The Story

When was the last time you were driving down the road, and became enthralled by a commercial for cough syrup? I may get excited about dorky stuff like bank marketing or credit union branding, but this was certainly a first for me, when I recently tuned in just in time to hear a creative radio spot for Buckley’s Cough Syrup. I’d never heard of the stuff.

But as I listened, the simple brilliance of the brand positioning really struck me. Buckley’s positions itself with the tagline, “It Tastes Awful. And it Works.” The radio ad was simple, with one clear message. It was funny, as well: people called the customer service line claiming that “it tastes like the sweat off a monkey’s back” and other similar disgusting comparisons.

My interpretation? Awesome branding. Simple, clear, and–this is the kicker–DIFFERENT! It’s not trying to be better, nicer or whatever–it’s trying to be different. Apples and oranges from the competition. It’s putting its stake in the ground and saying “if you value getting rid of your cough more than drinking a good-tasting syrup, this is the cough syrup for you. If not, go buy something else.”

Bank and credit union marketing and branding people always talk about differentiation, but don’t actually want “differentiation,” they want “betterentiation.” (Refer back to the previous posts, The Irony of Differentiation Part 1 and Part 2.) Nicer service, friendlier people, better products etc. Who cares? You can’t build a strong bank brand like that, because that’s what every bank strives for. My advice: go ahead and actually BE nicer and friendlier, but when it comes to positioning, find something more unique, more ownable, and….differentiated!

Why not differentiate based on (and then, of course, prove the story and deliver on) having the sexiest bankers in town? The loudest music? The funniest tellers? The softest couches?

It’s time for bank marketing and credit union branding to learn something from cough syrup. It’s the same stuff Apple, Hooters and Umpqua Bank know…and it’s not a secret anymore, so use it!

This entry was posted on Tuesday, December 4th, 2007 at 11:08 pm and is filed under Bank Branding, Credit Union Branding, Bank Marketing, Branding, Credit Union Marketing, Umpqua Bank Marketing & Branding, Apple Branding & Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.