I thought I would bid you all adieu for the festive season with today's Idea of the Day from my good self:
Have a Heavenly Christmas my blogging companions!
4 comment(s)
Remember No Frills? I remember being a kid a my mam taking me to the local Kwik Save, which was all very embarrassing, but she used to buy No Frills products sometimes. Thinking about it now, I think that was the most bog standard retail brand there ever was, (if you can think of any others, please let me know). There was nothing to it, it was virtually blank and completely explicit. It left nothing to guesswork for the consumer - it was exactly what it said on the tin. I remember when I was younger thinking that this wasn't even a brand, because there was so little to it, but not understanding a lot about brands, I couldn't really work out what it was all about.
Thinking about it now, it was clearly a strong brand. I remember it vividly, which is good, and because it stood for one thing, it was clear in the mind of the consumer the promise they were getting. I guess the only weakness is that it didn't use any Kwik Save equity, so you wouldn't know that it was Kwik Save specific brand (like Tesco Value and Asda Smartprice), but did the brand really require such an approach to naming? That would have taken away that simplicity that it benefitted from.
In these harsh economic times, No Frills would probably be doing well, but I guess that has disappeared into obscurity, along with our Kwik Save retail dreams. It was certainly not a patch on Tesco's new discount range in terms of naming and identities, yet I don't think they out-do their long-gone value counterpart in terms of clarity of thought.
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Louise Kennedy
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