I snapped this picture at Target the other evening because of the intriguing product branding ideas it suggests.
This is a ten-pack of 7.5 ounce cans of Diet Coke. Compare that to the typical Diet Coke configuration: twelve cans of 12 ounces. Doing the math, this carton has 75 ounces of Diet Coke vs. 144 ounces in the typical 12-by-12 arrangement we purchase like crazy at our house.
Just looking at the numbers, you can see people are receiving about 50% of the amount of Diet Coke they might expect if they rush into the store and grab a carton without paying attention.
That’s a big difference!
Suppose you are in a similar product branding situation. You need to reduce what your brand delivers, but still put sizzle into your product so consumers think it is an attractive option. How do you go about it? Try going to school on three producing branding ideas from Diet Coke, and look for where you can beg, borrow, and steal ideas!
Background: Smaller cans do not usually suggest a positive brand experience.
Diet Coke Strategy: Translating small to sip-sized. This takes advantage of alliteration and whimsy. And rather than seeking permission for the change, this branding strategy idea begs forgiveness later – if ever!
Ask: What’s the coolest way possible to describe the presto-chango we’re about to pull on our customers?
Background: Mini Cooper has positive brand affinity. The brand has helped make small a good thing.
Diet Coke Strategy: Borrowing mini and using it in a maxi fashion across the entire side of the box.
Ask: What brand positively employs a typically negative attribute that our branding strategy can embrace and celebrate?
Background: On the carton, it says 7.5 ounce cans. The images show the traditional can and bottle, though.
Diet Coke Strategy: Stealing from the Coca-Cola brand halo to depict a traditional can (12 ounces) and the classic bottle (something bigger than 7.5 ounces). This creates a deliberate mismatch between what you see and what you buy.
Ask: What brand attributes from our higher value / more significant offers can we use to sell-in something less?
We haven’t tested this exercise for generating product branding ideas since it is brand new. If you beat us to putting it into practice, let us know how it works for you! – Mike Brown
