SEPTEMBER 2008

Relevance: Stuff that Matters
Please comment on a brand that is most relevant to you and explain why.
#Response DateResponse Text
1.9/8/2008 6:41:00 PMFaber and Faber, the most beautiful books in the world: They make me feel sophisticated and cultivated. I feel I have a beautiful object in my hands when I have a faber and faber book! By the way, go to www.lovemarks.com, many many people in that website say things about brands that are relevant for them and why. hope this helps.
2.9/8/2008 6:42:00 PMCraig's List is a brand that is particularly relevant to me because it's solved my heretofore very challenging dilemma of finding locally-based creative freelance talent.
3.9/8/2008 6:42:00 PMApple I use it as a way to weed out boys I'm interested in. It says something about who you are if you own an apple...freethinker, creative and user friendly ;)
4.9/8/2008 6:43:00 PMDiet Mountain Dew. No calories and I like the taste. Significantly different from Mello Yello and store brands.
5.9/8/2008 6:44:00 PMStarbucks - i'm a freelance writer hence i need A. Caffeine B. to NOT meet clients in my bedroom / office C. to get out of the house so as not to go wack-o! Hey i love your Cool News -- really wonderful distillation of cool news (for lack of a better phrase : )
6.9/8/2008 6:45:00 PMCoca-Cola It it a tried and true brand that has stayed with a successful formula (although they have played with newer versions) that keep it true to its heritage. They also sponsor events that mean something to me (ie.e Olympics) and have catchy effective ad campaigns
7.9/8/2008 6:48:00 PMKashi - I actually feel better about myself when I purchase Kashi products... like I'm doing something good - for myself and the environment. And I don't even know, exactly, if Kashi is doing anything good for the environment - they just seem to fit that profile. I also like their products, so that reinforces my liklihood to repurchase.
8.9/8/2008 6:49:00 PMMany brands are relevant to me because they hold certain characteristics. These include: service that continues to surprise, messaging that excites not intrudes and the ability to add to my life in either ease or happiness. It's hard to name brands because I can't think of many that continually fit all these requirements. Partials include World Market retailers, Trader Joes grocery and Bolthouse Farms.
9.9/8/2008 6:49:00 PMTarget - because its my business, its the best place to buy the things I want and need and its innovative and stays in step w/ trend...plus it delivers on its brand promise: expect more. pay less.
10.9/8/2008 6:49:00 PMTim Hortons is a coffee chain in Canada and it is really relevant to me, on two levels. From a practical perspective, it means clean washrooms and hot coffee and tea during car trips with our kids. It means fresh sandwiches, yummy treats and a welcome break to stretch our legs. Regardless of what province we're in, whether big city or tiny hamlet, the product is happily predictable and of high quality. On a second, more emotional level, Tim Horton's says Canada -- steady, friendly, homey and reassuring. They have a store in Kandahar for our troops, they are the subject of many a care package for distant students and they embody the quiet high quality that every Canadian brand should strive for.
11.9/8/2008 6:49:00 PMAssuming that a blog can be a brand, I vote for sethgodin.typepad.com. Always relevant to me. When he speaks - I listen
12.9/8/2008 6:50:00 PMNBA - It is dynamic, engaging, entertaining, addictive,
13.9/8/2008 6:50:00 PMThe Kashi Brand This brand is relevent to my life and lifeSTYLE because of the wholesome, natural ingredient, nature of their products. I am an avid label reader and LOVE to see the readable, wholegrain, natural ingredients used in their products. I am also very physically active and demand high performance from my body and with Kashi I can trust am getting a wide variety of hearty, healthy whole grains for fuel. Favorites are their granola bars and pilafs. Kashi is not just about eating great, healthy foods, but also encourages consumers to pursue those physical activities that they most enjoy. My passion is biking and I feel like Kashi is a partner in making me strong to live my passion. Kashi was developed with consumers like me in mind, therefore it is 100% relevant and part of my life.
14.9/8/2008 6:50:00 PMToyota - 238,000 miles on our previous Camry. A great looking car, a five-speed and outstanding gas mileage in a car that we couldn't kill. We now own another Camry...and will stick with the brand until they let us down.
