How potent can brand be?

Watch this hysterical but quite pointed video created by Penn and Teller for their Showtime special.  (E-mail subscribers — click here to watch the video) Ask yourself these questions:

  • If my business were stacked in a row next to all our competitors — would we look different?
  • If we looked different — what would that difference be perceived to be?
  • If you were to peel away our "label" would that difference still exist or is it just marketing spin?

A hat tip to the very smart and savvy Susan Armstrong of Armstrong|Shank for reminding me of this eye-opener!

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6 comments on “How potent can brand be?

  1. Samuel says:

    Hey Drew, have you changed something around here? Your blog looks different…?

  2. Karin H. says:

    Hi Drew

    How gullible aren’t we all if it comes to it. All worried we’d been seen as fools, nit-wits or idiots for not knowing the product we’re sampling (buying, using) is definitely something different.

    At the moment I’m rereading Robert Cialdini’s “Influence, the power of persuasion” and this example falls right in there: consistency, “authority” and even liking.

    Thought for food (or drink in this case?) – peel away the label of your own “expertise”, enhanced products/services and would you find tap-water too?

    Karin H (Keep It Simple Sweetheart, specially in business)

  3. Stan Phelps says:

    Everything is becoming a commodity to a certain extent. So the big question is, ‘How do you stand out in the sea of sameness?’ Unless you want to compete on price you need to differentiate your version of ‘tap water’. My contention is that it can’t be just lip service. Actions speak much louder than words. How can you ‘go above and beyond’ by delivering your product or service in a unique way and by giving a little unexpected extra? Where is the lagniappe in your marketing?

    PS – Karin H. Do you know that the word ‘gullible’ isn’t even in the dictionary?

  4. Angie Glotzbach says:

    Anyone care to go into the water bottling business with me? Obviously tons of cash to be made.

    This is an excellent example of appealing to the snobbery in folks. Not in a harsh way either, just reality. It’s one of many ways to brand, to stand out — with the excellent labelling and even better fancy schmancy water list. Powerful.

    Loved this video. A lot.

    Warmest regards,

  5. Brett Duncan says:

    This is so freakin’ good. So here’s the question: are the people idiots for not knowing the difference, or does this just show how powerful every node of the experience can be? Maybe it really did taste different every time ….


  6. Karin H says:

    Really? Not in the Dictionary? Now, who’s gullible? 😉

    Karin H

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