You can learn a lot from a chain saw

I couldn't help but notice an advertisement in USAToday earlier this week that nicely illustrated a brand that gets it and is treating its brand with the proper respect.

The Stihl ad starts with the headline, "Why is the world's number one selling brand of chain saw not sold at Lowe's or The Home Depot?".

Stihl then explains in the ad why it refuses to let its brand fall into commodity status by allowing it to be sold at large box stores right next to competing brands so as to strip out much of its promise of brand value. The ad then lays out the case.

From the few words in the ad, here's what the reader takes away from the message.

Stihl's 8,000 dealers nationwide are critical to how Stihl sells its saws. They rely on those dealers to provide advice, straight talk, support and service for its chain saws. The brand believes that how it sells its saws is every bit as important and the saws themselves. They believe in and support their dealer network. They believe those dealers provide a level of expert advice, support and service that cannot be matched by competing brands. They will not allow their brand to be sold alongside competing brands without thorough discussion of the pros and cons of the Stihl brand versus competing brands. Stihl will not let consumers make decisions based on price alone without an understanding of the additional value the brand offers. Stihl will not cede control of its brand to others.

There are lessons to be learned.

We should not allow our brands to be compared on price alone. We must create brands that make promises of value so we can say, "Mr./Ms. Customer, you cannot directly compare our brand to competing brands on price alone. Our brand is different and here's why...".

Stihl's brand has integrity. Stihl is obviously a defender of its brand and will tell consumers why the Stihl brand represents a better choice.

Simply by analyzing Stihl's brand communication makes it clear why it is the #1 selling brand of chain saw.

It certainly promises value and communicates it in a way that powerful brands should.

USAToday, The Home Depot, Lowe's and Stihl are registered trademarks of their respective owners.