The most prominent brand character in the history of brand's is arguably Leo Burnett's The Marlboro Man. He was a rugged, rough and tumble man and that image was translated to the Marlboro brand.
Some other brand characters that come to mind are:
Ronald McDonald - The scariest clown I've ever seen. I am dressing up as him this halloween.
Tony the Tiger - Leo Burnett!
The Alexander Kieth's Scotsman - Turned out to be a pedophile. But added a sense of humor and fun to the brand.
The Canadian Tire Handy Man - I wish I was this guy, he has EVERYTHING! This typical Canadian man exemplified Canadian Joe's from coast to coast.
Wednesday, October 8, 2008
Tuesday, October 7, 2008
Brand Positioning
When companies are thinking of positioning themselves they can choose to focus on POP (points of parity) or POD (points of difference). I mean, seriously, do companies that use points of parity actually sell anything? "Hey, we are a Pizza company and we deliver!". HAVEN'T HEARD THAT ONE BEFORE. That's about as good as a new car company coming out positioning themselves as "The car that you can drive".
I mean, points of difference seems like the way to go don't you think? Like, "The car that can fly", or "The computer that has a brain", or "The alcohol that makes you make better decisions".
I mean, points of difference seems like the way to go don't you think? Like, "The car that can fly", or "The computer that has a brain", or "The alcohol that makes you make better decisions".
Brand Extensions
Rather than bore everyone with real life brand extensions, let's think of brand extensions that would be down right ridiculous.
Smirnoff Bottled Water - Is that really water in there?
Nike Reclining Sofa - Not exactly athletic
Tim Horton's Calzones - Something not to Canadian about that!
Bentley Economy Vehicle - ...
Microsoft Usable Operating System - Well that is just the most unbelievable thing of them all.
Brand Story
I find brand stories are a very under used marketing tool for companies. Is it legal to just make up a fake story? Because if it is, then I'm pretty pissed about those beautiful stories found usually on the labels of alcohol labels.
I always read the labels of the alcohol I purchase. I find that some of the most beautiful copy I've ever come across is on these labels. Whether it's Jim Beam talking about the generations and generations of Beam's to have looked over the companies proud tradition, or Smirnoff telling the story of Mr.Smirnoff being exiled from Russia and landing in America where he started "The cocktail revolution".
Here is the brand story for Carr's Crackers
"The story of Carr's Biscuits began during the British Industrial Revolution, when Jonathan Carr set up a small bakery in the city of Carlisle, England in 1831. The business thrived, and became so popular that only 10 years later it was granted Queen Victoria's Royal Warrant, an award that has been granted to Carr's by British royalty continuously since that time".
There is something mysterious about a brand with a story. Especially a story that took place many years ago.
Tuesday, September 30, 2008
And the Blogs don't stop!! (Brand personality)
I was asked recently to take the three cellphone companies, Bell, Fido, and Virgin, and describe their personality traits if each brand was a person. The results were quite humorous. This post will be devoted to nothing but the same with random brands.
Coca-Cola - Is this guy even real or not? I've heard about him and some people have said that their friend has seen him, but no one has actually seen him in person. He is just way too important and rich to care about us pieces of crap on the sole of his shoe. From what I've heard, Coke is a real two-face. When he is seen in public he is very friendly and all smiles, but behind closed doors, the guy is a fucking prick.
Microsoft - Beauty and the geek anyone? This guy is the ultimate nerd. Not just an introverted guy who likes computers, no. This guy is to nerds what the Pope is the Christianity.
Nike - This is the rap artist who was once underground and cool, but is now as mainstream as Brittany or Christina. He has a very confident and cool exterior that is borderline cocky. He doesn't really care what you think anymore because he knows people will keep buying him.
Joe Fresh - This guy is the new kid in school. He doesn't come from a rich family and he is proud of it. Some kids are starting to accept him into their circle of friends but most are still apprehensive. He is quiet, honest and loyal.
Telus - This former hippy turned business woman has turned to a completely pure lifestyle and lives in a minimalist design household. She believes less is more and doesn't like clutter in her life. She is respected by her peers, but is no fun and tells terrible jokes that cause all around her to give a pathetic sympathy laugh to break the uncomfortable silence.
