Branding Without Your Name
Filed in archive Branding by Deborah Brown on September 12, 2007
I bet I've seen the commercials ten or twelve times but never connected them to a product. It wasn't until curiosity got the better of me and I visited the site that I learned it was a commercial for Hyundai automobiles.
I don't know what you think of when you hear Hyundai, but I am embarrassed to admit that I associated them with inexpensive lemons run by two rubber bands and a gerbil in an exercise wheel with a name that mimicked the well respected Honda but spelled so weird you could never get the vowels in the right place.
They were small enough to put in your back pocket, with a tiny engine and a price significantly lower than the competition so how could they possibly be of good quality.
Yet over the years, their brand has grown in the eyes of consumers.
It takes courage and a little bit of moxie to advertise your business with a brand that isn't your name. Target and the little red circle come to mind. They have done such an excellent job associating themselves with the red target image that words are unnecessary.
And now Hyundai is trying to do the same thing with a web link that has nothing to do with cars or their name: Think About It could mean anything.
Did you connect the website with the car company based on their commercials? Think about it is a catchy phrase that sticks in your mind and is frankly much easier to spell than the car company moniker.
Do you lead with your company name or an image that represents the service you provide?
It is a successful direction for the car company to travel?
p.s. State Farm is doing the same thing with Now What.
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branding Hyundai Honda Target 2007 small+business branding+without september+2007
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