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HAVE A CATCHPHRASE
The tricky thing about catchphrases is you never know if they’re going to catch on until you give it a try. Comedians are the people who’ve traditionally made the most of catchphrases to establish their professional identities, sometimes by good luck rather than planning because when they stick, they stick. Sir Bruce Forsyth has his “Nice to see you. To see you, nice.” which is now into its sixth decade. The Fast Show team created a comedy series based almost entirely on catchphrases from the jazz clubs “Mmmm... Nice!” To Arabella Weir’s “does my bum look big in this?” The way to make them catch on is repetition, and reaching a wider audience.
The idea Specsavers is a chain of opticians that has always positioned itself as a brand that gives good value, with two pairs for the price of one. Their television ads have always been amusing. For several years they featured their two-for-the-price-of-one deal. Then they changed. Picture a beautifully shot black-and-white film with a lone, ancient shepherd rounding up his sheep for shearing with the help of his faithful dog. Then we see the dog with his fur shaved off, then the shepherd’s face with an unfocused look in his eyes and we hear the line: “Should have gone to Specsavers.” 148 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 148
12/14/11 11:14 AM
