As a marketer, I’m a bit cynical about marketing. As an example, I didn’t watch television for ten years–I know how insidious a medium it is.
I’m just as cynical about brands. Or maybe I just have really high expectations. I’ve been polling marketers lately on their favorite brands. What do they, as marketers, completely give in to, knowing that they are letting themselves succumb to the persuasiveness of marketing, the power of branding? Some of the answers are here on LinkedIn: http://jijr.com/X2V.
Being fair to all my polling respondants, here are a few of my favorite brands:
Henry Lloyd. Excellent foul weather gear that endures years of hard wear, and company has excellent service for repairs or replacement
Ray Ban. I used to wear their sunglasses exclusively, and if I ever had a problem, they sent me a new pair.
Maui Jim. My new Ray Ban, and they are stepping up to the plate with quality and service.
Patagonia. Excellent, stylish products (for getting sweaty) that hold up well after intense wear. Like the first two, they have excellent customer service standing by their products
Volvo. I used to love it but now it’s Ford. Not sure what to do now …
Mercedes. I loved the campaign about how long people have had their cars. I remember vividly the couple that had bought their car in Europe, toured on vacation there, shipped the car home, and have taken every vacation since in their car. I’ve never had one, but since Volvo has defected, this may be my replacement.
Matthew Weller. Our local farm stand. He is the brand, and he is so good at it. Genuine nice guy who keeps customers coming back. Gives my son a lollypop, talks about boating with me, and baseball hats with my husband.
Safeway. Clean store, good food quality and choices, competitive prices. But the customer service at our local store is excellent. Once you ask a question, you never walk alone. The checkout people remember you, and they’ve even run after me in the parking lot if I’ve forgotten something.
Emerald Nuts. I loved the creativity and wackiness of their web site and their ads, but I’ve never bought them or eaten them.
The Amazing Race. Yes, I watch tv now. My husband and I think we’d be a great team. Not only do we turn our own life occurrences like trying to reseat a chair or drive through Naples, Italy into challenges, but we do them while keeping our children happy. Can’t you tell we’d be a shoo-in? However, the current show is putting me off a bit. It’s one thing if the contestants choose to wear their own skimpy togs, but forcing them to cavort on a gym mat in an ill-fitting white, somewhat see-through leotard or run through Vladivostok in their underwear is a bit demeaning.
Did you notice how many times I wrote “love” while talking about these brands? That’s a beautiful brand result. I hope my clients say they “love” working with me! (Anyone?)
Share your own favorite brands … but please include why you are drawn to them–that’s more interesting than the brand itself! And thanks for reading!
Visionary Thinking 