What’s your view on Tiger Woods as a brand? #1 in golf, #1 in endorsements (again)

As they are about to tee off at this year’s US Open, the question remains simply:  Will Tiger Win?   Even if you hate Tiger, you’re probably asking that.  Tiger has had 4 years of no majors.  He’s been a complete collapse in front of our eyes.  He’s been a complete idiot, his wife left him, sponsors fired him.  And yet, now he’s back to #1 in golf and incredibly back to #1 in endorsements.  He’s certainly not as popular as he was before the incident, at least among the masses.  But while there are less Tiger Fans, the depth of love the fans that remain is even more intense.   And for any brand, you’d rather be loved by a few than tolerated by everyone.  

From 1997, Tiger Woods was the media darling.  What a great story.  
  • His dad was a green beret and taught Tiger all the discipline of the green berets, which Tiger then transferred into the world of golf.  
  • The video clips of him as a 3-year-old hitting the driver on the Mike Douglas show.  Cute kid, who knew he’d one day wind up being TIGER WOODS.
  • He was a 3-time US Amateur Champion, a teenager, wearing shorts, skinny, hitting it longer than anyone else.  
  • Run-away winner of the Masters at 21-years old.  With that win, golf got younger, cooler and more urban.  
  • Tiger signed with Nike of all companies.  A cool new line of clothing, cool golf balls and  amazing TV ads.  
  • Every time Tiger was playing in a golf tournament, the TV ratings went through the roof.  tiger-woods-excitementWhat you may not realize is the TV network will show every shot that Tiger takes–and likely even cutaway to him arriving and hitting on the range about 3-4 times.  
  • He was the #1 golfer, indisputably the best ever.  Other superstars (Ernie, Phil, David, Sergio) were intimidated and would collapse in fear.  By 33, Tiger had 14 Majors, and destined to easily destroy Jack’s record of 18.  
  • He had an impeccably clean image.  He was completely wholesome all-american.  He was married to a Swedish Model who was a nanny, he had two darling kids.  He was nearly flawless.   Yes, he was intense on the golf course, but all was forgiven.  

This was a bit like Jack Kennedy, where the writers had suspicions, yet no one knew.  

The Comeback Story

America loves a comeback story.  Tiger’s Comeback wasn’t exactly smooth.  Following his indiscretions that led to the divorce and the sex addiction clinic, Tiger would get far worse before he’d get better.  On the course, he was a disaster, duck-hooking, missing short putts, missing cuts and collapsing when he looked like he might win.  Off the course, Tiger was a first class JERK.  He was rude to fans and reporters.  Temper tantrums.   He fired his long time Caddy.   He fired his swing coach.  The wholesome Tiger, who was the face of golf, was now the rude Tiger.  tiger2

Tiger was a lousy golfer in 2010 and was just OK in 2011.  He kept changing his swing.  Even the naked eye could see what was wrong with it.  At times, it looked like Tiger was done.  Late 30s now, might never catch Jack and looking like he was struggling.  By 2012, there were signs of Tiger was returning to form.  He won a few tournaments, was in contention in the majors. And by 2013, Tiger is back to being Tiger.  He’s won more than anyone this year, looks back to his dominant self.   Yet he still hasn’t won a major.  

Do you think Tiger will win 5 more majors and beat Jack?  Time is ticking.  

And as of 2013, Forbes has just announced that Tiger is now the #1 on Forbes’ annual ranking of the world’s highest-paid athletes.  Forbes estimates that Woods pulled in $78.1 million over the last year from prize money, endorsements, appearance fees and golf course design work.   After the incidents of 2009, he lost five sponsors, $50 million in annual income, his place atop the world golf rankings and his marriage.  His resurgence on the links boosted his prize money over the last 12 months to $13.1 million, double his total from the prior year.  His endorsements include EA sports, Nike, Rolex, Upper Deck, TLC Eye Centers, NetJets, Japan’s Kowa and sports nutrition firm Fuse Science.

Nike was heavily criticized this spring for an ad they took out:  

woods1

What’s the Brand Lesson Here?

From 1997 to 2009, Tiger was popular among the masses.  When he was on TV, non-golf fans would grab a beer and watch.  He was liked by nearly everyone.  After 2009, he was an embarrassment and sponsors ran.  No one seemed to like him.  Those that loved Tiger loved him quietly, and were frustrated by his poor on course performance.  

I’m not in the Tiger club.  But i can feel those around me that are.  I can hear and feel the intensity.  And the intensity of those hoping he loses is fading.  

As we’re now in 2013, Tiger is back.  While not everyone likes him now, we can certainly see he has a core base of fans who LOVE him.  Tiger’s brand promise has been simplified to winning golf.  He’s not trying to be a great guy.  He’s trying to be an OK guy.  But the fans of Tiger just want to see him win.  They know he’s personally flawed and they really don’t care.  They are inspired to see the best golfer of all time.  It is always far better as a brand to be loved by a few than liked by everyone.  That love becomes a source of connection with core fans and a source of power for the Tiger brand.   With brand power, Tiger has been able to drive added revenue for himself off the course.  More shirts, more video games and more watches.  If Tiger wins a major and continues to be “an OK guy”, I suspect we’ll see a few main stream endorsement deals for Tiger.  

Tiger 2.0 is Loved by a few not liked by everyone.  

 

Follow me on twitter @grayrobertson1

 

To read more about how the love for a brand creates more power and profits:

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

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

 

Pick your Social Media vehicle and follow us by clicking on the icon below

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

 

 

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Is Social Media is the new “Invisible Hand”?

Brand LeadershipWell, today is a picture perfect weather day.  Sunny, which is rare, no humidity even rarer this spring, and likely 80 degrees.  It’s a sunday, a lazy one after a few tough weeks of work.  I feel like it’s a rejuvenation day. where we can shut down our brain.  That’s why I’ve picked the geekiest of topics to write about comparing an 18th century economist in Adam Smith with the modern-day world of Social Media.

