Say What?

When we met with the Izze Beverage Company in February 2003, the sparkling juice startup had a very unique approach to communicating its new brand: Say nothing. Yes, you heard right. The company was reluctant to say anything, or as they put it, "We want consumers to discover their own meaning of the brand." Sound crazy? Branding blasphemy? Well, a wise move if your brand is already "essentially" positioned.

The Naked Truth

Your brand's essence is the core of what drives your brand. Stripped naked of all imagery, clutter and messaging, it's the immediate, single-minded understanding that your customers get when they experience your brand. For the fizzy, spritzy Izze its communication was already in, and on the bottle. Nothing more needed to be said. Less is often more. Definitely true for Izze, now a part of Pepsi.