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If it’s only flowers…

…then why does 1800Flowers have what they call an “expert designer collection”?

Jeez, a dozen roses are a dozen roses, aren’t they? Not when they come from Jane Carroll or Jane Packer, two of the “expert designers” in the 1800Flowers stable.

And, as you would expect, these flowers are priced at quite the premium.

So what do we have: A commodity wraps wraps an expert designer around itself, thus offering premium value at a premium price. This is “branding” in the truest sense of the word. “Branding” is not manufacturing perceptions where none deserve to exist. It’s not the manipulation of opinions based on a skillful tap-dance.

“Branding” is adding the equivalent of “expert designers” to your radio station.

Where are your “expert designers”?

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