Honda - What a frugal little man. You couldn't pry a penny out of his wallet with a crowbar. This little guy is focused on efficiency in everything he does and fun takes a backseat. He does wear very sharp and clean clothes and looks very smart.
Stella Artois - This fancy Frenchman loves women. He is a very sensual man. What a sexy accent on him, but please, just one squirt of cologne please buddy.
Coca-Cola - Is this guy even real or not? I've heard about him and some people have said that their friend has seen him, but no one has actually seen him in person. He is just way too important and rich to care about us pieces of crap on the sole of his shoe. From what I've heard, Coke is a real two-face. When he is seen in public he is very friendly and all smiles, but behind closed doors, the guy is a fucking prick.
Microsoft - Beauty and the geek anyone? This guy is the ultimate nerd. Not just an introverted guy who likes computers, no. This guy is to nerds what the Pope is the Christianity.
Nike - This is the rap artist who was once underground and cool, but is now as mainstream as Brittany or Christina. He has a very confident and cool exterior that is borderline cocky. He doesn't really care what you think anymore because he knows people will keep buying him.
Joe Fresh - This guy is the new kid in school. He doesn't come from a rich family and he is proud of it. Some kids are starting to accept him into their circle of friends but most are still apprehensive. He is quiet, honest and loyal.
Telus - This former hippy turned business woman has turned to a completely pure lifestyle and lives in a minimalist design household. She believes less is more and doesn't like clutter in her life. She is respected by her peers, but is no fun and tells terrible jokes that cause all around her to give a pathetic sympathy laugh to break the uncomfortable silence.
Honda - What a frugal little man. You couldn't pry a penny out of his wallet with a crowbar. This little guy is focused on efficiency in everything he does and fun takes a backseat. He does wear very sharp and clean clothes and looks very smart.
Stella Artois - This fancy Frenchman loves women. He is a very sensual man. What a sexy accent on him, but please, just one squirt of cologne please buddy.
Brand Loyalty
Why are we so brand loyal to some products and and so wishy-washy with others?
Let's take a product that would fall into the "brand insistence" category for myself... Old Spice Deodorant. Not even just the brand, but the 'fresh' scent Old Spice Deodorant. I wont even try any of the fancy new scents that they throw out there on the shelves. I walk into the drug store, bypass all the competition and pick up the same stick of deodorant that I have been using for the past 6 years.
Why do I do this? How did Old Spice High Endurance Deodorant go up the chain from me being aware of it, to accepting it, to preferring it, to INSISTING upon it? Is it something functional about the product? Does it actually make me smell better than other deodorants? Is it the product category and that I am too lazy and uninterested in switching brands?
I have settled on the reason why I choose Old Spice is because in this particular product category, it does not take much to become a brand people insist upon. For most men, as long as it goes on clean, smells decent, and works, than that product will suffice. I found that Old Spice had all those features when I first tried it out those 6 years ago. If that day I had picked up a different deodorant that offered those simple features I mentioned before, I would definitely still be wearing that deodorant today. I shudder at the thought of be a Right Guard kinda guy. I insist on Old Spice.
Let's take a product that would fall into the "brand insistence" category for myself... Old Spice Deodorant. Not even just the brand, but the 'fresh' scent Old Spice Deodorant. I wont even try any of the fancy new scents that they throw out there on the shelves. I walk into the drug store, bypass all the competition and pick up the same stick of deodorant that I have been using for the past 6 years.
Why do I do this? How did Old Spice High Endurance Deodorant go up the chain from me being aware of it, to accepting it, to preferring it, to INSISTING upon it? Is it something functional about the product? Does it actually make me smell better than other deodorants? Is it the product category and that I am too lazy and uninterested in switching brands?
I have settled on the reason why I choose Old Spice is because in this particular product category, it does not take much to become a brand people insist upon. For most men, as long as it goes on clean, smells decent, and works, than that product will suffice. I found that Old Spice had all those features when I first tried it out those 6 years ago. If that day I had picked up a different deodorant that offered those simple features I mentioned before, I would definitely still be wearing that deodorant today. I shudder at the thought of be a Right Guard kinda guy. I insist on Old Spice.
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