15.9/8/2008 6:51:00 PMHi Tim, I don't know what I would do without the folks at Apple. I have two Apple Powerbook computers, one that I travel with and another in my office. I have three iPods, one in my car, another that I travel with and another on my nightstand at home. If I ever have a problem I go online make an appointment at the Genius Bar in my local Apple store and they fix whatever needs to be fixed. In additions to making great products their service is simply awesome. Who could ask for more?
16.9/8/2008 6:51:00 PMMethod They willingly crawled into an uber competitive place believing in their philosophy of clean product and good design and became David in a Goliath category
17.9/8/2008 6:51:00 PMLongchamp is a brand that is relevant to me. Since my first trip to Paris this brand has represented to me French style, simple practical, sophisticated, personal. Unlike other brands that need to be flashy, it is classic and classy without being boring. The advertising is simple and tasteful and the totes never go out of style, the seasonal colors keep the line fresh and encourages you to buy frequently.
18.9/8/2008 6:51:00 PMApple - They have that "It" Factor that has allowed them to transcend time and changing attitudes. Overall they have been able to maintain the cult of cool as they progress from a straight ahead computer hardware company to a purveyor of the integrated eletronic lifestyle - all the while having a lot of fun with their imaging.
19.9/8/2008 6:53:00 PMAdidas Reading a great book on the Adidas / Puma fued and the way in which they altered the sports industry- "Sneaker Wars".
20.9/8/2008 6:53:00 PMCoke - and I wish I had an exceptional reason why - but I don't. Growing up (in the 70's) I really connected with the brand and for some reason defend it over Pepsi and other soft drinks. I believe it stems from their "softer" ads versus the more agressive Pepsi campaigns.
21.9/8/2008 6:53:00 PMFender Musical Instruments -- Their Stratocaster and Telecaster guitars are played and enjoyed by musicians around the world. And their amplifiers have a distinctive sound, the holy grail of clean sound. You see their gear played by top players in rock, country, blues, you name it.
22.9/8/2008 6:54:00 PMJCPenney and Best Buy -- These two brands have epitomized awareness of, responsiveness, and service to their client base -- namely the vast quantity that is "middle America" who are driven equally or alternately by value and quality, busy raising kids, starting small businesses, attending family and professional events, updating our homes, computers, etc. These companies know where we are and what we need, and they have (I believe) been so competitive that they have forced manufacturers to price competitively and improve both the quality and cost of inputs. While they are not the upscale authority (Nordstrom, Sharper Image, etc.) they still set the bar for many in their general markets.
23.9/8/2008 6:55:00 PMI Love Boobies - I was at a War Tour concert where I took my daughter and her 9 teenage friends. I seen many girls walking around with t-shirts on saying I love boobies. I thought this is odd, but then again I am learning things everyday about the millenial group. So I went on the hunt to see what this "band" was all about. Low and behold - this is a breast cancer awareness campaign. What a way to get the attention of this generation, when one they feel invincible and two they have so much info and "stuff" bum-barding them - And when I asked with tongue in cheek to her friends, what is that band all about called "I love boobies", they all go thats not a band its for breast cancer awareness. Thanks for getting their attention.
24.9/8/2008 6:55:00 PMGoogle I google for a living; I use google to find new products and vendors for our online website. Google has a special place in my heart because it was my final project in Strategic Management, the final course in my MBA.
25.9/8/2008 6:57:00 PMAmy's Organic food that is tasty and relatively inexpensive.
26.9/8/2008 6:58:00 PMCoca Cola -- I'm from Atlanta, respect the longevity and history of the company, quality of the product, packaging, advertising and global presence
27.9/8/2008 6:59:00 PMHodgson Mill--brand of natural stone-ground grain products--flours, cornmeal, muffin mixes, cereal, best pancake mix ever. Whole grain, 100 year history, you can visit the mill, learn stories about how in the 1800's farmers would bring their grain to be ground and have a big party while they waited. Lots of healthy attributes to their products and complete support for their authenticity. Sold in grocery stores and at competitive prices, not only at Whole Foods
28.9/8/2008 7:01:00 PMCostco - consistently provide value - high quality at a low price - offer few but well thought out and researched options in each product category - knowledgable helpful efficient sales staff - fun to go to especially during food sampling times (unchtime on Saturday) and to see what in and out items they have
29.9/8/2008 7:01:00 PMWhen it comes to relevance, for me it would have to be Zappos; an upstart company that hit the ground running and turned itself into the best provider of customer intimacy I've ever experienced. This is a company that became the purple cow Seth Godin reveres, and went from a fashion shoe resource, growing in smart, sensible increments to a provider of handbags, clothing, accessories, and now electronics and cookware...creating a culture of convenience by providing free shipping both ways, customer reviews to help in decision making, a great web site and in-the-drop-of-a-hat responsiveness to inquiries. This adds up to 21st century and beyond relevance not only to a woman shopper, but a business person who is too busy to scout the stores. Bravo Zappos.
