A Smart Brand Strategy?

Brand development opportunities seem to be everywhere. They can be plain as day, and often inspired by the latest fads or trends. Consider Enviga™, the Coke and Nestlé joint venture scheduled for a national roll-out in early 2007. Enviga is loaded with EGCG (huh?) and caffeine to enhance fat-burning metabolism. The result is calorie reduction and a healthier, trimmer you. Never mind that, according to the Wall Street Journal, "a person would have to drink more than five cans a day of Enviga, at a cost of $6.45 or more, to burn the number of calories found in two Oreos."

...Or is it "Brand Baloney"?

Successful brands strike an immediate nerve with consumers. There's immediate understanding, immediate perceived benefit. If your brand requires too much thinking, or in the case of Enviga, counter-intuitive thinking, forget about it! It won't work...even if it's true. Instead, focus on what you do best and deliver meaningful and understandable brand benefits. Be believable. Remember, consumers are rational (Economics 101) and practical. They'll skip the Oreos and save the $6.45. Every time. And that's no baloney.