A.S.A.P. Branding–Adjective
Every brand platform needs an adjective. By this I mean every brand needs to own a word in the minds of consumers. Jif peanut butter, for example for decades had TV ads that ended with the tagline, “Choosy Mothers Choose Jif.” Obviously, the branding strategists behind Jif hoped to associate the word “choosy” with their peanut butter. (Notice how superior product quality is implied, not stated, through use of the folksy term, “choosy.”) Today, Jif’s tagline remains virtually unchanged. Talk about a successful branding strategy: Jif has been the leading peanut butter brand in the United States for more than 27 years.
This leads to the third installment of my four-part series on A.S.A.P. Branding. Both an acronym and an adjective, each letter in A.S.A.P. stands for a key component to your branding platform. For example. A = “Advantage; but as a whole, A.S.A.P. refers to the speed and efficiency with which you can successfully gain brand traction using the following simple guideline:
A = Advantage. Content of your message.
S = Style. Style of your message.
A = Adjective. Verbal cue to your message.
P = PMS Color. Visual cue to your message.See my previous A.S.A.P. columns for discussions on Advantage and Style. Read on for more information on Adjective.
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