Friday, February 16, 2018
According to BrandForward's research, one of the top attributes brands strive to be is trustworthy. Related to this, brands usually also strive to be customer service oriented, responsive, reliable and dependable. Other research has shown that people want their brands to have positive intentions toward them and to be capable of carrying out those positive intentions.
I will express this in several different ways. People want to be able to trust their brands. They want their brands to possess integrity. They want brands to deliver on their promises. They want their brands to tell them the truth. They want their brands to have their best interests in mind. They want their brands to care about them. They want their brands to do what is right on their behalf. In summary, they want their brands to be GOOD.
So brands that lie, intentionally deceive, cut corners, make promises on which they cannot deliver, are not focused on meeting the needs of their customers, are greedy, are unethical or otherwise are not good are brands that are in trouble.
Take the US Congress as an example. Based on the average of many different polls, Congress' job approval rating has remained around 16% for the past several years. Why is it so low? Because US citizens are not confident that their representatives are doing what is right on their behalf. Instead, they believe those representatives are serving the special interests that fund their campaigns. I would argue that the US Congress brand is is trouble. While this is an extreme example, it is not the only example. I have written a few times about brands that do not deliver on their promises. United Airlines has been a poster child for this. BP is also a brand that has not made good on its environmental promises. In fact, there are countless other examples of this.
While this might seem to be a cliche, I think it comes down to the Golden Rule. Is your brand treating its customers the way you would want to be treated? If your answer is "no," you have a lot of work to do to get your brand back on track. The problem could be the result of leadership, metrics and scorecards, systems, processes, employee recruiting criteria, employee training, recognition and reward systems, organization structure or just plain greed. Whatever its cause, as a brand manager, you need to get your brand back on track.
Thursday, February 15, 2018
I just returned from a local Boy Scout council marketing committee meeting. One of our agenda topics was the promotion of Earth Day merit badge workshops. The two merit badges in question are "Energy" and "Nuclear Science." Two professors from SUNY Geneseo are teaching the workshops. Professor Dennis Showers, an Eagle Scout and author of the Energy Merit Badge book and Professor James McLean (physics and astronomy) are leading the workshops. Activities and demonstrations include Geneseo's eGarden, solar powered car and a particle accelerator. Professor Showers will sign copies of the merit badge book that he wrote. Both of these merit badges support our country's emphasis on STEM.
While not always the most popular merit badges, we wanted to get a good turnout for these workshops.
The council publishes a newsletter that is sent directly to parents of scouts. Given the timing of the workshops, we felt as though this could be one of the primary communication vehicles to promote the workshops. There certainly was enough to promote that might spark interest in the workshops, from the solar powered car and the particle accelerator to the eGarden and signed copies of the merit badge book. Yet, were these powerful enough to get the scouts to sign up for the workshops? Then we thought about what parents of scouts want most for their children - success and happiness in life. So why not promote the fact that there are a wide variety of career options in energy, all of which pay quite well. Careers in energy would lead to a comfortable life. And isn't that what merit badges are all about - helping scouts to explore various hobbies and careers?
We decided that our primary communications target is parents. And we we decided that the lead message would be lucrative careers. We will still hype the other fun parts of the day, including visuals of the cool demonstrations the scouts will get to see. This will play well with the scouts themselves.
This simple promotion exercise led me to think about how everything a marketer tries to sell needs a powerful "hook." This emerges from a solid understanding of the primary target audiences and what is most likely to motivate them to take the actions you intend to have them take. Never neglect the "hook" in your marketing communications.
Wednesday, February 14, 2018
Visual identity elements are the first things that come to most marketers’ minds when brand identity is mentioned. However, visual identity elements appeal to just one of the five senses – sight. Today, I want to call your attention to how sound is used to identify brands.
Over time, there have been many powerful advertising jingles. Do these words bring a tune or a brand to mind?
“Plop, plop, fizz, fizz, oh what a relief it is.”
“Like a good neighbor, State Farm is there.”
“Nationwide is on your side.”
“I wish I was an Oscar Mayer Weiner”
“Hotdogs, Armor Hotdogs – The dogs kids love to eat.”
