Tag Archive: Apple

Is it time we admit that the Apple BRAND is better than the Apple PRODUCT?

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Apple is clearly the brand of our generation. In our house, we have an iMac desktop, 2 iPads, 3 iPhones, and two MacBooks.  I love Apple. But this past spring, as my phone contract expired, I started to wonder if I get the iPhone 5S or wait for the iPhone 6.  I was a free agent, and started to look around. I looked at the Android, but like many “Apple fans”, I viewed them as the competition, like a NY Yankee fan might view the Boston Red Sox. The more I dug in, the more I realized the Android phone was quite better than the iPhone: bigger screen, faster processor, better camera.  So I bought a Samsung Galaxy Note 3. Whaaaat? That’s right. A Samsung. I felt like a cult member who snuck out of the compound one night and drooled when I saw the Samsung phone. I could see the Galaxy was light years ahead of my iPhone.  Now that I see the iPhone 6, I’m glad I bought the Samsung instead of waiting.  

Yes, the Apple iPhone 6 news kinda fizzled, but does that matter anymore?

I’m no tech expert, but the iPhone 6 feels a very incremental technology. I’m sure it does a few things I’m not aware of or could appreciate. Financial analysts were so bored by the launch, many downgraded the stock. Yes, the Apple stock price is extremely high, but maybe it’s time for the stock to stop living and dying based on the next great launch.  And maybe, it’s time for us to realize that Apple has shifted from a product driven brand to an idea driven brand.  The real reason people buy Apple is the BIG IDEA that “We make technology so SIMPLE, everyone can be part of the future”. With Apple, it has become less about how we think about the product and more how we feel about the brand. While Samsung has a better product than they do a brand, Apple now has a better brand than they do a product.  Samsung can’t get past talking features instead of benefits, offering almost zero emotional connection beyond the product.  Apple has created such an intensely tight bond with their consumers, they are more powerful than your average monopoly. Apple uses that power with the very consumers who love them, against competitors who try to imitate them and through every type of media or potential key influencer in the market. Below we have mapped out the Brand Strategy Road Map for the the Apple brand.  

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Apple isn’t really a technology leader, and likely never was. Yes, Apple had an amazing decade of new products from 2001-2011 that gave us the iPod, iTunes, Macbook Air, iPhone and iPad, but Apple is 
a quick follower who figure out the mistakes the technology leaders make and then cleans them up for the mass market. Apple exploits the fact that the first to market technologies are so badly launched (mp3 players, on-line music and tablets) the average consumer never really sees them, leaving the perception that Apple is the innovator. Apple’s product strategy is: “We bring technology that is simple and consumer friendly across a broad array of electronics products. Products have simple stylish designs, user-friendly functionality, convenience and speed.”  Apple’s brand story, told through great advertising like “Mac vs PC” is: “Technology shouldn’t be intimidating or frustrating. We make it simple enough so you can be engaged right away, do more and get more, with every Apple product you are use.”   As an example below, the  beautiful ads over the past year are less about the product features and more about how the brand makes you feel.  

 

The most Beautiful Apple Product Apple is now their P&L statement

Maybe we just need to relax on these Apple launches and admire Apple’s Profit and Loss statements.  Apple is going to sell about 80 million iPhone 6’s and I bet the iPhone 6 will be under many Christmas trees this year. Stores continue to be packed–it’s tough to even get an appointment.  The Apple retail stores have the highest sales per square foot, almost twice the #2 store, which is Tiffany’s selling diamond rings.  

Apple is now a huge mass market corporate brand, with a market capitalization of $600 billion, 3 times the value of companies like Coke, Procter & Gamble, Pfizer and IBM.  Apple has moved from the challenger type brand to the “king of the castle” brand. Back in the 1980s, IBM was the “drive the BMW, wear a blue suit with polished shoes” type brand, while Apple was “comfortable in your VW Bug, tee-shirt and sandals” brand. Apple was the alternative, anti-corporate, artist. But that’s changed. As much as Apple fought off and won against the corporate arrogant brands like IBM, Microsoft and Sony, they’ve now become that very type of corporate brand.

At Beloved Brands, we believe the more loved a brand is by it’s consumers, the more powerful and profitable that brand can be.  The best example of this model is the Apple brand. 

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In researching the Apple brand, and as a true brand geek like me, when I opened up their P&L statement I almost gushed:  I drooled over the compound annual growth rate, stared at the margin % and was in awe of how their fixed marketing spend stayed constant as the sales went through the roof.  It’s the P&L that every Brand Leader wants to leave for the next guy.  

Apple Brand > Apple Product

At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To read more on the programs we offer, click on the Powerpoint presentation below:

We make Brands better. We make Brand Leaders better.™

We offer Brand Coaching, where we promise to make your Brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your Brand’s full potential. For our Brand Leader Training, we promise to make your team of Brand Leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

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The day Apple’s Arrogance cost themselves a very loyal customer

applelogoI love Apple.  I own a MacBook Air, an iMac, iPad mini and an iPhone 4S. My kids both have iPhones and MacBook Pros.  But yesterday, I bought a Samsung Galaxy Note 3.  Whaaaat?   Yes, that’s right.  A Samsung.  

I still feel weird about it.  But I’ll recover. I know this article will bring out the Apple lovers.  Don’t worry, I’m one of you.  But with my new phone, I feel like a cult member who snuck out of the compound one night and drooled when I saw the Samsung phone.  I could see it was light years ahead of my phone. I feel the same way I felt back in 2010 when I escaped my Blackberry cult and bought my iPhone.  

