A Remembrance Day ad that will bring a tear to your eye

Posted on Posted in Beloved Brands Explained

Remembrance DayRemembrance Day is a special day in Canada. We take a moment of silence at 11am on the 11th day of the 11th month, to commemorate the very moment that World War One ended.

This year is even more special as it marks the 100th anniversary of the end of the war.

History of Remembrance Day in Canada:

Every Canadian kid learns about “In Flanders Fields,” a poem written during the First World War by Canadian physician Lieutenant Colonel John McCrae (November 30, 1872 – January 28, 1918). He was a Canadian poet, physician, author, artist and soldier during World War I. He was a surgeon during the Second Battle of Ypres, in Belgium. McCrae was inspired to write “In Flanders Fields” on May 3, 1915, after presiding over the funeral of a friend and fellow soldier Alexis Helmer, who died in the Second Battle of Ypres.

Remembrance Day

According to legend, fellow soldiers retrieved the poem after McCrae, initially dissatisfied with his work, discarded it. “In Flanders Fields” was first published on December 8 of that year in the London-based magazine Punch. The red remembrance poppy has become a familiar emblem of Remembrance Day due to the poem In Flanders Fields.

These poppies bloomed across some of the worst battlefields of Flanders in World War I, their brilliant red colour became a symbol for the blood spilled in the war.  McCrae died of pneumonia months before the end of the war, while still working at a hospital for Canadian soldiers in Belgium.

Bell Poppy Ad

This new Bell ad tells a beautiful story from the eyes of a little girl, as she learns about Remembrance Day and does something very touching for a veteran. It’s a very Canadian storyline, and I hope you can appreciate every little subtlety in this ad. There are no words, and you have to pay close attention to every detail. In the ad, a little girl peers out a school bus window and sees a veteran selling poppies by the side of the road.

It prompts her to google “what is a poppy,” which starts her on the learning process about Remembrance Day. The little girl emails someone in Belgium, asking if they are near Flanders Field, a link to the poem above. Then a letter arrives, presumably from the person in Belgium. The little girl takes the note to the veteran, giving it to him in a very touching tribute and a beautiful moment.

Bell Dieppe Ad

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

Wear a poppy. Lest we forget.

10 things that Advertising must do for your brand

Posted on Posted in How to Guide for Marketers

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

The 10 things that great advertising must do

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

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

The ABC’S of Advertising

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

  • Attention: You have to get noticed in a crowded world of advertising. Consumers see 6000 ads per day, and will likely only engage in a few. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding: Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness:  Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own.  Brands have exist in the minds of the consumer.

 

Be a Better Client

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

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

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

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

Beloved Brands: Who are we?

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

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

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

Graham Robertson Bio Brand Training Coach Consultant

8 Ads that will make you burst out laughing

Posted on Posted in Beloved Brands in the Market

 

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

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The ABC’S

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

 

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The 8 best humorous Ads:

 

Berlitz “What are You Thinking about?”

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

 

Zazoo Condoms

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

 

ESPN “Michael Jordan”

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

 

Nicoderm “Flight Attendant”

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

 

Impulse “Art Class”

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

 

Got Milk “Who shot Alexander Hamilton”

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

 

Snickers “Betty White”

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

 

Dollar Shave

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

 

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

 

Beloved Brands: Who are we?

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

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

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

Positioning 2016.112

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

Posted on 2 CommentsPosted in Beloved Brands in the Market

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

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

Google “Paris”

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

 

Nike’s “If You Let Me Play”

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

 

P&G “Thank you mom”

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

 

Ram “Farmer’s”

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

 

 Canadian Tire “Bike Ad”

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

 

Bell “Dieppe”

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

 

John Lewis “Christmas 2011”

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

 

Budweiser “9/11”

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

 

Pfizer “More than Medication”

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

 

Nike “Find your Greatness”:

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

 

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

 

Beloved Brands: Who are we?

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

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

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

Positioning 2016.112

 

The Under Armour brand is kicking butt on athlete endorsements

Posted on Posted in Beloved Brands in the Market

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

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

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

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

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

The Under Armour Roster

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

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

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

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

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

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

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

 

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

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

 

Beloved Brands: Who are we?

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

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

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

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How to lead a Business Review on your brand

Posted on Posted in How to Guide for Marketers

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

Yes, everything!!!

