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

 

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

 

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

Is K-Mart’s “Ship My Pants” a good Ad?

Posted on 1 CommentPosted in Beloved Brands Explained

I have to confess, it’s a very cute ad.  It makes me giggle every time.  I’ve shown it to my teenage kids, I’ve posted it on Facebook and Twitter.  And I’ve watched it again and giggled more.  But is it a good ad?   And I guess the bigger question might be is it the right ad for K-Mart?

Here’s the ad:

Is it a Good Ad?

The test of a good ad that I use is the ABC’S of Advertising which is Attention, Branding Communication and Stickiness.  

  • Attention:  A+  This ad definitely captures attention with a high degree of humor.  It’s as funny as a Seinfeld episode.  And for those of us, like me, it has that sharing power set up perfectly for social media.
  • Branding:  C+  The ad doesn’t do that great of a job with the brand.  And right now, K-Mart is definitely at the Indifferent stage of the Brand Love Curve, so what it really needs is to help separate the brand from the pack.  Other than scoring for “this brand is funny”, this doesn’t really separate K-Mart out from the pack?   I’d likely give this a higher score if the brand was targeted to a younger audience or if it was in an edgier category, the joke would have been a perfect fit for (e.g.  EB Games or West 49)
  • Communication:  B+   If K-Mart’s only objective is to establish that it does shipping, then it would be A+, but because of the vast needs for the brand, I’m a bit surprised they can turn K-Mart around by offering free shipping.  This does nothing to separate the brand:  LL Bean can ship pants, but LL Bean has pants I want shipped.   The other weird part of the communication is that 90% of the visuals are IN the store yet the real big win is there’s an on-line play.  If it’s IN the store, most items in a mass merchandiser store are so small that you don’t need them shipped.   So I’m saying mixed.
  • Stickiness:  A  It certainly sticks and the amount of sharing and talk value it has generate helps. It may be polarizing to certain segments of the mass audience–some may be offended–so it may stick for the wrong reason with the wrong circumstances.

So overall, I’d rate the ad a solid B+ to A=.  Very funny Ad.  

But, is it the right Ad for K-Mart?

Let’s look at the K-Mart strategy through the lens of the 5 sources of connectivity that help connect the brand with consumers including the brand promise, the strategic choices you make, the brand’s ability to tell their story, the freshness of the product or service and the overall experience and impressions it leaves with you.

Slide1

Brand Promise: The promise as stated is you can now get all the great stuff at K-Mart shipped right to your house.  Who is the target?   Based on the tone of the ad, you would think it’s such a younger audience, but does a younger audience shop at K-Mart.  I know there will be people say “well with this funny ad, maybe now kids will shop there?”   Really?   Is that how you think advertising works?  

Strategy:  I’m not quite getting the strategy here.  K-Mart is nearly bankrupt and has not had a true reason for being for  the last 40 years.  Brands are either different, better or cheaper.   Wal-Mart beats it on price, Target beats it on style.  

Story:  The is trying to deliver the brand promise, but the tone feels wrong.  As Ted Mathews, author of Brand: It Ain’t the Logo* (*It’s what people think of you.) said “The K-Mart ad is completely off-brand character.  It will alienate the last remaining 50+ customers they have.  This is what happens without a Brand Foundation.  

Innovation:  This is 2013.  E-Commerce isn’t really innovative is it?  The idea that I can order pants on-line and have them shipped to my house might have been innovative around 1997.   But nowadays, buying pants on-line doesn’t exactly say “Hey Everyone K-Mart is really innovative”.  

Experience:  If there was a brand death pool, K-Mart would be near the top of the list.  Every time I drive by one, only then am I reminded that they still exist.  And then I say “why?”.  As I watched this ad, my first reaction was “yeah, but they are still crappy pants that no one wants”.  It reminds me of the Woody Allen joke:  “this steak is awful and the portions are so small”.  Yes I can ship the pants, but quite frankly, I don’t want the pants.  

Using these 5 Connections, I would say that, other than a funny gag, the ad does nothing to connect consumers with the K-Mart Brand. 

Ship My Pants: Good Ad, Wrong Brand

To read more about getting Better Advertising, follow this presentation:

 

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

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.

Ten Nike Ads that Will Inspire You

Posted on 1 CommentPosted in Beloved Brands Explained
“Just Do It”

Nike is one of the Beloved Brands of all time.  While I argue that a Beloved Brand requires all 5 connectors–brand promise, strategy, advertising, innovation and tumblr_matv8lz8Iy1rb4h0ao1_1280experience–the one that most jumps out the most for Nike is their advertising.  Consistently, over the last 20-30 years, they’ve used inspiration and challenge to deliver the “Just Do It” brand idea.  Nike does such a good job owning inspiration that when I see someone else copy, I think “wow that’s a good spot, but that’s Nike”.  And when I see Nike try to get funny or cute, I think it’s off strategy for the brand.  

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.

No Excuses

If this doesn’t get you off your ass, 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 fav Nike Ad?

 

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

To see a training presentation on getting Better Advertising: 

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 get you better advertising or ask how we can help train you to be a better brand leader.

10 things that good Advertising should do

Posted on 10 CommentsPosted 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.

It’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 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.