Two hard realities for most people in the Apple army to realize.

  1. Apple is a big mass corporate brand. It’s no longer an artistic challenger brand.  That will be some tough medicine for the most loyal of Apple users who first bought into the brand in the 1980s.  
  2. Apple’s post Steve Jobs innovation has been incremental and not leap frog.  The reality is that R&D pipelines are long lead cycle times, so this is really still Jobs’ pipeline.  But it’s relatively dry compared to the previous decade of riches.  

Apple has changed:  They’ve moved from the challenger brand to the “king of the castle” brand.   Apple used to be the alternative, anti-corporate, artistic, “we try harder” type brand.  IBM was the BMW, blue suit and polished shoes brand, while Apple was VW Bug, tee shirt and sandals brand.  But as much as Apple fought off the arrogant brands like IBM, Microsoft and Sony, they’ve now become that brand. And with that shift, we now see an attitude change–we are seeing a certain Apple arrogance that almost says “come on, where else are you going to go?”  That’s human nature to feel that way as most who now work at Apple are now cult members who joined Apple because they loved the brand.  But that arrogance has a danger to it of thinking you can do no wrong and feel no real competition. Confidence is healthy, arrogance is not. 

Apple has slowed down:  Sales are still strong but thats as the laggard type mass market now enjoys the lead generation products of a few years ago. Next time you’re in an Apple store, look at the table where they are teaching classes and you’ll see a few Senior Citizens. Sales and margins are seeing record highs the past year, but since the middle of 2012, the stock price has floated up and down around $600. If you held stock for the past 24 months, you’re at a break even position.  The high sales are how of how Apple is  doing now, but the stock price is an indication the market is still confused by Apple’s future. If the big play for Apple is China, there’s a good likelihood North America won’t see any leap frog advances for a few years.

I write about Brands all the time.  Samsung has a better product than they do a brand. The reality is the Samsung phone is a better product. It is faster, bigger, and has so many more features than the iPhone. 

Yesterday, I went into my Apple store to upgrade my Iphone 4S to a 5S.  And I asked the strange question:  “so, I’m a current iPhone user and Apple lover, and wondering what price discount that gets me”.  I guess I was using my opening line from when I last bought a car.  It seems like buying a car, so why not. Plus my Scottish blood makes me always eager to save a few bucks.  The guy in the blue shirt looked at me strangely and said “the price of the new iPhone 5S would be $299 with a two year plan.”  So I said, “so there’s no real benefit for me, being an owner of so many Apple products to staying with the Apple brand?”  And he got a bit huffy and said “other than owning a beautiful phone…no”. The guy got up and walked away on me, almost mad that I would even ask.  I felt snubbed.  I wasn’t really expecting a big discount or anything.  But nothing. Here I am in club. And I would get the same deal as a customer walking in off the street. I’m loyal to Apple, but is Apple loyal back to me?  Nope. 

And I smiled like that cult member who could now see a bit of freedom.

So, I went and bought a Samsung Galaxy Note 3.

The most Beloved Brands have to attack themselves before being attacked by competitors.  There’s a reason why Starbucks closed every store for one day to retrain their baristas.  They attacked themselves before competitors could.  And there’s a reason why Sony has lost market leadership in every category they play in.  Arrogance.  I’m afraid Apple’s arrogance has them blindly marching forward, feeling invincible knowing the passion of their cult will follow.  I’m only one customer.  No big deal. But once you’re done fulfilling all the orders of the laggards, then what?  The biggest point of being a beloved brand is to love the consumer.  

I guess like many relationships, I hit my breaking point.  And the guy in the blue shirt basically said “it’s not you, it’s me”.   Now, let me figure out how to send an email on my new phone.  

 

As Oscar Wilde said: “Never love anyone who treats you like you are ordinary”

To go deeper on the Apple, here’s an article  I wrote 18 months ago, outlining how Apple is not delivering on their brand promise:   Apple: What Goes Up, Might Come Down  Not much has changed since.  

 

How loved is your brand?

We believe a brand’s source of power is the emotional feelings it generates. With that power comes added profitability.

In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life. At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings. Consumers become outspoken fans. It’s this connection that helps drive power for your brand: power versus competitors, versus customers, versus suppliers and even versus the same consumers you’re connected with. The farther along the curve, the more power for the brand. It’s important that you understand where your brand sits on the Love Curve and begin figuring out how to move it along towards becoming a Beloved Brand. With the power of connection, the brand can leverage that power into increased growth and profits. To read more, follow this presentation.

 

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New holiday ad from Apple will bring a sweet tear to your eye

applelogoThere have been some great Christmas ads over the years and this latest from Apple is a very nice spot.  I love this ad.  Not just for the emotion it conveys but for the use of the brand as the hero in the ad.  The iPhone does create a little bit of magic.  Last year, I created my own photo book using the Apple’s on-line service.  It turned all the photos I take into a beautiful album.  If you are looking for a Christmas gift for a loved one, I would recommend you give it a shot.  It’s very easy. If I can do it, so can you .  Here’s the link:  Printing a Photo Book

In this 90 second TV ad, it shows a typical teenager hanging onto this iPhone constantly, and then from there, the magic happens.  

Enjoy.

If you like this story…

Last month I posted a Google Ad that makes everyone cry. It’s from India and does such a good job incorporating Google as an enabler.  Click here: New Google Ad Will Make You Cry

John Lewis to me is the King of all Christmas Ads.  Here’s story I did last month on the 2013 ad, but showing all the Christmas Ads that they’ve done.  My favourite of the ads is the 2011 version.  Click here:  New John Lewis Christmas Ad

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

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:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.
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Is Samsung a beloved brand? Not quite, but it’s really likeable.

