The End of Email… as we know it…June 4, 2013
42 – The Media Training Paid OffJune 6, 2013
As a PR person, I am constantly being asked how to best measure the success of a brand.
Certainly, there are several measures to determine such things, one more data-driven than the next.
But, when it comes down to any common brand – I personally measure its success using my “Tampax Test,” which is something Steph or Rachel would probably call their “iPhone Test” or something Apple-y.
The Tampax Test is quite simple:
- Think of an everyday product, feminine hygiene products in this case (sorry guys!).
- Think of what you would call this something in casual conversation, or in the case of the above, if needing someone else to pick this something up for you.
- If the answer to what you would call this something is actually the brand name – not the product itself – then that brand has hit a homerun. They own you. They own all of us.
Some of my favorites:
- Tampax, rather than tampon or feminine hygiene product
- Vaseline, rather than Petroleum Jelly
- Q-Tips, rather than cotton swabs
- iPad, rather than tablet
- Band-Aids, rather than adhesive bandages
- Kleenex, rather than tissues
- Xerox, rather than copy machine
- Scotch Tape, rather than clear tape
- Porta-Potty, rather than outhouse (not actually sure what to call it!)
What are some other good ones? Comment below!