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I was watching a Sunday football game and kept seeing more brand promise examples. Every commercial ended with a simple statement of potential value. To “sear in” a basic benefit before our minds head back to the game. I was looking for them, of course, but I wonder if any of these were captured by the average football fan.
Call them taglines if you want. But since they accompany the brand or logo and play the role of “last words”, they are the brand promise to me.
Here are 10 more brand promise examples for your review. Which one is your favorite? And which one makes your stomach turn?
You may get a sense of my reaction below:
1. Coors Light – “The World’s Most Refreshing Beer”
This brand promise from Coors is consistent with their “frost brewed” push and it is one of the most benefit-based promises. An aspect I like. The problem is one of relevance. How many people want their beer to be refreshing? And how many people like a lighter beer (one that would qualify as refreshing). So it’s a claim (world’s most) and it tells you why.
2. Etrade – “Investing Unleashed”
This one from Etrade clearly identifies the category in which Etrade competes and brings in an element of emotion and excitement with the “unleashed” word choice. Combine them together and you get a short, crisp and fairly evocative brand promise. Unleashed also helps to support the online aspect where Etrade found its roots and speaks to the unlimited potential of online trading.
3. Geico – “15 Minutes Or Less Can Save You 15% Or More On Car Insurance”
This one from Geico has become somewhat famous. Partly because of the huge investment Geico made behind the campaign. But also because the promise is so specific in its offer. In 15 minutes (easy, convenient) I can save 15% (worthy number). Why wouldn’t someone investigate this one?
4. Accord – “The One”
Honda is a big successful company. And obviously the Accord has been the #1 selling car. So it’s hard to be critical. But I will anyway. This is a great example of a big generic statement that means nothing to me. Of course, it is taken out of context. But shouldn’t the #1 car in America have a more compelling value statement? Don’t they have budgets aplenty to hire smart people who can distill the brand’s value with more energy? Out of context, this sounds arrogant. And one-dimensional.
5. Volkswagen – “Das Auto”
So here’s another short and crisp brand promise. One that baffles the mind. Das Auto means nothing to me. It is the ultimate “only works in context” line. Not only does it require translation (I think) but it also taps a generic term for one of the two words. No apparent benefit and no emotional takeaway. Maybe someone explain why this works for them.
6. Google Chrome – “The Web Is What You Make Of It”
It’s hard to argue with anything from Google, Apple or any other behemoth of innovation. They are delivering tools and services in the simplest form. What I like about this is the spirit of innovation and self-discovery it suggests. It is entrepreneurial in nature and sounds like something we all can do if we have the passion.
7. Civic – “To Each Their Own”
I like this one from Civic because it supports the unique aspects of their product line. If you go to the Civic site, you are supported with: “We’re all different. That’s why there are five different Civics”. This message is fun, inclusive and has a creative dual meaning. The Civic family has a car for everyone. Or so it seems.
8. Gillette Fusion ProGlide – “Against The Grain Closeness, Comfortably”
I’m a guy. I use razor blades. But, honestly, I don’t really understand “against the grain closeness”. I get that sometimes the razor has to travel in different directions to cut close. But I can do that with a change in direction. And I think it is too detailed for a brand promise. But Gillette is using it that way. Comfortably is also an interesting word choice. Avoiding a slice in my skin is not the same as “comfortable”. And “closeness” is a word that is greatly overused in the razor business.
9. Nationwide Insurance – “Nationwide Is On Your Side”
This brand promise is highly emotional. And seems to be in the “like a good neighbor family” of feel good promises. The problem? No one really believes that an insurance company is “on your side”. We are so full of contrary examples. That’s why Geico has been successful. We want simple savings. Whether we get it or not. Airlines or banks are less likely to succeed these days with a purely emotional argument because it will fall flat. Since the news of rising fees is beginning to hurt the trust.
10. Toyota – “Moving Forward”
This one’s in direct contrast to the old story about the product name for the Chevy Nova (in Spanish, “no va” means “won’t go”. So Toyota is saying “will go” in “moving forward, right? Well, not exactly. It’s more of an innovation message. But it is boring and generic. Again, all those smart people and all they can come up with is “moving forward”. Simple is good. This is not good.
11. Arby’s – “Good Mood Food” (A BONUS)
The problem with this one is that it is attached to a smarmy ad campaign. It’s a late entry to the Glee/freecreditreport.com sing-a-long ad trend. This one doesn’t work for a number of reasons. Partly because eating “less than healthy” food generally doesn’t put you in a good mood. It makes you feel guilty. Which, as far as I know, is not classified as a good mood. Note to advertisers: we’re getting really tired of the overly upbeat, smiling people you are using. We’d rather have real emotion and tangible benefits.
Of course all of these are taken out of context and you might say it is unfair to quote them away from the commercial that launched them. But I think a brand promise has to work anywhere. And with little to no explanation. Agree?
Please let me know what you think in the comments.
Which of these was your favorite? If none, what have you liked from the past few months?