10 things that Advertising must do for your brand

Posted on Leave a commentPosted in How to Guide for Marketers

Marketing Execution 2016.019

Advertising must do something in order to warrant the investment you are going to make. Please don’t tell me “drive awareness”. In brand terms, we don’t make any money from awareness–we only begin to make money as we are able to move our consumer through the consideration-search-purchase stage. So, let’s save the word “Awareness” for the lazy brains. It must have an engage and have impact on consumers and influence action, either getting them to think, feel or act differently than before they saw the advertising.

The 10 things that great advertising must do

Here’s a starting point for you when you’re judging creative.

  1. Sets your  brand apart. For brands to survive in the longer term, they must be different, better, cheaper. Or else they will not be around for very long. The story telling of the brand’s promise should help to separate the brand from the clutter of other brands that are stuck in our minds. And that starts with creative that feels different and makes the brand seem different to consumers.
  2. Focuses your brand! Any advertising has to have a focused target, a focused message, a focused strategy against a focused communication idea, a focused media. The whole discipline of marketing is founded on focus, and yet Brand Leaders struggle most in this area. They always want that “just in case” option. My hope is that your focus, drives the advertising. If not, once you try to squeeze all your messages into one ad targeted to everyone, I hope the failure then gets you to focus.
  3. Keep the communication very simple. Communication is not what is said, but what is heard. Too many brand leaders try to shout as many messages as they can in one ad. They engage in their ads as brand managers, not as consumers. When you shout many messages at the consumer, what does the consumer hear? A confusing mess. By throwing multiple messages you are just making the consumer do the work of deciding the most important message, because you couldn’t figure it out. My challenge to you is to stand up on a chair and yell your main message as though you are standing on top of a mountain. That’s how many messages your ad should have
  4. Have a good selling idea. While big ideas break through the clutter, they also help you project a consistent message over time over time and across mediums–paid, earned, social and search–and you’ll see it throughout the entire brand line up of sub brands. Consumers will start to connect to the big idea and they’ll begin to relate your brand with that big idea. And you’ll have a reputation in the marketplace. Look at your ad:  does it have a big idea?
  5. Drive engagement with consumers: Too many brand leaders forget to engage the consumer. They get so fixated on saying their 7 messages that they figure the ability capture attention is just advertising fluff. But everything in advertising has to starts with attention. The consumer sees 7,000 ads a day and will likely only engage in a handful. If you don’t capture their attention, no one will remember the brand name, your main message or any other reason to believe you might have jammed into your ad.
  6. Let the visuals do the talking. With so many ads, you need to have a key visual that can capture the attention, link to your brand and communicate your message. The ‘see-say’ of advertising helps the consumers brain to quickly engage, follow along and remember. As kids, we always love the pictures in the books. We still do.
  7. Sell the solution, not the problem or the product. Consumers use brands to solve problems in their lives. Your brand will be more powerful if it beats down a consumer enemy that torments them every day. Consumers don’t care about what you do, until you care about what they need. No one has ever wanted a quarter-inch drill, they just need a quarter-inch hole to hang paintings and photos of their children.
  8. Matter to those who care the most. I always believe that our target should not be those who do not care, but those who care the most about what we have to offer. You can’t sell carpet cleaning to someone who only has hard wood floors. And you can’t sell a golf ball that goes 50 yards farther to someone who despises golf.
  9. Make ads that connect with consumers based on an insight. Consumer Insights are secrets that we discover and use to our brand’s advantage. Creative Brief 2016.035You have to get in the consumer’s shoes, observe, listen and understand their favorite parts of the day. You have to know their fears, motivations, frustrations and desires. Learn their secrets, that only they know, even if they can’t explain. Learn to use their voice. Build that little secret into your message, using their language, so they’ll know you are talking to them. We call this little secret the consumer insight. When portrayed with the brand’s message, whether on packaging, an advertisement or at the purchase moment, the consumer insight is the first thing that consumers connect with. When consumers see the insight portrayed, we make them think: “That’s exactly how I feel. I thought I was the only one who felt like that.” This is what engages consumers and triggers their motivation and desire to purchase. The consumers think we must be talking to them, even if it looks like we are talking to millions.
  10. Tell the story behind the brand. There should be richness in the story behind your brand’s purpose. There is great opportunity to bring your brand purpose into your story telling. Why did you start this brand? How does your brand help people? What is your brand’s motivation that gets you up in the morning?

 

The ABC’S of Advertising

Another way to rephrase this list is through the ABC’S: Attention Branding Communication and Stickiness.  

  • 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.

Marketing Execution 2016.054

Be a Better Client

If how you show up to the agency will produce better advertising work  Then show up right.  

Marketing Execution 2016.017

Agencies should be treated like trusted partners, not suppliers. Engage them early asking for advice, not just telling them what to do and when. If you tell an agency what to do, there will only be one answer “YES”. But if you ask them what to do, there are three answers:  yes, no or maybe. Seek their advice beyond advertising.   Build a relationship directly with the creative teams. Be more than “just another client”.

Getting great advertising is a balance of freedom and control. Most Marketers allow too much FREEDOM on the strategy but want to exhibit CONTROL on the creative. It should be the reverse, you should control the strategy and give freedom on creative.  Don’t go into a creative meeting with a pre-conceived notion as to what the ad should look like. Creative people are “in the box” problem solvers. What they don’t want a) blank canvas b) unclear problem and c) your solutions to the problem.  Let them be in the box and find the solution for you. That’s what motivates them the most.

Marketing Execution 2016.025

 

To see the Beloved Brands workshop training presentation on getting Marketing Execution click no the link below: 

 

Beloved Brands: Who are we?

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

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

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

Brand Careers 2016.107

 

How to make your Creative Brief smarter

Posted on Leave a commentPosted in How to Guide for Marketers

 

The best Marketing Execution is creative, but never random. It is well-organized and lines up to the brand’s strategy. The creative brief acts as the bridge between the brand strategy and the execution in the market. The role of a brand is to create a unique idea that transforms the brand’s soul into a reputation that is perceived in the minds and hearts of the consumer, consistently delivered by the experience, creating a bond, power and profit, beyond what the product alone could achieve. Marketing Execution can play a critical role in making the brand stronger.

  • Great Marketing Execution should create a bond with consumers who connect with the soul of the brand.
  • Great Marketing Execution should establish your brand’s reputation based on a distinct positioning.
  • Great Marketing Execution should influence consumers to alter their behavior, making the brand more powerfully connected, eventually leading to higher sales, share and profit.