Samsung is a classic product-driven brand, but has struggled to reach that next level where it becomes an idea brand.  I know the first thing people will say:  Does it matter if they love Samsung?  Well, my argument is that the more beloved the brand, the more power it can command and the more profit it can generate.  Profit has to matter, right?  

I like Samsung Products a lot!  But there’s not Brand Idea

Samsung-LogoSamsung has amazing products.  The TV’s are fantastic, high quality good designs and good prices.  The laundry products appear to be best in class, going beyond LG.   And the Samsung phones are amazing–leading Android technology with many consumers saying they are ahead of Apple.  The leading market share backs that up.  

But what’s the unifying idea behind Samsung?   Has Samsung created such a following that their most loyal consumers wouldn’t even look at another competitor?  Would they follow Samsung into a new category just because they buy into the brand?  Does Samsung elicit that crazed passion we see in Apple consumers?  This week, Apple launched a pretty good new phone, and we saw the usual line ups, running consumers and even a fight this time.  

There are enough Apple haters, but are they Samsung lovers?  

Samsung tried last year to go head-to-head with the Apple brand by mocking Apple, which tapped nicely into those who are sick of Apple and their fan club.  But there was very little in the ad that made us love Samsung.  

The problem for Samsung is they keep talking features and not benefits.  Even in that ad above, the only thing you take away is you can share song lists and you get a bigger screen.  There’s no talk of benefits, either rational or emotional.  In a technology battle, features are easy to duplicate but benefits are harder to replicate.  And the ad has no real brand idea, likely because the folks at Samsung don’t seem to know what their brand idea is.  

Where is Samsung on the Brand Love Curve?

In the consumer’s mind, brands sit on a hypothetical Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life.  Knowing where you on the curve allows you to understand how much connectivity and power your brand has in the marketplace.


At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings.  Consumers become outspoken fans.  It’s this connection that helps drive power for your brand: power versus competitors, versus customers, versus suppliers and even versus the same consumers you’re connected with.  And with that power, you can generate more profit for your brand–through higher prices, lower cost, new categories or market share.  It’s important that brands understand where they sit on the Love Curve and begin figuring out how to move it along towards becoming a more Beloved Brand.  

While filled with fantastic products, the Samsung brand feels stuck at “Like It”.  Part of what separates “Like” from “Love” is the lack of the emotional connection.  When consumers start feeling more and thinking less, it shifts the discussion from just the product features to connecting to the brand idea.  slide1

The question that has to be bugging Samsung is How loyal and passionate is the Samsung consumer base?  If Samsung loses the technological advantage behind Android (which is slightly out of their control) then will they lose their customer base as well?  The head-to-head comparison with Apple might have Samsung winning on share, but Apple’s brand love still generates profit margins almost 4x that of Samsung.  And when Apple launches a new phone, we see line ups, people running to get into the store and even a reported fist fight in line.  Samsung would die for the connectivity with their consumer base and die for those margins.

Most beloved brands are based on an idea 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

      1. brand promise
      2. strategic choices you make
      3. brand’s ability to tell their story
      4. freshness of the product or service
      5. 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.  

Looking at those 5 connections, Samsung promises high quality, modern products at a good price.  And they deliver.  They do a great job on product freshness–especially in TVs and most recently phones and appliances.  But that’s where Samsung gets stuck:  they are just a promise and a product.  They fail on the Samsung story where we can’t see a unifying brand idea to help tell a consistent story across the Samsung brand.  And once we see them start turning their features into benefits for the consumer, we’ll start to see Samsung control the end experience for that consumer.  All beloved brands create an experience beyond the product, and it’s that experience that keeps consumers loyal and engaged with the brand.  

Samsung could learn from Apple

The Apple brand idea is all about simplicity.  The people at Apple take the technology out of the technology to make it so simple that everyone can be part of the future.  They align all their new products to this promise, whether it’s iPhones, Mac Books or iPads.  Apple lines up the story through advertising, social media and the use of key influencers.  And the retail stores deliver the experience of simplicity.

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Samsung could also learn from the now famous Steve Jobs quote that you  “You’ve got to start with the customer experience and work back toward the technology – not the other way”.  If Samsung were to get into the shoes of the consumer and see the world through their eyes, they might start talking benefits, they might find a brand idea that unifies all the Samsung product lines and they might find that experience to take Samsung to the next level.

Hey Samsung:  Stop being just the “next best product feature” and find a brand idea to build around.    

 

For a presentation on how to write a Positioning Statement, follow:

 

 

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.  We believe the thinking that got you here, will not get you where you want to go.  grOur 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 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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How Brand Leaders can get great Advertising: the ABC’s of Good Copy

BBI Learning LogoMaking great advertising is very hard.  Good marketers make it look simple, but they have good solid training and likely some good solid experience.  As Brand Leaders sit in the room, looking at new advertising ideas, most are ill-prepared as to how to judge what makes good advertising and what makes bad.  It’s a myth that great marketing is learned strictly “on the job”.  I also say “you are likely to screw up your first five ads”.  ANd if you do one a year, that’s 5 years of advertising.  So, how well prepared are you?  An ill prepared Brand Leader will more than likely deliver a poor ad.  There are fundamentals to help ensure that your instincts are the right instincts.  How many hours of training have you had on giving direction to a creative team?   How many times did you role-play giving feedback to the agency?  How good was the coaching you received on your feedback?  Not only do you need the fundamentals through solid training, but you likely need someone coaching you through a role-playing exercise.

