A brand is a powerful thing. It succinctly conveys a large range
of attributes, often charged with an array of values and emotions. By and large,
brands stay within the narrow confines set forth by the company’s primary line
of business. Tide, BF Goodrich and Starbucks are all examples of rule-abiding
brands. They are well recognized, yet their association is specific to soap, tires
and coffee -respectively. Sometimes, brands transcend. These special brands are
generally synonymous with an attitude or a lifestyle. Think Harley Davidson
clothing or the Ducks Unlimited edition Chevy Silverado. Their initial association
with motorcycles and wetland conservation have broadened to appeal to the wannabe
outlaw biker and nature-loving outdoorsman respectively. Another iconic brand, Nordstrom’s,
is delving beyond their comfort zone to see whether their brand appeal extends outside
the proverbial big box. They are venturing into the realm of designer donuts. So,
slick your hair with some Baxter of California clay pomade, don your Dior sunglasses
and strut down to the donut stand in your Calvin Kleins. Strike a pose, take a
bite and vogue!
Happy Friday!
P.S. Don’t forget to thank Missy Glauch for procuring these
fancy treats!
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