So how does this concept roll out in business? Let’s begin by talking about everyday terms- when you ask for tissues, you ask for Kleenex and when you want to make a photo copy you say “I’m going to Xerox something”, when you have a cut you reach for a Band-Aid don’t you? Paper towels or Scott Towels?

But when Leo Burnett’s Green Giant came into our family rooms in the 1928, did it make people remember Green Giant when it was time to buy any vegetable that was green? You bet it did. They then retired the character for some time and then, “Despite a more than 10-year hiatus, the Jolly Green Giant is one of the most recognizable advertising icons of the 20th century,” explained Green Giant Marketing Manager, Tammy Sadinsky. “When developing this advertising campaign, we could not ignore the 80 years of equity that the Jolly Green Giant brings to the brand.”

What kind of sales did Alka Seltzer see when “pop pop fizz fizz oh what a relief it is” was introduced? Sales went up with the Speedy campaign as projected; however, in the 70’s Tinker and Partners created a frothy, luminous commercial composed of nothing but two Alka-Seltzers dropping into a crystal glass of water. The key phrase here was “two Alka-Seltzers”. Up until this series of ads, both the speedy commercials and packaging had only promoted the use of a single tablet at a time. This branding agency made an error showing two tablets, yet the president approved the spot and changed the packaging…forever! This drove sales through the roof.

So you are asking yourself, those product launches were years ago when their was a captive audience, today there are over 300 channels, how in the world does this impact our lives today?

Do you have an emotion about Kraft? General Mills? Betty Crocker? I bet one of these stirs up a feeling that might be childhood related or a happy brand memory. These corporations have spent billions of dollars driving that message home into our craniums.  It’s what a good marketing plan will do. Have you ever heard of the brand McDonald’s? Ask any child between three and eight why they want to eat there.

Our subconscious tells us that good marketing stay with us forever. Let me demonstrate this with a few ideas. What is a Toyota Sale-A-Thon? We know the name, we know the brand but we don’t really know what that sale actually means unless we were actually shopping in the market for a new vehicle. That is smart marketing mainly because when you do decide to purchase a new vehicle, Toyota, may come up for a car you might want to explore. Does your brand do this today?

Open up your refrigerator and look at the items you purchased, probably some private label but mostly name brands. Ask yourself, did I purchase Heinz Ketchup? Did I purchase Miracle Whip? Did I purchase Wishbone? Did I buy Coke or Pepsi? It’s truly amazing the amount of marketing efforts from creative marketing agencies that have gone into these brands to make them our “comfort” choice. Of course quality and not changing up the formula is all part of the strategy to keep a customer loyal. On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink with “New Coke”. Follow-up taste tests revealed that most consumers preferred the taste of New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for the public’s nostalgia for the old drink, leading to a backlash. The company gave in to protests and returned to a variation of the old formula, with high-fructose replacing cane sugar, under the name Coca-Cola Classic on July 10, 1985. The taste really didn’t change so the consumers were happy.

Now these are considered small purchases as compared to a new home. Can you give me a brand that you would seek out when you are searching for a new home. Strange isn’t it? New Homes, the largest purchase most Americans purchase, has NOT ONE brand. Go and ask your neighbor what kind of car he purchased and then ask them who built your home? Of course there are always exceptions, but mainly marketing smaller brands is an easier exploration. Is your brand closer to Coke or a Homebuilder?

Internet is the next wave of brand loyalty. It’s right on your computer everyday. And if you think television or movies does not influence as much awareness, just watch Talledega Nights and see the placement of the complete Apple Bees commercial or watch each season that Jack Bauer from 24 gets a new car sponsor and the logo is shown in nearly every episode. It is happening everywhere in every form. The question is…how are you getting your brand into the public?

Enjoy this link: http://www.youtube.com/watch?v=PUxxI28zhNc

To reat “Who Says Marketing Is Not Valuable? Part One” Click here.