We hear so much about branding and creating a great brand (McDonalds) or a "hot" brand (Apple). But why is this so important and why is it so hard to do? To be synonymous with any industry or concept it requires a deep understanding of your consumer base and constant emphasis on excellence. While it takes a lot of work to create a brand it takes almost no time to tear it down. I remember a commercial yesterday for actually I don't know what it was really for but it had a gerbil in it. The problem is without market research companies put what they thinks works into the brand but the average consumer doesn't get it. I loved a part of the show 30 rock when a couple characters were debating about who is the Geico spokesmen, A clump f Money, a Gecko or a caveman. While I thought personally the caveman was pretty bad the one good point was the catch was always the same. "15 minutes could save you 15%". This is something that resonates with the consumer.
So please for all our sanity do some research and seek to promote one single brand.