Five Brand Resolutions For 2012

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As we start 2012, here are some Brand Resolutions.

  1. Take a Walk in Your Consumers Shoes.  See the brand as they do.
  2. At every turn, ask yourself “DO I LOVE IT?”   Reject all work that is “just ok”.
  3. Delegate But Do Not Abdicate Ownership of your Brand.
  4. Create a Culture around your Brand—Brand should be everyone’s job, not just marketing.
  5. Once you create a Beloved Brand, you should run your branded business as a source of Power that helps drive Profit and Value.

#1:  Take a Walk in Your Consumers Shoes.  See the brand as they do.  It’s not just about doing research and finding consumer insights.  It’s about experiencing the brand as your consumer does.  Bringing the consumer into everything you do tightening the connection.   In 2012, be the spokesperson who represents the consumer to your team and watch the work get better.

At each stage of a the Brand Love Curve, you should challenge yourself with Amazing programs by asking “do I love this”  Reject all work that is “just ok” and push everyone to make the work better.  

#2:  At every turn, ask yourself “DO I LOVE IT?”    Reject all work that is “just ok”.  Moving your brand from indifferent to Like It is relatively easy:  good product, smart investment and doing the basics right.  But moving from “Like It” to “Love It” can be a herculean task.  If you want your consumer to love your brand, you have to love the work you do.  Look at the love Apple projects to its consumers through the magic of design, branding and marketing.  Never let something out that’s “just ok”.  If you’re indifferent, then you’re brand will be as well.   Challenge yourself in 2012 to lead yourself with passion equal to logic and find a way to love the work you do.

#3:  Delegate But Do Not Abdicate Ownership of your Brand.   In 2012, stop saying a)  “Oh well, the agency is the expert” b) “I never liked the brief” or c) “I never fully agreed with the Decision”.  These feel like a cop out, and it makes you look like a wimp.   Good brand leaders engage in the brand and lead it.   Sometimes it’s delegating to the team to keep them motivatated, but just as many, you have to challenge the direction to ensure the thinking is sound.   In 2012, stop acting like a Manager and start acting like a Brand Owner!

#4:  Create a Culture around your Brand—Brand should be everyone’s job, not just marketing.  There are hundreds and sometimes thousands of people impacted by the vision, mission and values you set out for the brand.   While most people will think the Brand Manager leads the brand, it’s the collective wisdom of all those who touch it.   From Sales People negotiating on the brands behalf to HR people who pick the right people to various Agencies, right down to the Editor who works just one day on your brand.  Motivate them, embrace them, challenge them, lead them, follow them and reward them.   Great people make great work and great work leads to great brands.   In 2012, challenge yourself to realize that you need more than just you living the brand, you need everyone living and breathing it.

#5:  Once you create a Beloved Brand, you should run your branded business as a source of Power that helps drive Profit and Value.  You should be looking at your business through the lens of your brand.   Yes, the brand promise sets up how the external community views your brand whether that’s consumers, customers or key influencers.  But equally so, brand becomes a beacon to help guide behaviour, decisions, action, structure and the formation of a culture.  You should drive your growth and profitability through your brand, with a focus on driving share, enhancing price while managing costs and finding new markets.   Most marketers will tell you that branding is about positioning—it’s about being “unique”.  I think positioning is a means to driving growth and making money—it’s about being “powerful”.   The challenge for 2012 is to create a connection with your consumer that can be leveraged as a source of power for you to drive value and profit for your brand.

By driving a deeper emotional connection with your consumers, you can turn that connection into power, which can than be used to drive even further power and value for the brand.  


I really hope you try one of these out in 2012.   And I hope you see the difference.  

Happy New Year! 

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Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

4 thoughts on “Five Brand Resolutions For 2012”

  1. Good piece Graham. Walk in your consumers shoes is good advice. And, yes, we must see the brand as they do. But I’d like to add a few thoughts. I think we must go further and see “life” as they do. We must know what makes consumers laugh, cry, love, hate, wonder, fear, hope, dream; what creates their core identities, what values, certainties and illusions they harbour; what makes and breaks their human relationships; what habits of thought and action help or hinder their progress and open and close their minds to new ideas; how they interpret commercial messages – rational, emotional – and how the media they use shape or distort our brand messages. Only then can we fit our brands into the pattern of people’s lives in a realistic proportion and achieve some degree of authenticity.

    All the very best for the New Year.

    Dennis

  2. Graham, really valuable step back to the basics for every brand marketer.
    The biggest challenge you pose is to take brand ownership throughout the organization to then achieve your final goals – profitability and value. What metrics have you found to help illustrate the brand porfitability target? Do “brand asset valuations” play a role?

  3. I agree with all the points especially #2 the way you lead the brand reflects on its feel and it will be received as such from the others. Its a non stop process really, we tend to forget the basics and complicate things. I always make an effort to go back to basics and be as simple.

    Thanks a lot for this refreshing reminder :))
    Happy New Year
    May

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