“I’d like to teach the world to sing.”
“The best part of waking up is Folgers in your cup.”
“Ba da ba ba ba I’m Lovin’ It.
Sometimes a sound or a sequence of sounds is just as powerful or even more so than a jingle with lyrics. Consider the power of these sounds in conjuring up specific brands.
NBC’s musical notes, G, E, C
Intel theme music
Apple Mac boot up
Each version of Microsoft Windows has its own boot up sound sequence
MGM lion’s roar
And finally, sometimes brands have theme songs without the lyrics.
John William’s Olympic Fanfare and Theme
ABC’s Wild World of Sports theme song
National Geographic theme song
Loony Tunes theme song
When developing brand identity systems, don’t forget to consider unique and ownable sounds.
Tuesday, February 6, 2018
All brands have names and identity systems. The identity systems typically include type fonts, colors, icons and other visual elements. Sometimes they also include auditory, olfactory, gustatory and tactile elements. And they sometimes include taglines.
The brand name can convey a specific intended meaning or feeling or it can just be a name that has been assigned to the brand without that intention. The tagline goes further in communicating the brand's intended promise.
But a brand's name is just like your name. It is merely a label. It is a way to identify you with words. And a brand's identity is the same as your visual appearance and perhaps the other sensory queues that you emanate such as your voice or pheromones.
The brand, on the other hand, is more than its name and identity system. It is what is behind the name and identity system. Just as you are more than just your name or appearance. You are a complex sentient being who has a personality, a style and set of values, certain attitudes and behaviors, likes and dislikes, etc. You are the sum total of all that goes on in your head and your heart and your body (and some would say in your soul too). You are your thoughts and your words and your deeds.
Brands have the same complexity.
People perceive you not just based on your name and appearance, but also on your personality, attitudes, values and especially your behaviors. The same its true for brands.
So, as a brand manager, you need to be concerned about the products and services and processes and systems and organizational culture and strategic partnerships that impact your brand's values, attitudes and behaviors, especially as they relate to the end customer.
Thursday, January 25, 2018
Marketing seems to have gotten so complicated. People speak of CRM and SEO. Successfully navigating social media seems difficult for many people. There are an increasing number of new communication platforms. How does one plan media across so many different channels? Marketing research now includes online focus groups, eye tracking and brain scanning among several other high-tech approaches. And then there is big data analytics. Where will it all end?
And yet, I would encourage marketers to revisit good old fashioned common sense.
Who is our customer? What are her needs? How does she perceive us? Where does she shop? How does she make her purchase decisions? Who or what informs her buying choices? What stands in the way of her buying our products? How can we make our products more appealing to her? What messages will resonate with her? How can we get her to buy more of our stuff? How can we better connect with her on an emotional level?
These are the simple common sense questions that every marketer should ask. The funny thing is that so many marketers get caught up in the tools and tactics that they forget to ask the fundamental questions.
Don't forget to use common sense when you are developing marketing programs and campaigns.
Tuesday, January 23, 2018
In 1999, BrandForward conducted a comprehensive study of brand equity and brand perceptions in the insurance industry. The study gathered metrics on more than 200 insurance brands. The results were not flattering. All insurance companies but one (State Farm) disappointed their customers when it came to claims. This contributed to a lack of loyalty, focus on price and insurance company switching.
Fast forward to today - 19 years later. If Allstate is an example of how insurance companies have evolved over time when it comes to claims processing, they have been careful students of creating the total brand experience and customer touch point design.
I hit a deer last week. Upon calling Allstate, I was instructed to download the Allstate app to my smartphone so that I could file a QuickFoto Claim(R). The app instructed me to take the appropriate photos of the damaged area, each corner of the car, the VIN and the odometer. That took 5 minutes at most. Based on their conversation with me over the phone and these photos, they processed my claim in less than 2 hours and then downloaded the difference between the claim amount and my deductible in my checking account through my bank's debit card. The money was available instantaneously.
Meanwhile, they helped me locate a local collision shop and had already sent them my claim information. The collision center sent a tow truck and has kept me informed about the process and schedule.
