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

Best Brands of the World: What Makes Them Tops?

What makes a “BEST BRAND”?  Trust?  Consistency?  Simplicity of Purpose?  Niche? Money?

Here are 5 links to brand ranking articles, lists and websites that I find have interesting branding insights:

  • The Interbrand Survey has a list of the best global brands of 2008 from September 2008
  • BusinessWeek offers their view of the Best Global Brands response to the recession… although this report is from September 2008. These brands are ranked based on the proportion of income as a result from the brand, role of the brand in how people choose and how strong the brand is.
  • For a look at brand logos over the years, check the link to logos on the best brands of the world website. I love that it has many of the logo variations over the years from different brands.
  • Forbes photo list of top Strongest Automobile brands in the US.  An excerpt from their March 11,  2009 article called America’s Strongest Automakers:

 “I say ‘Toyota,’ and you say ‘reliability’. I say ‘BMW,’ and you say ‘engineering’. I say ‘General Motors,’ and people go ‘uh?’ And that ‘uh?’ That’s the sound of a brand dying.” 

That lack of niche is definitely a branding problem, although I found they also listed Chevrolet among the top 10 auto brands. Forgive me, but isn’t that a GM brand? Does GM market any car as a GM car or are they all their own brand. I can say Toyota Camry, Honda Accord… but I don’t say GM Chevy or GM Saturn. Chevy and Saturn are their own brands, right?

I’d appreciate your thoughts.