5 ads that bring people together, not tear us farther apart

Posted on Posted in Beloved Brands in the Market

advertisingIn these crazy divided times, where no one can seem to have a normal conversation, as we see brands choosing sides, and consumers aligning with the brands that choose their side. While about 20 brands have picked a side, not enough brands try to bring people together. Here are 5 ads that have the potential to bring us together. 

Coke: “I’d like to teach the world to sing”

This is the ultimate feel good ad. It grabs your attention from the opening verse and makes you feel good the whole way through. It is a true peaceful gathering with a diversity from around the world. We could use an ad like this today.

 

Dodge Ram: And god created a farmer

If you think this is just about farmers, you might be missing the point. The ad uses farmers to speak to all those who work hard and respect hard work. I would hope that a banker on Wall Street, a high school student studying for midterm exams, a Barrister in England, or a farmer would get this message, equally to the great farmers around the world. It is a powerful message, with a lot of American patriotism thrown in.

 

President’s Choice: #EatTogether

Loblaws, who is Canada’s leading grocery store, made this spot last month to encourage people to eat together. This feels perfectly fitting for our times, of coming together. For centuries, the dinner with friends and families has brought us together as one. This spot sets up the problem of how technology is getting in our way of the human connections. I have a few friends who do an internet-free day or weekend. Sounds like a great idea.

 

Pfizer:  More than medication

A beautiful touching spot about a family member facing a health scare. We all face these moments, throughout various stages of our lives. This ad has a nice twist. What at first appears to be a typical rebellious teenager, but he turns into an angel, with a big message for his sister.

 

Google:  Reunion

I love this spot. The first time I saw it was without the subtitles and it made complete sense to me. Even drew a tear without understanding a word.  If you want, you can turn on the Closed Captioning by hitting the tiny CC button at the bottom right of the video. Talk about bringing people together, this ad brings together old friends–one from India and one from Pakistan–who have not seen each other in a very long time. I am quite sure a few people have lost friends over the last year. Such a shame. We need to find ways to come together.

 

If you want to learn how to show up better, we train marketing teams on how to get better Marketing Execution. We go through how to write better briefs, how to make better decisions and how to give inspiring feedback to realize the greatness of your creative people. Here’s what the workshop looks like:

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.

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Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

 

How to find the ideal Consumer Benefit for your brand

Posted on Posted in How to Guide for Marketers

What is the right consumer benefit?

The 4 elements of a winning Brand Positioning statement include who you will serve, where you play, where you will win then why the consumer should they believe us. Simply put, that’s the target, category, main benefit and support points.

Before you just write out a random brand positioning statement, we recommend that you dig deeper on doing the homework that helps uncover options and then focuses you on the best possible space to own. Positioning has a sense of ambiguity and uncertainty, which means randomness is only an intuitive guess on your part. Having a process that grounds your thinking will ensure you are owning the best space. I always think the positioning statement takes everything you know about the brand and narrows the focus to only those things that matter. The homework helps to lay out everything you know, and then your decision making helps to focus on the elements that matter.

  1. Who is in the consumer target? What slice of the population will be the most motivated to buy what you do? The first thing to decide is the consumer target, which should be your first point of focus, so that you can find the slice of the population that will be the most motivated by what you do. The mistake for many Marketers is they think about who you want, and they forget to ask who wants you. Who is the most motivated to buy what you do?
  2. Where do you play? What is the frame of reference that helps to define the space in the marketplace that you compete in? We then frame the positioning by determining the category you play in, defining the competitors you will position yourself against. No one really operates in a blue ocean space, as positioning is always relative to some other choice the consumer can make.
  3. Where do you win? We then need to determine the main promise you will make to the consumer target, in the sense of a benefit for the consumer, both the rational and emotional. Think about what does the customer get, and how does it make them feel?
  4. Why should they believe us? Finally, we will look to understand what support points are needed to back up the main promise you are making. These support points have to support the main benefit, not just random claims or features that you want to jam into your brand message.
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The homework is hard, but the output provides clarity when you begin writing a brand positioning statement that will help focus you on what is unique, own-able, and motivating to consumers. One of the biggest mistakes brands make is speaking at the consumer with features (what you do) and not benefits (what they get). The old saying is, “features tell, but benefits sell”. Stop telling consumers what you do and start telling them what they get and how it will make them feel.

