Tag: Facebook

5 key areas Brand Managers should focus on to reach their full potential

After 20 years of CPG marketing, I have hired so many potentially great marketers–who were eager for success, brilliant, hard-working and dedicated. But in reality, about 50% of Assistant Brand Managers get promoted to Brand Manager and less than 20% of Brand Managers make it to the Director level. I’ve given it a lot of thought over the years and here is my view on what makes great Brand Managers, great enough for them to get promoted to the next level.  

What separates good from great at any level in Marketing:

Before we get into the specific Brand Manager level, here are the expected behaviors in Marketing at any level.

  • Hit the deadlines: Don’t look out of control or sloppy. We have enough to do, that things will just stockpile on each other.
  • 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: While it’s crucial that we seek to understand, it’s 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.
  • Regular feedback for growth: You should always take feedback, good or bad, as a lesson for you. Not a personal attack or setback.

And when it comes to being a leader and managing others, here are the biggest factors you should look at:

  • Hold your team to a consistently high standard of work in strategic thinking, planning, execution in the market. Consistency in the Quality of marketing outputs: Advertising/Media, Innovation/New Products and In-store/Promotion
  • People Leadership: your team knows the team vision and is consistently motivated by where you want to go. Seen as actively interested in helping your team to manage their careers.
  • Processes: you organize, challenge and manage the processes so your team can execute. Your team gets things done on time. Deadlines, on budget, on forecast.
  • Coaching: Teach, guide and direct your team members for higher performance. Training and Development: provides on-going skills development to make the team better. Motivation and Recognition: you are seen to actively provide positive commentary to team players, one on one and in public.
  • Consistent Communication: Both written and spoken, big and small. Easily approachable and makes time to wander. Actively Listens to Team: asks the big strategic questions, not the small tactical details
  • Leadership during times of pressure: results, ambiguity, change and deadlines.

Slide1To be a great Brand Manager, here are the 5 key areas you should focus on:

1. A great Brand Manager takes ownership of the brand

  • Many BMs struggle with the transition from being the helper to being the owner. As you move into the job, you have to get away from the idea of having someone hand you a project list. Not only do you have to make the project list, you have to come up with the strategies from which the projects fall out of.
  • A great Brand Manager talks in ideas in a telling sense, rather than an asking sense. It’s great to be asking questions as feelers, but realize that most people are going to be looking to you for decisions. They’ll be recommending you’ll be deciding.
  • When managing upwards be careful of asking questions—try to stick to solutions. You just gave up your ownership. Your director wants you to tell them what to do, and debate from there. 

2. A great Brand Manager provides a vision with strategies that match up

  • Bring a vision to the brand. Push yourself to a well-articulated 5-10 year brand vision. But a vision can be as simple as a rallying cry for the team. But you have to let everyone know where you want to go.
  • The strategy that matches up to the vision becomes the road map for how to get there. As the brand owner, you become the steward of the vision and strategy. Everything that is off strategy has to be rejected.
  • Communication of strategy is a key skill. Learn to think in terms of strategic pillars, with 3 different areas to help achieve your overall strategy. Having pillars constantly grounds you strategically, and is an easy way for communicating with the various functions. Each function may only have 1 strategic pillar but seeing how it all fits in is motivating.

3. A great Brand Manager spends the effort to make their ABM as good as can be.

  • Most BMs struggle with their first five direct reports. The key is to keep self evaluating and looking for ways to improve with each report.
  • Most BMs struggle to shift from “do-er” to “coach. They think they can do it faster, so they may as well do it. They just become the “super ABM”.
  • Many BMs fail to share the spot light, so it becomes hard to showcase the ABM. But the work of your ABM reflects 100% of how good of a manager you are.
  • ABMs need feedback to get better—both the good and bad. I see to many BMs not giving enough feedback. And so many afraid of “going negative” so the ABM is left in the dark or left thinking they are doing a good job.
  • Great BMs take the time to teach up front, give the ABM some room to try it out and then give hands-on feedback in real-time. Use weekly meetings to give both positive feedback and address gaps.
  • Brand Mangers should do QUARTERLY sit down performance reviews with their ABMs, who have the capacity to learn faster than annual reviews allows for.

4. A great Brand Manager gets what they want and need.

  • The organization is filled with groups, layers, external agencies, with everyone carrying a different set of goals and motivations. You can see how the organization works and appreciating what are are the motivations of various key stakeholders. You then use that knowledge to begin to work the system.
  • You are starting to see key subject matter experts giving you their best. You understand their personal motivations and find a way to tap into those motivations as a way to ask people for their best. It might be an odd step, but from my experience a really motivating step. Very few people ask for “your best”.

5. A great Brand Manager can handle pressure: ambiguity, results, relationship and time pressure.  

  • Ambiguity is one of the hardest pressures. As a leader, patience and composure help you sort through the issues. The consequences of not remaining composed are a scared team and choosing quick decisions with bad results.
  • If the Results don’t come in, it can be frustrating. Reach for your logic as you re-group. Force yourself to course correct, rather then continuing to repeat and repeat and repeat. Challenge team to “this is when we are needed”
  • Relationships. Be pro-active in making the first move to build a relationship. Try to figure out what motivates and what annoys the person. Understand and reach for common ground, which most times is not that far away.
  • Time Pressure. It’s similar to the ambiguity. Be organized, disciplined and work the system so it doesn’t get in your way. Be calm, so you continue to make the right decisions. Use time to your advantage.

Conversely, here are the 10 factors that are career limiting for Brand Managers

Conversely, here are the 10 factors that are career limiting for Brand Managers

  1. You struggle to make decisions
  2. You are not analytical enough
  3. You can’t get along
  4. Not good with Ambiguity
  5. Too slow and too stiff
  6. You’re a bad people manager
  7. Poor communicators, with manager, senior management or partners
  8. Never trust or follow your instincts
  9. You can’t think strategically and almost equally important, you can’t write strategically
  10. You fail to run the brand, you let the brand run you. 

Always challenge yourself to get better. You run your career and control your personal brand.

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. To help brand leaders reach their full potential ask us about our Brand Boot Camp.  

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How to lay out your 5-year brand strategic plan on one page

The same leaders who use the phrase: “Let’s all get on the same page”, then send out 110 slide Powerpoint presentations. We take it serious enough to create a Brand Strategy Roadmap that you can use to frame the next 5 years of your brand strategy, and fit it on one page. This way,  you really can get everyone on the same page.  