If you are creating Marketing Execution that doesn’t alter behavior or doesn’t help lead the brand on a pathway to higher profits, then you are wasting the hard-earned money of the brand.

 

Creating Beloved Brands 2016.077

 

Control the strategy. Give freedom on execution

Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. In my 25 years of marketing, every great Creative Advertising person I met was a problem solving “in-the-box” type thinker, not a blue sky “out-of-the-box” thinker. Never give them a blank slate or blank canvas and ask them to come up with an ad. But never give them a solution. If they are “in the box thinkers” then the role of the Creative Brief is to create a box for them to solve.

 

A creative brief creates the box to play in.

While it hard to come up with the ideal brand strategies, sometimes it’s even harder to stay on strategy throughout the execution of the marketing activities. Many think the only intended audience of the creative brief is the creative team at your agency. Write it for yourself to keep you focused on your strategy, write it for your boss that might not be in the room when the creative work is presented, write it for other agencies to align with the main creative work and write it for the next brand leader on your desk to keep them focused on the strategy you have created.

Some think that a creative brief takes everything you know about your brand and only puts down those pieces of information relevant to the strategic choice you have made. In a way it does, but remember that it’s called a “brief” for a reason. Most brand leaders struggle to focus. It should force you to make choices in what you put in the brief. What you need the brief to do is to focus on a slice of the population (target), create something that gets them to take an action (desired response) that make the brand stronger (result). The brief lays out what to say (main message), how to talk to them to trigger that action (tone) and re-enforces why we can do it and others can’t. (positioning). As you create the box for the creative team, here are the rules of the box you create:

  • one clearly defined and narrow target
  • one benefit
  • one or two reason to believe
  • one strategic objective
  • make the consumers think, feel or do
Marketing Execution 2016.025
Powered by Zedity

 

Before you start writing a creative brief without doing your homework.

At Beloved Brands, we use six questions as a deep-dive homework to set up a Brand Communications Strategy.

  1. Who is in the consumer target?  (Who is the most motivated to buy?)
  2. What are 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/Soul for the brand?)
  5. What do we want the advertising to do for the brand? (Strategic Choices)
  6. What do want people to think, feel or do? (Desired Response)
  7. Where will you deliver the message?(Media Plan)
Creative Brief 2016.049
Powered by Zedity

 

Transforming your Advertising Strategy homework into a Creative Brief

As we move from the home work you have done above into the briefing stage, here are 12 headlines you can use to help frame your creative brief:

  1. Why Are We Advertising
  2. What’s the Consumer Problem We are Addressing
  3. Who are you talking to?
  4. Consumer Insights
  5. What does our consumer think now?
  6. What do you want your consumer to think/feel/do? (Desired Response)
  7. What should we tell them? (Stimulus: benefit)
  8. Why should they believe us?
  9. Brand Positioning Statement
  10. Tone and Manner
  11. Media Options
  12. Mandatories

Once you answer the seven questions on the homework, you can use those answers to begin to populate your creative brief:

 

Creative Brief 2016.101
Powered by Zedity

 

A well written creative brief takes everything you know about the brand and strategically desire, and distils it down to 1 page. Here’s an example of a good creative brief:

Creative Brief 2016 Extract 2.001
Powered by Zedity

 

Where Brand Leaders make mistakes on the Creative Brief

Why are we Advertising?

The first area is at the top of the brief with the advertising objective.

  • An unfocused objective: Drive TRIAL of Grays Cookies AND get current users to USE MORE often.
  • A focused objective: Drive trial of Grays Cookies by positioning it as “The good tasting Healthy cookie”

I see too many briefs that have both penetration and usage frequency as one objective. Stop this, it’s TWO STRATEGIES that leads you to two targets, two objectives, two messages and possibly two different media options. Your agency will come back with one ad that does penetration and one for frequency and this gives up control of the strategy to the agency and even to you who now picks the best creative work, not the best strategy.

 

Creative Brief 2016.106

 

What’s the Consumer Problem we are addressing?

The next flaw I see is leading with a product driven brief, not a consumer driven brief.

  • A product driven Brief misses the consumer problem we are addressing: Gray’s market share is still relatively small. It is held back by low awareness and trial and the product usage is not on par with the category.
  • A consumer driven Brief lays out a clear consumer problem we are addressing. I’m always watching what I eat. And then BAM, I see a cookie and I’m done. As much as I look after myself, I still like to sneak a cookie now and then.

The best ads are rooted in consumer insights so you can connect and move the consumer in a way that benefits your brand. We recommend that you start with the consumers enemy—every product started by solving a problem, but every brand fights off an enemy in the consumers life.

Who are you talking to?

Brand Leaders tend to pick too broad of a target and as we mentioned in the homework, this just spreads your limited resources.

  • A broad target Brief: 25-55 year olds, current users and potential users. They shop mainly at Grocery and some Mass. They use 24.7 cookies a month
  • A highly targeted Brief: “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat.

Having a 30 year age gap is too wide: your agency will give you one ad for 25 year olds and one for 55 year olds. You want CREATIVE options, not STRATEGIC options. We recommend a maximum 5 year age gap to give your ad focus. Going after current and new users is an unfocused strategy that just spreads your resources.

Consumer Insights

Consumer insights adds real flavor to the target, and with great advertising is what creates that first connection that we “get the consumer”. But consumer insights are not facts and stats. You have to go a layer beneath the surface. Consumer insight is an enlightening discovery about consumer’s underlying needs and motivations. Insight is something that everyone already knows and 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 who felt like that.

  • A bad “stats driven” Brief: Gray’s product taste drives high trial to purchase (50%) compared to other new launches (32%). Consumers only use Gray’s 9.8 cookies per month compared to the Category Leader at 18.3 cookies.
  • An insights driven Brief: “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you”

We recommend that you frame your insight by starting with the word “I” to force yourself into their shoes and put the insight in quotes to force yourself to use their voice. Bring insights into the brief as ways to tell the story to the creative team, so they can build stories that connect with your consumer. The best ads are those where you can almost see the insight shining through the work.

 

Creative Brief 2016.035

 

What do we want consumers to think, feel or do? (Desired Response)

When getting into execution mode, think about the desired response before planning the stimulus. Too many Brand Leaders start with the stimulus. But, you should start with the response and let that guide what you’re going to tell them.

  • A bad Brief wants the advertising to do everything: We want them to THINK that Grays Cookies are unique. We want them to FEEL they can stay in control with Grays and it will keep them feeling successful in living their healthy lifestyle. And we want them to TRY Grays and see if they like the great taste.
  • A Better Brief is focused on accomplishing ONE thing: We want them to FEEL they can stay in control with Grays.

