Smash Your Brand!

Do you think you could recognize a Coke bottle even if it was smashed into a hundred pieces?

The branding book "No Logo," by Naomi Klien calls it the "Smash Test." The author believes you can test the strength of a brand by the ability to break it to bits and for it still to be instantly recognizable....... even if none of those bits actually bear reference to the brand's name.

Interesting.....

The theory is illustrated by the fact that most consumers can still spot a Coke bottle even in seemingly simple remnants of thick blown glass, white lettering and a shiny red cap.

A brand's colors, feel, shapes, textures and mood amongst other things all work together to create it's authenticity.

So let's try it... I won't say the name yet but let me describe some "pieces," for you and then ask you to tell me what or who I'm talking about.

Emerald Green-a mermaid--popular music-- plush lounge chairs and a bulletin board with community postings.

Sounds like Starbucks to me. The clues may have seemed obvious but that's what they're supposed to be....obvious distinctions that allow you to tell Starbucks from the less busy/less fortunate coffee shop down the street that's serving the same espresso only in with plain white tumblers.

So how strong is your brand? Try to smash it and see what elements can actually survive....continuing your brand message even when the name tag is removed.

A brand is an ensemble performance where the whole is much greater than the sum of all it's parts. Smash yours and see if it's still there.