How to lead the brand planning process

Posted on Posted in How to Guide for Marketers

Have you ever noticed people who say, “We need to get everyone on the same page” rarely have anything written down on one page? The same people who use the term “fewer bigger bets” are fans of little projects that deplete resources.

People say they are good decision-makers, yet struggle when faced with two distinct choices, so they creatively find a way to justify doing both options. 

A brand plan is an opportunity to make decisions on how to allocate your brand’s limited resources to the smartest ideas that will drive the highest return. Think of the plan as a decision-making tool to align your team with the best financial investment choices and the best decisions on how to deploy your people. The plan should then align and focus everyone who works on the brand, including the leader who writes the plan. 

Brand Plan Process

Brand planning process

Start by looking at building a consumer target profile and then building a brand positioning statement that balances the functional and emotional benefits. From there, build a brand idea that will connect with consumers and employees; to help line the brand idea up to the brand promise, brand story, innovation, purchase moment and the consumer experience. Build out your strategic brand plan that steers everyone who works on the brand. Lay out the vision, purpose, values, issues, strategies, tactics and goals. As you move to marketing execution, build out a creative brief, innovation plan and channel customer plans. 

1. Brand Positioning Workshop

Start with a brand positioning statement and brand idea that sets up a brand concept that will help your brand win in the marketplace.

Detailed explanation of our brand positioning process

As part of our brand strategy consulting process, start your brand positioning workshops by defining a focused consumer target profile with consumer insights, enemies and buying behaviors. From there, use our consumer benefits ladder to move your thinking from product features to the functional consumer benefits and emotional consumer benefits. At Beloved Brands, we have created our consumer benefit cheat sheets that have 50 possible functional benefits and 40 potential emotional benefits to help your team explore, define and focus on the right benefit space for your brand. We also have tools to find support points and claims to back up your consumer benefit. The goal is to find a winning brand positioning statement in a space that is unique, ownable, and motivating to your consumers. 

Once you have the brand positioning statement as a foundation, move on to help you build a brand idea that becomes your brand’s 7-second pitch. As a checklist, a great brand idea should be interesting, simple, unique, inspiring, motivating, and ownable. Then, stretch the brand idea out across the five touchpoints to drive consistency throughout your organization, which includes the brand promise, story, innovation, purchase moment and consumer experience. Finally, take all this great work and turn it into a brand concept and a brand story that sets you up to execute and win in the marketplace.

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Read more on our brand positioning process

2. Strategic Brand Plans Workshop

Build a strategic brand plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth.

Detailed explanation of our strategic plan process

At the beginning of the brand strategy consulting planning process, start with a deep-dive business review to look at every aspect of the brand, including the marketplace, consumers, channels, competitors and the brand. This analysis can include key interviews with executives and customers, as well as an audit of competitors and your brand’s work. After the review, summarize the drivers and inhibitors currently facing brand, and the potential risks and opportunities we see in the future.

Through our brand strategy consulting workshop, we use our Strategic ToolBox questions to open up your team’s thinking and help you frame the key issues facing your brand. Lay out each element of the strategic brand plan, with unique tools to inspire thinking and guide the writing of brand vision, purpose, values, key issues, strategies, and tactics. Once you finalize all the plan elements, put the strategic brand plan on one page and in a formal presentation.

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Read more about our brand plan process

3. Marketing Execution Planning

Align your marketing execution behind a brand idea that tightens your bond with consumers and moves them through their buying journey

Detailed explanation of our marketing execution process

We believe the goal of any marketing execution is to tighten your bond with consumers and drive demand for your brand. From the positioning work, we stretch your brand idea across all five consumer touchpoints: promise, story, innovation, purchase moment and consumer experience. With our brand consulting process, we make sure the execution will move consumers through the stages of the purchase journey. 

To focus your agencies, start with a creative brief that takes the work of the brand positioning and the strategic brand plan. The brief will focus any outside agency in developing smart, creative advertising and media decisions. Work with sales to find programs that work at the purchase moment through retail channels, packaging, e-commerce, direct selling, customer service and merchandising. Moreover, work with product development to create an innovation process that brainstorms new ideas, turns them into concepts, looks at a testing and assessment method, and then builds and executes a launch program. 

With my 20 years of marketing experience, I can offer coaching and consulting on any marketing execution including advertising, media, innovation, in-store promotions, and internal marketing communications. 

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Read more on our creative brief process

For our brand planning workshops, we use our customized brand planning workbooks to help challenge and guild and push your team through each stage of the brand positioning, analytics and brand plan process. In each of the workbooks, we pose very challenging exercise that can provoke the thinking of your teams. 

Brand Consulting

Watch our video to see how our brand strategy consulting process can help your brand find growth

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This type of thinking can be found in our Beloved Brands and B2B Brands playbooks

Learn to think, define, plan, execute and analyze your brand

  • You will find strategic thinking models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies. 
  • To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. 
  • For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar, and specific project plans. 
  • To grow your brand, I show how to make smart decisions on marketing execution around creative advertising and media choices. 
  • When it comes time for marketing analytics, I provide all the analytical tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand.

You will learn everything you need to know so you can run your brand. My brand promise is to help make you smarter so you can realize your full potential.

You can find Beloved Brands and B2B Brands on Amazon, Rakuten Kobo or Apple Books

Five simple questions to kickstart your Brand Plan

Posted on Posted in How to Guide for Marketers

brand plansA brand plan is an opportunity to make decisions on how to allocate your brand’s limited resources. A smart brand plan has a vision, analysis, key issues, strategies and execution plans. Focus on the smartest ideas that will drive the highest return. Think of the plan as a decision-making tool to align your team. Make the best financial investment choices and the best decisions on how to deploy your people. The plan should then align and focus everyone who works on the brand, including the leader who writes the plan. 

