Let’s play a little branding game

September 18, 2007  |  By Travis  |  Articles   

Most small businesses would define branding as the identity by which their company is recognized and all of the items it’s associated with, whether that be an advertisement, business card, voicemail message, etc… This would be correct by definition. But when it comes to owning something with your brand, many b-schools, books, and articles don’t touch on that.

By owning an object, I mean a physical object, colour, saying, sound, style, phrase, shape, packaging, texture, or anything that you could uniquely call your own. Something that people can identify, relate to, and instantly associate with your brand.

Below, you’ll find 9 examples of brand ownership from the past and present, without the brand. See if you can name the brand behind each item and post your numbered guesses in the comments.

Note: You have to click on number 5 to hear the audio clue.

1 2
3 4
5 6
7 8
9 10

These examples are pretty easy. Of course, all of the companies behind these brands are massive compared to our small businesses, but that doesn’t mean we shouldn’t try and create a branding object to call our own. It’s actually much simpler for an entrepreneur to find a unique object to own because of our market size and chanches are, our competition lacks any sense of branding insight.

I’ll post the brand behind each of the objects tomorrow. Until then, see if you can go 10 for 10.

You young go getters got pretty close, with 9 out of 10, but that last one may not have been as distinctive a palette as I thought. Here are the correct answers.

1) Fender, 2) Corona, 3) Tiffany’s, 4) Kanye West, 5) MSN Messenger, 6) Mary Kay, 7) Rolling Stones, 8) Swingline, 9) Altoids, 10) Kodak.

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Travis
About the author, Travis
One of the original members at YGG, Travis became a partner back in 2006. He's responsible for all the creative and mischief you see before you.

19 Comments

  1. Dave said on September 18, 2007   

    As best I guess:

    1) Fender
    2) Corona
    3) Tiffany’s
    4) Not sure, but looks familiar
    5)
    6) Cadillac?
    7) Rolling Stones
    8) Office Space (Or Stanley)
    9) Altoids
    10) McDonalds?

  2. Travis said on September 18, 2007   

    You’re 5 for 10 Dave.

  3. Satish said on September 18, 2007   

    1. Fender
    2. Corona
    3. Tiffany’s
    4. Chanel
    5. Sony
    6. Cadillac
    7. Rolling Stone
    8. Staples
    9. Altoids
    10. McDonalds

    Going for the 10 for 10…

  4. Travis said on September 18, 2007   

    Satish, you are 5 for 10 as well.

    I thought these would be pretty damn easy. I’m interested to see how close everyone gets now.

  5. Kiley said on September 18, 2007   

    1. Fender
    2. Corona
    3. Tiffany’s
    4. Volpino aka Kanye West promo tool
    5. Sony
    6. Cadillac
    7. Rolling Stones
    8. Stanley (Bostich)
    9. Collard and Bowser aka Altoids
    10. Not sure; Hulk Hogan?

  6. Kiley said on September 18, 2007   

    1. or Gibson

  7. Bryan Le said on September 18, 2007   

    1. Fender
    2. Corona
    3. Tiffany’s
    4.
    5. AIM
    6. Mary Kay
    7. Rolling Stones
    8. Staples?
    9. Altoids
    10. McDonalds?

  8. Bryan Le said on September 18, 2007   

    Actually - edit…

    5 is MSN not AIM. Oops.

  9. Travis said on September 18, 2007   

    We’re getting better. Kiley, you’re 6 for 10.

    I added a little NOTE to the post, but in case you miss it, number 5 is a link to an mp3 which plays a branded sound. The headphone icon and text has nothing to do with Sony or a brand, just a link to the sound.

  10. Travis said on September 18, 2007   

    Even better. Bryan, you are 7 for 10. We’re almost there. :)

    I think number 10 might be too tough.

  11. Kiley said on September 18, 2007   

    6. Technically it would be GM (General Motors)

  12. Andrew Hunn said on September 18, 2007   

    8 is Swingline.

  13. Andrew Hunn said on September 18, 2007   

    Also, I think 5 is IBM. No ideas on 10 though.

  14. Travis said on September 18, 2007   

    Collectively, you’re all 9 for 10. I’ll post the answers later tonight.

  15. Jason Sadler said on September 18, 2007   

    Teamwork!

    1. Fender
    2. Corona
    3. Tiffany’s
    4. Kanye West
    5. MSN
    6. Mary Kay
    7. Rolling Stones
    8. Swingline
    9. Altoids
    10. Apple ( RED ) Campaign

  16. Travis said on September 18, 2007   

    Jason is in the lead, 9 for 10.

    I don’t think anyone will get that last one. :)

  17. Satish said on September 18, 2007   

    I had Kanye West down first too, but didn’t think that was much of a “brand”… damnit. Definitely not IBM though LOL!

    I think on the last one we’ve trumped whatever you originally had it down for Travis. The red and yellow colours without a doubt belong to McDonalds more than whatever else it could be.

  18. Travis said on September 18, 2007   

    The last one’s palette is more gold and red than yellow and red, if that helps.

  19. andar909 said on August 10, 2008   

    hi, andar here, i just read your post. i like very much. agree to you, sir.

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