The Original “Invisible Hand”

The concept of Adam’s Smith’s “Invisible Hand”  can be summarized to say that the individuals’ efforts to maximize their own gains in a free market benefits society, even if the ambitious have no benevolent intentions.  In economics, the “invisible hand” of the market is the term economists use to describe the self-regulating nature of the marketplace. This is a metaphor first coined by the economist Adam Smith. 529423_272713376142007_1735862437_nThe exact phrase is used just three times in his writings, but has come to capture his important claim that by trying to maximize their own gains in a free market, individual ambition benefits society, even if the ambitious have no benevolent intentions. My economics professor once said “economics is the practice of proving what happens in real life can also happen in theory”.  I love that line.  So how we as marketers spin the invisible hand is that we have to know that consumers are greedy, and if we satisfy that greed better than others, our brand will be more powerful and more profitable.

Consumers have the right to be greedy because they have money and options for how to spend that money.  Like Gordon Ghekko said “GREED IS GOOD”.  It’s this greed and the ability of some brands to satisfy that greed better than other brands which separates “likeable” brands from “beloved” brands.  As a marketer, I think greed helps you understand the needs of the customer, it forces you to rise and meet their expectations and it pushes you to beat your competitor for that almighty dollar the consumer could use on either you or them.  Fight for it.

Is Social Media the new “Invisible Hand”?

Over the last 5-10 years, Social Media has been the obvious marketing phenomena.  But do we fully understand it yet?  For most Brand Leaders, it still seems hit and miss.  I mean some of the leading cooler brands like Coke, Nike, Starbucks and Whole Foods are doing an amazing job.  But we see others not doing so well.  Arguably if Facebook hasn’t even figured out how to fully monetize itself, then how would Brand Leaders be able to figure it out.

The “invisible hand” of social media is actually hard to explain.  Just like it took Adam Smith 20= years of research, it might be the same for social media.  By no means am I a social media expert guru.  I’m as confused as the rest.  But what I do preach is the more love you can generate for your brand, the more power you can command and then you can turn that power in profit.Slide1

So my new message to every brand leader, if you want to be loved, you need to engage.  You need to be telling your story, your purpose, your passion and do so in a way that the consumer know you are genuine.  if you have no voice then you give control of you brand to the consumer.  We have seen so many bad cases like Motrin or Kitchen Aid to see what happens when a brand loses control.

Take someone like Whole Foods who has an amazing brand.  They use Twitter to perfection, offering constant recipes and engaging with their most loyal of consumers.  They don’t have any real off-line advertising.  All the energy is generated through on-line word of mouth.   Starbucks, a brand built on word of mouth seemed confused by social media a few years ago has now picked up tremendous steam the last year to where they are also a huge success story. And Apple does such an amazing job they get 2.5 billion of free media a year.

Brand Leaders View of Social Media

A few thoughts from one brand leader to another. Forget all the social media experts just for one minute.  We can approach them once we figure things out.  So here goes:

  1. Your media choice has to be influenced by your brand strategy.  This was true in 1920 when we only had print and signs.   It’s still true now that we have 3,000 media options.  You don’t just randomly select activities.  What other part of your life do you do that?   So then why would you do it in marketing.  Let the tactics match up to the strategy, not just do a bunch of random activities and then try to write a strategy to it.Slide1
  2. Media Plans should also map out the life of your consumer and the media choices be driven by where the consumer is, not where the media is.  A great day in the life analysis has always helped find where to interrupt your consumer with your message.   If you knew that the consumer was awake for 16 hours a day and sees 6,000 messages each day, that means we see a new message every 10 seconds.  Which 10 seconds do you think would be the best of the day for you?Slide1
  3. Don’t put out crap.  Please don’t. Please hire a professional to help you.  It seems people are in more of a rush than ever to put stuff out.  But sometimes when you go too fast, it takes longer.   Please do a strategic creative brief.  Give the creative people enough time to do great work.  If you are going to get into story telling, you should have a purpose driven strategy at the anchor.  You should really know why you come to work every day and once you do, bring that purpose into all your stories you tell.  The “why” is such a powerful message.
  4. Be Interesting, but equally you should be interested.  If you’re going to engage with consumers, don’t just talk about yourself.  Ask them questions that get them talking about themselves.   Instead of serving up what you do constantly, speak in the voice of the consumer and tell them what they get.   No one cares what you do until you care about what they get.
  5. You need to focus.  A brands resources are confined by money, time and people. That’s still true.  Social Media IS NOT free.  Because it takes time and it takes people resources to do it right.   You don’t have to be on Facebook because your nephew thinks you’re a loser.  You should be on it because it’s where your consumer is likely to be motivated the most to engage with your consumer.  Focus on those social media options that most make sense for your brand. 

Now, and only now should you go approach a social media “expert” who will help you figure out how to translate your brand strategy at the social media area, who will map out where your consumer is so you know where/when and how to interact with them.  Make sure you put out quality still.   Crap is always crap.  If you’re going to tell stories and engage, then make sure it’s from the heart.  Honestly means knowing your real purpose of why you chose this business and the struggles you went through.  And finally, I want you to focus.  I know I sound like a broken record.  But if you focus on every other part of your life, then why when it comes to marketing do you all of a sudden thing “it’s ok to cover everything”.   When the discipline of marketing is all about focus.

If you want your brand to be loved, then you have to be engaged in Social Media.  If you are not involved in the conversation about your brand, you’re giving up control to the pack.  And who knows what they’ll say.  

Social Media is more likely the “Invisible Voice” we can’t always hear, but we better start realizing it is there and engaging our own voice.
 

Follow me on Twitter at @grayrobertson1

Here’s a presentation that can help Brand Leaders to get better Media Plans.  

 
Other Stories You Might Like
  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Turning Brand Love into Power and Profits:  The positioning statement sets up the promise that kick starts the connection between the brand and consumer.  There are four other factors that connect:  brand strategy, communication, innovation and experience.   The connectivity is a source of power that can be leveraged into deeper profitability.  To read more click on the hyper link:  Love = Power = Profits

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

Pick your Social Media vehicle and follow us by clicking on the icon below:

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

If you Approve a 6 out of 10, then maybe you are the one to blame.

not-okI remember when one of my brand managers came into see me to try to get my approval on a small tactical print ad.  I didn’t know much about the ad, because it was a small ad, on a small budget.  But here I was, ready to approve.  I looked down and saw something so boring.  It was likely on strategy, but it would never capture anyone’s attention, it would never drive anyone’s desire, and most importantly no one would love the brand.  It was just awful.  But I’ve always prided myself at being a believer in the bottom up approach to management.  I couldn’t crap all over it.  So we both sat in silence as I stared down at the ad in front of me. I didn’t know what to say, I wasn’t sure I could really even give feedback on how to making it better.  So I asked one of the best questions I’ve ever asked in my life.

