Keeping this month’s cover and feature story in mind try this simple experiment. James J. Spina, Name that Brand:
white buck shoes with red rubber heels and soles. Gold Toe
white socks. Brooks Brothers
sky blue boxers. Joseph A. Bank
gray-and-white striped seersucker suit. Polo Ralph Lauren
cotton plaid camp shirt. Banana Republic
gray cotton-knit tie. Timex
stainless-steel diver-style watch. Cole Haan
brown wallet. United States Treasury
coins and paper currency. Indian Chief
white cotton handkerchief. Robert Talbott
silk pocket square. Perry Ellis
leather belt. Persol
hearing aids. Hart Specialties
imitation leather eyeglass case with pen holder. Parker
1950s vintage fountain pen filled with Parker Quink
washable blue ink. Long Island Railroad
microfiber eyeglass cleaner cloth. Case
pocket knife. And finally... An 18-year-old gold wedding ring bought at a jewelry store on 47th Street in New York.
I can’t remember the name of the jewelry store. It is the only item I’m wearing at this exact moment in time that I am unable to connect with a brand name.
So go ahead. Start naming the names of the brands touching your body and heart. It really helps you get a clear picture of the power of branding for yourself and for the world in general. There’s not much generic “stuff” out there these days. And in reality the loyalty to the branded products has seen a surge in consumer loyalty (and awareness) stronger than ever.
Everyone is naming brands they want. And in reactive balance the brand providers (manufacturers) are doing everything possible to brand everything in sight. EVERYTHING IN SIGHT. Yes, you get the picture.
Oops. Almost forgot the stuff in my wallet. A Visa
card. A MasterCard
. A New York State
driver’s license and car registration. Three 20/20 business cards. A United Heathcare
card. A Long Island Railroad
monthly ticket. Same point made.
By the way. This wasn’t an attempt to steal your identity. In a sense, when it comes to branding, THAT has already happened.
James J. Spina