Domestos kills all known germs. Dead’ was an example. But in a world where functional advantages are quickly matched by the competition, brands rarely own these claims for long. In fact, any bleach could make the same claim of Domestos.
And this takes us to the nub of how branding works. Brands succeed not by being different, but by being distinctive. Brands need a distinctive style, tone of voice, and personality. They need to have their own way of saying what they do. An end-line’s job is to sum that up in a memorable way.
Think about two great brand end-lines: Nike’s “Just do it” and Tesco’s “Every little helps”. There”s nothing inherently ownable about these words. Or the sentiments behind them. You couldn’t come up with a more ordinary bunch of words if you tried. But each of these lines reflects an attitude to the category in question that’s clear, distinctive and memorable. And over time, they’ve become inextricable linked to the brands in question.
And that’s the point. “Ownership” takes time and money. The smart marketing directors who bought those successful long-running campaign ideas and end-lines weren’t agonising over wether they were ownable.
In a social media-driven and 24-hour news world, how on earth do you give 60,000 people a preview of what millions can’t wait to see… yet manage to persuade them to keep schtum about it for five days? The answer: you choose your words smartly. Danny Boyle, London 2012 Olympics Artistic Director, displayed a genius understanding of both human nature and the power of the right word when he asked the lucky attendees of his Opening Ceremony dress rehearsal to “#SaveTheSurprise”. Because amazingly, everyone did. How different would it have been, though, if instead had Danny asked them to “Keep It Secret”? The words seem so similar. But the canny choice of the word “surprise” rather than “secret” made all the difference. Everyone wants to know and tell a secret. We can’t help ourselves. It’s human nature. But no-one wants to spoil a surprise, or have a surprise spoiled. The persuasive power of the words we choose… Choose them carefully.