You should choose ONE of think, feel or act, not a combination. Good advertising can only move one body part at a time—so you have to decide, or else your agency will show you creative options for each of these strategies and the best ad will decide your brand strategy.

 

What should we tell them? (Stimulus)

As we work with brands, we try to get them focused on what the consumer gets from what you do, not just talking about yourself. The golden rule for getting someone to like you is talk about them, not you.

  • A feature oriented Brief: Grays Cookies are the perfect modern cookie, only 100 calories and less than 2g of Fat. For those looking to lose weight, the American Dietician Society recommends adding Gray’s to your diet. You can find Gray’s at all leading grocery stores.
  • A Benefit focused Brief: With Grays Cookies you can still have a great tasting cookie without the guilt.

Speak in terms of benefits, not features. Focus your stimulus on what consumers get (rational benefit) or how consumers feel (emotional). Try to narrow what you TELL consumers to ONE THING, not a laundry list of things. If you tell them too much, they’ll hear NOTHING.

 

Mandatories

The best briefs have few mandatories. I’ve seen Brand Leaders write long Mandatories lists, that makes it so prescriptive the agency ends up backed into a creative corner.

  • A Bad prescriptive attempt to control the Creative: Avoid humor, as a sarcastic tone will not work with our target market. Preference is for real customer testimonials supported by before/after with our 90 day guarantee tagged on. Ensure brand shown in first 7 seconds. Use Snookie, as our spokesperson. Ad setting in pharmacy will add credibility.
  • Good attempt to give Freedom to the Creative: The line: “best tasting yet guilt-free pleasure” is on our packaging. At least 25% of Print must carry the Whole Foods logo as part of our listing agreement. Include the Legal disclaimer on the taste test and the 12 week study.

If you think the first list is fictional, it’s not. I’ve seen every one of those mandatories in creative briefs. With the second list, you’ll notice that none of them steer the creative advertising ideas.

Creative Brief 2016.113
Powered by Zedity

Some simple rules for a good Creative Brief:

  • Target the people most motivated by what you do best. Don’t just randomly target competitive users that are most desirable to us, without knowing if we can actually win them over. Spreading your resources against a target so broad, everyone will think you message is for someone else.
  • Use what we stand for to show consumers what they get from us.  Don’t just tell what we do, so that it makes us appear the best in the category. Consumers don’t care what you do, they selfishly and rightfully so care about what they get.
  • Focus on getting consumers to do only one thing at a time: think, feel or do. Make a choice instead of  trying to get new users to buy and getting current users to use more at the same time.  Trying to drive trial and usage at the same time will leave consumers confused as to what to think, do or feel.
  • Use the creative work to tell the brand story in a way we love and believe in.  Great advertising is NOT about making sure we get all our key messages into the creative. With so many messages, people won’t know what you stand for, and you’ll never get a reputation for anything.
  • Connect with our target where they are most likely to engage with our brand story.  While efficient media is important, focusing solely on efficiency and ROI might lead us to staying beneath the consumer’s radar. Consumers hear 7000 efficiently placed messages a day, and quickly reject boring messages all day long. They likely will connect and engage with 5 messages a day. Will it be yours?

Trying to be everything to anyone, makes you nothing to everyone

To read more on Creative Briefs, follow this presentation

Beloved Brands: Who are we?

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

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

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

Positioning 2016.112

8 Ads that will make you burst out laughing

Posted on Leave a commentPosted in Beloved Brands in the Market

 

The use of humour can be a great way to connect with your consumer, but you have to make sure that the laugh is connected to the main message you are trying to convey. A misplaced laugh does nothing really–yes, it can attract attention–but they are usually the ads we forget what brand name the ad is for. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. Humor can also differ over time, across different geographies or demographics. Some of the best humour is when only the target market gets the jokes. Skittles ads are hilarious for teenagers, but anyone above 35 years old just looks at those spots with total confusion.

Creating Beloved Brands 2016.077

 

The ABC’S

At Beloved Brands, we believe that Marketing Execution combines Branded Breakthrough (how you say it) and Moveable Messaging (what you say). Taking this one step further, the execution has to break through the clutter (Attention) and link closely to the brand name (Branding). The execution must communicate the main message (Communication) and makes brand seem different (Stickiness). Feel free to use our ABC’S model when judging the Marketing Execution that gets presented to you.

 

Marketing Execution 2016.054

 

The 8 best humorous Ads:

 

Berlitz “What are You Thinking about?”

When I show this ad to an executive training classes, it usually generates one of the biggest laughs. Most of us when trying to learn a language start to learn the basics of the language and rarely get past the point where it becomes useful.  Strongest on Communication, this ad really hits that insight, by taking a very important moment and showing how the coast guard can’t even save a life when it’s obvious to us all. As it gets shared around social media, it strengthens on Stickiness. 

 

Zazoo Condoms

I remember when I worked on Child Cereals, we used to do focus groups with 5 and 6 year olds taste-testing new Lucky Charms and Trix. I used to refer to it as “birth control for brand managers” Loading a kid up with sugary cereals for 2 hours ends up with kids that seem like this kid.  This ad was done as people were just starting to email ads around and it was an early favourite.  Now we see the power of YouTube for showcasing funny ads. This ad sure gains Attention, but a little weak on branding specific mainly because there is no separation of the brand from others.  My guess is that Zazoo did not see a share bump. 

 

ESPN “Michael Jordan”

Perfect humour for the serious sports fan target market of ESPN. I love ads that make the target market laugh harder than those not in the target–makes the joke even more insightful. This ad is not for gaining new users but rather rewarding current users of ESPN. Many times, media companies use ads like this to fill in the gaps on un-sold media. Strong on Attention and Stickiness, but doesn’t really do anything on communication. 

 

Nicoderm “Flight Attendant”

I have to slip in one of my own ads with this Nicoderm spot.  This ad in it’s simplest of terms is a side-by-side demonstration of what it’s like to quit “Cold Turkey” (evil, horror, terror) versus using a patch (sweet, nice, gentle) through the personification of the actress. It really speaks to the emotional and psychological benefits of quitting smoking. I know the advertising results here, strong on Attention and Branding, while Communicating the insight. Sales grew immediately. This has generated millions of hits on YouTube and it won J&J’s global ad of the year in 2006. 

 

Impulse “Art Class”

This is all about Communication of something that’s actually very difficult to “visualize” and that is smell.   This Impulse TV spot does a great show to the impact that scent can have, leveraging a human insight that we can all laugh at. It’s likely a little low on Attention, but the Stickiness really drove business results.

