Words We Live By: How Certain Brands Defy Gravity

Shhh, Listen...
Words can influence, deflate, inflate or annihilate a company’s brand. Well in addition to the graphic element of smart design and an intelligently worked out marketing strategy are the slogans and taglines that often drive a company’s market presence.

A Slice of Culture
Let’s take a walk down memory lane. Do some of these ring any bells?

  • The Uncola.
  • How do you spell relief?
  • Think different.
  • All the news that’s fit to print.
  • Wazzup!
  • Takes a lickin’ and keeps on tickin’.
  • Don’t leave home without it.
  • Mm! Mm! Good!
  • A different kind of company—A different kind of car.
  • Own a piece of the rock.
  • Good to the last drop.
  • And of course, the irresistible: Just do it.

Many of the lines above not only remind one of the company name, but also what it sells, its point of difference and, in spite of all of our indifference to letting brands take over our lives, they’ve become punch lines in everyday conversation.

Should I Care?
Everyday, we work with our clients to develop brands that make an impact so their brands don’t fall into the category of "highly forgettable and ineffective, but we're conservative, so no risk was taken."

In that statement is the "logic" too many companies fall prey to. Fact is: the less you are noticed, the less you are on the radar of the people you want to reach when they do need your services or products. Some mistakenly interpret that to mean "be inappropriate" which is not what we advocate here. What we advocate, and each of the examples above demonstrate, is an approach that causes people to notice, to consider, "maybe this company can help me." But before that happens, a company must be noticed, which means it must be distinctive, not the same as the rest.

So in addition to the design, the color, and overall look and aura of the company and its brand(s), how does it talk? Can it uniquely say something different that makes people sit up and take notice?

This is one of the key elements we help our clients establish, and then—after it’s been created—maintain.

Economy and Branding
In addition to all else, every step to develop a brand must be an intelligent one. The tagline and slogan help define a company and provide that additional hook that people—your clients, customers and particularly prospective customers—can thereafter associate with your company, so they don’t get your company confused with another.

And with the economic climate today, every dollar must work that much harder. In closing this article, I urge you to develop a brand that melts in your mouth, not in your hand, and that way, we’ll leave the light on for you, so you can have it your way. So let you fingers do the walking so we can help you avoid resorting to the ol’ plop, plop, fizz, fizz remedy. Just do it. We look forward to talking with you soon.

A Last Word on Mastering the Possibilities
Look at the options:

  • New suit: $1,200.
  • Latest iPhone: $299.
  • Mont Blanc pen: $395.
  • Picking the right firm to design you a brand that defies gravity: priceless.

 

David Brier, Chief Gravity Defyer at DBD International, is the recipient of over 300 industry awards creating brands for such company's as Estee Lauder, Revlon, New York City Ballet, Legacy
Chocolates, Sunbelt Software and many more.

Award-winning and result-driven examples can be seen at http://www.risingabovethenoise.com and a side-by-side comparison of before-and after-client identites can be seen at http://www.famousnapkins.com

Want one the country's leading designers of identites and more? His talent can be yours. Contact david@famousnapkin.com

 

Add New Comment

0 Comments