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September 22, 2011 at 08:00 PM
Telling a brand story through well-crafted marketing copy can capture the essence of a brand. And building those brand messages into the physical product itself can reinforce the brand’s value proposition every time the product is used.
Here are three consumer product marketers who are doing this brilliantly, and some branding advice for your smart marketing strategy.
Old Spice Classic Men’s Deodorant. Yes, it’s been around forever and it hasn’t changed much. But Old Spice has rejuvenated its brand with attention-getting TV ads and a branding strategy driven by its heritage.
Here’s the clever copy that appears on the product label of Classic Men’s Deodorant, where you see it every time you prepare to apply it: “If your grandfather hadn’t used this, you wouldn’t be here.”
While most of us don’t want to think about exactly how we got here, the underlying message–attractive men have always turned to Old Spice and with great results–is the essence of Old Spice’s brand. And because it’s part of the physical product, it’s a can’t-miss marketing message.
Tilley Endurables. Made in Canada, Tilley hats are designed for people who enjoy outdoor life. The company positions its products as long-term investments in comfort and self-protection, so Tilley sews a fabric label inside every hat with a stitched message that reminds you why you spent so much money on a head covering.
