What’s The Big Deal About Branding (part 3)

July 6, 2011 § Leave a comment

Since it’s National Ice Cream Month, I thought I’d use a famous ice cream company for Part 3 of my branding chatter … after all, “it’s only fair…”

What’s so good about this is that the video not only shows the integrity and consistency of Ben & Jerry’s folksy branding in action, it’s also a great example of authenticity.

Just to clarify, authenticity means that the message (the visual voice) rings true. And there’s very little that can replace, go above or beyond being genuine.

In this particular case, the element of authenticity underscores a product that’s been proven worthy and continues to breed the important ingredient of trust, therefore keeping ~ and gaining ~ a loyal following.

I really like how Ben & Jerry’s found a way to keep their classically down-home look, feel and messaging steady, vital and relevant in a technological environment. From the start they’ve been about extra good ice cream with an organic bent and a social conscience, and they haven’t skipped a beat.

(Makes you want a quart or two …!)

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