As stated in “Why Johnny Can’t Brand”:
The flip side of "DSI spotting" practice is looking at all the weak, ineffective messages drifting around on this sea and to make value judgments about what's wrong and why. This isn't being cynical or derogatory; it's gaining a fuller understanding by studying both sides of the coin.
1) What are 4 of your favorite brands? Why?
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?
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?
Question 3 (the Star Question): In communications like advertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
Due by Midnight January 26th
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