I’m seeing a lot of companies getting their branding wrong and have highlighted two specific cases in this post. Ok, so this is a bit of a tongue-in-cheek post but I do think that advertising campaigns that follow the product benefits I’ve outlined below will work wonders for their sales, allowing them to tap into customers who would never have considered their benefits in these ways.
For what it’s worth, Wikipedia has the following explanation here. But for me, a “brand” is quite simply a company’s identity – whether it is a logo, slogan, name, culture or design. “Branding” is the marketing or advertising of that logo, slogan, name etc to the broader public in order to build brand recognition or reputation, thus making a company or product or service synonymous with its brand. Ideally making it more recognisable and popular than its competitors.
Let’s take Dioralyte as the first example. The immediate brand recognition is a rehydration drink for those who have suffered from a bout of diarrhoea or similar travel sickness. As they state on their site:
But I think they’re missing two huge opportunities. The first as a cheap and effective sports rehydration alternative. Let me explain: When I used to play a lot of football, I’d have a sachet at half-time and at the end of games, as well as plenty of water, and they worked just as well as the expensive sports drinks on the market. Ok ok…they’re not as sporty or cool as the likes of Lucozade or Gatorade, but who cares when you put them in a random bottle to consume when you like?
And secondly, how about as a hangover remedy? On Stag Do’s I’ve been on, I always take a box of their sachets for the morning after much to the amusement of fellow Staggers when I unpack them. But come wake up time and they’re queuing to rehydrate and get on with the day’s festivities! Much better than just water, they replace all the minerals you’ve lost and help flush out the bad stuff.
What about Vicks? It helps clear bunged up noses when you’ve a cold. Right? Not quite. When I had a heavy cold once I dropped some VapoRub into a bowl of freshly boiled water, put my head over it with a towel draped over to trap the steam in and breathed in for a few minutes. Sure enough my nose (after several blows!) was clear, my head felt less heavy and off I jogged feeling refreshed.
Such was the positive effect it had, I did the same thing before a game of football when I wasn’t ill at all. I felt invigorated and had a cracking game! They should brand it as a sports breathing aid – forget those silly nasal strips, just breathe the menthol steam and off you go!
Similarly, Vicks VapoRub is great on chests – and not just for when you have a cold. During sport, with constant wafts of strong menthol, it clears your nose, helps you breathe more deeply and can prevent the unsightly “snotting”.
So come on Vicks and Dioralyte, what about it? 😉