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

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

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

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

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

Deep Dive Business Review

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

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

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

       

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

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a workshop on THE BRAND LEADERSHIP CENTER, click on the Powerpoint presentation below:

We make Brands stronger.

We make Brand Leaders smarter.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

GR bio Jun 2016.001

 

 

Bringing our blog to life through video

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

10 Things GREAT ADVERTISING should do for your Brand

Posted on Posted in How to Guide for Marketers

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Advertising is very hard. In fact, it’s likely the most complex part of marketing, because it’s where everything comes together–your consumer, you brand strategy, your positioning and every opinion in your entire company.  It’s hard for a Brand Leader to manage at times and it can be hard to find that missing ad you’ve been looking for.  If you want to see a company struggling on Advertising, look at Wendy’s and the lack of consistency they’ve had since Dave Thomas.

Here is a tongue-in-cheek look at why Advertising can be difficult. Slide1

What makes some Brand Leaders GOOD at Advertising?   I love asking this question and I never really get great answers.  Usually people think “they are creative people” or “they listen well” or “they have lots of advertising experience in their background”.  All a little true, but my simple answer might be a little complex:  Simple put, they are able to consistently get good advertising on the air, and keep bad advertising off the air.  But this is actually a very complicated answer.  From my experience, I’ve rarely met an easy process for getting to great work. All the great ads ad had a long list of doubters, detractors and obstacles to maneuver or overcome. There is always a near breaking point. You should almost be scared when it goes too easily. Must mean it’s too safe.

But from what I see, the biggest reason in getting great Advertising starts with how good the Brand Leader is.  An OK agency can do great work on a great client. But a great agency will fail with a bad client.  Being good at Advertising takes time, practice, feedback and a willingness to adjust. 

slide15The Real Question to be Asking yourself: If you knew that being a better client got you better advertising, would you actually be able to show up better?  The presentation below outlines how to be better at advertising, looking at the skills, behaviors and experiences Brand Leaders need.  As a starting point here are the 10 elements you need to achieve better advertising:  

The 10 things GREAT ADVERTISING should do 

  1. Set Yourself Apart. Beloved Brands must be different, better, cheaper or not around very long. The story telling of the brand’s promise should help to separate the brand from the clutter of our minds. That starts with creative that feels different and makes the brand seem different. 
  2. Focused! A focused target, a focused message, a focused strategy against a focused communication idea and a focused media. 
  3. Keep the Idea and Communication very simple. Communication is not what is said, but what is heard. Too many people try to shout as many messages as they can in one ad. What the consumer hears: a confusing mess or nothing really. My challenge to you is to stand up on a chair and yell your main message as though you are standing on top of a mountain. If you can’t YELL it out in one breath, then your idea is too complex. The Volvo Brand Manager gets to yell “Safety” in one clean simple breath. Can you do that? 
  4. Have a Good Selling Idea. While big ideas break through, they also help you to be consistent, because you have to align your thinking to the Big Idea. You’ll see consistency over time, across mediums–paid, earned, social and search, throughout the entire brand line up of sub brands. Consumers will start to connect to the big idea
  5. Drive Engagement:  Too many Brand Leaders forget to engage the consumer. They get so fixated on saying their 7 messages that they figure the ability capture attention is just advertising fluff. But it all starts with Attention. The consumer sees 5,000 ads a day and will likely only engage in a handful. If you don’t capture their attention, no one will remember the brand name, your main message or any other reason to believe you might have.
  6. Let the Visuals do the talking. With so many ads, you need to have some visual that can capture the attention, link to your brand and communicate your message. The ‘see-say’ of advertising helps the consumers brain to engage, follow along and remember. As kids, we always love the pictures. We still do. 
  7. Sell the solution, not the product. People use brands to solve problems in their lives. They’d prefer not to have that problem than have to buy your brand. No one has ever wanted a quarter-inch drill, they just need a quarter-inch hole. 
  8. Be Relevant with the Consumer. A beloved brand finds a way to matter to those who really care. Not only in the right brand promise but in the right communication of that promise. You can’t sell carpet cleaning to someone who just has hard wood floors. 
  9. Have the Ads based on a consumer Insight. Insights are not facts about your brand. That’s just you talking AT the consumer. Insights allow you to connect and turn the ad into a conversation. Insights are something the consumer already knows but they didn’t realize that everyone felt that way. Insights enable consumers to see themselves in the situation and once you do that, the consumers might then figure the brand must be for them. 
  10. Tell the story behind the brand. Talk about your brand’s purpose. Why did you start this brand? What do you hope that the brand really does to help people? Why do you get up in the morning. Remember: people don’t buy what you do, they buy why you do it.