How will you show up?  Are you ready?  Or will you just be another brilliant Brand Leader who can’t seem to make a great ad on their own brand?

Too many Brand Leaders sit there confused, brief in hand, but not sure whether they like it or not sure whether any of the scripts will do much for them.  The four questions you should be asking:

    • Will this ad attract Attention? (A)
    • Does this ad showcase the Brand? (B)
    • Are we Communicating our main benefit?  (C)
    • Will this ad stick in the minds of consumers? (S)

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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. 
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.  You 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 sticks.  Know what that is and then use it, in new executions or in other parts of the marketing mix.

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If you don’t love the work, how do you expect your consumer to love your Brand

 

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:

 

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.  We believe the thinking that got you here, will not get you where you want to go.  grOur 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 to help you with your advertising or ask how we can help train you to be a better brand leader.
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“Wow Apple, that Sucked!” said the world.

Apple, it feels like you are just talking to yourselves.

UnknownI am a huge Apple fan.  Not only as a consumer, but as a marketer.  In fact, last year, as I ripped into the Surface launch or the Samsung TV ads, people accused me of having a pro-Apple bias.  It’s true.  I do.  I admit it.  From 2001 to 2011, Apple was the smartest brand on the planet.  But I’m now worried that Apple is quickly following the pattern of Sony from the decade earlier?  We once thought Sony could do no wrong. Is it now Apple’s turn? 

As we saw the stock price plummet in Q4 of 2012 and the stock price was stuck at $500, it was clear that if all we see in 2013 is the Iphone 6, the iPad4 and the Ipad Mini 2 then we will have a problem.  Well, we just saw what 2013 has to offer and the answer is NOTHING.  There’s not really a leap-frog jump forward in the phone–just a jump sideways.  There’s no new iPad or laptop and the ideas of watches or TVs seem a year or two away.  Every year I look forward to getting surprised by Apple and now the only thing I have to look forward to this year is the new John Lewis TV ad this Christmas.  

The world just gave Apple a Collective “So what else you got”

The two new phones “unveiled” this year are 1) more bells and whistles and 2) less bells and whistles.  This launch was a classic case of talking to yourself.  Great brands solve a problem.  I’m not sure what problem these phones solve for consumers.  Apple EventAnd I’m not sure they even thought about the consumer.  Steve Jobs once said “you’ve got to start with the customer experience and work back to the technology”.  These two new phones feel like a bunch of tech-geeks talking to themselves.  A better flash in the camera. auto image stabilization, and true tone images.  Oh and I can now turn on my phone with my finger print.  What consumer problem does this new phone solve?  And what is the main benefit they offer the consumer?   It is so easy to forget about the main benefit, especially when you get so wrapped up in what you do.  Guess what?  No one cares what you do until you care what consumers want. 

The $500 stock price that Apple was worried about in January would look good right about now.  After the “unveiling” of these two new phones, the stock plummeted $26 this week.  

There are Five Connectors of a Beloved Brand

To be a Beloved Brand, you must have an idea that’s worth loving.  Under the Brand Idea are 5 sources of connectivity (see diagram below) that help connect the brand with consumers and drive Brand Love, including

  1. Brand promise
  2. Strategic choices
  3. Ability to tell their story
  4. Freshness of the product or service
  5. Overall experience and impressions it leaves with you.  

Everyone wants to debate what makes a great brand–whether it’s the product, the advertising or the experience.   It is not just one or the other, but the collective connection of all five that make a brand beloved.  If one of them weakens against the brand promise, it puts the entire brand at risk.

Slide1As i look at 5 connectors, Apple is still has the strongest positioning, but the other parts of the mix are starting to crumble.  The big idea behind Apple is complexity made simple.  Since every great brand tackles an enemy of the consumer, Apple takes on the frustration and intimidation that consumers have with technology.  The Apple brand promise is we make it easier to love technology, so that you can experience the future no matter who you are.  

Over the last decade, Apple has done an amazing job in creating products that take the most complicated of technology and deliver it so that anyone can use it. Apple takes the technology out of technology so we can all benefit.  That’s right–”so we can all benefit”.  Core Apple users are in denial that Apple is not a mass brand.  Yes, the masses rely on the innovators for advice, but Apple caters as much to my 70-something mother (iPad owner) as it does to my 15-year old daughter (iPhone user).  

Slide1

But, the last 2 years has been a period of incrementalism.  In 2012, we saw iPad 3, iPhone 5 and iPad Mini and 2013 we see these two new phones.  Slightly better, slightly lighter, but just as expensive.  There becomes less and less of a reason to trade up.  And sadly, at risk, less and less of a reason to love the brand.  Technology is about leap-frog.  And the world will not stand still in the next year.  Brands like Google and Samsung are ready to leap.  

Steve Jobs always talked about “Making a dent in the Universe” and people bought in and followed. Apple’s beauty has always been to give us what we never imagined.  And yet, now we are starting to not only imagine it, but predict it.  Everyone saw the iPad Mini coming.  In fact, we asked for it and Apple merely succumbed to our request.  Technology is supposed to surprise us with advances that not only meet our needs but cater to the needs we didn’t even know we had.  Apple has to get that back.  Slide1

So what is wrong with Apple?  
  • is the strategy of going after China worth losing relevance in the Western world?  And if you lose relevance in the West, will China even want these phones in 5 years?
  • Have you lost traction on the technology?  Apple always hinted that they had an endless path of ideas that would come out through the decade.  Ok?  But the last 24 months have been very blah!!!
  • Is the Apple culture still the same?   We all knew things would change after Steve Jobs and his relentless insane pursuit of perfection.  But I’m not sure we knew it would change this fast?   Has Tim Cooke set a high enough bar for the culture to jump over? 
  • Has the Apple story-line changed?  With this launch it feels more about Apple and less about the consumer?   Is Apple becoming just another tech company trying to peddle their new bells and whistles.  

