DSI Spotting

1) What are 4 of your favorite brands? Why?

Ricola. Ricola cough drops are superior to all the others because they do the job and taste pretty decent. With Luden's, they're all taste and no medicinal value, and Hall's have an overpowering medicinal taste and don't seem to be as effective as Ricola.

Nyquil. For me, Nyquil has always represented the best shot at a decent night's sleep. The nighttime, coughing, aching, sniffling, sneezing, etc. etc...after a couple shots I'm out. Mission Accomplished.

Jeep. In my mind, a Jeep will out-perform any other vehicle anytime. During the snowstorm of 2003, my Jeep had no problems getting me to and from work, while the entire city considered themselves snowed in. The Jeep brand seems to me to have taken on almost mystical properties.

Chick-fil-A. Definitely the best fast food available. Many times have I eaten Chick-fil-A and not once was I dissatisfied. Even when it's from the cafe and it's three hours old, it's still pretty good.



2) For each brand you have chosen, apply the DSI test listed below.  Remember, to pass the brand needs a 100 percent score.  For each question detail how the brand faired in relation to each question providing specific examples to support your observations.  Also, you must provide images, links to illustrate your brands and assertions.

Question 1 (the Golden Question): Is the key message ex­pressed Superlative, Important, and Believable?

1. Ricola - Superlative: Natural herb cough drops from Switzerland. While the brand does have an iconic classic commercial, the branding doesn't overtly say "We're the Best!", however, perhaps they're implying they are the best because they are natural and from Switzerland.

Important: The issue of feeling better is always important. Especially when you don't feel good.

Believable: I would say the idea that medicine, made from naturally grown herbs high in the Swiss Alps, will make me feel better is a believable one.

http://www.ricolausa.com/About/advertising.php

2. Nyquil - Superlative: Nyquil does a good job of seeming like the only night time, coughing, aching, etc. medicine. They also do a good job of reminding us that a shot will cure several ailments. I would rate them pretty high in this category.

Important: Again, feeling better when you're sick is very important.

Believable: Also believable is the idea that a good night's sleep will drastically increase the possibility of feeling better.

http://www.youtube.com/watch?v=gxzDmqHHse4

3. Jeep - Superlative: This one is full of superlatives. The First SUV, the First 4-wheel drive, The Best warranty.

Important: Well-made vehicles not intended for city/street use have definitely proven themselves to be important. They were initially created by the military to serve a specific purpose, so they're important.

Believable: The history of the company sort of commands respect, ensuring that it's claims are believable.

http://www.youtube.com/watch?v=46s35iDnz5A

4. Chick-fil-A - Superlative: Chick-fil-A doesn't really boast about much, but they do seem to imply that they are the only alternative to hamburgers.

Important: It's difficult to argue that fast food is important, but in the world of fast food an alternative to burgers is needed.

Believable: It's not too tough to believe that a company could offer decent tasting chicken-based products.

http://www.youtube.com/watch?v=eWIoYSurSrw


Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?

1. Ricola - http://www.ricolausa.com/About/advertising.php - classic commercial

I think Ricola's branding is unique enough to be thought of as specific to their product. Their competitors aren't thought of as all-natural, herb candies from Switzerland.

2. Nyquil - http://www.youtube.com/watch?v=gxzDmqHHse4

I'm not sure that some other company couldn't claim to offer the same relief that Nyquil does. The Nyquil slogan has become synonymous with the brand, so no other competitor could be taken seriously unless they claim to be "better than Nyquil".

3. Jeep - http://www.youtube.com/watch?v=46s35iDnz5A

Jeep's ad is most definitely unique to Jeep. They point out all the things they were first at in their history, things no one else could claim.

4. Chick-fil-A - http://www.youtube.com/watch?v=eWIoYSurSrw

I could see other chicken restaurants claiming to have the best chicken sandwich or claiming to be the best alternative to burgers. Chick-fil-A uses cows in their branding. The Chick-fil-A brand seems kind of weak.

Question 3 (the Star Question): In communications like ad­vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?

1. Ricola - The ads hit on all the things the product is known for, fresh and clean alpine air, natural herbs, etc. Memorable for the right reasons.

2. Nyquil - We've all been up late, sick, unable to sleep, dreading the next day. With Nyquil that's not a problem. Another memorable ad for the right reasons.

3. Jeep - This ad says "Remember how much you like Jeeps?", and then it reminds us of the reasons. However, the rest of the ad doesn't talk about any particular Jeep in detail, it only beckons us to come buy a Jeep, any Jeep. So, basically memorable for the right reasons.

4. Chick-fil-A - Chick-fil-A's ads fall short in this category. They aren't showing us the food or trying to sell us anything outright, they are trying to make us laugh at the cows in parachutes. This seems pretty gimmicky to me.