I said “do you love it?”

The brand manager shrugged his shoulder said “no, not really.  It’s ok”

And that was one of the worst answers I had ever heard.

I slid it back across the table and said “bring me back something you love”.

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

If you don’t love it, you won’t fight for its life.  Having executed many great marketing programs over the years, I can safely say I can remember the fight like it was yesterday. Somewhere along the way, there would be a fight.  That might be with your boss, your boss’ boss all the way up through the organization.  It might be with the agency, whether it’s the creative director of VP of Accounts.  Or it could be with director on set.

Will you work hard enough to make it perfect?  Greatness takes passion, precision and dedication.  While most of my marketing life was 8-6 pm, I knew that about 10 times a year I’d work till 1am.  But I went to bed proud.  If you don’t love it will make sure everything is just perfect.

Approving OK is the slippery slope to OK.  You start to think “good enough”, you start to lose pride, Yes, there always constraints:  deadlines, budgets alignment.  But if there becomes a culture where OK is accepted than that becomes the goal.  I talked to one potential client who was #5 in the category.  They were buying into everything I was saying.  Looked like i would be helping them out.  Then they phoned and said “we know we are #5, but we’ve decided #5 is good enough, because even we improve our brand we’ll just be a stronger #5”   Wow.  

Explaining what a Marketer does to non-Marketers is odd because we don’t really do anything.  We don’t make the product, we don’t make the ads or public relations and we don’t even sell it.  Yet the Brand Leader is held responsible for sales, share and profits.  And they should be.  While we don’t do anything, we do have a say in everything that goes on about the brand and we sit in the seat that can inspire everyone around you, or it can be the one that inhibits creativity and suck the life out of everyone around you.  As you sit in the Brand Leader role, the worst thing you can ever do is say “Yes” to OK ideas.

If you’ve ever said “Yes” to an OK idea, you know that you lost a bit of who you wanted to be.  And you know the work can only get worse.

Execution is Half the Battle and OK is the Enemy

As a Brand Consultant, I can tell you that strategy is only half the battle.  Execution is the other half.  That execution could show up in print ad like above, or even a new product, or a waiter serving table 16.   Never settle for OK. 

Rejecting OK work is not easy, especially if you have a reputation for playing it safe and approving OK.   It is always tempting to look at all the work that’s been presented to you and figure out which one is the best.  So you pick the 6 out of 10, and make some recommendations that might it up to a 6.5.

Because you don’t really do any of the work, not only do you need to REJECT OK, but you have to inspire the greatness to come from others.

Execution does matter.  While we want great execution against great strategy, I’d say that great execution against an OK strategy is better off than OK execution against a great strategy.  In today’s crowded marketing world, where consumers see 6,000 ads a day, standing out is more important than it ever has been.

If you are up for the change, you should start at the beginning of the process.  Sit with your lead account person and lay out your deepest thoughts on how you want your passion for the work to come shining through.  Find the language that translates your passion accurately at the outset and then be consistent to that passion throughout.  Here’s what I have said in the past:  “I know we need an Ad that delivers the strategy, sells more product and drives share.  But I also need an Ad that I love, that I’m proud of and something I can hold up and say I DID THIS”.   I always felt “I have to love it” is the highest bar you can set.  It also gives you the out by saying “I just don’t love it”.  Tell your account person, you are building in extra time in the process just so we can see if we can really push to get to great.

But saying is one thing, doing is another.  Be consistent at every stage because people follow how you say it as much as what you say.  Write an inspiring brief that is open on creativity, and isn’t filled with support points or mandatory requirements.  Ask to meet the creative people before the first creative meeting so you can talk about your expectations that you want to create work we all love.  At the creative meeting, you need to stay open, positive and push for different because that is usually where greatness lays.  Follow your instincts first. Absorb the work in the same way your consumer might.   Reach for words that describe your instincts and how you feel about the work.  Stay open and inspiring.  Do not get into all the details or the changes you want–save those for a post meeting email.    Talk only about the work you love–don’t even talk about the ones you don’t like.  You want your positive energy to come through.

It’s one thing to inspire but it’s another thing to actually go for it.    I find it strange that Brand Leaders always push for a strategic point of difference no matter how small–but when it comes to execution many of us fear sticking our neck out and looking different.  When it comes down to making the choice, you need to show everyone how serious you are by taking a chance on greatness and not just picking the safe options.  You have to be wiling to fight for it, because you can imagine that there will be push back.  This is your opportunity to shine, your opportunity to inspire everyone on your team and your opportunity to push for true greatness for your brand.   And you’ll bring back those feelings of excitement that you had the day you decided to get into marketing.

You can only Reject OK, if you are willing to inspire greatness.

 

To read more about Beloved Brands and how to turn love into more power and profits:

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

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

 

Pick your Social Media vehicle and follow us by clicking on the icon below

 linkedin-groups-large             images-1              facebook-logo

To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

What will Happen when Teenagers Leave Facebook?

tumblr_lgfj0tfVVo1qdetk0o1_400I have two teenagers at home, so I can safely call myself the world’s foremost EXPERT ON TEENAGERS!!!   Actually, as a parent of teenagers, I have absolutely no clue what’s going on.  But that’s a whole different blog.  What I have noticed in 2013 is that my two teenagers aren’t using Facebook at all.  A sample of two:  my 16-year-old has only 5 posts this year and my 15-year-old has 7 posts.  I know 40 year-olds that have that many posts in a day, posting anything from photos of cute cats rolling on the grass to a hilarious video of an old lady dancing to 28 photos of their 3-year-old at the zoo pointing to a Lion or commenting on “what’s a color without the letter E in it”.  Unknown-1

And we can’t figure out for the life of me why teenagers would want to leave this cool and fun party?  Actually, the answer is pretty easy: “YOU GUYS ARE SUCH LOSERS”.  I hear that one every day.  Keep in mind, we drop them off where we can’t be seen.  This is the same thing that goes for social media.  Don’t embarrass me!

