In a recent Consumer Behavior class we conducted a two-phased experiment to test the power of branding. Using bottled water as the sample product, in the first phase we discussed each type of water, from the mountains of the Appalachians and the springs of the South Pacific to The French Alps and good old American purified tap water. Each brand had a story. Revealing cost along with the visual accolades of the bottles and branding, we then tasted and rated.
The second phase of the experiment was to blind taste test and compare the ratings against the first phase. Would the visual stimuli and branding of the product change the way we thought about the actual TASTE of the water? One very astute student described his reason for rating the water in the bright blue bottle the highest during the visual phase, as somehow “tasting the color”, which in his opinion almost made it taste sweet. During the blind taste test this same water had the lowest rating. The highest priced water with a lackluster label was rated the lowest during the visual test, but rated highest during the blind taste. We now had proof that the power of marketing and branding can even change the perceived taste of a product! A fun yet poignant experiment. How does this apply to your business or brand?
The growth of social and digital campaigns has some people over thinking their marketing in areas where simple is better. While others who could greatly benefit from social campaigns and digital growth are not savvy to the nuances of creating a brand image.
Take Dasani for instance. In our taste test, many did not know Dasani was tap water that had been ionized and purified with minerals added for taste and were leaning towards not rating this tap water favorably, however, they enjoyed the low cost and ultimately the taste. Even in the blind taste test Dasani fared well. Dasani goes to great lengths to build a social media following with twitter, facebook, and Instagram. But in the end, no one cared about connecting with them, they just liked the taste and the cost.
On the other hand, Diamond Creek from the Appalachian Mountains, completely unknown to all, could easily drive attention to their unique bottle and “sweet” taste to propel their brand and sales. Simply using the comment from my student could drive people to seek out and buy this unique blue bottle.
So how and where do you begin when deciding what marketing is appropriate for your business or product and what is overkill and wasteful? Don’t go it alone. If you have the best water, ceviche, IOS app, sunglasses, ice cream or insurance in the world, stick with what you are good at. Let those who are good at branding and marketing build your business. This statement also comes with a warning. I have been disheartened and even disgusted with some of the paid marketing campaigns I have been brought in to fix. Companies paying thousands of dollars per month for inadequate, misappropriated or even uninformed campaigns. Adwords campaigns that waste thousands because of inefficiency or websites that concentrate on ineffectual priorities. Good products and services deserve to be appreciated. You are your brand, and your brand is what sells. So, if you make the best water, are the best physician, or artist, designer or home builder, word of mouth is no longer enough. Building recognition and appreciation through branding will cause exponential growth with palpable success.