Wikipedia describes a nation as, "A cultural and social community in as much as members may never meet each other, yet feel a common bond. Nations are defined by a shared culture... Unlike a language, a national culture is unique to the nation."After reading the literal definition of nation, I felt it much more appropriate to the world of brands than the oft used term "Movement brand." This was the genesis of the "Nation Brand Staircase" diagram on the left that captures the various degrees of engagement that brands elicit from their users.
Starting at the ground level, Cadbury's "glass and a half of full cream dairy milk" emphasizes the ingredients at the expense of a meaningful purpose beyond its utility. The next step up, Coke is well regarded and held in esteem by its drinkers, although accessible and ubiquitous, there is no distinct cachet in being a coke drinker.
At step three, a brand like Ferrari conveys status and a certain lifestyle that its owners find aspirational. Finally at the top step are two of the quintessential nation brands of today, Apple and Harley Davidson.
Just as Loss-Proof sporting franchises do, Apple and Harley inspire voluntary enlistment to their brands. In living, breathing and communicating this message, brands become nations - a unique cultural community where users feel a common bond despite never having met each other.
As famous Irish nationalist George William Russell wrote, "After the spiritual powers, there is no thing in the world more unconquerable than the spirit of nationality."
