Many T&T companies advertising in today’s papers have chosen Tubal Uriah “Buzz” Butler as the symbol of the Labor Day public holiday. Given all the symbols they could have chosen to represent “labor”, what is it about Butler that makes them all go there? Why is the association so automatic and seemingly easy?
Whatever the reason, it is clear that Butler equals labor. I wish that brands could be as clear, defined and single-minded as Butler. The ones that do “the butler” are special. Like Nike, which to me means pushing yourself to attain the best always. Or Coca Cola which people feel happy and hopeful. Or closer to home, Crix which means trusted comfort food.
How about we use Mr Butler to inspire us capitalists to be one thing and one thing only with our brands. That’s the only way consumers will choose our brand over the hundreds of other choices available to them.
