Is Your Marketing Attracting The Right Bees??
- Posted by Maria Marcotte on December 5th, 2007
filed in Advertising |
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A friend called today and gave me a pop quiz on old school/retro candy. As I starting thinking back to my childhood, I was surprised at how easily PopRocks, Boston Baked Beans, Lemonheads, Squirrels, Bit-O-Honey, Chick-o-sticks, Mike and Ikes and Whatchimacallits came to mind. I’m certainly not the candy connoisseur I used to be. Even more surprising was that not only could I remember the taste of these yummy treats but also their packaging. Yes, I could recall the color, size, shape and type of wrapper for each one. Great memory? Not exactly. Great packaging? You’re getter closer. Great marketing? BINGO!! Great marketing is about the WHOLE package. The outside promises that the inside will be something great. If either of these elements fall short of their promise, the end comes very quickly and the memories fades forever.
December 9th, 2007 at 5:12 pm
You’re right! Makes me think of all the dot com companies out there with meaningless names that will never, ever resonate broadly.
That’s bad branding.
January 4th, 2008 at 3:45 am
Perhaps it’s that visceral thing that makes quirky names stick. An emotional connection. I wonder how long and hard these vintage candy companies pondered over the candy names and the package designs. My two companies have had outlandish names for no good reason: Serious Robots and Monkeybravo.