First They Brainwashed me at 7 YEARS OLD, Then They Broke Into My Bathroom...

by Nick Brighton 10 replies
I was just in my bathroom and doing my regular weigh in,
to see how much weight I haven't lost.

As I looked down at the clear electronic scales, I noticed
something that I didn't pay attention to before.

It was the logo on the free scales we've been sent. It was
a Weight Watchers logo.

In the UK, weight watchers in huge. They are a big brand
and a household name.

One of the reasons they are a household name is because
they advertise everywhere and word of mouth is insane
(the product works).

But as I stared down at my non-fluctuating weight, I realized
that what I was looking at was possibly the best example
of branding that I have ever seen.

Just think, every time that I am conscious of my weight, I see
the weight watchers logo. If that's not spot on branding, then
I don't know what is.

It's like a PC repair company giving away free keyboards. It's
like a hair loss/shampoo company giving away free hairbrushes.

But then I had a little think about this whole branding thing. I
thought about how banks and building societies go after the
mindshare of kids, so that when they grow up, the company's
name is firmly lodged into their subconscious, and subsequently
become more trusted too.

I tried to think of an example and remembered back to my childhood.
I remember how a leading building society called Cheltenham & Gloucester
teamed up with Paddington Bear (a very popular kids animated TV
show in the UK).

They too nailed the branding to a tee and got into
the minds of the kids from an early age (mega sneaky).

How?

They used to give away free piggy bank coin collectors,
in the shape of Paddington Bear. Me and my brother had
one each and loved them.

When we wanted to cash in on them, we'd take them to the
building society branch and collect our savings!

We were hooked into a corporate branding exercise from years
ago, and that same company STILL runs ads on TV using
Paddington Bear.

The reason I am making this post is because I think we can all
learn something from branding.

I'm sure there are many Warriors who send out physical products.
I think you are the ones in the best position to send out merchandise
that your customers can use, and so that you can put your name
in their minds more often.

But why not just stick to email?

Good question, and you SHOULD still use email in my humble
opinion. However...

Email is becoming over populated, not just by your competitors
but by people in general. More people come online every day
which means more emails are being sent everyday. With social
networking really starting to take off, this will mean even more
emails being sent every day between friends and family.

So you're not just competing with marketers or other big
businesses, but you're competing with your customer's friends
and family. And trust me, THEY are going to be the ones that get
opened first over you every single time.

But I've not seen a single advert or promo email from Weight Watchers
for many months, if years...yet they are immediately on the forefront
of my mind tonight as I contemplate achieving the very result they
guarantee to provide.

Keep on thinking on,
#main internet marketing discussion forum #bathroom #brainwashed #broke #years
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  • Profile picture of the author George Wright
    Nick,

    Very insightful to notice and think about it. Weight Watcher logo on a bathroom scale. That is brilliant branding.

    They don't give them away but Office Depot sells ink pens real cheap with their name on them. And they sell them by the dozen so thousands of office workers think of office depot every time they pick up a pen.

    Just one more to add to the list.

    George Wright
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    • Profile picture of the author Nick Brighton
      Originally Posted by George Wright View Post

      Nick,

      Very insightful to notice and think about it. Weight Watcher logo on a bathroom scale. That is brilliant branding.

      They don't give them away but Office Depot sells ink pens real cheap with their name on them. And they sell them by the dozen so thousands of office workers think of office depot every time they pick up a pen.

      Just one more to add to the list.

      George Wright
      Yep, it's everywhere when you start to look! I truly think the power of branding is something even the small entrepreneurs can apply to become their own household names if they wanted to.

      Here's some obvious examples:

      Mousemats
      Coffee cups
      Whiteboards
      Post its
      Calculators

      But with a little creativity, you could really get inside people's minds, particularly in the make money markets:

      Financial planners,
      Safes,
      Financial aids (such as record books)

      ...and I'm sure some smater Warriors could think of a whole host of things related to their market.

      Tape measures for the weight loss industry,
      Gloves for gardeners/golfers...

      ...the world is your wallet.
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  • Profile picture of the author jem
    This reminds me of TSB. They gave us little house-shaped banks with a smiley face on it for our first save a/cs and we loved saving our pennies up in it lol.

