Words Done Write: Shakespeare would make a lousy advertising executive

"A rose by any other name would smell just as sweet." William Shakespeare's Romeo and Juliet, 1600

This is a lovely sentiment, but I can't think of anything less true in the advertising industry! What you say and how you say it counts in today's world. Your product or company's name, the font you choose for your packaging, the look of your logo, the colors, the slogan--it all counts. You could have the sweetest smelling rose in the world, so to speak, but if you name it the wrong thing or marketed it poorly it will quickly wilt. Take these two products below, for example.

They're both established brands, but at a glance, one is way more appealing to me as a consumer. Can you guess which one? Do you have a preference? How about if we go one step further and look at the envelopes in which the hot chocolate is packaged?

To me, the Nestle packaging and wording is far superior. "Making Warm Chocolately Memories"? That's fantastic! How delightfully cozy and inviting. Talk about conjuring up an image. As for the Swiss Miss envelope? It's a wasted opportunity. The stark blue and white feels generic and cold in comparison.

Now, take a moment to think of yourself or your business. Are you making the most of your words and images? Are you telling and showing customers about the satisfaction they'll get from using your product or purchasing your services? Or, is your rose really a stink weed?

11 comments:

Sinan YüzaklıJanuary 13, 2011 at 2:10 PM
Ha ha! You made a good point again Amber :)

Your post brought to my mind a quote from Sherlock Holmes: "What you do in this world is a matter of no consequence. The question is, what can you make people believe that you have done?" I think this applies to all areas of life. Doesn't it?
Words Done WriteJanuary 13, 2011 at 3:10 PM
Thank you, Sinan!

That's a great quote by Holmes. Love it! And, oh so true! You're right. It does totally apply to so many things.

I'm committing that quote to memory; it's a keeper!
Todd LydenJanuary 13, 2011 at 4:56 PM
only question- did you buy BOTH boxes?
Words Done WriteJanuary 13, 2011 at 6:09 PM
Yes, I did buy both boxes so I could take better photos and examine the inside packaging. I'm nothing if not thorough ;-)
Todd LydenJanuary 13, 2011 at 6:15 PM
SOOO what prompted it? Just the boxes... Amber was walking down the aisle and lo and behold?
Words Done WriteJanuary 13, 2011 at 6:34 PM
Amber always has her eyes open for interesting things that make for good content...
Todd LydenJanuary 14, 2011 at 6:20 AM
And talks in the third person~ good content indeed!
Katie DidJanuary 14, 2011 at 1:46 PM
Great now I'm craving hot chocolate ;) well done!

You make an excellent point about packaging, colors, slogans and logo's counting. My dear friend is a graphic designer and has instilled in me the importance of all these things. She has also instilled the importance of hiring professional help in these areas.

Good designers are gifted with the ability to make an artistic interpretation of a message that resonates with the customer. My advice is to seek out the professionals who can help you accomplish that; it saves a lot of time and frustration. It also saves your rose from becoming a stink weed!
Words Done WriteJanuary 14, 2011 at 2:48 PM
Ha ha! ;-) Excellent points, Katie. It does come down to letting the experts do what they're good at, huh?

Based on what you're saying, you sound like you're smarter than the Average Joe about this stuff. No doubt that serves you well.

Thanks for chiming in, Katie. We'll have to meet one day and chat over hot chocolate ;-)
Katie DidJanuary 17, 2011 at 11:05 AM
Yes it does come down to letting the experts do what they are good at and being comfortable enough to admit you can't do everything.

I don't know that I am smarter than the Average Joe about this stuff; more like I know just enough about this to be dangerous ;-)

And yes I would love to meet someday and chat over hot chocolate!
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