16th Aug 2008
Molly Moon’s Ice Cream (Yum)
In the midst of a ridiculously hot day for Seattle (90+) we set off for lunch followed by a drive by Molly Moon’s Ice Cream, which for the last 3 weeks has been enticing us with lines around the corner. Why in the world would a simple ice cream shop cause people to line up around the corner and wait for over half an hour for a cone? Well, today we found out:
More importantly, it wasn’t just the gigantic, amazing ice cream cones they are serving up at Molly Moon’s…it’s the fact that the ingredients are local, organic and (from my own selection this afternoon) honey lavender-icious. What I didn’t get was a snapshot of the inside where they’ve designed the shop with re-claimed (and awesomely exposed) wood and i-beams. They’ve even got a beautiful website at http://www.mollymoonicecream.com. Though they’ve done a great job with much of the design, doing a search in Google for “molly moon” brings up an interesting confusion of brand identity. You’ll see that the first result is for “Molly Moon’s Incredible Book of Hypnotism” and the subject of this book is none other than a little dog, which also happens to be the subject of the logo for Molly Moon’s Ice Cream. But as far as we can tell, there is no relation—between the dogs or the brands.
One piece of advice we encourage all our clients to consider is brand competition. If there is a pre-existing brand that conflicts with your own brand identity in any way, it could spell danger in terms of growing the business. Once a brand has successfully positioned itself in people’s minds, it can be difficult to compete with that brand. There are plenty of tactics for brands going into already competitive markets, of course. One of these tactics is “filling the gap” that the pre-existing brand is not focused on. Their oversight can be your piece of the pie…or scoop of the ice cream. (So far ice cream online has yet to turn into a competitive market though, so Molly Moon shouldn’t have much to worry about.)
Needless to say, we’ll be returning to Molly Moon’s Ice Cream very soon…the banana split looks tremendous.
In the midst of a ridiculously hot day for Seattle (90+) we set off for lunch followed by a drive by Molly Moon’s Ice Cream, which for the last 3 weeks has been enticing us with lines around the corner. Why in the world would a simple ice cream shop cause people to line up around the corner and wait for over half an hour for a cone? Well, today we found out:
More importantly, it wasn’t just the gigantic, amazing ice cream cones they are serving up at Molly Moon’s…it’s the fact that the ingredients are local, organic and (from my own selection this afternoon) honey lavender-icious. What I didn’t get was a snapshot of the inside where they’ve designed the shop with re-claimed (and awesomely exposed) wood and i-beams. They’ve even got a beautiful website at http://www.mollymoonicecream.com. Though they’ve done a great job with much of the design, doing a search in Google for “molly moon” brings up an interesting confusion of brand identity. You’ll see that the first result is for “Molly Moon’s Incredible Book of Hypnotism” and the subject of this book is none other than a little dog, which also happens to be the subject of the logo for Molly Moon’s Ice Cream. But as far as we can tell, there is no relation—between the dogs or the brands.
One piece of advice we encourage all our clients to consider is brand competition. If there is a pre-existing brand that conflicts with your own brand identity in any way, it could spell danger in terms of growing the business. Once a brand has successfully positioned itself in people’s minds, it can be difficult to compete with that brand. There are plenty of tactics for brands going into already competitive markets, of course. One of these tactics is “filling the gap” that the pre-existing brand is not focused on. Their oversight can be your piece of the pie…or scoop of the ice cream. (So far ice cream online has yet to turn into a competitive market though, so Molly Moon shouldn’t have much to worry about.)
Needless to say, we’ll be returning to Molly Moon’s Ice Cream very soon…the banana split looks tremendous.
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