Gene Bartley
President, FCB Worldwide
Rather than give you some dry, precise definition of a brand in terms only an adman or woman would love, let’s have some fun with this. Let’s play a game that gets at the heart of what great brands are really about. I’ll mention three things sequentially; you try and guess the brand they bring to mind.
Adventure, the great outdoors, and an all-
terrain vehicle. You guessed it: Jeep. Fantasy, fun, and big ears. Did I hear Disney? If so, you’re right on the money. And finally, Coney Island, cotton candy, and hot dogs. That’s right: Nathan’s hot dogs. (How could we talk about American brands without touching on hot dogs?)
When a brand delivers, like the three knockouts above, you don’t have to spend a lot of time figuring out how or why. They mean something very specific to anyone who has ever encountered them. They elicit feelings of warmth and confidence, a comfort level that’s usually reserved for family or friends. That’s what great brands and successful advertising are all about.