Think of Advertising as the Creative expression of your brand strategy.

While it needs to accomplish a strategic task, it also projects an image of what your brand is about. Good advertising starts with a big idea—big enough to stand over time, giving the consumer a consistent touch point with the brand. The idea may need to have room for an array of support messages that build the one constant vision and positioning for the brand.

Always remember there is truth in advertising! Slide1 In fact, un-true advertising is rejected by consumers—because the consumer sees no consistency with their perception of the brand. Usually the truth is the obvious—we just don’t see it or want to deny it (e.g. Listerine is strong). Good advertising is a balance between the rational truth (task benefit oriented) and emotional truth (connection/solution focus). Un-True is not just about the facts, but positioning, tone and emotions.

People remember stories that connect with them. Whether you`re showcasing the brand`s benefits, the purpose behind the brand or the story of the brand, the best way is to frame it within a creative story.

Brand Leaders need a tool to go on How to Judge Creative.  

A very simple process is the ABCS of Advertising: Attention, Branding, Communication and Stickiness. This ABC’S method will work across any medium whether it’s TV, PR, digital or social.   

  • Attention:  You have to get noticed in a crowded world of advertising. Consumers see 6000 ads per day, in every part of their lives. 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.  
  • 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.

Brand Leaders need to be strong at every stage along the way in the Advertising Process

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As you go through this process here are 10 challenges you might not always do, but if you’re struggling with your advertising, I think you should. 

  1. Do you develop a testable Brand Concept with with rational and emotional benefits, plus support points that you know are actually motivating?
  2. How tight is your Brief? Do you narrow the Target with engaging insights? Do you focus on the desired consumer response before deciding what your brand should say? Do you focus on One Benefit and OneMessage?
  3. Do you meet creative team before the first creative meeting to connect, align them with your vision and inspire them to push for great work?
  4. Do you hold Tissue Sessions to narrow solutions before going to scripts?
  5. At creative meetings, do you stay big picture, avoid getting into details? When giving direction, do you avoid giving your own solutions and create a “new box” for the creative team to figure out the solutions?
  6. Do you take creative risks, and willing to be different to stand out?
  7. Do you manage your boss at every stage? Do you sell them, on your vision what you want?   Are you willing to fight for great work?
  8. Are you one of your Agency’s favorite clients?   Do they “want to” or do they “have to” work on your business?

Great Advertising starts with a Great Brand Leader with a Great Strategy and a willingness to take risks

At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To read more on HOW TO BE BETTER AT ADVERTISING, click on the powerpoint presentation below:

 

At Beloved Brands, we make Brands better and we make Brand Leaders better.™

We offer Brand Coaching, where we promise to make your Brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your Brand’s full potential. For our Brand Leader Training, we promise to make your team of Brand Leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

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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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How to drive more Attention in your Brand Communication

Posted on Posted in How to Guide for Marketers

Slide1I always use my instincts as my first gut reaction of the advertising.  When the agency shows me an ad, I don’t want any set up, don’t read the brief, don’t tell me “this is really funny”.  Unless we are prepared to buy a 30 second spot to explain our ad and put it right in front of our Ad, then we must watch the work as though we are the consumer.  But even after 20 years and hundreds of spots, I don’t rely on just my instincts.  I do the thinking time.  And the tool I usually turn to is the ABC’S.  I want to make sure we create an ad that attracts  Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.   

  • Attention:  You have to get noticed in a crowded world of advertising.  Consumers see 6000 ads per day, and will likely only engage in a few.  If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding:  Ads that tell the story of the relationship between the consumer and the brand will link best.  Even more powerful are ads that are from the consumers view of the brand.  It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication:  Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness:  Sticky ads help to build a consistent brand/consumer experience over time.   In the end, brands are really about “consistency” of the promise you want to own.  Brands have exist in the minds of the consumer. 
How to Drive more Attention

Buying media and putting something on air does not attract attention for your ad.  All those testing or tracking results start with Attention for a reason, your Brand Link scores are a ratio of those that the ad captured.  Driving more branding of a poorly engaging ad doesn’t really do much.  

