I have been branded

What are 4 of your favorite brands? Why?

When I took that first sip of Avery beer in their small tasting room up on 55th street in boulder I knew that I was a customer for life. They are friendly people you want to go camping with share your afternoon with and they happen to brew beer, damn good beer at that. Avery is a small craft brewery that prides itself on its ability to listen to the customer; at the end of the day they would be the same company if they brewed for just their friends’. This is what makes a strong brand for me, I am a small town guy who appreciates hard work and would gladly spend the extra $1 a beer because I know where it comes from. I use the same argument for my other top tier companies. Arbor collective is a surf/skate company based out of Venice beach. A small shop that puts out a sick product, I love to ride my extra wide Roundhouse with the bonsai tree painted over bamboo. The design is simple the approach is simple and they know this product just is better, probably the reason I have never seen advertising for their products. They market in their niche by making a board that they would be proud to ride even in Michigan where I would like to eventually purchase my home and office furniture. Hermann Miller is a tad larger, but has the feel of that it has held on to the small town attitude, a company that just wants to make a product that goes above and beyond the need of their clients with every innovative piece of furniture. Some how BMW ends up as the oddball of the group. How can this happen I have never owned anything made by BMW maybe a keychain somewhere along the road but their promise of luxury and performance has an M6 ready off the showroom floor with my name on it someday!


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?

Hermann Miller www.hermannmiller.com A solid 100
“Better world” can furniture and objects change the world?, Hermann miller thinks so and do in a big way. Their mission in every product is conceived with the end result in plain sight. Providing the most effective product for the home or workplace. The only caveat is their price. With the sticker shock you have to remember you are making a long-term investment.

Avery Beer www.averybrewing.com a Rising 92
The key message of Avery’s “products are thoroughly American at heart: blending Old World tradition and expertise with ingenuity, creativity and boldness” it is stated on their website in the previous statement that they are doing exactly what I get off the shelf or a tap every time. They make big beer and they stand behind their product 125%.

Arbor www.arborcollective.com a Rising 95
This company sounds like a made for TV add in their web presence, is it too good to be true that following your core values to a T that they would come out on top making the best product in the industry. I have been complimented on my board by Burton Reps its just that level of a product. They say in their web literature “we select only those eco-materials that allow us to deliver better looking, higher performing, more durable products. Form still follows function”. How do you argue with that?

BMW www.bmwusa.com Truly a company that deserves 100
The Ultimate Driving Machine: Believable; totally, have you ever seen a guy driving down the interstate in a Beemer unhappy with his car, not more than I have seen one laughing? Innovation paired with quality reliability and sex appeal there is no way to loose. And yes its important to note they have included maintenance in the cost of your vehicle for the next 5 years.


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?

Hermann Miller
It would be hard for any other furniture manufacturer to make the claims that Hermann Miller does. Anything else close is in a different game altogether other than say Knoll. For the size and breadth of the companies reach it would be hard to match what Hermann Miler has done with their corner on the market. Ikea doesn’t have the level of quality and are in a smaller market.

BMW
Is ford the ultimate driving machine? Nope, it gets you from A to B comfortably, however the car is not on the same track. I would even have to say in the luxury car market BMW is the only one that has performance as a top priority and also leads in the comfort and luxury category as well.

The small companies, Arbor and Avery I feel the same way about. I personally feel like they are the best at what they do. The nature of their markets though it is so small and specialized it would be hard to say that my opinion of their tailored product is hands down better than the next craft brewer or snowboard shop. That decision comes down to acute personal preferences where there are many small companies jockeying to be #1 in emerging markets.


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?

I have Never seen Marketing for Avery or Arbor or Hermann Miller, well maybe Hermann Miller in Magazines but I read art and architecture magazines. So does that really count they have their products placed perfectly in their ads which mimic the houses featured in the articles. They are the desired furnishing and fulfill their promise to customers. With honest products created for better application. BMW from what I have seen of their advertisement their cars are the center piece of their ads and the communication is possibly a bit more memorable because I prefer the brand but a car commercial is the same to me across the board, I will listen to friends and personal experience that the brand delivers the best product in their specialty.