New John Lewis 2016 Christmas ad finally released and it falls a little flat

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I feel like a little kid who races downstairs only to be disappointed by my gift. And then I feel bad about it. I am one of those who love the John Lewis Christmas ads and starts to think about it around early October.

And yet, this year, I just feel “blah”.

Once a year, brand fans await the latest installment of the John Lewis Christmas ad. So much attention, that it creates media hysteria trying to predict when it will be launched. John Lewis took advantage of that hype to use three little 10-second teasers with #BounceBounce to build up the anticipation.

The ad is OK, but not great.

It’s cute, but not brilliant.

It falls a little flat, compared to previous John Lewis ads.

Here is the ad, and before I lose you I have put all the John Lewis Christmas ads below for you to compare with.

 

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.

 

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

The people at John Lewis felt that last year’s spot was “too sad” and they didn’t want to do “sad-vertising” anymore. Personally, I loved last year’s spot. It did bring a tear to my eye, but in a good way. John Lewis has also said they are trying to tap into the insight that 2016 has been a tough year, with Brexit and the US elections. Wouldn’t a more elaborate story be a better escape for consumers?

 

John Lewis has created a legacy around Christmas that is tough to live up to

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. But what they have not done yet, is sold out to the pressure. Each year, the ads have 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.

 

Rachel Swift, head of brand marketing at John Lewis, says “It is has become part of our handwriting as a brand. It’s about storytelling through music and emotion. The sentiment behind that hasn’t changed – and that is quite intentional. The strategy behind our campaigns is always about thoughtful gifting.”

Let’s use that summary to see how well the 2016 spot lives up to the John Lewis ads of the past?

  • There is not much of a story.
  • It is not very emotional at all.
  • It is not really about thoughtful gifting.
  • No one in the ad even seems happy.

In my view, 2016 ad falls flat and now I have to turn my attention to other retailers to see what they do. My hope is someone does something extra special. Right now John Lewis is the gold standard for Christmas ads and this latest puts them at risk that another retailer easily outshines them.

 

 

The history of John Lewis Ads

Here is last year’s spot, that might have gone overboard on sad. But I truly loved it.

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.

 

Here are the John Lewis spots from the last few years and you can tell me which one you like the best.

2014:  Monty the Penguin:

 

Here is the one from 2011, about the boy who couldn’t wait for Christmas. You will notice this year’s Man on the Moon feels very similar.

 

This is also a great one from 2010

 

And you can see the one from 2009.

 

In 2012, the “snowman” ad felt bit too dark for me with 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.

 

I also found the 2013 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.

 

I guess I’ll have to wait for the 2017 John Lewis Christmas ad!  🙁

 

Christmas is 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. Here is a link to the 7 best Holiday ads for last year:

Our 7 favorite Holiday ads of 2015. Have your say.

 

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, we promise that we will make your brand stronger and your brand leaders smarter. 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 use workshop sessions to help your team create a winning brand positioning that separates your brand in the market, write focused brand plans that everyone can follow and we help you find advertising that drives growth for your brand. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. Our Beloved Brands training center offers 10 training workshops to get your team of brand leaders ready for success in brand management–including strategic and analytical thinking, writing brand plans, positioning statements and creative brief, making decisions on creative advertising and media plans.

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.

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The “Gut Instincts Check List” to help you judge Advertising

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If you think the idea that one needs a checklist for your gut feeling of something sounds crazy, then you likely have never been a Brand Manager before. You might not get this article.

As a Brand Leader, our brains can be all over the place, running from a forecasting meeting to talking with a scientist about a new ingredient to trying to do a presentation for management. And all of a sudden, we jump into a creative meeting and we need to find our instincts. All of a sudden, they are completely lost. We might come into the room still thinking about the financial error we just discovered, or what our VP wants from this ad. We might still be thinking about whether we should have known the market share in the food channel when our VP asked for it and we said you had to look it up.

I see many Brand Leaders show up in a confused state, unable to lead the process and incapable of making a decision. The check list is designed to get you back to where you should be. Relax. Smile. Have fun. If you did all the work on the positioning, the brand strategy and the brief, this is supposed to be your reward. The creative advertising should express all the work you have done. If great advertising is like the perfect gift that you never thought to get yourself, then you have to be in the right mindset to receive your gift. It should be a complete surprise, but as soon as you see it for the first time, you know it is just perfect.

 

Here are 8 key questions that will help you reach down inside to find your instincts that might feel lost:

 

1. Do you love the ad? Do you want this to be your legacy? (Your Passion)

What is your first reaction? 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. Ask if you would you be proud of this as your legacy. Your feedback to your agency should be “I get that the ad could be effective, but I just don’t love it. And I want to make sure that I love it before we make it.” There is no reason ever to put out crap in the current crowded cluttered world of brand messaging. Ask for something better. A good agency should respect that.

2. Does the ad express what you wrote in your brand strategy? (Fit with plan)

Does it work? What is your immediate reaction when you reach for your instincts? Many times, instincts get hidden away because of the job. Relax, be yourself in the zone, so you can soak it in, right in the meeting. The goal of great advertising is to find that space where it is creatively different enough to break through the clutter and smartly strategic to drive the desired intentions of the consumer.  From what I have seen, Brand Leaders tense up when the creative gets “too different” yet they should be scared when it seems “too familiar”.  Be careful that you don’t quickly reject out of fear.

3. Will the ad motivate consumers to do what you want them to do? (See, Think, Feel, Act)

In the Creative Brief, you should have forced a decision on one desired outcome that you wanted for your consumer. Just one. If you are offering something new, the ad should be about the visualization in order to stimulate awareness. If you are trying to get consumers to their mind about your brand, the ad should get them to think differently about your brand. If you are trying to tighten the bond with your consumer, the ad should get consumers to feel something different. And finally, where you are trying to drive the consumer to purchase, the ad should prompt an action. Just as you should force yourself to have one objective in the brief, you can only have one objective in the Ad.

4. Is the Big Idea the driving force behind all the creative elements? (Express Big Idea)

The Creative Idea has to express the brand’s Big Idea through the work. It should be the Creative Idea of the Advertising that does the hard work to draw the Attention, tell the Brand story, Communicate benefit and Stick. Make sure that you see a Creative Idea coming through and make sure that Creative Idea is a fit with your brand’s Big Idea that you spent so much effort developing. Make the Creative Idea flows through the ad and is central to every aspect of the ad. If there is no Creative Idea that holds everything together, you should reject the work immediately.

