Profitable Brand Marketing Model
Certain branding techniques and ideas and strategies and tactics have created profitable promotion plans that have stood the test of time. When I was a kid in the 1950s, I was mesmerized by Snap, Crackle, & Pop advertising on TV. Their package appeal carved an impression in my brain … and I was quick to angle mom to the cereal aisle location when we went shopping.
Years later, we watched a magnetic Noxema shaving cream commercial that ran during NFL games. An attractive foam-covered model with long blond hair smiled and said, "Hi, boys! I'm Creamy!" Personality plus. That was the unique and unforgivable Farrah Fawcett, back before "Charlie's Angels." I never changed to Noxema, but I sure had a timeless reaction to Farrah Fawcett. Great brand positioning!
I almost never ate at burger joints. But I loved Dave Thomas in his friendly, homespun message in Wendy's Restaurant commercials. Wendy's came from nowhere to stand out as a threat to McDonald's & Burger King. I believe that was due mainly to the owner, Dave Thomas, branding trust, good humor, dependability, and loyalty into the minds of the burger-buying market.
And how could you not remember the recent Apple Computer commercials, with the cool, laid-back, Apple guy who clarified and spotlighted the mission and benefits of Apple … and the doofus, annoying, quasi-professional PC guy, who evoked negative expectations that went contrary to the values of the cyber market? A truly stand-out branding example, because it brands BOTH Apple and their # 1 competitor in memorable fashion.
Do these examples of model branding promotions give you any ideas for optimizing your own market impression?