The first thing you want to do is to know up your brand’s core strength.

There are four options for what Core Strength your brand can win on: product, promise, experience or price. Many brand leaders have their marketing strategy wrong, when it comes to aligning everything behind the right strength. Which core strength can really impact your brand positioning. Product and experience brands have to be better, promise brands have to be different, price brands have to be cheaper.

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Here’s a simple little game that we play with executive teams. We provide them with 4 chips against the 4 choices of product, promise, experience or price. They have to put one at the highest competitive importance, two at the mid level and then force one to be at the low level. Try it and you will be surprised that your team struggles to agree. You may also find that you are at one strength now and figure it is time to shift your brand marketing to become focused on something else.

  • Product: your main strategy should focus on being better. You have to invest in Innovation to stay ahead of competitors, remaining the superior choice in the category.
  • Promise: your strategy should focus on being different. To tell that story, you need to invest in emotional brand communication. You want to connect consumers on a deep emotional level with the concept.
  • Experience: your strategy and organization should focus on linking culture very closely to your brand. After all, your people are your product. As you go to market, invest in influencer and social media that can help support and spread the word of your experience.
  • Price: focus on efficiency and drive low-cost into the products you sell and high turns and high volume. You have to be better at the fundamentals around production and sourcing.
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Just like any decision, it’s hard to just pick one. But if you start to think about it more and more, you will see how different each of these four choices really are.

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The next decision is the main benefit you want to focus on. Doing a Consumer Benefits Ladder helps to organize your thinking as a great tool for bringing the benefits to life. The best way to work the Consumer Benefits Ladder is to hold a brainstorming session with everyone who works on the brand so you can:

  • Leverage all the available research to brief the team, helping define the consumer target and get all the consumer insights and need states out.
  • List out all the features that your brand offers, and the brand assets it brings to the table. Make sure that these features are competitive advantages.
  • Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Ask up to 5 times and push the answers into a richer zone.
  • Then find the emotional benefit by asking “so how does that make me feel?” As you did above, keep asking, and you’ll begin to see a deeper emotional space you can play in and own.
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Put all the information of the group brainstorm into a Consumer Benefits Ladder Worksheet. You can put more on this list than you can use, either using market research to help narrow your focus or making tough decisions on what you where you want to go.

What are the emotional benefits?

From my experience, Marketers are better at the rational benefits than they are at the emotional benefits. I swear every brand out there thinks their brand should be the trusted, reliable and yet like-able brand. As a brand, you want to own the emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers. Companies like Hotspex have mapped out all the emotional zones for consumers. I’m not a researcher, but if you’re interested in this methodology contact Hotspex at http://www.hotspex.biz We have taken this research method and created an Emotional Cheat Sheet for Brand Leaders. This lists out the 8 major emotional consumer zones, optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge.

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To own a space in the consumer’s heart, you want to own and dominate one of zones, always thinking relation to what your competitor may own. Do not choose a list of emotions from all over the map, or you will just confuse your consumer as much as trying to own a long list of rational benefits. Once you narrow the major emotional zone you can own, you can use the supporting words of the Emotional Cheat Sheet to add flavor.

We always recommend that you speak with consumers in terms of benefits, not features. They don’t care what you do, until you care about what they get. Put yourself in their shoes and start asking “so what do I get?” to help frame the rational benefit and “how does I feel?” to find the emotional benefit. You will become a much more powerfully connected brand.

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At Beloved Brands, we lead workshops to help teams build their Brand Positioning Statement, helping the team find the target, main benefits, reason to believe.  Click on the Powerpoint file below to view:

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.