 

Got Milk “Who shot Alexander Hamilton”

The Got Milk campaign really jumped out as being quite unique. A little bit nerdy, but I used to love my history classes in University. I just find the acting very good and the well-known insight that Milk is needed to make a peanut butter sandwich go down easier. It’s so different giving it strength on Attention, and the story-telling drives the Communication and Branding.

 

Snickers “Betty White”

Such an adorable ad, that really speaks to the brand idea of “you’re not yourself without a Snickers” Whatever Betty was paid, she’s made millions since because of this spot. Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live. A great little spot that was incredible on Attention and Stickiness. The Communication is a really big idea for the brand that kick-started a campaign that has lasted for years, even if Snicker’s has yet to fully capture in their pool outs what it did on the original ad.

 

Dollar Shave

As we have entered the Youtube sensation, the Dollar Shave ads really jumped out. High on both Attention and Communication, this crazy ad engaged consumers and brought them closer to the concept of ordering blades on line. This is an incredible way to launch a brand, with a low production budget and zero media budget, yet huge early awareness.

 

Here’s a workshop we run on How to get better Marketing Execution:

 

Beloved Brands: Who are we?

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

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

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

Positioning 2016.112

10 Ads that will definitely leave you with goose bumps (get some tissues ready)

Posted on 2 CommentsPosted in Beloved Brands in the Market

goosebumps-101027-02When clients say they want emotional advertising, I usually say “I can’t wait to see this emotional brief you wrote”. Without understanding the emotional space you wish to own in your consumer’s heart, asking for an emotional ad, feels like a random game of chance.

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

Google “Paris”

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

 

Nike’s “If You Let Me Play”

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

 

P&G “Thank you mom”

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

 

Ram “Farmer’s”

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

 

 Canadian Tire “Bike Ad”

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

 

Bell “Dieppe”

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

 

John Lewis “Christmas 2011”

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

 

Budweiser “9/11”

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

 

Pfizer “More than Medication”

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

 

Nike “Find your Greatness”:

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

 

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

 

Beloved Brands: Who are we?

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

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

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

Positioning 2016.112

 

The Under Armour brand is kicking butt on athlete endorsements

Posted on Leave a commentPosted in Beloved Brands in the Market

Under_armour_logo.svgFull respect to the Under Armour brand, who have gone from an “under the equipment” materials business to one of the coolest sports businesses.  How did under-shirts ever become cool?

Love the entrepreneurial story: Under Armour, started by Kevin Plank in 1996, ran the first year out of his grandmother’s basement in Baltimore. Plank was a Running Back in College and got tired of his sweat soaked tee shirts. Noticing that his shorts remained dry in practice, he was inspired to make a T-shirt using moisture-wicking synthetic fabric. Like an entrepreneur, he sold the materials directly out of the trunk of his car, up and down the east coast. Hard work. Pretty soon, the best athletes gravitated to the brand and started to wear Under Armour. Everyone began noticing and the tipping point happened quickly.  The authentic sports brand was born.

Under Armour could have stayed small, but instead has jumped into the big arena going up against Nike and Adidas in the sports garment industry. Half the US share of Nike, but on the verge of over-taking Adidas for the #2 slot. And the brand is celebrating year 20.

Capturing athlete endorsements is a big bucks gamble, a bit like signing a top draft pick and hoping they can catch the ball. Look at any draft and half the first round makes it. Under Armour’s first big attempt to land a top dog was their bid for Kevin Durrant, but he ended up with Nike. But now they were in the game.

Most people start deciding what sports brand they want to get behind in High School or College, then stick with it the rest of their life. So, the 15-25 year old is the target of all your athlete endorsement. Whether by good solid scouting, a bit of luck and hard work, let’s look at the amazing roster of Under Armour.

The Under Armour Roster

So which athlete does the 15-25 year olds love? Steph Curry. Under Armour has him, signed at $4 Million a year compared to Kevin Durrant’s $30 Million per or Adidas with James Harden at $20 Million per. As reigning NBA MVP and likely headed for a second straight he is a human-highlight reel every night. His Curry One shoes are selling through the roof.

Who is the best golfer on the planet?  Jordan Speith is 22 years old and just won two majors in 2015. Plus, he’s American. While Nike has Rory McIlroy for 10 years at $25 Million, Under Armour signed Spieth to a 10 year deal that is completely incentive driven, tied to performance. They initially offered him a 25 year contract.

Who is the best football player and certainly the one generating the most press?  Cam Newton. Yes, he’s polarizing and controversial, but only if you’re over 25. He is beloved by the teens. Under Armour has him.

Screen Shot 2016-03-11 at 12.04.06 PM

 

Who is the best hockey player on the planet? Goalie Carey Price. His injury alone this year has seen the complete collapse of the Montreal Canadiens. Under Armour has him.

Who is the best baseball player?  Bryce Harper. He’s likely the Cam Newton of baseball, high on controversy but an athletic freak at the plate. Under Armour has him. Best baseball pitcher?  Clayton Kershaw with the cool locks flowing with every pitch for the Dodgers.

Add Julio Jones, Dee Gordon, Sloane Stevens and even Misty Copeland in dance.

Speaking of Misty Copeland, here’s a defining brand changing moment TV ad (nearly 10 million views):

 

No doubt Nike’s roster is impressive. But they would kill to have this roster for the next 5 years. As for Adidas, they are likely scrambling to repair their roster. And maybe trying to hire the Under Armour scouts.

So are you now seeing how an underwear company has become a very cool brand? 

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter.custom_business_card_pile_15837 We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

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

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

Positioning 2016.111
Powered by Zedity

Ten Nike ads that will inspire you

Posted on Leave a commentPosted in Beloved Brands in the Market

“Just Do It”

Nike is one of the Beloved Brands of all time–and “Just do it” has been one of the best tag lines in history. Consistently, over the last 20-30 years, they’ve used inspiration and challenge to deliver the “Just Do It” advertising idea. Nike does such a good job owning inspiration that when I see someone else copy this area, I think “wow that’s a good spot, but that’s so Nike”. And then when I see Nike try to get funny or cute, I think “That’s not Nike, it’s off strategy for the brand”. When we measure advertising, we look at the ABC’S, attention, branding, communication and stickniness. Nike’s “Just do it” has been sticking in the minds and hearts of consumers since the mid 80s.

Marketing Execution 2016.067
Powered by Zedity

Here are ten that should inspire you to go work out today.