5. Is the ad interesting enough to break through the clutter? (Gain Attention)

Will this Ad get noticed in a crowded media world?  Keep in mind as to what type of brand you are, relative to the involvement and importance. The lower the involvement, the harder it will be to break through that clutter. Higher involvement brands have it much easier as the consumers are naturally drawn to them, and these brands add one more distraction to the lower involvement type brands.  With the consumers seeing 7,000 ads per day, if your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight. Embrace creativity. Do not fear it.

6. Is the brand central to the story of the ad? (High on Branding)

Will people recall your brand as part of the ad?  You should be trying to see where the Creative Idea helps to tell the story of the relationship between the consumer and the brand. Even more powerful are the Ads that show the consumers view of the brand through interesting consumer insights. Make sure you don’t just jam your brand awkwardly into various elements of the brand. It has been proven that it is not how much branding there is, but about how close the brand fits to the climax of the ad. Avoid the type of ads that run away from your brand, where your brand is not even central to the story. These ads think that making your boring brand a part of a creative ad will help your brand seem less boring. It won’t work. Embrace the advertising tries to  make your brand seem as interesting as possible, because the ad finds a way to connect the brand with the consumer.

7. Does the ad communicate your brand’s main benefit? (Communicates what you need)

There is a Marketing myth out there that if I tell the consumer a lot of different things, then maybe they will at least hear one of them. Try that at a cocktail party next time and you will soon learn how stupid this myth really is. Tell them ONE thing over and over, and the consumer will remember what your brand stands for. Just ask Volvo.  To make your one thing more interesting, tap into the insights of the consumer to helps tell the brand’s life story and focus on the ONE main message you laid out in the brief. Keep your story easy to understand, not just about what you say, but how you say it.

8. How campaign-able is the ad? Does it work across various mediums, with all products? Will it last over time? (Stickiness)

To build a consistent experience over time to drive a consistent reputation in the minds and hearts of the consumer, you want to look for an Advertising idea that can last 3-5 years, that will work across any possible medium (paid, earned, social), that will work across your entire product line up as well as new launches in the future. Think of being proud enough in the work to leave a legacy for your successor. Force your brain into the longer term.

If you feel a lot of pressure from being in the hot seat as the client in a Creative Meeting, you should. 

For many Brand Leaders, being on the hot seat in the creative meeting feels like your brain is spinning. Too many thoughts in your head will get in the way of smart thinking. What you do with that pressure will the make or break between being OK at advertising and great at advertising. I always say to Brand Leaders, “If you knew that being a better client would make your execution better, could you actually show up better?”

The style and tone in which you give feedback to an agency can make an ad better, or destroy it before it’s ever made. Be a passionate brand leader, open with your feelings, challenge the work to be better, take chances, reward effort and celebrate successes together.

In most Marketing careers, we are only on the hot seat for such a short period. We make so few ads that can have such dramatic impact on our brand. As a junior Marketer, we might be observing our boss on the hot seat, and you can’t yet feel what it is like till you are there. As we move beyond the hot seat to a Senior Marketing role, we will miss the days of those pressure moments. Make the most of it. Enjoy it.

Advertising should be fun. If you are having fun, so too will the consumer. 

To read more on Marketing Execution, here is the workshop we take brand leaders through to help make them smarter.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. 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 use workshop sessions to help your team create a winning brand positioning that separates your brand in the market, write focused brand plans that everyone can follow and we help you find advertising that drives growth for your brand. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. Our Beloved Brands training center offers 10 training workshops to get your team of brand leaders ready for success in brand management–including strategic and analytical thinking, writing brand plans, positioning statements and creative brief, making decisions on creative advertising and media plans.

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.

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How to run the creative Advertising process before it runs you

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As the Brand Leader, you play the most crucial role in getting amazing Marketing Execution. Keep in mind that an OK agency can do great work on a great client. But a great Agency can fail with a bad client. In that regard, the client matters the most. If you knew that being a better client would make your execution better, could you actually show up better? The biggest challenge for most Brand Leaders is to stay focused on your vision at every stage, always inspire and yet challenge.

It can be a very complex process. Make sure you run the process before it runs you.

Here are the 10 steps in the creative Advertising process that you need to manage: 

  1. Strategy Pre Work: This is the homework you do before you even write the brief. Go deep on finding the consumer insights and consumer enemy. Understand the brand positioning, the Big Idea and then lay out a Brand Concept. From your Brand Plan, and then know how the overall brand strategy plays out into the Brand Communications Plan. Only once you have all the homework done, should you take a pen to the creative brief.
  2. Focused Brief: Sitting with your Agency, map out a Creative Brief that will create the right box that the ad must play. From your homework you should have a tight objective, insights, strategic desired response, knowledge of what main benefit will resonate and what support points (RTB) should move forward into the advertising.
  3. Creative Expectations: It always surprises me that the first time Brand Leaders meet the creative team is at the first creative meeting. This seems like an old-school way for the Account team to control both the client and the creative team. However, I believe the best advertising is highly personal. You will need a personal relationship with the creative team. Just after signing off on the brief, you should request to meet the creative team to help convey your vision, passion, strategy and needs to the team. This is a great chance to inspire and push for great work.
  4. Tissue Session: When you have a completely new campaign or one that has a high risk to it, I would recommend having a tissue session before the creative meeting. This is where the creative team can present 10-20 ideas that are not really fully fleshed out. It is a good chance to focus the team, either encouraging them to keep exploring further or talk about how it might not fit. Focus on big ideas, push for better.
  5. Creative Meeting: How you show up as the Brand Leader at the first creative meeting can make a huge difference. Think of it like a first date. You have to stay positive and only focus only on big picture. You will need to give direction and make decisions. However, do not use this time to add your own solutions. Don’t get too wrapped up in the details as there is plenty of time to keep working those. Stay inspiring as there is a long road ahead of you.
  6. Feedback Memo: We recommend that you work it out with the Agency ahead of time that you will give a feedback memo 48 hours after the creative meeting. This gives you the chance to gather your thoughts, balancing your instincts and your strategic thinking. In the memo, you can ask or clarify the details that you did not talk about in the creative meeting. However, even at this stage, you should avoid giving YOUR specific solutions. Use the feedback memo as a chance to create a new box, that continues to evolve from the creative brief.
  7. Ad Testing: The use of Ad Testing can depend on how timing, budget or degree of risk. Where you have a new major campaign, you should potentially test 3 ideas that you feel have the best chance to project your brand positioning, communicate the main benefit, break through with consumers and motivate them to purchase. You can use either qualitative focus group style feedback that will help your instincts, or quantitative testing that will replicate how it might do in the market. However, you should use testing to confirm your pick, not make your decision.
  8. Gain Approval: Even though we have this as the eighth step, you should keep your boss aware at each stage, especially the creative brief and first creative meeting stage. They should be aligned with the feedback you give. However, you will still need to sell in the Ad. Be ready to fight any resisters to make it happen. With every great ad I ever made had a share of resistors. However, with every bad ad, I seemed to be the only resistor trying not to make it.
  9. Production: The production process can be a very complex project. Remember that you have zero real expertise in this area. Don’t even pretend you do. Stay engaged, listen and make decisions. Your main role is to manage the tone to ensure that it fits with the brand. First, you always should deliver as close to the original spot that was approved. Think of this as the base version that you know your boss will approve. Once you get that, you can then explore how to make it even better. I always thought that we should get more than we need, just in case it looks different by the time we get to the final edits.
  10. Post Production: As you move to the post production stage, you become even less of an expert. Many clients stay close to their account person. I have always believed you should talk directly with and leverage every expert you come across. Stand with the editor and ask questions. The added personal approach will enable you to get the most out of each of the experts.