GR bio Jun 2016.001

 

Who is your consumer’s enemies that you will fight on their behalf?

Posted on Posted in Beloved Brands Explained

While regular products solve regular problems, the most beloved brands beat down the enemies that torment consumers every day. Positioning-2016.027What are your consumer’s frustration point that they feel no one is even noticing or addressing? For instance, the Disney brand fights off the consumer enemy of “growing up”, while Volvo fights off the consumer enemy of “other drivers” or Starbucks fights off the consumer enemy of a “hectic life”. Shifting from solving a rational consumer problem to beating down a consumer enemy is the starting point to reaching into the emotional state of your consumer.

Starbucks fights off the enemy of the hectic life

Put yourself in the shoes of your Starbucks consumer, who is a 38-year-old mom with two kids. She wakes up at 6:15 am, not only to get ready for work, but to get everyone in the house ready for their day. She drops off one kid at daycare, the other at public school and then rushes into the office for 8:30 am. She drives a van, not because she wants to but because it is a great transportation choice for carrying all the equipment needed for after-school activities, including soccer, dance, tutoring and ice hockey. It never stops. No one is really old enough to thank her, the only appreciations are random moments of celebration or a hug at the end of a long day. Just after getting both to bed, she slinks into her bed exhausted. What is her enemy? a03e0da8-fac7-11e3-acc6-12313b090d61-medium-1Her enemy is the hectic life that she leads. If only she had a 15-minute moment to escape from it all. She doesn’t want to run from it, because she does love her life. She just needs a nice little break. A place where there is no play land, but rather nice leather seats. There are no loud screams, just nice acoustic music. There are no happy meals, just nice pastries have a European touch. Not only does she feel appreciated, but the cool 21-year-old college student not only knows her name but knows her favorite drink. Starbucks does an amazing job in understanding and fighting off the consumer’s enemy, giving her a nice 15-minute moment of escape in the middle of her day.

Yes, the Starbucks product is coffee, but the Starbucks brand is about moments. Starbucks provides a personal moment of escape from a hectic life, between work and home. They fight off the consumer enemy of the hectic life.

Apple fights off the enemy of frustration

Unless you work in IT, you likely find computers extremely frustrating. We have all sat at our computer wanting to pull our hair out. computer-frustrationExamples of computer frustration includes spending 38 minutes to figure out how print, getting error message 6303 that says “close all files open and reboot” or if you have ever bought a new computer and you need to load up 13 disks and 3 manuals to read before you can even email your friend to tell them how amazing your computer is. Apple has recognized the frustration that consumers go through and capitalized on the enemy of frustration with PCs with the famous TV campaign of “Hi I’m a Mac,….and I’m a PC”, helping to demonstrate the many issues around computer set up, viruses and trying to make the most of your computer.  As soon as you open the box you can use the new computer, Macs are intuitive, aligned to how consumers think, not how IT people think. You can even take classes to learn.

Yes, the Apple product is about computers tablets and phones, but the Apple brand makes technology so simple that everyone can be part of the future. They fight off the consumer enemy of frustration with technology.

If you want to show that you better understand your consumers, how would you project the enemy that you are fighting on their behalf.

 

Understanding the consumer is the first step in writing a winning brand positioning statement. To read more on brand positioning, here’s our workshop we run for brand teams:

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 416-885-3911You can also find us on Twitter @belovedbrands. 

GR bio Jun 2016.001

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

Posted on 2 CommentsPosted 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. 

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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. 

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In advertising, what comes first: the MEDIA choice or the CREATIVE idea?

Posted on Posted in How to Guide for Marketers

Of course the consumer always comes first. However, as you begin the advertising process, Brand Leaders need to figure out whether the creative determines the media choice you make or the media choice helps frame the creative. When I started in marketing, way back in the mid 90s, life was a little simpler because the media and the creative were both under one agency roof. The meetings were simple: you’d see your various TV script options, give some feedback and then the room would go silent and the account person would say “now let’s look at the media plan” and the media person would take you through a 15 page presentation on where else the idea of your TV script could go. You would see some magazine, OOH and even some sampling idea. Back then, there was no internet advertising yet.

