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Home Sweet Home Brands

by Steve Woodruff  |  
March 9, 2010

In recent days, I've been struck by how powerful the sense of "home" can be. Home is familiar, comfortable, irreplaceable. There's an undeniable "belongingness" that can't be replicated.

Stepping off on a hike last fall in New Hampshire, I was overwhelmed by the sense that I was back home in New England. No matter that I'd spent seven years in Tennessee, and a quarter-century in New Jersey. I'm a Connecticut boy, and the New England woods are home. Driving in and around Mystic CT last week, the trees and stone walls and topography and houses all felt like ... home.

How powerful can it be, then, for a brand to become a "home" brand. So much a part of your life, that you are not comfortable without it.

From day one, the iPhone became a home brand for me. I can't imagine not using it daily. Google is a home brand, indispensable, every day. A particularly helpful blogger can be a home brand for you. As can a certain make of car. Or a brewer, such as Samuel Adams.

One of the signs that something is a home brand is that price becomes almost irrelevant. I barely even look at my AT&T mobility bill for the iPhone. I don't even think about writing a check to Amica Insurance. Price is secondary because it's ... home. Part of the family. And, just as we talk about our family members naturally and eagerly, so we word-of-mouth our home brands without any effort.

We all have our home brands, and if we're marketers, we all strive to BE one of those home brands. Undoubtedly, you have a home brand or two that come to mind --- share them in the comments!

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Steve Woodruff is the world's only Clarity Therapist. He connects people with their purpose, their message, and with other people in order to create new business opportunities. He writes at the

Steve is an unusual hybrid of conceptualizer, strategist, marketer, analyst, wordsmith, semi-techie, and all-around decent fellow, except when there's bad coffee or lousy wine.

Steve can also be found on Twitter, LinkedIn.

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  • by Miguel Tovar Tue Mar 9, 2010 via blog

    What about Nutella, Steve?

  • by steve woodruff Thu Mar 11, 2010 via blog

    For the record, I had a combination of Nutella and peanut butter on an English muffin yesterday. And it did indeed brighten the day! But if I had Nutella every day, I'd become a blimp...

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