Even without a specific belief or challenge, effective brand promises still need to be true, relevant to the specific audience and different from the competitors or alternative choices.
It’s not easy getting all three but it’s worth pursuing because it can guide the whole business, not just the marketing and creative.
With Pizza Rebellion a clear brand promise and brand benefit are harder to see. Is it ‘Banging craft pizza delivered in just 4 mins’? Kinda.
The pizza’s aren’t exactly family pizzeria standard but they’re ok; they’re convenient up to a point; and albeit costlier than some, the price alone is unlikely to scare people off.
As with typical train stations, Brighton has Pret, M&S, pasty’s, bagels, coffee shops and the ever present WHSmith. Granted none are promising pizza, but the hungry traveller knows what they’re going to get, and there’s plenty of choice for less than £10.
Pizza Rebellion’s brand promise feels a little late to the authentic pizza party, especially in a city where there’s no shortage of genuine, high quality pizza and a smorgasbord of other good quality food to go, very close by. And Brighton isn’t unique in that respect.