Do You Identify With Your Favourite Brands?

From the start of the SmartZup journey, we decided to develop a brand
directory so our audience could scroll and find their favourite brands, confirming
their passion, and love and discover new brands.

We were hoping that by using public sources such as the company’s websites and Wikipedia, for instance, we would obtain enough information that would describe the brand and you the consumer would have a clearer picture of the brand, its identity, purpose, and more.

However, not totally to our surprise we have come across a diverse range of brand messages, some of them utterly confusing, others simply did not have a message, to truly aspirational brands that show empathy or want to change the world.

Unfortunately, we the consumer often might not notice the brand message or even become aware of this and advertising might not always convey the brand message either.

Brands and their message to you

We would like to show you how we think and feel about brands using the SmartZup brand directory as our base and guide.

In the next sections we are highlighting a number of brands and their brand messages and show our analysis and comments about each of the presented brands.

So, let’s have a look at a few brand messages that triggered our interest:

Air France (airline)

The brand is described as: 

“Air France aims to offer the best of France to its customers at every step of their journey, taking elegance to new heights.

With ever more comfortable travel cabins, French gastronomy prepared by outstanding chefs, created airport lounges crafted by world-renowned designers and architects, uniforms by exceptional couturiers, and complimentary champagne in all cabins, Air France has been sharing French excellence with the world since 1933. 

Gastronomy – As an ambassador of French gastronomy and a “savoir-faire” throughout the world, Air France has always endeavored to offer a rich and varied range of services at every moment of the trip.**“

What are the key phrases, images, and actions that Air France present to us?

“French gastronomy prepared by outstanding chefs” and “Air France has been sharing French excellence with the world since 1933. ” and “an ambassador.”

They continually emphasize old-world craftsmanship and the cultural authority of what it means to be French.

My experience of Air France has matched this but the last phrase reflects it best – Air France is a great ambassador of France, but we would say “in all aspects of French culture”.

Ariel (washing powder)

The brand is described as:

“From laundry detergent ingredients to home safety tips and how to save water in the laundry, Ariel is here to help you get the best from your washing, whether it’s help with child safety at home, sustainability or simply removing those stains.”

What are the key phrases, images, and actions that Ariel (Procter & Gamble) present to us?

“home safety tips” and “save water in laundry”, “child safety and simply removing stains.”

The brand knows that washing clothes triggers the use of a significant amount of water and electricity. Perhaps there are home safety concerns in some markets in relation to children.

My personal experience with Ariel is first and foremost about cleaning my clothes without leaving stains, and it does that well – clean and simple.

Magnum (ice cream)

The brand is described as:

*“*The Magnum brand has become renowned for pleasure – and ice cream decadence – around the world.

To Magnum, pleasure really is everything. It can be found in the smallest, and the biggest things, and wants to take your pleasure to the highest level possible.”

What are the key phrases, images, and actions that Magnum (Unilever) present to us?

“Decadence”, and “pleasure is everything…to the highest level.”

Yes, the decadence is reflected in the premium pricing of the ice cream. Does it provide pleasure to the highest level? Well, that is a different discussion.

But my experience with Magnum is plain and simple: “Magnum is that moment of pleasure that I will never share with anyone.”

Four Seasons Hotels & Resorts

The brand is described as:

“When you think about the Four Seasons Hotels & Resorts, we hope unparalleled luxury comes to mind. But what is luxury, really? Our answer may surprise you.

To us, true luxury is a meaningful sense of belonging. It is a dedicated focus on how people want to be treated, grounded in the genuine care you experience during your stay and defined by an abundance of humanity and generosity.

This starts with our passionate team, welcoming you to be the centre of our world, anywhere in the world – and always with a distinctly human touch. We believe luxury – meaningful, personalized, warm – is our love language. And now, more than ever, you deserve a brand that speaks it fluently.”

What are the key phrases, images, and actions that Four Seasons Hotels & Resorts present to us?

“Unparalleled luxury comes to mind” and “Luxury is a meaningful sense of belonging” and “meaningful, personalized warmth – is our love language”.

They understand connection, empathy, and what luxury is and not. My experience with the brand is – WOW – they do exactly what they preach, that is what I hoped for and experienced. (Read my article on my encounter with Four Seasons Hotels & Resorts).

How you can use the SmartZup Brand Directory

We would welcome your comments, perspectives and feedback below each brand that you know well and  are passionate about. Describe in your own words what you think the brand stands for or what it represents to you.

If your favourite brand is not listed, please contact us and we will try to list your favourite brand on the SmartZup Brand Directory.

Please note on a regular basis we add new brands, and we keep our subscribers informed.

We understand that those brands you do not like or have issues with, you might want to vent about, but we say:

“You must feel frustrated about these brands, but rather than spending more of your time and energy on them, focus on those brands that might deserve your support, love and passion.”