You have to EARN the consumers’ attention.  Most of the media options still, are passive mediums where the consumer is more engaged in the content, and the advertising needs to be interruptive.  No consumer has ever said “what are you doing tonight Bill?”.   “Well Bob, I’m going home, grab a bite to eat and watch some TV ads”.  The best way to grab Attention is to take a risk and do something not done before. Here are the best ways to attract attention.

  1. Be Incongruent:  This is a great technique to get noticed is by being a bit off kilter or different from what they are watching.  A lot of brand leaders are afraid of this, because they feel it exposes them.  Avoid being like “wallpaper”   If you want a high score on “made the brand seem different”, it starts with acting different.   
  2. Resonate:  Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
  3. Entertain them:  Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle.  From the consumers view—they interact with media to be entertained—so entertain them.
  4. The Evolution of the Art of Being Different:  As much as Movies,  TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention.  Albino fruit flies mate at twice the rate of normal fruit flies.  Be an albino fruit fly!!!
  5. Location Based:  Be where Your consumers are open and willing to listen.  The Media choice really does impact attention.  Make sure your creative makes the most of that media choice.  
  6. Be Part of the Content:  As much as consumers are engaged in the content, not the advertising, then having your brand front and center and part of the story can be a great vehicle for driving attention. Watching a movie and seeing them using a Mac makes the product seem cool, or driving a red Mini Cooper in the Italian Job made me want that car.  Or creating content on line that engages like Toyota’s Swagger Wagon or the brilliant BMW Films site from 10 years ago.   
  7. Be Sharable:  We are seeing so many amazing story-telling ads getting passed around on social media vehicles.  Most are designed for that very reason, many of them 2-3 minutes in length.  These long videos are great for engaging the consumer emotionally.  

This Dodge Ram “Farmer” ad is a great use of being incongruent.  This extremely quiet spot, was aired during the Super Bowl, when all the other ads are loud, slapstick style ads.  The use of photography only, the great voice of Paul Harvey with “so god made a Farmer” gives you shivers.  

 

 

Budweiser’s Wazzup ad was so different that it jumped off the TV screen.  The language was authentic, connecting with how guys tend to talk to each other, when no one else is around. 

 

 

Lynx ads are so entertaining they become content you want to watch.  This spot from the mid 90s with Jennifer Anniston is hilarious.  

 

 

 

Toyota’s Swagger Wagon videos have been shared by millions, highly entertaining but extremely insight driven of how former “cool people” turn into parents and their motivations change.  

 

 

To this day, there has still never been an on-line idea as powerful as BMW Films for creating on-line content.  What BMW did was give famous directors $1 Million each to make short “films” that make the BMW car the center point of the spots.   These are highly engaging, shareable videos.  These were 10 years ago now, and I keep hoping someone beats these one day.   Here’s Guy Ritchie’s version, with his good friend Clive Owen and wife Madonna.  

 

 

 

You have to earn their Attention, before telling them the rest of your story.  

 

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: 

 

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

 

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Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 

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How Brand Leaders can get great Advertising: the ABC’s of Good Copy

Posted on 2 CommentsPosted in Beloved Brands Explained

BBI Learning LogoMaking great advertising is very hard.  Good marketers make it look simple, but they have good solid training and likely some good solid experience.  As Brand Leaders sit in the room, looking at new advertising ideas, most are ill-prepared as to how to judge what makes good advertising and what makes bad.  It’s a myth that great marketing is learned strictly “on the job”.  I also say “you are likely to screw up your first five ads”.  ANd if you do one a year, that’s 5 years of advertising.  So, how well prepared are you?  An ill prepared Brand Leader will more than likely deliver a poor ad.  There are fundamentals to help ensure that your instincts are the right instincts.  How many hours of training have you had on giving direction to a creative team?   How many times did you role-play giving feedback to the agency?  How good was the coaching you received on your feedback?  Not only do you need the fundamentals through solid training, but you likely need someone coaching you through a role-playing exercise.

How will you show up?  Are you ready?  Or will you just be another brilliant Brand Leader who can’t seem to make a great ad on their own brand?

Too many Brand Leaders sit there confused, brief in hand, but not sure whether they like it or not sure whether any of the scripts will do much for them.  The four questions you should be asking:

    • Will this ad attract Attention? (A)
    • Does this ad showcase the Brand? (B)
    • Are we Communicating our main benefit?  (C)
    • Will this ad stick in the minds of consumers? (S)

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The ABC’S of Advertising 

Here’s a potential tool you can take into the room that is very easy to follow along.  You want to make sure that your ad delivers on the ABC’S which means it attracts  Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.  

