Secret Brand Ingredient

Does your brand have a story? A light bulb went on the other day for me about how powerful a brand can be that has a story attached. Do you take Airborne when you are about to get a cold or when you fly? I am a devotee. And one major reason is the story behind the herbal concoction. It’s written up on the box, hard to miss, and memorable.

A second-grade teacher invented it to help her and others fend off the inevitable range of colds that kids share and bring home. The name adds another dimension – Airborne is recommended (right in the name) to help keep people from catching colds brought on by breathing the stale, germ-laden air during a flight. Two good reasons right in the branding for taking the fizzy stuff.

What would this stuff be without the relevant name and the story? Just another one of dozens of herbal protections and cures for the common cold.

Can you think of another brand tied to a story? I can. And his story is also key to making his brand compelling and memorable. He is oft-quoted on this and other career blogs. I’m not telling, but I’ll bet you can guess!

Comments

[jimnellis]

Airborne might not be the best example to give. They were just hit with a $23M false advertising settlement...

http://commonlaw.findlaw.com/2008/03/233m-settlement.html

[Jean Cummings]

You're right about the timing, Jim! Although if Airborne had decided to advertise in a more accurate, honest way (such as "herbal support in the classroom and in the air,") the story would have been just as strong, perhaps stronger, for the brand.