30.9/8/2008 7:04:00 PMBMW. They make the 'ultimate driving machine'. Their engineering and styling live up to their promise and then some. I connect with BMW both emotionally and rationally, and as a long-time customer that enjoys driving, I'm always riding high on satisfaction.
31.9/8/2008 7:14:00 PMI don't know about *most* relevant, but I think that Teavana does a great job with their brand. Their print, packaging, online and retail experiences are consistent and convey their entire concept nicely.
32.9/8/2008 7:14:00 PMLCR (dice game) - The best "parlor" game ever invented. If I had to write a tag line, it would be "LCR, the Party-UnPooper". Required skills = none; High emotional benefits = unpredctability, screams, cheers, anguish, drama, euphoria (last man standing takes the pot). Best administered with 5 or more adults with two+ drinks sometime after 10 PM. By the way, I am not - in any way - affilitated ith the company or their folks. Tim - congrats on the book!
33.9/8/2008 7:16:00 PMJetBlue... given how much time I'm spending these days in airports and on airplanes, the brand that feels most relevant to me is JetBlue airlines. It satisfies my impatience (on-time delivery), lets me pass the time comfortably with mindless TV, and provides a relatively-hassle-free service (compared to other like brands).
34.9/8/2008 7:17:00 PMI rushed to answer the survey, and then found myself stumped. I did a quick mental head-to-toe inventory (shoes...is any shoe brand relevant to me? Apparently not since I've changed brands every time I've bought a pair which is several times a year. Clothing line? Nothing comes to mind. Car? I love my Audi; I think I deserve my nice new car after years of hauling children in a blue Ford Explorer with 275,000 miles on the engine, but would I say it's relevant?) I wasn't sure I was getting anywhere, so I tried to think "outside the nine dots" of my body. What about household items? Cosmetic or personal care items? Retail stores? Nothing screamed, "relevant...akin...allied...correspondent." I realized that I was basing my critieria on staying power -- some brand I consistently purchased or held a tenured affinity for. What I realized was that a new brand had crept in, and I felt quite strongly about it in a short period of time. I was introduced to the Xtreme Sport ID about a month ago by its three developers. The gel bracelot has only been on the market for a year, but I can't imagine living without it. When you purchase the Xtreme band ($8 retail -- affordable, well-priced...that's relevant), it is imprinted with your own (personalized is relevant) 8-digit ID number and an 877- toll -free number. You then go online (online...relevant) to log in your emergency contact information, name and contact information for your doctor, and allergies or medications. In an emergency, anyone can call the 877- number on the band, give the operator the ID number on the band, and the operator will immediately contact the person(s) as well as your doctor. A(nother) "wow factor" is the ability to log on and declare that you are going somewhere (on a long bike ride and will expect to be back in two hours...on a car trip from Seattle to San Francisco and should arrive tomorrow morning) and it automatically notifies your primary contact so that someone knows where you are or at least when you should return. I think the idea is brilliant (brilliance is also relevant). As a mom, I like it because it's trendy enough to be attractive to my kids (it's only good if you wear it, obviously. In this case, you don't really know it's on your wrist and don't need to take it off). As an athlete, I like that it's being marketed to the emergency medical/first responders community who will know to look for the bracelot (personal safety is relevant). I think it's a sound product developed by a team with a good vision, so I think it will be successful (staying power is relevant too).
35.9/8/2008 7:18:00 PMClorox bleach--not much of an overstatement to say it's an iconic American brand and product (with a great logo), the brand association is VERY closely tied with the product (a la Scotch tape), so much so that people often say, 'You need to use some Clorox on that,' instead of, 'You need to use some bleach on that,' it's tremendously versatile in terms of its uses in the household, and, hey, bonus, it's cheap!