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To read more on How to lead the Marketing Execution, here is our workshop that we lead on Analytical Thinking.

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. 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 use workshop sessions to help your team create a winning brand positioning that separates your brand in the market, write focused brand plans that everyone can follow and we help you find advertising that drives growth for your brand. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. Our Beloved Brands training center offers 10 training workshops to get your team of brand leaders ready for success in brand management–including strategic and analytical thinking, writing brand plans, positioning statements and creative brief, making decisions on creative advertising and media plans.

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.

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Airbnb nails the brand experience marketing better than the rest

Posted on Leave a commentPosted in Beloved Brands in the Market

bnb_billboard_01-2000x1125I have always been a traveller, more than a tourist. I would love to live everywhere in the world. I don’t need a hotel. Back in the 1990’s, I figured out that it was better to rent a place for a week, and live there, not really just visit. However, this is completely pre-technology. My first venture was in Peebles Scotland, where I found an amazing place through the classified section of the newspaper. Do you even know where Peebles is?  I didn’t until I saw the wee little classified ad in the Toronto Star. I then met the person, saw photos and hand them cash. I had an amazing time. The flat was the top half of a house, in a small village 30 minutes south of Edinburgh. Then throughout the 1990’s, I found a place in Menton, France, then Brugges Belgium, then Igls, Austria and finally, Whangarei, New Zealand. Still no technology. It was not really easy finding these gems around the world. It was like finding a needle in a haystack. But, ever so rewarding when I did find them. I’ve been so lucky to have stayed in so many great places.

Airbnb takes all the hard work I was doing and puts it right in front of the consumer. Screen Shot 2016-07-18 at 6.44.58 AMYou can sort by city, even down to the neighborhood, sort by the type of residence, specify a few needs (e.g. wifi) and then put in your price range. With most, you can see 15-20 photos to give  you an idea. You can also see reviews, but they need help in that department to ensure honesty.  (e.g. It looks like everyone hands out 4’s and 5’s). You make your choice, select the dates, provide government I.D. to ensure it is really you and then off your offer goes to the owner. Moments later, or when they wake up, the reply saying yes. There is a bit of hunting that goes on, but it is so much easier than everything I used to do. My next trip is to Australia later in the year, with a beach front condo in Bondi Beach in Sydney for a week and then we have a harbor front view booked for Cairnes. Just perfect. So much easier booking with Airbnb.

Don’t just go there. Live there.

Airbnb has nailed the creation of the big idea of “Don’t just go there. Live there.” It replaces their original big idea of “Imagine a world where you can belong anywhere”, which felt a bit dreamy and disconnected from the reality of the product they were offering. Airbnb’s own data says that 86% of the consumers who use Airbnb are  pick the platform because they want to live more like a local. Exactly the same reasoning I was looking up places in newspapers. That insight of living rather than visiting inspired the brand’s latest and largest marketing campaign, “Live There.”

At Beloved Brands, we have created a model that shows how to take your big idea down to every part of your business through 5 consumer touch-points: brand promise, brand story, innovation, purchase moment and the consumer experience.

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While Airbnb has created a great experience with their system, they are taking it a step further with their advertising and their smart use of partnerships around the world to express the brand’s point of difference versus hotels. The latest advertising really caught my attention as they nailed the insight that speaks to those of us who want to live there. According to Airbnb, 52 percent of these younger-minded U.S. travelers find crowds at major tourist attractions to be more stressful than doing a tax return, while 47 percent don’t like to be labeled as tourists when they go to a new place. Such an arresting spot.

 

 

In a partnership with the Art Institute of Chicago, they were able to recreate Van Gogh’s famous bedroom to be rented for $13 a night on Airbnb. While it showcases the museum, for Airbnb, it really brings their brand experience to life, saying anything is possible.

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Next, to embed the brand experience through the culture, Airbnb built their new office in Singapore around the actual homes on Airbnb to showcase the vast diversity of destinations on offer through the community-driven platform. These include an apartment in Batignolles, Andy Warhol-inspired art loft in Bangkok, a caravan in Cornwall, a villa in Kuta, amongst others.

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“Airbnb has never been a traditional workplace. At Airbnb, we want to create the sense of travel when we welcome people into our office,” said Airbnb Asia-Pacific regional director Julian Persaud. “Simply having photos of unique accommodation and far-off places are not enough, we want our employees and guests to experience the feeling you get when you travel.”

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As a sports fan, Airbnb partnered with the Air Canada Center in my hometown of Toronto to provide an amazing experience for a couple. They converted one of the executive suites at the arena into a place to stay for a couple. They saw a hockey and basketball game, then skated on the ice and shot on the court. Have a look:

 

 

What can you do to bring your brand experience to life?

To read how to create a beloved brand, read the following presentation:

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.