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

All Marketing Execution has to do something to the brand–getting the consumer to think, act or feel differently about your brand. Media is an investment against your strategy and creative is an expression of your strategy. Both media and creative are only useful if they connect with consumers. Great advertising must connect through very insightful creative that expresses the brand’s positioning and told in a way that matters to those who care the most. Great advertising must be placed within the consumers’ life where it will capture their attention and motivate them in the expressed desired way to meet the strategy. So really, the consumer comes first and strategy comes second. Media and creative need to work to jointly capture the consumer and deliver the strategy.  

With separate agencies, the problem now rests with Brand Leaders to figure it out. While one could theoretically argue that if the Creative Idea of the advertising is so big, it should work in every medium. That’s just not always true in reality. Some ideas just work better in certain mediums. Yet the media people could also theoretically argue that if you go for the most efficient and effective media option, the media will do the work for you. That’s also not true. The best overall advertising should work focus on what has the most impact and what has the highest efficiency.  

Here’s a solution for Brand Leaders 

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

1.  Where is your consumer?

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

2.  Where is the Brand?

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

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3.  How does the Creative work? (The ABC’S)

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

  • Attention: You have to get noticed in a crowded world of advertising. Consumers see 7,000 brand messages 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. 
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In the reality of advertising, not every ad execution will be able to do all four of the ABC’S.  When I’m in the creative room, I try to think about which of the two ABC’S are the most critical to my strategy. If it is a new product, I want all four, but I have to have: Attention and Communication. If the brand is in a competitive battle I have to have Brand and Communication.  If the brand is a leader and beloved, I need to make sure the advertising is about the Brand and that it Sticks.   

What I recommend you do:

In a sense, you have to work the creative and media together. But that’s impossible. So what I do is hold off on making any media decisions until you see the creative idea and how it is expressed in a few media options. With all the potential media options now available, I ask for 3 executions for each creative option:

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

Sounds simple, but here’s the logic. With those 3, I can now imagine how the advertising might work across all possible media options. 

  • The “Video” allows me to imagine how the creative would work for traditional 30-second TV ad, a 60-second movie theatre ad, 2 or 3 minute viral video for sharing or even a video you could put on a website.
  • The “Billboard” allows me to imagine how it would work with traditional media options such as out-of-home billboard, bus shelter, in-store poster, packaging copy and the back cover of a magazine.  Or if we want to look at digital, it could be a digital billboard, Facebook photo, website cover.
  • The “Long Print” allows me to imagine what how it might work with a print ad, side panel of packaging, brochures, public relations story-line,  social media feed or even a blog on your website.  

With 3 simple asks against each creative idea, it covers off most of the traditional media options, even covering the digital media. So now as the Brand Leader goes to their Media Agency, they will know how the creative idea would work against any of their recommendations. 

Obviously, we always recommend that you focus. So we’ll likely recommend a lead traditional media and a lead digital and lead social option. You need to make the most out of your limited resources of dollars, time, people and partnerships. However, if we want a creative idea to last 5 years, seeing it work across this many media options gives me a comfort that should I need that option, I know the creative idea will work.

The media math from a client’s view

While the media agency owns the media math that blows your mind, here is some simple client side media math. As clients, we have to make the most of our budgets. 

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

Work with both the creative and media at the same time, figuring out what gives the highest return on your investment

 

To see a training presentation on getting Better Marketing Execution: 

Beloved Brands: Who are we?

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

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

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

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

Posted on 1 CommentPosted in Beloved Brands in the Market

Barbie 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 of the self confidence of girls. The modern Moms didn’t want their daughters playing with Barbie anymore. All of a sudden, Barbie sales declined 20% in 2012 to 2014. The brand needed to make a dramatic change.