36.9/8/2008 7:33:00 PMPhilosophy beauty products --- a product that does what is promises with brand that appeals to my mind and soul. Each product has a unique identity that is targeted to the consumer's need, life stage and/or mood. I can't say enough about how the brand influences how I perceive the products.
37.9/8/2008 7:46:00 PMThis is really difficult, because the top brands are all fighting so hard to get our attention and to be relevant, that they all kinda drown each other out. Truly top brands come to mind, but they haven't achieved the relevance that would get them on the list. So, I have to fall back to Macy's -- because what I connote with that brand is this very sweet spot of joy. When I go into their stores, I always say "this is my favorite store." They have what I want, and the own a place in my heart that no other brand does.
38.9/8/2008 7:54:00 PMapple - its understands what it is all about (as a brand), then goes out to understand who its target and what they're all about (segmenting and find respective touchpoints) and goes to the drawing board to deliver a proposition and product that is relevant to the target and consistent to its equity. everything it has talks to me.
39.9/8/2008 7:59:00 PMAmy's is a company whose brand is healthy and wholesome vegetarian meals-one that I find relevant to my needs as a long-time vegetarian. I enjoy and appreciate their food products.
40.9/8/2008 8:03:00 PMStarbucks because i feel "at home" and comfortable in each store and the products are great.
41.9/8/2008 8:06:00 PMNike - create memorable experiences for their audience in the experiential space. Inspirational regardless of athletic prowess
42.9/8/2008 8:14:00 PMNew Balance running/walking shoes,they are made for my larger size(over 6 ft. and 200 lbs) and I have found they for the most part deliver on their claim.
43.9/8/2008 8:23:00 PMPostit Notes--- This is a brand that started with a great product. Filled a need. Handy. Imitators were never able to make the perfect combo of tacky but not sticky. They keep expanding the brand, adding new products. Not all as successful as the little notes, but they are always trying new things. Relevant to me because I use several sizes of Postit notes every day.
44.9/8/2008 8:38:00 PMtarget- as in the store and brand at the same time. I totally trust the brand, can get clothes for the kids, food, items for the house for cleaning and decorating. There is never a doubt in my mind regarding the quality and I love to "hunt" for the newest "thing"- by the way I have come to trust all the "target" brands- so when I mention the purchases above I am mostly referencing the target brands.
45.9/8/2008 8:42:00 PMEverlast. This athletic equipment brand gives its customers their own brand identity. The Everlast logo on a gym bag or on athletic apparel stamps a person as someone who is probably a serious, training-focused athlete (whether or not accurate!).
46.9/8/2008 9:20:00 PMCan a long-closed dress shop still be relevant to me? Yes. Fanny's in Roanoke Rapids, NC is my all-time reference for the ultimate in living a brand. The brand experience started with the subtley grey painted building on Roanoke Avenue, continued as you were greeted (often by name) as you entered and gazed at bags, shoes and scarfs (never any actual clothes). Upon receipt of iced tea or a cold small bottle of coca-cola you explained to Fanny or Marcella what occasion you were shopping for (spring wardrobe, visit to Raleigh, the Loy wedding, etc). The clothes were brought from the back and shown to you. You decided what you wanted to try on. Fanny or Marcella helped dress you, adding jewelry and shoes (black, brown and blue pumps in every size -- plus sparkly party shoes). You didn't see yourself until you were back in the main salon in front of a huge mirror. As you critiqued the ensemble, so did any other shoppers and their friends sipping their coca-colas. You left with your purchases in a Fanny's bag, or on a Fanny's hanger. I still have every hanger and that's what holds my most treasured ensembles today. Fanny's closed in the late 1980's, and Miss Fanny died in the 90's. But I've never experienced a pure brand essence from beginning to end like that anywhere else.
47.9/8/2008 9:29:00 PMThe Catholic Church... Sure it has taken its fair share of criticism, but you have to respect, (and believe in, as do I) an institution that has maintained the relevance of their (his?) "brand" for over two thousand years. Good luck Nike.
48.9/8/2008 10:09:00 PMapple. I have used it my entire professional career. it is a brand that constantly helps lead us to the future instead of merely responding to the present. i love the creativity and simplicity that belie incredible innovation and complexity.
