Brand Different (page 2 of 2)

But it offers a great working example of what can be done on a small budget.

Let's be frank - any product can turn out to become a major success if branded right - and if (and this is essential) the product won't disappoint the consumer. However it all requires a risk adverse attitude - you need to dare taking chances, identify and build strong personalities and leverage alternative communication channels.

Going the traditional way probably won't work anymore unless you are prepared to spend a gazillion on marketing and branding - knowing that half of the budget will work - the other half won't - only problem you won't know which one of the two halfs will turn out to be working.

Building new brands today is all about being dramatically different, being human and daring to have a strong opinion about life. A Canadian brand called Jones Soda managed to create one point of difference by offering consumers to design the label them selves on the Internet. In return the company guaranteed to print and distribute this on bottles across North America - well sort of - they would distribute the bottles yes - but would not tell you where to find it. Can you imagine how engaged the consumes would be in finding their own bottle?

Nudie is human - each of the bottles has its own individual label - with a individual fun story about the bottle and the content. They're so funny that close to 70 percent of all consumers has read the labels - as they're so funny. Why - because they're human - human and humor is very closely related.

However a brand as well needs to dare taking chances. Through history many brands has hit a success by being different, just think about United Colors of Bentton, Diesel or Virgin - they're all human, contains humor and dares to say their opinion about the world.

I remember hearing information technologists would never be fired for choosing IBM. I suppose you could once could have said the same of marketers who combined the traditional media channels in their plans. But things are changing. The IT guys probably still won't be fired for recommending IBM, but marketers with plans based on traditional channels and old school thinking shouldn't get too comfortable.