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The one way Brand Leaders can get better Advertising.


Because of my role as a Creative Coach for Brand Leaders, I always get asked “so what makes a Brand Leader good at Advertising?”  Most people are surprised by the simplicity of my answer.  Brand Leaders who are good at advertising can get good advertising on the air and keep bad advertising off the air.  Think about that for a bit because that answer is a lot more complicated than first meets the eye. It’s not about how creative you are.  It’s not just picking the right ad either.  

Since Brand Leaders don’t really make the ads, how can one Brand Leader get better work than another?  Well, it starts with your managing your options.  When your agency presents work to you, you really only have three options you can say:

  1. Yes, I approve this ad.
  2. No, I reject this Ad.
  3. Maybe, but here’s some tips to make it even better.

I love when I’m in a room full of Brand Leaders and I ask:  “If you don’t make the advertising and you can only answer yes, no or maybe, then how can you as a Brand Leader, get better advertising?”  The room goes silent, almost like they’ve never been asked this question before. Then the answers start to flow:

  • “keep rejecting the bad ads until they get better ones”
  • “get a new agency”
  • “make sure you give detailed feedback on what to fix”.

Then I say:  “Those answers might you in saying NO to bad ads and MAYBE to ok ads, but how do you get the ads that you want to say YES I approve, are amazing ads instead of just good?”  The room goes silent again, as all the Brand Leaders are stumped.

And then I give my answer:  You have to inspire your agency to make great work.

There’s disbelief.  “Don’t we pay the agency?  We are the client. So why do we have to inspire them?”

Well, let’s look at the simple math.  Most Brand Leaders only make 1 ad per year. inspire Most agencies make 100s of spots per year.  Yet you need  your 1 ad to be great, so you can drive your brand’s results.  The agency needs 5 ads out of 100 to win agency of the year, and about 5 to put in their pitch presentation to try to get new business.  I know I keep changing the question, but maybe the better question for you is “how do you get your ONE ad that you will make this year to be one of the FIVE best ads that your agency will make this year?”

You want to get your agency’s best people to want to work on your brand and you want them to present their best ad ideas.  You want the agency’s best people to go all out, put all of their passion into the work, stay late, call in favors, get the best directors and best talent to want to work on your ad.  

I’m changing the question one more time:  So how do you get the best people at your agency to want to work on your brand and give their best work?

Inspire them.

The best creative people want an opportunity to make great work.  And if they sense you’re the type of client who will enable them, they’ll be attracted to working on your brand.  The best creative people at your agency want problems to solve. They don’t want your answers. At every stage of the process, just give them a new problem they can solve. Don’t say “make it blue” but rather say “how do we make it more bright?” They know great creative has risks and they want to see you willing to take chances.  

Slide1The best account people want to be respected and appreciated. They are always caught in the middle between you and their own creatives. They know their creatives can be a pain in the butt.  You would do wonders for your relationship by not being a pain in the butt as well. They want to see you fight for the work internally, knock down barriers, get your management aligned and be passionate about the work at every stage.  They want you to know how hard they work, and want you to acknowledge their impact.  

The best agencies want a client who wants to make great work.  They want you to show it off as much as they want to. Agencies are more driven by the emotion and pride than they are results. You will get better results if you can tap into the personal pride of your agency.  

Your agency wants you to make work that you love and not settle for work that you think is OK.  I remember struggling one time to give feedback.  1899963_10153777664745332_750304591_nAnd I finally said, “I just don’t love it” and I felt  guilty, like I was telling a girl “it’s not you, it’s me”.  But the reaction of the agency surprsed me because they said “we don’t want to make work you don’t love and the fact that you need to love it makes us want to make work you love” and they pulled the ad off the table.  To me “I love it” is the highest bar you can set.  Because if you don’t love it, then how do you expect your consumer to love your brand?  

The last question:  if you knew that showing up as a better client to your agency would make the work even better, then would you show up differently?  I hope so.

Because that’s how a Brand Leader gets better advertising.   

 

At Beloved Brands, ask us how we can act as a Creative Coach for you, helping you and your agency get to great creative Advertising 

 

To see a training presentation on Get Better Advertising: 

 

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At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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Worst Ad Ever: I promise I would never let you make this ad

If you made this ad, you should be fired.  If you are the Brand Leader, this did nothing for the Lexus brand.  If you are the agency, you let your client down–and likely they are now about to get fired. 

 

Advertising looks easy, but it’s not.  

Good Advertising is not random, it is well planned. The best Advertising is an expression of strategy, that should have a goal for the brand.  It should also have a target market, supported by a key consumers insight that connects with the target.  And it should serve up the main benefit through the advertising.   bbi twitter adAdvertising is commercial art, which really means it’s half art and half science, but it is never all art.  That’s called a museum, not my TV set. Advertising is not “out of the box” creativity, in fact it is a form of “in the box” creativity, where the strategy and creative brief create a box for the creatives to find a solution.  The best creative people at agencies are not blue sky thinkers, but rather problem solvers.  

I come at this from the vantage of a fellow client.  I’m not an Ad Agency guy, never having worked a day at an agency in my life.  But I do give coaching on Advertising for clients, and I’d never ever let you make this spot.  In my role, I get asked a lot:  “So what is it that makes someone good at advertising?”.  I always think people are looking for some type of magical answer, but the answer I give is always very simple yet if you think about it very complex:  “They can consistently get good advertising on the air and keep bad advertising off the air”.  

This Lexus ad should have been rejected!  When I look at the Lexus ad above, I should almost be able to write the brief and at least answer these questions:

  1. Who Do We want to sell to?  (target)
  2. What are we selling?  (benefit)
  3. Why should they believe us?  (RTB)
  4. What Do We want the Advertising to do?  (Strategy)
  5. What do Want people to do?  (Response)
  6. What do we want people to feel?   (Brand Equity)

I have no idea of the target, the benefit or what they hope the advertising does.  I don’t even know what they want people to do.  Lexus competes with 3 other brands with very well-defined brand positions:  BMW is all about performance, Mercedes owns luxury and Volvo screams safety all the time. While Lexus came into the market with stylish designs and at a new reasonable price, I’m no longer sure what the brand stands for.  (Lexus is my favourite car I’ve ever owned so far)  

Finding your Difference is not easy

good-vs-different-1I’m always pushing to make ads that are unique, but there is a fine line you have to walk between good-different and bad-different. To be good and different, you need to make what you do really interesting.  This Lexus ad is somewhat different (more weird than different), but it is awful. The ad has nothing to do with the consumer, nothing to do with the brand. It hides the product so much that you would think the client and agency both feel there’s nothing really great to say about the brand.  Can you find advertising that shows how much consumers love the brand?       

The car brand that consistently does Different-Good is Volkswagon who finds unique ways to showcase how much love their consumer feels for their brand. Here’s a couple of great examples for VW:

The ABC’S of Advertising 

Here’s a potential tool you can take into the room that is very easy to follow along.  You want to make sure that your ad delivers on the ABC’S which means it attracts  Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.  

  • Attention:  You have to get noticed in a crowded world of advertising.  Consumers see 6000 ads per day, and will likely only engage in a few.  If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding:  Ads that tell the story of the relationship between the consumer and the brand will link best.  Even more powerful are ads that are from the consumers view of the brand.  It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication:  Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness:  Sticky ads help to build a consistent brand/consumer experience over time.   In the end, brands are really about “consistency” of the promise you want to own.  Brands have exist in the minds of the consumer. 
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Attention

Buying media and putting something on air does not attract attention for your ad.  Why would consumers want to listen to what you have to say.  strategy adYou have to EARN the consumers’ attention.  The best way to grab Attention is to take a risk and do something not done before. Here are the 5 ways to attract attention.

