Do you know the Exchange Principle?

Casey's comes out with a cheesy breadstick and wants to call attention to its cheesiness. What better way to accomplish the marketing objective in way more remarkable and memorable and in line with their fun personality than to associate it with a brand as cheesy as Joel McHale?

This is a tasty example of great branding using the "exchange principle." It's actually a principle developed by crime investigator Edmond Locard to solve crimes. It states that when two objects come in contact they leave traces on each other. This is true in branding and marketing.

I congratulate Casey's for taking the time and spending the creative energy to create a message that's more interesting than, "Try Casey's new cheesy breadsticks."

For more brand development and marketing insight, ask me for a copy of "Your Brand Sucks- How to ignite a brand that doesn't."