5 BIG BRANDING IDEAS
You have to climb higher to find great big ideas for brands. Thousands of marketing departments and ad agencies can throw enthusiasm and money at a brand, only to come up empty (See: Super Bowl commercials). It's worth the extra effort to uncover one-of-a-kind, stake-in-the-ground brand promise and personality. It's the surest way to make the work effective. Here are 5 examples.
1. THE BIG IDEA FOR CALIFORNIA CASUALTY INSURANCE:
BRANDING CUSTOMERS AS AMERICAN HEROES.
Police. Firefighters. Teachers, Nurses. That's the market for California Casualty Insurance. It's been that way for more than for 100 years. Highlighting unique insurance benefits for each audience was a given. Branding these customers as everyday American heroes? That's a big idea. The new tagline: We Protect American Heroes.
New tagline recognizes police, firefighters, teachers and nurses as heroes.
Social media campaign invites members to salute someone they know.
2. THE BIG IDEA FOR ASTORIA BANK:
BRANDED BUSINESS PORTFOLIO: BUSINESS GPS.
Research showed cash flow was the biggest concern for business customers. When Astoria Bank launched business banking products in New York City and Long Island, they needed a product name and branding to stand out. The big idea? BUSINESS GPS. Astoria's business bankers can Drive Your Cash Flow to a Better Place.
BUSINESS GPS landing page with key benefits.: Drive Your Cash Flow to a Better Place.
3. THE BIG IDEA FOR TOPS FRIENDLY MARKETS:
"MORE" COMPETITIVE BRANDING.
Tops Friendly Markets faces fierce competition from Walmart, Wegmans, Aldi's and more. Rebranding was built to differentiate store offerings: More name brands. More ways to save money. More local products. More freshness. A new visual identity, original music and tagline told the story: YOUR NEIGHBORHOOD STORE WITH MORE.
New branded website touting more in-store.
More freshness :30 TV.
More name brands :30 TV.
4. THE BIG IDEA FOR GRIDWAY ELECTRIC:
BRANDING A STARTUP FOR MAXIMUM NAME RECOGNITION.
With deregulation in the utility industry, thousands of startup companies across the country started reselling electricity and gas. This branding campaign for Gridway Electric helped the company stand out by connecting emotional benefits to Gridway's name, with a clean, green, modern visual identity. The tagline: Energy Your Way.
5. THE BIG IDEA FOR ComEd:
BRANDING AN ICONIC NAME TO CREATE A BOND WITH CUSTOMERS.
ComEd in Chicago sought new branding to address negative perception. Rebranding strategy took the "old, cold utility" in the opposite direction. The big idea? Create a bond with customers by sharing ComEd's iconic name. ComMom. ComJuan, ComGrandpa. A new tag spotlighted the symbiotic connection: Better Energy Together.
New team-minded tagline: "Better Energy Together."
The concept spoke to all demographics.