Here’s a modest product with pro-like branding

Usually you’ll find me criticizing a branding travesty on these pages.

I can’t help it. There are so many of them and they stand out because they cause discord and disharmony. (And don’t give me the old story that any notoriety helps your brand. Not when with a little care and attention good vibes can be achieved for the same amount you’d spent on lousy branding.)

 Anyway, today I’m here to praise.

I saw an ad for a tattoo removing solution in last week’s USA Weekend. A 3/4 page, modestly colored ad with the headline “Finally…TATTOO REMOVAL. Beneath the headline a picture of the box was tied to the tagline, “It’s easy as opening this box.” The copy, a column on the right interspersed with visuals, speaks to the product’s advantage over laser procedures and a risk-free guarantee. Then an 800-number and an “ask for order” with bonus close.

Now I can’t vouch for the product, nor am I a prospect. I dodged a couple of “lets go get a tattoo” episodes in my college days. Sometimes I wonder how I survived those days, but that’s a subject this blog will not explore. Ever.

Anyway, the product’s name is WRECKING BALM.

Isn’t that a great name for a tattoo fading product? See the tension? Isn’t it memorable? Won’t that be the kind of name people will enjoy repeating to friends and associates? 

The logo goes well with the name even though it smacks of patent medicines of a hundred years ago. Yet it does depict a character, Doc Wilson, who may or may not be real. Nevertheless his name lends some credence to the product.

The color palette, a faded rust and black, provides contrast and seems appropriate. If Wrecking Balm ever makes it to store shelves, it will display very well.

All in all, I’d say this was a first-class branding and advertising effort.

Now that this product’s on the market, perhaps I’ll look into getting that tattoo I nixed 50 years ago.  Nah.

Martin Jelsema
303-242-5975