The master brand strategy roadmap

Having the brand road map on one page can help align everyone that works on a brand. This is especially useful when managing a Branded House or Master Brand where there are various people in your organization that each run a small part of the brand. The road map helps guide everyone and keep them aligned.

Here’s the one I use that has all the key elements that help define the brand

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Start with the Brand’s Big Idea

Brand’s Big Idea: A Beloved Brand is an idea that’s worth Loving. As brands become more loved, they go beyond being just a product and they become an idea that fulfills consumers’ emotional needs in the consumers life. Below is the Tool I use to figure out a Brand’s Big Idea revolves around four areas that help define the Brand 1) Brand’s personality 2) Products and Services the brand provides 3) Internal Beacons that people internally rally around when thinking about the brand and 4) Consumer Views of the Brand. What we normally do is brainstorm 3-4 words in each of the four section and then looking collectively begin to frame the Brand’s Big Idea with a few words or a phrase to which the brand can stand behind.

big-idea

The five connectors with the consumer: 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.Slide1

As an example Apple’s Big Idea is about “taking the complexity and make everything simple enough, so that everyone will be part of the future”. Accordingly, everything in the organization should line up to delivering a simple experience whether that’s the day they turn on the product, installing an App on an iPhone or when they show up at the store to ask questions from the Genius Bar.Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your consumers.Slide2

Brand values should come from the Big Idea, and act as guideposts to ensure that the behavior of everyone in the organization is set to deliver upon the Brand’s promise. How do you want your people to show up? What type of service do you want? How much emphasis on innovation? What type of people do you want to hire? What behavior should be rewarded and what behavior is off-side. Having the right Brand Values will help you answer these questions. The Brand Values become an extension of what the Brand Leader wants the brand to stand for. To read more this subject read the following: Brand = Culture

Worksheet Strategy Summary

The 5 year road map should combine the elements of a long range brand plan with the mapping of the brand’s big idea. We recommend you do up a worksheet summary, that allows your team to brainstorm and continue to modify before you go the final road map.Slide1

 

With this format, having it all on one page forces focus and allows you to keep a tight control over those that will be working under the Master Brand.

  • Vision: What do you want your brand to be in the next 5-10 years? Vision gives everyone on the brand a clear direction, it should be measurable (quantitative) and motivating (qualitative). It should push you so much that it scares you a little, but excites you a lot.
  • Purpose: Why does your brand exist? Keep asking yourself why you do this, to find the personal motivation hidden in the brand. Articulating your purpose can be a very powerful way to connect with both employees and consumers, giving your brand a soul.
  • Goals: What do you need to achieve? Specific measures of brand health and wealth, related to consumer/customer behavioral changes, metrics of key programs, performance targets or milestones on the pathway to the vision. It’s the brand scoreboard.
  • Financial Forecasts: sales, A&P spending, margins, profits, market share.
  • Key Issues: What is getting the way from achieving your vision/goals? Deep analysis highlights what’s driving and holding brand back, as well as future risks and untapped opportunities. Issues are asked as a question to provide the problem to which strategies become the solution.
  • Strategies: How can we get there? Strategies are the “How” you will win the market. Choices based on market opportunities, using consumers, competitors or situational. Strategies should have a pin-pointed focus providing a breakthrough on the pathway to the brand vision.
  • Tactics: What do we need to do to execute the strategy? Framed completely by strategy, tactical choices deploy your limited resources against brand projects in the most efficient way to drive a high ROI.
  • Marketing Budget to achieve Results: broken out by trade spend, communication, consumer promo, new products, research.

Putting the plan and big idea togther to create the 5 year road map

How it all comes together is you take the summary elements of the brand plan and the big idea brand map together into the Brand Strategy Roadmap.

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Get everyone on One Page with a Brand Strategy Roadmap that everyone can follow

 

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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How to re-position your brand by transforming the perception of your competitor’s strength into a weakness

Slide1When you’re struggling, the obvious answer marketers look to is to re-position your brand. Have you tried a strategy where you re-position your main competitor as a way to re-position your own brand?  

Find your brand’s distinction

At Beloved Brands, we believe in using positioning as a way to finding Your Uniqueness.  We believe that brands have only four choices: they are either better, different, cheaper, or not around for very long. The key is to find a unique selling proposition for your brand. You don’t always need to find a rational point of difference as long as there is room to be emotionally unique. It all starts by mapping out everything that the consumer needs, then plotting that (using venn diagram in the chart below) against everything your competitor does best and against what you do best. We define the winning zone as the intersection of what your consumer wants and what you do best. The risky zone is where it’s a relative tie between you and your competitor, which we believe the winner will be those who win through speed, innovation or emotional connection. Brands should avoid the losing zone where you try to take on your competitor in the area where they can beat you. And finally, the dumb zone is where the consumer doesn’t care at all–outside of what consumers want.Slide04

When you a using competitive positioning stance (using the two charts below) what you want to do is focus on the area where you are better than your competitor and then extrapolate that feature’s importance with consumers in order to make what you do seem even bigger. The hope is that by doing so, you can diminish the importance of what your competitor does best. 

In a highly competitive marketplace, where your brand needs re-positioning, you want to take it one step farther.  You might find a more innovative approach to re-position your brand by turning your competitor’s perceived strength into a weakness, making consumers re-think their current brand and creating a new problem for which your brand becomes the new solution to that problem. With this type of re-positioning, you are moving your competitor into the “dumb zone” outside of what consumers want, while setting your own brand up as the best solution.  

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A great example of this type of thinking is in a highly commoditized salmon market. There are two types of salmon: pink and white. For years, consumers had became accustomed and accepting of tins of pink salmon in their grocery stores. In fact, it was really the only salmon on the market. But when the white salmon tried to sell their product into stores, consumers rejected it immediately as it didn’t fit with what they knew about canned salmon. The white salmon fisheries came up with a brilliant line to re-position the pink competition: “Guaranteed not to turn pink in the can!”  This is a great example of getting consumers to re-think their current brand, starting to wonder if their salmon was actually safe to eat. The pink salmon fisheries fought back with an equally brilliant line: “Guaranteed: No bleach used in processing!”

