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There’s no AND in BRAND #2

Jimmy Johns Shirt

This shirt on a Jimmy John’s delivery guy says it all. They make sandwiches. Really good sandwiches. Specifically, really good cold sandwiches.

You know what they do. That’s what a brand is all about.

A brand is one idea that creates a clear vision of what you do in the customer’s mind. Just one.

There is no AND in BRAND.

You can’t make the best sandwiches, and the best salads, and the best soup.

You can’t claim to do everything. We won’t believe you.

Now do your homework: Read the marketing classic Positioning: The Battle for Your Mind.

(More from my “There’s no AND in BRAND” series.)

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  1. Harold October 29, 2010 at 11:55 am #

    If this is the case, how do you explain a brand like Virgin? Branson has many brands under the Virgin brand.

  2. Andy Sernovitz October 29, 2010 at 1:21 pm #

    When you’re Richard Branson you can do what you want. But it’s the exception.

    But a lot of smaller business make the mistake of thinking that they can do what a megabrand does. It only works after you already are successful.

    But Virgin was a record label – and nothing else – for a long time. Microsoft made DOS – and nothing else – for a long time.

  3. Tom November 1, 2010 at 6:23 am #

    I see a lot of small businesses try to be a ‘jack of all trades’ and they end up being a ‘master at none’. Few people/businesses can be truly remarkable at many things. The analogy I use from my athletics days is you can be great performer at the 100m but not equally great at the marathon or vice versa.

    Regarding the Virgin brand they could be classed as one of those few businesses I refer to above but they made the decision to be a ‘customer experience’ brand (says so on their website) so with their clout they could starting selling trips to mars. The Virgin brand has evolved over many years. Who knows in 10 years time Jimmy John’s may branch out to hot sandwiches.

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