If we tie those questions back to the 5 connectors of what makes a great brand, we see the promise is in good shape, but the strategy, story, freshness and experience are now at risk of not delivering against that promise.  And that puts the brand at risk.  For Apple, it starts with lining up the freshness of innovation to that brand promise.  

Well Apple, 2012 and 2013 really sucked.  Now we wait for what’s up in 2014  

 

To read about the Apple case study of what helped the brand rise to fame:

 

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.  We believe the thinking that got you here, will not get you where you want to go.  grOur 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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What gets in the way of you loving the work you do?

love workWhen I was a Brand Manager and my son was in kindergarten at the time, I once said that our lives were very similar.  We make stuff that we want to put on our fridge.  It stuck with me because I started to look at work and wonder if it was “fridge worthy”? Would I be proud enough of this to put it up on the fridge at home. In other words, did I love it?

I’ve always stressed to my team “you have to love what you do, that has to be the benchmark on whether we approve things–do you love it?” And one day, one of fridge artmy Group Marketing Directors said to me “Loving it seems a bit unrealistic, why do we have to love it?  Why not just like it”.  Great question. I suppose not all marketers think this way, and I’m fine with that.  If you think I’m crazy, that’s fine. Stop reading. I just wish I competed with you.  

If you love it, you’ll fight for it. You’ll believe in it so much, you’ll fight all the way to the top of your organization to make it happen. You’ll work harder for it. The work will inspire you and give you energy. You’ll stay up till 3am working on it. You will want to make sure it’s perfect, knowing details matter. You will inspire everyone working on the project to share your vision. If you love what you do, the consumer will know. Think of the most beloved brands, whether it is Disney, Starbucks, Apple or Ferrari and look how much energy the people working there put into the brand. In fact, show me a brand where people working there settle for good and I will show you an OK brand that struggles for its existence.  

images

The more connectivity you have with your consumer, the more power your brand has. And with that power, comes faster growth and deeper profits.  Your relationship between your brand and your consumer has to be treated like a real relationship. As Oscar Wilde said “never love anyone who treats you like you are ordinary”.  In a brand sense, “if you don’t love the work you do, then how do you expect the consumer to love your brand”.

The answer for that Director of mine:  “If you love your work, they will love you back.” 

Slide1

What gets in your way of Loving it?
  1. Not enough Time: Oddly time forces most people to make quick approvals of things and opt for next time.not-ok My first recommendation is to build in longer time cycles so you can have room in the schedule to keep pushing for work you love. But my second recommendation is to use the pressure of time to put pressure on everyone on your team. Rather than approving work you think is OK, next time, just stare at everyone and say “yes but I just don’t love it.  And I need to love it” and see if you can inspire the team to push even harder, even in the face of a deadline. I’ve always looked at deadlines as my ally and use it to my advantage to get what I want.  Not to cave and settle for OK.  
  2. Risk vs Fear: The best of marketing ideas have risk to them. If you eliminate all risk, then you also eliminate any big wins. good-vs-differentA great idea should scare you a little, but excite you a lot. Given, we see 6,000 brand messages a day, you have to find a way to stand out. To be a great brand, you must be better, different or cheaper–and that different shows up in the work that you do. Looking at the grid beside us, the obvious answer is “Good and Different”. When you are not different, it just falls flat, consumers don’t connect and they end up feeling blah about the brand.  Push yourself to find a difference not in your brand’s positioning but in the brands execution. Take a chance, even if it feels risky. The middle of the road might feel safe, but it also where you find dead animals run over in the night.  A great story is the lesson Steve Jobs and the color “Beige”.  When Jobs was launching the original Mac back in the late 1970s, he wanted to make sure the color was different.  The plastic mould company presented him with 2,200 variations of beige until he picked one. While the behavior of Jobs were obsessive, his virtues show up in his work. Would Apple be Apple if he didn’t push.  
  3. Do you care enough?  If you don’t care, you should give up your desk to someone who does. I know it sounds harsh. But the role of Brand Leader is very difficult. You are competing in a finite market, with very talented people at the competition who seem to care about beating you every day. If you only sort of care, then is this really the job for you?  Push yourself, find ways to inspire yourself.  
  4. Are you able to motivate partners? As Brand Leaders, we never really make anything. We think we only have one weapon which is that of decision-making. I’ve heard some Brand Leaders say, I can really only say “yes” or I can say “no” to the work that comes to my desk. That’s so not true. Your primary role is to motivate everyone who touches your brand. Not just those you directly deal with (Your team, account people at the agency or your sales people) but those who you don’t directly deal with. If someone talks about your brand at the kitchen table, then they are part of the Brand team. That means sound editors, producers or actors. As a leader if you want to motivate everyone, then make it personal. Deal with everyone on a face to face basis. Once the brief is approved, how many of you are saying, I want to take the Creative Team to lunch just to get to know them?  When you walk into an edit studio, shake hands with the sound editor and stand near them. Because in this meeting, you might need them on your side. When you go to the shoot, talk to the actors directly. Make it personal. Let everyone know what you’re trying to do, how important it is to you, and how happy you are to have them on your team. That’s inspiring.  Most Brand Leaders only work on one major campaign per year.  But everyone on your team likely works on 40 or 60 or even 80.  What are you doing to make sure that your work is the one they love the most this year?  Just like our hurdle above asking you the brand leader “do you love it”, then how do you make sure everyone who touches your work shares in your love. Leadership should be called Follower-ship because it’s not about being out front, but rather when you turn around “are people following you?”   
  5. Strategy versus Execution. Execution in marketing is all about the Brand Leader’s balance between control and freedom.  What I find odd is that most Brand Leaders give too much freedom where they should be exhibiting control and tries to exhibit too much control where they should be giving freedom. Brand Leaders should control the Strategy, giving very little wiggle room.  And yet Brand Leaders write such broad-based strategies with a broad target, many benefits, and a long list of “just in case” reasons to believe. It’s almost as though they figure, I’ll write so many things it will give the agency options. That just means you gave up control of your strategy. You want a tight strategy, with very little wiggle. On the other hand, Brand Leaders exhibit control over the execution.  “We don’t want humor, we’d like to use a popular song, we don’t like the color red and we want to make sure it doesn’t offend anyone”.  The list of mandatories on the brief is long.  My recommendation is that if you write a very tight strategy, you should be willing to give freedom to the execution.  
The Brand Love Curve

