Brands I Love and The Reasons Why?

When it comes to brands who are extremely good at what they do, Axe and Victoria Secret come to mind instantly.  Both of these brands are extremely consistent in their messaging.  Both brands speak directly to their consumers and stay on message 100% of the time.  Axe convinces customers that their products make them more desirable, and Victoria Secret tells every woman that she deserves to feel sexy every day.

When it comes to brands that offer interesting value propositions, I love Priceline and Apple.  Priceline offers the Priceline Negotiator commercials (and tool), which differentiates itself in it’s industry versus it’s competitors.  The use this as their main feature in their advertising, which drives people to the site where they end up purchasing hotel, air, and car rentals.  Apple, on the other hand, mainly uses it’s messaging to differentiate itself (at least in it’s advertising, I know the products are different than the competition, but it doesn’t focus on the features).  The Apple versus PC guy commercials are masterful at spreading the message that “The cool guys are using apple, and the old boring guys are using PCs (also effective at lumping all of its other competitors together without naming any of them).  I don’t know how many 40+ year olds I know, who are actually honest-to-goodness boring people, who now have apple computers and I believe that their advertising directly led to that result.  It is enviable to see advertising that is as effective as Apple’s is.

I hope that helps.  Good luck out there!

Todd Hagopian

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About Todd Hagopian (@ToddHagopian)

Todd Hagopian received his BA from Eastern Michigan University with a major in Political Science. After graduation, he worked as a Financial Advisor and a Bank Manager before returning to school. He attended Michigan State University, where he completed an MBA with a double-major in Finance and Marketing. Todd is now a Senior Product Development Manager for a Fortune 500 company. He frequently writes about business issues, social media strategy, and political issues that he finds important. Enjoy the blog!

Posted on September 23, 2011, in Business Strategy and tagged , , , , , , , , . Bookmark the permalink. Leave a comment.

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