From time to time, two brand categories become so commonly associated that it’s hard to separate them. Think movies and popcorn, country music and cowboy hats, beer and pretzels. While you can certainly enjoy one without the other, together, they’re just better.
A fundamental branding tenet is making emotional connections with your target audience, and I think that’s what these paired experiences have perfected. This came to mind recently, during my visits to Maine this summer – the state where the license plates read “vacationland.” You can’t help but relax, whether you’re visiting the rocky shoreline, sparkling lakes, craggy Acadia National Park or enjoying the art and food scene in Portland. Speaking of food, when we think of Maine inevitably a lobster roll comes to mind. That’s part two of the paired branding experience!
Interestingly, there are many variations of lobster roll recipes, which contradicts branding’s consistency principle. What remains the same, however, is the authenticity of eating a fresh catch from local waters, preferably while seated dockside. And maybe having many recipes encourages continually sampling this simple dish, which means seeing more of Maine. Sounds like everybody wins!
Right now, the Maine Maritime Museum is hosting a history of lobstering exhibit, with a video featuring a Portland-based chef showcasing his lobster roll recipe. While his lovely dish is a little fussy for me, it is a fitting sea-to-table ending for this exhibit celebrating both vacationland and the lobster.
So branding isn’t always about a uniquely differentiated company or product. Sometimes great branding is about a memorable pairing, with room for personal interpretations. I hope you get to enjoy a lobster roll sometime soon – and better yet, on the Maine coast.