  • Attention:  You have to get noticed in a crowded world of advertising.  Consumers see 6000 ads per day, and will likely only engage in a few.  If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding:  Ads that tell the story of the relationship between the consumer and the brand will link best.  Even more powerful are ads that are from the consumers view of the brand.  It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication:  Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness:  Sticky ads help to build a consistent brand/consumer experience over time.   In the end, brands are really about “consistency” of the promise you want to own.  Brands have exist in the minds of the consumer. 
Attention

Buying media and putting something on air does not attract attention for your ad.  Why would consumers want to listen to what you have to say.  You have to EARN the consumers’ attention.  The best way to grab Attention is to take a risk and do something not done before. Here are the 5 ways to attract attention.

  1. Be Incongruent:  This is a great technique to get noticed is by being a bit off kilter or different from what they are watching.  A lot of brand leaders are afraid of this, because they feel it exposes them.  Avoid being like “wallpaper”   If you want a high score on “made the brand seem different”, it starts with acting different.   kitkat
  2. Resonate:  Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
  3. Entertain them:  Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle.  From the consumers view—they interact with media to be entertained—so entertain them.
  4. The Evolution of the Art of Being Different:  As much as Movies,  TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention.  Albino fruit flies mate at twice the rate of normal fruit flies.  Be an albino fruit fly!!!
  5. Location Based:  Be where Your consumers are open and willing to listen.  The Media choice really does impact attention.  Make sure your creative makes the most of that media choice.  
Branding

There is an old advertising saying “half of all advertising is wasted, but we aren’t sure which half”.  Coincidently, the average brand link is 50%.  Our goal should always be to get higher.  The best Branding comes when you connect the Brand to the Climax of the ad.   It’s not about how much branding or how early the branding arrives.  

  1. Be Part of the Story:  in the spirit of big ideas, how do you tell a story, using your brand.  It’s not how much branding you use, but rather how closely connected the brand to the climax of your ad.
  2. Is it the Truth:  It sounds funny, but if there is a disconnect between what you say, and what you are….then the brand link won’t be there.  People will discard the ad.
  3. Own the Idea Area:  Be a bit different—make sure that what you do sets you apart from anyone else. 
  4. Repeat:  don’t be afraid of building your brand—and the simplest way to get branding is to repeat and repeat and repeat.
Communication

Communicating is about selling.  Keep in mind, communication is not what is said, but what is heard.  The best way to Communicate is through Story Telling that involves the brand.  The modern-day world of the internet allows richness in story telling.  

  1. Start a Dialogue:  If you can do a good job in connecting with the consumer, the branding idea can be a catalyst that enables you to converse with your consumer.
  2. What are you Selling?  You have to keep it simple—you only have 29 seconds to sell the truth.  Focus on one message…keep asking yourself “what are we selling”.drill
  3. Powerful Expression:  try to find one key visual that can express what you are selling.  This visual can be leveraged throughout
  4. Find Your “More Cheese”:  Many times its so obvious what people want, but we just can’t see it or articulate it. 
  5. Sell the Solution—not the Problem:  Brands get so wrapped up in demonstrating the problem, when really it is the solution that consumers want to buy. 
Stickiness

We all want our ads to stick.  You need to adopt a mindset of “will this idea last for 5 years”.  The Best way to Stick is to have an idea that is big enough.  You should sit there and say is this a big idea or just an ad?

  1. Dominant Characteristic:  things that are memorable have something that dominates your mind (e.g.:  the red-head kid)
  2. How Big Is the Idea?  Its proven that a gold-fish will get bigger with a bigger bowl.  The same for ideas.
  3. Telling Stories:   While visuals are key to communicating, in the end people remember stories—that’s how we are brought up—with ideas and morals that are designed to stick. 
  4. Always Add A Penny:  With each execution, you have a chance to add something to the branding idea.  Avoid duplicating what you’ve done…and try to stretch as much as you can. 
  5. Know Your Assets:  There has to be something in your ad that sticks.  Know what that is and then use it, in new executions or in other parts of the marketing mix.

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If you don’t love the work, how do you expect your consumer to love your Brand

 

To see a training presentation on Get Better Advertising: 

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

 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  We believe the thinking that got you here, will not get you where you want to go.  grOur President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham@beloved-brands.com

 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help you with your advertising or ask how we can help train you to be a better brand leader.