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.
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