When you start your brand plan, the worst thing you can do is open up a PowerPoint document and begin to type away on a blank page. You will get writer’s block, or you will assemble a complete mess. Remember back to when you wrote a term paper in college. The essay was always easier to write and a much better end product when you took the time to write out a rough draft outline before you started the final document.

Annual Plan on a Page

The annual brand plan has three distinct sections: analysis, issues and strategies, and execution plans.

  • The analysis section lays out the summary from the deep-dive business review with an overview of the top three points, which envelop what is driving your brand’s growth, what is inhibiting your brand’s growth, which threats could hurt your brand and what opportunities your brand faces.  
  • The key issues and strategies section focuses on the top three issues getting in the way of achieving your vision. You should put the issues in question format. And the strategic solutions are the answers that match up to each of those questions. Set goals to measure your brand’s performance against each strategy. 
  • The execution section maps out the specific plans for each of the chosen execution areas that line up to most essential consumer touchpoints.  

I first came up with this “brand plan-on a page” format when I led a team with 15 brands. It helped me see the big picture quickly, rather than having to hunt through a big thick binder. Also, the sales team appreciated the ability to see the entire plan on one page quickly. Most salespeople also had 15 brands to manage with each of their customers. Everyone who works on the brand should receive the one-page plan. And then, keep it close by to steer their day-to-day decisions.

Five Questions worksheet

While it is easy to get writer’s block, it can be worse when you sit at your computer staring at a blank screen with the word “Vision” staring back at you.

Here are five simple questions to help you kickstart your first thoughts about your brand plan and decide on the big picture elements of your plan before fine-tuning and perfecting the writing.

  1. Where could we be?
  2. Where are we?
  3. Why are we here?
  4. How can we get there?
  5. What do we need to do?

Your written answers will start to reveal a rough draft outline of your brand vision, analysis, key issues, strategies, and some thinking on your execution and measurement, which form the entirety of your brand plan.

To start your rough outline, force yourself to write out three bullet points for each of the five simple questions. Make it challenging to narrow down your list to the top three points, as the extra effort now will help focus your mind on the most significant points.

It is very easy to get lost in the planning process. Many brand leaders will spend a few weeks writing a plan. As you solicit conflicting input from across the organization, it will add a layer of confusion to the plan you must sort through. It is easy to get lost in a mess.

I recommend you start with the five questions then keep coming back to this document a few times throughout the process to make sure you stay on track. These five questions keep you grounded and focused throughout the planning process.

For more on How to write a Brand Plan, click on this link: https://beloved-brands.com/2012/06/24/brand-plan/

 

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

20 thought starters to challenge brand managers to be better

Posted on Posted in How to Guide for Marketers

Here are twenty simple messages to provoke and challenge your thinking as a brand manager.

  1. Consumer Insight comes to life when it’s told in such a captivating way that makes people stop and say “hmm, I thought I was the only one who felt like that.:20 thought starters
  2. Can you explain your brand (or your personal brand) in 7 seconds, 2 minutes and 30 minutes? You should be able to organize your thinking.
  3. Strategic Thinkers see “what if” questions before they see solutions. They map out a range of decision trees that intersect and connect by imagining how events will play out. Moreover, they reflect and plan before they act. They are thinkers and planning who can see connections. Instinctual Thinkers see answers before questions. They get to answers quickly, and get frustrated in delays. They believe doing something is better than doing nothing at all. Instinctual thinkers opt for action over thinking. They are impulsive and doers who see tasks. They get frustrated by strategic thinkers.
  4. Learn to change your brain speeds, knowing when to go slow and when to go fast. Think slowly with strategy. Think quickly with instincts.
  5. The role of BRAND is to create a bond, power, and profit, beyond what the product itself could achieve. In fact, we only have brands, if we think we can make more money from the brand than just the product alone. The really is no other reason.
  6. The more loved a brand is by consumers, the more, the more powerful and profitable that brand can be.
  7. Halfway between the exactness of Science and the unknown of Art lies the power of an IDEA that can bring them together”
  8. The best brands are either different, better or cheaper. Or else, not around for very long. Do you know what your brand is?
  9. Consumers don’t care what you do until you care what they want. Instead of just yelling what you do, put yourself in the consumers’ shoes and ask yourself  “so what do get?” and then ask “so how does that make me feel?” This turns product features into consumer benefits, both functional and emotional. 
  10. The power of three helps provide focus. If your brand only has 3 strategies and each strategy only has 3 tactics, then you should be able to do an amazing job on all 9. Much better than 5 strategies times 5 tactics and 25 things. I would bet that my 9 would beat your 25 any day.
  11. The better your people, the better the work, the better the business results. So then, are you doing enough to make your people better? Invest in training your people.
  12. Ask your people at every stage “Do you love it?” and watch their eyes to see if they tell the truth. Because, if you don’t love the work, how do you expect your consumer to love your brand?
  13. A beloved brand uses the love consumers have for the brand to replicate the positional power of a Monopoly. And from that power, the Beloved Brand drives stronger growth and higher profits.
  14. Smart media plans start with understanding where the customer is, not where the media is.
  15. Analytical stories get decision-makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
  16. If you knew that being a better client would get you better advertising, do you think you’d be able to show up better?
  17. If you aren’t talented enough to come up with an ad in the first place, then why are you now talented enough to do something even harder: change the ad. Instead of telling the creative team your changes, I’d rather you give the creative team your problem with the ad, and let them figure out it rather than your solution for the ad and let them feel demoralized.
  18. Creative advertising people are problem solvers, not blue sky thinkers. So give them a problem, not a blank page. They are “in the box” thinkers not “out of the” box thinkers. Use your brief to put them in a box and your creative direction to put them in a new box.
  19. The classic flaw of Brand Plans is having both penetration and Usage frequency. Penetration Strategy gets someone with very little experience with your brand to likely consider dropping their current brand to try you once and see if they like it. Usage Frequency Strategy gets someone who knows your brand to change their behavior in relation to your brand, either changing their current life routine or substituting your brand into a higher share of the occasions. Trying to do both at the same time will destroy your plan.
  20. We control more than we think we do. But just like in sports, the most competitive weapon we have is the creation of time and space. The most competitive brands act quickly, before others do and create a space around themselves that they own, through reputation, and are free from attack.

