Make your brand relevant if you want consumers to care.

I have a new hero.

His name is Allen P. Adamson, a Managing Director at Lando Associates and the author of an inspired book, BrandSimple: How the Best Brands Keep it Simple and Succeed. He also blogs at BrandSimple.

What a great read. BrandSimple is loaded with sage observations and actionable advice from a guy whose had first hand experience with the largest global branders. But I’m not going to review the book, just recommend it.

And then touch on one of the main principals Mr. Adamson extracts from his experience and knowledge of branding. That principle: be relevant.

I say, amen.

The term Banquet on Coors Original label is now being promoted - why?I was just watching one of the NFL championship games today and up came a Coors commercial. In it, Coors extolled the virtues of their “Banquet” beer.

Now that’s their main-line brand, aka Coors Original. It’s the one Burt Reynolds made famous in the Smokey and the Bandit movie. The beer that was in demand from folks living all over the country who asked friends to bring them back a six-pack from their Colorado vacations.

The trouble is, no one knows what Banquet beer means. And Coors doesn’t tell us. Coors doesn’t even mention the heritage. So how can people relate? What difference does it make that you call your beer “Coors Banquet”? As the Bard said, “What’s in a Name”. And by extension, what’s in a tagline?

Remember, if it’s not relevant it won’t resonate. People will ignore it.

Also this evening, a Budweiser commercial exolled their main line brew, Budweiser Budwieser Lager labelLager beer. Bud, though, explained what the value of a Lager had – purity and clearness. Now Lager became relevant. Now I had a reason to try Budweiser Lager. And being a Coloradoan who had his first taste of Coors Banquet out of a shot glass at age five, that’s saying something.

Anyway, if the way you differentiate your product isn’t relevant to those in your target markets, it’s time to rethink the brand. It’s time to differentiate in a way that will make people care.

Martin Jelsema

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