If you let me Play Sports

This is for all the women who kick ass in sports, including my daughter. From back in the late 90’s, Nike was ahead of its time. A likely inspiration to 2015’s the Always brand of: “throw like a girl”.

 

No Excuses

If this doesn’t get you off your ass and go to the gym, then nothing will.

 

Michael Jordan “Failure”

For the GOAT (greatest of all time) this shows a glimpse of the human side of Michael.   MJ has done more for the Nike brand than anyone.

Charles Barkley “I am not a role model”

Maybe not quite inspiring but truthful. This is long before all the disgraced athletes–Lance, Tiger, Kobe–and keeps it real as to athlete vs. celebrity vs. role model.

My better is better than yours

Just a simple challenge to instil the competitive fire in all of us.  I love taking on the consumers’ enemy, and the enemy that Nike’s consumer hates the most is losing.

Early Morning

Fighting against the natural tendency to just stay in bed.

Move

A good attention grabber from the 2002 Winter Olympics.

Everything you need

From the 2008 Olympics as Nike started to discover how they could dominate the games without even sponsoring.  This has a great energy.

 

Find your greatness

I believe this 2012 London Olympics campaign gets as close to the Brand DNA of finding your own greatness within you.  It’s not about celebrity or millionaires, or even gold medals.  It’s not about big greatness, but rather small greatness.  And that’s even bigger.

Jogger

I want to end with what I think is my favorite Nike Ad. I know this one receives mixed reviews but I believe in all of us there is someone who is fighting against what we were burdened with. In this case it’s weight. But I love that he’s trying.

 

What is your favorite Nike Ad?

 

Being better at Advertising is something you can learn

Advertising takes experience, practice, leadership and a willingness to adjust. Ask for advice. Watch others who are great. Never give your Agency new solutions, just give them new problems. Inspire greatness from your Agency; yet never be afraid to challenge them for better work. They would prefer to be pushed rather than held back. Be your agency’s favorite clients, so the agency team wants to work on your brand, not just because they were assigned to work on your business. Think with strategy. Act with instincts. Follow your passion. Be the champion who fights for great work even if you have to fight with your boss. Make work that you love, because if you don’t love the work, how do you ever expect the consumer to love your brand?

Below is a presentation for a training workshop that we run on getting Better Marketing Execution, whether that is through traditional Advertising, social, digital, search, event, retail stores and public relations. 

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter.custom_business_card_pile_15837 We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept.

We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

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

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

Positioning 2016.111
Powered by Zedity

 

10 things that good Advertising should do

Posted on Leave a commentPosted in How to Guide for Marketers

Marketing Execution 2016.006People always ask me “So what is it that makes a Brand Leader good at advertising?”

I used to think they must be more creative.  Or they are more in touch with creative people.   Or better yet, they are a visionary.

I never really thought these answers satisfied me.  Advertising is so much more than that.

In fact there are many things around advertising that have nothing to do with the creative.  There needs to be a great Brand Plan, the Creative Brief should be tight yet rich with insight. Brand Leaders have to manage the process and stay on strategy and they should have an ability to select the right media.  They should take risks. They have to be able to handle the stress of ambiguity against deadlines, and the pressure to make the numbers in the face of art. Advertising is half art, half science. They have to be able to give some freedom on execution, yet maintain a tight control on the strategy.

Brand Leaders must be good at giving good feedback, maybe even a bit fussy on details. Be nice though.  They have to love the work and bring that emotion to the table. What about motivating the team?  Not just motivating the creatives, but the planners, the account people, the editors and even the directors. Someone who is great at Advertising has to make decisions. They have to be able to walk in the shoes of the consumer, yet still live at the desk of the brand. They must have the ability to gain alignment with their own team and yet gain approval from the senior management of the company. They have to be able to sell the work.  At all stages. The list goes on and on.

There are just so many things that are required to get good advertising. Being creative is a great start. But it is more.

So after thinking about this question for a few years, I finally nailed it:  

A Brand Leader that is good at advertising is able to consistently get good advertising on the air, and keep bad advertising off the air.

Marketing Execution 2016.019It’s such a simple yet complicated answer. Almost as simple and complicated as David Ogilvy’s line “Clients get the work they deserve”. I know that is true, in every way that it is meant. I always ask Brand Leaders, “if you knew that how you showed up actually impacts the advertising, do you think you might show up differently?” I hope the answer is yes. But I’m not sure they do. Those great at advertising get it.

Sadly, there is an equally long list of things that make Brand Leaders bad at advertising. These days, there is so much learning on the job that people end up as the decision-maker in the room, sitting there trying to lead the advertising when they haven’t even properly trained on how to do it. Malcolm Gladwell says you’re an expert when you’ve had 10,000 hours.  And yet, there are Brand Leaders are thrust into leading an Ad Campaign with 20, 30 or maybe 100 hours. And no training. Even those who are supposed to teach you haven’t been trained.  So you are both learning. How can you consistently get good advertising on the air,  managing such a complicated process when you’re still learning. On the job.

The 10 things good advertising should do

Here’s a starting point for you when you’re judging creative.

