While shopping for a TV and furniture for a teenager hangout space in our basement I came across these two tag lines that, for me, demonstrate the difference between a brand promise and a brand platitude.
IKEA – Affordable Solutions For Better Living
Sharp AQUOS – Change Your TV. Change Your Life.
One of the hallmarks of a truly great brand promise is believability. Does it hold up to scrutiny? Can you prove it? Does it match what your brand actually delivers?
How do you think these two mega brands did? Both tag lines have a nice rhythm. Both are structured to be easy to remember. Both ground the brands in their respective categories. The difference? IKEA is offering me two things in a straight forward manner that I really want and I can believe I will get from them. Sharp, on the other hand, is claiming that their TV will change my life. Sounds poetic and like something Sharp wants to believe about their TVs. But is it realistic? And do I want it? And by the way, if I’m already shopping for a TV, do I need to be told to change my TV?
Sharp AQUOS – Change the way you look at life.
Maybe not as grand and important sounding but at least it’s a promise they can defend.