In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life.  At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings.  Consumers become outspoken fans.  It’s this connection that helps drive power for your brand: power versus competitors, versus customers, versus suppliers and even versus the same consumers you’re connected with.  The farther along the curve, the more power for the brand.  It’s important that you understand where your brand sits on the Love Curve and begin figuring out how to move it along towards becoming a Beloved Brand.

 As a Leader, you will find that if you have passion, people will follow. It’s inspiring and it’s contagious.  Challenge yourself to set a new bench mark to love what you do. Reject OK because OK is the enemy of greatness.     

Another article you might enjoy is to see how Love for your brand can translate into more power for your brand and in turn more profits.  Click on: Love = Power = Profit

Love what you do.  Live why you do it.  

 

To read more about how to love what you do.:

 

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.  We believe the thinking that got you here, will not get you where you want to go.  grOur 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 to more love for your brand or ask how we can help train you to be a better brand leader.

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The Microsoft Tablet Disaster was so easy to Predict

bgr-surface-red-touch-coverWell, that was quick.  Nine months ago, Microsoft made a big deal about getting into the Tablet business. And now nine months later, Microsoft is writing off $900 Million worth of Tablets that have been occupying a warehouse.   Not only the major write off, but now that the outlook and confusion of what’s next for Microsoft looms, the stock price dropped 10%, losing $30 Billion in market value.  Ouch.  

I hate being right!!!  I just hate it. The reason I hate it, is because it seems like the obvious should be obvious to everyone.  This tablet launch just had disaster screaming all over it.  Sometimes the answers are so obvious, yet people are blinded by not asking the right question.  They just go ahead with wrong answers. For Microsoft, they missed a bunch of right questions?  

Q: What business are we in?   
A: We do software really well.  Especially when we are in a monopolistic position.  We kinda suck at hardware.  Did you see what we did on Zune?  That wasn’t pretty.   

Q: Do we have a leap-frog technology? Is the Microsoft Surface product better, different or cheaper?  
A: Not really different.  It’s like a really nice iPad with a very bad and cheap plastic lid. And better?  Well it is better than a tablet, which people use for fun.  But it’s nowhere near a Macbook Air which people use for work.  So we’re better than one and worse than the other.  We’re a bit confused but we hope the consumer gets it.  And we are going to charge a significant premium, because we are Microsoft and we always do.   So I guess it’s not really better, cheaper or different.  But, we have lots of resources and stores of our own.  Well, not a lot of stores, and they aren’t very crowded.  But we hope this does well? 

Q: Will it be pretty easy to communicate the point of difference?
A:  Not really easy.  We are going to do ads with geeky people dancing and closing the lid. A lot.  People might think they are laptops.  But we’ll press the screen so they know it’s like their iPad, only it has a lid.  We won’t try to out-cool Apple.  We’ll try to be cool, as in “the coolest kid in the Science club” kind of cool.

Q: Apple is already on their 4th tablet and likely has 3 years of incremental innovation in the pipeline?  Samsung Galaxy is an amazing product and they are killing it on cool innovation.  Do we have any R&D innovation beyond the initial launch?    
A:  No.  Is that a problem?  

Q: If we are so good at software, and the world has moved to Apps, which is sort of like software, why don’t we take all our energy and expertise in the software business and start applying that to Apps?  
A:  Wow, that’s a good question, but we’ve already ordered the plastic lids for the Tablets.  Why don’t we do both.  But truth be told, we kinda suck at Apps.    

These questions would have allowed us to look at the vision, promise, strategy, story, freshness and culture that would showcase how ill prepared Microsoft was for the Surface launch. Here’s an example of how a brand like Special K uses the promise, story, freshness, and culture to help guide their brand.

Slide1

Answering these 5 questions also helps to map out the Microsoft Brand Strategy Road Map.   It might also highlight how wrong the surface is to the overall Microsoft brand. Here’s an example of what the Brand Strategy Road Map looks like.

Slide1

 

Predicting Disaster Was Pretty Easy

In the spirit of predicting this disaster, I wrote a story last June on the how the Microsoft Surface would be a disaster.  Like I said, I hate being right.  Click on the story below:  

Why Does Microsoft Keep Copying Apple?