Case Study: The Pepsi Challenge

Back in the 1970s, Coke was such a dominant brand–with a strong bond with consumers.  Consumers loved the Coke taste, and all the emotions it evoked with the Coke heritage, americana feel and even Santa Claus. The Pepsi Challenge was a direct offensive attack on Coke–a dagger in their heart–attacking the taste of Coke. In blind taste tests, without the attachment of Coke brand name and all that went with it, people picked Pepsi, preferring the sweeter taste–serving to re-position Coke as the lesser tasting product.. The Pepsi challenge moved Pepsi up to a competitive share position even at times reaching #1. Coke was so dazed and confused they launched “New Coke” with a better taste. Finally, consumers took control of the situation and rejected New Coke, basically saying “it’s not the better taste we want, it’s the usual Coke taste and what goes along with all that is Coke that we want”.  New Coke was killed, and oddly through the process, Coke re-gained what they had lost through the Pepsi challenge. 

Historical: A look back at the iconic Pepsi Challenge from the 1970s (CNW Group/PEPSICO CANADA)

Historical: A look back at the iconic Pepsi Challenge from the 1970s (CNW Group/PEPSICO CANADA)

Case Study: Apple’s “I’m a Mac” 

Let’s face it, Apple is a cool, hip brand. It pushes a strong identification with everything young, up-to-the-minute and smart. The “I’m a Mac” campaign was brilliant in not only defining the Mac brand as smooth, confident and cool, but defining the PC brand as old, uptight and awkward. Even the two characters in the ad resembled the leaders of each organization with a nerdy Bill Gates look-alike, versus a cool hipster in Steve Jobs. At the height of this campaign I was in a crowded bar that went immediately silent when one of the “I’m a Mac” TV ads came on. Apple has done a great job in separating themselves from the competitor, whether it’s the white headphones on the iPod, the number of apps for iPhone and iPad or the cool sleek designs of the Mac. Not only that, the Apple store is a store just for Apple users.  Here are 10 hilarious ads from that “I’m a Mac” campaign. 

Case Study:  Avis “We try Harder”

Back in the 1960s, when Avis was struggling behind the clear market leader in Hertz, they created the “We try harder” campaign that openly said “we are #2, so we have to try harder” which turned the strength of Hertz #1 market share into a slight weakness, making consumers wonder if the #1 brand Hertz was resting on its laurels. They layered in reasons to believe saying they couldn’t’ afford to provide unwashed cars, low tire pressure and dirty ashtrays which made consumers start to wonder if Hertz did those things. 

 

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A failed case study is the McDonald’s coffee launch, which seems we are close to saying it’s been a distraction for the McDonald’s brand who now faces 15 straight months of overall sales decline. When McDonald’s launched their coffee, they did so on price claiming that “Fourbucks was dumb” attacking a well-known high priced weakness and while a few came frustrated price shoppers came over the McDonald’s, it did nothing to change the perception of consumers, since they already knew McDonald’s would be cheaper than Starbucks. The actual disappointment for those new consumers is the high price of the specialty McDonald’s coffees were much cheaper. Back in the 1980s, Wendy’s “where’s the beef?” campaign attacked McDonald’s weakness around small burgers, but again, that was a generally accepted weakness for McDonald’s so it did very little to change perceptions. 

What I recommend for you is to start to think about how you can turn your competitors strength into a perceived weakness, which will then make the consumer think differently about their current brand and possibly put them into the zone where they are ready to explore new brands. 

Use re-positioning to open your consumer up to new thinking that the strength of their current brand might actually be a weakness

 

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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How to write amazing Consumer Insights that will create a bond with your consumer

A client asked me to review their advertising creative brief and I was shocked by a few things: the brief was 8 pages long, while there were many features there were no benefits and while there were facts about the product, there were no consumer insights. If your team is struggling with advertising, the first place you should look is the creative brief. Sadly, it’s becoming a lost art and a lost skill for too many brand leaders. 

The role of consumer insights

At Beloved Brands, we believe the more loved a brand is by consumers, the more powerful and profitable that brand will be. A brand is a unique idea, perceived in the minds and hearts of the consumer, consistently delivered by the experience, creating a bond, power and profit, beyond what the product itself could achieve. The role of Advertising is to create a bond with consumers, establish your brand’s positioning and drive a change in your consumers behavior that leads to higher sales, share and profit. We believe that any advertising must do something that changes the consumers’ behavior. And to change their behavior, you need to fully understand what they think today and what you want them to think, feel or do in the future. That’s where insights come into play. While you can paint the picture of the consumer by defining their profile, the insights bring it to life. Slide06

A good target not only decides who is in your target but who is not in your target. 

As you figure out where you are playing, defining who you are serving and who you aren’t serving helps provide focus. Ongoing measurement and adjusting should look at how well you are doing versus your target in terms of share, preference, purchase intention, brand funnel scores and panel data. As well you should track your research against the target and mass population. In terms of choosing target segments, you can break it out by demographics, psychographic, geographic and usage occasion or behavior.

Insights serve as a connection point between the brand and consumers  

The dictionary definition of the word Insight is “seeing below the surface”. To get deeper, keep asking yourself “so what does that mean for the consumer” until you have an “AHA moment. What are the beliefs, attitudes or behaviors that help explain how they think, feel or act in relationship to your brand or category. It’s not just data, trends and facts are insights. Facts are merely on the surface—so they miss out on the depth of the explanation of the underlying trends or feelings that caused the data. Insights help tell the story, paint the picture or inspire the creative juices. Insights need to be interesting or intriguing. My challenge is to think beyond just the specific category insights and think about Life Insights or even Societal Trends that could impact changing behaviour.

Insight is not something that consumers ever knew before. That would be knowledge not insight.  It’s not data or fact about your brand that you want to tell. Oddly enough, Insight is something that everyone already knows. Insight comes to life when it’s told in such a captivating way that makes consumers stop and say “hmm, I thought I was the only one who felt like that”. That’s why we laugh when see the way that insight is projected with humor, why we get goose bumps when insight inspires us and why we cry when the insight comes alive through real-life drama.

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Good insights get in the SHOES of your consumer and use their VOICE

When writing consumer insights, we recommend that you should start with “I” to get in the consumer’s shoes and that you should frame the insight by using quotes to use their voice. Too many brand leaders out there just jam facts into the brief, usually directly connected to their own brand and think that’s insightful. I love using this example: “in Brazil, people brush their teeth 4x a day compared to only 1.7x a day in North America–is that an insight?” And most times, people will say “yes, that’s an insight”. While it tells something, think of how much that statement doesn’t tell you about Brazilian brushing habits. What insights can we garner as to why Brazilians brush their teeth so much? Is it related to how social Brazilians are, spicy foods they eat, the vanity of the people or attitudes to overall healthcare? Without insights, we may know the fact, but don’t know what’s beneath the fact. 