Facebook was originally developed by College Students for College students and then quickly followed by High School students.  It became the place to be around 2007.  Then 20 somethings got on, then Moms then snuck on in 2010 and now….Grandmas are on there.  The biggest growing demographic is 55+.  And they are commenting on photos.  OMG!!!  WTF!!!  IKR!!!  GTFO!!!  We had to tell my mom not to comment on my daughter’s Facebook page anymore for fear she would be unfriended and blocked.   We are already blocked so we know what that feels like.   It stings.

This is pure comedy, an example of the horror teens are facing.  It’s a mother trying to defend her son, on his girlfriend’s Facebook page.  My guess is they are no longer dating. 

facebook-moms-5

Are we starting to get a picture of why the teens are leaving Facebook?  Just keep repeating this and it will help you understand teens:  “YOU GUYS ARE SUCH LOSERS”.  And then maybe go slam your door.  

Let’s Look at the Facts
  • The active number of Facebook users in the US is down 7.4% in 2013.  The average age continues to climb every year, with 65% of Facebook users are now over 35 years old.  The biggest complaint people have is that it’s boring.  As my friend says “how come people will watch videos of cats falling off a sidewalk on-line, but if we said that’s a TV show, no one would watch it”.  The answer is likely novelty.  
  • Moms have gone on Facebook in droves:  72% of Moms are now on Facebook.  Half of them said they are really just going on to keep tabs on their kids.  And 74% of Moms say they check their kids Facebook several times a week.  Slide1
  • On the flip side, one in three teens are embarrassed by their parents’ Facebook comments.  The problem is that your teenagers know you’re spying.  And they don’t appreciate it.  Over 30% of teens say they have unfriended their parents.  Teens complain they don’t get enough privacy on Facebook.  
  • Teens continue to turn to smartphones as their primary source and as a result prefer App based programs such as SnapChat, Twitter, KIK Messenger, Ask FM and Instagram. Adults can’t even find these and when they do, they can’t even work them. And when you figure it out, teens will just move on to something else.
  • Recent study found 33% of teens called Facebook the most important social network, closely followed by Twitter with 30%.  Twitter is significantly gaining.  Just 6 months ago, the scores were 42% to 27%.  
So now what happens? 

A few things come to mind.  

  • Kids want something that is uniquely their own.  It reminds me of what happened to the Gap Clothing store.  Back in the 1990s, it was the cool brand for teenagers.  Then Baby Gap and Maternity Gap meant teens would now be wearing the same clothes as their cute little nephew or their hugely pregnant Aunt.  Total Horror.  So the teens stopped going and then the pregnant aunt didn’t want to dress like someone uncool.  So sales tumbled.  This could be a metaphor for Facebook.  Once you are everything to everyone, you end up nothing and to no one.   
  • One less chance for Control Freak Moms:  If a lot of moms are on Facebook only to spy on their kids, maybe they’ll now move on and stop using Facebook so much.   How many pictures of Cats can we really “Like” while waiting for your little precious to post something you can tell her is totally inappropriate?   And other moms are likely only on Facebook because it’s the cool thing that teens do.  Once they find out it’s no longer cool, we could have our new version of the tipping point that Gap went through.
  • Advertisers are confused by Social Media yet again.  Just as they were finally able to start putting numbers to social media, the whole world has changed yet again.  Advertisers want to know reliable sources for where to invest their advertising dollars.  They need payback and if the audience keeps moving, then it’s hard for them to have a steady reliable place to invest in.
The same problem continues:  How do we Monetize Social Media Platforms?

Most social media platforms follow the same pattern.  They launch with a unique way of communicating that is a dramatic improvement over prior methods.  There is minimal advertising because they are focused more on gaining a large following that might take a year or two.  Plus, they are so unproven, making it very hard to get advertisers to buy into it.  They end up with a large audience but no proven method of making money from that large audience.  And then they take it public with a promise that “we’ll now use advertising to our huge audience to drive future revenues”.  teens-on-cell-phonesThe claim is that the value of Social Media platforms should not be based on current revenue streams but on future revenue sources.  They say “trust us, this will be huge”.  Right?  You’ve heard this story before.  But as they said in Jerry McGuire:  “Show me the money!!!”  

We have to be able to see how a social media platform can make money.   With some of these sites, I’m not seeing it yet.  But now, as Facebook is still trying to figure out how to monetize their huge user base, that user base is starting to leave.  Down 7.4% is pretty significant for something that is free.  The new mediums they are leaving for look like a total fad.  How do these new vehicles make money?  There are no ads on Instagram or Snap Chat.  Yes, Facebook now owns Instagram for a tidy $1 Billion.  But how do you now make money on it?  By the time they figure out how to monetize, the teenagers are likely already moving on to what’s next.  And the cycle continues.

Facebook had quickly become the wonder-drug of Social Media, the one powerhouse that everyone was engaged in and Advertisers were starting to understand.  Will there be a new version of the mega social media platform or will the future just be fragmented into unique platforms for unique groups?  Does that make it harder or easier on Advertisers?  Yes, there will be better segmentation but confusion over how to go about reaching.  Too many executional options for too many media choices.  

Is Facebook at a Tipping Point?  Will they just become the social media site for the over 30?

What’s Your Next Move Facebook?

 

Follow me on Twitter at @grayrobertson1

 

Here’s a presentation that can help Brand Leaders to get better Media Plans.  

Other Stories You Might Like
  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Turning Brand Love into Power and Profits:  The positioning statement sets up the promise that kick starts the connection between the brand and consumer.  There are four other factors that connect:  brand strategy, communication, innovation and experience.   The connectivity is a source of power that can be leveraged into deeper profitability.  To read more click on the hyper link:  Love = Power = Profits

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

Pick your Social Media vehicle and follow us by clicking on the icon below:

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

The new Burger War: 5 Guys vs In-N-Out

s-FIVE-GUYS-BURGER-largeWhen I was a kid, after my hockey practices, my mom and I used to go to Burger King.  It became a tradition.   What did i like the best?   It was nice and quiet, compared to the crowded noisy McDonald’s right across the street.  No lines, no one taking up great seat locations and almost zen.  Today, there’s a new Burger War brewing:  5 Guys versus In-N-Out Burger.  Who will win?

