Blog Exercise #1 - DSI Spotting

Blog Exercise #1 - DSI Spotting

What are 4 of your favorite brands?
Some of my favorite brands are: Canon, Sony, Amazon, Nike. They were the first brands first that come to mind probably because they were the first I bought /used.

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

Canon:
“We continue to innovate, always keeping in mind the spirit of "Speed and Quality" under which the plan was first launched” http://www.canon.com/ir/greeting/index.html.
Canon is the leading brand of optical and imaging products, and its vision statement comes across in every ad. When I think of Canon, I think of quality and innovation, which are the most important factors to take into consideration when we have to choose a brand.

Nike:
Tagline: “If you have a body, you are an athlete*”
“When Nike co-founder Bill Bowerman made this observation many years ago, he was defining how he viewed the endless possibilities for human potential in sports” http://www.nikebiz.com/company_overview/.
Nike is synonymous of sportswear—especially sneakers. They are known for selling the more creative designs and technologically advanced shoes.

Amazon:
“ As we strive to become Earth's most customer-centric company, we constantly look for new ways to innovate on behalf of our different customers…We believe that our greatest contribution to the good of society comes directly from these core business activities”
http://www.amazon.com/.
I could spend the whole day in Amazon looking for books, music, electronics... They offer the best service, and its website is very user-friendly. When I have to buy something online, I don’t have to think twice

Sony:
Tagline: “make.believe” (make dot believe) http://www.sony.com/index.php]
Sony is known for its quality electronics and entertainment subdivision. I think its tagline is very appealing and inspiring--it represents perfectly the company’s products and what they do.


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?

Canon: It is a strong name and I doubt that there is a better name for what they do: setting the standards (in optical and imaging devices) for other companies to follow.
Sony: Again, I wouldn’t change the name, its perfect: Sonus (sound); it perfectly relates to the experience they sell.
Amazon: Another strong name. They probably want to sell the idea of hunting or fetching products. Definitely, it is a claim that only this company can make.
Nike: I think the metaphor works: the goddess of victory. When I think of Nike I think Olympiads, so it is another perfect name. I don’t think another name could convey the experience and results they promise.

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
Canon: Definitely. Their ads are focused on the features of the camera and the quality of the images you can get if you buy one of their products.

Sony: Yes. Their ads always feature the latest advancement in electronics, and you want to buy a new TV even if you already have one.

Amazon: I associate their logo with excellent customer service, so the next time I have to buy online I’ll do it not only because I need the products, but because of their customer service and the experience I will get from their site.

Nike: Yes. Even in their website, the first image you see is their latest innovation in footwear. Their ads are very creative, but they don’t distract the customer with gimmicks.