Alright. I admit it. I watch The Bachelor. Some seasons, I actually enjoy watching it. This time, it looks like it’s just something to laugh at. Love it or hate it, the concept is a success. Even if the buzz isn’t positive, the show gets talked about. So as I laugh at this season’s stream of contestants, I thought it would help to see the good – that is, to look at the marketing lessons we can all learn from watching reality programs such as The Bachelor. Continue reading
Backstory: Remember a few weeks ago, when Starbucks released their new instant coffee? Well, now Nestle’s Taster’s Choice would like to remind you that they’ve been making instant coffee way before that young Turk ever came into the java-slinging world. Here in New York, and in several other cities, Nestle street teams have been handing out little envelopes filled with all sorts of Taster’s Choice instant coffee packets. Copy on these envelopes calls out the Starbucks instant brand as a lot of needless hype.
Marketers, branding strategists, advertising agencies and PR pros alike probably wish they didn’t see it. I speak from experience when I say it makes me twitch a little. And I know it confuses consumers more than it benefits them.
So what is this annoying little blemish that irks us all and ages us prematurely? The case of the confused brand.
Your brand has an identity (of note, the use of ‘an’ indicates singularity)
Yes, brands can represent different things to different people. Starbucks can represent convenience to some and quality to others. Different values aside, it doesn’t mean each market needs a different version of your logo. Or that your Facebook and Twitter should appear so dissimilar that the consumer questions whether or not the same brand/product is being represented.
So just where do these little differences hide? Continue reading