Owning Your Brand Identity
Then I saw this billboard in Times Square last week, and I couldn’t wait to write about it. Yes! If you are stuck with a bad brand name, then own it. Make it mean SOMETHING. Stop hiding behind it. Is it weird that there is a woman in a chic dress standing next to livestock? Of course it is. But it does get attention. It does differentiate from other brands. It does make me remember the brand name. And it does make me read the rest of the ad, where I see that the prices for said chic ensemble are pretty affordable.
Based on that last sentence, I suppose that the “barn” in Dressbarn is supposed to indicate that the prices aren’t fancy. Kind of a stretch, but ok. Regardless, I now have a reason to check out this retailer. Kudos to you, Dressbarn. Way to make hay. I hope it works for you!
~ Denise Blasevick, @AdvertGirl & CEO, The S3 Agency