Brands that succeed

Excerpted from an interview with Marty Neumeier by Brian Alvey at

Alvey: What are the best examples of brands that succeed?

Neumeier: Brands that succeed are those that can charge a premium over competing brands, or that can dominate a category by virtue of the brand. Morton Salt is a good example. Salt is a commodity, it would seem, except that most people prefer Morton. Why? Because of the “story” of the little girl walking home from the store in the rain, with salt pouring out of the container. “When it rains, it pours”, is the tagline, meaning that Morton salt doesn’t stick in the container in wet weather. Today, nobody’s salt sticks, but we still prefer Morton. That’s a successful brand.

Alvey: Thanks. I had no idea what that phrase meant.

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