10 emotional ads that will leave you with goosebumps (get some tissues ready)

goosebumps-101027-02When brands say they want emotional ads, I usually say “I can’t wait to see this emotional creative brief you wrote.” Without understanding the emotional space you wish to own or consumer insights, then asking for an emotional ad, feels like a random game of chance.

Do you understand the emotional space your brand can own?

Here are ten emotional ads that do a fantastic job going into the emotional space, whether it’s a mass retailer, a utility or a shoe company. They do a nice job connecting the consumer tightly to the brand. While the ads do that, does the brand do what it takes to back it up when you experience that brand? In some cases, yes, but not all.

Google “Paris”

For all the romantics, this is one of the best ads. They tell the complete story through google searches, with a few surprises like the airline ticket, wedding bells and of course the baby. Extremely creative.

 

Nike’s “If You Let Me Play”

Nike released this inspiration way back in 1995, outlining the benefits of having girls play sports. Brands such as Always “throw like a girl” were inspired by this type of message.

P&G “Thank you mom”

Back in the 2012 London Olympics, P&G was making an attempt at a Master Brand strategy. This is a beautiful Ad, that is a nice salute to moms around the world, whether your child is an Olympian, or not.

Ram “Farmers”

Aired during the Super Bowl, it’s one of the best spots I have ever seen. Using Paul Harvey’s storytelling hit a positive vibe with Farmers and Americans in general. The simplicity of the idea, yet storytelling at it’s best.  They didn’t over-do the branding, but consumers were so engaged in the ad, they were dying to know who is it that’s telling this story. While everyone else is being loud, maybe being so quiet stands out. 

Canadian Tire “Bike Ad”

This ad makes me cry every time. We can all remember our first bike and how special it is. In Canada, Canadian Tire was that store, prior to Wal-Mart entering the market. Now, Canadian Tire can’t deliver on this promise, because it now resembles Wal-Mart. No longer is it where you go for your first bike, but rather where you go buy Tide when it’s cheap.

Bell “Dieppe”

Wow, a utility delivering an ad that gives you goosebumps. I have been to that beach in Dieppe and it does command such intense feelings. As you can tell from the phone at the end, this was in the early days of Cell phones, trying to link the idea of connecting anywhere. While this is just an ad, I do wish that utilities would try harder to connect with consumers at every stage of the consumer’s buying journey.  

John Lewis “Christmas 2011”

Every Christmas, British retailer John Lewis has been releasing campaigns around Christmas.  To me, this one is the best, especially the ending. John Lewis is an employee-owned retailer, with a unique culture that delivers on the brand.  

Budweiser “9/11”

Aired only once, only a few months after 9/11 the context of this ad is paramount to the emotion. An amazing salute, by the brand, to the heroes of 9/11.

Pfizer “More than Medication”

A nice twist. The ad appears to be a typical rebellious teenager, but he turns into an angel, with a big message for his sister.

Nike “Find your Greatness”

Aired during the 2012 Olympics, this ad was a very high risk but also ran counter to all the athlete ads. There are many types of motivation, for some of us, Michael Jordan is the inspiration. But not all of us are Michael Jordan. This kid running is the average person that gets out there and makes it happen.My hope is that it inspires you do get out there and “just do it”, on your own terms.

To see a training presentation on getting Better Marketing Execution, click on the link below

 

My new book, Beloved Brands, coming this spring.

How this Beloved Brands playbook can work for you. The purpose of this book is to make you a smarter brand leader so your brand can win in the market. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.

 

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson bio

Why every western retailer brand should be visiting China now!

As retailers struggle, we keep hearing about the battle between traditional and online retail, but not enough talk about consumer-centric retail. China is moving ahead, starting with the consumer. They are mapping out how they want to shop, providing smart, creative solutions so retailers show up completely different. Brands like Alibaba are leading the way, with consumer centricity.

When I grew up cartoons were only on Saturday morning, which was the same time my mom went to do groceries. Now, cartoons are on whenever, wherever and however kids want. Pause, switch devices and keep watching.

Somehow North American retailers seem stuck debating offline versus online. And, many stores still fumbling around on the transition from old to new.

A few months ago, we purchased a beautiful desk, and the experience was laughably horrendous. Honestly, we saw carbon copies. The glass top for the desk was out of stock, and they would call us when it was available, two months from now. Then, we were given the number to call for a third party delivery company. The delivery company said they could get the desk to us in two weeks time. I felt like I was being transported back to 1977.  This is a big name retailer, in 2018!

Toys-R-Us is gone.

Sears is dead.

Macy’s has no clue if there will ever be another parade.

Even Sam’s Club is closing stores.

It is not just that these stores using old world retail thinking. They are barely thinking about the consumer, which results in a very boring and frustrating consumer experience.

Meanwhile, the Alibaba stock price has doubled in the past year.

China is moving beyond online, into a world of consumer centricity. 

Shop how you want, order how you want, deliver how you want and prepare how you want. You can order ahead and have it cooked for you in one of the store’s restaurants. You can browse fresh fish or vegetables, have it cooked the way you want, and then delivered to your home within 30 minutes.

Below is a video by Alibaba about their view on “New Retail.” This will give you a feel for the smart and creative areas where retail can go.