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.

 

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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. 

Here are 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.

We run workshops on Strategic Thinking that looks at brand strategy including competitive war games, focusing on your core strength, building connectivity with consumers and situational strategy.

 

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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5 key success factors at the CMO level

Posted on Posted in How to Guide for Marketers

CMO slides.001At the Chief Marketing Officer (CMO) level, success comes from your leadership, vision and ability to get the most from your people. If you are great at your job, you might not even need to do any marketing, other than challenge and guide your people to do their best work. Steer on principles, values and strategy. But let your people equally challenge you from the bottom up. Especially with the shift to media that did not even exist when you started your career. Your greatness comes from the greatness of your people. Once you figure out the magical leadership equation that better people create better work, you’ll be able to deliver better results. Invest in training your people as a way to motivate your team and keep them engaged. At the end of meetings, use teaching and mentoring moments to share your wisdom. Equally, you represent Marketing to the rest of the organization. You must challenge the other functions, challenging your sales peers on ensuring the channel strategies deliver the purchase moment, challenging HR peers to ensure that the organization can deliver the expected brand experience, challenging R&D to ensure the innovation pipeline is strong and challenging your Finance peers to ensure the strategy has adequate resources to deliver the results. You also have to challenge your CEO to push for the right brand strategies and highly creative executions. You have to stay fresh, on top of trends with consumers, channels, competitors, media and in most cases the economic conditions of various geographies around the world.

Quintessentially, rule #1 is you have to make the numbers. 

As the CMO, your main role is to create demand for your brands. You are paid to gain share and drive sales growth to help drive profit for the company? The results come from making the right strategic choices, executing at a level beyond the competitors and motivating your team to do great work. But how you do it, and the balances you place in key areas are choices you need to make.  Making the numbers gives you more freedom on how you wish to run things. Without the numbers, the rest might not matter.

Five success factors for CMO roles:

1. People come first

Focus on the People and the Results will come: The formula is simple: the smarter the people, the better the work and in turn the stronger the results will be. You should have a regular review  of the talent with your directors. CMO slides.002I would encourage you to ensure there’s a systemic way to get feedback to everyone on the team, preferably on a quarterly basis. Invest in training and development. Marketing Training is not just on the job, but also in the classroom to challenge the thinking of your people and give them added skills to be better in their jobs. Marketing fundamentals matter. The classic fundamentals are falling, whether it is strategic thinking, writing a brand plan, writing a creative brief or judging great advertising. People are NOT getting the same development they did in prior generations. Investing in training, not only makes them better, but it is also motivating for them to know that you are investing in them.  

2. Be the visionary

You are the Mayor of Marketing: Bring a vision to the role. Look at what needs fixing on your team, and create your own vision statements that are relevant to your situation. Bring a human side to the role. Get up, walk around and engage with everyone on your team. It will make someone’s day. Your role is to motivate and encourage them to do great work. Influence behind the scenes to help clear roadblocks. Know when you need to back them up, whether it’s an internal struggle, selling the work into your boss or with a conflict with an agency. Do they love it? When they put their great work up for approval, and it’s fundamentally sound, approve it. Don’t do the constant spin of pushing for better, because then you look indecisive. 

3. Put the spotlight on your people

Let them own it and let them Shine: It has to be about them, not you. Do not be the super-duper Brand Manager. It is not easy to balance giving them to freedom to lead you and yet knowing when to step in and make a decision. By making all the decisions, you bring yourself down a level or two and you take over their job. Instead of telling, you need to start asking. Ask good questions to challenge or push your team into a certain direction without them knowing you’re pushing them is more enlightening than coming up with statements of direction. Challenge your team and recognize the great work. It might be my own thing, but I never said: “thank you” because I never thought they were doing it for me. Instead I said: “you should be proud” because I knew they were doing it for themselves.  

