If you watch Mad Men — or even if you don’t — you can appreciate one of creative director/hero Don Draper’s comments to Conrad Hilton this past season. Hilton asked Draper’s opinion on some ad concepts for his hotels, which showed a cartoon city mouse and a country mouse. Don’s reply was, “I don’t think anyone wants to associate a mouse with a hotel.”
Over the weekend I happened upon a similar branding blunder on the shelf of our local pharmacy. My favorite shave gel is the store’s own brand, which they re-named “Blade” and sell in three formulas. They kept my favorite, “Sensitive Skin,” but instead of “Cooling Mint” and “Aloe,” there was “Viper” and “Scorpion.”
I swear I’m not making this up.
Now if you want a close shave, “Blade” has a ring to it, and “Sensitive Skin” counters any collateral damage. But the sting of a scorpion and the bite of a viper don’t exactly connote comfort. I think the creative department thought they were naming speedboats or sports cars.
So I scooped up the last two cans of Blade “Sensitive Skin.” Not surprisingly, stock of the other two formulas looked like they hadn’t been touched. A lesson here for all marketers to engage their customer and tell a story that carries a benefit. Beware the sting of shallow branding concepts.
