Posts Tagged ‘brand promise’

Dis-loyalty genius

April 28, 2010

Apparently it started out as a joke. The idea was to produce a dis-loyalty card, one that publicises not just your own business, but a hand-picked selection of the finest coffee houses in the East end of London. I picked up my card this morning. Somewhat belatedly because the scheme started about 6 months ago. But lateness aside, here it is with 2 stamps (rather telling of my daily caffeine consumption) so far:

The idea is that you complete the tour of East London’s emerging coffee scene, getting stamps at each, to claim a free coffee from the World Barista Champion Gwilym Davies (who I’ve blogged about before) @ Prufrock. And that’s exactly what lots of people have been religiously doing, much to the coffee shop owners’ surprise.

Maybe it’s the fun and unusual nature of the anti-competition aspect, or the allure of knowing you’ll get a great coffee at each location, but it sounds like it’s achieved loyalty, exposure and a dose of cult notoriety.

I’m firmly on the path to coffee nirvana now.


Living up to it

September 22, 2009

Ah, the brand promise. And living up to it.

I just saw this sign outside a pub in town claiming to be the friendliest bar in London.

London's friendliest bar

Quite a statement but at least they invite you to tell them if you think otherwise. It might tempt me in just to see. Although, their sign isn’t exactly advertising to the masses being hidden away on a back street.

I’d also want to go in and tell them that no, in fact, it’s not that cool to have air conditioning if you care about climate change.

A little further down the street I saw a sign for Prestige Dry Cleaners. Another big statement of a brand name. But to me seemingly at odds with their branding with makes me think party planner not the place to take a beautiful but trashed dress post party.

PrestigePerhaps I will try them next time I’ve got some dry cleaning to see if they live up to their prestigious promise. The service offered on their website certainly sounds impressive. Shame about the inconsistent branding. Maybe I saw the old version (the writing on the wall).

When you’re in the business of creating brands for other peopleĀ (logos, straplines, tone of voice, strategies for use), it’s relatively easy to come up with the goods. But once the commission is complete you usually have no control over whether the company/ organisation/ charity/ initiative is actually living up to that brand promise.

When there are over 2 million bloggers out there, whom people are taking at their word for trusted recommendations and brands to avoid, if you’re not living up to your word then you’ll lose out. And that recognisable, unique brand you spent money on will become one to pass by.