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4. Be a consistent, authentic, approachable leader

People have to know how to act around you. You have to set up an avenue where they are comfortable enough to approach you, and be able to communicate the good and bad. A scary leader discourages people from sharing bad results, leaving you in the dark. Open dialogue keeps you more knowledgeable. If you push your ideas too far, you could be pushing ideas from a generation too late. Get them to challenge you. Inconsistent behavior by a leader does not “keep them on their toes”. It inhibits creativity and creates tension. Be consistent in how you think, how you act in meetings and how you approve. Leadership assumes “follower-ship”. Creating a good atmosphere on the team will make people want to go the extra mile for you. Knowledge makes you a great leader, and it starts with listening. You will be surprised how honest they will be, how much they will tell you.

5. Run the process and the system

While your people run the brands and the execution, you should run the P&L and essentially run all the marketing processes. You have to run the P&L and make investment choices. Bring an ROI and ROE (Return on Investment and Effort) mind set to those decisions. These choices will be one of the essentials to making the numbers and gaining more freedom in how you do the job. In terms of process, it’s always been my belief that great processes in place—brand planning, advertising, creative briefs—is not restrictive but rather provides the right freedom to your people. Get your people to drive all their creative energy into great work that gets in the marketplace, not trying to figure out what slide looks really cool in the brand plan presentation.  To read more about running the Planning process, click on this hyperlink: 

https://beloved-brands.com/2016/03/07/how-to-lead-the-entire-brand-planning-process-on-your-business/

The head of Marketing role can be very lonely.

I remember when I first led a Marketing team, I found it surprisingly a bit lonely. Everyone in marketing tries to be “on” whenever you are around. And you don’t always experience the “real” side of the people on your team. Just be ready for it. The distance from your new peers (the head of sales, HR, operations or finance) is far greater than you are used to.Your peers expect you to run marketing and let them run their own functional area. They have their own problems to deal with, and likely see many interactions as a win-loss for resources. The specific problems you face, they might not appreciate or even understand the subtleties of the role. Your boss gives you a lot of rope (good and bad) and there’s usually less coaching than you might be used to. It is important for you to have a good mentor or even an executive coach to give you someone to talk with that understands what you’re going through.

As a CMO, you have to know that better people leads to better execution, which leads to stronger brand results

 

 

We will make your team of brand leaders smarter

While you might think that having a great product, the right strategy and a winning TV ad will drive your brand, the long-term success of your brand is dependent is how good your people are. If you have great Brand Leaders, they will be on top of your business, make the necessary strategic course corrections, create better executions that connect with consumers and drive profitable growth for your brand.

One of the best ways to drive long-term business results from your brands is to ensure you have a strong marketing team in place. At Beloved Brands, we can develop a tailored program that will work to make your team better.  Regardless of industry, the fundamentals of Brand Leadership matter. In terms of connecting with your people, Training is one of the greatest motivators for teams and individuals.  Not only do people enjoy the sessions, they see the investment you’re making as one more reason to want to stay. They are focused on their careers and want to get better.  If you can be part of that, you’ll retain your best people.

The Brand Management courses we offer:

At Beloved Brands, our training center offers 10 selected courses to get you ready to succeed in Brand Management.

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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. 

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Don’t be one of these 10 worst types of Advertising clients

Posted on Posted in How to Guide for Marketers

They say clients get the work they deserve. If you knew that being a better client would get you better Advertising, could you show up better? Would you actually show up better? There’s a reason why there are so many Agency Reviews: clients can’t really fire themselves. However, if you fire your current Agency and then you don’t show up better to the new Agency, they will be doomed to fail from the start. And the cycle will continue.

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I believe that most Brand Leaders under-estimate their role in getting great advertising creative. I have seen OK agencies make great work for an amazing client. I have also seen the best agencies fail dramatically for a bad client. My conclusion: the client matters more than anyone else, as they hold the power in either enabling or restricting impactful advertising from happening. Great clients communicate their desires with passion to inspire their Agency; they hold everyone accountable to the strategy and stay open to explore new solutions through creativity. Great clients are wiling to stake their reputation on great work. If you knew that being a better client would get you better work, do you think you could show up better?

