blog #1 - DSI spotting

What are 4 of your favorite brands? Why?

The first brand on my favorites list definitely has to be Udi's. It's a line of gluten-free food, and is sold at most grocery markets and health food stores. As a gluten-free eater, I love Udi's because they offer gluten-free food that actually tastes good (unlike their competitors Glutino and Annies). Udi's has a variety of foods to offer, ranging from bread, bagels, cookies, croutons, pizza crust, granola, etc. They market themselves as being extremely healthy, 100% gluten-free, as well as creating foods which taste like tradition pastries and baked goods.

My next favorite brand would probably be Stride gum. I love it because it really does last longer than any other gum. I'm a big gum-chewer (I'll buy it by the carton at Costco), and Stride is exactly what I want out of gum that I buy - a great taste that lasts for at least an hour. The fact that it lasts so long means I buy it more infrequently, therefore saving money.

Another brand I'm absolutely obsessed with, and have been for seven years, is Bare Minerals. It's a foundation make up made from minerals, and has a powder application. I first saw ads for this product when I was 15 on a trip visiting America, and I ran to the store to buy it and see if its claims proved true. Bare Minerals held true to everything it advertised: it's healthy for your skin, it feels light and weightless, and it appears natural as if the user isn't even wearing make up. I would stock up every time I took my annual trip to America, and years later I'm still a devoted user.

Last on the list of brands that I love (and I might be biased because I work there) is the Gap. I love the Gap because it is the leading brand in basics, and it represents American style better than any other retailer. The clothes are simple, varying in color, affordable and durable.

UDI'S - site link

Question 1 (the Golden Question)

Udi's is absolutely superlative in being #1 in the gluten-free food market. It surpasses its competitors in all aspects. It is important because it is helping its buyers with the two things that really matter - keeping food safe for those with celiac disease and maintaining a healthy stance. Their message is completely believable; one of their largest claims is that their products are produced in a 100% gluten-free facility. As someone who is allergic to gluten, I can safely say that their products have never given me a reaction.

Question 2 (the Substitution Question)

Udi's passes the substitution question because anyone who eats completely gluten-free knows the difference in taste between various companies who claim to create foods that don't actually taste gluten-free. Glutino and Annie's are Udi's largest competitors, but Glutino and Annies could never replace Udi's and claim to make food that actually tastes like traditional baked goods. Anyone would say they might taste good, but certainly not like gluten-filled food. This is Udi's greatest claim, and it can't be topped by any other company.

Question 3 (the Star Question)

Udi's mainly advertises itself to niche markets, such as ads in health food stores and magazines. In this way, it is memorable in its target demographic: people who care about their health and diet, or people who frequent such stores because they have a disease that limits their diet. Udi communicates its company as personable, heath-conscious and inviting, and advertises its food as gluten-free and delicious. Nothing about it is misleading, and the target demographic of Udi's advertising will find their company and products to memorable for all the right reasons. Their DSI holds true in every aspect.

 

STRIDE - site link

Question 1 (the Golden Question)
Stride is completely superlative in a specialty; it is marketed as gum with extremely long-lasting taste, and that's exactly how the product performs. Stride's specialty is certainly important; the length of time the product lasts is one of the key factors a buyer takes into consideration when purchasing gum. Their DSI is certainly believable, and anyone who uses their product will undoubtedly find Stride's claims to be valid.

Question 2 (the Substitution Question)

Stride passes this test with flying colors! No one could take their competitors, such as Dentyne or Trident, and give them the tagline "the ridiculously long-lasting gum". Other gum companies have other specialties such as intense flavor, calorie count, fruity flavor, or breath-masking abilities. Stride is the number one gum in lasting flavor; no other product can make this claim, and if they did it would be false advertising.

Question 3 (the Star Question)

Stride actually has fantastic advertising; they use humor and varying scenarios to highlight the long-lasting flavor tagline. The product is never bypassed - it is the star of the ad every time, and as a plus their ads are always memorable. The viewer remembers the product and what it stands for, as well as having a chuckle at the commercials. The communication of their DSI is very successful.

BARE MINERALS - site link

Question 1 (the Golden Question)

Bare Minerals has a key superlative characteristic: it is the number one mineral make up company in the world. It brands itself as being healthy for your skin, natural looking, and "so pure you can sleep in it" Their message is very important and their product means something because it delivers two key qualities; the make up is healthy for your skin and it makes the user appear to not be wearing make up at all (two characteristics all women desire). There is a believable and logical reason as to why their product works the way they advertise it. Using minerals as foundation in the form of power application IS healthy, and upon using the product, any user would fully believe their claims.

Question 2 (the Substitution Question)

There is no doubt that Bare Minerals is number one in its specialty. Ever since they entered the market, endless other companies have begun to create mineral foundation dupes to Bare Minerals - even going so far as to claim every single quality Bare Mineral advertises. Maybelline, Revlon and L'Oreal are examples of companies who have delivered mineral make up lines and failed. They don't give the same natural glow, and they don't offer same lasting quality; they can't claim to be the front-runner in mineral make up. Any woman knows (or would know after use) that no mineral make up can match up to the quality of Bare Minerals. They stand out in their specialty, and no other product can steal their tag line or claim.

Question 3 (the Star Question)

Bare Minerals are best known for their infomercials. They feature women going through the steps of application, followed by before/after photographs and user testimonials. Bare Minerals is certainly the focus of the advertisements. They are successful in their demonstration, and more so because they don't offer false advertising; the product works exactly as it is communicated. Above all, the ads are memorable. It didn't take me long to rush to the store to try their product, and given how successful the company is, I assume the same is true for almost every woman who saw the ads.