Brenton Chin's Blog

Chapter 5 in the textbook recounts the way in which Proctor & Gamble are able to manage their marketing information and determine deep customer insights to help them yield a meaningful customer relationship. The example goes on to explain how their brand Tide has been able to develop a relationship with consumers  which has resulted in it becoming a “cash cow” for Proctor & Gamble. The fact that something as ordinary and generic as a laundry detergent brand can connect with consumers on a such a deep, personal level highlights the fact that brands are seriously a POWERFUL force that truly impact consumer buying habits!
So I thought to myself, what are some other brands that I feel that have been able to connect with in way that is intrinsic?

Apple is a brand that I know I really like. I love their advertisements on television because they show off the features of their products, but unlike other brands, they do so both tactfully and sentimentally by connecting with our emotions in a way that is heart-felt. They may show a little boy in awe about dinosaurs as you watch him reading a book bought from the iPad’s online bookstore, or a family having fun playing an iPhone game together. All of their examples are able to showcase their product’s features to us, but it also SHOWS us why these features are useful to us, while showing us the associate-emotion that we feel while using their products.
Here’s an example of their iPad commericals… how could you NOT want an iPad after watching it?

Kleenex tissues are a brand that I feel I was not directly AWARE that I had a connection with, but after thinking about it, I don’t know of a time time when I have not used a brand that is NOT Kleenex. When I sneeze at a friends house, I would usually say… “can you pass me a Kleenex?”… the tissue brand that they may be Scotties, or a no-name brand, but they know what I mean when I say Kleenex – even though the proper term I should be using is “tissue”. I suppose Kleenex has employed a very powerful marketing tactic by making the brand synonymous with the actual word people use to describe the product!!

Another example of what I just described above:

BAND-AID!

Here’s one of their commercials if you need a refresher:

Band-aid has become so synonymous to the product that it describes that when I tried to think what the actual product was called I was left drawing blanks! So I searched it up online, and apparently the proper term is “adhesive bandage”. Imagine yourself asking someone for an adhesive bandage, and I’m sure most of them would just give you a blank stare!

So I think its important for companies to build their marketing campaign wisely and I think the brands that I have discussed above have done just that. A commonality that these brands have is that they have marketed products in a way that truly show us how their product will touch people lives and alter it like nothing else can.