 

Hema stores from Alibaba

Hema supermarkets are the central retail choice to Alibaba’s push for “new retail,” that blends online and offline experiences. They have in-store restaurants so shoppers can select live seafood and eat on the spot. Shoppers, whether online or in the store, can receive free delivery within 30 minutes. No more carrying bags home, and if you get the food cooked by the store, you don’t even have to cook it.  Rather than loading up your grocery cart, then lining up at a cash register, shoppers can browse and pay as they shop.

Consumers are instantly provided information about brands through their smartphones. And once you want it, you can pay instantly with Alipay, the payment app used by over 500 million people in China.

Payment apps have become so common. On my last trip to China, the taxi didn’t take Visa, and one of the cabs didn’t even take cash. Just the payment app.

Old-school marketing no longer works, but the fundamentals of brand management matter more now than ever

The old logical ways of marketing no longer work in today’s world. These brands feel stuck in the past talking about gadgets, features, and promotions. They will be ‘friend-zoned’ by consumers and purchased only when the brand is on sale. The best brands of the previous century were little product inventions that solved small problems consumers did not even realize they had until the product came along. Old-school marketing was about bold logos, catchy jingles, memorable slogans, side-by-side demonstrations, repetitive TV ads, product superiority claims and expensive battles for shelf space at retail stores. Every marketer focused on how to enter the consumer’s mind.

Old-school marketers learned the 4Ps of product, place, price, and promotion. It is a useful start, but too product-focused and it misses out on consumer insights, emotional benefits, and consumer experiences.

Brands need to build a passionate and lasting love for their consumers   

How can brand leaders replicate Apple’s brand lovers who line up in the rain to buy the latest iPhone before they even know the phone’s features?  I see Ferrari fans who paint their faces red every weekend, knowing they will likely never drive a Ferrari in their lifetime. There are the ‘Little Monsters’ who believe they are nearly best friends with Lady Gaga.

It was amazing to witness 400,000 outspoken Tesla brand advocates who put $1,000 down for a car that did not even exist yet. I love the devoted fans of In-N-Out Burger who order animal-style burgers off the secret menu. Every brand should want this type of passion and power with their consumers.

Smart strategic thinking

A smart strategy turns an early breakthrough win into a shift in momentum, positional power or tipping point where you begin to achieve more in the marketplace than the resources you put in.

Many underestimate the need for an early win. I see this as a crucial breakthrough point where you start to look at a small shift in momentum towards your vision. While there will always be doubters to every strategy, the results of the early win provide compelling proof to show everyone the plan will work. You can change the minds of the doubters—or at least keep them quiet—so everyone can stay focused on the breakthrough point.

The magic of strategy happens through leverage, where you can use the early win as an opening or a tipping point where you start to see a transformational power that allows you to make an impact and achieve results in the marketplace. A smart strategy should trigger the consumer to move along the bug journey from awareness to buy and onto loyalty, or it can help tighten the consumer’s bond with the brand. 

Every retailer should be booking flights to China to explore what retail of the future will look like. And soon.

My new book, Beloved Brands, coming this spring.

How this Beloved Brands playbook can work for you. The purpose of this book is to make you a smarter brand leader so your brand can win in the market. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.

 

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson bio

 

 

 

 

 

McDonald’s creates their own system of traffic signs out of the golden arches

McDonald’s outdoor ads have added to our traffic signs around the world. They have taken a part of the iconic golden arches and turned into direction signs.

McDonald's outdoor ads

 

 

The other day, I saw one of these outdoor McDonald’s ads and it captured me right away. And, I knew the brand and I wanted McDonald’s fries right now!!! Today, I saw the whole system of signs and I am completely blown away. I must say it was one of the most brilliant executions I have seen in a while. I had one of those why didn’t I think of this?” moments. I am jealous. I wish I made this. And, those are the natural signals of when you know you have made great work. Congratulations to Cossette Agency.

 

  • I love the simplicity of using the brand’s logo.
  • The potential consistency across cities and countries would make it instantly recognizable and ownable for the brand.
  • It will have the ability to tempt consumers, as it will be one more visual triggers of desire for the brand.
  • Wow. Nice job McDonald’s.

And now, you owe it to us to get this in 80 countries fast. Go.

 

Here’s a 45-second video to showcase the outdoor system.

The smart and creative thinking behind great advertising

The best advertising must balance being creatively different with being strategically smart. Find your sweet spot for where the work is different and smart.

Creative Advertising Execution

When ads are smart but not different, they get lost in the clutter. It is natural for marketers to tense up when the creative work ends up being “too different.” In all parts of the business, marketers are trained to look for past proof as a sign something will work. However, when it comes to advertising, if the ads start off too similar to what other brands have already done, then the advertising will be at risk of boring your consumers, so you never stand out enough to capture their attention. Push your comfort with creativity and take a chance to ensure your ad breaks through.

When ads are different but not smart, they will entertain consumers, but do nothing for your brand. You need advertising that is smart enough to trigger the desired consumer response to match your brand strategy.

