I know this page is beautiful, but if you're into feeds, you can subscribe and get all this ANM goodness right in your feed reader. And hey, do you love comments? I know I do. Feel free to let me know what you think!
Sometimes a big factor in branding is a lack of information.
By now, many people are familiar with Blue Moon Belgian White Ale.
This particular beverage, which was founded in 1995, has captured the attention of many beer enthusiasts - and increasingly the general public - because of it’s unique, compelling taste, and it’s down-home, handcrafted image.
What most people don’t know however, is that Blue Moon is brewed by the Molson Coors Brewing Company, the world’s fifth largest brewer by volume. People don’t know about this, because they don’t advertise it. Blue Moon does well because of it’s micro-brew image, and connecting it to Molson Coors would disrupt that.
Or take Radio 104.5, the newest rock station in Philadelphia.
On the air only a few months ago, Radio 104.5 bills itself as an anti-establishment radio station, and the way they do things on-air is different than most. They don’t have DJ’s that talk all the time, they don’t have stupid contests or other useless stuff, they just have music. And lots of it. Sure it’s interrupted every once in a while, but that’s to be expected with free radio. But before returning to the music, Radio 104.5 runs short quips about how they’re different and thanking you for listening.
Radio 104.5’s omitted info? They’re owned by Clear Channel Communications - the largest radio station owner in the United States. Many have taken to 104.5’s rebellious image, and liken it to “sticking it to the man”, but really, “the man” is just “sticking it to” himself.
These two instances highlight the importance of focus in branding. Neither of the facts above are secrets, nor are they even hard to figure out (Blue Moon says Coors right on the box and 104.5 mentions CC every now and then) but they’re not stressed.
Sometimes in branding, what you leave out is just as important as what you put in.
I love the way things get reinvented. New, improved, new recipe usually hides some dreadful truth about cheaper ingredients.
Mars recently backed down on changing their recipe for mars bars. They were going to put animal rennet in them!
Wow. Now that’s a pretty drastic example of omitting information. Usually the effect or aim isn’t that sinister, but rather an attempt to keep up an image.
Thanks for the input.
Haven’t companies learned about ‘improving’ established food brands. The article made me think of ‘New Coke’ that cost The Coca Cola Company millions.
Malcom Gladwell takes a good look at the story of new coke. Definitely worth a look.
At least both big companies were smart enough to know what true branding is. I don’t think AOL, Verizon, GM, would do this with any of their brands!
i agree with your blue moon point but breweries obtain the license to brew beer from the original brewer all the time