Do More Than Smell the Flowers
2 Comments Published by Frank Lane June 24th, 2007 in Differentiation, Focus, Linkage, Naming, Spot OnI passed a store rather quickly the other day, but the whole concept and name stuck with me.
KaBloom, The Power of Fresh Flowers.
Several things about this new flower shop appealed to me as a brand. The premise of power in fresh flowers is an interesting way to think about sending flowers, and of course it rings very true. Then combining the expectation of “power” to the word kaboom, then modifying it to be KABLOOM brought the expectation home and linked it so that I remembered this several days after seeing it in another town.
Now if they had limited themselves to arrangements of unusual visual impact, which they have yet to do, that would be even better,
Rarely, do I say “now, why didn’t I think of that?” This would be one of those times. KaBloom seems so, well, perfect.
As an excited entrepreneur, I have made the mistake in the past of rushing a great product to market without first creating a compelling and differentiated brand expectation. Ouch. The experience was always painful and expensive.
I don’t have your excellent book, Killer Brands, with me at the moment. If I remember correctly, you said branding was simple, yet difficult. Creating a killer brand doesn’t take a lot of money. It takes creative intellect and determination.
That is exactly what I said. the same can be said for golf, billiards, etc. Lot’s of things are not complicated, but they are difficult nonetheless.