Big names like AT&T, VW, Kia and more spent millions to produce and air the best promotions they could for the Super Bowl. For the sake of the brand.
There is the brand and what it represents. Strong brands transcend their products and services. Two of my, everyone’s favorite examples of the brand promise are Apple and Disney.
Apple isn’t just about computers, smartphones and MP3 players. The Apple brand stands for elegant design, intuitive functionality, cool gadgets and so much more.
Walt Disney World doesn’t sell hotel rooms, meals and roller coaster rides. It’s about magic and family, those moments that stay with you. It’s about the experience that you want to relive each generation.
Transformers: from a brand to more, or less
More than a name. So-called genericide is when a brand name becomes the generic term for their industry, product. Kleenex, Zipper, Xerox, the marketing texts are filled with examples. Here in Atlanta, all sodas are Cokes; to me at least.
FedEx has become a verb to ship, to Photoshop is to assault unsuspecting pictures with strutting Leo photobombs, to Google IS to search, period.
When brand becomes a punch line. Valeria Maltoni referenced an old video about what would happen if Microsoft packaged and marketed the iPod. Had never seen it and all I can say is truth really IS funnier, smarter, truer, stranger than fiction. LMAO.
Two tweets caught me eye last week:
- “MSFT Entourage is the Ford Pinto of software.” - Urvaksh Karkaria
- “You’re the AT&T of people!” – Ryan Anderson
Your small business brand matters.
You’re the local choice, the Atlanta option. The “big names” may have size and awareness, you have adaptability, flexibility and drive. You’re the neighbor, the friend, the one with a relationship who gets their needs. Your brand is what what helps make your business different.
Agree, disagree, have a brand joke to share? Please do.
Photo credit: these unmotivational posters always crack me up.