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Using the Banking example above, look at how little the facts tell us about how consumers feel about longer banking hours. The basic facts are they’ll use the bank more and spend more, but how can we use that as a way to connect with consumers and create a bond between consumers and the brand? Yet, when we dig a bit deeper and get in the shoes of the consumer and use their voice, we would hear them say: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life”. It was this type of insight that led to the bank producing a print ad with a woman doing a head stand with the caption that said “I go to yoga after work, so I switched to a bank that has flexible hours”, which achieved the best ad tracking results in the bank’s history. 

The second example came from my experience when I was a Pfizer, managing the Quit Smoking brand teams, with the Nicorette and Nicoderm brands. The insight in the Nicoderm brief read: “There are no real competitors. But studies show that people try to quit cold turkey 7x before reaching for a smoking aid to help them quit.” Again, facts say very little and give the agency nothing really to work with. The work we did around the psychological impact of the brand really changed how we managed the brand. Even in focus groups, you could see the irritation consumers had just talking about the times they had tried to quit. We brought this irritation to life through this consumer insight: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting Smoking Sucks.”  It was that ad that produced this TV ad for the Nicoderm brand. There is no way the facts alone would have provided the creative team with such insight.

Here are the six questions that a brand leader should answer before even starting a brief:

  1. Who is in the consumer target? (Who is the most motivated to buy what you do?)
  2. What is the benefit we are selling? (What is your main benefit?)
  3. Why should they believe us? (Support points to back up what you say)
  4. What’s the long-range feeling the brand evokes (What is the Big Idea for the brand?)
  5. What do we want the brand communications to do for the brand?  (Strategic Choices)
  6. What do want people to think, feel or do?  (Desired Response)

Consumer Insight is the necessary starting point to creating a powerful bond between the consumer and brand 

To see a more in depth presentation click on the Powerpoint presentation below which is a Workshop to show brand leaders how to write a Creative Brief that helps to generate a greater bond, power and profit for your brand.

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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Pick ONE social media lead vehicle. Don’t try to do everything.

Brand Managers heard the term “social media is free” and thought it was a media buffet so they got a crappy website, then got on Facebook, Instagram and Twitter and had no clue what to do next. With no strategy or though, brand leaders went out and built very bad websites that talked about how to cleanse a wound, how to pick the right color of a dishwasher or a basic list of all the sizes and flavors you offer. You spent money on a viral video and put it on your website. Then, brand leaders created a Facebook page (with 173 likes), a Twitter account (with 97 followers) and thought about creating an Instagram account but not quite sure what you’d put on. And so now, you’re making the most of this free media?  Last year, I was driving leisurely along a country road on a Saturday afternoon and I saw a rock quarry with a sign out front that said “Like us on Facebook”. My first thought was, why would I want to like a gravel pit on Facebook? I thought what kind of updates would they be giving? Would my friends see that I liked a page with 37 likes?  Maybe that gravel pit should have used their sign for better use like “We’ve got Quartz at $9 a pound” The lesson here is that not every brand should be using Social Media, just because it’s free. And like any tactical tool, it should be well thought out and fit with your brand strategy. Don’t just go on there because you think you have to be, go on because you see that it will help grow your brand.

The role of Advertising is to create a bond with consumers, establish your brand’s positioning and drive a change in your consumers behavior that leads to higher sales, share and profit. For brands, media is an investment at touch points where consumers are most willing to engage in the story. Media has to be used to create a bond with consumers, establish your brand’s positioning, learn about your consumers and influence a change in your consumers behavior (think, act or feel) that leads to higher sales, share and profit. Since we still think social media is “free”, you have to realize that social media takes “effort” which means employees and time. You need a strategy, guidelines, interesting content, continuous feeds, engagement mechanisms. You need smart, strategic, fully engaged, creative people. So let’s look at it from an ROE point of view (return on effort). 

Return on Effort (ROE) is a great tool for focusing your activity

Doing a laundry list of activity spreads your resources so thin that everything you do is “ok” and nothing is “great”.And in a crowded and fast economy, “ok” never breaks through enough to get the early win and find that tipping point to open up the gateway to even bigger success. Here are the benefits to the Brand by focusing your efforts: 

  • Better Return on Investment (ROI): With all the resources against one strategy, one target, one message, you’ll be able to move consumers enough to drive sales or push other key performance indicators in the right direction.
  • Better Return on Effort (ROE): It’s about getting more back than you put into the effort. Working smart helps make the most out of your people resources.
  • Stronger Reputation: When you only do one thing, you naturally start to become associated with that one thing—externally and even internally.  Reputation is a power you can push to find deeper wins.
  • More Competitive: As your reputation grows, you begin to own that one thing and you can better defend that positioning territory. You can expose the weakness of your competitors, attract new consumers as well as push internally (R&D, service, sales) to rally behind the newly created reputation.
  • Bigger and Better P&L: As the focused effort drives results, it opens up the P&L with higher sales and profits. People with money invest where they see return.

New school thinking for media planning

Brand Leaders have to recognize the change in the marketing model. For generations, they talked AT the consumer, but now they have to talk WITH the consumer. In the old school, Brand Leaders were trained to try to INTERRUPT the consumer in a busy part of their day and then YELL at them over and over again. It was all about driving AWARENESS-PURCHASE-LOYALTY where you use advertising to build Awareness which leads to conversion and then Purchase which then the brand experience leads to Loyalty. The new school of marketing is all about LOYALTY-AWARENESS-PURCHASE where you cater the most to your most loyal users, who will be the ones driving Awareness and the influence of the conversion to purchase. It’s no longer about yelling at strangers on TV.  Instead, you have to engage your most loyal consumers, and they become the medium for reaching new users as they WHISPER advice to their friends. In the last few years, I’m noticing more and more queries of Facebook where people will put “I’m going to Boston, does anyone know a good restaurant?” or “I’m buying a new phone, anyone have a recommendation?” as they trust and rely on their friends. It will be those people within their network that will carry more influence than any marketing you can provide. So if one of those is a motivated loyal user of your brand, they’ll speak with passion and conviction, carrying a great influence in that purchase decision. 
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The modern Brand Leader gets the power of being a loved brand. When your brand is loved, demand becomes desire, needs become cravings and thinking is replaced by feeling.  Consumers become outspoken fans ready to speak out and battle competitive users. This connection between beloved brands and their consumer becomes a source of power for that brand to use.  In today’s world of Brands, the most Loved are the most powerful.  Brands like Starbucks, Google and Whole Foods aren’t using TV advertising, but instead they are taking their brand experience to social media and influencing their most loyal brand lovers to spread the word. People post a picture of their Pumpkin Latte on Facebook and now 137 people now want one. Equally, if they complain about their phone, it evokes similar negative feelings or doubt in us about the same phone. 