To read our story “The 10 steps of the creative advertising process” click on this link below:

 

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson Profile

Best Super Bowl ads of 2018, based on whether I would spent the money

Best super bowl AdsHere are the Best Super Bowl Ads. As a former client side Brand Leader, I only ever judge an Ad based on whether I would have spent the money to make it. Super Bowl Ads are high-profile, and a big financial investment. While none of this year’s Ads will make my All time Top 10 list, there were a handful I would have invested in.

 

Is the Super Bowl a good media choice for your brand?

When it comes to your media, your strategy should determine how much you can invest. Have you discovered a new brand message that you know will motivate consumers to buy your brand? Have you Identified change in the consumer needs, motivations or behaviors that will benefit your brand.Has there been a shift in the competitive dynamic, with an opportunity to make gains or a necessity to defend? Are you continuing to fuel brand growth, with a window to drive brand profits? Is there a new distribution channel you can use to move consumers through, before competitors do? Have you launched a breakthrough product innovation that offers a competitive advantage to your brand? While the Super Bowl is a huge investment, if done right, it can actually be a more efficient brand spend than paying for a 30-second spot on Big Bang Theory on your average Tuesday. It all depends on the creative. During a Super Bowl game, we tend to see some of the best…..and my god, some of the worst Ads of all time.

 

Does your Ad have branded breakthrough and a motivating message?

The Brand Leaders who are good at advertising can get great Ads on the air, and keep bad Ads off the air. You need to make decisions to find the sweet spot where your brand’s Advertising is both different and smart.

To be different, you need to achieve branded breakthrough, using creativity to capture consumers, not only gaining their attention within the clutter of the market, but linking your brand closely to the story. To be smart, you need a motivating message to make sure you communicate the main message to connect with consumers in a memorable way, and make sure the ad stick enough to move consumers to see, think, feel or act differently than before they saw the Ad.

I always use the principles for achieving Attention, Brand Link, Communication and Stickiness—the model I call the ABC’S.

Here are the 5 Ads I would have paid for:

Tide:

Tide stole the evening. While Tide has a dominant share, I have zero emotional feelings for Tide. The brand is so stoically cold, I have never seen any Tide Ad in the past 40 years I have liked. Till last night. I actually found myself wanting to see the next Tide Ad. And a few times, I said “this is a Tide Ad” and I was wrong. But still laughing my ass off.

And then there was this one, using their sister brand, “Old Spice”. When this came on, I said “oh good, finally a new Old Spice Ad”.  Nope, a Tide Ad.

Then I saw a Clydesdale horse, ready to cry. Nope, it’s a Tide Ad. Damn.

Tide is a dominant Power Player brand. They have the financial resources to do this type of Ad once a year. High on attention, strong branding, still tells cleaning message and sticks in the consumer’s mind. I’m sure the overnight recall for “A Tide Ad” is 90%. I’d buy it.

Amazon Alexa

It was a weak evening for technology. But Amazon Alexa was great. With a new product innovation, it naturally generates Attention, and used a highly creative demo to communicate the benefits of the brand. Nice use of a few celebs who fit their role. Very funny, to create some good talk value. I’d buy it.

 

Jeep

This Ad spoke to those consumers who love the Jeep Wrangler. It was a 30-second one take product demonstration. I bet if you ask Jeep lovers, this Ad perfectly epitomizes their view of the brand. While the masses might not remember by this ad today. I am guessing at every water cooler or Facebook page, the Jeep owners are quietly saying “I like the Jeep Ad”. Maybe lose half the copy of the voice over. Let the quietness of the Ad speak for itself. Plus, that voice over seemed to be talking to the Ad industry, not Joe Average Jeep owner. But,  I’d buy it.

Ram 

One of my top 10 all time favorite ads was the Dodge “And god created a farmer” ad with the voice of Paul Harvey from 2012. It was such a captivatingly quiet Ad. So last night, I could tell the MLK ad was Ram’s, but the music was annoying me. Last I checked, Dr. King doesn’t need background music. I’d buy it, but I’d ask for the music to be gone.

Compare that ad with the Dodge Ram ad from the 2012. See what I mean by the lack of sound is what captures you. Now watch the MLK ad and imagine without the music.

Doritos and Mountain Dew

I feel for the Doritos team for having to come up with a hit every Super Bowl Ad. Maybe not way out there, but a solid 8/10. Highly entertaining rap to launch a product innovation, followed by Morgan Freeman with Mountain Dew. While I love Morgan Freeman rapping and dancing, the brand link and message was not as clear. I’d buy the Doritos and think twice about the Mountain Dew. Maybe I’d use the Morgan Freeman script on a salt and vinegar Doritos.

That’s my shopping list done. There were a ton of Ads. Lots of crap last night. I will remember Tide, maybe not in my top 10 Super Bowl ads of all time, but maybe in my top 25.

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Beloved Brands Graham Robertson

 

 

 

 

 

 

 

 

 

 

What do you think of the new Diet Coke logo and packaging?

diet cokeThe new Diet Coke package design is certainly colorful but the strategy behind the package seems confusing. The simplest test that I always do with logo design or even print ads. Take a step back and ask “What’s the first thing you see?”  I see the word “Coke”. I see it on the traditional Coke red background.

