Blog #1 - agw

1) What are 4 of your favorite brands? Why?

Adobe - because it's top in its own right. It took a need, created a specialty (er, multiple specialties), and because of that has never even had to publicly advertise (that I'm aware of). It is the top of its class (if not the only one). The name "Photoshop" has become a verb in and of itself, furthering Adobe's brand strength. I also love Adobe because as a designer, their products are my tools and their products are what I fell in love with in the first place.

Tiffany & Co. - because they're where my future engagement ring is coming from. Ok, . But seriously. Their name denotes simplicity and sophistication, and for some reason I feel like a princess every time I wear a piece of their jewelry.


Boston Dynamics - Okay, I'm not really sure if this could be considered a true "brand," but I freaking love their robots. I mean c'mon, haven't you seen Big Dog? What about PetMan? They ARE our future.



Google - Duh. 'Nuff said.



2) For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.

Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?

Adobe - Absolutely! Adobe's key message has no target demographic. It encompasses everyone because it is a basic, communal need that aspires to further our future collectively. Therefore, they are superlative, important, and believable.

Tiffany & Co. - Tiffany depends on the age of their company and the reputation they've built to sell their product. Because of this, their claim that they are "America's premier jeweler" since 1837 is superlative and believable. The importance comes from social tradition (weddings, holidays, etc).

Boston Dynamics - Boston Dynamics' about page has quite the blurb about the company. It uses lots of detail, therefore suggesting that they have created their own niche. This makes their message superlative. However, I don't believe that importance or believability come until after one has seen their product(s) in action. Boston Dynamics' videos on YouTube demonstrate just how advanced and important these robots are.

Google - Google's mission: "to organize the world's information and make it universally accessible and useful." This is a bit of a shift from the other mission statements I've covered... I believe that the importance of this mission statement stands out the most. Considering written history and the worlds' collection of data is probably the most important thing in regards to the success of humanity, I'd say that organizing the world's information is a pretty damn important idea. The fact that the message is both superlative and believable comes through the experience.





Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?

Adobe - under Adobe's about page, they have a key message that says their: "award winning technologies and software have redefined business, entertainment, and personal communications by setting new standards for producing and delivering content that engages people anywhere at any time." Perhaps the only brands that come even CLOSE to this claim would be computer companies and other specialty software companies (e.g., Autodesk), but when it comes to the specific type of software they're talking about, there really is no comparison.

Tiffany & Co. - though they are quite a brand behemoth, I have to say that, if it weren't for their classic reputation, I could replace Tiffany's name with another large jewelery business' name. However, because the company is already so established, it would be hard to do.

Boston Dynamics - there are a few great contenders in the robot business nowadays. Honda and Toyota in particular are known for developing advanced robotic technologies. However, both Honda and Toyota are better known for their cars than their robots, making Boston Dynamics the #1 "niche" brand for robotics.

Google - No one, NO one, can top Google. Microsoft has tried with their "intuitive" search service Bing (which took forever to load when I tried to visit it just now, further proving the point that simplistic Google is king), but to no avail. What amazes me is that Google didn't just stop at web search. They are now the proud creators of multiple web tools (not to mention which are all open-source and free), a cell phone OS (and soon to be desktop OS), an internet browser, and have, in my opinion, started the "cloud movement," where the common desktop OS will be replaced with web-only applications and storage and will reduce the need for powerhouse computers (*cough* netbooks *cough*). Wow.




Question 3 (the Star Question): In communications like ad vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?

Adobe - like I said earlier, I don't believe I've ever seen an Adobe ad. Their marketing is more word-of-mouth based, and uses the reputation they've built to do the advertising for them. Therefore, I believe that the product truly is the star of their advertising because it is something that almost every computer user uses.

Tiffany & Co. - Like Adobe, Tiffany rides on reputation. However, they do have actual advertisements. These advertisements revolve around the name of the company (and the reputation that comes with it) and the experience of giving/wearing the jewelry, which I believe is the perfect ad campaign for an established brand.

Boston Dynamics - unlike Honda and Toyota, Boston Dynamics' name isn't one that is heard in households. However, when it comes to military technology and the actual performance of their robots, it is very apparent that Boston Dynamics is #1. Therefore, Boston Dynamics would hit point #5 on the "DSI Star".

Google - Google has become a verb. I'm pretty sure that says enough.