Brand personality MAC

So for brand personality I'll look at MAC computers they seem to come across as the nice guy/girl in jeans and a shirt, casual but can work. He/she is there to help you get the job done in a easy no hassle or hard time way. He/she is about 24-28, young but old enough that you would believe that he/she know what he/she is doing. He/she know that you want a partner to help you get the job done and not someone who questions you at every click of the mouse. HE/she wants you to have the best experience with him/her and wants to offer you the opportunity to do it many different ways. He/she will become your buddy, and thats what they want to be for you. They'll do the work and then be ready to party after.

Brand positioning volvo and the tank

So for brand positioning I have to go with Image differentiation. When one looks at Volvo you often will here people talk about how they associate safe with the position the cars have in their top of mind. This is something that Volvo obviously strived for in their drive to stand out from the crowd, they knew their cars were and they decided to show the world. In that old adage that actions speak louder than words, they made a commercial where they showed the strength of their cars by sitting a tank on top of the volvo car and it didn't collapse under it it held it up. People noticed that and the end result was that Volvo not only set a company's identity as the safest cars, but also in the consumers mind that was also Volvo's identity to them. I remember this ad when it played I though it was cool to see, my parents took notice of what it stood for. Volvo has always been their car, and every time they get a new car its a Volvo, my Sister bought one too, right after she crashed our moms and wrapped it around a tree, she walked away with out scrach, so one can see why consumers identify Volvo as the safe car.

Brand loyalty

I think that if there is one product, or product line which will result in brand loyalty from consumers it would be laundry detergent and maybe dish soap. For certain laundry soap, I don't know alot of people who jump brands of laundry soap for price breaks, coupons, special offers and such. Its one of the products consumers won't sacrifice on. My ex was a firm sunlight user and I'm tide, we had to do separate laundry cause neither of us was willing to switch. I actually broke out in hives when she washed my stuff in her detergent (I might be allergic to the artificial lemon). My family as far back as I can remember has used tide, my mother, my grandmother. When we go overseas we brought tide with us to do laundry. We believe in the brand it has never done us wrong. when we change its within the brand line, We have all started using cold tide, and wont even look at any other companies cold detergent. Personally I know I bring up tide every time we talk about brand loyalty in classes, its the only think I believe I have loyalty to as a product.

Brand Architecture

I think for me one of the best brand architectures is the President's choice, its a great family brand. The whole line is well supported by the company with lots of commercials and seasonal flyers which praise all the products, pair them off with each other in recipe combinations and meal combinations. They have had a great speaker for the brand when if first came out with Dave, and now with a younger gentleman who seems to speak passionately about the PC products. I know that there have been many times I have tried a new product because it has the PC logo on it and have associated great quality with that brand.

Brand Story

So a product that I think has a strong brand story, and has stuck with me since first year, is lucky strike cigarette. Started in 1871 as a chewing tobacco. in 1917 it started the slogan "its toasted" and L.S.M.F.T. which stands for lucky strike means fine tobacco.

The story about them that I like the most is their war time story. in 1942 they changed their package design for the reason that the two original colors green and gold used metals which were required for the war effort, so they changed the colors and made a big campaign out of it.

Luck strikes went with the slogan "Lucky Strike green has gone to war" and it quickly became one of the preferred brands of smoke for G.I.'s. The truth of the change was actually to attract more female smokers because the current colors were not appealing to them, but they marketed the change to be more American and patriotic and it worked.

My Favorite Brand characters

Tony the Tiger for Kellogg's Frosted flakes

Snap, Crackle, and Pop, for Rice crispies.

Charlie Tuna for starkist tuna.

The Beefeater guard for Wimpies burgers (UK)

The green giant and sprout, for general mills frozen vegetables.

The gecko for GEICO insurance.

The bear for A&W burgers.

Bugs bunny and Porky pig for Warner brothers. Always part of their logo.

The MGM lion and kitten.

Branding blog assignment up and running, lets talk about Brand Characters "Critters"

So here we go this blog will be used to post some musings about what I think about branding.

So here is my first post, When I think about Brand I first have my thoughts go to Brand characters, or as Leo Burnett coined the name "critter characters" Its amazing that a critter can end up having more worth than the brand itself. to illustrate this point I give you......... Tony the Tiger for Kellogg's frosted flakes.

Created by Leo Burnett's company and voiced by Thurl Ravenscroft for over 50 years, up until his death in 2005. A interesting side note, Thurl is also the voice and singer for Doctor Suess's how the grinch stole Christmas.

I believe that Tony is one of the greatest Brand characters around, he is in a sense timeless. He is global, and easily recognized.