soulsight®

Recently I have been reviewing Alina Wheeler’s book “Designing Brand Identity,” and was particularly interested in the study on simple brand identity elements and their meaning.

I decided to test my son, who is 5 and not quite reading yet. I gathered some of the most recognizable brands and asked him what they were and what they meant to him. I was curious which brands he could identify and then wondered if he could explain what they stood for. He did better than I expected. It’s amazing the power that some of these brands have, and how they are able to communicate at such a basic level.

Here are the results. It’s interesting how the simple answers relate to what each brand delivers. (The captions below are how my son identified each brand)



1) “McDonalds” - That’s were you get french fries”
2) "Coca-Cola - Gives you coke”
3) “UPS - Gives you packages” (Grandpa is a retired UPS man)
4) "Computer - Sends you email sometimes”
5) “Target - You buy stuff there”
6) “The World - You can live on it” (This could be an interesting campaign for AT&T)
7) "Disney - You can go there and go on all kinds of rides, see Tinker Bell and Cinderella's castle” (We have never been to Disney land)
8) “The Post Office - Where you mail stuff”
9) “Wii - You can play games”
10) “Piggly Wiggly - You buy stuff there” (We refer to this place as “The Pig”)
11) “Soccer - You can buy soccer stuff” (Not surprising, he just started playing soccer this spring)

Thanksgiving has always been one of our favorite holidays, here at Soulsight.

This morning, as we waited patiently in line at the market to pay for our groceries, we began to reflect on how some brands connect to the holiday as if they were one of our guests.

There are brands that in their own unique way provide an authenticity and nostalgia that we have begun to attribute to the warm experience, ritual and tradition of Thanksgiving.

Of course, some brands are just about having fun, which is a lot like Thanksgiving too.

Whether it is a memorable name, an iconic brand character or the promise of a "stressless" pop up timer,  ultimately, it is an emotional connection that allows a product to transcend into a Brand. Emotion, especially this time of year, becomes the conduit between product and experience.  It is the key ingredient in any brand's recipe for success.

What Brands help define Thanksgiving? Butterball Turkey, Reddi-Wip, French’s Onions, Libby’s Pumpkin Pie, Ocean Spray Cranberries, and Stove Top Stuffing.

So as you gather together this Thanksgiving, be thankful not only for your family and friends, but give a little thanks to all those Brands that help you create your own rituals and traditions. 

Happy Brandsgiving (and Thanks!)