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How to be a great Assistant Brand Manager…and of course, get Promoted

Posted on Leave a commentPosted in How to Guide for Marketers

In my 20 years of CPG marketing, I must have interviewed 1,000 potential Assistant Brand Managers. I was lucky to have hired some of the best, who have gone on to have very strong marketing careers. I became notorious for asking for some of the toughest questions, some even bizarre. I always asked an analytical question to see if they could piece together lots of data and tell a story that made sense. I’d ask a creative question to see if they had a certain flare and pride in the output. I’d ask a problem solving question, some very hard, no real right answer, but I wanted to see how they actually think. And finally, I wanted to know that they had done something at a very high level–it didn’t matter what–but I wanted to know they could make it happen, whatever it was in. Getting that first ABM job is NOT EASY!  I had many failed interviews over the years that I began to wonder if it would ever happen. I remember one interview ended after about 8 minutes when she found out I didn’t have any experience. Thank god, I stuck with it.

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But even after gruelling interviews, only about 50% of Assistant Brand Managers get promoted to Brand Manager. So what separates the ok ABM from the great ABM that gets promoted?  There are two factors that I have seen in a consistent manner:  #1:  They get what they need and #2:  What they need is the right thing to do.  Very simply put, great ABMs get both.   The rest either fail on #1 or #2.    

Keep in mind there are some core marketing values you want to adopt over the years as an ABM that will serve you well in your career.

  • Hit deadlines: Never look out of control or sloppy. Marketers have enough to do, that things will just stockpile on each other. In Marketing, there are no extensions, just missed opportunities.
  • Know your business: Don’t get caught off-guard. Make sure you are asking the questions and carrying forward the knowledge.
  • Open communication: No surprises. Keep everyone aware of what’s going on. Present upwards with an action plan of what to do with it.
  • Listen and decide: It is crucial that we seek to understand and equally important that we give direction or push towards the end path.
  • We must get better: When we don’t know something, speak in an “asking way”, but when we know, speak in a “telling way”.
  • We control our destiny: We run the brands, they do not run us. Be slightly ahead of the game, not chasing your work to completion. Proactively look for opportunity in the market, and work quickly to take advantage.
  • Regular feedback for growth: Always seek out and accept feedback, good or bad, as a lesson for you. Not a personal attack or setback.

The Five Factors that Separate Ok ABMs from the Great ABMs are:

  1. A great ABM is able to tell stories, where others just see data: There is tons of data all over—share results, tracking, test scores, etc. One of the most critical skill an ABM can work on is developing stories with the data. It’s one thing to have the data point, but another to have thought it through and know what it means, and what action you will take on this data. Look for patterns or data breaks, ask questions, start putting together stories and challenge the stories. Use stories backed up by data to sell your recommendations. Never give a data point without a story or action. You risk letting someone else take your data and run with it or tell a story different from yours.
  2. A great ABM takes action and moves before being asked: Most of the projects for ABMs are already set by your manager. When you are new, it’s comfortable to wait for your projects. But don’t get in the habit of waiting for someone to create your project list. But a great ABM starts to push ideas into the system and create their own project list. Some of the best ideas come with a fresh set of eyes and we need a continual influx of new ideas. We also start to see the ABM making good decisions, on their own, and communicating to their boss. Not asking permission but telling what they want to do and look for the head nod. Know what’s in your scope and align with your manager.
  3. A great ABM can get what they want: Instead of just functionally managing the steps of the project, great ABM’s “make it happen”: faster, bigger and better. Faster means you understand what are the important milestones that need to be hit. Manage the bottle necks: the task that have the longest completion time, that impact the entire project. Sometimes you need to push with an inflexible but motivating fist to get it done.
    Bigger means you want to do more than is required. You find that magic to make it even have a bigger impact. Creative solutions or motivating others to do more. Better means you have to take the same people and get them to give their best ideas or their best effort or their best work. Guaranteed you will meet many points of resistance. Every project will. Solving these and still getting the most you can, is what separates the great ABMs from the rest.
  4. A great ABM puts their strategic thoughts forward. You need to be a strategic thinker—asking the right questions to ensure you are focused on the right area, where you can gain a positional power that leads to higher growth and profit for your brand. Ensure you are staying strategic and not just falling in love with some execution not aligned to your brand’s strategy. It’s so easy to be lost in your own “cool” projects. At the ABM level, showing that you can keep things aligned to the strategic is just as important as being strategic. Speak up and represent your strategic thinking. Standing up for your thoughts shows that you are in the game, that you are thinking, and that you believe in your strategic thoughts. Silent ABMs never last.
  5. A great ABM is accountable in the ownership of their work: Accountability is the stepping stone to ownership. And the ownership of the brand is a sign you can be a Brand Manager. We need to see that before giving you your own brand.
    Great ABMs motivate but don’t delegate. If you have to step in, then jump in. You cannot let things slip or miss. You have to stay on top of the timelines and lead those on your project teams. You have to be action oriented, and solution focused. You can never allow your team to get stuck. Be the hub of communication to all team members, and to key stakeholders, including upwards to your manager.

If you can do those better than your peers, then you’ll get promoted. Conversely, if you’re missing any one of these, you might not get there. I hope your boss gives you a quarterly review because I believe ABMs can grow so fast that you need those regular check-ins. If you just get an annual review, you won’t go as fast. Ask for feedback, cherish it, and use the next 90 days to build on a strength or eliminate a gap.

One thing to keep in mind is the Idiot Curve. The basic rule is: You get dumber before you get smarter.   

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When you first land the ABM job, there’s just so much to learn, it’s like drinking from a fire hose. I find it takes 3 months to get back to being just as smart as you were on the first day. It’s over-whelming at first, and yet you see all these other ABMs doing it so that’s even more intimidating. But the idiot curve is inevitable. It just shows up differently for each person. No matter how hard you fight it, you have to ride the curve. (But, please fight through the curve, you have to for your survival) The idiot curve normally lasts up to 3 months, and then things just start to click. And you’ll experience it in a new and exciting way you can’t even predict.  

ABM roles are hard, but all the work you do now will pay off the rest of your career.  

Here’s a presentation on how to have a successful Marketing Career.

 

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.

GR bio Jun 2016.001

A client’s view on what makes a great Advertising agency

Posted on 4 CommentsPosted in How to Guide for Marketers

It seems that clients are firing ad agencies very quickly these days.  

I’m half way old enough that I’m straddling the fence on whether agencies are as good as the old days. But it seems that there are pitches going on constantly, and yet no one is really wanting to look themselves the mirror and say “Am I part of the problem?”Marketing Execution 2016.018

I’ve been brought in a few times to look at the situation. The first thing I normally tell the Brand Leader is “you have to fire yourself first” and then see if the agency is still bad. The best clients respect the process, the agency and their own judgment. And yet, most Brand Leaders under-estimate the role the client plays in getting to great creative. As a Brand Leader, if you knew that showing up better would get you better advertising, do you think you could?  If there are 100 steps in every advertising development stage and you show up OK at each step, how are you possibly thinking you’ll end up with a GREAT ad at the end?  