What’s the second thing you see?  I see multiple colors. And I think, aren’t a few of those formerly failed flavors from the past few decades?

What’s the third thing you see?  I see weird little drawings along the bottom of the can, that I’m not sure what those are?  If you force me to look, maybe I will. Why is the cherry flavor in purple, and not red? You have to look at your execution as though you are a consumer.

What I haven’t seen yet, is the word “Diet”. Hmmm. Oh, there it is, very small, sideways and in a script that’s hard to read. Why are you hiding the word Diet, when your brand name is DIET COKE?

Is Diet Coke a brand itself, or is it part of a master brand?

diet cokeI know a few years ago, Coke tried to make all the packaging look the same, so that it looked like one big family, with most of the can using the big Coca Cola red logo. It was done in a test market and failed miserably. But it showed you the strategic mindset.

Coke needs to face that carbonated beverages are in sharp decline

diet cokeThis decline has to change your strategy. While Coke and Pepsi have been in a share dog fight for the last 50 years, that fight is now a fight for survival. With both Coke and Pepsi stretched across legacy success stories of the original, diet and zero/max sub-brands, and stretched across legacy success flavors, the reality is that the consumer mind space and retailer shelf space will eventually collapse.

The only remaining strategy is to beat each other.

It reminds me of that great mythology story about two hunters bedded down at their campfire and were about to fall asleep when a giant bear loomed in front of them. One hunter rushed to put on his sneakers. The other said, “What good will that do? You will never outrun that bear.” The first one said, “I am not worried about outrunning the bear. All I have to do is outrun you!”

That’s where the Coke brand is right now. All they have to do for the decade is outrun Pepsi. Don’t over think some of the things you are currently over-thinking.

  • Diet Coke is a brand, not a sub brand. Launched in 1981, it was treated as though it were its own brand from day one. Why try to change that now, especially as you face a declining category? Use the separate Diet Coke brand to your advantage to squeeze out Pepsi.
  • I know the word “diet” might not fit our modern day “organic” and “low carb” words. But “Diet Coke” means more to consumers than the word diet. Maybe you should have called it Coke Light like Europe does. But it is what it is. Don’t over think it.
  • Those look like cute flavor choices, but launching four new flavors at once is crazy. Your retailers will likely take one or two. Also, launching four at once just spreads your sales across the four flavors so that none of them will generate high enough sales to hit a threshold of success.

So I guess I don’t like the strategy, the naming or the design. What do you think?

To learn more about how to judge advertising that works, here is our Marketing Execution workshop we run to help train Brand Leaders:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Beloved Brands Graham Robertson 

 

 

 

 

 

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My favorite Christmas Ad of 2017 is an old-fashioned romantic story

I am happy to report that 2017 will end with a great series of Ads from Vodafone in the UK. This six-part old fashioned, love story does a great job portraying the awkwardness of the early stages of dating. Anyone who knows the lines to “It’s a Wonderful Life” is good in my books.The rehearsing of that first phone call.The awkwardness of the family probing about them. All very cute. I just finished watching “Love Actually” for the 10th time, almost an annual event with my family.

Sure, these ads weave in a few phone messages. Almost in a cute way. But, they certainly draw the viewer in naturally with the hope of seeing what’s next in the story. Even after six ads, I still hoped for more. Here are all six of the ads. Tell me if you wonder what’s next.

Enjoy

 

As Brand Leaders, I know we can do better in 2018

The world of branding has become far too transactional in 2017. Too many marketers spent the year trying to hack through algorithms to get a few more views of something rather meaningless. I keep hearing about story-telling, but I’m just not seeing enough of it. Brands have become so data-driven, they want the sale now. The super bowl ads were weak, the Christmas ads even weaker. Don’t even get me started on how boring the John Lewis ad is this year. I think of advertising like the little “add a penny, take a penny” plate or jar you see beside the cash register. Building up your brand to create a desire among consumers is “adding a penny” while telling the consumer to buy is the “taking a penny”.

If you are always taking a penny, there won’t be any pennies left in the penny jar.

 

As we look to end the business year of 2017, I think we can do better. I want to see great work in 2018. Not just average. Remember, OK is the enemy of great. I want you to ask yourself “Do I love it?”.  If you do not love the work you do, then how can you ever expect the consumer to love your brand. That’s my challenge to everyone reading. If you make some, send it my way. Seeing great work will feel like my reward.

Here’s to seeing greatness in 2018,

 

 

 

The new John Lewis 2017 Christmas advertising fails to deliver on the high expectations of consumers

images

The new John Lewis 2017 Christmas advertising is out.  I feel like a little kid who races downstairs only to be disappointed by my gift. And then I feel bad about it. This year, I feel “It’s OK”. From a brand view, it’s pretty safe. From a consumer view, it is disappointing. 

For a few years, there was hysteria and anticipation for the John Lewis Christmas ad, but that may be dying down if they fail to deliver. During the era amazing John Lewis advertising they were able to link the advertising with sales growth of 5-8%. The connectivity with consumers was helping buck the declines other retailers were facing with e-Commerce.

Here’s the John Lewis 2017 Christmas advertising

 

 

What do you think?

