Inspire and Delight: Brand experiences that build a bond
Back in my Boston days, I was car-free. If I couldn’t reach it on foot, I rode the T. For those of you who haven’t had the pleasure, the T is Boston’s subway system. For me, riding the subway has always been like stepping into a movie. To paraphrase the words of The Naked City, an early ’60s TV drama, “There are a thousand stories in the naked city…” and most of them are riding the subway with you. With nothing better to do than let the imagination run wild during the commute, I would conjure up all kinds of stories about my fellow riders.
Now, I live in a public transportation deficient city. I have to get my people watching kicks through the windows of my car. Since a good amount of drive time involves sitting at signal lights or in traffic jams, I make good use of that time assessing how people feel about various brands as expressed on their T-shirts, bumpers and graffiti. Sometimes, I am inspired and delighted by their creative use of media.
As an example, one SUV was promoting a dog sitting business on its rear window. It used a sticker for the dog body and wiper as the wagging tail. It was a very clever way to grab the attention of dog lovers and differentiate their brand.
And then I saw the pick-up: Its oversized tires, “Mud Life” emblazoned in black gothic lettering on the window, possibly a gun rack in the cab…and a little something extra dangling below the bumper (look closely at the photo above). It helped me know right off the bat, that I am not Mud Life’s target customer. So, I guess their branding did its job—separating out those whom they do not want to reach and undoubtedly delighting their target audience.
Getting your brand positioned accurately requires you have a clear understanding of your value, your personality, whom you need to reach and what communicates to them. Let your brand be authentic. Own It. Be it. That’s right, grow a pair.
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ALLE has launched an introductory program that scores your Brand Improvement Potential.
The BIP Score examines 5 critical areas where your brand meets your public. The executive summary pinpoints actions that can be implemented immediately to strengthen the brand experience.
It is ideal for businesses that have grown organically or companies who have evolved through mergers and need to clarify the brand image.
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