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Fast Brand or Slow Brand?
By: Janet Kalandranis
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Guess what? Everyone wants fast these days. How do I bank faster, schedule appointments faster, make purchases faster? It’s all about spending the least amount of time, yet getting an even better result. This isn’t a new idea, but something that has been built over time. It’s based on how integrated technology is into the day-to-day and the way in which everything in today’s world is paced: FAST. That’s why brands are marketing products and services in a way that delivers that "fast" or "faster" message. Brands are focused on how to present a quick and easy message to customers that makes their products and services the solution to a slow problem. Get it? It’s all about fast.

Then there’s the other side. The slow side. The brands that decided that slow and steady would be different and this differentiator would help them win. They are marketing their products and services as the ones that help customers slow down, relax, and take them back to a time when slower was better. Neither branding strategy is better than the other, but instead it’s which one makes the most sense for a specific brand. In the food world, slow is winning the race.

Listen to a Bertucci’s radio spot and the message is clearly about slow. It’s not about short wait times, calling ahead, or take-out. Instead the brand is focusing on cooking like the old days; slowly, to make real flavors come out, and taking the time to do it right. Bertucci’s and many other food brands are trying to create more than just a fleeting moment with food and instead capture the audience’s attention by slowing it down. For a technology brand this strategy would be ridiculous, but for a food brand it seems almost welcome. Consumers are more focused on what they eat than ever before and being able to message around real products cooked just as they would be at home seems to get their attention. So sometimes slow just works.

It’s interesting to look at a set of products and see a drastic difference in strategy. But the important thing to note is that one strategy does not work for all brands. Each is different and each needs to create something that attracts the audience while also being true to the core of the brand. Simply replicating a tactic or strategy isn’t going to replicate success. So whether it’s fast or slow, tall or short, new or old, brands shouldn’t simply follow the crowd, but instead pick a cooking method that works for them.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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