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The 10 worst types of Advertising clients

#1: Clients who say: “You’re The Expert”

While intended to be a compliment to the Agency, it is actually a total cop-out by the client!  You really just give the agency enough rope to hang themselves. As a Brand Leader, you play a major role in the process.  You have to be engaged in every stage of the process and in the work. Bring your knowledge of the brand, make clear decisions and steer the work towards greatness.  

#2:  Clients who say: “I never Liked the Brief”

These passive-aggressive clients are usually insecure about their own abilities in the advertising space.  They keep firing their agency instead of taking ownership, because it is easier to fire the agency than fire yourself. A great Brand Leader never approves work they don’t love. If you don’t love the work, then how do you expect the consumer to love your brand? As the decision maker, you can never cop-out, and you never have the right to say “I never liked…”

#3:  Clients who have a Jekyll & Hyde personality

When Brand Leaders bring major mood swings to the Ad process, it is very hard for the agency. While clients are “rational” people, agencies are emotional and prone to your mood swings. monster_boss_at_conference_table_1600_clr_14572The worst thing that could happen is when your mood swing alters the work and you end up going into a direction you never intended to go, just based on a bad day you had. The best Brand Leaders stay consistent so that everyone knows exactly who they are dealing with.   

#4:  The Constant “Bad Mood” client

I have seen clients bring their death stare to creative meetings where hilarious scripts are presented to a room of fear and utter silence. The best Brand Leaders should strive to be their agency’s favorite client. For an odd reason, no one ever thinks that way. Advertising should be fun. If you are having fun, then so will your consumer.

#5:  Pleasing the mysterious “boss” who is not in the room

When the real decision maker is not in the room, everyone guesses what might please that decision maker. As a Brand Leader, you have to make decisions that you think are the right thing, not what your boss might say. Make the ad you want and then find a way to gain alignment and approval from your boss. And if you are the boss who is not in the room, let the creative process unfold and hope that it pleasantly surprises you. 

#6:  The dictator client

The best ads “make the brand feel different”. If we knew the answer before the process started, the ads would never be different, would they? When a Brand Leader comes in with the exact ad in mind, then it’s not really a creative process, it just becomes an order taking process. When you TELL the agency what to do, there is only one answer:  YES. But when you ASK the agency what you should do, there are many answers. When they come back to you with many, it makes your job of selecting the best, much easier. Revel in the ambiguity of the process, let the work happen.

#7:  The long list of Mandatories client

Clients who put 5-10 mandatories on the brief forces the agency to figure out your needs instead of the advertising problem. You end up with a Frankenstein. I have seen briefs that say no comedy, must use Snookie, setting must be a pharmacy, put our new lemon flavor in the ad, must include a demo. My challenge to Brand Leaders is that if you write an amazing creative brief, you won’t need any mandatories at all.

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#8:  The kitchen sink client

The “just in case” clients who want to speak to everyone with everything they can possibly say. If you put everything in your ad, you just force the consumer to make the decision on what’s most important. Consumers now see 7,000 brand messages every day, yet only engage in a handful each day. When you try to be everything to everyone, you end up nothing to anyone.

#9: The client who keeps changing their mind

Advertising is best when driven by a sound process, with enough time to develop ideas against a tight strategy. Think of it as creativity within a box. However, clients that keep changing the box will never see the best creative work. The best Brand Leaders control the brand strategy and give freedom on the execution.

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#10:  The Scientist client

Some clients think THERE IS AN ANSWER. The world of SEO and Digital tracking and advertising testing seems to be encouraging this mindset more than ever. Where you might think “precision”, I see navel gazing. Be careful giving up your instincts to the analytics. You might miss the blue-sky big picture or the freight train about to run you over. As a Brand Leader, you can’t always have THE answer. Too much in marketing eliminates risk, rather than encourages risk taking.  That might help you sleep better, but you’ll dream less. Revel in the ambiguity of the process. It is ok to know exactly what you want. Just not until you see it.

