Dr Pepper recently passed Pepsi in US market share.
After 7 straight years of growth, the “doctor” is now second only to Coca-Cola.
Not bad for a brand that grabbed its title back in 1885, when a pharmacist named Charles Alderton first mixed the 23-flavor formula.
Pharmacists know some stuff about mixing ingredients, and closely support physicians. Alderton knew that a “Dr.” in the name would give it authority when many sodas claimed medicinal benefits.
Sure did — but what a lo-oong game to reach number two, 139 years later!
Doing so is a tribute to the brand’s efforts to connect with new generations, being present, staying human and finding relevancy on digital media. “Dr.” is sort of the antithesis of Liquid Death, and yet it still works today.
This all got me contemplating how titles shape brand trust.
Mr. Rooter‘s running radio ads with cringy plumber jokes that somehow succeed.
Mr. Clean has owned household authority since the 1950s. My kids know and like the brand character.
And Mr. Beast Burger (and a host of #relatednotrelated products) shows how personality-driven brands connect today.
The psychology is intriguing, isn’t it?
In I Need That, I talk about how our “tank brain” looks for trust signals before the “dog brain” gets excited about a purchase. Titles can trigger that trust — but only if they match what we expect for the category.
There is a lot of “feeling” that goes on, which means trusting our immediate gut instincts about the brand.
We trust Dr. Martens for boots, but probably not Dr. Dave’s Cardiology Emporium.
Mr. Rooter feels right; Mr. Architect does not.
Sir Kensington’s works for fancy condiments because it signals sophistication. (Feels like a British knight oughta know what tastes good on a prime cut of meat, even if no chef would ever do that.)
For product makers, choosing the right title (or none) matters more than ever. It has to align with how modern consumers build trust in your category.
Don’t assume they won’t trust a doctor as much as folks did in the 1880s, if you play it right.
Action for you: List some successful brands with honorary titles in your space. What do those titles signal to customers? Is there an opportunity to stand out by breaking the pattern?
Laurier
P.S. Speaking of titles – ever notice how many music “doctors” there are? Dr. Dre, Dr. John, Dr. Hook. Maybe they’re all consulting for Dr Pepper now.