Who has the Better Burger?

I know there’s lots of debate out there.  Let’s dispel the myth here: they are almost the same burger.  They take a high quality ground chuck, and squish it firmly onto the grill which locks in the flavor and creates a juicy burger. 250px-InnoutOremIt’s a much higher quality meat than McDonald’s and much juicier in the end due to the cooking technique.  The only difference is 5 Guys burger feels like the burger actually breaks apart more which could make it feel less fast-food and In-N-Out feels very neatly stacked.  VERDICT:  Tie

Fries versus Shakes

If the burger is a relative tie, then what else you got.  5 Guys wins on fries and In-N-Out wins on Shakes.  Unknown-3I’m a big fries fan, and 5 Guys does have pretty darn good addicting fries.   They give you enough that you likely won’t finish them.  The In-N-Out fries (except for Animal Fries) are a little bit nondescript and boring.  In terms of shakes, the In-N-Out shakes are legendary, whereas 5 Guys is completely missing out by not even having a shake.   Verdict:  Tie, pick your poison and likely only have it once in a while.  

Who has better Atmosphere?

I have to say, neither is very cool at all.  In-N-Out had the plastic feel of a McDonald’s, with booths that are too small to fit those that can eat a double-double.   imagesThe hats on the employees are cute, giving it a 50’s diner feel.  And 5 Guys atmosphere feels like a Costco.  Dusty floors, crappy little tables and chairs.  Plus, do we really need 50 signs per restaurant telling us how great you are.  What you’re doing is opening up the door to local establishments finding a niche against both of these with a cooler pub-like atmosphere.  Verdict:  one bad tie.  

So the overall product is a tie.  

Where does In-N-Out Burger win?

Clearly as I’ve heard from the fans, In-N-Out does a great job engaging with their consumers.  The secret menu and the secret sauce, the traditions of the double-double and the “animal fries” all help create a “club” filled with brand fans who will take on anyone that knocks their brand.  images-1There’s a slight difference in who each attracts.  In-N-Out’s menu items are generally less expensive — the chain is most popular with young men ages 18 to 24 with an income of less than $70,000 a year, according to NPD. By contrast, Five Guys patrons are generally 25 to 50 years old, with an income of more than $100,000.  In-N-Out seems to have a more engaged consumer base that it can leverage as 5 Guys is now into the Southern California market ready to do battle right in the backyard of In-N-Out.

Where does 5 Guys win?

5 Guys has been much more aggressive.  They have pursued winning on reviews and lists that can help drive awareness for the brand.  In 2010, they won the Zagat best burger.   They’ve aggressively gone after celebrities such as Shaq and Obama.  Unknown-1And most of all, they are winning on location, location and even more location.  At this point, In-N-Out is stuck as a West Coast brand, in California, Arizona and Nevada with only 280 locations.  And 5 Guys is everywhere, with 1000+ locations, fairly national and even in Canada.  They are clearly following the McDonald’s real estate strategy by trying to be everywhere.  The other area where 5 Guys wins is pricing.  I’m a marketer, so the more price you can command the better.  For relatively the same burger, 5 Guys charges twice what In-N-Out charges.  In this current stagnant economy, people are proving they’d rather pay for an amazing quality burger than a cheap steak.  It feels like In-N-Out is leaving money on the table with the prices that are just slightly above the McDonald’s price points.  

So who will win?  

At this point the clear winner will be 5 Guys.  Unknown-2Just like McDonald’s versus Burger King in the original burger war, it’s not as much about the burger itself but about the aggressive pursuit of real estate.  Unless In-N-Out wakes up, takes all that brand love they’ve generated among their fans and they go on an 5-year big expansion, they’ll be relegated to a regional brand we only visit on our road trips to California. 

5 Guys Is Quickly Becoming the Upscale Answer to McDonald’s

 

A vote and a shout out for Local still.  At this premium burger price range, and with boring atmospheres in both Five Guys and In-N-Out restaurants, they are keeping the door open for local burger places to stay alive. If you’re ever in my home town of Toronto, Craft Burger (now Big Smoke) on King Street offers a very unique burger and feel.  Hand made, aged cheddar giving it a slightly different feel and the fries are great.   Allen’s on the Danforth has an amazing quality beef and the best outdoor patio around.  Burger’s Priest in Toronto has almost completely copied In-N-Out with lots of mysterious schtick, including the Secret Menu.  It’s fun.  I’m sure you’ve got your own local place.  Here’s to local.  

 

To read more about how the love for a brand creates more power and profits:

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

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

 

Pick your Social Media vehicle and follow us by clicking on the icon below

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

What to do when your Brand is Stuck at “Like It”?

Don’t feel bad.  Most brands are at the Like It stage

You have been able to carve out a niche and be a chosen brand against a proliferation of brands in the category.    And you have good shares, moderate profits and most brand indicators are reasonably healthy.  It’s just that no one loves you.  There’s nothing wrong with being a Liked brand.   All the power to you.  But just know that you might be leaving good money on the table.  

Beloved = Power = Growth = Profit

The Brand Love Curve

In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life.  At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings.  Consumers become outspoken fans.  It’s this connection that helps drive power for your brand: power versus competitors, versus customers, versus suppliers and even versus the same consumers you’re connected with.  The farther along the curve, the more power for the brand.  It’s important that you understand where your brand sits on the Love Curve and begin figuring out how to move it along towards becoming a Beloved Brand.

With each stage of the Brand Love Curve, the consumer will see your brand differently.  The worst case is when consumers have “no opinion” of your brand.  They just don’t care.   It’s like those restaurants you stop at in the middle of no-where that are called “restaurant”.  In those cases, there is no other choice so you may as well just name it restaurant.  But in highly competitive markets, you survive by being liked, but you thrive by being loved.  Be honest with yourself as to what stage you are at, and try to figure out how to be more loved, with a vision of getting to the Beloved Brand stage. 

