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Color, shape and focus in developing a brand. Advertising vs. publicity. Basic branding tips.
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BRANDING
A branding program should be designed to differentiate your product from all the other cattle on the range.
(even if all the other cattle look pretty much alike)
04/11/23 [email protected]
2
Singularity
Create the perception that there is no other product on the market quite like
your product.
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4
HAMBURGERSCHEESEBURGERSFRENCH FRIESROOT BEERORANGEADECOCA-COLACOFFEEMILKMILKSHAKESCHOCOLATE, VANILLASTRAWBERRY
15¢19¢10¢10¢10¢10¢10¢12¢20¢
(McDonald’s original menu – everything, in all flavors - $1.56)
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5
Publicity
The birth of a brand is achieved with publicity, not advertising.
(be the first in something)
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•The leading beer
•The leading light beer
•The leading imported beer
•The leading microbrew
•The leading ice beer
•The leading high-priced beer
•The leading Mexican beer
•The leading German beer
•The leading Canadian beer
•The leading Japanese beer
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7
Advertising
First, publicity, to get brand leadership (in something).
Then, advertising, to maintain it.
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8
Word
A brand should strive to own a word in the mind of the customer.
(Hertz, exactly)
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9
Credentials
The collateral you put up to guarantee the performance of your brand.
(It’s the real thing.)
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10
Quality
There is almost no correlation between success in the marketplace and
success in comparative testing of brands.
(taste tests, accuracy tests, reliability tests, third-party tests, etc.)
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New Coke…………....Original Coca-Cola….No difference…………
55%19%29%
New Coke…………....Original Coca-Cola….No difference…………
13%59%28%
blind taste test
“see the brand”taste test
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Category
Customers don’t really care about new brands, they care about new
categories.
(preempt a new category)
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TAKE OUT PIZZA“Pizza! Pizza!”(cheaper, two for one)
DELIVERED PIZZA“30 minute arrival”(and tip the driver)
Little Caesars
Domino’s
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15
Xerox
In 1959, the 53 year old Haloid Company
introduced the first plain paper copier
as the “XeroX 914.”
(from xerography, coined from the Greek words for “dry” and “writing”)
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16
Company
A company is a company as long as the name is not being used as a brand.
A brand is a brand. There is a difference.
(Microsoft Word)
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17
Company
That being said, unless there are compelling reasons to do otherwise,
the best branding strategy is to use the company name as the brand.
(Coca-Cola)
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18
Shape
A brand’s logotype should be designed to fit the eyes.
(both eyes)
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