Branding matters but consistency in branding matters more.
I am what you would call a “Marketing Geek.” I love the commericals as much as the show itself. I want the previews during the Movies to last a little longer than they do. I don’t care who is playing in the Super Bowl – I’m there for the commericals and the Half-Time show. I forward emails to my colleagues all the time just to say, “this is so cool – we should do this!” I notice the marketing and branding wins and fails around every corner.
It does not end with my work hours – I carry the fun for marketing home. My son and I are always talking about new things that are going on specifically in digital marketing. I usually have to ask around to find out which one of my boys have got my Marketing Magazines when they come in. It is truly a family affair.
I even have a game I play with my nine year old daughter sometimes, it’s the branding game! I will give her a color or an object and she guesses which company it goes to.
Which company has a Red Bullseye? (Answer: Target)
Who has a big Yellow M on everything? (Answer: McDonalds)
Where does that Blue F lead to? (Answer: Facebook)
At nine – my daughter can easily get the majority of them right on the first try. It isn’t that she is so smart (she is) and it isn’t that the brands are her favorites (sometimes they are). It is because someone (getting paid a ton of money) did something right. They drew a Branding Map and the company followed it. Between television commercials, paper advertising, emails, billboards, and browsing the aisles at the store – she knows these brands well.
If I described your brand to my daughter in a game with just a few descriptive words – would she correctly guess your brand? If the answer is no – this new series of blogs will be just what you need!
This series of blogs will cover four topics:
- Branding With Vision
- Branding With Clarity
- Branding Misuse
- Branding Game Winner!
So… Hopefully one day soon, I will name your color, letter, or mascat in a game with Lyvie and she will win! Actually, in that situation – you are a winner too!
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