The old school thinking is what gets measured gets done. Old School media has always been about efficiency and the ROI (Return on Investment).  But New School media is about Impact and ROE (Return on Effort). The influence of social media is like the new “invisible hand” that you know is there, but can’t always measure. Yes, TV is and always will be the most efficient medium. It’s easy to stick with what you know and has a whole system of measurements.  But TV is an announcement medium, not an influence medium.TV is best used for broad awareness and new news. But it’s not as good at influencing as social media.There are loved brands who still spend 95% of their ad budget on TV. Yet, their TV ads tell us nothing new and fail to move the brand forward. The better spend would be take all that stored energy within their most loyal users and get them to influence their network of friends. Your most loyal consumers become the medium for attracting new users.  

It’s not just demographics but emotional-graphics

As a consumer, I use many of social media tools available, but it seems my mood changes when I switch from one tool to another. Not thinking about it, but I have different emotional expectations from each social media tool I use. When I’m on Linked In, I am hoping to advance my career–I seek out knowledge, leads on jobs or see connections who may help me get ahead. But on a second’s notice I switch over to Facebook looking for an escape where I can connect with old friends, post photos of my recent trip to Hawaii or comment on some issue that my friends are talking about. I click over to Twitter and I retweet a funny meme that makes me laugh or Tweet about something crazy I saw on the way to work. I switch over to the Weather Network to see if my Golf Game on Saturday will be free of rain, and click on a Huffington Post article about something stupid Bieber did last night. Then I go back to work. I may not realize it, but I have satisfied many of my emotional needs–thirst for knowledge (Linked In), need for control (weather), wanting to be liked and noticed (Facebook) as well as wanting to be free (Twitter) and finally a little of being myself (Huffington Post). 

At Beloved Brands, we believe that passion matters, both with the consumer and brands. The more emotional connection that brands can create with consumers, the more powerful that brand will be. Brand Leaders tend to get stuck when trying to figure out the emotional benefits. 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 Research have mapped out all the emotional zones for consumers. I’m not a researcher, but if you’re interested in this method contact Hotspex at http://www.hotspex.biz  Leverage this type of research and build your story around the emotions that best fit your consumer needs. Leveraging the Hotspex work, we’ve mapped out 8 zones in a simple way below in what we call our “Emotional Cheat Sheet” for Brands:

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Within each of the zones, you can find emotional words that closely align to the need state of your consumer and begin building the emotional benefits within your Customer Value Proposition. How it works is you have to figure out which emotional zone your brand can own through research or using instincts. And just like a rational position, you can’t try to own them all. Force yourself to stay within a zone that may include 1 or 2 of the emotional need states.  If we think of the world’s leading car companies, Volkswagen’s quirkiness allows you to be comfortable with being yourself, Volvo’s safety features makes you feel knowledgeable and in control, yet a Mini Cooper’s spunky styles gets you noticed or be liked and the power of the Dodge Charger allows you to feel free and feel optimistic on the road. 

Match up your Brand’s emotional zone to social media site’s emotional zone

Once you figure out what emotional zone your brand can own, we recommend that your lead social media vehicle should play in that same emotional zone. The Dodge Charger might be better off showcasing their brand on Youtube and having an outspoken voice on Twitter. Volvo better own every safe word on Google, make sure their Wikipedia page accurately reflects their brand’s record. Volkswagen could use a provocative voice on the Huffington Post or own Trip Advisor. Using our “Emotional Cheat Sheet, we’ve mapped out where some of the leading social media and digital sites fall.  

Slide1

For Brand Leaders to get it, they should be living in the space of social media. It’s a great chance for Brand Leaders to get in the shoes of your consumer, see how they live, hear what’s important to them, use their rich language and feel what they think about your brand. Be active and be engaged. You’d better hurry though, because pretty soon what we see in front of us as new school media will be old pretty soon. And then you’ll be completely out of it.

Use social media to take a walk in the shoes of your consumers

To see a more in depth presentation please read the Powerpoint presentation below which is a Workshop to show brand leaders how to use Media Planning to generate more power and profit for their brand.

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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While CPG led the way on TV advertising, they trail dramatically on Social Media

From the 1950s to the 1990s, CPG brand marketing teams had perfected the 30 second TV commercial.  Advertising was all about awareness and creating purchase intent by taking what you do better than your competitor and shouting it at consumers over and over again until you could gain market share.   Now in this new world of social media, the CPG brands seem to be struggling the most.   The CPG brands were starting to master that 30 second TV ad, with positioning work, a creative brief, animatic copy testing, full-scale production and then a steady media plan of GRPs.  

But, with digital media and social media, the CPG brands are the brands that are struggling the most.  

I grew up in the CPG space, working for J&J, Coke and General Mills, and I love CPG marketing because in that space the brands aren’t all that exciting so it always took marketing genius to make the most of them and bring a bit of magic to them.  

But as the media mix has dramatically changed over the last decade, CPG Brand Leaders have to recognize the change in the marketing model. For generations, they talked AT the consumer, but now they have to talk WITH the consumer.  In the old school marketing, CPG Brand Leaders were trained to try to INTERRUPT the consumer in a busy part of their day and then YELL at them over and over again.  It was all about AWARENESS-PURCHASE-LOYALTY where Awareness leads to conversion to Purchase which then the brand experience leads to Loyalty.  The new school of marketing is all about LOYALTY-AWARENESS-PURCHASE where the most loyal users will be the ones driving Awareness and the influence of the conversion to purchase.  It’s no longer about yelling at strangers on TV.  Instead, you have to engage your most loyal consumers, and they become the medium for reaching new users as they WHISPER advice to their friends.
Slide1

But that’s where the problem lays:  how do you get consumers to talk about brands that have very little talk value?  Yes, doing social media for Apple, Whole Foods or Mercedes relies on the fact that consumers are already talking about these brands at the lunch table.  

