The Purpose of Brands

There has been a rebirth in big-budget Hollywood movies featuring characters that were created as early as the 1930’s. Heroes like Superman, Batman, and Wonder Woman may face modern challenges, but they remain true to the same values and motivations that we’ve come to know and respect over the years.

There is a parallel between these fictional characters and the very real brands that we rely on in our daily lives. Like super heroes, strong brands clearly state their values and benefits; consistently define their personality; and live true to their character. This is critically important in the area of consumer health, where selecting the right brand can ease or eliminate negative symptoms or keep someone healthy while enabling us to live our lives more fully. 

It’s also important for us to know a hero’s “back story.” For instance, we need to know why Superman has these miraculous abilities and what motivates Batman to fight crime. We also like the comfort and familiarity of these characters. They are like your childhood best friend who you know and love and always enjoy your time spent together. Similarly, it’s important we understand the background of the brands we bring into our homes. Consumers tend to buy brands they recognize, that they feel like they know, because they have met their expectations in the past – brands they trust, rather than taking a risk on an unfamiliar purchase. They want the reassurance of a brand that has delivered on its promises – delivered on its benefits, proven itself to be high-quality and safe.

The fact that we are still interested in these 80 year-old characters shows that by continually telling our brands’ stories and remaining true to character, we can reaffirm their trustworthiness. We have several of these brands at Bayer Consumer Health – Bayer Aspirin, Bepanthen and Alka Seltzer to name a few – that have withstood the test of time because they consistently meet and exceed expectations and have built trust over time. As we introduce new brands to the marketplace, we take learnings from these brands, ensuring our well-defined story and Bayer’s legacy as a company known for proven science and safety, enables consumers to make informed choices to manage their everyday health.