Our Blog: where do you stand?
Next Entry | Previous Entry | All Blog Entries | Subscribe to Feed
What We're Thinking: Successful Brands
By: Chrissy Hugyez | 07/14/2011
A brand is much more than a logo or tagline – it ultimately represents the consumer’s perception of a product or company/organization. For example, when people hear Volvo or see its famous logo, they think safety. Similarly, people equate Maytag with reliability, Nike with performance and Apple with creative class.
I’m sure we can all think of brands that didn’t succeed – how about the Ford Edsel and Crystal Pepsi (a.k.a. Pepsi Clear)?
This week I posed the following question to some of my colleagues: "What company/organization has done a great job of positioning themselves in the market and why?“ Here are some of the responses:
Ashlyn Brewer
I have to give credit to my alma mater, the University of Missouri School of Journalism, for its great work positioning itself as the first, and one of the best, journalism schools in the United States. One of their chief tactics is instilling pride in their students, turning them into ambassadors once they enter the workforce. Even the fact that I’m responding this way is evidence of how well they’ve marketed to me.
Jessica Hartman
Chick-fil-A has done a great job of positioning. Every time I visit the restaurant, I love the place even more. They’ve clearly done a careful job of screening their employees to support the company’s core values of treating people with kindness and offering exceptional customer service. The restaurant’s name clearly indicates what they sell, their cow campaign is clever and memorable, and they don’t stray away from what they’re good at – chicken. From the fresh flowers on the table in the dining area to the super-fast drive-thru, Chick-fil-A has raised the bar in an industry where customers typically have to lower their expectations.
Maria Tonge
The announcement of Pottermore has been a brilliant move for J.K. Rowling’s Harry Potter brand. Leading off with the positioning of giving it to the fans puts her advocacy for fans first and resonates well across audiences.
It sounds to be a cool platform for strengthening direct communication and deepening fan loyalty. Offering early access for a few fans before the fall launch should build both anticipation and usability.
Will its strength be as a social hub for fans worldwide to interact and share their own content? Or will access to unpublished content by the author be its main draw? Will it be a new model for e-commerce purchases (including Harry Potter e-books for the first time) without retailer involvement?
I’m intrigued to see how Pottermore takes shape, and its impact on fans, authors, publishers and retailers.
What brand would you consider successful?
Posted in Brand Positioning
comments
Christi Dixon says:
Fri, July 22, 2011 at 12:39:pm
The fact that Subway has overtaken McDonalds in terms of franchise locations is a testament to the aggressive marketing and sponsorship campaigns to promote healthy, on-the-go eating. We’ve gone beyond Jared… we can now picture ourselves as the ones who make the choice to “Eat Fresh” and still feed our families. With strategic placements via Biggest Loser and Dancing with the Stars, Subway is doing a brilliant job of staying in front of consumers who have food and fitness on their minds!
Ashlyn says:
Sat, July 23, 2011 at 9:20:pm
I agree with both of you. Christi, I think your Subway example is a perfect representation of those “lifestyle” brands that Danielle is mentioning. Subway has done an excellent job of being the fast food of healthy people, and as more and more Americans are embracing a “health kick” in light of growing obesity problems.
Danielle says:
Fri, July 15, 2011 at 2:13:pm
Brands that have become about more than just their products - Nike, Lacoste, for example. It’s about a lifestyle.