Transcripts

Bill Schley:
When people think of you're name, you stand for something that's different than all of your competitors, that people want.

Bill Schley, author of the book, Why Johnny Can't Brand…

Enterprise rent a car; well they're the car company that picks me up. M & M's melts in your mouth not in your hand-dating service Eharmony.com we're the ones that will get you married. It's that idea attached to your name, which really becomes what we call the brand.

How do you develop your brand?

The first thing is, "What do we do better than anyone else does?"-and that customers want. Now again Eharmony.com they said-you know the customers that come to our service, you know sure they want romance but ultimately most people really want to get married, that's the ultimate end benefit. So, they said let's stand for that one word in their advertisements they over and over- reinforce that one word. And after a while if you're consistent enough you begin to stand for that idea.

Bill says you can argue that a case of poor branding was the Aflac duck.

If I say Aflac people remember it. But, they finally had to change their advertising a little bit because after 500 million dollars no one knew what Aflac was. And we don't consider that to be successful advertising. Good advertising and branding makes the product the star of the commercial.

Tomorrow, the main reason why most attempts at branding fail-I'm Mike Carruthers and that's Something You Should Know.