  1. Set yourself apart. Beloved Brands must be different, better, cheaper. Or they are not around for very long.   The story telling of the brand’s promise should help to separate the brand from the clutter of other brands that are stuck in our minds. And that starts with creative that feels different and of course makes the brand seem different.
  2. Focused! A focused target, a focused message, a focused strategy against a focused communication idea, a focused media.  The whole discipline of marketing is founded on focus, and yet Brand Leaders struggle most in this area.  They always want that “just in case” option.  Marketing Execution 2016.031
  3. Keep the idea and communication very simple. Communication is not what is said, but what is heard. Too many people try to shout as many messages as they can in one ad. What does the consumer hear? A confusing mess. By throwing multiple messages you are just making the consumer do the work of deciding the most important message, because you couldn’t figure it out. My challenge to you is to stand up on a chair and yell your main message as though you are standing on top of a mountain.  If you can’t YELL it out in one breath, then your idea is too complex. Or just too long. The Volvo Brand Manager gets to yell “Safety” in one clean simple breath. Can you do that?
  4. Have a good selling idea. While Big Ideas break through, they also help you to be consistent, because you have to align your thinking to the Big Idea. You’ll see consistency over time, across mediums–paid, earned, social and search–and you’ll see it throughout the entire brand line up of sub brands. Consumers will start to connect to the big idea and they’ll begin to relate your brand with that big idea. Look at your ad:  does it have a big idea?
  5. Drive engagement: Too many Brand Leaders forget to engage the consumer. They get so fixated on saying their 7 messages that they figure the ability to capture attention is just advertising fluff. But it all starts with attention. The consumer sees 5,000 ads a day and will likely only engage in a handful.   If you don’t capture their attention, no one will remember the brand name, your main message or any other reason to believe you might have.
  6. Let the Visuals do the talking. With so many ads, you need to have a key visual that can capture the attention, link to your brand and communicate your message. The ‘see-say’ of advertising helps the consumers brain to engage, follow along and remember. As kids, we always love the pictures. We still do.
  7. Sell the solution, not the product. Consumers use brands to solve problems in their lives.  Your brand will be more powerful if it solves the problems of life. Figure out the consumers’ enemy and conquer it on their behalf. Consumers don’t care about what you do, until you care about what they need. No one has ever wanted a quarter-inch drill, they just need a quarter-inch hole.
  8. Be Relevant with the Consumer. A beloved brand finds a way to matter to those who really care.  It’s not only the right brand promise that matters, but the right communication of that promise. You can’t sell carpet cleaning to someone who only has hard wood floors. And you can’t sell a golf ball that goes 20 yards farther to someone who despises golf.
  9. Make ads that are based on a consumer insight. Insights are not facts about your brand. That’s just you talking AT the consumer. Insights are something the consumer already knows but they didn’t realize that everyone felt that way. Insights enable consumers to see themselves in the situation and once you do that, the consumers might then figure the brand must be for them. Insights allow you to connect and turn the ad into a conversation.
  10. Tell the story behind the brand. There should be richness in your brand’s purpose. Why did you start this brand? How does your brand help people? Why do you get up in the morning? Remember:  people don’t buy what you do as much as they buy why you do it.

 

Marketing Execution 2016.055

 

The ABC’S of Advertising

Another way to rephrase this list is through the ABC’S: Attention Branding Communication and Stickiness.  

  • 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.

 

Marketing Execution 2016.054

 

Be a Better Client

If how you show up to the agency will produce better advertising work  Then show up right.  

Agencies should be treated like trusted partners, not suppliers. Engage them early asking for advice, not just telling them what to do and when. If you tell an agency what to do, there will only be one answer “YES”. But if you ask them what to do, there are three answers:  yes, no or maybe. Seek their advice beyond advertising.   Build a relationship directly with the creative teams. Be more than “just another client”.

Getting great advertising is a balance of freedom and control. Most Marketers allow too much FREEDOM on the strategy but want to exhibit CONTROL on the creative. It should be the reverse, you should control the strategy and give freedom on creative.  Don’t go into a creative meeting with a pre-conceived notion as to what the ad should look like. Creative people are “in the box” problem solvers. What they don’t want a) blank canvas b) unclear problem and c) your solutions to the problem.  Let them be in the box and find the solution for you. That’s what motivates them the most.

Advertising must do something for your brand. It must make the consumer think, feel or act differently than before they saw the ad.

 

To see the Beloved Brands workshop training presentation on getting Marketing Execution click no the link below: 

 

Beloved Brands: Who are we?

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

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

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

Brand Careers 2016.107

Beautiful Remembrance Day ad will bring a tear to your eye

Posted on Leave a commentPosted in Beloved Brands Explained

ce0c5f924f69811fb32dcea47485Remembrance Day is a special day in Canada, as we take a moment of silence at 11am on the 11th day of the 11th month, to commemorate the very moment that World War One ended. Before showing Bell’s new TV ad, here’s a little history about Remembrance Day in Canada:

Remembrance Day (also known as Poppy Day) is a memorial day observed in Commonwealth of Nations member states since the end of the First World War to remember the members of their armed forces who have died in the line of duty. Remembrance Day is observed on  the 11th of November to recall the end of hostilities of World War I on that date in 1918, as hostilities formally ended “at the 11th hour of the 11th day of the 11th month”.  Every Canadian kid learns about “In Flanders Fields”, which is a war poem, written during the First World War by Canadian physician Lieutenant Colonel John McCrae (November 30, 1872 – January 28, 1918) who was a Canadian poet, physician, author, artist and soldier during World War I, and a surgeon during the Second Battle of Ypres, in Belgium. He was inspired to write “In Flanders Fields” on May 3, 1915, after presiding over the funeral of friend and fellow soldier Alexis Helmer, who died in the Second Battle of Ypres. According to legend, fellow soldiers retrieved the poem after McCrae, initially dissatisfied with his work, discarded it. “In Flanders Fields” was first published on December 8 of that year in the London-based magazine Punch. The red remembrance poppy has become a familiar emblem of Remembrance Day due to the poem In Flanders Fields. These poppies bloomed across some of the worst battlefields of Flanders in World War I, their brilliant red colour became a symbol for the blood spilled in the war.  McCrae died of pneumonia months before the end of the war, while still working at a hospital for Canadian soldiers in Belgium.

Here is the Remembrance Day poem:

 

10676152_10154731864730332_2660724263171587675_nI set that up because this new Bell ad tells a beautiful story from the eyes of a little girl, as she learns about Remembrance Day and does something very touching for a veteran. It’s a very Canadian storyline and I hope you can appreciate every little subtlety in this ad. There are no words and you have to pay close attention to every detail. In the ad, a little girl peers out a school bus window and sees a veteran selling poppies by the side of the road. It prompts her to google “what is a poppy”, which starts her on the learning process about Remembrance Day. The little girl emails someone in Belgium, asking if they are near Flanders Field, a link to the poem above. Then a letter arrives, presumably from the person in Belgium. The little girl takes the letter to the veteran, giving it to him in a very touching tribute and a beautiful moment.

In Canada, most people will wear a poppy in early November as a tribute to our veterans. Everyone knows the poem, as we learn it in school, with most schools holding a Remembrance Day ceremony, with veterans in attendance. This ad is a beautiful tribute to Remembrance Day in Canada and a reminder: Lest we forget. Here’s the ad:

Bell Canada has a long history of paying tribute to our veterans. Below is an ad from the mid 90s, when we were still excited that we could call from anywhere. In the ad, a young 20-year-old visiting Dieppe phones home to Canada to talk to his grandfather, just to say “thank you”. Dieppe holds a special place for Canadians. Two years before D-Day, 6,000 Canadians tried to land on the beach at Dieppe, but less than half survived. We see many tributes to the soldiers, but this one sends a chill through me every time I watch.

Wear a poppy. Lest we forget.

