light bulbs with words written in them in neon including idea and brand (Photo: Shutterstock)

Have you seen the “Safe drivers save 40%” ad from Allstate?  It’s the one where the ad’s spokesman walks into a fast food restaurant and is recognized as a celebrity.  That never happens.  Years ago, I heard an excellent trainer say: “When the top advisor in your office cold-calls someone, the person on the other end of the phone doesn’t say: ‘It’s their top advisor!  He’s calling us.”  They have no idea.  Your call and their call get the same response.  Can branding help?

Let’s approach it from a different direction.  Veuve Clicquot is the favorite champagne of one of our friends.  Everyone knows that.  When going to her house or celebrating her birthday, everyone knows “When in doubt, bring a bottle of Veuve Clicquot.”  All the money the brand spends on ads in luxury magazines and sponsoring events helps my friend build her own brand in our little community.

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