Comments on: Words of Wisdom… http://www.simon-law.com/archives/712 Sporadic thoughts - mostly about communications, brands, etc... Tue, 20 Jul 2010 07:44:48 -0600 hourly 1 http://wordpress.org/?v=3.0.1 By: Sophie http://www.simon-law.com/archives/712/comment-page-1#comment-3401 Sophie Wed, 15 Apr 2009 17:23:00 +0000 http://www.simon-law.com/archives/712#comment-3401 I was going to say Haagan-Dazs and Pedigree are showing they have a belief/a purpose in something and this is shown through their individual messages of 'saving the bees' and helping homeless dogs. But then I got stuck. This is not really the brand's purpose really is it? Aren't these more like add ons which consumers have found work and add value to the brand so may warm to that particular brand over others? The examples you have highlighted are showing that a brand needs to care a bit more than just sell (Pedigree and Haagan-Dazs). Balls and Gorilla are a bit different they are a form of entertainment and escapism - but again giving us more than a sales pitch which can often get very tedious. Whilst watching the television last night I could not help but think how most brands are still very much just saying (and not saying it well either). It is surprising really. I will be purchasing the Hoopla book as I have not yet looked at this - thanks. I was going to say Haagan-Dazs and Pedigree are showing they have a belief/a purpose in something and this is shown through their individual messages of ‘saving the bees’ and helping homeless dogs. But then I got stuck. This is not really the brand’s purpose really is it? Aren’t these more like add ons which consumers have found work and add value to the brand so may warm to that particular brand over others?

The examples you have highlighted are showing that a brand needs to care a bit more than just sell (Pedigree and Haagan-Dazs). Balls and Gorilla are a bit different they are a form of entertainment and escapism – but again giving us more than a sales pitch which can often get very tedious. Whilst watching the television last night I could not help but think how most brands are still very much just saying (and not saying it well either). It is surprising really.

I will be purchasing the Hoopla book as I have not yet looked at this – thanks.

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