Sometimes a “Brand” Doesn’t ...


I attended a family reunion in Vegas last month.

The town offers a Petri dish of brute-force branding.

It’s all about who can shout the loudest, radiate the brightest lights and hire the most human sandwich boards.

That’s why the simplicity of this billboard away from the Strip caught my attention

vegas picture

Let’s break it down starting with the headline.

The two-word headline can be powerful indeed, and this one does a masterful job of establishing empathy with the potential buyer. By resisting the exclamation point, it delivers the clear message:

We’re all in this together.

If I were going to quibble, I’d say either all caps or red type. You don’t need both.

Turning to the body copy —

The value proposition leaves nothing to interpretation: “We fix it Fast.”

There’s beauty in simplicity. Just a confident declarative sentence designed to bring comfort to the potential buyer. And note the uppercase of the “F” in “Fast.” It’s a subtle way to accentuate the point that these folks don’t dawdle.

Last, a good old-fashioned phone number signs off the billboard (savvy to stay away from an 800 number although “1-800-We-Fix-It” could have worked).

Notice anything missing?

Right, there’s no company name.

Now you might be thinking this is a byproduct of running out of room on the billboard.


But I suspect this was a conscious decision to keep the purity of the message. The last thing you want is a tug o’ war in the prospect’s mind between the name of the company and the service. Few companies aside from Apple can properly brand both the company name and their product names.

Besides, do you really want to know who’s behind this magic wand?

I didn’t think so.

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