What does your brand mean?
If you were a brand, which brand would you be? More importantly for marketers, who do your customers think your brand is?
Those questions occurred to me as I was reading a press release last week from Landor & Associates detailing its 2008 Presidential ImagePower Survey done with research firm Penn, Schoen & Berland. The study asked voters to associate the two presidential candidates with brands.
John Mc Cain was associated with Ford, Walmart and AOL while Barack Obama was associated with BMW, Target and Google. What does that say about the candidates and perhaps more interestingly what does it say about the brands mentioned and how people see them? It all just reminded me of how still inexact a science creating a brand essence can be.
By the way, both candidates and both VP candidates reminded people of Starbucks, so I suppose that means that no matter who wins, people will still be going to Starbucks for coffee.
Comments
I think I'd be the new Old Spice campaign. Over the last year they have maintained their 'old man wearing cuff links and a nicely pressed suit image' but diversified their market by reaching out to the younger, more main stream audience using celebrities acting vulnerable. Will Ferrell, LL cool J, Brian Urlacher. If I had to be a brand, this isn't a bad lineup. handsome old man, with a sense of humor who smells good.
Posted by: Mike | October 28, 2008 12:25 PM