Types of Brands

But the reason why CPG brands used the type of interruptive style marketing style is because it suited the type of brand it is:  low involvement and low importance.   Looking at the chart below, I call this a COMMODITY type brand.  The other three types of brands are:  Essentials which are lower on involvement but high on importance like banking, pharma or insurance. Indulgence brands, like beer, chocolate or bubble gum, are the opposite of essentials as they have high involvement but really little importance.  And finally, there are high-profile brands, which are high on importance and involvement.  These brands are your favorite part of you every day life such as your iPhone, your latte from Starbucks, the restaurant you want to go or the latest movie coming this weekend.  These brands are the opposite of CPG, they are talked about at lunch constantly and they find it easy to work social media with a huge following and constant news.

Slide1

With CPG brands, the tendency is to put the effort into the brand messaging more than the effort into the creative/media.  However, if you think about it, maybe it should be the opposite.  Yes, messaging is always safer and more predictive, but if you need to counter the lack of involvement by making it a higher involvement brand, then it might have to come from the creative.  

Take the Dove brand for example.  For years, they did a good job behind the litmus test and talking about not being a soap.  They were a good brand, still relatively lost in sea of crowded soaps and hand creams.  Dove’s “real beauty” campaign took the brand to a new level far beyond what anyone could expect and is no longer just a soap but a brand that stands for the modern woman.   The real beauty TV campaign is one of the biggest viral ads in history.  And they have been able to get consumers to keep talking about the brand, through social media vehicles mainly through Facebook with 19 million consumers following the Dove brand.   Ten years later Dove is a legendary CPG brand.   While it’s still just a soap, that didn’t prevent the marketers at Dove from creating an idea for the brand.  

A new way to Look at Social Media

Here’s a good summary of the various social media sites out there.  My recommendation is to stand behind the one that best fits what you’re trying to accomplish.

social media summary

Another way to think about the social media options is to match the choice up against the emotional zone where you want to position your brand.

social media emotions

What is your Brand IDEA?

I define a Beloved Brand as “an idea worth loving”.  It’s no longer about a product, but an idea you can convey into the marketplace.  If you can’t get anyone talking about you, maybe the problem is It’s all too easy to sit there with your brand and say “who would ever want to talk about us?”.  That’s a cop-out if you ask me.  The challenge for CPG Brand Leaders is to re-think your brand.  Can you create an idea, a brand purpose and find ways to drive up involvement and importance for what your brand stands for.  Here are three challenges for you:

  • How do you stop trying to make a big deal out of your little points of difference and try to create a Brand Idea for your brand that connects with consumers?   Start with the consumer and find real benefits, both rational and emotional that you can stand behind, rather than just shouting out your product features through the TV.  
  • How do you drive up involvement and importance for what you stand for so that your get talked about at the lunch room table?    You have to understand who are your most influential consumers, the respected mavens within their circle of friends, and allow them to project your brand to their following.  
  • Can you build a Brand Purpose so that you can leverage that purpose as an idea to elevate your brand?   Purpose driven brands (The why) are a growing phenomena and a perfect fit for connecting with consumers through social media.  

While your product might not generate talk value at the lunch table, maybe your idea can be big enough that it will. And when it’s no longer about just your product, maybe your own idea will inspire you in the social media space. 

Maybe the issue isn’t just media.  But have you created an IDEA for your brand to stand behind?  

 

To see a training presentation on getting better  Media Plans

Slide1

 

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 improve your brand or ask how we can help train you to be a better brand leader.
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When it comes to Social Media, here’s why most Brand Leaders still don’t get it

BBI Learning LogoEvery day we read about how Social Media is completely changing the landscape of marketing.  That’s a huge Statement.  Is it changing that much?  Has it changed you?  Or are you one of those Brand Leaders that keeps trying to figure out “HOW THE HELL DO I DO THIS?”  I think the statement really should say “Every day, we see traditional Brand Leaders still confused by Social Media with no clue what to do”. Thank god we are past the “Like us on Facebook” stage and thank god we have stopped doing websites on how to cleanse a wound.  The next stage is to stop saying your brand is on Twitter when you have 57 followers and you send out a tweet every 3 weeks.

Brand Leaders have to recognize the change in the marketing model. For generations, they talked AT the consumer, but now they have to talk WITH the consumer.  In the old school, Brand Leaders were trained to try to INTERRUPT the consumer in a busy part of their day and then YELL at them over and over again.  It was all about AWARENESS-PURCHASE-LOYALTY where Awareness leads to conversion to Purchase which then the brand experience leads to Loyalty.  The new school of marketing is all about LOYALTY-AWARENESS-PURCHASE where the most loyal users will be the ones driving Awareness and the influence of the conversion to purchase.  It’s no longer about yelling at strangers on TV.  Instead, you have to engage your most loyal consumers, and they become the medium for reaching new users as they WHISPER advice to their friends.
Slide1

The modern Brand Leader gets the power of being a loved brand.  When your brand is loved, demand becomes desire, needs become cravings and thinking is replaced by feeling.  Consumers become outspoken fans ready to speak out and battle competitive users.  Next time you want to leave a cocktail party but can’t convince your spouse to go, find an Apple user and tell them that Android is way better.  It will create such a fight that your spouse will drag your ass out of that party very fast.  Now, that’s brand loyalty.  

This connection between beloved brands and their consumer becomes a source of power for that brand to use.  In today’s world of Brands, the most Loved are the most powerful.  Brands like Starbucks, Google and Whole Foods aren’t using TV advertising, but instead they are taking their brand experience to social media and influencing their most loyal brand lovers to spread the word.  People post a picture of their Pumpkin Latte on Facebook and now 137 people now want one. 

The old school thinking is what gets measured gets done.  Old School media has always been about efficiency and the ROI (Return on Investment).  But New School media is about Impact and ROE (Return on Effort).  The influence of social media is like the new “invisible hand” that you know is there, but can’t always measure.  Yes, TV is and always will be the most efficient medium. It’s easy to stick with what you know and has a whole system of measurements.  But TV is an announcement medium, not an influence medium.  TV is best used for broad awareness and new news.  But it’s not as good at influencing as social media.   There are loved brands who still spend 95% of their ad budget on TV.   Yet, their TV ads tell us nothing new and fail to move the brand forward. The better spend would be take all that stored energy within their most loyal users and get them to influence their network of friends.  Your most loyal consumers become the medium for attracting new users.  

