I’m out this week. I set up this post to publish today.
Right now, I’m … out there. In America. And I am participating in a series of the most crystalline branding tests America has ever conjured.
I know so much about these brands, and everything I know about them is going to get me to take this exit, or drive on. A lot of money and a lot of work has gone before this exact moment, all in an attempt to influence me. Ah, such an invigorating display capitalism and market-based steering wheel operation.
Yep: this exit, or drive on?
Right now I am out there among you, on the interstates, making quick decisions every time we encounter a set of these highway signs: gee, how much money do I want to spend? How much time? What mood are my kids are in, what mood is my wife is in, what mood am I in? What did we most recently eat, and what will be eating when we eat again? What kind of family are we? Where does a family like ours eat?
These spare, uncomplicated logos pass at whatever reasonable speed I’m piloting the minivan, and I am drawing rapid conclusions that represent the apotheosis of millions of decisions made by each company’s marketing team leading up to this moment.
Wow.
So…what sounds good?
Answer now.
Quick: what conclusions have we drawn from the advertising?
What are my kids and wife and my experiences with this brand before now?
What are my beliefs? How did I get them? If I don’t respond to the logo this time, what are these companies going to do to change that?
It’s beautiful. And brutal.
Branding put to the “Turn Now/Turn Next Exit” test.
Happy Independence Day, everybody.
