If your company or product were a fictional character, who would it be? It's one of the questions I ask when trying to determine the intended brand perception for a client. And I get more than my share of rolled eyes from the engineers in the room.
But consider your own response to this question: If you were thirsty, where would you likely find an ice-cold Obama? Next to the Dr. Pepper or nearer the energy drinks?
If you called your friend, would you expect to pick up and dial the McCain or are you more likely to just go online and 'poke' them on Obamabook? Maybe you'd discuss the McCain supertanker that is caught in a storm off the gulf coast, or the latest music player from iObama.
You can think about this when you pick up a snack of some organic dried fruit at Obama Foods for your flight to Chicago on McCain Airways.
Okay, the whole thing is silly. But now reverse that:
If you were thirsty, where would you likely find an ice-cold McCain? Next to the Dr. Pepper or nearer the energy drinks?
If you called your friend, would you expect to pick up and dial the Obama or are you more likely to just go online and 'poke' them on McCainbook? Maybe you'd discuss the Obama supertanker that is caught in a storm off the gulf coast, or the latest music player from iMcCain.
You can think about this when you pick up a snack of some organic dried fruit at McCain Foods for your flight to Chicago on Obama Airways.
Relatively speaking, the former made more sense, didn't it? And it proves out the power of branding on not only our perceptions of products, but perceptions of our leaders, our friends, and ourselves.
This important article was sent to me by a designer with whom I do much of Strategy180's branding work. It underscores the power of branding and how it may not only impact the can of soup we put in our grocery basket, but the future leadership of the world's last great superpower.
Perhaps now you might want to budget for that branding study, yes?
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