The Like It Stage

At the Like It stage, the funnel is fairly strong at the top but quickly narrows at purchase and has a very weak bottom part of the brand funnel.  As people see your brand as a good rational choice, they might consider it and use it, but it lacks separation from the other brands and it’s missing that emotional connection.  Brands stuck here usually focus on what they do (features) and not what the consumer wants (benefits)  In the funnel, you’ll see pretty strong awareness and consideration but you’ll lose out at the purchase stage and have no real repeat or loyalty at all.  You’ll notice fairly high trade spend just so you can keep your share going–and you use price as a weapon to close the deal.  The best strategy here is to begin to Separate Your Brand from the clutter of the market, by establishing a brand promise based on benefits–rational and emotional.  A brand like Dove was at the Like It stage back in the 1990s.  Only when they could shift from talking about themselves to talking about the consumers would they be able to establish more love for their brand.  

Consumers see your brand as a functional and rational choice they make.   They tried it and it makes sense so they buy it, use it and they do enjoy it.  It meets a basic need they have.  They likely prefer it versus another brand, but they think it is better, cheaper or easier to use.  Or your mom told you to use it.  But, consumers don’t have much of an emotional connection or feeling about the brand.     Where Indifferent is really bad, you’re ordinary, which is just a little bit better.  Overall, consumers see you brand in the “it will do” space.

The Five Sources of Brand Love

Under the Brand Idea are 5 sources of connectivity that help connect the brand with consumers and drive Brand Love, including the brand promise, the strategic choices you make, the brand’s ability to tell their story, the freshness of the product or service and the overall experience and impressions it leaves with you.  Everyone wants to debate what makes a great brand–whether it’s the product, the advertising, the experience or through consumers.  It is not just one or the other–it’s the collective connection of all these things that make a brand beloved.

Slide1
Why is your Brand stuck at the Like It Stage:

If your brand is stuck at Like It, look to the five sources of love to see if you have a weakness.  

  1. Protective Brand Leaders means Caution:  While many of these brands at the Like It are very successful brands, they get stuck because of overly conservative and fearful Brand Managers, who pick middle of the road strategies and execute “ok” ideas.  They do a bad job at either telling the story or launching new products.  On top of this, Brand Managers who convince themselves that “we stay conservative because it’s a low-interest category” should be removed.   Low interest category means you need even more to captivate the consumer.
  2. We are rational thinking Marketers:  Those marketers that believe they are strictly rational are inhibiting their brands.  The brand managers get all jazzed on claims, comparatives, product demonstration and doctor recommended that they forget about the emotional side of the purchase decision.   Claims need to be twisted into benefits—both rational and emotional benefits.   Consumers don’t care about what you do until you care about what they need.  Great marketers find that balance of the science and art of the brand.   Ordinary marketers get stuck with the rational only.  The promise stays very rational, and the execution of the brand story becomes rather bland.  
  3. New Brand with Momentum:  As a new brand, you might not have found a way to use a unique brand promise to separate yourself from other competitors.  Stage 2 of a new brand innovation is ready to expand from the early adopters to the masses.   The new brand begins to differentiate itself in a logical way to separate themselves from the proliferation of copycat competitors.   Consumers start to go separate ways as well.  Retailers might even back one brand over another.  Throughout the battle, the brand carves out a base of consumers.
  4. There’s a Major Leak:  If you look at the brand buying system, you’ll start to see a major leak at some point where you keep losing customers.  Most brands have some natural flaw—whether it’s the concept, the product, taste profile ease of use or customer service.   Without analyzing and addressing the leak, the brand gets stuck.  People like it, but refuse to love it. That leak could be in the freshness or experience stage.  
  5. Brand changes their Mind every year:  Brands really exist because of the consistency of the promise.  When the promise and the delivery of the promise changes every year it’s hard to really connect with what the brand is all about.  A brand like Wendy’s has changed their advertising message every year over the past 10 years.  The only consumers remaining are those who like their burgers, not the brand.  The story never gets told in a consistent manner that delivers the brand promise.  It fails to catch on, so instead of just fixing the communication the brand also changes the brand promise.  
  6. Positional Power–who needs Love:  there are brands that have captured a strong positional power, whether it`s a unique technology or distribution channel or even value pricing advantage.  Brands like Microsoft or Wal-Mart or even many of the pharmaceuticals products don`t see value in the idea of being loved.   The problem is when you lose the positional power, you lose your customer base completely.  The brand with just positional power becomes complacent and lazy–with a culture that does not create a brand experience that surpasses the promise. 
  7. Brands who capture Love, but no Life Ritual:  There are brands that quickly capture the imagination but somehow fail to capture a routine embedded in the consumers’ life, usually due to some flaw.   Whether it’s Krispy Kreme, Pringles or even Cold Stone, there’s something inherent in the brand’s format or weakness that holds it back and it stays stuck at Loved but just not often enough.  So, you forget you love them.  The strategy of linking the brand’s promise to the other connection points of the brand.  
Indicators that you’re at the Like It Stage
  • Low Conversion to Sales.   While the brand looks healthy in terms of awareness and equity scores, the brand is successful in becoming part of the consumer’s consideration set, but it keeps losing out to the competition as the consumer goes to the purchase stage.  It usually requires a higher trade spend to close that sale which cuts price and margins.
  • Brand Doesn’t Feel Different:  A great advertising tracking score to watch is “made the brand seem different” which helps to separate itself from the pack, many times speaking to the emotional part of the messaging.
  • Stagnant Shares:  Your brand team is happy when they hold onto their share, content to grow with the category.
  • High Private Label Sales:    If you only focus on the ingredients and the rational features of the product, the consumer will start to figure out they get the same thing with the private label and the share starts to creep up to 20% and higher.
Why Would you want to get to the Love It Stage

As you become more loved, you can use that love consumers have for your brand to drive more power for your brand.  That power may be against retailers, other competitors, suppliers, media and key influencers.   As well as a power over the very consumers that love your brand.  With more power, a more loved Brand has 8 ways it can add profit. 

Slide1

In terms of pricing, you can charge premiums and any change in pricing is relatively more Inelastic.  Loyal consumers, weakened channels pay premiums, and trading up where offered.  More engaged employees deliver better experience—even more premiums.  This gives your brand an opportunity to drive higher margins.

