Inclusive branding

Inclusive branding is about building brand propositions that embrace one and all and make the brand accessible to an inclusive mass of people. For example let’s take the brand portioning of toothpaste:

  • In the beginning, one spoke of a toothpaste that brushes your teeth well and clean
  • Then it went on to say that it whitens the best.
  • And then one added colours to the toothpaste.
  • There came red stripes and then blue and then all three red, white and blue in one toothpaste.
  • When consumers got tired of this, in came the gels of different colours. The colours kept changing.
  • When consumers got tired of this, in came the gels of different colours. The colours kept changing.

Even this is done to death. Toothpaste that can make you fall in love? A toothpaste that can get you a new job? And then one taps into the final frontier. This frontier is what I call `inclusive branding. Branding is essentially an exclusive process. It is all about offering the exclusive to the exclusive.

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