You will find this type of thinking in my book, Beloved Brands.

Beloved Brands Book

I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.

Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a marketing plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

  • How to think strategically
  • Write a brand positioning statement
  • Come up with a brand idea
  • Write a brand plan everyone can follow
  • Write an inspiring creative brief
  • Make decisions on marketing execution
  • Conduct a deep-dive business review
  • Learn finance 101 for marketers

Available on Amazon, Apple Books or Kobo

We have the paperback and e-book version on Amazon. Click here to order: https://lnkd.in/eF-mYPe  

We are also on Apple Books, which you can click here to order: https://lnkd.in/e6UFisF

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.

🎈Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.

🎈 Build a marketing plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth

🎈Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey

🎈Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan

🎈Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson signature

 

 

 

 

 

 

 

 

 

 

 

The miraculous transition of China is happening, but it may take the entire century to complete.

Posted on Posted in How to Guide for Marketers

China is in the midst of rapid growth that will continue to transform the country into an economic powerhouse throughout this century. As a Canadian, I find it fascinating to see elements that are ahead and behind the western world.

Old world versus future world

There are many layers of complexity within China, whether cultures, tiers of cities or the stark differences in generations. The older adults are living the simple lifestyle they learned in the 20th century. It is common to see 50-year-olds riding basic bicycles to work. Or see people eating at small local eateries that do not look or feel safe in western standards.

However, young adults are not only modern; they appear to be living in the future, beyond western standards. Everything is app based, e-commerce driven, global payments and QR codes for purchasing or learning more. While we have the odd retailer specific payment app here in the West, we do not yet have globally accepted pay apps that stretch across all retailers.

Alibaba is a brand we all need to watch

On my two most recent trips to China, I have noticed a considerable decline in retailers, restaurants or even or taxis that take Visa. Everyone is using Alipay, linked closely to the Alibaba e-commerce giant (market capitalization of $350B) who could take on Amazon (market capitalization of $450B) on the world stage. 

alipayAs much as we in the west are fascinated with Amazon, do you think you understand Alibaba enough to learn from them? Alibaba’s market capitalization has gone from $200B up to $356B in the last 12 months. A 78% gain in 12 months. Wow. 

The social media app of choice is WeChat with almost a billion active users. WeChat provides text messaging, hold-to-talk voice messaging, broadcast messaging, video conferencing, video games, sharing of photographs and videos, and location sharing. You can even exchange contacts with people nearby via Bluetooth. Like Alipay, WeChat has a payment service that wants to be considered the digital wallet. When will these global payment systems become mainstream in the west? And who will own it?  

Income disparity is vast, but signs of improving

In the last ten years, the average income for China has tripled. The problem is that it is still under USD 10,000, compared with over $45,000 for many of the western nations it competes with. Within any statistics in China, there are layers of complexity. The most significant layer of complexity is around the disparity of income levels. 

While people of the west are trying to figure out solutions of rich versus poor, the evidence is even more overwhelming in China. With a high growth economy, they are starting to see the trickle-down impact of wealth, helping the creation of a real middle class in China.

It is expected that from 2012 to 2022, those in China making more than $34K US will increase from 3% currently up to 9%, and those in the growing middle class ($16K to $34K) will increase from 14% up to 54%.  These are huge jumps that will likely continue for the entire century. Wealth in China

The growing professional workforce will be the most significant force of transformation of the economy. Reminiscent of America in the 1950s, Chinese parents are investing in the education for their children, as they realize their children will be richer 20 years from now than they are today. This was the root of the American dream. 

The rapid growth of cities appears well planned

Shenzhen ChinaI loved my recent trip to Shenzhen, just across the water from Hong Kong. On a daily basis, thousands and thousands of Hong Kong residents stream across the border to work in Shenzhen. It’s not an easy commute going through border patrols and customs, to and from work each day.

Shenzhen is quickly transforming into a beautiful city. One of the most underestimated elements of China are the trees throughout the streets. When a westerner would think about cities of 25-30 million, we would normally think it must be a concrete jungle. Shenzhen in China is lined with gorgeous and rich trees. Similar to Shanghai of the French concession area. Keep in mind, Shenzhen did not even exist 20 years ago, and today, it is home to 20-25 million people. This city is benefiting from smart urban planning.

Luxury brands are everywhere

Within the city, they have created neighborhoods for the rich, with some of the nicest malls you will find. Evidence of the disparity of income is everywhere. Shenzhen MallsI went through an affluent shopping mall in Shenzhen that would rival any high-end mall in America. Hugo Boss, Coach, Sephora, Rolex, Lululemon. You name a brand, and this mall had it.

I browsed for prices and could not find any deals. Imported goods in China are a sign of prestige, yet you will have to pay for it through higher prices.

There are 2,600 Starbucks throughout China. If these high-end items are considered badge brands in the west, imagine what a badge it is to confirm your social status as one who has made it in China.

Further evidence was the cars on the road including Mercedes, BMW’s, Range Rovers, Ferrari’s and Audi’s. While China has recently become the #1 car market in the world, only those in the elite class are driving cars.

Bikes are still a reality

Most western cities have bike rentals, where you slide in your visa and take a gentle ride to see the sights. In Europe and North America, it’s something tourists would use. In China, these bikes offer a much more functional need state, and this is seen as a business that has been a disruption to transportation so that people can get to and from work. The bikes are not locked, and they do not accept Visa. People here use WeChat or Alipay payment apps on their phones, to scan the barcode on the bike and then pay and go where you need to go.