  1. Be Incongruent:  This is a great technique to get noticed is by being a bit off kilter or different from what they are watching.  A lot of brand leaders are afraid of this, because they feel it exposes them.  Avoid being like “wallpaper”   If you want a high score on “made the brand seem different”, it starts with acting different.   kitkat
  2. Resonate:  Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
  3. Entertain them:  Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle.  From the consumers view—they interact with media to be entertained—so entertain them.
  4. The Evolution of the Art of Being Different:  As much as Movies,  TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention.  Albino fruit flies mate at twice the rate of normal fruit flies.  Be an albino fruit fly!!!
  5. Location Based:  Be where Your consumers are open and willing to listen.  The Media choice really does impact attention.  Make sure your creative makes the most of that media choice.  
Branding

There is an old advertising saying “half of all advertising is wasted, but we aren’t sure which half”.  Coincidently, the average brand link is 50%.  Our goal should always be to get higher.  The best Branding comes when you connect the Brand to the Climax of the ad.   It’s not about how much branding or how early the branding arrives.  

  1. Be Part of the Story:  in the spirit of big ideas, how do you tell a story, using your brand.  It’s not how much branding you use, but rather how closely connected the brand to the climax of your ad.
  2. Is it the Truth:  It sounds funny, but if there is a disconnect between what you say, and what you are….then the brand link won’t be there.  People will discard the ad.
  3. Own the Idea Area:  Be a bit different—make sure that what you do sets you apart from anyone else. 
  4. Repeat:  don’t be afraid of building your brand—and the simplest way to get branding is to repeat and repeat and repeat.
Communication

Communicating is about selling.  Keep in mind, communication is not what is said, but what is heard.  The best way to Communicate is through Story Telling that involves the brand.  The modern-day world of the internet allows richness in story telling.  

  1. Start a Dialogue:  If you can do a good job in connecting with the consumer, the branding idea can be a catalyst that enables you to converse with your consumer.
  2. What are you Selling?  You have to keep it simple—you only have 29 seconds to sell the truth.  Focus on one message…keep asking yourself “what are we selling”.drill
  3. Powerful Expression:  try to find one key visual that can express what you are selling.  This visual can be leveraged throughout
  4. Find Your “More Cheese”:  Many times its so obvious what people want, but we just can’t see it or articulate it. 
  5. Sell the Solution—not the Problem:  Brands get so wrapped up in demonstrating the problem, when really it is the solution that consumers want to buy. 
Stickiness

We all want our ads to stick.  You need to adopt a mindset of “will this idea last for 5 years”.  The Best way to Stick is to have an idea that is big enough.  You should sit there and say is this a big idea or just an ad?

  1. Dominant Characteristic:  things that are memorable have something that dominates your mind (e.g.:  the red-head kid)
  2. How Big Is the Idea?  Its proven that a gold-fish will get bigger with a bigger bowl.  The same for ideas.
  3. Telling Stories:   While visuals are key to communicating, in the end people remember stories—that’s how we are brought up—with ideas and morals that are designed to stick. 
  4. Always Add A Penny:  With each execution, you have a chance to add something to the branding idea.  Avoid duplicating what you’ve done…and try to stretch as much as you can. 
  5. Know Your Assets:  There has to be something in your ad that stick Know what that is and then use it, in new executions or in other parts of the marketing mix.

Yes, the Lexus ad is beautiful shot, likely very expensive–both in production and media.  But it’s so subtle, it won’t catch attention, there’s no way it’s going to brand link or really communicate.  Strike that, since I’m still not sure what the ad is communicating, there’s no way it will communicate.  Add all that up and it won’t stick at all.

At Beloved Brands, ask us how we can act as a Creative Coach for you, helping you and your agency get to great creative Advertising

 

To see a training presentation on Get Better Advertising: 

 

If you are in the mood to see stories on great advertising, here’s a few other stories:

 
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At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 
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10 Ads that just might make you Cry

imagesIn a world of big data, we tend to forget that Advertising is half art, and half science.  While I respect analytics, I also admire instincts.  As Brand Leaders, we are after growth and profit for our brands.  Yes, advertising should persuade, sell or create an idea in the consumers mind.   But for the most Beloved Brands, it also should connect and create a bond with consumers.  Because that bond gives the brand power, not just with the very consumers it connects with, but the retailers, suppliers or against the competitors.  And from that power, it can drive stronger share, command a price premium or enter new categories, all leading to higher growth and profits.  Here are some ads that create a nice bond with their consumers, and each of them tightly connected to what the brand does for the consumer.

Budweiser “Trainer”

The most popular Super Bowl ad this year was the “Puppy” spot, but if you ask me, it pales in comparison to this spot.  Nicely told story.

Sick Kids Hospital

One of the best hospitals for children in the world, Sick Kids does a good job in using “quiet” as an attention grabber.  I was busy in another room when I first heard this song and it made me go into our TV room to see what the ad was.  Sometimes we re-do songs to make them sound exactly the same, but sometimes it can be even more powerful to re-do them in a unique way. 

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 very unique culture that delivers on the brand.  To read more on John Lewis, follow this link:  John Lewis story

Google Super Bowl 2010 “Parisian”

If you’re a sucker for a good romantic comedy, this should work on you.The irony of Google, is they have done some of the best Ads this century–most notably the Google Parisian spot, which they aired during the Super Bowl a few years ago.  That spot was deeply engaging, showing how much we rely on Google in our lives.   I love this spot.  There’s quite a few good google ads out there.  If you want to see more….ummm….just google them.

Thai Insurance “Deaf Dad”

A very beautifully told story about a teenage daughter who maybe struggles to understand what her dad offers and doesn’t offer.  While overly dramatic, it brings a nice sweet twist in the end.

Canadian Tire “Bike Ad”

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.  Sadly, Canadian Tire can no longer deliver on this promise, because it now resembles Wal-Mart–no longer where you go for your first bike, but rather a place to buy Tide when it’s on sale.

Budweiser 9/11 Tribute (2002)

Even after all these years, this one might bring a tear to your eye. Only a few months after the tragedy of 9/11, as it pre-occupied our minds, this ad takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC.

Bell “Dieppe”

It’s a bit dated now, but back in the mid 90s we were still excited we could call from anywhere.  I’ve been to that beach in Dieppe and it does command such intense feelings.  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.  We see many tributes to the soldiers, but this one unique thanks one who served long ago.  

Pfizer

A beautiful little spot that leads you to think the ad is about a juvenile delinquent, when really it’s a good kid doing something nice for his sister. 

Google India “Happy Birthday”

Here is a new Google ad where there is no English at all and yet the story is easy to follow.  If you want, you can turn on the Closed Captioning by hitting the tiny CC button at the bottom right of the video.  I watched it without understanding one word that was spoken and I was able to follow along.  And i cried.

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Hopefully a few of these spots made you cry.  And if you need cheering up now, here’s 5 ads that might give you a bit of a chuckle.  5 Ads that will make you burst out laughing

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Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help coach you on Advertising or ask how we can help train you to be a better brand leader.
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That was not the Best Super Bowl…for ads either

superbowl-2014-logoWell, we know from the start that was not the best game.  I would say the half time show was great and hopefully Bruno Mars gained some new fans around the world.  But for those of us watching the TV ads, they weren’t that good.  There were quite a few mediocre ones, and a few copy cats of their own campaigns but not as good as the prior year ads.  I’m a big fan of Advertising, so trust me I wanted to like them more than I did. There just wasn’t an ad that we’ll talk about for five years, not like the Betty White Snickers ad or the Dodge Farmer Ad.  If you liked the ads better than I did, feel free to tell me which ones and why.

