That a company which has been known for being synonymous with junk food has invested in such a platform is remarkable the products themselves are quite good (almost too good! can you pass more of those Tangy Tomato Ranch chips?!) and the communications campaign is funny and entertaining.Īnd yet, the platform tends to reinforce stereotypes and an unhealthy cultural phenomenon (i.e., women feeling guilty about snacking - you can read more about this on the Gender Bender blog). ![]() The platform is for the company’s health and wellness brands, Flat Earth, Baked, and Smartfood, which have all be re-vamped, expanded, and improved. On the flip side, I realize part of my ambivalence to Frito-Lay‘s recently launched brand platform, Only In a Woman’s World, is because, for all its good, it doesn’t make me want to be a better person. Naturally these feelings are in the realm of physical fitness and athletic achievement, but I don’t believe that diminishes their importance - bottom line, I’m inspired. I know, it sounds cliche, but I really feel like Nike not only “gets” me, they make me want to be a better person - they make me want to push beyond myself beyond what I think are my limits and to really accomplish something significant. For me, for example, Nike is a brand that inspires me. When someone challenges me to rethink who I am and how I think/feel/act so that I want to be a better person, I regard that person as inspirational.Īnd so it goes with brands. Thanks to Jack Nicholson’s memorable delivery of the line and the touching story of the movie itself, the idea of someone having such a profound effect on another has always stuck with me. So here’s my suggestion - an inspiring brand is one that makes me want to be a better person.Īs in, “ you make me want to be a better man,” from the movie, As Good As It Gets. ![]() After all, I would think many brands aspire to be inspirational and so perhaps if we can agree on what makes a brand inspiring, that would provide some direction and guidance for brand-builders. not is probably not very instructive.īut perhaps a definition of inspiring brands might be helpful. Inspiration is quite a subjective, personal thing - and so, differentiating brands by their ability to inspire vs. I mean, there are some really great brands out there that don’t necessarily inspire people, right? I’d list a few examples but I fear I might offend someone by naming a brand that does indeed inspire that person - and so that’s not my point. Recently he twittered a question, “ What brands inspire you?” and that got me thinking about what differentiates a brand that inspires from one that doesn’t. This post was inspired by a recent tweet from Gabriel Rossi, a “branding strategist” (as he calls himself) based in Sao Paulo - I’ve had the pleasure of meeting Gabriel through my blog and Twitter (one of the great things about social media is connecting with new folks like him).
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