Marketers, looking for ways to take your branding strategy to the next level? Here are 10 ideas and examples of brands that are doing it right.
1. Go full-on Branson
Virgin Group gets brand extensions right, creating new products in categories such as airlines, hotels, communications, and banking. Not all of those ventures succeed, but they are always aligned with Virgin’s daring attitude and tone of voice.
2. Adapt your formula to meet consumer concerns
Once, Aspartame was OK. Now, consumers are worried it might be dangerous for their health. PepsiCo has announced it will stop using aspartame as a sweetener in its drinks.
3. Attack your competition
That’s risky, but also memorable. Apple and Microsoft have engaged in a series of ads comparing each other’s products. If you think you might lose, better skip this one.
4. Partner up
This is like dating a 10 to make you less of a 6. Harnessing another brand’s appeal might make you cooler. Target’s collaboration with designers such as Missoni and Zac Posen helped elevate the store’s fashion game.
5. Deliver similar benefits in a different shape
Tide fights stains at home; Tide Pen delivers stain-fighting power in a convenient way for on-the-go clumsy coffee drinkers.
6. Go on a diet
Coke tastes great with a burger. Diet Coke has no calories, helping you eat more burgers.
7. Dominate your vertical
Planters know everything about peanuts; therefore, Planter’s Peanut Butter must be great.
8. Get your audience more of what they love
Oprah Magazine offers content to fans who can’t get enough of O’s wisdom through TV and her book club alone.
9. Sell subscriptions
Dollar Shaving Club completely disrupted the market for shaving supplies. Enough with struggling with the locked shelves at CVS!
10. Sharpen up your brand identity
People can identify UPS and T-Mobile ads without reading anything. Resist the urge to reinvent your look all the time; find something you can keep for the long run.
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