By Clay Deal - Integrated Marketing Specialist at Xapsis Integrated Marketing
I’m going to ask a couple of simple questions, and I want
you, loyal Xapsis Blog reader, to answer as quickly as you can, either out loud
or silently. Okay, here we go…
What is the name of the item that you put over a small cut
on your hand so it can heal???
How many of you said Band-Aid? Probably quite a few of you. What if I told you that you were wrong? The physical product that you put over a
small cut so that it can heal is called an adhesive bandage. Band-Aid is a brand of adhesive bandages.
Alright, let’s try again.
And on second thought, only
answer out loud if you are alone, we don’t want your co-workers thinking you’ve
lost it.
What do you use to blow your nose???
Time’s up! How many said Kleenex? Again, I’d be willing to be the majority of
you did. And again, you’d be wrong. The physical product you use to blow your
nose is a facial tissue. Kleenex is,
again, just a brand of tissues.
I’m going to give you one last chance. Here we go again…
What is the shatter-proof plastic glass called???
BUZZZZZ. Okay, who said Poly(methyl methacrylate)? WHAT? No
one? Ahhh, most of you said Plexiglas, which is understandable, because that is
what comes to mind for most of us. The
problem is, however, Plexiglas is the brand, not the product.
The question that begs to be asked is, “Why do so many of us
commonly ask for or talk about the brand, not the product in these instances?” Because of great MARKETING, that’s why.
The companies mentioned have gone to great lengths to establish
themselves as household names. Once these brands achieved that name
recognition, they have been proactive in protecting that brand name, so that it
does not become too generic. These
organizations must fight the trend or possibility that their brand name becomes
associated as the common name for inferior products. Apple may be facing this issue with the iPad,
as many people are beginning to use this term as a generic reference to all
tablets. Still, it seems, a good problem
to have. Would you rather spend money
to protect a well-known brand, or spend money to get that recognition.
Wouldn’t it be great if your product or service not
always came to mind when someone mentioned a specific need, but your brand
became the “name” for that product of service? Band-Aid, Kleenex, Duck Tape,
Xerox, Polaroid, Photoshop... The list goes on.
Is your brand on the right track? Do you have a clear message? Is that message
integrated across all marketing mediums?
How are you separating yourself from the pack? If you are unsure on how to answer these
questions, give us a call. We can help
make sure that you are on the right road to success.
Xapsis Integrated
Marketing-Taking you from where you are…
to where you want to
be.