For Brand Leaders to get it, they should be living in the space of social media.  It’s a great chance for Brand Leaders to get in the shoes of your consumer, see how they live, hear what’s important to them, use their rich language and feel what they think about your brand.  Be active and be engaged.  You’d better hurry up though, because pretty soon what we see in front of us as new school media will be old pretty soon.  And then you’ll be completely out of it.

Take a Walk in their shoes of your consumers

To see a training presentation on getting better  Media Plans

 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 comes first, the media choice or the creative idea?

slide15When I started in marketing, way back in the mid 90s, life was a little simpler because the media and the creative were both under one agency roof.  The meetings were simple:  you’d see your various TV script options, give some feedback and then the room would go silent and the account person would say “now let’s look at the media plan” and the media person would take you through a 15 page presentation on where else the idea of your TV script could go. You’d see some magazine, OOH and even some sampling idea.  There was no internet advertising yet.  

Then one day, our media folks from our agency were spun off, had a new name, moved offices and had a new President.  But still owned by WPP.  It now just meant we had two presentations and the Brand Leader now had to make sense of things and try to piece it together. About a year into that new relationship, I was sitting there confused and asked the question: “So what comes first, the media choice or the creative idea?”  The room went silent for about 5 minutes.  Then of course both sides talked over each other, both saying it was them that came first.  

Media is an investment against your strategy and creative is an expression of your strategy.  But both media and creative are only useful if they connect with consumers.  Great advertising must connect through very insightful creative that expresses the brand’s positioning and told in a way that matters to those who care the most. And yet, great advertising must be placed within the consumers’ life where it will capture their attention and motivate them in the expressed desired way to meet the strategy.  So really, the consumer comes first and strategy comes second.  But media and creative need to work to jointly capture the consumer and deliver the strategy.  

The Problem now rests with Brand Leaders.  While one could theoretically argue that if the Big Idea of the advertising is so big, it should work in every medium, that’s just not true in reality.  Some ideas just work better in certain mediums.  And yet the media people could also theoretically argue that if you go for the most efficient and effective media option, the media will do the work for you. That’s also not true. It’s too bad that ad agencies broke apart.  Because agencies could make a lot more money if they continued to answer this question on behalf of their clients. 

Here’s a solution for Brand Leaders 

The three questions you always need to keep in your head at all times:  1) where is your consumer 2) where is your brand and 3) how does the creative idea work? 

1.  Where is your consumer?

You should really understand who your consumer is, and who they are not.  You need to make sure you understand the insights about them, because it’s those insights within your creative that allow you to connect with them.  They’ll say “they get me”.  You should always be mapping out a day in the life of your consumer.  Get in their shoes and say “what does my consumer’s day look like and how will my message fit or interrupt their life?”  Take a “be where they are approach” to your media. 

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2.  Where is the Brand?

First thing you have to do is consider where your brand is on the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved.  At INDIFFERENT, it’s about announcement style such as mass media, LIKE IT becomes about separating yourself from the competition while LOVE IT and BELOVED you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.

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3.  How does the Creative work?

The best advertising should draw ATTENTION, be about the BRAND, COMMUNICATE the main message and STICK in the consumers head long beyond the ad.

  • 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. 

slide16But in the reality of advertising, not every ad execution will be able to do all four of the ABC’S.  When I’m in the creative room, I try to think about which of the two ABC’S are the most critical to my strategy.  If it’s a new product, I need Attention and Communication, if it’s in a competitive battle I need Brand and Communication, and if I’m the leader with a beloved brand, I need to make sure it’s about the Brand and it Sticks.   

What I recommend you do:

I hold off on making any media decisions until I see the creative idea and how it is expressed in a few media options.  With all the potential media now available, I ask for 3 executions of each big idea.  I want to see it in:

        1. Video Version
        2. Billboard 
        3. Long Copy Print

Sounds simple, but once I see all 3, it helps me to know that the idea has legs beyond one medium.  It also enables me to begin matching up creative elements to the most optimized media options on the table. 

The “Video” ask would work in TV, movie theatre, viral video or even on a website.  The “Billboard” could be traditional billboard on on-line billboard, website cover or even on the back of a magazine.  The “Long Print” would help with a print ad, social media stories or even a blog on your website.  

With 3 simple asks against each creative idea, I would cover off most of the traditional media options.  Now I can engage with the Media Agency, knowing how the creative idea would work against any of their recommendations.  I’ve done the work that the agency would have done back in the 1990s before they broke apart.  

Client Media Math

While the media agency owns the media math that blows your mind, here is some simple client side media math.  

  • Your production budget should be around 5-10% of your overall advertising plan.  If you have small budgets, that may creep up to 20%, but that’s it.  Every time you do a new piece of creative, the production dollars go up and the media dollars go down.  I’d recommend you focus on one main traditional media and have only one secondary option.  This keeps your spend focused. 
  • When it comes to social media, keep in mind there is no free media options.  Instead of financial capital, you are now exhausting people capital.  Just like the traditional options, I would recommend one lead social media and one secondary focus.  Do not try to be all things to all people.  
  • The other reason to focus is to ensure you do great executions and not just “ok”.  Pick the media that maximizes the power of the creative.  And don’t exhaust the team by spreading them against too many activities.   
  • Allow 80 to 90% of your media spend be on the highly effective highly efficient media plan.  That means 10-20% of your media spend can now go against high IMPACT creative ideas that you know will break through.  
Ask your creative team to deliver a Video, Billboard and Long Copy Print  

 

To see a training presentation on Get Better Advertising: 

 

To see a training presentation on getting better  Media Plans

 

 

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@beloved-brands.com

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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How to work the Five types of Media to your advantage

 

Slide1Back in the 1990s, we would have thought the 5 types of media would have been TV, newspaper, magazine, out of home and radio.  Life was simpler back then.  But since 2000, media has exploded and shifted dramatically.  Now Brand Leaders are confused as to what to do and how to leverage media to drive their brands. 

New way to think about the 5 types of media:  Paid, Earned, Search, Social and Home media.

