Who among us loves donuts?
If eaten in moderation,* donuts are the yummiest!
On a recent trip to Ocean City, New Jersey I was taking an early morning walk on the boardwalk with a close friend. What a view and the people watching is top notch. If I walk the whole boardwalk and back (5 miles) I treat myself to some of the best fresh donuts I have ever tasted. As I waited in line for my favorite cinnamon sugar donuts, I took in their sign. “Browns Almost Famous Donuts. The Original Since 1976.” Hum, I thought. We have a branding issue.
- Brown: The Brown family is the skilled provider of these fabulous donuts so let’s make that “Brown’s.”
- Almost Famous: Hello, I’ve been coming forever and you have always been here. You have arrived, you ARE famous!
- The Original: Was or is there a fake donut maker I should be aware of? Do you think after this long we can bury the powdered sugar-laden hatchet and just say: Since 1976?
I realize that my changes would run about $1000 and make no friends. But folks, brand strength comes down to how you say everything. This sign is saying, “I’m not sure I own these donuts, not sure if everyone knows about us and I have a long-standing twist with another donut maker.
It’s time to make the sign read what is really going on here:
Brown’s Famous Donuts Since 1976. Thanks for being there!
* For more guidance on all things nutrition, go to LisaCorradoNutrition.com
