Branding – Benefit, Authority, and Memory

Toothpaste seems like your basic commodity product. After all, toothpaste is toothpaste.  So how do you stand out in an overcrowded market? One way is to state a benefit.  Another way is to appeal to authority.  Let’s look at two classic toothpaste campaigns — Pepsodent and Crest — to see how these approaches work.  They can also teach us how to make a brand memorable through rhythm, rhyme and repetition.  You might call them the 3R’s of branding. Learn more in the video.