Here are the best ones:

Coke “America”

I really liked the Coke ad.  It’s quiet, but I think it stands out among all the gag style ads where brands appear to be trying too hard.  It has sparked some controversy on-line with a few people objecting to “America the Beautiful” being sung in various languages. But Coke is as global of a company as you can find.  So this not only speaks to Americans but all those around the world looking at Coke as being that link to America.  I’d give this a solid A, mainly because I think it takes guts to do this ad.

 

Doritos “Finger” 

This is a very good ad, fitting with the personality of the brand, and a cute gag that is sure to make us all laugh. It also involves the brand nicely.  I’d give it an A-.  It’s cute, but we might not remember this one a year from now.

 

Heinz “Bottle”

It’s great to see Heinz make a move onto the big stage.  They’ve struggled the past few decades, once we figured out their taste could be duplicated. But this really ties in perfectly to the heritage of the brand, and even given a new modern twist.  It’s cute and let’s give it a nice B+.

 

Budweiser “Puppy”

This one seems to be winning all the on-line votes for best ad, that might be indicative that there was nothing great. I might be over-thinking this one, but doesn’t it seem a lot like last year’s Budweiser spot where the horse kept running back to the owner.  While last year’s brought a tear to my eye, this one just made me smile. I’m going a solid B.

 

Here’s last year’s Budweiser ad.  Don’t you think it’s similar, and better. Still makes me cry.

Budweiser “Home Coming”

This was pretty good, just not amazing. I’m not sure it tugged at the heart enough.  Feels like we’ve seen others over the years that were better. I’d give it a solid B.

 

The rest of the ads were C’s and D’s, maybe a few F’s.  Here’s to a better game for next year, and better ads.  I realize we aren’t going to get Dodge “Farmer”.  To me, this is one of our best ads of the century so far. Here’s what an A+ looks like.

 

Here’s to next year’s game.  May it bring better football and better ads.


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Do you want to be an amazing Brand Leader? We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you.

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to run a workshop to find your brand positioning or ask how we can help train you to be a better brand leader.
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RETURN ON LOVE (R.O.L.): A new way to look at the power of Brands

I know in this world of big data, everyone wants an exact measurement of everything you do.  It’s all about immediate Return on Investment (R.O.I.) and that does make sense given the economy.  If you can’t measure it, then don’t do it.  

But I want everyone to have just a little bit of faith.  Keep in mind, marketing is still half art and half science.  You have to have some instincts in your decision-making but also creativity to ensure you stand out and connect.  There’s a reason Apple made their desktops look like furniture, Starbucks started doing red cups at Christmas and Nike makes TV ads that give us goose bumps, not because of the immediate ROI it produces, but rather the love it creates between the consumer and the brand.  They were in fact, investing in the Return on Love (R.O.L.), knowing all that love would be the fuel to driving power and profit in the long run.  

R.O.L. leads to more R.O.I.

The big idea behind RETURN ON LOVE is that the work you do on the brand is first and foremost focused on creating a strong bond between your consumer and your brand.    Once you have that bond, you can use it as a source of power versus all the stake holders of the brand.  If we think back to porter’s model, the brand’s bond gives you added power over customers, suppliers, competitors and even the very consumers you have the bond with.  Beyond Porter’s forces, the brand would also generate added power with the media, key opinion leaders and employees.  Once you have power, you can drive growth and profit, using that power to drive up price, drive down costs, gain market share and enter new categories.  

Look at the brands mentioned above:  Apple, Nike and Starbucks.  They are some of the most beloved brands with a very strong, emotional and loyal bond with their consumers.  And each has used that strong bond to wield power in the market.  Starbucks took their loyal morning coffee drinkers into the lunch-hour. Nike has been able to use emotional to gain share and tame dominant Adidas brand.  And Apple has used power to drive price, share gains, new categories and even cost management.  These brands then used this power to drive profit, Apple is the best example, where sales have gone up 10-fold and at the same time, margins went from 10% to 40%.  

If your finance person asks “so what is the ROI on this”, I’m not recommending you say “we are focused on ROL buddy, not ROI” but what you should say is “we are investing in building a bond with our consumer that will give us more power that we can then wield much greater profit for our brand”  

Love = Connectivity = Power = Profit

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5 Ways Brands can CONNECT with consumers

I keep hearing brand experts debate that it’s not the advertising, it’s the product, or the new one is it’s the company culture–people don’t buy what you do, they buy why you do it.  Debate all you want, to get to a Beloved Brand, you need all 5 of the following ways to be working very hard to CONNECT with customers  

  1. The brand’s promise sets up the positioning, as you focus on a key target with one main benefit you offer.  Brands need to be either better, different or cheaper.  Or else not around for very long.  “Me-too” brands have a short window before being squeezed out.  How relevant, simple and compelling the brand positioning is impacts the potential love for the brand.  Apple goes above just their product with a promise of simplicity that allows everyone to experience the future through technology.
  2. The most beloved brands create an experience that over-delivers the promise.  How your culture and organization are set up can make or break that experience.  Hiring the best people, creating service values that employees can deliver against and having processes that eliminate service leakage.  The culture attacks the brand’s weaknesses and fixes them before the competition can attack.  With a Beloved Brand, the culture and brand become one.  I love the Starbucks experience that has been created with coffee as the base, but they have gone so deeper to enable magical moments for their consumer.
  3. Brands also make focused strategic choices that start with identifying where the brand is on the Brand Love Curve going from Indifferent to Like It to Love It and all the way to Beloved status.   Marketing is not just activity, but rather focused activity–a focused target, a focused message, focused strategic choices, focused activities always with an ROI mindset.  Where you are on the curve might help you make strategic and tactical choices such as media, innovation and service levels.  Slide1Find those who are most motivated to buy what you do best.  I love how Volvo is so singularly focused on the safety message since 1954.   Yes they have leather seats and a great radio, but the message is always safety first.
  4. The most beloved brands have a freshness of innovation, staying one-step ahead of the consumers.  The idea of the brand helps acting as an internal beacon to help frame the R&D.  Every new product has to back that idea.  At Apple, every new product must deliver simplicity and at Volvo, the innovation must deliver the safety promise.
  5. Beloved brands can tell the brand story through great advertising in paid media, through earned media either in the mainstream press or through social media.  Beloved Brands use each of these media choices to connect with consumers and have a bit of magic to their work.  John Lewis out of the UK, is an employee-owned store growing double digits right through the recession because of their commitment behind amazing story telling around the simple message of the gift of giving.

12 ways to turn the CONNECTION into generating POWER for your Brand

A brands connection between consumer is a power.  And that power translated itself into 12 forces of a power that a Beloved Brand wields, (show below).

A Beloved Brand with a loyal group of followers has so much more power–starting with a power over the very consumers that love them.   These consumers feel more than they think–they are e-rational responding to emotional cues in the brand.   They’ll pay a premium, line up in the rain for new products and follow the brand to new categories.   Look at the power Starbucks has with their base of consumers, making their Starbucks moment one of their favorite rituals of the day and how consumers have now added sandwiches and wraps to those rituals.  All day long, Starbucks has a line up of people ready for one of their favorite moments of their day.