With costs, a more loved brand becomes more Efficient and Powerful.  You’ll be able to achieve Economies of scale.  Suppliers cut costs due to volume & wanting brand in portfolio. Efficient media spend, free media through search, earned and social. Gov’t willingly subsidize. Partners give favorable terms.  This gives your brand lower costs–both in terms of product costs and marketing costs.  

A more loved brand can drive market share by pushing the Momentum and finding that Tipping Point.  Crowds draw crowds.  Power of media (search + social + earned) keeps brand in the conversation with heavy influence. Competitors can’t respond to the momentum.  You can steal share from weakened competitors who have no love, or get current users to use even more.  

A more loved brand can enter new markets.  Loyalists Will Follow Wherever:  Loyal users will follow where brand goes, and doors will open to new ventures. The idea of brand no longer tied to product, but to how brand makes you feel. 

As the brand is more loved, the P&L statement looks a lot stronger–higher markets, lower costs, higher share and new market entries all add up to much higher profitability.  It’s worth finding that love.  

How to get to past the Like It stage
  • Focus on action and drive Consideration and Purchase:  stake out certain spaces in the market creating a brand story that separates your brand from the clutter.  Begin to sell the solution, not just the product.  Build a Bigger Following:  Invest in building a brand story that helps to drive for increased popularity and get new consumers to use the brand.
  • Begin to Leverage those that already Love:  Focus on the most loyal consumers and drive a deeper connection by driving the routine which should increase usage frequency.  On top of that, begin cross selling to capture a broader type of usage.
  • Love the Work:  It is time to dial-up the passion that goes into the marketing execution.   Beloved Brands have a certain magic to them.  But “Like It’ brands tend to settle for ok, rather than push for great.  With better work, you’ll be able to better captivate and delight the consumers.  If you don’t love the work, how do you expect the consumer to love your brand.
  • Fix the Leak:  Brands that are stuck have something embedded in the brand or the experience that is holding back the brand.  It frustrates consumers and restricts them from fully committing to making the brand a favourite.  Be proactive and get the company focused on fixing this leak.
  • Build a Big Idea:  Consumers want consistency from the brand—constant changes to the advertising, packaging or delivery can be frustrating. Leverage a Brand Story and a Big Idea that balances rational and emotional benefits helps to establish a consistency for the brand and help build a much tighter relationship.

So be content with being Liked.  But just realize that you’re leaving profits behind for someone else to capture.  

If you are stuck at Like It, then you are leaving money on the table

 

To read more about how the love for a brand creates more power and profits:

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

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

 

Pick your Social Media vehicle and follow us by clicking on the icon below

 linkedin-groups-large             images-1              facebook-logo

To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

Special K Case Study: Moving From Indifferent to Beloved

Cereal is one of those categories filled with a touch of magic, many of the beloved brands coming out of the “Mad Men” days of TV advertising.  Brands like Corn Flakes, Cheerios, Rick Krispies and Froot Loops all have a certain wholesome charm.  But while those brands have ‘historical equity’ it’s not really an equity that can drive sales.  I’d say these brands are in a bit of a time warp, a throwback to simpler times when Cartoons were only on Saturday mornings.

Special K was an Indifferent Brand
One lonesome Original Flavor of Cereal

One lonesome Original Flavor of Cereal

I worked in the cereal business back in the 1990’s and we never thought anything about Special K.  It just sat there with a very small and dying share.  Basically, it was just the one flavor of cereal.  Zero innovation.  just Rice Krispies crushed differently.  Trust me, I was on the General Mills side and no competitors were worried about Special K.

The brand idea for Special K has been connected with weight loss since the mid 80s.  The ads were focused on 110 calories–which is just a feature, not a benefit for the consumer.  And honestly, if you look at most cereals, they’ll say 120-140 calories on the box.  Here’s what the Special K ads looked like in 1996 and you’ll see why the brand was fairly flat.

This is a classic example that no one cares what you do until you care what they want.  No one at Special K was putting themselves in the shoes of the consumer and asking “so what do I get?” or “how does this make me feel?”   It was implied, but it was buried in the woman looking at herself in the mirror.

The Brand Love Curve

In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life.  At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings.  Consumers become outspoken fans.

Love Curve Detailed

Special K was clearly an Indifferent Brand.  There was very little consumer opinion, and for those who did buy Special K, they weren’t exactly the most ardent fans of the brand.  Not only was the original flavor fairly bland, but everything about the brand was bland.  Special K needed to stand for something.  It needed an idea.  They were dancing around the idea of weight loss but not really bringing the benefit to life.

Beloved Brands Start with an Idea

The most beloved brands are based on an idea that is worth loving. It is the idea that connects the Brand with consumers.  And under the Brand Idea are 5 Sources of Connectivity that help connect the brand with consumers and drive Brand Love, including 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) the overall experience and impressions it leaves with you.  Everyone wants to debate what makes a great brand–whether it’s the product, the advertising, the experience or through consumers.  It is not just one or the other–it’s the collective connection of all these things that make a brand beloved.

The Re-Birth of Special K

Around 2000, Special K made a dramatic turn in the market.  With all the diet-crazed consumers looking for new solutions, Special K had a stroke of brilliance when someone figured out that if you ate Special K twice a day for just two weeks, you could lose up to 6 pounds in 2 weeks.  While all the other diet options felt daunting, this felt pretty easy to do.

Slide1

While Special K had spent decades dancing around the weight loss idea, now they had a Brand Promise that was benefit focused and empowering:  With Special K, just twice a day for 2 weeks, you can lose 6 pounds or better yet, drop a jean size.  They stopped talking about the product and starting talking in the voice of the consumer.

The brilliant strategy is around the usage occasion of the second meal each day.  Cereal had been a category that grew +3% for years, steady only with population growth and some demographics around boomers and echo generations.  But now, there was finally a reason to eat cereal twice in one day.

The communication of the Brand Story become about empowering women to take control using the Two Week Challenge.   Here’s a very empowering ad around the “Drop a Jean Size” idea.

With a Brand Idea bigger than just a cereal, Special K’s innovation rivalled that of Apple.  It started with the launch of Berry Special K that thrust the brand into a good tasting cereal, and has since added bars, shakes and water.  Most recently, they’ve now launched potato chips (only 80 calories for 20 chips) and a Breakfast Sandwich option.  it just goes to show you that it’s not about ‘out of the box’ ideas, but rather how you define the box.  All these product launches are aligned to the idea of empowering women to maintain their weight.  The diversified line up beyond cereal helps off-set any sales softness on cereal.  This year, they’ve just announced they are re-looking Special K’s original recipe to keep the cereal share strong.  