At the time, the response i got back was 50/50, with half of the people criticizing the Microsoft Surface launch and the other half criticizing me for criticizing the Surface launch.  I always figure 50/50 is a good ratio to stir the pot.  But, I was starting to think I might be going overboard on being an Apple lover.  Here’s a summary of my view.

Getting into the Tablet Business Feels like Zune

Getting into hardware is a big gamble and not something that fits with Microsoft’s strengths.  To be a success, you either have to be better, different or cheaper and this feels like none of those.  Just like the Zune, it feels as though they are late and aren’t really offering anything that’s a game-changer to the category.  Like most categories at the stage where tablets are, until someone really shakes it up, the next few years are likely all about constant small innovation, new news each year with Apple leading the way on the high-end and Samsung’s cost innovation will likely squeeze Microsoft right out of the category.  The analysts are so excited by the launch that the MSFT stock price is down 1.3%.

The Best Strategic Answers Start with the Best Strategic Questions

 

To read more on How to Write a Brand Plan, read the presentation below:

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.  We believe the thinking that got you here, will not get you where you want to go.  grOur 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 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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Is Social Media is the new “Invisible Hand”?

Brand LeadershipWell, today is a picture perfect weather day.  Sunny, which is rare, no humidity even rarer this spring, and likely 80 degrees.  It’s a sunday, a lazy one after a few tough weeks of work.  I feel like it’s a rejuvenation day. where we can shut down our brain.  That’s why I’ve picked the geekiest of topics to write about comparing an 18th century economist in Adam Smith with the modern-day world of Social Media.

The Original “Invisible Hand”

The concept of Adam’s Smith’s “Invisible Hand”  can be summarized to say that the individuals’ efforts to maximize their own gains in a free market benefits society, even if the ambitious have no benevolent intentions.  In economics, the “invisible hand” of the market is the term economists use to describe the self-regulating nature of the marketplace. This is a metaphor first coined by the economist Adam Smith. 529423_272713376142007_1735862437_nThe exact phrase is used just three times in his writings, but has come to capture his important claim that by trying to maximize their own gains in a free market, individual ambition benefits society, even if the ambitious have no benevolent intentions. My economics professor once said “economics is the practice of proving what happens in real life can also happen in theory”.  I love that line.  So how we as marketers spin the invisible hand is that we have to know that consumers are greedy, and if we satisfy that greed better than others, our brand will be more powerful and more profitable.

Consumers have the right to be greedy because they have money and options for how to spend that money.  Like Gordon Ghekko said “GREED IS GOOD”.  It’s this greed and the ability of some brands to satisfy that greed better than other brands which separates “likeable” brands from “beloved” brands.  As a marketer, I think greed helps you understand the needs of the customer, it forces you to rise and meet their expectations and it pushes you to beat your competitor for that almighty dollar the consumer could use on either you or them.  Fight for it.

Is Social Media the new “Invisible Hand”?

Over the last 5-10 years, Social Media has been the obvious marketing phenomena.  But do we fully understand it yet?  For most Brand Leaders, it still seems hit and miss.  I mean some of the leading cooler brands like Coke, Nike, Starbucks and Whole Foods are doing an amazing job.  But we see others not doing so well.  Arguably if Facebook hasn’t even figured out how to fully monetize itself, then how would Brand Leaders be able to figure it out.

The “invisible hand” of social media is actually hard to explain.  Just like it took Adam Smith 20= years of research, it might be the same for social media.  By no means am I a social media expert guru.  I’m as confused as the rest.  But what I do preach is the more love you can generate for your brand, the more power you can command and then you can turn that power in profit.Slide1

So my new message to every brand leader, if you want to be loved, you need to engage.  You need to be telling your story, your purpose, your passion and do so in a way that the consumer know you are genuine.  if you have no voice then you give control of you brand to the consumer.  We have seen so many bad cases like Motrin or Kitchen Aid to see what happens when a brand loses control.

Take someone like Whole Foods who has an amazing brand.  They use Twitter to perfection, offering constant recipes and engaging with their most loyal of consumers.  They don’t have any real off-line advertising.  All the energy is generated through on-line word of mouth.   Starbucks, a brand built on word of mouth seemed confused by social media a few years ago has now picked up tremendous steam the last year to where they are also a huge success story. And Apple does such an amazing job they get 2.5 billion of free media a year.

Brand Leaders View of Social Media

A few thoughts from one brand leader to another. Forget all the social media experts just for one minute.  We can approach them once we figure things out.  So here goes:

  1. Your media choice has to be influenced by your brand strategy.  This was true in 1920 when we only had print and signs.   It’s still true now that we have 3,000 media options.  You don’t just randomly select activities.  What other part of your life do you do that?   So then why would you do it in marketing.  Let the tactics match up to the strategy, not just do a bunch of random activities and then try to write a strategy to it.Slide1
  2. Media Plans should also map out the life of your consumer and the media choices be driven by where the consumer is, not where the media is.  A great day in the life analysis has always helped find where to interrupt your consumer with your message.   If you knew that the consumer was awake for 16 hours a day and sees 6,000 messages each day, that means we see a new message every 10 seconds.  Which 10 seconds do you think would be the best of the day for you?Slide1
  3. Don’t put out crap.  Please don’t. Please hire a professional to help you.  It seems people are in more of a rush than ever to put stuff out.  But sometimes when you go too fast, it takes longer.   Please do a strategic creative brief.  Give the creative people enough time to do great work.  If you are going to get into story telling, you should have a purpose driven strategy at the anchor.  You should really know why you come to work every day and once you do, bring that purpose into all your stories you tell.  The “why” is such a powerful message.
  4. Be Interesting, but equally you should be interested.  If you’re going to engage with consumers, don’t just talk about yourself.  Ask them questions that get them talking about themselves.   Instead of serving up what you do constantly, speak in the voice of the consumer and tell them what they get.   No one cares what you do until you care about what they get.
  5. You need to focus.  A brands resources are confined by money, time and people. That’s still true.  Social Media IS NOT free.  Because it takes time and it takes people resources to do it right.   You don’t have to be on Facebook because your nephew thinks you’re a loser.  You should be on it because it’s where your consumer is likely to be motivated the most to engage with your consumer.  Focus on those social media options that most make sense for your brand. 

