Branding, and Crazy Bob’s Banner
Why are there so many planes? asked my nephew Anthony, as we looked toward the beach sky. This one’s trailing banner read:
Crazy Bob’s: Buy 1 Entree Get 1 Half! $2.99 drink specials! Karaoke!
Ugh, I thought. Business must be pretty bad for old Bob.
And then I considered further. Maybe not. It could be that this discount model has been the secret to success for Bob for years, speaking to a whole pack of vacationers looking for a deal, a drink and a chance to have a little “Friends in Low Places” fun. Old Bob may well have perfected a formula that meets a real need in the beach-goer marketplace. And you can bet the Crazy Bob’s experience is completely On Brand.
It was a good reminder to me that the world is filled with all kinds of people. And that on its most basic level, branding comes down to (1) identifying your audience, (2) promising something they are looking for, then (3) delivering on that promise.
Not so complicated after all.
