Posted by Mike Woroniak, Chief Creative Officer + Managing Partner, Arcas Advertising
Recently during some intensive brand project work for a client, I had the chance to take a step back from all the insights and strategic energy that was being generated during the process to note the ongoing inclusion of some legendary brands that always come up and in our brand development discussions.
Usually brands like Apple, 3M, Lululemon, WestJet and Harley Davidson dominate the conversations and lead as examples of brands that consumers adore and are loyal to.
But here are a few others that also make the grade – and it is easy to see why.
Burt’s Bees: brand story of interest
Burt’s Bees is a personal care brand that describes itself as an ‘earth friendly, natural personal care company’ making products for personal care, health, beauty, and personal hygiene. This brand delivers not only amazing products but also has a fascinating backstory of the brand’s original founder, the 79-year old reclusive hippie beekeeper, Burt Shavitz. His image is the woodcut logo that adorns all of the brand’s product labels. You can check out a terrific documentary that was made about him and the brand’s backstory at burtsbuzzdoc.com.
I simply love Burt’s Bees brand identity simplicity and endearing qualities. The hand salve is a staple at my house.
Cabela’s: hunting, fishing and target audience endearment
Cabela’s is a specialty outdoor recreation retailing giant that showcases an enormous inventory of hunting, fishing, camping, hiking, boating and wildlife-watching gear, as well as outdoor clothing and outdoor-themed gifts and furnishings. Cabela’s is well known for its strong, world-renowned brand.
Being not much of the outdoorsman-type myself, my visits to their local retail location are few. But I did fall in love with their ‘ammo case’ gift card container recently when buying someone a card as a present.
Completely adorable in miniature form. Yet still rugged and totally on-brand. Who could resist this smile-making addition to a gift card purchase for that special loyal Cabela’s shopper in your life?
Dyson: branding esthetics and function
Dyson is a British technology company that designs and manufactures vacuum cleaners, hand dryers, bladeless fans, and heaters.
Their products not only provide amazing delivery of what they are made to do – their vacuums have incredible suction power technology – they also look amazing and have an incredible design esthetic that has tremendous appeal in what has always been a utilitarian-looking home appliance category.
As a Dyson owner and fan, this brand – much like Apple’s products – captures the imagination and wallet share of consumers in both design function and form. In my mind, they’ve brought sexiness to the vacuum cleaner category and many vacuum competitors have followed suit in upping their own technology and design esthetics.
Mrs. Renfro’s Salsa: advertising great taste
Since 1940, Mrs. Renfro’s Gourmet Salsas have been delivering great taste to consumers in the snack food category.
This brand creates an amazing lineup of salsa varieties to please any discerning nachos and salsa lover’s tastes. My personal fave is Peach Salsa. Or the Tequila. Or the Pomegranate. Or…well, you get the idea.
Sharpie: making creativity easy
Sharpie is a manufacturer of quality writing instruments whose products are sold in over 20 countries.
Beloved at our advertising agency, the classic Sharpie Fine Point Marker is the go-to standard for all brainstorm sessions or meetings where paper is the choice of medium.
With a classic, understated torpedo design that never goes out of style, this marker has likely been part of thousands of brilliant inventions and/or ideas on napkins or sketchbooks around the planet.
Indispensable. Timeless. Best friend for the doodling type. Sharpie is one of those everyday products that easily deserves its highly-held brand esteem.