 

What makes for a great Advertising Agency?

I come at this from the vantage of a client, having spent 20 years working as a Brand Leader.  I’m not an Ad Agency guy,but I’ve seen some great agencies and some not so good.  Here is my list of what makes a great Agency:

  1. They work for you, not your boss. While your boss pays them and has the final say, the best agencies still know you are the client. Nothing worse than a client service person constantly trying to go above your head. The best way for an agency to earn your trust is to consistently demonstrate that they work for you. That trust will earn them a seat, along side you, at the table of your boss. You will know they have your back and will support your recommendation, not cave at the whim of your boss.    
  2. They understand your goals, your issues and your strategies. They write briefs that are on your brand strategy and deliver work that expresses your brand strategy. Yes, the modern agency struggles to write advertising strategies that align to the Brand’s strategy. Just as though clients are not trained enough in the areas of strategy and planning, I see the same thing on the Agency side. As margins are squeezed, the first casualty is strategic planning. Yet, that might be one of the most important. I’d prefer to have a great strategic planner on the brand than have 5 client services people each show up taking notes at meetings.  
  3. They make work that drives demand and sells more widgets, not work that just win awards. Awards are part of the agency world–helping to motivate creative people and establishing the agency reputation in the market. I once had an agency person say: “we can’t write that strategy because it will make for boring work”. The balance of winning awards and selling more widgets always has to side with selling more widgets. I’m really tired of agencies starting off creative meetings with the “we are so excited” line. You want an agency that comes into a room and says “we have an ad for you that will sell more of your product”.  
  4. They give options. And they don’t always 100% agree. Come on agencies. We are in year 100 of making ads and you haven’t figured out yet that the clients like options. Each option has to deliver the strategy. Nothing worse than agencies who tear apart the brief and deliver options for each part of the brief. (e.g. here’s one for the younger audience, here’s one that does fast really well and here’s one that does long-lasting) That’s not creative options, that’s now strategic options.Marketing Execution 2016.025 We collectively decide on the strategy before the creative process begins, not meander the strategy during the creative process. As clients, options give us comfort. But even more importantly, options treat us with respect that we can still make the right decision.  
  5. Agencies are not territorial. They are transparent allowing you open and free access to their planners and creative people. It’s really the account people here. Good account people allow you to communicate directly with the creative team. Most great creative teams that I have worked with want direct access to the client, rather than have it be filtered through a series of contact reports.  
  6. They adjust and easily take feedback. Agencies serve at the pleasure of the client. Every client is unique and the best agencies adjust to that style. Not only the company but even the individual. I used to sit with my Account leader every quarter and go through how we can each get better. Some clients aren’t even doing annual agency performance reviews.  
  7. They are positive and already motivated to work on your brand. While I do encourage clients to motivate their agencies, it’s much easier to motivate someone who is already motivated.  When I see a 25-year old account person openly complaining, I see that as a problem with the culture of the agency, not a problem for the client to have to figure out. I’m now on the service side as a consultant, and we can never openly complain.  
  8. They teach. When I was a new Brand Manager, my client services person (Leslie Boscheratto) taught me more about advertising than any client should have to learn. In fact, I’m still embarrassed at how little I knew, yet thrilled at how much I learned from that team at Bates back in the mid 90s.  
  9. They act like you are their only client. And you feel important to them, no matter what share your budget is of the overall agency. Why sign you up as a client and then keep reminding you that they have Coke, Budweiser or Dove. When you are with me, treat me as though I’m the most important client in the world.  
  10. Trusted Advisor: They are a trusted advisor who will give you real advice, not just on advertising but on your performance and on the overall brand.  Most senior agency folks have seen plenty of clients come and go. Never be afraid to find a quiet moment with your agency person and ask two simple questions: “what can I do better” and “what do your best clients do that I could learn from”.

You’ll notice the one thing missing from my list is “They Make Great Work”.  That’s a given because that’s the only reason you hire an agency. Yes, some agencies make better work than others. But even those agencies that make great work, also make bad work. And if we were to look at why, it would likely start with the relationship, processes or interactions. So if the client can fix what they are doing wrong and the agency can show up right, then you should be able to make good work together.  

Making great advertising should be simple, but it is very hard to do. 

Here’s a presentation on How to get better Marketing Execution

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

 GR bio Jun 2016.001

How to find your brand’s ideal Consumer target profile

Posted on Leave a commentPosted in How to Guide for Marketers
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As part of the positioning exercise, we recommend that you put together a complete Consumer Profile that outlines the focused definition of the target, add flavor with needs, enemies and insights and then talk about where they are now and where you’d like to move the consumer in the future.

Who is your ideal consumer target?

Everything starts and ends with the consumer in mind. We believe that spreading your limited resources across an entire population is cost-prohibitive and will provide you with a low return on investment and low return on effort, that will eventually drain your brand. While targeting everyone “just in case” might feel safe at first, it is actually less safe because you never get to see the full impact of the resources you apply. Too many Marketers seems to think that the way to make your brand bigger is to be able to appeal to a bigger, broader target. Positioning 2016 ExtractWe take a different approach believing that instead of going after who you want the most, we recommend that you should go after those consumers who are the most motivated by what you do. To get Brand Leaders to focus their target, we show three types of targets: selling target, marketing target and program target.

  • Selling Target: Of course you should sell to anyone who wants to buy. I just wouldn’t spend my money against this large of a target. You can always reactively sell to anyone who engage and show interest in your brand, regardless if they fit your ideal target. However, as every brand is constrained by limited resources, we just don’t recommend that you spend your limited marketing resources against this large of a target, especially when you have seen no signs that they will respond enough to provide an efficient pay back.
  • Marketing Target: The best marketers know exactly who is their ideal consumer. In the new world of Marketing, we can know more and more about these people. We recommend that you focus your limited resources on those consumers that are the most motivated by what your brand offers, those most likely respond to your brand story or your product offering, which then provides you with the fastest and highest return on investment and return on effort.
  • Program Target: Specific campaign target that you hope to move to think, feel or do with your specific marketing program.