To me, the ad is OK, but not great. It’s cute, but not brilliant. It falls a little flat, compared to previous John Lewis ads. It has a monster, which a cross between Monsters Inc. and the Monty the Penguin they did a few years ago. I didn’t like that one either.

Ugh. I just wish it was better. I wish it was like 2010 or 2011 when John Lewis made the best Chrtimas ads.

How do you feel about it? Is it just me?

 

I have worked on campaigns that lasted 10 years and 5 years. The hardest thing for a Marketer is to stay on track, yet try to beat last year’s spot. It is very hard to be creatively different, yet stay in line with the campaign. marketing-execution-2017-extract-9-001Those fight against each other. Since 2009, John Lewis has wiggled a little each year. Each year, the ads had been highly creative, the ads that created the magic simply through the eyes of the children in the ads. The emphasis has always been on giving. You will see there is not a lot John Lewis branding in any of these ads, but there is a certain degree of ownership.

How’s this ad.

  • It’s not that different. Seems to borrow a few elements of traditional Christmas elements and pieces them together into a story.
  • There story is OK. Not that clear at the end. Was I the only one that didn’t understand the gift, is to reduce the boy’s fears and allow him to sleep? Weak ending.
  • The ad is missing the emotional tension in the story. Sure, the kid can’t sleep. But it lacks that emotional tension of the other John Lewis spots.
  • It is not really about John Lewis’ big idea around “thoughtful gifting”. The ending is a little confusing, as I wasn’t quite sure what the gift was at first. 

The history of John Lewis Christmas ads

2016: Buster the Boxer

Pretty simple story. Kid likes to bounce on things. Dad builds a trampoline. Animals come out and bounce on it. Dog sees them and is jealous. Dog bounces on the trampoline before the kid gets to it. Kid disappointed?  Mom and Dad disappointed? No one seems happy. But a dog on a video gets tons of views.

 

2015: Man on the Moon

This spot was great on story telling, but it might have gone overboard on sad. But I truly loved it. My second favorite John Lewis ad next to the 2011 spot.

Yes, the man on the moon is a metaphor (sorry, there really isn’t a man on the moon) for reaching out and giving someone a gift. For me, this ad quickly reminds me of when my own kids are on the phone or FaceTime with my mom. There is a certain magic in the innocence and simplicity when the very young talk with older people. They both seem to get it, maybe sometimes more than the in-between ages where the innocence of Christmas is lost within their busy schedules.

 

2014:  Monty the Penguin:

Pretty simple ad, a little similar to the 2017 spot. The imaginary penguin becomes his best friend, and in the end, he gets a penguin toy for Christmas. In 2017, the imaginary monster becomes his best friend and the monster gives him a toy so he won’t be scared at night. Pretty damn safe. Seems to be targeting younger moms and their toddlers.

 

2013: The Bear and the Hare

This ad a bit of a departure, going to animation and utilizing on-line and in-store media. This campaign seems trying too hard to capitalize on their success. Doesn’t feel like a fit for the depth of story-telling of the 2010 or 2011. I get the sense they felt they were too dark on tone in 2012, so they went very light in 2013.

2012: Snowman

The “snowman” ad went a bit too dark for me with missed the tone feeling like a slight miss for John Lewis. I felt they were trying too hard.  Maybe feeling the pressure to keep the campaign alive by being different when really the consumer just wants the fast-becoming-familiar-John-Lewis-magic each year.

 

2011: Counting down

This is my favorite John Lewis ad from 2011, about the boy who couldn’t wait for Christmas. Great story telling about the boy who could not wait, but with a nice surprise at the end. You will notice the “Man on the Moon” feels very similar. But that’s OK, traditions are allowed to have some repetition to the ritual.

 

2010: “Your song”

This is also a great one from 2010, with the story telling improving over the 2009 spot and Ellie Goulding’s cover of “Your song” is incredible. With the multiple stories throughout the spot, it has that “Love Actually” quality to the ad.

 

2009: Sweet Child of Mine

This ad was the starting point for the great advertising John Lewis would do. Engaging video story-telling with a soft cover of a classic song. These would become the trademark of the great John Lewis ads over the next few years.

 

 

 

 

 

I guess I’ll have to wait for the 2018 John Lewis Christmas ad!  🙁

 

Christmas is about 8 weeks away. Expect to see this spot a lot on your social media feed. But, also expect the other UK retailers to compete as they did last year.

Passion in Marketing Execution Matters. If you don’t love it, how do you expect your consumer to love it? If you “sorta like” it, then it will be “sorta ok” in the end. But if you love it, you’ll go the extra mile and make it amazing. To read more about how to drive your Marketing Execution, here is our workshop that shows everything you need to know, to have the smarts of strategy, the discipline of leadership and the passion of creativity to generate brand love in today’s modern world.

 

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

 

bbi-creds-deck-2017-007

How can a junk business be the best consumer experience of any brand I’ve ever seen

1-800-GotJunkHaving been in our current house for 16 years, as our kids have gone from 4 up to 20 years old, we have naturally accumulated a lot of junk.

Sure they are memories, but at various stages, it has become overwhelming and we needed to create more space, to accumulate even more junk.  And repeat.

We have called 1-800-Got-Junk three times now. And as a brand guy, I’ve been mesmerized by how great of an experience it has been.

