In the Universe and life, we often encounter pairs. From light and dark, yin and yang, each balancing the other. Brands and experiences have their yin and yang. Each sector, industry, and brand category has rivalries defining its position, identity, and consumer appeal.
The so-called number 1 and number 2 brands are not just competing but also fulfill different values, needs, cultures, and personalities.
“I” and “We” Brands
This article follows on from our recent article: “Do you know your favourite brand has a personality?”.
In this article, we provide a brief analysis of brands based on their perspectives of collectivism and individualism in branding, or “I’ and “We” brands trying to shape how companies connect with specific consumer values.
“We” brands emphasize community, shared experiences, and reliability, resonating with those who value consistency and connection. Well-known “We” brands include Disney, McDonald’s, Coca-Cola, and Adidas.
In contrast, “I” brands focus on self-expression, uniqueness, and personal success, appealing to consumers who seek products that reflect their individuality such as Burger King, Apple, Pepsi, and Nike.
This balance allows brands to meet the needs for personal identity or the comfort of belonging.
This pattern can be identified in many brands in every industry so here is a glimpse of this contrast across major sectors:
Industry | “We” Brand | “I” | Comment |
Fast Food | McDonald’s centers on family-friendly values, creating a place where people of all backgrounds can enjoy shared moments. It fosters collective memories, from Happy Meals to playgrounds, building a shared culture across generations. Burger King focuses on individuality with its “Have It Your Way” slogan, encouraging customers to personalize their meals. | ||
Soft Drinks | Coca-Cola’s slogan “Always Coca-Cola” reflects a timeless, reliable presence in people’s lives, emphasizing shared, universal moments, and appealing to collectivism. Pepsi’s youthful slogans “For the Love of It” and “Live for Now,” and branding resonates with individualism and personal expression. | ||
Sportswear | Nike appeals to individualism with “Just Do It,” encouraging personal ambition. Adidas leans toward “We” by focusing on community, sustainability, and collaboration. | ||
Theme Parks | Universal | Disney focuses on shared, family-friendly experiences and nostalgic stories, fostering togetherness and timeless magic. In contrast, Universal emphasizes thrilling, adventure-driven attractions tied to popular franchises, appealing to visitors seeking intense, individual experiences. | |
Luxury Cars | Mercedes emphasizes luxury and heritage, resonating with those who value a classic, refined, community-oriented experience. BMW focuses on sporty performance and individuality, appealing to dynamic drivers. | ||
Technology (Electronics) | Samsung leans toward collectivism with a diverse range of products for various user needs. Apple embodies individualism with its focus on unique, personal design and exclusive ecosystem. | ||
Supermarkets | Jumbo is family-oriented, emphasizing affordability and community, creating a welcoming space for family shopping with its “best price” promise. In contrast, Albert Heijn focuses on a personalized, premium shopping experience, appealing to individuals who value quality and selection. |
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