The saying "the nice person comes in last" may not always be accurate.

Cheap and useful products are sold at places like DAISO or 1 USD stores, which may be considered dull. Yet, Dollar Shave Club, a business, was able to sell shaving blades for 1 USD and was valued at 1 billion USD. They achieved this by dramatizing their offering and positioning themselves as a "shaver club" as opposed to a blade manufacturer.

Instead of merely giving the facts, great companies emphasize dramatizing upward. For instance, the phrase used to promote Patek Philippe timepieces is "A Patek Philippe is something you never truly own. You only take care of it for future generations."

Source: Forbes

The "famous Notebook from Hemingway, Van Gogh, and Matisse" is how Moleskine notebooks are advertised.

"Red Bull gives you wings" is the slogan used to promote Red Bull.

The slogan used in marketing by Mastercard is "Some things are beyond the reach of money. Mastercard is available for everything else."

Although occasionally the decent person might be monotonous, it is really the boring guy who comes in last. It's crucial to make branding entertaining, dramatic, and fascinating without being deceptive.

Practices

Dramatizing brand ideas means making a story or narrative around your brand that is interesting and draws people in. Here are some ways to bring your brand ideas to life:

  • Figure out what your brand stands for and what makes it special. What makes your brand stand out from the rest?
  • Make sure your brand has a clear persona or character that stands for it. This could be a real person, a mascot, or a person who speaks for the company.
  • You can bring your brand persona to life by using storytelling techniques. Create a backstory, personality traits, and actions that match the values of your brand.
  • Make a consistent message for your brand and use it everywhere, like on social media, in ads, and on the packaging.
  • Use humor, feelings, or surprises to make your brand more interesting and easier to remember.
  • Use video or graphics to bring your brand's persona to life and create a consistent brand identity.
  • Ask for feedback, make things interactive, and respond to comments and messages to connect with your audience.

Overall, bringing your brand ideas to life through drama requires creativity, honesty, and a deep understanding of your audience. By giving your brand a compelling story and persona, you can get people's attention and make it stand out from the competition.

  • In the late 1990s, Apple's "Think Different" campaign encouraged people to be creative, independent, and open to new ideas. The slogan helped Apple become known as a brand for people who think ahead and appreciate design and technology. It also set Apple apart from other computer brands and helped them become successful.
Source: Medium
  • Tiffany & Co., a high-end jewelry retailer, their slogan, "The Tiffany Diamond, the world's most perfectly cut diamond," emphasizes the quality of its diamond products by making them sound like the best in the world. Also, the blue color of the company's packaging and branding has become well-known and stands for luxury and exclusivity. By popularizing the idea of the "Tiffany diamond engagement ring," which has become a cultural symbol of true love and commitment, the brand has also given its engagement rings a sense of romance and exclusivity. This dramatization of the brand's products and their cultural significance has helped to create a strong emotional connection with its customers and has contributed to the brand's continued success in the luxury market.
Source: Tiffany
  • Instead of just being a place to book vacation rentals, Airbnb has built the brand around the idea that you can "Belong Anywhere." This slogan shows that their goal is not just to give people a place to stay, but also to help them have meaningful travel experiences where they feel like they are part of a community and connected to the culture of the area. Airbnb has been able to set itself apart from traditional hotel accommodations and become a lifestyle brand by using stories in their marketing campaigns, showcasing unusual and unique listings, and promoting the idea of belonging.
Source: Medium
Source: Brands Vietnam