5 Questions for the future

As I look at the next 80+ years for China, here are the questions in my mind

  1. Will China make the shift a product-driven economy to a brand-driven economy? 
  2. Can locally grown brands begin to push back against the influx of the imported brands?
  3. How will China close the gap on Marketing talent, to be strong on strategy, analytics, brand positioning, brand planning and creative marketing execution?
  4. Will China be able to move some of their successful platforms such as WeChat or Alibaba into the western markets? Will we ever see a global battle between Alibaba and Amazon? 
  5. How long can China sustain such a growth mode before they need to make adjustments, and how will they handle the normal ups and downs of growth and recessions?

Here’s a Powerpoint presentation on how to get how to create a beloved brand, something for China to consider as they shift from product-driven economy to a brand-driven.

And, keep an eye out for the launch of our first book. We will be launching beloved brands in April of 2018.

beloved brands book

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson bio

Would you ever pay more for a bottle of water than you would for beer?

Posted on Posted in How to Guide for Marketers

This past week, I was in Shanghai, China and found the price of a bottle of Evian and Fiji water about ten times the prices of local bottled water (Nestle). And when I went into the Beer section, the water was still twice the price of a Budweiser beer (produced locally). You can also buy Coke or Gatorade much cheaper.

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The prices above  are in Chinese Yuan (1 CYN = 0.15 USD), with the US Dollar equivalent being just under $2.00 US for the Evian or Fuji water, and then only 21 cents US for the Nestle water. The Budweiser is only $1 USD and the Coke is about 50 cents US. Given any worries about “don’t drink the water”, you might easily be willing to pay for the Evian. Or just grab a few Budweiser’s and not worry so much about the water.

China is in a state of dramatic change

The economy of China has been going through vast changes and you see it live on the streets of Shanghai. The contrast of the modern sky scrappers of downtown Shanghai, with the small street neighborhoods with laundry hung out on the phone lines. The increasing number of Mercedes driving past old school three wheel bikes carrying layer upon layer of boxes for delivery. High end restaurants contrasting against live chickens being killed and bagged for dinner that night. The small boutique 100 square foot stores and the 80,000 square foot Carrefour Super Markets.

While China has benefited from global trade, making Apple computers and Nike shoes to be sold around the world, the government uses protectionist practices to ensure high transfer pricing to ensure local goods benefit.

A brand like Evian, with water from the French Alps can not maintain that positioning if they begin producing in a factory just outside Shanghai. In the Carrefour, they have three specific aisles for “Imported” goods, all recognizable Western brands, but all with dramatic price premiums to the local products. This aisle might appeal to the high number of expats living in China as well as the growing Chinese upper middle class. The rest of the grocery store has 10-20% global brands interwoven among the shelves of local goods. This sets up two specific strategies, produce locally (for instance Nestle) and compete directly with the local goods, or stay in the “Imported” and use the super-premium pricing as a strategy to set yourself apart.

I remember being in France in the early 1990s, where I found myself walking all over Paris for about 4-5 hours on a 35 Celsius day. I finally came across a store selling Diet Coke and it was the equivalent of $6. I was in shock, but my thirst overcame my Scottish blood and I guzzled down the most expensive Diet Coke of my life. Later on, my wife ordered a glass of wine for $3. One more reminder that if you eat and drink like the locals, you will be much better off.

Global Pricing Management Systems

Global pricing models get very complicated. With a desire to do well in every local market, you must consider regional and global pricing to ensure you avoid any grey-market activity. Most of the big global brands are using pricing corridors by region to ensure local pricing stays local. Here are five things when considering your pricing as you enter new markets.

  1. Define your Pricing Strategy in alignment with your business strategy and business objectives and based on a deep understanding of your own competitive position, customer insight and cost-to-serve. When starting to look at your pricing, here is what you should be considering.
    • Market Price: If you are confused, pricing studies that look at various options to identify the price elasticity. In general, the more loved a brand, a combination of interesting or important are more price inelastic. One water scare and Evian could charge $5 per bottle, without seeing a change in the volume would make it an inelastic price.
    • Value Price: A brand has good value if the price is deemed “fair”. For a marketer, the mid point hits when the perceived price and perceived value match up. If the price is too high, there is a risk of losing customers/volume. If the price is too low, there is a risk of not realizing the full profitability on the brand.
    • Strategic Price: the pricing strategy can actually impact the positioning as much as it just reflects the positioning. A super premium brand like Evian can make the consumer believe it must be a super premium if it really can command that value.
    • Short vs. Long-term Revenue Pricing: Marketers can get caught up in the addiction to pricing promotions. Once you get up to 30-50% sold on deal, the actual price begins to have little meaning for the consumer.
    • Portfolio Pricing (Price Points): One option for a brand entering a local market who wants to maintain the price of their global brand would be to create a specific local brand with a local price. This would allow you to own both the super-premium and the value priced brands, with the consumer never knowing you own them both.
  2. Operationalize Pricing Strategy in marketing activities and generate all required input for Price Execution.  Here are the factors you should be considering when you operationalize your pricing into the new markets.
    • Competitor Responses
    • Not-in-Kind (NIK) Replacements
    • Reduce/Increase attractiveness of business
    • Keep out competition
    • Setting Visible Market prices
    • Customer Reaction Product Pricing Cannibalization
  3. Implement Pricing Strategy and Price Determination framework into daily sales activities and transactional processing. As you evaluate the impact of your pricing in the market, here are the factors you should be looking at.
    • Buying Power
    • Supplier Power
    • Place in the Value Chain
    • Price Elasticity
    • Global vs. Local Supply and Demand
    • Capacity
    • Substitute products
  4. Define pricing capabilities and skill sets, establish pricing organization and assure consideration of legal requirements
  5. Enable pricing capability by monitoring and provision of tools, systems and processes related to pricing in an integrated manner

Pricing Waterfall

It is good discipline for brands to map out and manage their pricing waterfall. This provides a good control tool as you can track the waterfall over time and identify problems you are encountering. Here’s an example of the dimension involved in a pricing waterfall, helping move you from a desired price to a profitable price.

