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August 10, 2004

Fast Company Better Brand Contest - Part V

Below is the final of five installments of our attempt to use the Marketing Playbook ABCs to answer the question Fast Company recently posed in its contest (for which we got an honorable mention).

Brand 13. Tiffany & Co- Diamond Depot

A. Yes, great job at going mid-market while retaining high end image

• In all kinds of malls everywhere across the country
• Still conjure images of Audrey Hepburn that all brides to be long for

B. But, You're way behind online.

• Lot's of men would prefer not to go to a Tiffany store, esp. with their intended.
• Your site is too complicated and not helpful to a diamond dummy like me.

C. So, Buy Blue Nile and Be the Best of Both.

• Take your great brand to the world wide web
• Leverage Blue Nile's technology and selection.
• But add your mystic and aura (and your lovely gift boxes) to all these orders
• And use your stores as the ultimate bricks and clicks showrooms and pick up depots (so guys can look really suave when they bring the bride to be or anniversary wife in the store).
• If not Blue Nile then buy someone else online - like Ice.com

Brand 14. The USA - Inviting, Uniting States of America

A. Yes, this is the greatest country on earth

• For more reasons than any of us can count.
• Our freedoms, our say in government, our courage, our common sense, our goodwill, for starters.

B. But, we are at a crossroads.

• Where we can grow to resent the freedom of those who disagree with us.
• Where we let the threats we face alienate us from the rest of the world.
• Where we can take refuge from our challenges and fear in patriotic slogans and comforting consumption.

C. So, Be Humble, Be Proud, Be Open, Be Responsible.

• Whatever your party, I don't think you could do much better than Barack Obama's Democratic Convention speech.

• We are not and cannot be the Blue and Red, the liberal and conservative, the protectionist and globalist states of America.
• We have to be the United States of America
• So, express yourself, listen to others views, disagree but do not belittle or deny, try to understand and find commonality, here and throughout the world
• FINALLY, VOTE. IT MATTERS!!

Brand 15. Virgin - Eve's Apple

A. Yes, you appeal to the youth in all of us.

• From records to planes to wireless service.
• You say, fresh, fun, functional and why not nice looking at the same time.

B. But, you do all the creating, why not give me a chance.

• If I'm a Virgin person, I am creative in spirit. I like new experiences.

C. Buy Apple.

• Take the Virgin style to computers, music players, software etc.
• Take the Apple design and thinking to all of your services.
• Put creativity, style and fun in the power of all your customers with the coolest tools.
• Richard Branson/Steve Jobs - President/Vice President, now that's a compelling ticket!?!

For the previous set of brands click here.

Posted by johnza at August 10, 2004 11:05 AM

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