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 1st, 2010
Everything communicates—especially when it comes to your core brand message. This is the differentiating and compelling benefit you are promising your customers if they choose your product, service, or experience.
Some core brand messages are weak and just add to the noise. However, others resonate with their audience. I plan to share three core brand messages that I love over the next three days.
I love these core brand messages because of the intelligence of the clear brand positioning strategy that is informing the message—and because of the way they make me feel. I feel these brand messages are in a league of their own and can teach us some valuable lessons when it comes to impactful branding. Here is the first…
1. Enterprise – We’ll pick you up
www.enterprise.com
Enterprise rises above the rest in the sea of car rental options. The differentiating idea that they will come to your home, office, etc. to pick you up has brilliant double meaning. First, there is the functional promise—we’ll come and get you—and secondly, the emotional promise—you’ll feel great because of it. If these two meanings can be combined cleverly into one rare idea—then why not? This is why I love this brand message so much.
Tomorrow I’ll share the second core branding message in the series. In the meantime, what do you think of Enterprise’s branding? I welcome you to share your own favorite branding messages.
~ Brenton Schmidt
Tags: brand messaging, core brand messaging, customer experience, Enterprise branding, online marketing, web marketing
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