![]() When GEICO hired that lizard with an accent to tell you a partly/maybe true figure you could save by switching, people mentally did the math and started hilariously quoting the campaign at work to their friends. Good brand promises are memorable, but great ones become part of the culture. GEICO - "15 Minutes or Less Can Save You 15% or More on Car Insurance" Taking that high ground, however, reassures customers on the most sensitive point most of them have about insurance: that the company will put them through the wringer if they ever file a claim. Insurance companies are not, strictly speaking, on your side, and every customer knows it. The company that used to be known as Federal Express rebranded in the 90s with a new tagline to emphasize the speed and accuracy of its logistics network, with the promise that your parcel absolutely, positively WILL get where it's going on time. When it absolutely, positively has to be a memorable brand promise, FedEx delivers. ![]() The familiarity, along with the very reasonable pricing, helps make the McDonald's brand the titan it has been since the 1950s. McDonald's - "It's What You Are Familiar With"Īlmost every kid in America grew up begging for McDonald's as a treat on long road trips, and the cuisine on offer there is basically the same as it's always been. By billing itself as the benefactor giving you the ultimate driving experience, German automaker BMW effectively justifies in advance the relatively high price of their luxury cars. When an American car-buying public thinks about German engineering, they think about high-quality manufacturing at a high-end price. ![]() BMW - "The Ultimate Driving Machine"Ī good brand promise isn't afraid of some gentle stereotyping, since that's how the public often thinks. We've listed our favorite one close to the end. Here's a list of 15 excellent examples of brand promises and a brief note about why they're brilliant. Nothing really illuminates the concept like examples of a brand promise done right. The 15 Most Timeless Brand Promise Examples Finally, try to create a community of shared values and practices around your brand. Then, appeal directly to something people already think about: family, identity, place in society, money, safety and so on. What Makes a Brand Promise Memorable?įirst, keep it simple. Unlike a mission statement, which is a North Star for the internal organization, a great brand promise is the offer your brand makes to those customers of an experience they will have every time they buy from you. It's the images and associations that come to a customer's mind when they think about your product. Your brand is the public face your company shows to the world. It told customers that they had a problem, and Listerine was the solution they needed. The idea that Listerine kills the germs that cause bad breath is one of the most successful brand promises of all time. As Gerald took over, he was struck by inspiration: what if his brand ( Listerine) could answer some deep need in the public and recover all those lost sales as a consumer product instead of a surgical agent?Ĭoining the medical-sounding term "halitosis" for bad breath, he launched a mint-flavored version of his father's surgical germ-killer, and a star was born. His company, Lambert Pharmaceuticals, sold an acrid liquid antiseptic to surgeons and dentists to kill germs, but nobody was buying it anymore, leaving the company on the brink of bankruptcy. In 1914, Gerald Lambert was working for his father's failing small business and slowly going broke. Get the latest from the brightest minds in CX, UX, and design thinking.
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