Using Porter’s 5 forces, we can see that the love also gives Beloved Brands power over channels, substitutes, new entrants, or suppliers.   People rather switch stores than switch brands.  Apple has even created their own stores, which generate the highest sales per square foot of any retailer.  These brand fans are outspoken against competitors and suppliers will do what it takes to be part of the brand.  In Apple’s case, Intel has given them the lead on new chip technology.

Beloved Brands have a power over employees that want to be part of the brand and the culture of the organization that all these brand fans are proud to project.  People at Starbucks love working there and wear that green apron with a sense of pride.  Brand fans know the culture on day 1 and do what it takes to preserve it.

Beloved Brands have a power over the media whether that’s paid, earned, social or search media.  Apple generates over a billion dollars of free media via the mainstream media and social media.  Competitors complain about Apple getting a positive media bias–they are right, they do.  Even for paid media,beloved brands get better placement, cheaper rates and they’ll be the first call for an Integration or big event such as the Super Bowl or the Olympics.   Nike did such a great job with social media during the London Olympics that people thought they were the main shoe sponsor–when it was Adidas.

Beloved Brands have a power over key influencers whether it’s doctors recommending Lipitor, restaurant critics giving a positive review for the most beloved restaurant in town  or Best Buy sales people selling a Samsung TV.  They each become fans of the brand and build emotion into their recommendation.  They become more outspoken in their views of the brand. And finally beloved the Beloved Brand makes its way into conversation at the lunch table or on someone’s Facebook page.  The brand fans are everywhere, ready to pounce, ready to defend and ready to say “hey, you should buy the iPhone”.  The conversation comes with influence as crowds follow crowds.  This conversation has a second power, which creates a badge value.  People know it will generate a conversation and are so proud to show it off.  After all, they are in the club. All twelve of these forces combine to generate further power for the brand.

The next time you’re meeting your brand leader, ask them how they are turning all the work marketing is doing into generating power for the brand?   They’ll likely be stumped, but without this power, there is no real reason to have a brand.  The love you generate between customer and brand should start to replicate the power of a monopoly.  Who would you rather invest in right now, Apple or your local utility?  

8 Ways to turn CONNECTION and POWER into more PROFITS for your brand

With all the love and power the Beloved Brand has generated for itself, now is the time to translate that into growth, profit and value. The Beloved Brand has an Inelastic Price.  The loyal brand fans pay a 20-30% price premium and the weakened channels cave to give deeper margins.  We will see how inelastic Apple’s price points are with the new iPad Mini.   Consumers are willing to trade up to the best model.  The more engaged employees begin to generate an even better brand experience.  For instance at Starbucks, employees know the names of their most loyal of customers.  Blind taste tests show consumers prefer the cheaper McDonald’s coffee but still pay 4x as much for a Starbucks.  So is it still coffee you’re buying?

A well-run Beloved Brand can use their efficiency to lower their cost structure.  Not only can they use their growth to drive economies of scale, but suppliers will cut their cost just to be on the roster of a Beloved Brand.  They will benefit from the free media through earned, social and search media.  They may even find government offer subsidies to be in the community or partners willing to lower their costs to be part of the brand.  For instance, a real estate owner would likely give lower costs and better locations to McDonald’s than an indifferent brand.  Apple get a billion dollars worth of free media, with launches covered on CNN for 2 weeks prior the launch and carried live like it’s a news event.

Beloved Brands have momentum they can turn into share gains.   Crowds draw crowds which spreads the base of the loyal consumers.  Putting the Disney name on a movie generates a crowd at the door on day 1.  Competitors can’t compete–lower margins means less investment back into the brand.  It’s hard for them to fight the Beloved Brand on the emotional basis leaving them to a niche that’s currently unfulfilled.  Walk past an Apple store 15 minutes before it’s open and you’ll see a crowd waiting to get in–even when there are no new products.

Beloved Brands can enter into new categories knowing their loyal consumers will follow  because they buy into the Idea of the Brand.  The idea is no longer tied to the product or service but rather how it makes you feel about yourself.  Nike is all about winning, whether that’s in running shoes, athletic gear or even golf equipment.  When Starbucks went for pastries and sandwiches the consumer quickly followed.

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The Return on Love (R.O.L.)  The new measure that turns connectivity into money

To read more about how the love for a brand creates more power and profits:

 
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Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

 

 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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Miley Cyrus six months later: If you’re over 22 you’re not the target

urlIt’s now been six months since Miley created a storm of controversy at the MTV Awards.  While I didn’t see it live, everyone on my Facebook had an opinion of it all day the next day.  The only issue is nearly everyone on my Facebook is over 40. Then you watch the news cycle and see all the news stations all day trashing Miley and talking about how inappropriate it was. But everyone on these news stations was also over 40.

The issue is that if you’re over 40, you’re not in the target market.

So then I asked my 15-year-old daughter what she thought of the whole “Miley thing”.  She said “she’s just trying to show that she’s a grown up and make a living”.

My daughter is in the target market.  And she gets what Miley was trying to do.  And she was willing to defend her. 

A beloved brand knows who is in their target, and who is not in their target.  I hear so many non-beloved brands say “we can’t alienate…” But before you say alienate next time, keep in mind that target and alienate are pretty much synonymous.

Miley is very Strategic

Beloved Brands find a way to separate themselves.  With traditional brands, you have to be better, different or cheaper. Or else not around for very long.  With music, there’s so much talent out there, so really those who make it are “different”.  And Miley has a very good voice but she’s smart enough to know that’s not enough.  She gets that:  ‘Every time I do anything, I want to remember, this is what separates me from everybody else.’

While all the controversy was going on, Miley called the MTV Award performance a “strategic mess”.  I know it caused this storm of outrage but that’s not really the first time in music history.  

Elvis-and-Ed-300x244When Elvis first performed on Ed Sullivan, they would not show him below the waist because of his gyrating hips.  The Beatles long hair caused a stir, Rolling Stones getting arrested in Toronto, Madonna singing about being a virgin in a wedding dress or kissing Britney Spears on stage.  Pick your age and you likely think the one prior to your generation was “kind of silly” and the one after was “completely offensive”.

So let’s look at this strategically.  

There are Four Principles of Good Strategy: 1) Focus 2) Early Win 3) Leverage point and 4) Gateway to something bigger.

  • FOCUS all your energy to a particular strategic point or purpose.  Match up your brand assets to pressure points you can break through, maximizing your limited resources—either financial resources or effort.  Focus on one target.   Focus on one message.  And focus on very few strategies and tactics.  Less is more. 
  • You want that EARLY WIN, to kick-start of some momentum. Early Wins are about slicing off parts of the business or population where you can build further.  This proves to everyone the brand can win—momentum, energy, following.
  • LEVERAGE everything to gain positional advantage or power that helps exert even greater pressure and gains the tipping point of the business that helps lead to something bigger.  Crowds follow crowds. 
  • See beyond the early win, there has to be a GATEWAY point, the entrance or a means of access to something even bigger.   It could be getting to the masses, changing opinions or behaviours.  Return on Investment or Effort.