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So would you pay a 90% price premium for the Evian? I did. 

Here’s a presentation we use for the deep dive analytical thinking that can help you determine your pricing.

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

Has Coke lost their way?

Posted on Posted in Beloved Brands in the Market

Yes.

As a Marketer, I wish it wasn’t true. I am a huge fan of great Marketing and Coke has always been one of the best. Being a fan of Coke is likely how it feels for Manchester United fans to see your team fall to fifth place in the standings or Montreal Canadiens fans to see your team completely miss the playoffs. I hate seeing what’s happening with Coke.

I have heard a lot of Marketers suggest that Coke’s downfall is because “Coke is bad for you”.  Of course it is bad for you. So is beer, chocolate and fast cars and yet those categories are going strong. Plus, when looking at a change in sales, you must look to see what has changed. We have known that Coke was bad for you for the past 15 years, yet from 2000 to 2014, Coke saw strong steady years of growth. Coke’s Marketing was bucking the underlying “health” trend that should be bringing them down.

If I invested $10,000 in Coke in 2005, it would have turned into $22,000 by 2014, significantly beating the stock market. However, 18 months later with declining sales trend, that $22,000 is still $22,000 and Coke is now in panic mode. 

At Beloved Brands, we believe that Brands have to create a REPUTATION that connects quickly and lasts in the minds and hearts of the CONSUMER, generating a tight BOND, POWER and PROFITbeyond what the product alone could achieve.  From 2000 to 2014, Coke had been using a “Happiness” platform to make everyone feel good. It wasn’t the most strategic, but the execution was terrific. Cute polar bears, story-telling, names on labels, innovative viral ads. It was working. However, in the last 18 months, there appears to be a ton of confusion on what is the Coke reputation. This has led to lower consumer connectivity, driving lower sales and profits. At the beloved stage, the marketing effort has to shift to transforming your brand into an experience. Beloved brands create magic with the consumers, so they feel more and think less. When I look at what Coke has done with a new master brand strategy, new red cans for all brands and focusing on the product, I see a brand that is thinking more and feeling less. As a fan of Coke, they are now putting the brand at risk of becoming the next Kodak, Sony and General Motors. I hope they figure it out fast and get back to having fun.

To us, Marketing involves a process of THINK, PLAN, DECIDE, EXECUTE. The panic mode of facing declines has them thinking too much about the sales line and not enough about the reputation they manage with consumers. Some of the decisions they are making appear to be the wrong decisions and the panic mode has them on the wrong path. Let’s hope they can find their way.

2005-2015: The 3 things Coke did to keep the growth alive

We have known for a while that Coke was bad for us, yet we kept drinking it. It was fun moment to have with friends, a great thirst quencher on a hot summer day, and even a piece of American history in every bottle. Coke used amazing tactical executions to keep the brand alive in our hearts.

1. New Lifestyle machines turned Coke into an experience: 

When I was a kid, it was so much fun to go up to the pop fountain and combine every flavour: a bit of Coke, a bit of Sprite and Orange or Root Beer and back to the coke for a bit more. But Coke’s new Freestyle machines took that to the level combining art, science, entertainment and design to give you up to 100 options to make the fountain drink of your choice. These machines, not only give you a drink, but a fun and very cool interactive experience. They make Coke magical and fun, keeping the love affair with Coke alive. This is helping consumers to feel more and think less.

2. Beautiful ads that made us feel good about ourselves:

Coke has done amazing advertising work for the past 80 years. They invented our visual of Santa and taught the world to sing. The best Coke ads aren’t filled with highly strategic messages but just great feelings. In so many focus groups, I have heard consumers say, “I love the Coke polar bear ads”. When I’d ask why, all anyone can ever say is “they make me feel good”. Coke really did a good job around the “share happiness” ads. Below is a great viral ad where a Coke machine gives out free Cokes and Pizza to College students. These ads are focused on getting consumers to feel more and think less.

 

 

3. Names on bottles that makes Coke seem very personal:

When I first saw names on cans and bottles, I was highly skeptical. As a Marketer, I thought about the painful logistics of inventory management. I forgot to think like a consumer.  This is a very fun, light-hearted tactic for Coke, perfectly fitting with the share happiness brand idea. This program helps consumers to feel more and think less.

GB 5 Grip Bottles_LOW RES

 

 

2015-2016: The 3 things Coke is doing to inhibit growth

1. Listing the calories as a positive feature on the bottles:

So we know Coke is bad for us.  Many diets suggest never drink your calories. Coke is loaded with sugar. We all saw Coke fighting the New York mayor on portion sizes and we know they are fighting legislation on labelling standards. But now Coke trying to turn their 149 calories per can into a positive is one of the craziest ideas I have seen since McDonald’s told us their hamburgers use “real beef”.  In a social media world, it has set up the brand to ridicule. (e.g. Coke has more calories than a Cinnabon). This type of feature is more about thinking and less about feeling. 

