Oct 8, 2007
If you are involved in web marketing or SEO, then you need to be able to appreciate the purpose and value of branding. My awareness of branding has grown considerably in the past few years, yet I'm still fooled by the simplest tricks that the marketing gurus throw my way.The story
The other day, I had an interesting experience I thought I might share. It all started when I was preparing for a late night coding session to get a certain feature implemented onto a website. I thought it might help if I had some milk for my coffee, so I raced up the road to the gas station, where I grabbed some milk and bread, and then thought I might grab myself an energy drink to keep myself perky (no I don't really think they work but it's just another mechanism for delivering sugar and caffeine).The choices
I'm standing at the fridge choosing my energy drink. Instinctively, the hand reaches for the familiar "Lift Plus" which I have bought before. At this point I stop myself, and take a moment to think why I'm going for the Lift Plus. I decide to try another brand, for no particular reason.
I scan the fridge and spot an energy drink in a bright pink bottle. Everything about this bottle screams "Don't buy me!". Clearly, this product was not designed for blokey men like myself. I feel myself connecting with the marketing agency who designed the bottle and they are telling me not to buy the drink because it will make me a girly girl. I'm getting frustrated - I want to prove that I'm immune to what brand agencies tell me to do, but I don't want to be seen walking out of the shop with a pink energy drink. I tell myself it doesn't matter, and that I'm bigger than this. The branding on the drink bottle laughs at me, telling me I'm scared. I am scared.
The shame
I look around to make sure nobody is watching, then I pick up the drink and proceed to the counter.The guy at the counter has a smirk on his face when I buy the pink colored drink, as if I had just purchased a large stack of porn. Ashamed, I exit the store with my girly energy drink, and drive home.
The taste
The drink itself tastes pretty much exactly the same as any other energy drink. I'm now feeling full of adrenaline and on top of the world for stepping outside my comfort zone and doing something I clearly wasn't supposed to do. I relate this story to a friend who says there is no way he would have the guts to buy a pink energy drink.I didn't notice this at the time, but this drink is labeled as being a "Low calorie energy drink". This is somewhat of an oxymoron in that a calorie is a unit for measuring energy. Buying a "low calorie energy drink" is akin to buying a "Low decibel hi-fi system" or a "low velocity urgent courier". I'm not sure what message the branding people are trying to give here, this is clearly over my head.
The conclusion
If you are in charge of a brand, I say you are in a powerful position of authority. What emotions does your brand generate in the minds of the public?
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Comments
Michael - Articles - Oct 16, 2007
ha ha you crack me up.
I think it's totally funny that you related pink as such an Anti-Masculine thing.
Yes, it is probably true that they are trying to market more to kids and girls, but most men should be completely satisfied with there masculinity and the color pink shouldn't bother them (Keyword... Should).
Who ever told us MEN that Pink was a girly color. I would think that because women like Pink us MEN should wear it more often to attract the girls.
I can't wait until a t-shirt company like Fruit of the Loom makes a television ad with some No-Body noticed by a bunch of hot chicks for wearing a pink shirt. I can only imagine how creative that could be. Then I don't think anyone would call him girly for that.
Wedding video man - Oct 19, 2007
What I find most humerus about this story is the history of the Tab brand. Before Diet coke it was the first ever low cal drink. Somewhere at the beginning of the 80's it was can'ed (pun intended) at Diet Coke took over. Every brand can have another day.
Great to see you are so comfortable in your sexuality.
Gemma - Jun 26, 2008
i agree!! this is crazY! you know the only reason its "steriotyped" as a girl thing, is because we were brought up to know "blue" is a boy colour... but what... maybe pink aint that bad for guys, its just a colour. flowers are pink, but i guess thats it,, girls like the colour. its just a fashion steriotype. who cares what everyone thinks of oyou, im gona say the same thing as i told all these other people who care about their bodies... if everyone in the world was concerned about what people thought of them, they would be fighting themselves, because everyone has their own taste and opinions. otherwise, we would al get allong.
Gemma - Jun 26, 2008
btw, that drink tastes yuk!!! im a chick and id prefer red bull or lift plus. lol. i love the cough syrupy taste!
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Khaalid - Oct 15, 2007
You're one screwed up sun-of-a-gun...
True though... Though don't be so sure everyone is in the same boat. Even when it comes to logo design... some clients think what they've done in word using 3d text is good... whereas a designer would shudder at the thought.
-Khaalid