Here’s how Miley did in terms of strategy:  

  • Focus:  Miley’s target audience is the Hannah Montana audience, who were 10-15 when she was on that show and are now 15-20.  She focused on the biggest teen show, the MTV Awards, well-known for crazy antics and perfectly timed to spur on her album sales, of which the first single had already hit #2.  You can do anything on the MTV Awards because only the kids are watching anyway.  She knew exactly what she was doing.  
  • Early Win:  In the music industry, it’s fairly obvious that no news is bad news.  Miley thought this out and was even quoted as saying “make the talk about it for 2 weeks rather than 2 seconds”. While others did outrageous things that night.  Sadly, Miley wasn’t the craziest performance that night. Poor Lady Gaga came up in a g-string and yet, no one talked about her at all.  For 48-hours, it was hard to see the win and even I was wondering if she could manage the storm.  People were worried she had lost it. But, after the 40 year olds were done complaining about her, the 15 year olds came to her defence on twitter, where none of the 40-year olds could see.  In each subsequent interview, she came across as intelligent and….strategic. She did a great job on Saturday Night Live, making fun of herself and even saying “I’m not going to do Hannah Montana, but I can give you an update. She was murdered.”  All part of the transformation away from child star into a 20-something singer.  
  • Leverage:  She was able to leverage the energy to get these loyal fans to go buy her music.  She kept the controversy going with the launch of the “Wrecking Ball” video where she was buck naked.  Within 24 hours, the video was downloaded 19 million times and the song quickly shot to #1. 
  • Gateway:  Everyone knows the music charts are the gateway to the bigger mass audience–more radio play, more iTunes downloads and more talk value. And Bigger concert sales. Miley’s album sales were through the roof and she was named MTV Artist of the Year for 2013.  She was also named #1 Sexiest Woman by Maxim Magazine.  The re-invention of her new image complete.  Oddly enough, Miley finished #3 in the voting for Time Magazine’s Person of the Year.   Odd because there is no more mainstream publication than Time. 

Does this seem like an insane person out of control, or someone who knows exactly what she was doing?

https://www.youtube.com/watch?v=SE2L9QYrJH8

Miley is a very smart strategic “grown up”


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Do you want a team of amazing Brand Leaders?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

  

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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Why CMO’s are demanding more Creativity

CMO’s realize that it’s harder and harder to get a real competitive point of difference.  More and more, creativity in execution can help separate a brand.  But the issue is that brand management teams have gotten so conservative, the CMO feels stuck when they ask for more creativity and the team doesn’t respond. You have to create a culture of creativity where people feel safe to raise ideas.  

A Team’s culture can suck the creativity right out of Everyone

When we first walk through the doors into the marketing world, we are so gung-ho with an infinite number of ideas, that are all over the place.  These junior marketers just ooze with passion.  That’s why we hired them.  So we chain them to the desk and say “no”, “can’t” and “that will never happen” to about 90% of their ideas.   And we suck the life out of them, tell them that they are getting much more “strategic” and then promote them to Brand Manager.  At Brand Manager, we instil the fear of god into them that if they mess up anything they’ll be held accountable.  Accountable means don’t try anything stupid.  And we tell them to “stay on strategy” which is code for “play it safe”.  It’s all about ownership.  By the time we promote them to Director, they know what to do, and what NOT to do.  This is code for BORING and the USUAL.  

And the CMO takes the reigns, looks at all their first share book, the numbers look flat.  They look at their competitors taking risks, especially compared to their own team’s work.  So they figure out quickly, that making dramatic changes to the product will take time and investment.  More advertising costs money. So the simplest answer is to stand in front of the group and say “WE NEED MORE CREATIVITY” 

Here’s the problem: Teams get so stuck Following the Usual

But the problem is the team has been set up to reject creativity in favor of the safe and trusted options.  The classic launch formula: do the basic product concept testing, hope for a moderate pass.   Then meet with sales and explain how this is almost identical to the launch we did last year, and builds on the same thing we just saw our competitor do.  Re-enforce that the buyer hinted that if we did this, we’d get on the shelves pretty easily.  Go to your ad agency, with a long list of mandatories and an equally long list of benefits they can put in the ad.   Tell the agency you’re excited.   They’ll tell you they’re excited as well.  Ask for lots of options, as a pre-caution because time is tight and we’re not sure what we want.  Just hope the agency clearly understood the 7-page brief.  Test all the ads, even a few different endings, and then let the research decide who wins.  That way, no one can blame you.  Do up a safe media plan with mostly TV, some small but safe irrelevant secondary media choice.  Throw in a web site to explain the 19 reasons why we launched.   Maybe even a game on the website.  Ah, we have our launch. 

Given the current economy, shouldn’t we be taking more risks to stand out rather than playing it safe right down the middle of the road?  

This type of launch though is almost a guaranteed formula for success, because it follows last year’s launch to a tee and will be done hundreds of brands this year.  You convince yourself, you had to play it safe because sales are down, margins are tight and you will do something riskier next year once this launch is done.   What looks like a guaranteed success will likely get off to a pretty good start and then flat-line until it will be discontinued three brand managers from now.  You’ll never be fired because you never did anything wrong.  But you’ll just be part of the team that’s frustrated by the status quo of the team’s performance.  And you’ll all under “why is this happening”

At some point, to break through in a cluttered market, you’ve got to do something different to stand out:  now, more than ever.   It might feel like a risky move, but it’s almost riskier not to take that chance.

Push the team to Find your love in the art of being different

Push yourself to be different.  The most Beloved Brands are different, better or cheaper.  Or not around for very long.   Here’s a very simple model for creativity, there are four choices:

Slide1Good But Not Different (the launch outlined above) 

These do very well in tests mainly because consumers have seen it before and check the right boxes in research.   In market, it gets off to a pretty good start—since it still seems so familiar.   However, once challenged in the market by a competitor, it falters because people start to realize it is no different at all.  So they go back to their usual brand and your launch starts to go flat.  This option offers limited potential.

Not Good and Not Different:

These are the safest of safe.  Go back into the R&D lab and pick the best one you have–even if it’s not very good.   The tallest of midgets.  They do pretty well in test because of the familiarity.   In market, it gets off to a pretty good start, because it looks the same as what’s already in the market.  But pretty soon, consumers realize that it’s the same but even worse, so it fails dramatically.   What appears safe is actually highly risky.  You should have followed your instincts and not launched.  This option is a boring failure.

Different but Not that Good

Sometimes we get focused on the product first:  it offers superior technology, but not really meeting an unmet need.  So we launch what is different for the sake of being different.  It does poorly in testing.  Everyone along the way wonders why we are launching.   But in the end, consumers don’t really care about your point of difference.  And it fails.  The better mousetrap that no one cares about.

Good But Different:

These don’t always test well:  consumers don’t really know what to make of it.   Even after launched, it takes time to gain momentum, having to explain the story with potential investment and effort to really make the difference come to life.  But once consumers start to see the differences and how it meets their needs, they equate different with “good”.   It begins to gain share and generates profits for the brand.   This option offers long-term sustainability.

It will be up to you to figure out how to separate good from bad.   One caution is letting market research over-ride your own instincts.  As Steve Jobs said:  “it’s hard for consumers to tell you what they want when they’ve never seen anything remotely like it.   Yet now that people see it, they say OH MY GOD THAT’S GREAT”

We always tracked many numbers (awareness, brand link, persuasion etc), but the one I always wanted to know was “made the brand seem different”.  Whether it is new products, a new advertising campaign or media options push yourself to do something that stands out.   Don’t just settle for ok.  Always push for great.  If you don’t love the work, how do you expect your consumer to love your brand?  The opposite of different, is indifferent and who wants to be indifferent.      

In case you need any added incentive:  Albino fruit flies mate at twice the rate of normal fruit flies.   Just because they are different!   And the place where most ground hogs are run over is right in the middle of the road.  

Push the team to Find Difference through Brainstorming

The trick to a good brainstorm is very simple:   Diverge, Converge, Diverge Converge.