A few years ago, I was working with bank who told me that their target market for a first time mortgage (home loan) was 18-65, new customers, current customers and employees. Sarcastically, I said, “You have forgotten tourists and prisoners”. As I pressed to help them narrow their consumer target, they pushed back saying that they didn’t want to alienate anyone “just in case” someone outside the usual target wanted a home loan. While the odd 64-year-old might be tired of renting for the past 40 years and wanting to finally buy their first home, they would not be offended if there was a 32 year old in the advertising. The reality is that first time home owners are usually in their late 20’s or early 30’s, and they usually spend 6-12 months looking for a house. No one buys a house on impulse. And no one ever wanted a mortgage, without buying a house. The target should be: “28-33, already considering buying a house within the next year and nervous about their debt load.” Imagine the difference that focused target market will make in the brand message and in the media choices you might make now. For instance, instead of just randomly advertising to everyone on mass media, you can focus your resources where the consumer would be most open to your message. You could advertise on real estate websites, take out billboard ads outside of the new housing developments and buy radio ads on Saturday when people are looking at new homes. The focused target market helps focus your resources on those consumers most likely to respond to your brand messages.

Realizing not everyone can like you is the first step to focusing all your attention on those that can love you. It becomes all about choices and you will be much more effective at convincing a segment of the population to choose your brand because of the assets and promise that you have that match up perfectly to what they want. The best brands don’t go after consumers, they create a desire and connection, to get consumers to go after the brand. The best way to get consumers motivated is to tap into their need states, to understand their frustration points they may have and to connect by showing that you understand them. Motivating someone to buy your brand should start with the consumer not your product. You have to understand consumers, to match your brand up to their needs, wants and desires. Done right, if you can make consumers want to buy, then you will never have to sell.

Who is your consumer’s enemies that you will fight?

While regular products solve regular problems, the most beloved brands beat down the enemies that torment consumers every day. What are your consumer’s frustration point that they feel no one is even noticing or addressing? For instance, the Disney brand fights off the consumer enemy of “growing up”, while Volvo fights off the consumer enemy of “other drivers” or Starbucks fights off the consumer enemy of a “hectic life”. Shifting from solving a rational consumer problem to beating down a consumer enemy is the starting point to reaching into the emotional state of your consumer. Positioning 2016 Extract 2

Put yourself in the shoes of your Starbucks consumer, who is a 38-year-old mom with two kids. She wakes up at 6:15 am, not only to get ready for work, but to get everyone in the house ready for their day. She drops off one kid at daycare, the other at public school and then rushes into the office for 8:30 am. She drives a van, not because she wants to but because it is a great transportation choice for carrying all the equipment needed for after-school activities, including soccer, dance, tutoring and ice hockey. It never stops. No one is really old enough to thank her, the only appreciations are random moments of celebration or a hug at the end of a long day. Just after getting both to bed, she slinks into her bed exhausted. What is her enemy? Her enemy is the hectic life that she leads. If only she had a 15-minute moment to escape from it all. She doesn’t want to run from it, because she does love her life. She just needs a nice little break. A place where there is no play land, but rather nice leather seats. There are no loud screams, just nice acoustic music. There are no happy meals, just nice pastries have a European touch. Not only does she feel appreciated, but the cool 21-year-old college student not only knows her name but knows her favorite drink. Starbucks does an amazing job in understanding and fighting off the consumer’s enemy, giving her a nice 15-minute moment of escape in the middle of her day. Yes, the Starbucks product is coffee, but the Starbucks brand is about moments. Starbucks provides a personal moment of escape from a hectic life, between work and home. If you want to show that you better understand your consumer’s pain points, think of how you would project the enemy to the consumer that you are fighting on their behalf.

Consumer Insights

We think of Consumer Insights as secrets that we have discovered and then use to our brand’s advantage. To paint the picture of our consumer target, you should use Consumer Insights to help to crystallize secrets, thoughts and stories that bring the consumer to life. The dictionary definition of the word Insight is “seeing below the surface”. Too many people think data, trends and facts are insights. I always do this little test asking if this is an insight: “Consumers in Brazil brush their teeth 4x a day compared with only 1.8 times per day for Americans”. All we know is one piece of data and if we don’t find out more, we might make a mistake. It might be that Brazilians stand closer to each other, or they eat spicier foods or they have a lack fluoride in their water system, or Brazilians believe they are the most beautiful people on the planet.

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The dictionary definition of the word Insight is “seeing below the surface”. To get deeper, when you come across a data point, you have to keep looking, listening, and asking yourself “so what does that mean for the consumer” until you have an “AHA moment”. You have to understand beneath the surface to turn the data point into knowledge and even wisdom about the consumer.

You can start with observations, trends, market facts and research data, but only when you start asking the right questions do you get closer to where you can summarize the insight. Look and listen for the consumer’s beliefs, attitudes and behaviors that help explain how they think, feel or act in relationship to your brand or category. Because the facts are merely on the surface, you have to dig, or you will miss out on the depth of the explanation of the underlying feelings within the consumers that caused the data. Think beyond the specific category insights and think about life insights or even societal trends that could impact changing behavior.

Get in the consumer’s shoes, then observe, listen and understand how they think, act, feel and behave. You have to know their fears, motivations, frustrations and desires. Learn their secrets, that only they know, even if they can’t explain. Learn to use their voice. Build that little secret into your message, using their language, so they’ll know you are talking to them. We call this little secret the consumer insight. Good insights get in the SHOES of your consumer and use their VOICE. We force every insight to be written starting with the word “I” to get the Marketer into the shoes of the consumer and force them to put the insight in quotes to use their voice.Creative Brief 2016.035

When portrayed with the brand’s message, whether on packaging, an advertisement or at the purchase moment, the consumer insight is the first thing that consumers connect with. When consumers see the insight portrayed, we make them think: “That’s exactly how I feel. I thought I was the only one who felt like that.” This is what engages consumers and triggers their motivation and desire to purchase. The consumers think we must be talking to them, even if it looks like we are talking to millions. If we want consumers to believe the brand is for them, then the insight is the first signal that says “we get you, you should listen to us”. It is not easy to explain a secret to a person who doesn’t even know how to explain their own secret. Try it with a friend and you will fail miserably. Imagine how hard it is to find that secret and portray it back to an entire group of consumers. Safe to say, consumer insights are hard to find.

