Tag Archives: brand

Branding the experience

7 Mar

Still on the topic of branding…

This also ties heavily into our discussion in Lec 02 about marketing an experience vs. a product.

What about places?  Places and spaces such as cities, districts, and even whole countries all have their own ‘feel’.  The prospective consumer is attracted by the experience as a whole – the ‘brand’ so to speak.

Florida is branded as the “Sunshine State” with beaches, dolphins, and palm trees.

Toronto is the capital of multiculturalism.

Paris in the spring is a lover’s lodestone.

Vegas is “Sin City”

Europe as a whole screams CULTURE.

Disney is the “Happiest Place on Earth”

What happens, then, when this branding goes amuck?  Here I’m thinking of places like the city of Walkerton who had to work very hard to build up their reputation as a quaint tourist destination after their water disaster in 2000.

As a further thought, some places also look to re-brand with a new experience.  I’ll update with some ideas on this theme.

Brand musings: pass the Kleenex!

7 Mar

Sometimes a brand is marketed so successfully that it become synonymous with the product itself.  Case in point: Kleenex.

This truth became readily apparent when Google image results for Kleenex turned up dozens of unidentified boxes of tissue, such as the one below:

Some other brands that fit this category:

Google = web search

Rice Krispies = popped rice cereal OR chewy squares made from these

Corn Flakes = flaked corn cereal

Ziplock bags = resealable bags

Vaseline = petroleum jelly

Chapstick = lip moisturizer

Speedo = fitted swim shorts

Sharpie = permanent marker

Q-tips = cotton swabs

Post-its = sticky notes

Jell-O = gelatin dessert

Play-Doh = children’s modeling clay

Band-Aids = adhesive bandages


And many, many drugs, for example:

Advil = ibuprofen

Tylenol = acetaminophen

Aspirin = acetylsalicylic acid


A bunch of these were taken from a great blog called Reflections of Pop Culture & Life’s Challenges.  Check out the post here for even more products!

This can only be a testament to amazing marketing that has earned consumer trust over time.

A Case of Branding: Rhinoplasty gone wrong

7 Mar

Jennifer Gray, most famous for her role as Baby in Dirty Dancing, made a huge career mistake in the the 1990s.

Her decision to go under the knife negatively affected her brand to the point that she lost her fame and celebrity status.

She quotes,

“I went in the operating room a celebrity – and came out anonymous.”

She even contemplated changing her name – a complete re-brand that would allow her to start her career all over.

As we discussed in Lec 06, companies and organizations have to be so careful to maintain a constent brand image that the public and consumer can readily associate with them. In Gray’s case, it was her unique facial features that made her famous.

Her recent involvement as a contestant in Dancing With the Stars has partly helped to recover her public image.

It certainly can be done, and companies have similarly accomplished this feat.  Think back to the days when Ford was synonymous with ‘junk on wheels’.  Now Ford proudly enjoys its status as a manufacturer of safe, reliable vehicles…with Mazda parts!