Is it really you?

1. A bad ad:  One that fails the "logo test" -- could you replace your logo with a competitor's and still use the ad?

John Moore provides a great example with the new Starbucks ads, which could easily be for Caribou Coffee (look here).  Car companies fail this test all the time.

2. A bad motto: One that fails the "uniqueness test" -- could any competitor use your motto?

Bearing Point "gets things done. Differently." Whatever. So does my toilet paper.  Here's a comically generic list if why they are "different":

Result: Measurable & Sustainable.
Approach: Collaborative & Flexible.
People: Passionate & Experienced.

That could be a direct quote from every MBA resume we get.  Read "Why Johnny Can't Brand" for a tutorial on how to create a dominant selling idea.

Comments

Kristofer Mencák said... (Nov 21, 2007 4:47:00 AM)

I wonder how many companies would actually pass these tests!

Also, one more question to ask:

Could any competitor replace your product or service and provide the same value to the customer?

Best regards,

Kristofer