Knowing the secrets of your consumers is a very powerful asset. An insight should ONLY connect with the audience you are talking to. I hate when people say, “We don’t want to alienate others”. The best brand communication should be like whispering an inside-joke that only you and your friend get. Yes, when we target, we actually do want to alienate others. That’s the only way we will truly connect. Your ability to harness those secrets into creating insights that are arresting or intriguing, fuels the creative spirit as you tell your brand’s story, launch new innovation and move the consumer through to the purchase moment. After all, there is one source of revenue, not the product you sell, but the consumers who buy. In a tough competitive market, your ability to harness the secrets of your consumers that only you know, is a huge potential competitive advantage.

How do you define your consumer?

At Beloved Brands, we lead workshops to help teams build their Brand Positioning Statement, helping the team find the target, main benefits, reason to believe.  Click on the Powerpoint file below to view:

 

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.

 

GR bio Jun 2016.001

How to find the ideal Consumer Benefit for your brand

Posted on 1 CommentPosted in How to Guide for Marketers

What is the right consumer benefit?

The 4 elements of a winning Brand Positioning statement include who you will serve, where you play, where you will win then why the consumer should they believe us. Simply put, that’s the target, category, main benefit and support points.

Before you just write out a random brand positioning statement, we recommend that you dig deeper on doing the homework that helps uncover options and then focuses you on the best possible space to own. Positioning has a sense of ambiguity and uncertainty, which means randomness is only an intuitive guess on your part. Having a process that grounds your thinking will ensure you are owning the best space. I always think the positioning statement takes everything you know about the brand and narrows the focus to only those things that matter. The homework helps to lay out everything you know, and then your decision making helps to focus on the elements that matter.

  1. Who is in the consumer target? What slice of the population will be the most motivated to buy what you do? The first thing to decide is the consumer target, which should be your first point of focus, so that you can find the slice of the population that will be the most motivated by what you do. The mistake for many Marketers is they think about who you want, and they forget to ask who wants you. Who is the most motivated to buy what you do?
  2. Where do you play? What is the frame of reference that helps to define the space in the marketplace that you compete in? We then frame the positioning by determining the category you play in, defining the competitors you will position yourself against. No one really operates in a blue ocean space, as positioning is always relative to some other choice the consumer can make.
  3. Where do you win? We then need to determine the main promise you will make to the consumer target, in the sense of a benefit for the consumer, both the rational and emotional. Think about what does the customer get, and how does it make them feel?
  4. Why should they believe us? Finally, we will look to understand what support points are needed to back up the main promise you are making. These support points have to support the main benefit, not just random claims or features that you want to jam into your brand message.
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The homework is hard, but the output provides clarity when you begin writing a brand positioning statement that will help focus you on what is unique, own-able, and motivating to consumers. One of the biggest mistakes brands make is speaking at the consumer with features (what you do) and not benefits (what they get). The old saying is, “features tell, but benefits sell”. Stop telling consumers what you do and start telling them what they get and how it will make them feel.

The first thing you want to do is to know up your brand’s core strength.

There are four options for what Core Strength your brand can win on: product, promise, experience or price. Many brand leaders have their marketing strategy wrong, when it comes to aligning everything behind the right strength. Which core strength can really impact your brand positioning. Product and experience brands have to be better, promise brands have to be different, price brands have to be cheaper.

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Here’s a simple little game that we play with executive teams. We provide them with 4 chips against the 4 choices of product, promise, experience or price. They have to put one at the highest competitive importance, two at the mid level and then force one to be at the low level. Try it and you will be surprised that your team struggles to agree. You may also find that you are at one strength now and figure it is time to shift your brand marketing to become focused on something else.

  • Product: your main strategy should focus on being better. You have to invest in Innovation to stay ahead of competitors, remaining the superior choice in the category.
  • Promise: your strategy should focus on being different. To tell that story, you need to invest in emotional brand communication. You want to connect consumers on a deep emotional level with the concept.
  • Experience: your strategy and organization should focus on linking culture very closely to your brand. After all, your people are your product. As you go to market, invest in influencer and social media that can help support and spread the word of your experience.
  • Price: focus on efficiency and drive low-cost into the products you sell and high turns and high volume. You have to be better at the fundamentals around production and sourcing.
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Just like any decision, it’s hard to just pick one. But if you start to think about it more and more, you will see how different each of these four choices really are.

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The next decision is the main benefit you want to focus on. Doing a Consumer Benefits Ladder helps to organize your thinking as a great tool for bringing the benefits to life. The best way to work the Consumer Benefits Ladder is to hold a brainstorming session with everyone who works on the brand so you can:

  • Leverage all the available research to brief the team, helping define the consumer target and get all the consumer insights and need states out.
  • List out all the features that your brand offers, and the brand assets it brings to the table. Make sure that these features are competitive advantages.
  • Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Ask up to 5 times and push the answers into a richer zone.
  • Then find the emotional benefit by asking “so how does that make me feel?” As you did above, keep asking, and you’ll begin to see a deeper emotional space you can play in and own.
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Put all the information of the group brainstorm into a Consumer Benefits Ladder Worksheet. You can put more on this list than you can use, either using market research to help narrow your focus or making tough decisions on what you where you want to go.

What are the emotional benefits?

From my experience, Marketers are better at the rational benefits than they are at the emotional benefits. I swear every brand out there thinks their brand should be the trusted, reliable and yet like-able brand. As a brand, you want to own the emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers. Companies like Hotspex have mapped out all the emotional zones for consumers. I’m not a researcher, but if you’re interested in this methodology contact Hotspex at http://www.hotspex.biz We have taken this research method and created an Emotional Cheat Sheet for Brand Leaders. This lists out the 8 major emotional consumer zones, optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge.

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To own a space in the consumer’s heart, you want to own and dominate one of zones, always thinking relation to what your competitor may own. Do not choose a list of emotions from all over the map, or you will just confuse your consumer as much as trying to own a long list of rational benefits. Once you narrow the major emotional zone you can own, you can use the supporting words of the Emotional Cheat Sheet to add flavor.

We always recommend that you speak with consumers in terms of benefits, not features. They don’t care what you do, until you care about what they get. Put yourself in their shoes and start asking “so what do I get?” to help frame the rational benefit and “how does I feel?” to find the emotional benefit. You will become a much more powerfully connected brand.

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At Beloved Brands, we lead workshops to help teams build their Brand Positioning Statement, helping the team find the target, main benefits, reason to believe.  Click on the Powerpoint file below to view:

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.

GR bio Jun 2016.001

 

Who is your consumer’s enemies that you will fight on their behalf?