How to lead a Business Review on your brand

Posted on 1 CommentPosted in How to Guide for Marketers

2015 logo profile pic versionBefore engaging in your brand planning process, it is a good discipline to start off by doing a deep dive analysis on everything on your business. And I mean everything.  

Yes, everything!!!

When I was at J&J, we had the luxury of getting our Assistant Brand Managers (ABM) to spend 6 weeks looking at everything on the brand and then getting them to present it to the marketing leadership team. Here’s a little secret: it sounds a little cruel, but we hinted that the business review was a “bit of a test” that would impact your career trajectory. If you give an A-type personality from the best MBA programs a month to dig in and you hint that it’s a “test”, you get some of the best brand reviews ever!  These ABMs also spent a full day each month digging into the monthly consumption and sales numbers and writing up a monthly report which helped keep us on track all year. When I became a Brand Manager, I said “thank god I’m no longer have to do all that analysis, and I can now spend more time just thinking”. But as I moved up to Director level and up to the VP level, I started to lose touch with what was really happening on the brands. So, rather than just pass on the ABM’s monthly report to my boss, I would block off a morning and do up my own monthly report. I dug in on the share data, looking for breaking points in the trend line, questioning any splits I would see after breaking out the regions, channels or sizes. Many times, I’d come up with new conclusions not considered and I’d pass them back down. With that analytical training as an ABM matched up against my experience, I found I could go faster than I used to–because I knew what to look for.

The lesson I learned, is that to free yourself up to do the thinking, you need to first dig in and do the questioning. 

As Abraham Lincoln said, “Give me six hours to chop down a tree, and I will spend the first four sharpening the axe”

At Beloved Brands, we believe in digging deep and we live the six principles for good analytics: 

  1. Opinions without fact to back them up are just opinions and can leave a room divided:  you will gain more support for your analysis by telling analytical stories through data.
  2. Absolute numbers by themselves are useless: only when given a relative nature to something important do you find the data break that tells a story. Slide1
  3. The analytical story comes to life when you see a break in the data: comparative indexes and cross tabulations can really bring out the data breaks and gaps that can really tell a story. 
  4. Like an old-school reporter, two sources of data help frame the story: Avoid taking one piece of data and making it the basis of your entire brand strategy. Make sure it’s a real trend.
  5. Deep analysis requires thinking time:  Asking these 5 questions can force the deeper richer thinking: What do we know? What do we assume?  What we think? What do we need to find out? What are we going to do? 
  6. Use tools that can help organize and force deep dive thinking in key areas:  SWOTs or Force Field type tools help organize your thinking and frame the discussion for others.

Deep Dive Business Review

  1. Category: factors impacting growth, trends, economic, changes happening in demographics, behaviors, consumption. Look at related categories.
  2. Consumer: define segments, buying habits, growth trends, key insights for each segment, buying system analysis, leaky bucket, consumer perceptions through tracking data and research
  3. Channels: look at each channel’s performance, major customers, sales performance, tools for winning used in each channel
  4. Competitors: dissect competitors looking at positioning, pipeline, pricing, distribution differences, consumer perception, strategies. Complete a brand plan for each competitor.
  5. Brand: look at internal and external health and wealth of brand. Use financial analysis, brand funnel data, market research perceptions. Look at advertising results, pricing strategies, distribution gaps and do a complete leaky bucket analysis.
  6. Health and Wealth of Brand: look at factors driving the internal health and wealth and the external health and wealth of the brand.
  7. What’s driving growth: summation of the top 3 factors of strength, positional power or inertia that can be a proven link to growth.
  8. What’s inhibiting growth: summation of top 3 factors of weakness, un-addressed gaps or friction holding back the growth of the brand.
  9. Opportunities for growth: specific untapped areas that would fuel future growth, based on unfulfilled needs, new technologies, regulation changes, removal of trade barriers.
  10. Risk to future growth: changing circumstances create potential risk to your growth pattern, based on changes in consumer needs, threat of substitutes, barriers to trade, customer preference, or attacking your weaknesses

Slide1

At Beloved Brands we teach brand leaders good analytical principles about telling stories with data to gain more support for your analysis. We look at every part of the health and wealth of a brand looking at the category, consumer, channels, brand, competitors. We teach how analysis turns fact into insight and how data breaks set up strategic choices. We look at how to turn analytical thinking into projections. And then we help to build an analytical story and presentation that’s ready for management review.

Slide1

Here is the Workshop that we run to help brand leaders be better at analytical thinking and help them to create better analytical stories. You’ll see how we are able to dig into every aspect of the brand as we provide tools for assessing the overall category to dissecting the competitor, how to analyze what’s happening with consumers and channels and then how to do a complete assessment behind the data of the brand. You have all this information, you should really use it.

       

In a world of BIG DATA, it’s only BIG if you know how to use it.

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:

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 see a workshop on THE BRAND LEADERSHIP CENTER, 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

Slide1

Bringing our blog to life through video

000f51eAt Beloved Brands, we have created a new video Series called BELOVED BRANDS 180. Each video will be 180 seconds (3 minutes) in length and our goal is to get Brand Leaders to do a 180 on their thinking. We want them to think different, because the thinking that got you this far, might not be enough to get to where you want to go next. Today’s video topic is “How to write a brand positioning statement”. Brand positioning statements provide the most useful function of taking everything you know about your brand, everything that could be said about the consumer and making choices to pick one target that you’ll serve and one brand promise you will stand behind.

Video on “How to write a winning brand positioning statement”

Posted on Leave a commentPosted in How to Guide for Marketers

Bringing our blog to life through video

000f51eAt Beloved Brands, we have created a new video Series called BELOVED BRANDS 180. Each video will be 180 seconds (3 minutes) in length and our goal is to get Brand Leaders to do a 180 on their thinking. We want them to think different, because the thinking that got you this far, might not be enough to get to where you want to go next. Today’s video topic is “How to write a brand positioning statement”. Brand positioning statements provide the most useful function of taking everything you know about your brand, everything that could be said about the consumer and making choices to pick one target that you’ll serve and one brand promise you will stand behind.  While we think this brand positioning statement sets up the creative brief, it should really set up everything the brand does–equally important for internal as everyone should follow to what the positioning statement says.

 

Finding your uniqueness

Brands are either better, different or 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.  

Slide04

Map out everything your consumer wants–all the possible need states. Then map out all the benefits that you and your competitors can do better than anyone else–both functional and emotional zones.  You want to find that intersecting zone where what you can do best matches up to a need state of the consumer.   Then find a way to serve that need state to the best of your ability and transform it into an even bigger deal than first meets the eye.   Avoid the intersecting zone where your competitor is better than you and please avoid that zone where you and your competition foolishly battle in an area that “no one cares” about.   The battle ground  zone is where both you and your competition can satisfy the consumer need at an equal rate.  To win in this situation, you need to get creative and find ways to out-execute or find some emotional connection that changes the game and makes you the clear winner.  

