Brand names

Companies invest a lot in developing and protecting their brands.  McDonald's is a familiar brand associated with hamburgers because of the effort that has been put into it.

Some brands mean nothing outside of their context.  McDonald's only means burgers because McDonald's made it so.  The same is true for Orange, say or Amazon.  Other brands carry some meaning: the words Kwik-Fit, for example, once you know that the brand is associated with certain types of car maintenance, implies that whatever you are having fitted will be fitted quickly; an important sales message for car owners who like using their cars to get around, and resent the time and hassles of repairs.

In the end, the purpose of a brand is to sell.  Mostly, but not always, it works by carrying the sales messages of its owner into the mind of the buyer, by association.  You don't expect Michelin star quality food, nor luxury in a McDonald's.  But you do know what to expect and if that's what you want, McDonald's will reliably deliver it to you.

So I was quietly impressed by a range of power tools that hit the shelves of the DIY stores recently.  I have bought a few such things myself over the years, and I have often noticed that I buy them somewhat on impulse.  Do I really need that saw/drill/sander, etc?  I have probably got something else that could do the job, even if it's not ideal.  Perhaps I'll have to put a bit more effort in, or use more skill to get the desired result, but in any case, I probably don't have to buy anything.

Top marks to whoever chose this brand name.  How can you resist a low-cost (I guess made in China but I don't know) range of power tools that sits there saying "Go On!" as you dither.   Branding to achieve a  decision in your favour at the point of sale.  Cool.

Does it work in France?  Probably: they know a lot more English here than they like to admit.