Can anyone tell the difference between Cold Stone Creamery and Marble Slab? I am having trouble distinguishing between the two. And I am not sure there message if any is getting through. They both offer Ice Cream and Shakes and dipped Waffle cones..but what is the difference?
Today Cold Stone launches a new $15 Million Dollar campaign with a tag line of "Do you love it, or do you love it love it?"http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003588310 Love what exactly? What do you do different than Marble Slab..or are you the same brand? Are there other examples of Brands that get lumped together? Is there a difference between Crest and Aim? How about Bounty Paper Towels and Brawny. And is there really a difference between Sprite and 7up? All those brands have there unique challenges but when two retail establishments that are the same, and are competing for the same dollar how can they build enough brand loyalty to survive. One will need to distinguish themselves in the category and tell us what makes them different.
I believe the these two brands have a identity problem that I don't think "Do you love it, or do you love it love it?" will fix. It will be interesting to see if both can survive in the market place. I say no.
Please share your thoughts as maybe I am just missing something....
No comments:
Post a Comment