I have long contended that almost everything is branded and many things can and should be managed as brands. Brands have identities, including personalities. Further, brands usually possess certain values and they usually make promises to their customers. There are usually a few key things commonly associated with each brand in people’s minds. Given that definition of brands, let us explore various entities in several different categories to determine which ones seem to possess the qualities of brands.
Municipalities:
• Las Vegas
• Dubai
• Singapore
• Paris
• New York
• Santa Fe
Musical groups/Entertainers:
• Grateful Dead
• Michael Jackson
• Johnny Cash
• Sigur Ros
• Eminem
• Phish
Restaurants:
• McDonalds
• Cabbages and Condoms, Bangkok
• Moosewood Restaurant, Ithaca
• Alcatraz, Tokyo
• Dinner in the Sky
• Nyotaimori (“female body plate” in English)
Nations:
• India
• China
• Russia
• Australia
• Mexico
• USA
Museums:
• The Louvre
• MoMA
• Rock and Roll Hall of Fame + Museum
• Guggenheim Bilbao
• Strong National Museum of Play
• Smithsonian National Air and Space Museum
Colleges and Universities:
• Harvard University
• MIT
• Liberty University
• Hampshire College
• Rhode Island School of Design
• École nationale supérieure des Beaux-Arts
Communities/Neighborhoods:
• The Bronx, NY
• La Jolla, CA
• East LA, CA
• Far Hills, NJ
• South Beach, Miami, FL
• Provincetown, MA
Automobiles:
• Toyota Prius
• Humvee
• Lamborghini
• KIA Rio
• MINI COOPER
• Cadillac DTS
Not for Profit Organizations:
• ACLU
• NRA
• Creationism
• Metropolitan Opera Patrons
• Volunteers of America
• Child Fund International
Which of the above have unique identities or personalities? Which ones have unique values or attitudes? Which ones say something about the people who admire or use them? Which ones say something about the people who despise or shun them? Which ones are actively trying to position themselves? Which ones make unique promises to their customers? Which ones are trying to target specific customers? Which ones have a unique set of customers? Which ones are supported by professional marketers or entire marketing staffs? Which ones are trying to increase their revenues, usage, membership or other forms of support? Which ones have effective websites? Which ones have ineffective websites? Which ones have no websites? Which ones recently completed rebranding projects? Which ones seem to be incongruent with certain others?
My point is that almost everything is branded and many things can and should be managed as brands. At The Blake Project we are increasingly called upon to brand the most unlikely types of entities. We think that makes perfect sense.
Sponsored By: The Brand Positioning Workshop
In addition to products and services, I’ve branded special events (including one held on a sailing ship), a city, a church, a magazine and countless individuals. Your article helps expand the notion of branding from its pigeon-hole of business and selling to expression of identity, whatever that may be. Thanks!
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This just illustrates the fact that branding will never go away despite what people say today about branding. Whether we like it or not everything has a brand. Some are just more recognizable and better positioned than others.