Diverge #1:  Quantity over Quality

Divide the room up into groups of 5 people.   I prefer to assign one leader who will be writing the ideas, pushing the group for more, throwing in some ideas of their own. A great way for the leader is to say “here’s a crazy idea, who can build on this or make it better”.  But if you catch the leader stalling, debating the ideas, then you should push that leader.  At this stage you are pushing for quantity not quality.  If you have multiple groups in the room, do a rotation where the leader stays put and the group changes.  I like having stations, where each station has a unique problem to solve.

Converge #1:  Focus on picking the best Strategic Ideas

There’s a few ways you can do this.

  • You can use voting dots where each person gets 5 or 10 dots and they can use them any way they want.  For random executional ideas, this is a great simple way.
  • If there is agreed upon criteria, you can do some type of scoring against each criteria.  High, medium, low.
  • USP 2.0If you are brainstorming product concepts or positioning statements, you might want to hold them up to the lens of how unique they are.
  • For things like naming, positioning or promotions, the leader can look at all the ideas and begin grouping them into themes.  They might start to discuss which themes seem to fit or are working the best, and use those themes for a second diverge.
  • For Tactics to an annual plan, you can use a very simple grid of Big vs Small and Easy vs Difficult.  In this case, you want to find ways to land in THE BIG EASY.  The reason you want easy is to ensure it has a good return on effort, believing effort and investment have a direct link.  

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Diverge #2:  Make the Ideas even better, richer.

The second diverge is where the magic actually happens.  You’ve got the group in a good zone.   They have seen which ideas are meeting the criteria.  Take the list from Converge #1 and push it one more time.  Make it competitive among the groups, with a $25 prize, so that people will push even harder.  

  • If you narrowed it to themes, then take each theme and push for more and better ideas under each of the themes  
  • If you looked at concepts or tactics, then take the best 8-10 ideas and have groups work on them and flush them out fully with a written concept, and come back and present them to the group.  
  • If using the grid above, then take the ideas in the big/difficult and brainstorm ways to make it easier.   And if it’s small and easy, brainstorm ways to make it bigger.

Converge #2:  Decision Time

Once you’ve done the second diverge, you’ll be starting to see the ideas getting better and more focused.  Now comes decision time.  You can narrow down to a list of ideas to take forward into testing or discussion with senior management.  You can take them forward to cost out.  You can prioritize them based on a 12 or 24 month calendar.   You can vote using some of the techniques above using voting dots.  Or you can assign a panel of those who will vote.  But you want to walk away from the meeting with a decision.

Let Brainstorming bring an energy and passion into your work.

 

Slide1 

Do you want a team of amazing Brand Leaders?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

  

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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Brand Co-Creation: Brands and Consumers get equal say in developing a Brand

Slide1There’s a lot of talk about co-creation, where both the brand and the consumer have a voice in the brand’s positioning and even the marketing.  There are those that think co-creation is a strategy and those that who treat it like a tactic.  And others that say it’s a great process to go through.  Get a bunch of consumers to help you.  But co-creation is just a new reality that brands have to work with.  

CONSUMERS HAVE A VOICE IN YOUR BRAND WHETHER YOU ASK THEM OR NOT.  FACE THE REALITY.  THE ONLY QUESTION IS ARE YOU LISTENING TO THAT VOICE?

The simplest of co-creation has always existed in marketing.  Brands tell the consumer something, who can then decide whether to believe it or not.  The simple model of stimulus (brand message) and response (consumer perception or action).  I’ve always said there is “truth in advertising, because all un-true messages are eventually rejected by the consumers”.  Yes, it used to be possible to get by with a “lie”, but it eventually catches up to you, once consumers experienced the brand.  Even in the old days, there was word of mouth, but it was just really slow. 

As a consumer, search and social media have certainly changed the way we make purchases has changed.  Before going to a movie, I check IMBD to see how it scores or even read a few reviews. I might even go on Facebook and ask “who has seen the Wolf of Wall Street?” or read someone’s tweet about how much they enjoyed the movie.  While the movie might still use traditional advertising, my on-line sources bring more influence to my decision.  Before going booking a hotel, I read the reviews on Trip Advisor.  When I want an accountant, I post on-line “who knows an accountant?”.   Quite frankly, these days I’m not sure I make a purchase without doing some homework.  With instant access to a laptop or mobile, it’s easier to look stuff up then put down my visa card. 

Managing the Buying Cycle

It’s important that brands understand where they are before deciding what type of media they should use.  love-curve-detailedI use a simple model called the Brand Love Curve, where brands go from Indifferent to Like It to Love It to a Beloved Brand for life.   At the indifferent stage, the brand is a commodity or treated like one.  It will do.  As it moves to Like It, it becomes functional, and at the Love It stage, consumers crave it.  At the Beloved Stage, it becomes a ritual, a lifestyle and a badge that consumers will argue for.  The challenge is to take the ideas of this simple love curve to your media planning.  For instance, you can’t really take a commodity-like product and say “Like Us on Facebook”.   But you can take that commodity and start to create an idea around your brand that is big enough to love, and try to push it along the Love Curve.  

Looking at the slide18Buying system, consumers generally go from Aware to Consider to Search to Buy, then they become satisfied, loyal and an outspoken fan.  Yes, at each stage consumers can influence other consumers, but the best co-creation will come from the left side of the buying system where consumers start to become proactive.  For Indifferent brands you should be trying to get noticed at the awareness and consideration stage, using search engine optimization to positively move consumers towards purchase.  But saying “Like Us on Facebook” might be the dumbest thing you could do, because you have never ever given the consumer a reason to Like You!!!   The left hand side of the buying system takes full advantage of the new social media tools, to continue to separate your brand from the competition.  If we start to think about it, this grid shows the more emotionally driven brands that push the love factor can begin having a huge competitive advantage as the most loyal consumers start selling the brand.  Back to the movie option, if I start noticing that more and more of my friends are saying positive things about a movie, that movie is going get a momentum that helps it to win at the box office, compared to the one no one is talking about.  The TV advertising for the movie is having a diminishing impact compared to the influence of consumers.  

But as the media mix has dramatically changed over the last decade,  Brand Leaders have to recognize the change in the marketing model. For generations, they talked AT the consumer, but now they have to talk WITH the consumer.  In the old school marketing, Brand Leaders were trained to try to INTERRUPT the consumer in a busy part of their day and then YELL at them over and over again.  It was all about AWARENESS-PURCHASE-LOYALTY where Awareness leads to conversion to Purchase which then the brand experience leads to Loyalty.  The new school of marketing is all about LOYALTY-AWARENESS-PURCHASE where the most loyal users will be the ones driving Awareness and the influence of the conversion to purchase.  It’s no longer about yelling at strangers on TV.  Instead, you have to engage your most loyal consumers, and they become the medium for reaching new users as they WHISPER advice to their friends.
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So What’s Co-Creation Mean for Brand Leaders

My hope is that it makes you think differently about how you are running your business.  Here’s a few questions to be asking.

