Question

Topic: Branding

Brands Overcoming Barriers? Examples?

Posted by Anonymous on 4/21/2008 at 5:48 PM ET 250 Points
I'm looking for good examples of brands that have overcome barriers based on form, or brands that ask a little more of their users but promise a little more in return. The only (and best) example I can think of is Listerene and it's "keep going!" campaign, promising better results if you can "tough out" the burn that is one the brands equities (for better or worse)...

What are other examples of brands that have overcome similar challenges? I'm looking for a good example to use as a reference point and case study...

Many thanks!
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RESPONSES

  • Posted by Tracey on 4/21/2008 at 7:18 PM Accepted
    Heinz is another example of "worth the wait."

    Not sure if this is exactly what you're looking for, but financial planning and insurance requires consumers to feel some pain. Financial planning requires delaying gratification for future gain, and insurance requires people to think about what they hate to think about in order to get peace of mind. All-State comes to mind when I think about a strong insurance brand -- you'll notice they really try to personalize the brand and focus on caring.
  • Posted on 4/22/2008 at 11:45 AM Accepted
    Secret deoderant had a "your beautiful" campaign, although I'm not for sure that it was called that. Dove "Campaign for real beauty"-ads with real women and not models.
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