2. You shouldn’t use a Master Brand strategy when you don’t have one master brand consumer:

Usually a master brand strategy works when you can build separate brands under the same idea and even cross-polinate consumers from product to product. However, Coke, Diet Coke and even Coke Zero have three distinct types of consumers. The new Coke master brand strategy feels like a complete force fit.  The two sugar-free consumers would rarely if ever drink a real Coke. Now if it was 1981 and Coke decided to use a Master brand approach, maybe that would have worked. But 35 years later, they have THREE huge brands on their hands. In fact, Diet Coke is the #2 brand in the category next to Coke. In theory, the brand and the variant can go together. But in practice, bringing them together after the fact is extremely difficult. Just imagine if Microsoft decided to re-name the Xbox with Surface. High risk, no value move. Their new “Taste the Feeling” advertising campaign is all about SELLING MORE PRODUCT.  It’s an OK spot, not a great spot. For a 90 second spot called “Anthem” it lacks the emotional appeal you would expect, and it won’t really generate any viral share-ability. In fact, it on has 650,000 YouTube views so far.  It has a lot of product shots, but not really the connectivity needed to move product. And the Diet Coke branding is so bad that you could almost have a contest to spot the “Diet Coke”. This type of advertising is more about moving the feet and less about feeling.

 

 

3. New packaging is ugly and off-strategy: 

First, I believe that packaging is one of Coke’s biggest strengths. Obviously, the red Coke has 100 years of heritage, and matches the heavy syrup taste of Coke. However, the Diet Coke silver/white package conveys a lighter taste than the red package, appealing mostly to women. The Coke Zero black package stood out in the grocery aisles and grabbed a higher share of the male consumer looking for a sugar-free option. Having three separate packages for three different consumers is a smart strategy. The only explanation I have heard for this type of packaging is “Brand Blocking”.  You’re joking right?  Coke is already a dominant brand in a huge aisle of the grocery section. Having all red will actually hurt them on the shelf as it will be confusing for the separate customers. I’d rather 10 feet of red, 10 feet of silver and 10 feet of black. Plus, this new packaging is ugly!!!  This is just confusing to the consumer, it won’t get to think, feel or even move feet. My hope is that comes to their senses quickly and goes back to the normal packaging. QUICKLY.

355ml_cans_onebrand_lineup_colorcorrected

 

Coke has to return to capturing the magic with consumers. Think less. Feel more.

 

Here’s a presentation on what makes a Beloved Brand:

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

Barbie is inspiring girls to believe that “you can be anything”

Posted on Posted in Beloved Brands in the Market

Barbie has faced major declines. Barbie has been heavily criticized over the last few decades for projecting an unrealistic image for girls. Launched in 1959, Barbie was the blonde all-American dream, but a complete fiction that many believe to be doing more damage to the self-confidence of girls. The modern Moms didn’t want their daughters to play with Barbie anymore. All of a sudden, Barbie sales declined 20% from 2012 to 2014. The brand needed to make a dramatic change.

 

barbie

Barbie took a dramatic step forward–even if just to catch up to where they should be–by launching new possibilities with realistic options for body type (curvy, tall and petite) and various ethnicities (seven skin tones) They needed to create a Barbie that Moms would think acceptable for their girls to play with. These moms wanted a good symbol for their daughters, not something unrealistic and unattainable. The new Barbie is a good first step.

Next, the supporting Advertising for Barbie has gone viral with over 20 Million views. The ad starts by showing a young girls in situation as a College Professor, a Museum curator, a Veterinarian or a Soccer coach. The supporting copy: “When a girl plays with Barbie, she imagines everything she can become.” with a bold tag-line: YOU CAN BE ANYTHING. This is a great ad with a new message that should fit with the modern moms.

 

 

Barbie sales are up 8% this past holiday period, a good start to the turnaround. 

 

Five lessons for brand turnarounds

  1. Ensure the right people in place: Before even creating the plan, you need to get the right leadership talent in place. Talent, motivation, alignment. Mattel brought in new CEO last spring who reshuffled a lot of the executives in an effort to turn the business around.
  2. Look to close leaks on the brand: Use brand funnel to assess, using leaky bucket tool to close leaks. Find out where the specific problems are coming from. Barbie has done a nice job in listening to their consumers, the moms who were rejecting the brand due to stereotypes.
  3. Cut the fat, re-invest: go through every investment decision, invest only in programs that give you an early break through win. Even faced with Sales declines, Mattel made a smart move to cut costs by 10% to drive profits back into the business. It is hard to do a turnaround while the profit keeps falling.
  4. 3-stage plan: In stage 1, find early/obvious win, halts slide, helps motivation. In stage 2, invest behind new positioning/new plan, focused decisions, take risks. In stage 3, make adjustments to plan, build innovation behind new ideas that fit plan. Barbie started talking about the plan a year ago, listening to consumers and preparing for the big launch. So far, they’ve stemmed the decline, but now they need to build a plan for the next 3-5 years that grows this business.
  5. Motivating a demotivated team: Losing can be contagious to a culture/team. Recognize wins to fuel performance driven culture. People on the team needed new leadership and needed room to take chances with this iconic brand.

This type of thinking can be found in our Beloved Brands and B2B Brands playbooks

Learn to think, define, plan, execute and analyze your brand

  • You will find strategic thinking models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies. 
  • To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. 
  • For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar, and specific project plans. 
  • To grow your brand, I show how to make smart decisions on marketing execution around creative advertising and media choices. 
  • When it comes time for marketing analytics, I provide all the analytical tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand.

You will learn everything you need to know so you can run your brand. My brand promise is to help make you smarter so you can realize your full potential.

You can find Beloved Brands and B2B Brands on Amazon, Rakuten Kobo or Apple Books

How to run a Brainstorm session

Posted on Posted in How to Guide for Marketers

Brainstorming should be a regular part of running your Brand.

To stay in a healthy creative space, I would suggest that each brand team should be having some type of brainstorm (big or small) once a month. albert-einstein-creativity-quoteYou need a constant influx of ideas–promotions, advertising, social media, naming, new products, events, PR, saving money and of course as part of your brand planning, They can be a quick 30 minutes as part of a weekly meeting just to get some quick ideas or a whole afternoon to solve a problem that’s been nagging at the group. Or a team building offsite meeting that goes all day.

