Branding: What do comes to mind when I say "practical"

[Marshall]

I'm trying to brainstorm some ideas for how to develop a brand that's practical and thought it'd be fun for some of you to join in.

When you think of practical, what do you think of?

List a bunch of words that come to mind for you. Tell a story or describe it or whatever. I'd just appreciate any thoughts you have (no matter how 'out there' or 'in there' they are).

[Trezker]

Pragmatic is the only word I can think of right now, but it's a good one.

[Marshall]

Thank you, Trezker. That is a good word. Anyone else have any ideas?

I'm really stumped on this one. If any of you know of better ways to try to come up with a brand based on a single word or single concept, please let me know.

[silicon toad2000]

functional, effective, useful, neccesary, labour/time saving (most people are time poor)... real?

just trying to think of the opposite of stuff that's not practical

[eskimo]

something sensible, useful, matter-of-factly applicable.

Something that's low risk and not terribly exciting but nevertheless useful.

a PC vs. a Mac

Windows vs. Linux

a good, supportive wife vs. the trophy supermodel gf

a volvo or honda vs. a corvette or lamborghini

eating mac & cheese & top ramen at the end of the month vs. filet mignon & lobster

a career in engineering vs. a career in hollywood

white grandma underwear vs. black lace thongs

[darkun]

Eskimo,

Whoa I'm not sure we're on the same wave length here

Black lace thongs are far more practical in my opinion than grandma pants! As is fillet mignon to mac and cheese!

My gorgeous trophy girl is also an amazing partner who can cook and clean - hence the 'trophy' rating

Practical in my view means Logical and useful, and logic dictates what I do all the time. Sometimes it is logical and useful to drive a very fast car and other times it isn't. However it is always important to me that I drive a car that doesnt look like it was put together by a blind person or a vehicle that was designed during the Reagan Administration. Therefore the volvo is not a practical option. It all depends on what my brain determines as logical and practical. It would be illogical of me to be with a partner who wasn't everything I wanted. Because that in time would lead to unhappiness.

El

[eskimo]

Darkun, as they say my friend, to each his own...

As for your gorgeous trophy gf who cooks and cleans, you're gonna have to post a pic of her to prove it!

...and you can also PM me her phone number as I'll need to verify her identity

[Marshall]

@eskimo: “Something that's low risk and not terribly exciting but nevertheless useful.” That’s excellent. Thanks for putting it so effectively.

@eskima and durkun, the whole “white grandma underwear vs. black lace thongs” conversation had me rolling. Thanks.

Anyone else?

Here’re some prompts…

What colors are practical?

Who’s the most practical person in the world?

What’s the most practical object you own?

What’s the most practical belief you have?

[karlstaib]

When I hear the word practical I think of safe, secure, and inexpensive. I think it's tough to label your brand practical because you have to go after people who are looking for safe. Most people who choose safe stick with the products that they know.

[Holistic Star]

When I hear the word practical I think of 'hands-on'

someone who can fix their car when it breaks down, put up shelves, fix a broken radio and still have time left over to bake a cake.

[silicon toad2000]

people who fix cars don't have time to bake a cake, they only have time to finish the carton of beer they bought with the mates who said they came over to help with the car but in the end just drink the beer.

[Still Growing]

Marshall,

If you are interested in branding you may want to study some about mind mapping.

The word practical may actually mean "truth" when, in fact, the two words have nothing to do with each other. If someone says "this product is practical" what they are really conveying is that there is a "truth" behind the validity of the product or service's proclaimed advantages. The second word behind "practical" is "effective".

I dont' think any consumer would be able to tell you the word "truth or effective" is the key behind "practical" because most consumers THINK LITERALLY and it is hard for them to understand how they are making their decisions.

[Marshall]

Thanks. I've looked into some mind mapping techniques but I could definitely learn more about it.

Mostly I wanted to see what other people thought about the word.

Any other thoughts?

[dbstraight]

To-the-point.

A practical car, for instance, is one which is really good at being a car and doesn't concern itself with being anything else ("anything else" being anything from an jukebox on wheels to a status symbol).

[AviMar]

I want to use the word practical for my site - to convey some sort of grounded step by step approach. However, I don't like the word - because I don't know what it "means" nor does anyone else - it forms a different image in each person's mind.
Methodical and Systematic sound too cold. Something like pragmatic or sensible ..hmm, structured? may be better. I am not changing mine yet, will see how my style develops a little more.

[funchy]

Originally Posted by Marshall

Anyone else?

Practical means its primary value is that it's does something useful (as opposed to pretty, flashy, sexy, or prestigious)

What colors are practical?

Depends on the context. For example:

The colors of clothing that are most practical for me are neutrals (match with everything) and darker colors (do not show stains and may have slimming effect). In the summer heat, a more practical color might be pink or white though.

For cars in my climate, a medium color is most practical. White gets filthy too fast and black turns the car into an oven on a hot day.

A practical color for a fire truck is bright red or fluorescent yellow or yellow-green; it's important other cars see the truck and get out of its way.

Who’s the most practical person in the world?

Me.

What’s the most practical object you own?

My car, a Toyota Yaris, is very practical. It's not only reliable transportation, it was very affordable ($12k new), gets 33-35 mpg, can cruise at highway speeds nicely, and seats four large adults. Last weekend I took it from my Maryland home all the way to a friend's place in upstate New York on less than an $18 tank of gas!

What’s the most practical belief you have?

I don't like frivolous, useless, overpriced, or pointless gifts. Buy me something I really need. For example, when Christmas comes I don't want overpriced jewelry that I'll never wear. I'd rather a quality winter coat that will hold up and keep me warm. Or take me out to the diner for a nice lunch; I need quality time with friends.

[Still Growing]

Originally Posted by Marshall

Thanks. I've looked into some mind mapping techniques but I could definitely learn more about it.

Mostly I wanted to see what other people thought about the word.

Any other thoughts?

Yes Marshall but what people think it means to them and what it actually means may be different.

If you ask me what the definition of "practical" is, I will say that a product or idea is "easy to use" or "fits its purpose". However if I see an advertisement saying a product is "practical" then its a subtle message that that product will work whereas another product will not work for my application. Literally they are not saying that their product being practical means it will work however that is how the general public actually perceives it. You should definitely make a note of this.

[recordrustle]

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