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bloggers and journalists alike. The most noteworthy example is their foray into energy storage: James Dyson himself is deeply involved in the mass-scale production of solid-state batteries. That’s not to say this isn’t an innovative or profitable pursuit, but it certainly elevates the brand’s high-technological mythology. Speaking of James Dyson, his story lends credibility to the brand. His passion for invention didn’t end after inventing the bagless vacuum. He created myriad new machines, including the BallBarrow, a wheelbarrow with balls instead of wheels. Dyson pushes this story often on their website. Most companies can’t spend as much on marketing as Dyson does. Few businesses can design products as they do. Despite this, every company can learn from Dyson. No matter how you feel about them or their products, Dyson knows its brand. They are known as the high-tech home appliance company, and they push that brand image through marketing and design. The takeaway: If you have a brand, stick to it. The business and the brand are indistinguishable to many of your clients and customers. Focus and build your company branding on its strengths and what it can offer.
HAVE A Laugh futuristic. Their newer products embrace laser technology to detect dirt. Dyson invented the bagless vacuum, and they have fully embraced the concept. None of their vacuums use bags; if you trust their ad copy, bags are for Luddites. The copy emphasizes their fancy features, pointing out their “v7 motors” and “thermistor guards.” Most importantly, the copy doesn’t explain those terms, giving them an esoteric mystique. Besides design and retail, Dyson does even more to bolster their futuristic image. They invest in flashy tech research and manufacturing, attracting the keystrokes of Compare their displays to those of their competitors, whose vacuums generally look the same regardless of brand. Dirt Devil, Shark, and other vacuums are difficult to distinguish in shape and color. Even if they were more effective than a Dyson (and some of them are), they seem stuck in the Stone Age relative to the technological might of Dyson’s design. Furthering Dyson’s reputation for quality is their unique features. Wireless charging and retractable cords and the bladeless wind used in their fans and hair dryers feel
4 FASCINATING HISTORICAL FOOD FACTS
Food is central to every culture and there are so many interesting food facts. No. 1: Double-Dip Faux Pas! The nobility of the Ottoman Empire ate primarily with their hands. Double dipping and lip-smacking were frowned upon, and eating more than one bite of a dish was rude. No. 2: Lost Condiment
The Romans left behind a vibrant legacy. But, one thing that hasn’t stood the test of time is garum. They poured this condiment made from fermented fish on almost everything they ate. No. 3: Hot Beverage Fail In the 1960s, an unsuccessful marketing campaign tried to push hot Dr. Pepper. It was meant to be served warm with lemon. No. 4: Roaming Ramen Ramen is one of Japan’s most iconic dishes, but it actually originated in China. It became popular in Japan after World War II. Once instant ramen was invented, the noodle soup became associated with Japan worldwide.
jwyatt@harrisonlawgroup.com | HarrisonLawGroup.com | 3
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