Branding: positioning a product, service, or yourself into consumers’ minds so that when they need that product or service, they think of yours (or you), first.
I liked those Snickers Super Bowl commercials with Aretha Franklin being a diva and Betty White having no energy for flag football because they’re hungry. But I didn’t want to eat one back then as much as I just wanted CSI: Miami to come back on. At that moment, maybe I just wasn’t hungry for chocolate, peanuts, and whatever “nougat” is.
However, when you eat as often during a day as I do, you learn that hunger is not “one size fits all.” There are categories.
There’s anti-buffet hungry: when you feel you should eat something, but if you saw too much food at once–like at a buffet–you’d promptly lose your appetite.
And then there’s cheesecake hungry: when you’re specifically hungry for just one thing so that even if you got full from something else, you’d be hungry again, shortly after, because you didn’t eat what your body really wanted.
Yesterday afternoon, my appetite and I fell into the latter category. I was starving. Starving like “If I could have any three items with me on a deserted island, they’d all be food” hungry.
All I wanted was a small snack that didn’t require leaving the building and burning more calories than I had to spare,as I was famished from being so productive for that entire morning.
For just a moment, let’s pretend I have a sensitive side: I hate to admit that low blood sugar makes me a bit dramatic, so I was sort of flustered at how to tide myself over until I could go home and eat real food. What to do. What would Aretha Franklin and Betty White do?
That’s when it hit me: “Maybe something with peanuts. Peanuts have protein. Protein makes me feel full longer… ‘Packed with peanuts, Snickers really satisfies.'”
Just when I was primed against my will to consider a candy bar as a mid-afternoon snack, I recalled those two commercials, that I originally thought were just funny, like “Oh, ha. Nice. But I don’t see how either of them would make me want a Snickers.“
Au contrare! Now they, and their goofy commercials, were the answer to my epic problem. I didn’t even know I remembered Snickers’ tagline.