Tuesday, July 28, 2009

When your message is better than your product

I was sitting in the steam room after my workout this evening. Was not in a great mood. Had one of those de-inspiring days.

My workout was pretty good. The steam was doing its trick. I was feeling tired, but the good kind of tired. And when that happens - particularly when I'm feeling down - I get to thinking "it's Miller time."

I really thought that. In those words.

But here's the thing. I don't really drink Miller. It is basically not in my consideration set at all. Miller to me is cheap tasteless American beer. Don't get me wrong. There are times when I really want a cheap American beer. Hot summer days are a good example. And on those occasions if someone offers me a Miller, I will accept. But for the most part, Miller doesn't have a shot with me.

So I'm sitting in the steam room thinking "it's Miller time" and knowing damn well that I would either be drinking the Kasteel Rouge, Westmalle or Rogue Hazelnut that I had in the fridge.

Miller owns that little part of my mind that articulates the need for beer on certain occasions. But other brands have a lock on my palate and, therefore, my wallet.

If you like winning advertising awards, spend your time and energy on slogans and jingles. You can create an iconic line that will reverberate from the lips of consumers for decades. But if you have a need to make some money, better to spend your time developing a kick ass product.


Tom McMillian said...

You are absolutely correct. Tom

Anonymous said...

I agree! Now just think if Miller's product truly delivered on that association you have with the consumption moment? THAT would be an exampleof powerful & sustainable branding. making it not a mental state, but rather a call to action! Too bad that prompt gets wasted.