A Tagline for Tomorrow: How to Win Big in 2016
Subject: 10 characteristics of an effective tagline.
Despite its overwhelming success, the Republican 2014 midterm election campaign was a sorry example of strategic positioning. Yes, the Republicans improved their ground game and voter motivation differed markedly than in 2010 and 2012. And yes, there was considerable angst afoot about the president and his policies, his slide toward extra-Constitutional thinking and his enthusiasm for progressive social initiatives that cut deep into traditional American culture.
But absent the “Nobama” ax the Republicans swung with such gusto, there was a clear lack of strategic underpinning to their midterm messaging ...
Read more here: www.brianefaulkner.com/blog/how-to-win-big-in-2016-a-tagline-for-tomorrow
Subject: Your Tagline Should Tell The Truth!
Two words at the bottom of a Whole Foods sales receipt caught my eye recently: VALUES MATTER.
“What’s up with this?” we asked?
“You know, values – the things people believe. They matter. That’s what Whole Foods is all about.”
Of course. Whole Foods Market® has hung its mostly organic hat on that for years. A tilt toward unadulterated, unmanufactured foods has been their stock in trade ever since John Mackey and his wife started their first store in 1978. Company “values” still encompass trust and the greater good … and attract a refreshing variety of both staff and customers.
But these days, Whole Foods Market is far from alone in offering organic fare. Even the most mundane mainstream grocer now carries some organics, and the leaders among them have gone in heavy for it – even Walmart, for heaven’s sake! Not to mention a plethora of “natural foods” competitors out there who would like to eat WFM’s lunch.
So Whole Foods needs a way to stand out … again.
Read more here: www.brianefaulkner.com//blog/new-whole-foods-tagline-nails-it
Subject: Brands That Connect at the Heart.
Heard the other day about a WWII vet from New Jersey selling his automobile collection. Six cars, every one of them a Ford. Not a Chevy in the bunch. He was lifetime loyal to the Ford brand, so much so that “If you had a Chevy you didn’t come in my driveway. You parked out on the road.”
The choice used to be that simple for those of us who came of age in the automobile saturated culture of post-war America – especially the full-bore 1950s, the decade of classic cars and classic rock (neither of which were deemed classic at the time). Ford and Chevrolet were the butter-and-bread choices of Americans 50+ years ago, before the car market got choked up with so many different brands and models – not to mention the infinite variants of those brands and models ...
Read more here: www.brianefaulkner.com/blog/ford-possessed-chevy-obsessed-building-a-fortress-brand
Subject: Stick to your brand's promise.
When I traveled for business more than I do now, I’d occasionally come across a Godiva boutique and add a small purchase of their memorable chocolates to my personal expenses. It was a pleasant surprise to turn a corner in some upscale mall or market and spot the luxurious Godiva logo. No matter where my thoughts had been, they immediately shifted to “chocolate” and the stolen moment I was about to experience.
From way back in 1926, when chocolatier Joseph Draps first opened his Brussels shop, Godiva has been superb at crafting words to describe their “extraordinary richness and design, a collection of passion and purity” (the founder's words). Today’s wordsmiths describe Godiva as “a sought after name with the timeless quality of passion, style, sensuality and modern boldness.” Their corporate boilerplate proclaims GODIVA Chocolatier as a brand that “consumers universally associate with prestige, elegance and quality …”
Read More Here: www.brianefaulkner.com/blog/godivas-alluring-words-enduring-promise
Subject: Be authentic.
How do you brand something as ordinary as fresh vegetables? If you’re a grower who sells veggies to grocery store produce departments, how do you make your product stand out over competitors' brands? Oddly enough, most fresh produce remains unbranded. But not vegetables and fruit grown by D’Arrigo Bros. Company, of California, pioneers in produce branding.
Back in 1920, two Sicilian immigrant brothers discovered the fertile land of central California and thought it would be perfect for growing broccoli ...
Read more here: www.brianefaulkner.com/blog/brand-as-handshake-a-new-twist-on-an-old-problem