09/07/2017

Be Consistent And Let People Know You by That

The principles of branding mirror the principles of human engagement

At the risk of triggering an unpleasant high school flashback, here’s a pop quiz. Take two minutes and see if you can conjure up the current slogans of the following 10 brands (no Googling allowed):

1. Pampers
2. Gillette
3. L’Oreal
4. Chevrolet
5. Louis Vuitton
6. Ford
7. Coca-Cola
8. Amazon
9. Sony
10. AT&T

How’d you do? The answers are at the bottom of this article, but if you’re like most people you probably already know you failed. Badly. Unlike in 11th grade, however, flunking this quiz is perfectly OK. In fact, if you knew more than a handful of these brands’ slogans you’re watching too much TV.

Whenever we conduct this exercise with clients, most get only one or two correct, and many none at all. The point? These are 10 of the biggest advertising spenders in the world and we don’t know their slogans. That’s their problem, not ours, but it’s also instructive. It never ceases to amaze me how the principles of branding mirror the principles of human engagement.

Please click here to read the complete article from SmartBrief.