Posted on Leave a commentPosted in Beloved Brands Explained

While regular products solve regular problems, the most beloved brands beat down the enemies that torment consumers every day. Positioning-2016.027What are your consumer’s frustration point that they feel no one is even noticing or addressing? For instance, the Disney brand fights off the consumer enemy of “growing up”, while Volvo fights off the consumer enemy of “other drivers” or Starbucks fights off the consumer enemy of a “hectic life”. Shifting from solving a rational consumer problem to beating down a consumer enemy is the starting point to reaching into the emotional state of your consumer.

Starbucks fights off the enemy of the hectic life

Put yourself in the shoes of your Starbucks consumer, who is a 38-year-old mom with two kids. She wakes up at 6:15 am, not only to get ready for work, but to get everyone in the house ready for their day. She drops off one kid at daycare, the other at public school and then rushes into the office for 8:30 am. She drives a van, not because she wants to but because it is a great transportation choice for carrying all the equipment needed for after-school activities, including soccer, dance, tutoring and ice hockey. It never stops. No one is really old enough to thank her, the only appreciations are random moments of celebration or a hug at the end of a long day. Just after getting both to bed, she slinks into her bed exhausted. What is her enemy? a03e0da8-fac7-11e3-acc6-12313b090d61-medium-1Her enemy is the hectic life that she leads. If only she had a 15-minute moment to escape from it all. She doesn’t want to run from it, because she does love her life. She just needs a nice little break. A place where there is no play land, but rather nice leather seats. There are no loud screams, just nice acoustic music. There are no happy meals, just nice pastries have a European touch. Not only does she feel appreciated, but the cool 21-year-old college student not only knows her name but knows her favorite drink. Starbucks does an amazing job in understanding and fighting off the consumer’s enemy, giving her a nice 15-minute moment of escape in the middle of her day.

Yes, the Starbucks product is coffee, but the Starbucks brand is about moments. Starbucks provides a personal moment of escape from a hectic life, between work and home. They fight off the consumer enemy of the hectic life.

Apple fights off the enemy of frustration

Unless you work in IT, you likely find computers extremely frustrating. We have all sat at our computer wanting to pull our hair out. computer-frustrationExamples of computer frustration includes spending 38 minutes to figure out how print, getting error message 6303 that says “close all files open and reboot” or if you have ever bought a new computer and you need to load up 13 disks and 3 manuals to read before you can even email your friend to tell them how amazing your computer is. Apple has recognized the frustration that consumers go through and capitalized on the enemy of frustration with PCs with the famous TV campaign of “Hi I’m a Mac,….and I’m a PC”, helping to demonstrate the many issues around computer set up, viruses and trying to make the most of your computer.  As soon as you open the box you can use the new computer, Macs are intuitive, aligned to how consumers think, not how IT people think. You can even take classes to learn.

Yes, the Apple product is about computers tablets and phones, but the Apple brand makes technology so simple that everyone can be part of the future. They fight off the consumer enemy of frustration with technology.

If you want to show that you better understand your consumers, how would you project the enemy that you are fighting on their behalf.

 

Understanding the consumer is the first step in writing a winning brand positioning statement. To read more on brand positioning, here’s our workshop we run for brand teams:

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 416-885-3911You can also find us on Twitter @belovedbrands. 

GR bio Jun 2016.001

A casual and cool Prime Minister Justin Trudeau sells a new type of Canada

Posted on Leave a commentPosted in Beloved Brands Explained

CgpID6RUgAE5OKIAs a Canadian, I am used to Canada being very low-key on the world stage. However, all that seems to be changing with the election of Prime Minister Justin Trudeau. For me, it started the morning after we elected Trudeau back in the fall of 2015, when one of my friends texted me “I hear you have a hot new Prime Minister”.

Trudeau is young (44), good-looking with modern liberal views, outspoken on his support for women, native Canadians and newly minted Syrian refugees. Imagine a politician in these times not only pushing for Syrian refugees, but he showed up at the airport to welcome them to Canada. Trudeau’s trip to Washington made the news, with a similar impact as how Prince William or Harry might generate. He had a tremendous impact on President Obama who referred to him as the most popular Canadian ever. Trudeau is making most of the top 100 most influential lists.

Here’s the type of Prime Minister we have here in Canada, as he welcomes Syrian refugees at the airport.

 

 

 

And now Trudeau is literally selling Canada.

Tourism Canada has caught on to Trudeau being one of their bigger assets to re-positioning Canada as modern, hip, cosmopolitan and accepting, hoping to attract tourists from around the world. Especially those Americans feeling disenfranchised by the current political climate in the US Presidential race. Recently, the Canadian visa website has been flooded with download requests.CO-Truedeau04.JPG

Research shows that tourism is up 8.5% for Canada, and about 1 in 10 Americans have considered a vacation to Canada, although they have expressed concerns about potential cold weather and the perceived lack of urban sophistication. Both of these are misguided stereotypes. Just so everyone knows, Vancouver weather is identical to Seattle (both rarely ever get snow) and Toronto is just like Chicago or Boston (a mix of snow in winter and heat in the summer). As for urban sophistication, Canada has a very urban population (80% of Canadians live in urban areas), and Toronto is the 4th largest metropolitan area in North America. Those who visit talk about how clean Canada is, how safe they feel and how friendly the people are. Many of the Canadian cities are consistently rated as some of the best cities in the world. We have some of the greatest natural beauties in the world, with the Rockies of the West or Newfoundland of the East.

Below is a new Canadian tourism video, prominently featuring Trudeau, that was just released by Destination Canada. He nails some all the key talking points, showing our culinary sophistication, talking about the diversity of Canadians and just showing a very casual coolness that feels different than a politician would normally project themselves. He even talks about a consumer insight that I’ve always been fond of: “Canada has such a beautiful diversity, that it is one the only places where you can’t tell who is local and who is a tourist”. Have a look, and see if this guy is more casual and at ease with people than Obama or Bill Clinton or Tony Blair.

 

 

Now whether this type of low-key casual spot is enough to drive tourism sales in Canada, we likely can expect Trudeau’s next 5 years as Prime Minister will continue to drive intrigue and knowledge of the new emerging Canada. Below is a YouTube clip of Trudeau (a former teacher) explaining Quantum computing–and my guess is that most views are not to learn more about computers.

 

 

 

Would you consider traveling to Canada?

 

To read more about brand positioning, here’s a workshop we run:

 

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. 

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