Boiling it Down

When it comes right down to it, branding is really nothing more than “boiling it down.”

In cooking, making a reduction is the process of thickening and intensifying the flavor of a liquid mixture such as a soup, sauce, wine, or juice by simmering or boiling.

What’s left is the essence—or a concentration—of the flavor.

So it is with your organization or business. You might have dozens of attributes for your products or services or an extensive line of various offerings. You know, lots of “ingredients.” But once you boil it all down—when you make a reduction—what is the concentrated essence you’re left with?

Troy-Bilt—the makers of mowers, trimmers, snow blowers and other yard machines introduced a campaign with the musical theme, “Don’t let me down”. An agency rep was quoted as saying: “We’ve boiled it down to ‘When your equipment doesn’t work, it ruins your day.’”

So for Troy-Bilt, they’re not selling mowers and blowers; they’re really selling dependability.

What is you really selling…when you boil it down?