As soon as you open the door, you think “This is the type of guy, I wish my daughter would bring home, and say Dad, this is who I’m going to marry”.

Articulate, polite, college kids, smart. Almost just perfect.

They put on their little booties, and walk around the house with you. Every time you point at something, they nod, smile and write it down. Even as you apologize for how much we have, or how rough things look,  they always give the perfect response. Not only can they hold a conversation during the 2-3 hours of the visit, it seems they almost start conversations. I don’t know how they do it, but the people they hire keep smiling and talking as they cart off….junk.

And after each of the three visits, I say to my wife “How can a junk company create such a perfect culture?”

It’s all about the people.

That’s one of the mantras of 1-800-Got-Junk, but they seem to have gone beyond the cliche.

When CEO Brian Scudamore was asked how do you create such happy people, his response was simple: “We hire happy people and keep them happy”.

It doesn’t hurt that they give 5 weeks of paid vacation. Well, not only does that keep the people happy, but it allows you to recruit the best of the best.

Brian Scudamore started his company in 1989 at 18 years old, when he was in a McDonald’s drive thru, and saw a junk removal company. The company grew through the 1990s into a million dollar company, expanded through a franchise model that moved it to a $200 million in annual sales. They pick up junk. 

At various points along his personal journey, Scudamore has used a “painted picture” vision to take a step back. In 1997, he sat on a dock and tried to visualize what the company could look like in the future. His perspective changed when instead of worrying about what wasn’t possible, he began to paint a picture in his head of what was. He closed his eyes and envisioned how he wanted 1-800-GOT-JUNK? to look, feel, and act by the end of 2002.

“My painted picture contained not only tangible business achievements like the number of franchises we would have and the quality of our trucks, but also more sensory details, like how our employees would describe our company to their family members and what our customers would say they loved best about working with us.”  

Brian Scudamore, CEO of 1-800-Got-Junk

Scudamore amore still uses this technique, trying to visualize what life and your business will look like in 5 years. In 2008, as the economy started to tank, he took another huge personal reflection, writing down what he loved and what he was good at. The two lists almost matched up perfectly, as his passion and skills matched up. Then, he wrote down what he didn’t love and what he wasn’t very good at. He realized he needed to build a team around him, with individuals who could cover off his weaknesses. The overall vision is to make ordinary businesses extraordinary.  

Here’s a few of the questions that Scudamore asks of himself:

  • What is your top-line revenue?
  • How many people are on your team?
  • How would your people describe the culture of your company when talking to a family member?
  • What is the press saying about your business? Be as specific as possible: what would your local paper say about your company? What would your favorite magazine say?
  • What do your people love about your vision and where the company is headed?
  • How would a customer describe their experience with you? What would they say to their best friend?
  • What accomplishment are you most proud of? What accomplishment are your people most proud of?
  • What do you do better than anyone else on the planet?
  • Describe your office environment in detail.
  • Describe your service area. Who are your customers and how do they feel?

To really make your culture part of the brand, Scudamore has made this visualization part of the culture, with an annual release of a new painted picture, plus quarterly meetings that articulate the painted picture. He’s even cascaded this technique down to his franchise owners, where each franchise articulates what they see for themselves. This allows the culture to form around the vision.

“Do What You Love; Let Others Handle the Rest”

Brian Scudamore, CEO of 1-800-Got-Junk

If you want to learn how to show up better, we train marketing teams on how to get better Brand Plans, helping to lay out the vision, goals, issues, strategies and tactics.  

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

Graham Robertson Bio Brand Training Coach Consultant

McDonald’s service hits rock bottom in drive thru ratings

McDonald’s was founded on the basis of customer service.

Ray Kroc, the original McDonald’s CEO put huge emphasis on a customer first mentality: “McDonald’s is a people business, and that smile on that counter girl’s face when she takes your order is a vital part of our image.” That seems to be lost in this generation of leaders at McDonald’s. 

In a recent study by QSR magazine on the attributes of customer service through the drive-thru window, McDonald’s finished rock bottom on attributes linked to friendliness. I always believe “manners and smiles are free”, when the reality is they need to be embedded within the culture of the organization. They are hard work.

When it comes to smiling, McDonald’s finishes last at 62%, almost 30% lower than Chick-Fil-A. 

And when it comes to saying “Thank You” McDonald’s also finishes rock bottom with only 78% of occasions compared to 95% for Chick-Fil-A. 

Chick-Fil-A is the gold standard on service when it comes to drive thru. They believe that employees are the company’s “secret recipe,” and the drive-thru strategy is designed around people as much as it is technology and systems. “It’s all about speed and accuracy, but we know our customers appreciate that we can be nice while being fast and accurate. Eye contact and smiling go a long way in the drive-thru experience.”

McDonald's Service level

Even on speed of service, McDonald’s now finishes mid pack. Wendy’s is the leader in speed, about 45 seconds faster on average. A quote from Wendy’s on the drive thru service says the fast service is the result of the company tirelessly tracking line times and optimizing the layout of the kitchens:  “Customers visit the drive thru due to its convenience, so we strive to meet that expectation every day, every customer.