  1. Who are the most motivated consumers?  When picking a target market, I now ask “who is the most likely to already be motivated by what we have to sell?”  That’s different from “who do we want to sell to?”  Realizing it’s easier to sell to someone who might already have a need.   If I’m selling mortgages, the simplest target audience is those who want to buy a house, not some traditionally defined target of upwardly mobile 25-35 year olds who are newly married with a baby.  Go to where people are shopping for the damn house stupid!!!  You can now find these people easily.  The difference is that your early sales will come from those who are already potentially enthusiastically engaged in the brand, the hope being that all that enthusiasm spills over to their group of friends and followers.  
  2. Slide1How do you create a tipping point?  Using Malcolm Gladwell’s thought process, instead of just thinking of a target market, maybe you should be thinking about who are the connectors, mavens and salesmen that will help fuel your brand through the Brand Love Curve.   The Connectors are the hub of a given network who know a diverse number of people and are highly socially engaged.  Mavens are those in the group we view as the smart knowledgeable one we might turn to when we are stuck or seek out a little expertise on a given subject.  These could be bloggers (Mommy groups) that consumers turn to for information.  The Salesman is the influencer in the group, the one who will convince you to finally “just go for it”. 
  3. How do you ensure you’re perfecting the Brand Experience, realizing that it matters more than ever? It’s not a coincidence that winning brands like Starbucks, Apple and the NFL are winning in today’s market.  They’ve almost perfected the experience they deliver. You can’t get by faking it with good advertising that isn’t backed up by a brilliant experience.  Yes, you can get some early trial, but a quick fizzle once people experience your brand.  Consumers who have a disastrous brand experience, get mad and seek vindication through social networking.  A friend of mine had a bad experience with his phone company and he created a Facebook group called “Canadians against Rogers” that now has 15,000 likes.  https://www.facebook.com/CanadiansAgainstRogers
  4. How do you Create Conversations?  While brands are used to one-way monologues, it’s time to shift towards a two-way dialog, where you answer your consumers.  McDonald’s has done a great job in getting consumers to ask them questions which they answer with full transparency.  They’ve taken that transparency to every part of how they’re doing business going as far as putting the calories on their menu board. 
A challenge to your mindset:  Do you represent your brand to the consumer or do you represent your consumer to the brand?  

 

Slide1 

Do you want to be an amazing Brand Leader?  Ask us, because we can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

 

 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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Here are resolutions for 2014 that will Challenge you to be a better Brand Leader

Happy New Year!!!   

 

2014_balloons_20131213_1922774299I’m getting older!  Yikes.  A friend of mine who had been retired once said to me “time flies so fast that breakfast seems to come every five minutes”.  I’m starting to understand that.  So here we are with another year ahead of us.  As we approach the new year, it’s a great time to come back fresh from the break and challenge yourself to get better.  In the words of T.S.  Eliot:  “For last year’s words belong to last year’s language and next year’s words await another voice”.  Here are 10 potential challenging resolutions for you, with the idea that you might pick one of these to focus on for the year. 

#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.   Consumers do not care what you do, until you care about what they want.  In 2014, be the spokesperson who represents the consumer to your team and watch the work get better.  When doing TV ads or digital ads, realize that the consumer now sees 5,000+ brand messages per day:  Would this capture their attention, would they get it and would they do anything with it?  Read the following article that puts the consumer front and center in what we do: Everything Starts and Ends with the Consumer

#2:  Ask Bigger Questions, Get Bigger Answers.  

As a senior Brand Leader, it is easy to get so wrapped up in the details of the execution that you’re making the non-strategic decisions on behalf of the team.   You have just really become the “senior” Senior Brand Manager that really annoys your team.   Instead of providing the team with a vision, challenging on strategy or teaching the team, you’re telling them to make the flash bigger and change the sell sheet to purple.  Instead of telling people what to do, why not challenge yourself to sit back slightly and ask the really tough challenging questions.  You’ll know you’ve asked a really tough question when you don’t even know the answer.   To figure out the best questions, read:  Ask Bigger Questions, Get Bigger Answers

#3: Create More Love for your Brand and you’ll drive More Power and Profits for your Brand.   

Brand Leaders are too logical for their own good.  So much so that it’s holding their brand back from being great.  To create more love for your brand, there are 5 sources of connectivity that help connect the brand with consumers and drive Brand Love, including the brand promise, the strategic choices you make, the brand’s ability to tell their story, the freshness of the product or service and the overall experience and impressions it leaves with you.  Once you have the connection with your consumers, use that power with retailers, media, competitors and even the very consumers that love you.  With added power, you’ll be able to drive bigger profits, with inelastic price, more efficiency in costs and consumers will follow your brand with every new product launch or category you enter.  Realize the magic formula and find more growth for your brand in 2014:  Love = Power = Growth = Profit.  To read more about this, follow this link:  Brand Love = Power = Profit

#4:  Focusing makes your Brand Bigger.  Lack of focus makes it Smaller.   

I still see Brand Leaders struggling to focus.   They want as broad of a selling target they can find so they can speak to everyone, yet in reality they speak with no one.  They want so many messages, mainly because they don’t know what the consumer wants, so they just say everything they can think of.   And they choose every media option because they don’t even know where they are, so they try to be everywhere.  When you don’t make a choice, you don’t make a decision.   Great marketers make choices–they use the word “or” instead of “and”.   They apply their limited resources against the biggest potential win–with a focused target, focused message and focused medium to shout it in.  They look bigger than they are to those who are the most motivated to already buy.  To challenge yourself to focus, read:  Brand Focus Makes You Bigger

#5:  At every turn, ask yourself “DO I LOVE IT?”    Reject all work that is “just ok” because OK is the enemy of Great.  

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 2014 to lead yourself with passion equal to logic and find a way to love the work you do.  Read the following article at:  Reject OK because OK is the Enemy of Greatness

#6:  Find Your Point of Difference by Being Different.   

Brand Leaders always try to find that nugget as their point of difference.   They get so logical and then try to make it a big deal in the consumers mind, even though many times the consumer does not care.  And yet, these same Brand Leaders play it so safe that their work looks and feels just like everyone else.  In 2014, push yourself to be different in your execution.  If the consumer sees 5,000 brand messages a day, they’ll only be attracted to something they’ve never seen before.  All the ‘me-too’ messages will be lost in a sea of sameness.  Whether it is new products, a new advertising campaign or media options push yourself to do something that stands out.   Don’t just settle for ok.  Always push for great.  If you don’t love the work, how do you expect your consumer to love your brand? The opposite of different, is indifferent and who wants to be indifferent.   Read the following link:  The Art of Being Different

#7:  Care More about the Careers of Your People

 The best way to connect with your team is to care about their careers.   If you are authentic i how you approach their development, they’ll do listen to your advice, follow your lead and give more effort than ever.  If they feel they are getting the training and development needed, they’ll likely stay longer with your company.   If they have added skills and motivation, their performance will be even better and if the work gets better, then the results will be better.  For you the equation is simple:  The better the people, the better the work and in turn the better the results.   To read more on how to help with their careers, read the following link:  Managing Your Marketing Career (Free Download)

#8:  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 2014, challenge yourself to realize that you need more than just you living the brand, you need everyone living and breathing it.  The best case study on how to drive the brand right into the culture is Ritz Carlton: Ritz Carlton

#9 :  Be a Better Client and Get Better Work

I get asked a lot:  “So what is it that makes someone good at advertising?”.  I always think people are looking for some type of magical answer, but the answer I give is always very simple yet if you think about it very complex:  “They can consistently get good advertising on the air and keep bad advertising off the air”.  It all starts with being a better client thought.  As David Ogilvy said “Clients get the work they deserve”.   If you are your agency’s best client, you are much more likely to get the best of their work.  To get better, read an article on the Worst Type of Clients

#10:  Be a Better Brand Leader.

Be more Consumer focused and live as though Everything Starts and Ends With the Consumer in Mind.  That’s why you got into this business isn’t it? Follow Your Instincts and use the gut feel of Marketing.   If you have more fun, so to will the consumer.  Revel in Ambiguity and be more patient with Ideas.   It’s ok not to know for a little bit because that’s when the best answers come to the surface.  Actively Listen and  use more questions than answers.  Focus on the People and the Results will come.  Here is an article for you:  Eight Brand Leader Behaviors

I really hope you try one of these out in 2014.   And I hope you see the difference.  

