How many ads do you think you see on any given day? 50? 100? 1,000? In actuality, experts say, it can be up to 5,000.
Consider your commute to work with billboards, business signs and radio commercials. Or imagine the time you spend in a doctor’s waiting room flipping through magazines filled with full-page perfume ads, product placements, celebrity-endorsements and product reviews.
Brand logos and messages are coming at you from all directions, but can you remember five brands that you saw advertised today? If you can, there are reasons why those brands stick out to you.
Successful brand building includes a number of marketing strategies that set a product or service apart from the rest. Duane Knapp’s book “The Brand Mindset” illustrates a brand-building concept called D.R.E.A.M, which stands for Differentiation, Relevance, Esteem, Awareness and Mind’s eye. Described as a “prescription for understanding, building, and sustaining brand equity,” the principle applies to most any brand, company or individual and can be used throughout a brand’s lifetime to maintain and enhance its presence. Here’s how the acronym breaks down:
Can you think of a well-known brand that hits the mark in each of these categories? How about one that needs improvement in one or all of these areas? By looking at brands in the context of Knapp’s D.R.E.A.M criteria, you can understand more about how brands differ from one another and what makes some brands more memorable than others. In many ways, it all comes down to gauging a brand or product from the perspective of the consumer.
How does your brand stack up to the others around it when you look at it in these terms? Is your product or brand one that consumers will remember at the end of the day?