Comments on: Just My Size http://www.franklaneltd.com/naming/just-my-size/?utm_source=rss&utm_medium=rss&utm_campaign=just-my-size Helping Clients Build Killer Brand™ Businesses Tue, 20 Dec 2011 22:24:54 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Ernst http://www.franklaneltd.com/naming/just-my-size/comment-page-1/#comment-68 Ernst Thu, 23 Aug 2007 14:52:02 +0000 http://www.franklaneltd.com/?p=67#comment-68 Love the idea of a personal size watermelon! I hesitate buying the gigantic watermelons because they not only take up half the refrigerator but we also then have to eat watermelon for six days in a row! Assuming a grower can't patent the size, could they still focus on the small size and communicate the attribute in a compelling and differentiated way? In your book, Killer Brands, you mentioned the example of toilet paper. A commodity, or one would think. How on earth could one create a compelling brand of toilet paper? Your provided the example of Charmin toilet paper and the Mr. Whipple advertisements; a perfect example of communicating a compelling attribute (softness) and communicating it in a differentiated way ("don't touch the Charmin"). Memorable. Brilliant. From my childhood, I still remember Sunkist oranges being "kissed by the sun." Were the oranges any better than another brand? Probably not. But I still prefer to buy Sunkist oranges. Love the idea of a personal size watermelon! I hesitate buying the gigantic watermelons because they not only take up half the refrigerator but we also then have to eat watermelon for six days in a row!

Assuming a grower can’t patent the size, could they still focus on the small size and communicate the attribute in a compelling and differentiated way?

In your book, Killer Brands, you mentioned the example of toilet paper. A commodity, or one would think. How on earth could one create a compelling brand of toilet paper? Your provided the example of Charmin toilet paper and the Mr. Whipple advertisements; a perfect example of communicating a compelling attribute (softness) and communicating it in a differentiated way (“don’t touch the Charmin”). Memorable. Brilliant.

From my childhood, I still remember Sunkist oranges being “kissed by the sun.” Were the oranges any better than another brand? Probably not. But I still prefer to buy Sunkist oranges.

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