49.9/8/2008 10:28:00 PMCoppertone suntan lotion is a product that I hold close to my heart. The smell of it brings me right back to my childhood summertime memories. My mom always trusted the product, and I too as a mom now trust Coppertone to protect my own children as they enjoy the summers of their childhoods. I'll tell you a secret...during the long, dark winter months, I sneak my bottle of Coppertone out of the medicine cabinet and take a sniff to remind me that once again the sun will shine and warm our faces.
50.9/9/2008 12:21:00 AMBrand development is all about infinite attention to detail, one day and touchpoint at a time. It must be done consistent and persistently, and it's the job of literally every single person in the organization.
51.9/9/2008 12:51:00 AMElectronic Recylers International www.electronicrecyclers.com They are the number one electronic waste recycler in the US . . . and electronic waste is the fastest growing solid waste stream in the world.
52.9/9/2008 1:54:00 AMTiVo is most relevant to me and my family. Like most families today, we are very busy with work, school, soccer, gymnastics, etc. so TiVo gives us the freedom to enjoy the moment without worrying we will miss the news or the football game or the latest episode of Hannah Montana. The brand promise was delivered 1000% during the Olympics because it enabled us to watch all the relevant events in a fraction of the time WHEN WE WANTED TO. I recommend this product to my friends all the time and tell them that TiVo is all they should consider, not a knockoff from the cable company!
53.9/9/2008 2:46:00 AMNike....because I run, cycle, walk, swim...and so do they...
54.9/9/2008 4:45:00 AMTata - Brand which is best in India and good to quality, faith and turst bliendly
55.9/9/2008 5:50:00 AMLinux, although perhaps not properly a brand, has been with me for the past 10 years. It means freedom of choice and power.
56.9/9/2008 8:10:00 AMBBC Provides both factual and entertainment broadcasting and is funded by the UK taxpayer via a small license fee. It is an authoritative, objective and highly creative broadcaster with up-to-date content and innovative use of technology. I travel regularly worldwide on business and, via BBC online services, I can keep in touch with my home culture. It develops the best comedy talent in the world, yet also has a global reputation for serious news coverage. In summary: authority, emotional engagement, fun, availability/presence, innovation and value for money.
57.9/9/2008 12:11:00 PMI would say the Adobe brand means a lot to me as its programs are what I use to make my livelyhoood (sp?). I use 3 Adobe programs everyday and I love them, thereofre my trust in that brand is very high. I am extremely brand loyal as I know and love the programs it comes out with. I dont know what I would do without it!
58.9/9/2008 12:54:00 PMWhenever I travel to some city within my country or abroad, I try to buy some souvenir: a t-shirt, a cap, a jacket or something. And what I usually do is to research if in that city there's a Hard Rock Cafe, since I'm a fan of their merchandising, really like their image and make me feel good whenever I wear something of them.
59.9/9/2008 1:35:00 PMnat sherman (cigars)---for me, it evokes a very specific place and time and "experience". They do a good job of reinforcing this with every interaction. For me, it is very relevant to an experience I desire It also stands for a good product at a fair price
60.9/9/2008 3:26:00 PMCostco. Who would think that discount shopping could be fun, and they treat their employees well with fair pay and benefits. Socially responsible before it was cool.
61.9/9/2008 3:40:00 PMSaturn is relevant to me because I drive one (2005 Vue) and I plan to drive it for a very long time to come. I have over 50,000 miles and other than a new battery and oil changes it hasn't needed any work at all. What has this got to do with Branding? Everything! Wonderful, affordable (new=$19,000)dependable,comfortable in a basic kind of way, and gas efficient( averages around 25 mpg). Now GM and Saturn don't have to spend a penny trying to convince me that it's a great car.It's all aboutthe consumer experience. As Peter Drucker said "Consumerism is the shame of marketing"
62.9/9/2008 4:04:00 PMFranklin Covey is a brand that is relevant because it speaks to a continued effort to learn and improve. Their classic style is very professional and seems to help achieve goals with their product lines.
63.9/9/2008 9:48:00 PMApple and my iMac. I love how it looks, easy to use, and doesn't break. Wouldn't even consider another brand PC
64.9/10/2008 2:21:00 AMP&G would be my brand that I trust and rely on. Over the years they have consistently delivered products that work the way we are expecting. They may not be 100% perfect but exceed where they need too. It is almost as if they know us personally and can hit a home run and provide what we need and or desire. I feel closer to a P&G product than I do any other product source.