McDonald’s service might just get worse, not better

McDonald’s have stated that they are going to invest billions in 2017 to revamp their entire kitchens to be able to serve high quality and fresh meat in their hamburgers. Wow. I am big fan of Five Guys, In-N-Out burger, Shake Shack and Big Smoke burgers. But, they are never fast. They each say they won’t start cooking your burger until you order it. At Five Guys, you can see them even pull the burger out and placed on the grill. The one big difference is that Five Guys basically only serve burgers. What will happen to the McDonald’s drive thru if I just want a coffee, yet have to sit behind 9 people ordering fresh burgers. It just won’t work.

How do you communicate your brand story internally?

With most brands I meet up with, I ask “What is the Big Idea behind your brand?” I rarely get a great answer. When I ask a Leadership Team, I normally get a variety answers. When I ask the most far-reaching sales reps, the scientists in the lab or their retailer partners, the answers get worse. That is not healthy. Everyone who touches that brand should be able to explain what it stands for in seven seconds, sixty seconds, thirty minutes or at every consumer touch-point. They should always be delivering the same message. There are too many Brands where what gets said to the consumer is different from what gets said inside the corporate walls. The Big Idea must organize the culture to ensure everyone who is tasked to meet the needs of both consumers and customers, whether they are in HR, product development, finance, operations and experience delivery teams, must all know their role in delivering the Big Idea.

Too many brands believe brand messaging is something that Advertising does. The more focus we put on delivering an amazing consumer experience, the more we need to make sure the external and internal brand story are aligned. It should be the Big Idea that drives that story. Every communication to employees, whether in a town-hall speech, simple memo or celebration should touch upon the brand values that flow from the Big Idea, highlighting examples when employees have delivered on a certain brand value.

brand culture

The Big Idea Should Drive The Culture

Brand Management was originally built on a hub-and-spoke system, with the Brand Manager expected to sit right in the middle of the organization, helping drive everything and everyone around the Brand. However, it should actually be the brand’s Big Idea that sits at the center, with everyone connected to the brand expected to understand and deliver the idea. Aligning the brand with the culture is essential to the long-term success of the brand. The best brands look to the overall culture as an asset that helps create a powerful consumer experience. The expected behaviors of the operations team behind the consumer experience should flow out of the brand values that flow from the big idea. These values act as guideposts to ensure that the behavior of everyone in the organization is set to deliver the brand’s promise.

 

Here’s a powerpoint presentation on how to define your brand, including the benefit cluster tool.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

Graham Robertson Bio Brand Training Coach Consultant

Describing the Volvo brand in one word is easy: Safety

When I am giving speeches on Marketing, I always use the Volvo brand as a great case study. I tell the audience that I am going to do a magic trick where I predict what word they will shout back at me. Then, I write “Safety” down on a piece of paper. And, I say “what is the one word that describes the Volvo brand” and the audience yells back “SAFETY” without hesitation. 

Can you describe your brand with one word?

I went to see Al Ries speak a few years ago and he challenged all marketers to get your brand down to one word. It sounded great until I went back to my desk and started trying it out on my brands. At best I was able to get it down to a few words or a quick catchphrase. As I sat there frustrated, I realized that the effort to try to get it down to one word is a great catalyst that gets you down to a few words.  That’s a hell of a lot better than the excessively long-winded 5-page briefs or the long list of RTB’s (Reason to Believe) people want to jam in a TV ad.

“If you want to build a brand, you must focus your efforts on owning a word in the prospects’ mind. A word nobody else owns” – Al Ries

With today’s consumers being bombarded with 5,000 brand messages a day, the first 7 seconds that a consumer is exposed to a brand is a make-or-break moment. The brand must captivate the consumer’s mind quickly or the consumer will move on. The brand must be able to entice consumers to find out more and then motivate consumers to see, think, feel or act in positive ways that benefit the brand.

The role of the Big Idea

I will show you how to develop a big idea that serves as the brand’s 7-second sales pitch. The Big Idea must be interesting, simple, unique, inspiring, motivating and own-able. The backbone of the Big Idea is the brand positioning that speaks to whom your brand will serve and what consumer benefits the brand will provide. To stand out within the clutter, smart brand positioning must establish your brand as better, different or cheaper. Otherwise, your brand will not be around for long.

How to find your brand's big idea

As much as people have a hard time matching up their inner motivations with the outward projection of their own personal reputation, a brand faces a similar challenge in matching up the inner thoughts inside the brain of the organization behind the brand with the outward brand reputation owned within the minds of their consumers. In psychology, there are three constructs to the brand personality, the ego, the id and the superego. In our brand apparatus, the brand soul is used to express the inner thoughts of the brand that defines ‘what you want your brand to be’.

Brand Reputation

The brand reputation is ‘what consumers think of you’ which is the outward view of the brand that resides within the minds of consumers. As the ego of the human mind works to regulate the id and superego, the brand’s big idea serves as the stabilizer between the inner motivations of those behind the brand and the outward projection. In a stabilizer role, the big idea must adjust to the actual reputation, yet send signals to steer the consumer’s mind towards the desired reputation that exists within the brand soul. A brand finds its equilibrium when the brand soul, brand reputation, and big idea are the same.

