The First Brand Impression Rarely Changes
I spent this weekend marathoning HBO’s Silicon Valley and reading my first Seth Godin, so excuse me for being insufferably smug. In Godin’s All Marketers Are Liars, he takes the time to highlight the importance of consistency throughout branding efforts, because marketers – despite their best efforts – cannot ensure where consumers will receive their first meaningful impression of a brand. In my experience, I skimmed over Chobani for ages until I met their vendor at Shop-Rite and we chewed the fat over The Wire, Odell Beckham Jr., and where the hell IS Carmen Sandiego. Now, I’m considering naming my firstborn to pay homage to Chobani, due to the friendly impression of one employee.
But a competing Greek yogurt brand, Fage, imprinted on me in a much more unconventional way. Watch, enjoy (NSFW language – but nothing worse than you’d hear from the average 14-year-old):
I nearly choked down pineapple chunks at the very mention of narrow spoons. Not even a week prior, I raided my aunt’s fridge and came upon a cache of Fage. To my dismay, the spoon I grabbed wasn’t lithe enough to scoop all the fructosey goodness from the compartment. Impression formed: Fage supports wastefulness. Reinforced by Erlich Bachman and Mike Judge. Consistency! Probably not how Fage planned, unless of course they bought that spot on Silicon Valley, which would make this a brilliant bit of self-awareness. Perhaps owning the skinny spoon market is their differentiator. Either way, it’s worth watching.
~ Chase Cambria, Jr. Copywriter, The S3 Agency