One of the branding topics that I am very interested in, as I see it as important, is the area of creating a total and consistent "Brand Experience". This is something that means that whenever your consumer comes in contact with your brand they have a consistent experience every time. This is more than just having a consistent "Look" but must be through every element: the product, the in-store, the communication mix and so on.
I am always on the look out, therefore, for great examples. The problem is that one tends to gravitate to the usual suspects and people do not always feel that they are relevant to them, as they also tend to be the ones with big budgets.
I was delighted, and captivated, by a blog posting I read yesterday by Stan Lee on his blog called Around the Blogosphere. The posting was about "Brand Promises". In the posting he talks about a speech by an American Designer (Brian Collins) who used the example of Pirates and their famous "skull and cross bones" flag. The point being that as soona s you saw that flag on the high seas you knew exactly what you were going to get. And the pirates always delivered through every element, and consistently.
I recommend you read the full posting (click here), but I quote a short section here:
"“Back in 1748,” said Collins, “if you had the misfortune of being a single bobbing ship at sea when a tattered vessel with a skull and crossbones crossed your path, you knew instantly what to expect. You're fu%&@d!!As you sail closer," he continued, "the brand promise is reinforced by everything you see. A cannon fires, shots go off: the brand promise becomes brand immersion. In three hours, maybe less, the brand delivers everything it promised: death, pillage, and maybe a not-so-promising hostage situation.The fulfilment of the skull-and-crossbones brand promise remained so consistent over fifty-plus years that, by the 1800s, pirates didn't even need to waste gunpowder. They had only to raise the black flag to yield the desired results: surrender, animal fear, free doubloons and maybe some teabags."
What a great, vivid and easy to understand example of how to ensure an instantly recognisable brand that delivers it's promise and experience every time....
Do you have any other great examples? Please email me or leave a comment on the blog posting
I am always on the look out, therefore, for great examples. The problem is that one tends to gravitate to the usual suspects and people do not always feel that they are relevant to them, as they also tend to be the ones with big budgets.
I was delighted, and captivated, by a blog posting I read yesterday by Stan Lee on his blog called Around the Blogosphere. The posting was about "Brand Promises". In the posting he talks about a speech by an American Designer (Brian Collins) who used the example of Pirates and their famous "skull and cross bones" flag. The point being that as soona s you saw that flag on the high seas you knew exactly what you were going to get. And the pirates always delivered through every element, and consistently.
I recommend you read the full posting (click here), but I quote a short section here:
"“Back in 1748,” said Collins, “if you had the misfortune of being a single bobbing ship at sea when a tattered vessel with a skull and crossbones crossed your path, you knew instantly what to expect. You're fu%&@d!!As you sail closer," he continued, "the brand promise is reinforced by everything you see. A cannon fires, shots go off: the brand promise becomes brand immersion. In three hours, maybe less, the brand delivers everything it promised: death, pillage, and maybe a not-so-promising hostage situation.The fulfilment of the skull-and-crossbones brand promise remained so consistent over fifty-plus years that, by the 1800s, pirates didn't even need to waste gunpowder. They had only to raise the black flag to yield the desired results: surrender, animal fear, free doubloons and maybe some teabags."
What a great, vivid and easy to understand example of how to ensure an instantly recognisable brand that delivers it's promise and experience every time....
Do you have any other great examples? Please email me or leave a comment on the blog posting
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