PAID media is the Traditional (TV, Print, OOH, Radio) and the new Digital options. While paid might look like an equal opportunity to the equal spender, its not always the case. The more Beloved brands win in this space because they get asked first, they get better slots, lower rates, and more integrations.

With EARNED media, you need to create and manage the news cycle with mainstream news, expert reviews and blogs.  Beloved Brands are newsworthy and new Products are a story.  My own belief is that every brand should have a PR plan.  News is such a ubiquitous part of our current lives–you need to be part of that news cycle.

SEARCH Engine Optimization balances earned, key words and paid search.  Being a famous Beloved Brand helps to bypass paid SEO.  So if you are fighting against the power of those beloved brands, you need to leverage search as a way to break through.  On more complicated purchases (cars, electronics, travel) search is an essential tool for the consumer to gain more information before they get comfortable with the purchase options.

For SOCIAL media, we need to first stop thinking that it’s free.  It’s not.  It’s resource intensive to do it right.  And the more Beloved Brands have advocates that follow, put their views forward and share news on the brand that creates positive interactions that helps to influence others.  While you can build up your social, you might need to first build your brand so that the effort you do via social media pays off.  Nothing worse than an embarrassing social following.  I drove past a gravel pit last year that said “Like us on Facebook”.  What a waste of effort to get 19 people–mostly employees and friends.  How about “Rocks $9 a pound” would have been a better option.

HOME media is your landing page.  It’s a destination for some brands or could be a complete waste of time for others.  Depends on the type of brand you have.  Your website where you can use as a source of information, influence or even closing the sale.  If e-commerce makes sense for your business. 

Where is your Brand?

Before deciding what type of media you want, you need to first understand where your brand is.  I’m a big believer in the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved.  If you start to look at how media might match up to that love curve and framed through a consumer buying system, we can see that when your brand is INDIFFERENT, your main focus should be using awareness and consideration to drive trial for your brand.  That would mean announcement style media (mass, targeted digital, event) as well as starting to play in the search area so you can help facilitate consumers looking for more information.

Slide1As you move to the LIKE IT stage, you want to begin separating yourself at the store level.  Yes, you still need the awareness, but you want to make sure that you drive at the crowded retail level to separate yourself from your competitors.  This could mean point of sale signage or even the influence of experts at the store level.  If consumers are satisfied, you should be pushing them to share that positive experience with others. Here’s where social media plays a large role, whether it’s traditional social media (Facebook or twitter) or the more influential social media such as YELP or IMDB.  As you move along the curve to LOVED and BELOVED brands as well as matching to the buying system, you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.

The problem I have with many media options, is people at the INDIFFERENT stage think they need a Facebook page.  Well, once all your relatives like that page, you might have 46 followers, which might expose how little people care about you.  On the flip side, I still am seeing LOVED brands pounding out 30 second TV ads that tell the consumers what they already know, all but forgetting the other media options available to them.

What Type of Brand are you?

When it comes to brands, you should understand where your brand sits on the degree of involvement vs importance.

For instance if your brand sits in the low involvement, low importance quadrant, it would be a COMMODITY brands.  This is where many of the CPG brands fit, always trying extra hard to take a marginal point of difference and making it a huge deal.  With commodity brands, the tendency is to put the effort into messaging more than creative/media.  However, if you think about it, maybe it should be the opposite.  Yes, messaging is always safer, but if you need to counter the lack of involvement by making it a higher involvement brand.  Dove has done an amazing job in taking a basic soap and making it stand for the modern woman.  It’s still likely a mass play, but you can begin using social and earned media here to break through the clutter.  The best marketers reside in these areas, because the work they do is essential to driving increased involvement and increased importance in a category that doesn’t naturally warrant either.

Slide1ESSENTIALS are high importance but still lower on the involvement side.  With my experience in healthcare and banking, we’ve looked at ways to drive up the involvement through Search, Earned and Social Media that’s targeted to influencers as well as those who might motivate others.  Many of these brands need routine to help substitute for the falling involvement.  For instance, the biggest issue with getting people to take life-saving heart medication is getting them to take it as prescribed.  The more work the marketer can do against routine here, the better.

Slide1INDULGENCE brands have high involvement but really little importance.  This is where beer, chocolate, and bubble gum reside.  The problem with this category is you’ve got rather large budgets driving against some of the most loved brands in the world.  (Coke, Bud, Mars).   You need concentrated and heavy mass media to break through the clutter.  In the new world, earned and social can be ways to break through, high on creativity to keep consumers engaged.

HIGH PROFILE brands are those that are high on importance and involvement.  These brands are your favorite part of you every day life.  Your iPhone, your latte from Starbucks, the restaurant you want to go or the latest movie coming this weekend.  With these brands, you should be perfecting all five of the media:  paid, earned, search, social and home.

Where is Your Consumer?

I know I know.  Everyone is so excited about the new media options, we tend to forget about the consumer.  But call me old-school, but I still like to start with the consumer.  The fundamentals of marketing always start with where the consumer is before you look at where the media is.  You can see how the buying system above might match up to where the consumer is on that Love Curve.  But even more so, you should always be mapping out a day in the life of your consumer.  Get in their shoes and say “what does my consumers day look like and how will my message fit or interrupt their life?”Slide1

In the spirit of “Be Where They Are”, you need to think about a Total Branding experience to the “Many Me’s of Me”.  While we are the same person, we do have various moods through the day, and your brand needs to fit my mood.  For instance, that rock quarry example of “Like Us on Facebook”, I was out for a nice drive in the country with my wife, in a mood to relax with no pen and no paper.  I might not be back to my computer for six more hours.  How would I remember to like a rock quarry on Facebook?   Not a chance. This is a great tool for putting you into the shoes of your consumer and maybe seeing how your brand’s messaging might fit into their busy lives.    I see ads and signs all day long that really showcase how little Brand Leaders are thinking about how the consumer lives their busy lives.   

As a brand leader, are you using the five types of media to your full advantage?  Use the tools above to begin mapping out your choices, based on where your brand sits, what type of brand you have and how your consumer’s life might influence your choices.  To read more on media planning, click on this link:  How to Build Your Media Plans

Are you Using the Five types of media your Brand’s full advantage?

To see a training presentation on getting better  Media Plans

 

  

 

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.  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@beloved-brands.com 

 

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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Is Social Media is the new “Invisible Hand”?

Well, 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.

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

I 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

To reach out directly, email me at graham@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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