posted by admin on June 3rd, 2010
Today is the final day of my 3 favorite and most (personally) impactful brand messages series. We looked at eHarmony yesterday, a brand that I feel cleverly marries (pun 
a clear brand message with credible brand proof that builds customer trust in the eHarmony brand and services.
Today, I’d like to end the series with another personal favorite—Geico. Now you probably best know Geico as the car insurance company with the cute gecko with even cuter accent. Well the gecko goes a long way to add personality to a brand that already had a pretty strong brand promise. The ads all state “15 minutes could save you 15% or more on car insurance”, which increases the appeal of the insurance provider (it does for this guy at least) with the key—hard numbers.
The use of numbers is an often under utilized principle demonstrated by Geico. After all most insurance providers merely stated something like “we’ll save you money on your car insurance”. This is a very generic idea that generates a weak “same-old-same-old” response by viewers. However, Geico adds the hard numbers to that statement—“15 minutes can save you 15% on car insurance”—boosting the strength of the company’s brand and helping to differentiate them from a pack of other insurance providers who stick to general (and weaker) brand messaging.
~ Brenton Schmidt
Tags: brand essence, brand messaging, core brand messaging, geico marketing, online marketing, web 2.0
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posted by admin on June 2nd, 2010
Yesterday I talked about how strong core brand messages can resonate with an audience, and I featured the first of my 3 favorite and most (personally) impactful) brand messages from the Enterprise car rental company. Enterprise’s tagline “We’ll pick you up” is a functional promise to Enterprise customers with a witty double meaning…read my post yesterday (if you haven’t already) to get the scoop on Enterprise’s core brand messaging.
Today, I’m sharing another of my favorite core brand messages. This one is from eHarmony.
2. eHarmony – The one that gets you married (this key message was taken from the eHarmony website)
The eHarmony brand cleverly marries (pun intended two key principles:
1. The first principal mirrors our discussion in one of my former posts on Brand Essence from our MFX Partners site, which determines “What business are you REALLY in?”. eHarmony is in the marriage business, but what differentiates them from competition dating sites is that fact that they go as far as to promise customers that they will help them find true love.
2. The second key principle is having credible, convincing brand proof, and eHarmony can definitely back up their promise to get you married with compelling testimonials and their one-of-a-kind ‘Compatibility Matching System’ that includes 29 keys areas of compatibility. It’s this tangible process/system that builds solid trust in their brand.
Is eHarmony’s brand message love at first sight for you to?
Tomorrow I’ll feature my third of 3 favorite brand messages. But in the meantime, please share some brand messages that impact you the most.
~ Brenton Schmidt
Tags: brand essence, brand messages, branding tips, eharmony branding, top online brands, web 2.0, web marketing
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