The products role in a brand 71
The Zalo bottle from 1952 to 2012. PHOTO: LILLEBORG
updated annually like an iPhone, it’s a huge investment and something that will live for many years. My statement is that the shorter the cycle time of a product is, the less important it becomes for influencing the brand identity. It could even benefit from following the brand identity guidelines and be generic – building up under the brand’s strategy. On the other hand, when the product is something long lasting it can have a strong impact on the brand identity. Examples of this are Zalo – which has been awarded the prize for Norway’s strongest brand several times32 – and also Flytoget which has been discussed. These are brands where the product
itself is a key component of the complete brand identity. The products might be considered touchpoints, but their individual value in a brand differs from case to case. Yes, it is built in the factory, but it is created by a designer who is merging technical demand and specification with the same visions and values of the brand. And if it is something as monumental as a train, the product helps the mind create the brand.