I have created a tool that helps define your brand down to the seven-second brand pitch.

Seven Second Brand Pitch

From there, you should be able to narrow down to a 1-second brand pitch.

One Second Brand Pitch

Finding your big idea

For a long time, we’ve thought that brands just exist to convey a degree of consistency in the consumers’ mind. Yes, that helps to own a position in the marketplace. But more and more, we are also starting to realize that consistency of message acts as an internal beacon for everyone in the organization to follow.

Big Idea

Volvo seems obsessed with Safety

I am always pushing everyone to focus:  focus on a tight target,  own one main benefit area that no one else can own and then shout it from the mountaintop. The challenge here of getting what your brand stands down to one word would be the ultimate. I’d encourage you to take this for a test run and see where you get.  But the bigger point is to, learn from how obsessed Volvo is around safety.

I am yet to see any other brand that is so focused on one word like Volvo is with safety. For Volvo safety is not just a claim or demo in their TV ads, but is everything they do.

But the real beauty for Volvo is their obsession with safety.

  • Volvo was long ahead of the marketplace. Volvo first started the safety angle in the 1940s and became completely obsessed in through the 1960s long before consumers cared about safety when no one was even wearing seat belts. But the marketplace has since caught up. This year, Car and Driver reports safety as the #1 benefit that consumers are looking for in a new car.
  • Volvo’s purpose in making safety a priority. In 1958, Volvo came up with the 3-point seat belt. Even with a patent they could have enforced and made millions, Volvo decided to share the technology with all the other car manufacturers because they believed so strongly in it. That really speaks to Volvo’s conviction and authenticity.
  • Volvo has always been way ahead of car safety regulations.  In fact, as safety became a priority with consumers, regulators looked at what Volvo was doing as the standard and then made Volvo’s advancements mandatory across other companies. And, then in the 1990s, Volvo was ahead of the curve on the introduction of airbags and side airbags. With TV ads, we got so used to seeing the crash test dummy ads re-enforcing Volvo’s ownership over safety.
  • Volvo continues to set the standard for safety today. The 2012 IIHS (Insurance Institute for Highway Safety) had 3 Volvo models in the 10 Top Safety Picks, the most of any car brand. The Euro NCAP collision test has recognized 2012 Volvo V40 as the best car they’ve ever tested, giving it the top rating of five stars in the Euro NCAP collision test.

Safety in Action

Most impressive to me that highlights Volvo’s obsession with safety is to look internally at the long list of R&D advancements over the past 70 years.

  • 1944 Safety cage
  • 1944 Laminated windscreen
  • 1957 Anchor points for 2–point safety belts front
  • 1958 Anchor points for 2–point safety belts rear
  • 1959 3–point front safety belts standard
  • 1964 First rearward–facing child safety seat prototype tested
  • 1966 Crumple zones front and rear
  • 1966 Safety door–locks
  • 1969 Inertia reel safety belts
  • 1971 Reminder safety belt
  • 1972 3–point safety belts – rear
  • 1972 Rearward–facing child safety seat
  • 1974 Multi-stage impact absorbing steering column
  • 1974 Bulb integrity sensor
  • 1975 Braking system with stepped bore master cylinder
  • 1978 Child safety booster cushion
  • 1982 “Anti–submarining” protection
  • 1986 Three-point safety belt center rear seat
  • 1990 Integrated child safety cushion in the center rear seat
  • 1991 Side Impact Protection System
  • 1991 Automatic height adjusting safety belt
  • 1992 Reinforced rear seats in estate models
  • 1995 Integrated child safety cushion outer rear seats
  • 1997 Roll Over Protection System
  • 1998 Whiplash Protection System
  • 1998 Inflatable Curtain
  • 2001 Volvo Safety Concept Car
  • 2002 Roll Stability Control
  • 2003 New Front Structure called Volvo Intelligent Vehicle Architecture, Rear seat belt reminders, Intelligent Driver Information System,  Inauguration of Volvo’s Traffic Accident Research Team in Bangkok
  • 2004 Blind Spot Information System
  • 2005 Door Mounted Inflatable Curtain
  • 2006 Personal Car Communicator and Collision Warning with Brake Support
  • 2007 Power Park Brake and Driver Alert Control
  • 2009 City Safety – Automatically stops the car at speeds below 19 mph (31 km/h) if the obstruction is detected in front of the car
  • 2010 Pedestrian Detection with auto brake
  • 2012 Pedestrian airbag

Volvo builds it into their vision

True leaders push themselves by attacking the brand even before competitors have a chance. Volvo is continuing to push themselves with a very visionary challenge for the year 2020 that are squarely directed internally within Volvo.  Sure Volvo had some wiggling going on when they were bought by GM a few years ago. But since regaining control of the brand, they are back standing behind the word: SAFETY.

The Volvo vision statement: “Nobody should die or be seriously injured in a Volvo.”  

That speaks volumes to the obsession they’ve had for the past 70 years and to the obsessive focus on the future of Volvo!

My new book, Beloved Brands, coming this spring.

How this Beloved Brands playbook can work for you. The purpose of this book is to make you a smarter brand leader so your brand can win in the market. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.

 

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

 

 Graham Robertson bio