 

There are advantages to having regular brainstorms:

  1. Team will stay fresh and open. Brand jobs can eat you up, forecasting, deadlines, reports can all make you stale.  Having regular intervals of ideation, helps to disrupt the work flow to motivate and engage the team.
  2. Keeps the best ideas near the surface. At the end of a good brainstorm, you have some great ideas that bubble up, not all of which you can immediately use. These ideas tend to keep coming up, and that’s OK  Sometimes they are rejected because they are higher risk or resource dependent. But after a few sessions of getting comfortable with these ideas, you might start to see new ways to make them do-able instead of seeing why they can’t happen.
  3. As the Leader of the team, it sends the message that while we are strategic, we win by being more creative, faster, and better on execution. It’s so easy to get stiffer as you move up the career ladder and be the one on the team finding fault with every idea. Just because you are starting to know right from wrong, doesn’t mean you need to crush every idea. Having the brainstorming forum allows the newly experienced brand people the chance to bring ideas forward and it sends the signal that you are an open leader and you value the opinions of your junior staff.
  4. The process the team learns doing the brainstorms becomes part of their everyday job. Even on small problems, they’ll come up with a list of possible solutions, use some criteria to judge, narrow down the list to the best idea, and then be ready with their recommendation. They’ll be able to show their leader they’ve looked at the issue from all sides, and considered other ideas. Marketers that fixate on one solution to fix the problem tend to fail more than succeed.

The Warm Up

Every session should have a warm up, either 5 minutes or 15 minutes. It gets people out of the rut of the day-to-day, and opens up the brains. LemonadeStand One that I’ve used is this very simple innocent photo of the kids selling Lemonade and ask them to come up with as many ideas as they can to the question of “What ways can these two make more money?”.  I offer a reward of cookies to the team with the most ideas and to the best idea. In 5 minutes, teams should be able to list 50 or 100 ideas. Gets out of a lot of crap ideas but it gets rid of them rejecting ideas before saying them. To get to 100, you have to listen to the group and build on someone’s idea. Eliminate the “yeah but….” I get them to circle the top 3 ideas for each group, which forces them to get used to making decisions. One observation I’ll usually make is that the best ideas are usually found in the list beyond 20 or even beyond the 50 mark, emphasizing that you need 100 good ideas to get to 5 great ideas.

Draw out the rule that “AVOID THE YEAH BUT…” because we have a process for ideation and one for making decisions. With a bunch of leaders in the room, normally you have to re-assure them that they should trust the process. The alternative to the “yeah but” is building on the idea with “here’s a different take”.

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The trick to a good brainstorm is very simple:   Diverge, Converge, Diverge Converge.

Diverge #1:

Divide the room up into groups of 5-7 people. I prefer to assign one leader who will be writing the ideas, pushing the group for more, throwing in some ideas of their own. A great way for the leader is to say “here’s a crazy idea, who can build on this or make it better”. But if you catch the leader stalling, debating the ideas, then you should push that leader. At this stage you are pushing for quantity not quality. If you have multiple groups in the room, do a rotation where the leader stays put and the group changes.  I like having stations, where each station has a unique problem to solve.

Converge #1:

There’s a few ways you can do this.

  • You can use voting dots where each person gets 5 or 10 dots and they can use them any way they want.  For random executional ideas, this is a great simple way.
  • If there is agreed upon criteria, you can do some type of scoring against each criteria. High, medium, low.
  • If you are brainstorming product concepts or positioning statements, you might want to hold them up to the lens of how unique they are.
  • For things like naming, positioning or promotions, the leader can look at all the ideas and begin grouping them into themes. They might start to discuss which themes seem to fit or are working the best, and use those themes for a second diverge.
  • For Tactics to an annual plan, you can use a very simple grid of Big vs Small and Easy vs Difficult.  In this case, you want to find ways to land in THE BIG EASY.  The reason you want easy is to ensure it has a good return on effort, believing effort and investment have a direct link.
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Diverge #2

The second diverge is where the magic actually happens. You’ve got the group in a good zone. They have seen which ideas are meeting the criteria. Take the list from Converge #1 and push it one more time. Make it competitive among the groups, with a $25 prize, so that people will push even harder.

  • If you narrowed it to themes, then take each theme and push for more and better ideas under each of the themes
  • If you looked at concepts or tactics, then take the best 8-10 ideas and have groups work on them and flush them out fully with a written concept, and come back and present them to the group.
  • If using the grid above, then take the ideas in the big/difficult and brainstorm ways to make it easier.   And if it’s small and easy, brainstorm ways to make it bigger.

Converge #2:  Decision Time

Once you’ve done the second diverge, you’ll be starting to see the ideas getting better and more focused.  Now comes decision time. You can narrow down to a list of ideas to take forward into testing or discussion with senior management. You can take them forward to cost out. You can rank them based on a 12 or 24 month calendar. You can vote using some of the techniques above using voting dots. Or you can assign a panel of those who will vote. But you want to walk away from the meeting with a decision.

Turn the Idea into a Project

Trust that the process gets you into the right zone and make these ideas now a project. Once you have a decision on the best ideas, you want to use the energy and momentum in the room to make the ideas  a reality:

  • assign an owner and support team
  • get them to agree upon goals, issues to resolve
  • get them to map out a timeline (milestones)
  • outline potential resource needs (budget, people, outside agencies)
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Let brainstorming bring an energy and passion into your work.

 

We run workshops that help Brand teams make better decisions on the way to smarter action plans

We are big believers in the workshop process. We think it’s the best way to get the decision makers in the room, push for alignment, make decisions and drive the team towards action. The most noticeable point of difference we offer is that we will challenge you with new ideas to get your brand and your team in a better position for future growth. As the facilitator, I bring my executive experience into the room, ready to challenge the thinking and pushing for better answers. It’s like having another VP Marketing in the room.

