The Branding Myth – You are NOT Your Logo

August 16, 2010
Advertisement

image

Northridge, California ? Here in America, we revere brands. What?s more American than a McDonald?s burger with an icy Coca-Cola? Or a Mattel Barbie under the Christmas tree you bought last year from Sears?

Brands and their icons are so much a part of the fabric of the American way of life that a French-produced satire on brands, Logorama, won the 2009 Academy Award for Best Animated Short Film.

But imagine if Coca-Cola just tasted horrible. Or what if your little girl?s Barbie fell apart after just a few play dates with Ken? And would Sears be successful if its products were too few and too expensive?

Advertisement

As powerful as branding is, it?s only as powerful as the company?s commitment to live up to it.

A brand is much more than a well-crafted logo or a clever slogan. It?s really a promise about the unique value that the company, product or service brings to the consumer that makes it worth considering. Kleenex?s brand promise is a tissue that?s easy on the skin but strong on the blow. Kodak?s promise is an image faithfully captured that will bring joy for generations. McDonald?s promise is good-tasting food served in a clean environment that?s absolutely consistent from store to store. FedEx promises the certainty of fast overnight delivery. If any of these promises aren?t delivered, the brands are meaningless, regardless of the millions (or billions) spent in advertising.

So for a brand to be successful, it needs to fulfill three requirements. First, it must be distinctive. (That?s a lengthy discussion all its own, but suffice it to say though FedEx and UPS provide similar services, their brands are completely different.) Second, it must be generated from within the company?s own mission or raison d?

CDFuneralNews

CDFuneralNews

ConnectingDirectors.com is the leading online daily publication for funeral professionals with a reader base of over 45,000 of the most elite and forward-thinking professionals in the profession. With ConnectingDirectors.com we have created a global community through an online platform allowing funeral professionals to Stay Current. Stay Informed and Stay Elite.
CDFuneralNews
Advertisement

You may be interested

Blog Archives Decedent’s Final Tweets… And They are Heartbreaking
Humor
241 views
Humor
241 views

Blog Archives Decedent’s Final Tweets… And They are Heartbreaking

Justin Crowe - January 16, 2018

The digital age has created some fascinating unprecedented scenarios concerning legacy. Facebook chronicles our lives, so when my kids are…

5 Ways to Build Your Business
News
81 views
News
81 views

5 Ways to Build Your Business

CDFuneralNews - January 16, 2018

Ask a business in this industry what differentiates them from their competitor and the answer is usually “service.” But to…

FBI Investigates Funeral Home Running “Remains Dealing” Side-Business
News
1076 views
News
1076 views

FBI Investigates Funeral Home Running “Remains Dealing” Side-Business

Justin Crowe - January 15, 2018

The Federal Bureau of Investigation is checking into Sunset Mesa Funeral Home in Montrose, CO, where owner Megan Hess is…

Comments