Now, and only now should you go approach a social media “expert” who will help you figure out how to translate your brand strategy at the social media area, who will map out where your consumer is so you know where/when and how to interact with them.  Make sure you put out quality still.   Crap is always crap.  If you’re going to tell stories and engage, then make sure it’s from the heart.  Honestly means knowing your real purpose of why you chose this business and the struggles you went through.  And finally, I want you to focus.  I know I sound like a broken record.  But if you focus on every other part of your life, then why when it comes to marketing do you all of a sudden thing “it’s ok to cover everything”.   When the discipline of marketing is all about focus.

If you want your brand to be loved, then you have to be engaged in Social Media.  If you are not involved in the conversation about your brand, you’re giving up control to the pack.  And who knows what they’ll say.  

Social Media is more likely the “Invisible Voice” we can’t always hear, but we better start realizing it is there and engaging our own voice.
 

Follow me on Twitter at @grayrobertson1

Here’s a presentation that can help Brand Leaders to get better Media Plans.  

 
Other Stories You Might Like
  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Turning Brand Love into Power and Profits:  The positioning statement sets up the promise that kick starts the connection between the brand and consumer.  There are four other factors that connect:  brand strategy, communication, innovation and experience.   The connectivity is a source of power that can be leveraged into deeper profitability.  To read more click on the hyper link:  Love = Power = Profits

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

Pick your Social Media vehicle and follow us by clicking on the icon below:

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

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A Beloved Brand commands the Power of a Monopoly

The Brand Love Curve

In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life.  At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings.  Consumers become outspoken fans.  FormulaIt’s this LOVE that helps drive POWER for your brand: power versus competitors, versus customers, versus suppliers and even versus the same consumers you’re connected with.  With added power, you will be able to drive stronger PROFITS.  For a Beloved Brand, prices are inelastic and you can trade consumers up to new premium options.  You can drive share and move to new markets with your loyal consumers following.  And you can put pressure on costs.  All these drive added profitability for the Beloved Brand.   LOVE = POWER = PROFITS

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 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) 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.

Using the Love to Generate Power

The 12 forces of a Beloved Brand map out how a beloved brand can leverage the power generated from being loved.

Power over consumers:  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.

Power over Porter’s 5 Forces:  We can see that the love also gives Beloved Brands power over channels, substitutes, new entrants, or suppliers.   With a beloved brand, there is power over channels because consumers would rather switch stores than switch brands.  Apple has even created their own stores, which generate the highest sales per square foot of any retailer.  And even with their own stores, Best Buy still gives Apple preferential treatment with a ‘store-in-store’ concept.  With outspoken fans, they’ll even fight on behalf of the brand against competitors.  Competitors can duplicate the product, but they can’t get close to duplicating the emotional connection.  Beloved Brands even have power vs Suppliers, who want the beloved brand on their roster.   Many suppliers will cut their prices, offer extras and first right of refusal on new technologies. In Apple’s case, Intel has given them the lead on new chip technology two years before they gave them to PC ultrabooks, giving them a huge competitive advantage.  With these powers, it makes it hard for new entrants to break through.

Power over Employees:  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 that get hired into the system, know the culture on day 1 and will do what it takes to preserve it.  Starbucks employees ooze the brand and honestly from a cultural view, their interactions make the difference in the experience of the brand.  Employees have their regulars, know their name and their drink.  It’s no longer just the coffee.  It’s your escape and your comfort zone.

Power over the Media:  Beloved Brands have a power over the Four types of Media:  1) Paid 2) Earned 3) Social and 4) Search.  Beloved Brands have a much more efficient media buy–lower GRPs needed to break through and a lower Ad Spend/Sales is needed to keep share strong.  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.  Beloved Brands have figured out the earned media, with launch events, press releases and executive story lines that seep into the mainstream press.  Competitors complain about Apple getting a positive media bias–they are right, they do.  As brands are still figuring out social media, it’s the most loved brands that are doing it right, whether it’s Coke, Nike or Apple.  Are they smarter?   Maybe.  But the beloved Brands have such a huge advantage because people want to connect socially, want to share and want to influence.   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.  Lumping earned, social and search together as ‘free’ media, Apple generates over a billion dollars of free media via the mainstream media and social media.

Power over Influencers:  Beloved Brands have a power over key influencers whether it’s doctors recommending a certain drug, restaurant critics giving a positive review for the most beloved restaurant in town  or electronics sales people selling a beloved TV. Each of the influencers 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 12 forces combine to generate Power for the Brand, that matches that of a Monopoly.

 

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

Other Stories You Might Like
  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Consumer Insights:  To get richer depth on the consumer, read the following story by clicking on the hyper link:  Everything Starts and Ends with the Consumer in Mind

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

Pick your Social Media vehicle and follow us by clicking on the icon below

linkedin-groups-large             images-1              facebook-logo

To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

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