I fully appreciate Lord Richard’s call for one-word equity as a coherent summation of the brand meaning into a simple trigger that allow for brand appreciation
I believe that every great brand becomes stronger by integrating its multi-variegated points of mental association into a central word that can diffuse its substantive meaning to the consumers
One good example that comes to my mind is what Boom-sha-sha has become for Mimee brand of instant noodle.
As a challenger brand in a near monopolistic market, the strategic challenge was to extend its relevance beyond the functional deliverable of a good taste.
It has to create a larger-than-life imagery to drive its road-to-market strategy. The brand leveraged the mystical power of a mnemonic built with strong expressive attitude as a way of securing consumer attention. It worked. Trial to exposure rate was very high…very high indeed.
The mystery surrounding “Boom-sha-sha“ is so deeply entrenched that consumers have come to associate their magical moments with the brand.
This finds a fit with the brand mantra “more to mee”