Proving my point that anything and everything can be a brand, I saw a tv segment the other day for "Dumpster in a Bag" (with a circle R) and I couldn't believe my eyes. So I had to do a little digging.
Dumpster in a Bag" (with a circle R), or "Bagster" as the company calls it, is the latest innovation coming out of the company Waste Management -- the folks that pick up our trash every week. Who knew that the sanitation guys were a brand?
Not only are they a brand, they are a complete suite of products, services, and educational information. The newest is "Bagster" (with a circle R) -- a nice little plastic bag (looks like the IKEA blue bag actually) that you buy at your local home improvement store. It's all folded up nice and tidy and easy to carry.
Open it up and it holds up to 3300 pounds of junk. Perfect for a DIY project or Spring cleaning. When it's full, you call Waste Management who comes and picks it up by its handles. This replaces those awful, huge, steel dumpsters. Complete with curb side service.
I just think this is so cool. Branding a dumpster and a trash removal service. Now I don't use this particular brand of trash removal at my home, but I do know that my service offers a point system for recycling. The more you recycle, the more you earn points for gift cards at local merchants. Brilliant.
Anything can be a brand. And anything can be turned into a higher order benefit!
What's your experience? Jim.
President of Lippe Taylor
Author of The Experience Effect