Branding Is Essential.
In college, I remember once sitting on a couch, watching Sports Center with a buddy of mine when an advertisement for Pizza Hut came on. Pizza Hut was the first real client I ever got to work on as a student, so I was curious to see what they put out.
There was nothing inherently wrong with the ad. It was relatively simple—delicious images of melted cheese, fresh toppings being tossed in slow motion and the company’s signature logo at the end.
Being the ad rat that I am, I turned to my friend, wondering what affect the commercial had on him. I waited a couple of minutes (just to make sure the initial recall was out of his mind) then said, “Hey, I’m feeling hungry. Do you want to go get something?”
He turned to me and said, “You know, I was just thinking, we should go get a Little Caesars Pizza.” Now my friend didn’t know it, and I know Pizza Hut didn’t know it, but that night Pizza Hut sold my friend a Little Caesar’s pizza. I sat back and thought, how curious.
We live and work in a country that has a free market economy. Anyone from anywhere can make and sell a delicious pizza. Unfortunately, that’s not always enough. We also have to brand ourselves and show how and why our delicious pizza is different from anyone else’s.
That’s where advertising comes in.
I’ve often heard the saying, if you don’t stand for something you’ll fall for anything. I like to think that in terms of advertising, if you don’t brand for something, your brand could be for anything.
~Ryan Frew, Pizza Lover/Brand Lover