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

 

Five Best Sports Ads of 2012

Posted on 3 CommentsPosted in Beloved Brands in the Market

Given it was an Olympic year, it was a good chance for brands to leverage the games to stand out.  But my favorite ad was not about what an athlete was doing on the court but what he was going through off the court.  The injury to Derrick Rose was a dramatic turn in the sports world and the story telling that Adidas did around the injury was brilliant.

#1 Derrick Rose Adidas

This is my favorite sports-related TV ad, because of the drama that is created through the spot–whether it’s the freeze once he gets injured or the rhythm created from him working out.

 

Adidas did a great job taking the idea on-line, and turning the story of Derrick Rose’s return into a series of 3-minute videos that show the behind-the-scenes look at his return effort.  It’s supported on twitter with #thereturn where fans continue to comment as we anticipate his return shortly.

#2 Nike “Find Your Greatness” at the Olympics

Even though, they were not a sponsor of the Olympics, Nike managed to steal the spotlight and stand out with this TV ad.  While everyone else was talking about the super stars of the games, Nike reached down their roots of the average athlete.   I love the kid on the diving board at the end of the spot.

#3 P&G Moms Campaign

I thought P&G did a very nice job at the Olympics, the one sponsor that seemed to jump out.  (Nike was never a sponsor)  There were two takes that I liked, the first was “Thank You Moms” which showed everything that moms did for their athletes.   I’m sure quite a few moms were shedding a few tears over this one.

The second P&G ad spoke to the idea that “they’ll always be kids” and it showed the athletes depicted as little children.

#4 Ray Lewis Visa

Ray Lewis is one of the toughest football players, and I love how they’ve warmed him up by having the little kid ask cute questions.

#5 National Lottery in the UK

Very warm and telling spot about sending your daughter to the Olympics.  It’s a nice drama and beautifully shot TV ad.

What’s the best Sports ad you’ve seen this year?

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

 

To see a training presentation on getting better Advertising: 

 

Positioning 2016.112

 

 

Some of the best Christmas Ads I’ve seen

Posted on 6 CommentsPosted in Beloved Brands in the Market

Christmas is a great time to drive home the connection between consumers and the brand.  But not everyone can pull it off.  You likely need to have an established love for your brand already or it would come across as lacking authenticity.  Brands here like Coke, Kellogg’s, Budweiser, Tim Horton’s, Canadian Tire and even Target have strong emotional connectivity that they can use at this time of year.   But the boss of Christmas season has to be John Lewis who every year comes out with something huge.  Some get too wrapped up in making sure they sell product at the same time.  That’s a complete turn-off.

John Lewis

The best Christmas ads I’ve ever seen are from John Lewis, the department store in the UK.  They use beautiful music, a movie-like storyline that demonstrates the beauty of gift giving, stretched out over 90 seconds.    No words are needed to tell the story.  They are not loaded with so much branding that they would turn you off before inviting you in.  They tug at the heart and bring a reminder of what the season is all about:  the gift of Giving. 

I think this is the best one in the John Lewis (2011) series so far, with a nice twist at the end.

This is also a great one from 2010

 

And finally, you can see the one from 2009, which really shows that over the 3 years, they’ve been able to create this ownable idea for themselves.

 

But then, this year’s John Lewis Christmas ad is a bit different.  As people have started to watch for the next great John Lewis Christmas ad (myself included), I guess they have to push the creativity, but this isn’t quite what I was hoping for.  A bit too dark for me, a bit disconnected from the John Lewis brand or the series of ads over the past 5 years.  While a nice story, I think it’s a miss.  But the next one is only 11 months away.

 

I may be wrong, so if you love the new John Lewis ad, tell me you love it.

Coke

Coca Cola, the brand who came up with the look of how we see Santa Claus, makes a special ad every Christmas, to recreate the magic of Christmas.  Here’s a few great ones over the years:

From Argentina, here’s a brilliant take on spreading the joy of the season.  It’s a powerful message from a brand that has always owned Christmas.  

 

A very wholesome TV ad by Coke where life takes place in a snow globe.

 

And here’s a cute one…

Budweiser

The Budweiser Clydesdales were first introduced to the public in 1933, to celebrate the repeal of Prohibition.   August A. Busch Jr. presented the hitch as a gift to his father.   And that hitch proceeded to carry the first case of post-Prohibition beer.  Every Christmas you’ll see a team of Clydesdales pulling a case, a great icon of the American beer brand.

 

Not technically a Christmas ad because it air during the Super Bowl, but Clydesdales always make you think of Christmas.  This ad was aired just a few months and will give you goose bumps even a decade later.

Canadian Tire

This is your classic sentimental Christmas ad, talking about family.  It’s done very well by retailer Canadian Tire.   They told a nice story, about the modern family.

Tim Horton’s

This ad will make you cry just a little bit.  A nice touch of reality about being a parent from the old school to the new school.

Kellogg’s

A pretty darn whole ad, but pretty darn cute.  We do need a bit of wholesome serotonin at this time of year.

Target

The Target lady makes me laugh every time.  While everyone else is using kids in a tear-jerking sentimental way, Target uses humor and makes the art of getting the deal the idea.   Perfect fit for their value based positioning.  This Target Lady in red is adorable, representing the cheesiest of shoppers in all of us.

 

 

 

What’s the best Christmas ad you’ve seen?

 

Slide1

 

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

 

To see a training presentation on getting better Advertising: 

 

Positioning 2016.112

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

Posted on 18 CommentsPosted in Beloved Brands in the Market

When 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 five 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