The Essense of Branding: Expectation and Promises

Branding doesn’t have to be complicated. In fact, the more simple you make it, the more effective the branding. It’s like a good joke. No explanation needed.

It’s boiling the expectation down to one word or phrase. And making sure that promise is fulfilled.

I really like the way Barry Vucsko in his Brand is Expectation article from the Right Brain/Left Brain Marketing blog breaks it all down.

Volvo: Safety
BMW: Ultimate driving machine
Apple: Innovation and great design
FedEx: When it absolutely, positively has to get there overnight.
Avis: We try harder.
Amazon: Everything under one “roof”
Las Vegas: What happens in Vegas stays in Vegas
Barack Obama: Change

If you are as interested in how the brain works with branding as I am, you’ll want to follow Barry by subscribing to his blog feed or on the branding page of AllTop where his blog is highlighted. Or for the quick hits, follow him on twitter at @rightbrainleft.

Do you have a marketing guru that you follow? Let me know and I’ll post a link.
Brand Happens, by Mark True the Brand Warrior