Here’s to a Great Year in 2014!

Do you want to be an amazing Brand Leader?  We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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So…what is a Brand?

BBI Learning LogoSometimes when I introduce myself, I’ll say:  “Hi, I’m a Brand Strategy Consultant, the three most mis-understood words in business”.   I think I need a new introduction, but save that for another story.  The problem about the word “BRAND” is a lot of really smart people still see brand as a name, a logo, an identity and possibly a slogan.  I am writing this to stretch your minds a little, to start to see brand as an idea that can help make your business bigger.  

There’s a lot of debate in this industry on what makes a great brand.

  • On the one hand, there are those in the industry who want to believe that brand is all about the product or service.  Brand to them is very simple, 100% rational and there is almost a ‘what you see is what you get’ view of brand.  The product is the brand.  Even with a brand like Apple, they’ll say it’s because Apple has “great products”.
  • The other side believes that brand is all about equity and success comes  strictly from an emotional connection, no matter how exciting or boring the category.  They tend to think that great communication can over come any product deficiencies.

This division shows up in various places, including how companies organize their people and resources.  There’s too many companies set up with “product departments” and “brand departments”.   I also hear the term “brand tax” where the product budgets pay percent of their marketing spend towards the brand.  And finally, I’ll hear “no that’s not our decision, that’s BRAND’s decision”.   And in walks the ad agency and the client might say “this is an equity spot, but we want to put a 5-second tag of the new flavour at the end”.

A brand is not just a logo. I think it’s important for Brand Leaders to know what a brand is so that they don’t do what The Gap did 3 years ago when their brand was in trouble.  With The Gap in trouble for over a decade, instead of looking at what was wrong with the brand (dull clothing, internal culture, connecting to the target, and stretching the brand too thinly to baby gap and maternity gap) the management team did what too many leaders do–they changed the logo.  The new logo, heavily criticized, only lasted one week before they went back. 

Slide1

So what is a Brand?

A Brand is a unique idea, perceived in the minds and hearts of the consumer, consistently delivered by the experience,  creating a bond, power and profit, beyond what the product itself could achieve.

Let’s break that definition down.

Part 1: “unique idea”

Brands are based on a unique idea, promise or reputation.  Slide1Yes, most brands start as a product or service, but the best brands find an idea to make the brand even bigger than the original product.  The idea is big enough for consumers to love, and the brand’s idea becomes a DNA or Brand Essence that you’ll see and feel in every part of the brand.  These days as things are so competitive, and consumers have so much access to information, I do think brands need to find a uniqueness, because there really are only four options for brands: 1) better 2) different 3) cheaper or 4) not around for very long.   Push yourself to find your brand’s unique point of difference and create a big idea that you can use to manage every part of your brand.

The big idea for the Apple brand is that it takes out the complexity and makes it so simple that everyone can be part of the future.  Everything from there falls under that big idea–the promise, strategy, story, freshness and the experience.

Slide1

Part 2: “perceived in the minds and hearts of the consumer”

The image of the brand is no longer owned by the brand, if it ever was owned.  At best, we can send out brand messages but the consumer still gets to decide whether or not those messages fit with their perception of the brand.  I always say “there is truth in advertising, because all un-true messages are rejected by the consumer”.   Too many Brand Leaders go rational, but the reality is that brands are 50% rational and 50% emotional.  With social media, the consumer has even more ownership over the brand’s image as their own messaging now carries more weight than your basic TV ad.   This is called co-creation, where both you as the brand leader and the consumer own the brand messaging together.  I believe Brand Managers should make the choice to represent their consumer back to the brand, rather than representing the brand out to the consumer.  You should act as the consumer advocate, telling your brand what your consumer wants.

Part 3: “consistently delivered by the brand’s experience”

A brand really is stamp to ensure consistency.  Before Kellogg’s decided to brand their own corn flakes back in 1906, consumers would go into town and scoop out corn flakes out of a bin, with a random experience because who knows which farmer made them that day.  But now with Kellogg’s the consumer could expect the same experience in every bowl.  Fast forward today, as the landscape is even more competitive and the brand experience is everything.   Look at the amazing brands in the market place, like Starbucks,  NFL, Disney and Apple and you’ll see each brand backs up their brand promise by constantly over-delivering upon the expectations.   As brands hit the loved stage, making sure you nail the experience helps re-enforce loyalty and builds brand rituals into the lives of consumers.

Part 4:  “creating a bond, power and profit, beyond what the product itself could achieve”

The most beloved brands are based on an idea that is worth loving.   It is the idea that connects the Brand with consumers.  And under the Brand Idea are 5 sources of connectivity that help connect the brand with consumers and drive Brand Love, including the brand promise, the strategic choices you make, the brand’s ability to tell their story, the freshness of the product or service and the overall experience and impressions it leaves with you.  Everyone wants to debate what makes a great brand–whether it’s the product, the advertising, the experience or through consumers.  It is not just one or the other–it’s the collective connection of all these things that make a brand beloved.

Generating Love for the Brand

  1. The brand’s promise sets up the positioning, as you focus on a key target with one main benefit you offer.  Brands need to be either better, different or cheaper.  Or else not around for very long.  “Me-too” brands have a short window before being squeezed out.  How relevant, simple and compelling the brand positioning is impacts the potential love for the brand.
  2. The most beloved brands create an experience that over-delivers the promise.  How your culture and organization are set up can make or break that experience.  Hiring the best people, creating service values that employees can deliver against and having processes that eliminate service leakage.  The culture attacks the brand’s weaknesses and fixes them before the competition can attack.  With a Beloved Brand, the culture and brand become one.
  3. Brands also make focused strategic choices that start with identifying where the brand is on the Brand Love Curve going from Indifferent to Like It to Love It and all the way to Beloved status.   Marketing is not just activity, but rather focused activity–based on strategy with an ROI mindset.  Where you are on the curve might help you make strategic and tactical choices such as media, innovation and service levels.
  4. The most beloved brands have a freshness of innovation, staying one-step ahead of the consumers.  The idea of the brand helps acting as an internal beacon to help frame the R&D.  Every new product has to back that idea.  At Apple, every new product must deliver simplicity and at Volvo, it must focus on safety.  .
  5. Beloved brands can tell the brand story through great advertising in paid media, through earned media either in the mainstream press or through social media.  Beloved Brands use each of these media choices to connect with consumers and have a bit of magic to their work.

Love = Power = Profit.  Once you align all 5 of the connections, you’ll create a strong bond with your consumers.  That bond becomes a source of power for your brand, whether that power is with the very consumers who love your brand, versus retailers, suppliers, competitors, influencers, employees or even versus the media.  Once you’re able to generate power for your brand, you can then turn that into profit, whether driving price, cost control, market share or increasing the market size.

Slide1

The more love you can create for your brand, the more power and profits you can generate.  This idea of brand love has to translate down into every detail of how you run your business.  The challenging message for Brand Leaders is that if you don’t love the work you do how do you expect the consumer to love your brand.  OK is always the enemy of greatness holding you back from achieving your full potential.

A Beloved Brand is an idea worth loving

Do you want to be an amazing Brand Leader?  I know we can help you.  

Read more on how to utilize our Brand Leadership Learning Center, where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

 

 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands how we can help train you to be a better brand leader.

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