When Brands Fail to Resonate: Lessons from the Brand Resonance Model

The Brand Resonance Model by Kevin Keller shows how strong brands create deep and lasting relationships with their consumers. When brands fail to resonate, their growth often stagnates or declines. Several real-life examples highlight the importance of building relationships that transcend mere functionality.

THE DECLINE OF MYSPACE: FAILING TO FOSTER RESONANCE

MySpace failed to maintain growth as a pioneering social media due to a lack of emotional connection and engagement with users. While offering innovative tools for music sharing and social networking, MySpace couldn't evolve to meet user needs or build lasting loyalty. These gaps were capitalized on by sites like Facebook, which created a stronger emotional bond through personalized experiences and innovation at consistent levels.

BLACKBERRY: NEGLECTING CONSUMER NEEDS

BlackBerry, a pioneer in mobile communication, was left behind because it couldn't keep up with salience in a fast-changing market. While initially BlackBerry had been strong in functionality and reliability, it eventually lost the emotional connection with customers as Apple and other competitors began positioning their products around lifestyle and aspiration. Eventually, the iPhone's ability to integrate functionality with emotional appeal and community took BlackBerry's place.

WHAT THE LATIN MUSIC INDUSTRY CAN LEARN

In the Latin music industry, building resonance is key to continued success. Those brands that remain product-focused a streaming service, concert platform, rather than nurture an emotional and cultural bond between consumer and service will find plateauing their potential growth. For example, a Latin artist focused entirely on creating radio hits, rather than building an emotionally invested fanbase through lyrical storytelling or even cultural relevance, would never truly reach sustainable growth-despite initial single success.

Building Brand Resonance:

Key Takeaways To grow and resonate, brands must address all levels of the Brand Resonance Model:

1. Salience – Ensure consumers recognize and understand the brand.

2. Performance and Imagery – Deliver high-quality offerings while building an image that aligns with consumers' aspirations.

3. Judgments and Feelings – Foster positive opinions and evoke emotions that create lasting connections.

4. Resonance – Build loyalty through community, active engagement, and shared experiences.

By focusing on emotional connection and loyalty, brands avoid being the next MySpace or BlackBerry; they build lifelong relationships with their audiences, from Latin music to any other industry.