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“Germany showing more interest in colour” – under this title Edward Appleton, managing director of the market research and communications consultancy BRAND:NEW!, explains in the July issue of the magazine DIY in Europe just why the Brits are so fascinated by colour and why the Germans stick to straightforward white – to the detriment of profits. Taking Dulux as his example he demonstrates how a supplier can gear his branding strategy to create a positive trend
If you ask virtually anyone in the UK what advertising sticks in their minds in the DIY sector, you are bound to get answers that include references to Dulux advertising, and inevitably to the Dulux dog.
First introduced in television advertising in 1962 (!), the Dulux dog is probably one of the most strongest brand properties in the UK. Using a “shaggy dog” is a clever but simple way of symbolising a happy home and a happy family life. It also has the added benefit of appealing equally well to both men and women, and of emanating a balance of functional and emotional appeal – critical to the DIY paint category. Sticking with this multi-faceted branding device across the decades has made it an extremely powerful property for Dulux. So powerful that they not only have registered the Dulux dog as a protected trademark, they have even put a trademark on the sound of a dog barking.
In terms of marketing strategies, the consistent us of television advertising by Dulux over the years should not be underestimated. Apart from reaching a broad audience fast, using TV ads enabled the brand to became imued with positive emotions, and the dog a real-life character the people could relate to.
Including the dog as a brand property across relevant media is another point worth highlighting – especially its inclusion on the can, ensuring a transfer of positive emotions from the TV ads to the product itself. This is in fact an excellent example of how to successfully brand the product experience – or create an experience brand.
Contact: eappleton@brandnewonline.com
First introduced in television advertising in 1962 (!), the Dulux dog is probably one of the most strongest brand properties in the UK. Using a “shaggy dog” is a clever but simple way of symbolising a happy home and a happy family life. It also has the added benefit of appealing equally well to both men and women, and of emanating a balance of functional and emotional appeal – critical to the DIY paint category. Sticking with this multi-faceted branding device across the decades has made it an extremely powerful property for Dulux. So powerful that they not only have registered the Dulux dog as a protected trademark, they have even put a trademark on the sound of a dog barking.
In terms of marketing strategies, the consistent us of television advertising by Dulux over the years should not be underestimated. Apart from reaching a broad audience fast, using TV ads enabled the brand to became imued with positive emotions, and the dog a real-life character the people could relate to.
Including the dog as a brand property across relevant media is another point worth highlighting – especially its inclusion on the can, ensuring a transfer of positive emotions from the TV ads to the product itself. This is in fact an excellent example of how to successfully brand the product experience – or create an experience brand.
Contact: eappleton@brandnewonline.com
