When you see the Tiffany & Co. box, what do you think of? Quality, perfection, first class?
When I see that little blue box I think of determination, focus and a steadfast purpose for the brand. That little blue box has surpassed the job of holding jewelry and has become an icon of wealth, success and prosperity for the Tiffany & Company.
So how does that happen? How is a company able to build a brand, not around their product, but around the box that holds the product?
Why is a brand audit important? A brand audit is a holistic way of looking at a business. The brand audit examines all the areas in which your business interacts with the world. Before your business can prepare any effective marketing strategy or campaign, it must first understand where your brand is currently positioned and how that position is perceived by your employees, customers and market.
An Open Letter to Businesses:
Brand differentiation comes down to three simple components: idea, promise, and implementation. Each is equally important in your overall success and, like a tripod, if one leg falls short the structure will be unstable and collapse.
The commercials about “puppy-monkey-baby” don’t always make sense, but they succeed. We laugh at them, wonder if they represent the product best, and consider the branding techniques.
We know and accept that marketing teams work on the Super Bowl commercials with puppy-monkey-baby. Marketing teams play with our minds and subtly manipulate the way we think. We know this.
Did you know that the average human brain can assign a meaning to a visual scene in a fraction of a second?
Nearly 50% of our brain involves visual processing. Combine the previous statistic with the fact that 70% of our sensory receptors are located in our eyes and you can quickly get a sense for just how important visual cues are when it comes to the marketing message your business is trying to send.
The first actual “broadcast” of the Olympics happened on closed-circuit television in Berlin, Germany for the 1936 Summer Olympic games, but it took nearly thirty years until the USA followed suit.
In 1960, CBS paid $50,000 for the rights to broadcast the winter games in the USA—which was the first time the games were aired on television in America. Seeing their investment pay off, CBS doubled down in that same year for the Summer games by spending a whopping $394K (an estimated $3.15 million in today’s dollars) to obtain exclusive distribution rights for the summer games in the USA.