The IDEO Shopping Cart ProjectToday marks the final post in my 3 favorite and most (personally) impactful brand messages series. Yesterday we looked at eHarmony, a brand that cleverly marries (pun intended 
a clear brand essence with credible and convincing brand proof that builds customer trust.
I’d like to end my series of favorite brand messages with Geico, you know, the company with the cute gecko ads. This strong gecko personality, backed by the strong Geico brand promise of “15 minutes could save you 15% or more on car insurance” increases the appeal of the insurance provider (it does for this guy at least).
I find that the key, and often under utilized principle demonstrated by Geico, is the use of numbers. If Geico’s promise merely stated “we save you money on your car insurance,” it would be a very generic idea that would likely generate ‘same old car insurance company’ response. But by adding hard numbers—“15 minutes can save you 15%”—Geico’s gecko boosts the strength of the company’s brand message and stands out from other insurance providers who stick to broad (and weaker) messages.
Now that I’ve done all the sharing, please give us your two-cents with some examples of your favorite strong brand messages.