While anyone can recommend a strategy, we recommend a realistic strategy that drives towards action. Quite frankly, I’m not big on consultants that just bring in big presentations that just sit on the shelf and never make it to the market. They cost a lot, take a long time, and in general they are written by consultants that have never run a business. Even Ad Agencies can recommend strategy, but they usually bring an agency bias and just give strategies that set up work they want to make–whether it drives growth for your business or not. I’ve run many businesses and I understand the pressure you’re facing on driving growth.

My personal promise to you is that I will get your brand in a better position for future growth

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.custom_business_card_pile_15837We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

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

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

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New Axe ad campaign trying to be the “Dove” brand for young men

Posted on Posted in How to Guide for Marketers

71hRmSv1NvL._SL1500_The Axe consumer has grown up and now Axe wants to grow up with that consumer. When my son was 13, he started using the Axe brand. One day, I was walking past him and he asked if I wanted a spray.  I said “No, I don’t want to smell like a 13-year-old”. My son is now in University now and uses “The One” by Dolce and Gabana. Even he doesn’t want to smell like a 13-year-old. And now, Axe is showing they no longer want to be the brand for 13-year-olds. They want to grow up.

Axe has released an Ad campaign that feels a bit like Dove’s “Real Beauty” campaign. (Axe and Dove are both owned by Unilever) Unilever does a fantastic job in bringing consumer insights into their work. “Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” says Matthew McCarthy, senior director of Axe and men’s grooming at Unilever. “We’ve been part of guys’ lives for decades, and Axe champions real guys and the unique traits that make them attractive to the world around them. In recent years, Internet searches by men on hair tips eclipsed female in volume. Men are curious about experimenting and trying different things and are spending more time in front of the mirror. It’s much more acceptable.”

The new Axe message is “you don’t have to be perfect, just be your best self”. The ad shows various iterations of the new modern man from brainiacs to one with a big nose, from protestors to dancing in heels or dancing in a wheel chair. Whoever you are, Axe wants you to feel good about yourself and “Find your magic”. 

The challenge for Axe is that it will take time to transform. They will have to stand by their convictions should sales slip. The Axe brand did such a great job in creating that edgy, hilarious, egomaniac, sexy teenage male positioning, the reputation of Axe is deeply engrained in our minds. Here’s the type of Ad we are normally used to seeing from Axe.

This is a good start for Axe brand. It will take time to transform the brand. My hope is they they don’t give up quickly. 

At Beloved Brands, we lead workshops on Marketing Execution that can help your brand team explore their role as a leader in the process, how to write a strategic brief, how to judge and make decisions on marketing execution and then how to give feedback to the agencies. Here’s the powerpoint file:

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 at416-885-3911. You can also find us on Twitter @belovedbrandsPositioning 2016.081

Coke’s new Ad campaign has more fizzle than sizzle

Posted on Posted in Beloved Brands in the Market

coke-taste-the-feeling-1I have been impressed with Coke’s Marketing execution the past couple of years. I love the Coke Freestyle machines where you can customize your own drink from up to 100 options. And I have to admit loving the names on the bottle, even though I had my doubts in the beginning. All that great stuff, and yet the sales have been sluggish for the past 15 months. It’s not the activity that is at fault. It’s just that people want healthier options and Coke is now fighting against that major consumer movement away from Sugary or Aspartame drinks. Sugary cereals are going through the same crisis. But since Coke can’t “fix” the health trend, they may as well try to fix the activities–even if it’s not broken. 

With the earnings report showing that Coke’s revenue has fallen for the past 3 straight quarters, I can only imagine the CEO walking down the hall to find the CMO and say “we need your Advertising to sell more product”. 

At Beloved Brands, we believe that Advertising can only move one body part at a time: the head, the feet, the heart or the soul.Creative Brief 2016 Extract.001

Here’s a great example of a Coke ad idea called “Remove labels this Ramadan” that really touches the consumer’s soul. Even with 19 Million views, it likely didn’t sell a lot of Coke.

To me, an Advertising idea is like a magnet. When it gets too far away from the brand, it no longer moves the brand. The “share happiness” campaign was a huge umbrella idea, but likely so huge, the one thing it didn’t do is move product. 

Today, Coke announced two moves in rolling out their new “Taste the Feeling” advertising campaign. First, you will see in the work that they are clearly linking life moments with drinking Coke. Meaning the creative team was told: “we have to SELL MORE PRODUCT”. Or as I would say, the ads have to move feet.  Second, they announced they would have ONE Master Brand creative idea for all 3 Coke products, red Coke, Diet Coke and Coke Zero.

Here is the main spot Coke launched today, appropriately called Anthem.

I would say it’s an OK spot, not a great spot. For a 90 second spot called “Anthem” it lacks the emotional appeal you would expect, and it won’t really generate any viral share-ability. It has a lot of product shots, but not really the connectivity needed to move product. And I barely even noticed any Diet Coke or Coke Zero. 

To evaluate advertising, we use something we call the ABC’S, which stands for Attention, Branding, Communication and Stickiness. I’d say these score low on attention, moderate on branding, modest on communication and pretty low on stickiness. These type of spots that show a lot of consumer moments to a song usually end up as wallpaper that falls into the background of our multi-tasking lifestyle. There’s no real compelling story here.Marketing Execution 2016.055

Here’s another TV ad called “What is Coke for?”

Again, a bit generic. No emotional pull. Lots of Coke fizzle. And hard to find the Diet Coke or Coke Zero. 

The print does a better job in capturing emotion than the TV, showing how Coke fits in to various moments of your life. 

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Here’s a challenge to Coke, if you are going to name your new spot “Anthem”. make sure it is as epic as this 1971 TV ad: 

Do you think this new campaign will increase Coke’s revenue?

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