IDEA EXCHANGE

What makes a brand memorable?

How many Super Bowl commercials can you remember, a couple of weeks or so out from the game? And of those you do remember, how many do you also remember the brand?

Chances are good, not many.

I can’t tell you how many conversations I’ve had with folks over the years about an ad they “loved,” but couldn’t remember the name of the product.

And then, there are the generic brands. They don’t advertise because they aren’t going for brand recognition. Generic products like black and white cans labeled “Cat food,” or “Dish soap,” don’t want brand recognition. They are just filling a product need with direct, brutally obvious, hyper clear messaging.

And that labeling is certainly marketing, too. And it works for stuff where we don’t care about quality; we are just filling a need as cheaply as possible.

But for the majority of brands, making a connection with potential users of the product is what is at stake. We want that connection to last. Like the Doritos Super Bowl commercials, for example. You not only remember that the chips are Doritos’ brand, but you also remember the commercial’s payoff – humor. In fact, Doritos brand was the one most often mentioned when folks were asked which commercials they remembered a week after the Super Bowl.

What other brands do you recall immediately when you think of a product? Hoover, Kentucky Fried Chicken, The Beatles, Apple computers… all of these products have name recognition because of marketing tying brand to product.

But how to get there — especially when you don’t have the corporate budget of Apple computers? The best idea is not to do it in house. A group of untrained folks searching for a word or phrase tends to push toward obvious or generic way of thinking about a product. And generic advertising doesn’t stick. Instead, you need a hook, something memorable to link your product and brand to your customer’s need.

That’s where we come in. Folks experienced in marketing, who will see your product from a different perspective, and explore how to set your brand apart. Maybe with humor, maybe with elegance. Perhaps with music or a tag line that sticks.

So if you’re exploring new ways to get your brand to stick like a Doritos ad, we would be delighted to share some of our interesting branding work. Give us a call. We’ll provide the chips.