    Definitely a technique of branding that works! I still have my little bank :0) ... and my savings a/c!
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    • Profile picture of the author GuerrillaIM
      Originally Posted by jem View Post

      This reminds me of TSB. They gave us little house-shaped banks with a smiley face on it for our first save a/cs and we loved saving our pennies up in it lol.

      Definitely a technique of branding that works! I still have my little bank :0)
      When I turned 16 a woman from barclays came to the school and asked who wanted a free cinema tickets? We all signed up to barclays accounts to get this ticket. Shameless bribe but they must have got like 90% of my class. Over 10 years later I still bank with barclays and also have my business account with them.
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  • Profile picture of the author Daniel Molano
    Wow, what weight watchers did is genius and it might seem expensive at first, but like you said, they haven't made anymore advertising since, so in the end it's a much better investment.

    Great insight Nick, definitely something to think about.
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    • Profile picture of the author Nick Brighton
      Originally Posted by GuerrillaIM View Post

      When I turned 16 a woman from barclays came to the school and asked who wanted a free cinema tickets? We all signed up to barclays accounts to get this ticket. Shameless bribe but they must have got like 90% of my class. Over 10 years later I still bank with barclays and also have my business account with them.
      Wow, now that's a pure example of the power of branding. In fact, that's just down right clever marketing.

      It's like giving away freebies to get people to sign up to your newsletter...the loss is big up front, but nothing in comparison to the gains in the future.

      Originally Posted by Daniel Molano View Post

      Wow, what weight watchers did is genius and it might seem expensive at first, but like you said, they haven't made anymore advertising since, so in the end it's a much better investment.

      Great insight Nick, definitely something to think about.
      Yeah definitely, speculate to accumulate! Give away the farm, or a few sheep at least, then watch your returns in the future.

      I suppose it's just marketing 101, but it's nice to remember that there's more ways to get in people's heads, and it's apparently more effective to do offline now more than ever.
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  • Profile picture of the author tommygadget
    Commerce Bank here in the NorthEast USA gives out pens. I have seen these pens in doctor's offices, at the supermarket, everywhere. Now THAT'S branding.

    TomG.
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    • Profile picture of the author GuerrillaIM
      Originally Posted by tommygadget View Post

      Commerce Bank here in the NorthEast USA gives out pens. I have seen these pens in doctor's offices, at the supermarket, everywhere. Now THAT'S branding.

      TomG.
      Barclays have a box of pens with "take me" written on the side in every branch. Since I opened my business I have NEVER spent a single penny on pens.
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      • Profile picture of the author Tony_D
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        • Profile picture of the author Daniel Molano
          Originally Posted by Tony_D View Post

          I learned a lot about branding from this thread. I also learned a TON about writing headlines!

          Nick, this is one of the most begging-to-be-clicked-on headlines I have ever read on the warrior forum. The suggestive wording, the over-dramatization, the all of it. Just awesome. Rock on.

          It's true what you say about branding. I remember when I was a kid and 7-up came out with a video game featuring the red 7-up dot. I have no idea what the game was about, or how it related to soda, but the fact that they made a VIDEO GAME was just completely awesome to me at the time.

          I still have a preference for 7 up. No reason why. If I'm presented with mountain dew, or sprite, or lemon-lime shasta, i'll drink it and not even think about it. But 7 up... yeah thats some good stuff

          Another good example that comes to mind is Axe body spray. When Axe came out I loved the commercials. I mean, body spray/deodorant/cologne for men seemed kinda lame, but the commercials were cool so I bought the stuff. When Tag and Right Guard and a million other companies made body spray for men, did I buy them? HELL NO! The posers! I stuck with the ORIGINAL. By that time I just had it in my mind that Axe was the way to go, and I had no desire to even try the others. I still spray some Axe on every once in a while.
          Yes the thread title is pretty good.

          The example of weight watchers is much more than just simple marketing, they added their logo to a directly related weight device, which like Nick pointed out, everytime you are conscious about your weight you see the weight watchers logo.

          Now that is an example of genius advertising. Pens for a bank is pretty good (and apparently works very well), but that is obvious. What's the next big thing in IM offline? Wallets with your logo in them?
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  • Profile picture of the author KimW
    When I had my shop still open, I had pens that were a pen on one end and a highlighter on the other imprinted with my information.
    Even now I still get an occasional call from them. (Even tho I have closed my shop I kept the phone number.).
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