 

Being a better client 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. 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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P&G has become really good at Emotional Advertising

Posted on 1 CommentPosted in Beloved Brands in the Market

6mkd49.pngIn my generation, it was usually pretty easy to spot a P&G marketer. They are the type that has “the” answer. The “P&G way” used to be: find something (almost anything) that you’re better at than your competitor and then make the most of it, by showing a side-by-side demonstration, naming the “next leading brand” and quite possibly add some blue liquid to the TV ad.  P&G managed to exploit this execution through most of the 1970s and 1980s.  Don’t get me wrong: I’ve always respected P&G for what it is. They did a good job for decades using that same trusted formula.  They just stuck to the same formula a bit too long, and it caught up to them by the mid-to-late 1990s.

 

Here’s a great example of the classic 1970s P&G advertising looked like, including the famous blue liquid.

 

But by 2000, the P&G formula seemed worn out they suddenly appeared to hit a brick wall. Growth dried up, several key brands lost their leadership of the market to rivals, and new product launches proved disappointing or even to be downright failures. Competitor products had caught up, and in some cases surpassed them. Colgate was beating Crest, Listerine was beating Scope, Finish was beating Cascade, Dove was beating Ivory and others were catching up or passing the trusted P&G brands., the stock price fell dramatically from $120 to $85 almost over night. A consumer driven brand mainly has 3 weapons: 1) new products 2) communication and 3) go-to-market execution through retailers. P&G stepped up on innovation and even acquisition to bolster the product roster.  And they have made a dramatic change in how they communicate with their consumers,. They also found that the same Advertising formula wasn’t working anymore.

Strategically, brands really have four choices:  

  • Better
  • Different
  • Cheaper
  • Not around for very long

But in the current crowded Consumer Packaged Goods (CPG) world, “Better” has become increasingly difficult. Every category is so cluttered, everyone has copied every non-patented product feature, claims are getting even harder to gain separation from competitors.  We are into the world of incremental-ization of fast acting tabs, quick dissolving strips or ultra powders.  Yawn. More and more, what is winning is different.  The brand that taught all of the CPG marketers a vital lesson is Dove, with “real beauty” demonstrating that different is a powerful way to connect.  

At the base of P&G’s communication is the strategic shift from always being “better” to now being “different”. Instead of looking at unique feature differences to build the benefits around, P&G is now looking at unique consumer insights that will help them connect with consumers. The ads have shifted from pure product demos to finding moments within the consumer’s life. Also, P&G has a new respect for the power of Advertising–even sending people to the Cannes awards.  Yes, Unilever has been doing this type of work across their brands for decades now, with the most inspiring CPG brand being the work on Dove.  

 

Here’s a few P&G spots that have really captured the emotional marketing.

I thought P&G did a very nice job at the 2012 Olympics, the one sponsor that seemed to jump out. “Thank You Moms” showed everything that moms did for their athletes, and just as Mom is an enabler, so is P&G to the Moms. 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.

 

 

With Old Spice, it was a dead brand.  It was so old that P&G had liberty to completely re-invent the brand.  And this campaign just jumped off the screen a few years ago.  (it’s a bit worn out now)

 

To me the symbolic P&G unemotional brands that P&G has is Tide and if you watch this Ad for “stay at home dads” you would never know it’s a cold brand.

Some good lessons for other brands to learn.

  • Focus on different where you can’t win on better.
  • Instead of product features, move to consumer insights
  • Story telling and Moments connect more with your consumers than claims and demos.  

You’re doing a Great job P&G connecting with consumers. Now it’s time for your competitors to catch up.  

Here’s an article that goes a little deeper on the ABC’S: How to Judge Advertising Copy: Approve the Good. Reject the Bad.

To see a training presentation on Get Better Advertising:

 

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