Allstate also called the nearest Enterprise car rental location and had procured a loaner car for me while mine was in the shop. This cost is covered by my insurance policy. Enterprise stayed open a few minutes late (past their 6 pm closing time) to accommodate me and then upgraded my car. They followed up with me a day later to make sure my rental was satisfactory.
To me, this is an example of a carefully designed customer claims processing experience and an integrated system of interaction with their strategic partners, including the smart use of mobile technology. This has significantly improved my perception of Allstate and has cemented my loyalty to them. And this should be equally beneficial to them as I have six personal and business policies through them.
As I do not have claims very often (perhaps once every ten to twenty years or so), I cannot attest to how other insurance companies handle these situations. However, I can attest to how Allstate has handled their claims processing and my hat is off to them for an excellent job.
Monday, January 15, 2018
Most every organization intends to grow. In fact, if an organization doesn’t continue to grow it generally must do the opposite because costs continue to increase whether the organization grows or not and it is difficult to continually pass the cost increases on customers without eventually experiencing decreases in unit sales.
The ways in which an organization can grow are almost unlimited. Here are just some of the ways in which an organization may be able to increase its revenues and grow:
- Sell existing products or services through new channels of distribution, for instance online or specialty stores
- Increase brand awareness through wider distribution, increased marketing and more focused, more efficient marketing
- Sell existing products or services using new sales methods, for instance direct marketing or retail focused teams
- Increase brand accessibility through extended hours or flexible payment options
- Sell existing products or services in new geographies
- Sell existing products or services to new customer groups or markets
- Explore opportunities within different ethnic markets
- Sell your products or services as an ingredient brand within another organization’s products or services
- Go upstream or downstream in the product or service production process (and profit generation)
- Acquire and perhaps brand your own channel of distribution
- Identify and pursue economies of scale
- Pursue network effects
- Create additional product skus (or service offerings) targeted at different customers or customer need states
- Go upscale – create more upscale versions of your products or services
- Offer a less expensive version of your product or service (but be careful to do this is a way that does not alienate your current customers)
- Offer a wider selection of related products or services
- Offer a wider selection of product or service quantities, that is package your products or services in different quantities at different prices points
- Create a more expensive sku to increase the reference price for your other products within the same category – this will encourage customers to “trade up”
- Cross-promote your products with other related or unrelated brands that may appeal to the same customers
- Develop and sell a wide variety of accessories for your products
- Bundle and sell two or more products together
- Generate licensing royalties by licensing your brand to other organizations’ products or services that deliver against your brand’s promise
- Invest in R&D to create entirely new products and services
- Invest in a proprietary technology that will lead to competitive advantages for your products
- If appropriate, find ways to make your products collectable
- Offer your products in a series
- Use each product to sell another product
- Create a system of integrated products so that the purchase of one product from your organization leads to the purchase of additional products from your organization
- Transform your brand into an aspirational brand or a self-expression vehicle for its customers
- Create new demand for your product by creating new uses for the product
- Through research, become the expert in meeting a particular market segment’s needs, offering additional products and services to become increasingly indispensible to people in that market segment
- Through market research, identify and develop products or services for new market segments
- Increase the individual average transaction by suggesting add-on sales
- Offer discounts for larger or increased orders
- Offer paid services associated with your products, such as installation, consulting and technical support
- Offer financing and extended warranties
- Offer extended service contracts
- Offer customization opportunities
- Merge with or acquire complementary businesses
- Discover the compromises your industry is making with its customers and reconfigure your offering to overcome those compromises
- Increase overall revenues through price segmentation
- Identify where there is price elasticity and raise prices accordingly
- Create a more compelling design for your products
- Create more compelling packaging for your products
- Apply the “timeshare” idea to your business to generate alternative markets for its products and services
- Create versions of your products that play off of current societal trends
- Identify new product or service categories to which your internal capabilities are well suited
- Create a new product development function
- Establish an internal venture fund
- Select for intrapreneurship skills and motivations when hiring employees
I hope this list has helped you to think more broadly about the ways in which you can grow your organization and its products and services. And I hope it has created some optimism about its prospects for growth Finally, I hope it has generated some specific ideas for growing your business.