Recently while driving down the long peninsula that is Florida, I paid witness to a myriad of billboards, most of which featured restaurants promoting heaping food portions at attention-getting low prices. Enticing as many were, it was Cracker Barrel’s message that grabbed my attention. Alongside a picture of a pegboard puzzle were the words “Games, Good Times and More!” Hmm rows and rows of billboards all shouting out product and price (acting as if the price/portion equation was the only way to achieve value) and one sign spoke gently yet evocatively about emotion and the brand experience. I knew Cracker Barrel would serve up ample portions at a competitive price but the “Games, Good Times, and More! billboard had me thinking about the fullness of enjoyment that they might conjure up for me.
Your brand is more than product and price, how can you paint a picture of the emotional benefits of choosing you? How much of what you communicate is shouting price and product? How much talks about….”good times and more?”