The Brand Positioning Statement

A best in class positioning statement has four key elements: 

      • Target Market (a)
      • Definition of the market you play in (b)
      • Brand Promise (emotional or rational benefit) (c)
      • The Reason to Believe (RTB) the brand promise (d)

The more focused your decisions, the more successful you will be: decide on one target, one promise and maybe  one or two reasons to believe that help to directly back up your promise.  But the target shouldn’t be everyone 18-65, and don’t throw your eight best features at the wall and hopefully something sticks.  And the reason to believe has to back up your promise, not be a whole new promise.

The classic way to write a Brand Positioning Statement is to take the elements above and frame them into the following:  For the target market (a) Brand X plays in the market (b) and it gives the main benefit (c). That’s because of the following reasons to believe (d).  This is what it looks like when you put them into this format:   

Slide11Looking at the example above for Gray’s Cookies (fictional brand), the target is proactive preventers, who want to do everything for their health, including sacrificing what they eat.  That’s all about a consumer that wants control. The main benefit is guilt free control, with the balance of taste and health in the cookie.

The biggest thing you have to do is make tough decisions.  Find the target of those you can get to love you, rather than trying to sell to everyone that might one day like you.   Match up your benefits to the need states of the consumer.  And leverage where you are on the Love Curve to determine how much emotion you are able to build into your Brand Positioning Statement.

Who is Your Target?

Beloved Brands know who their customer is and who it is not.  Everything starts and ends with the Consumer in mind.  Spreading your limited resources across an entire population is cost prohibitive–low return on investment and low return on effort.  While targeting everyone “just in case” might feel safe at first, it’s actually less safe because you never get to see the full impact.  Realizing not everyone can like you is the first step to focusing all your attention on those that can love you.  It becomes all about choices and you will be much more effective at convincing a segment of the population to choose your brand because of the assets and promise that you have that match up perfectly to what they want.Slide06

To demonstrate knowledge of that target, defining consumer insights help to crystallize and bring to life the consumer you are targeting. The dictionary definition of the word Insight is“seeing below the surface”.   Too many people think data, trends and facts are insights.  Facts are merely on the surface—so they miss out on the depth–you need to bring those facts to life by going below the surface and transforming the facts into insights.

When insight is done right, it is what first connects us to the brand, because we see ourselves in the story.  Insight is not something that consumers didn’t know before.  It’s not data or fact about your brand that you want to tell.   That would be knowledge not insight.   Insight is something that everyone already knows and 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 who felt like that”.  That’s why we laugh when we see insight projected with humor, why we get goose bumps when insight is projected with inspiration and why we cry when the insight comes alive through real-life drama.  

What’s the Benefit?

The next decision is the main benefit you want to focus on.  Doing a Customer Value Proposition (CVP) helps to organize your thinking as a great tool for bringing the benefits to life.  

Slide09

Hold a brainstorming session with everyone who works on the brand so you can:

    1. Get all of the consumer insights and need states out.  
    2. Match them up against the list of the best features the brand offers.  
    3. Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over again “so if I’m the consumer, what do I get from that?”. Ask it five times and you’ll see the answers will get richer and richer each time you ask.  
    4. Then find the emotional benefit by asking “so how does that make me feel?”  Ask that five times as well, and you’ll begin to see a deeper emotional space you can play in and own.   

Some CVPs can end up very cluttered, but the more focused you can make it the easier it will be for you to choose which one you will stand behind, and which one benefit you’ll communicate.  Slide1That’s right: JUST ONE BENEFIT!  Agencies use so many tricks to get it down to the ONE THING.  Examples of this could be a postcard or a bumper sticker, or silly questions like “what would you say to get someone to marry you” or say in an elevator. My favourite is to get people to stand up on a chair and “SHOUT FROM THE MOUNTAIN” what your benefit is.  It forces you to want to scream just ONE THING about your brand—keep it simple.  You can’t scream a long sentence.  And if you are into math, another way to look at this is through a simple function, where the probability of success (P) is directly linked to the inverse of the numbers of messages (M) you have in your ad:   P = 1 divided by 1 to the power of M.  My guess is that if you find this last formula motivating, maybe marketing isn’t for you.

Emotional Benefits

People tend to get stuck when trying to figure out the emotional benefits.  I swear every brand out there thinks it is trusted, reliable and yet likeable.  It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers.   Companies like Hotspex have mapped out all the emotional zones for consumers.   I’m not a researcher, but if you’re interested in this methodology contact Hotspex at http://www.hotspex.biz  Leverage this type of research and build your story around the emotions that best fit your consumer needs.  Leveraging Hotspex, I’ve mapped out 8 zones in a simplistic way below. Within each of the zones, you can find emotional words that closely align to the need state of the consumer and begin building the emotional benefits within your CVP.  It almost becomes a cheat sheet for Brand Managers to work with.  But you want to just own one emotional zone, not them all.  

Slide10

Reasons to Believe (RTB’s)

If we borrow from classic logic below, they teach you to one conclusion and two premise.  I took one logic class and sat there for 13 straight weeks of premise-premise conclusion.  Easy class, but the lesson has stuck with me:

      • All fish live in water (premise)
      • Tuna are fish (premise)
      • Therefore, tuna live in the water (conclusion)

In a positioning statement, the brand benefit would be the conclusion.   And the Reason to Believe (RTB) would be the supporting premise.  I say this for a few reasons.  First, the RTB should never be the conclusion.  The consumer doesn’t care about what you do, until they get something from it.  The benefit has to come from the consumers’ shoes.  Second, if pure logic teaches two premises are enough to draw any conclusion, then you really only need two RTBs.   Brands with a laundry list of RTBs are not doing their job in making a decision on what the best support points are.  You either force the ad agency to decide what are the most important or the consumer to decide.  By deferring, you’re weakening your argument.

While this helps with HOW to write a positioning statement, ask Beloved Brands how we can help really bring the concepts to life with a workshop with your team as well as writing of the final concept options.  We promise to bring magic to the concept which will help get you into the right positioning.   For more reading on how to turn this positioning statement into a concept, follow this link:  How to write a winning Brand Concept statement

Now go find your brand’s point of difference

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 see a workshop on BRAND STRATEGY, 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

Slide1