Publix Supermarkets is a Florida grocery chain than now operates in several areas around the country. Possibly you are familiar with them.
I heard a TV commercial earlier today that I think is an excellent example of branding.
It didn't talk about how it's better than other stores or mention freshness, value, convenience, or selection - things you might expect to hear in an ad for a grocery store. Instead it expressed a concern for our well-being - almost compassionate.
The spot said something about their concern for the amount of time we wait in lines in our lifetimes, and they went on to say how Publix is committed to keeping the lines moving and respecting our time as we checkout.
Imagine that - they are concerned about our time!
To me this is a great example of a branding message that expresses the importance of the customer to them.
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