By Sam Waterfall

Many of our clients struggle to differentiate their brand. Especially clients in emerging markets where the brands tend to be less sophisticated.

So how can you build more sophistication and depth into a brand? Let’s start by looking at 10 simple ideas leveraged well by Thatchers Somerset Cider.

The TVC Voiceover script:

“What is it about Thatcher’s Somerset cider?
Could it be the juicy apples that grow in the orchards?
Or is it that the Thatchers family has been cider making here for a hundred years?
Who knows?
But I’ll tell you what.
One taste of Thatcher’s Gold and you just know – it’s been made by people who care.”

The words are accompanied in the TVC by powerful imagery to breathe life into the story.

In just one 30-second advertisement, there are 10 ideas that contribute to the brand story:

1. Brand Name: “Thatcher’s” – the family brand name, sounds traditional and conjures instant associations with the category.
2. Provenance: “Somerset” – is associated geographically and historically with farming in general and apples in particular.
3. Quality: “Juicy apples”.
4. Natural: “Grown in the orchard” – naturally farmed rather than factory farmed or processed.
5. Ownership: “Thatcher’s Family”.
6. Expert: “has been cider-making for a hundred years”.
7. Enduring: “a hundred years”.
8. Taste: “One Taste” … “and you just know”.
9. Product Name / Sub Brand Name: “Gold” – pays rent to the parent brand and captures category essence as well as the ideas of ‘sun-ripened’ and ‘golden apple’.
10. Passion: “made by people who care”.

Trust of the Brand is only one success factor in Peter’s Wennstrom FourFactors® for successful brand innovation but it is a critical one. One that has to be balanced out with the Need of the Product, the Acceptance of the Ingredient and the Understanding of the Benefit. If you are struggling with your Brand’s Four Factors, the HMT can help you to get it right.