Special-K-Products

And rounding out the Brand Experience is to take the challenge on-line, gives women a community of encouragement to help achieve their personal weight loss goals.  Special K has also launched App for smart phones to help monitor weight goals.  

MY SPECIAL K

IS YOUR PLACE FOR POSITIVE CHANGE

Sign up and start your free, personalized plan today. We’ll keep track of your goals, offer helpful tools and tips and keep you motivated as you work towards your best you.

http://www.specialk.com/mealplan/notstarted

Special K has also tapped into time of year occasions around New Years and spring to re-enforce the brand messages.

Some great lessons for other brands.
  • Speaking to a specific target (women 25-45) and in their voice makes you a more powerfully connected brand.
  • Everything starts and ends with the consumer in mind:  Consumers don’t care what you do until you care what they want.  Be benefit focused.
  • Build around a brand idea:  It’s not out of the box thinking, it’s just re-defining the box to be a bigger idea.
Take Your Own Brand Challenge and Add Some Love to Your Brand

 

To read more about how the love for a brand creates more power and profits:

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

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

 

Pick your Social Media vehicle and follow us by clicking on the icon below

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

A Beloved Brand commands the Power of a Monopoly

The Brand Love Curve

In the consumer’s mind, brands sit on a Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved Brand for Life.  At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings.  Consumers become outspoken fans.  FormulaIt’s this LOVE that helps drive POWER for your brand: power versus competitors, versus customers, versus suppliers and even versus the same consumers you’re connected with.  With added power, you will be able to drive stronger PROFITS.  For a Beloved Brand, prices are inelastic and you can trade consumers up to new premium options.  You can drive share and move to new markets with your loyal consumers following.  And you can put pressure on costs.  All these drive added profitability for the Beloved Brand.   LOVE = POWER = PROFITS

The most beloved brands are based on an idea that is worth loving. It is the idea that connects the Brand with consumers.  And under the Brand Idea are 5 Sources of Connectivity that help connect the brand with consumers and drive Brand Love, including 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) the overall experience and impressions it leaves with you.  Everyone wants to debate what makes a great brand–whether it’s the product, the advertising, the experience or through consumers.  It is not just one or the other–it’s the collective connection of all these things that make a brand beloved.

Using the Love to Generate Power

The 12 forces of a Beloved Brand map out how a beloved brand can leverage the power generated from being loved.

Power over consumers:  A Beloved Brand with a loyal group of followers has so much more power–starting with a power over the very consumers that love them.   These consumers feel more than they think–they are e-rational responding to emotional cues in the brand.   They’ll pay a premium, line up in the rain for new products and follow the brand to new categories.   Look at the power Starbucks has with their base of consumers, making their Starbucks moment one of their favorite rituals of the day and how consumers have now added sandwiches and wraps to those rituals.  All day long, Starbucks has a line up of people ready for one of their favorite moments of their day.

Power over Porter’s 5 Forces:  We can see that the love also gives Beloved Brands power over channels, substitutes, new entrants, or suppliers.   With a beloved brand, there is power over channels because consumers would rather switch stores than switch brands.  Apple has even created their own stores, which generate the highest sales per square foot of any retailer.  And even with their own stores, Best Buy still gives Apple preferential treatment with a ‘store-in-store’ concept.  With outspoken fans, they’ll even fight on behalf of the brand against competitors.  Competitors can duplicate the product, but they can’t get close to duplicating the emotional connection.  Beloved Brands even have power vs Suppliers, who want the beloved brand on their roster.   Many suppliers will cut their prices, offer extras and first right of refusal on new technologies. In Apple’s case, Intel has given them the lead on new chip technology two years before they gave them to PC ultrabooks, giving them a huge competitive advantage.  With these powers, it makes it hard for new entrants to break through.

Power over Employees:  Beloved Brands have a power over employees that want to be part of the brand and the culture of the organization that all these brand fans are proud to project.  People at Starbucks love working there and wear that green apron with a sense of pride.  Brand fans that get hired into the system, know the culture on day 1 and will do what it takes to preserve it.  Starbucks employees ooze the brand and honestly from a cultural view, their interactions make the difference in the experience of the brand.  Employees have their regulars, know their name and their drink.  It’s no longer just the coffee.  It’s your escape and your comfort zone.

Power over the Media:  Beloved Brands have a power over the Four types of Media:  1) Paid 2) Earned 3) Social and 4) Search.  Beloved Brands have a much more efficient media buy–lower GRPs needed to break through and a lower Ad Spend/Sales is needed to keep share strong.  Even for paid media, beloved brands get better placement, cheaper rates and they’ll be the first call for an Integration or big event such as the Super Bowl or the Olympics.  Beloved Brands have figured out the earned media, with launch events, press releases and executive story lines that seep into the mainstream press.  Competitors complain about Apple getting a positive media bias–they are right, they do.  As brands are still figuring out social media, it’s the most loved brands that are doing it right, whether it’s Coke, Nike or Apple.  Are they smarter?   Maybe.  But the beloved Brands have such a huge advantage because people want to connect socially, want to share and want to influence.   Nike did such a great job with social media during the London Olympics that people thought they were the main shoe sponsor–when it was Adidas.  Lumping earned, social and search together as ‘free’ media, Apple generates over a billion dollars of free media via the mainstream media and social media.

Power over Influencers:  Beloved Brands have a power over key influencers whether it’s doctors recommending a certain drug, restaurant critics giving a positive review for the most beloved restaurant in town  or electronics sales people selling a beloved TV. Each of the influencers become fans of the brand and build emotion into their recommendation. They become more outspoken in their views of the brand. And finally beloved the Beloved Brand makes its way into conversation at the lunch table or on someone’s Facebook page. The brand fans are everywhere, ready to pounce, ready to defend and ready to say “hey, you should buy the iPhone”.  The conversation comes with influence as crowds follow crowds.  This conversation has a second power, which creates a badge value.  People know it will generate a conversation and are so proud to show it off.  After all, they are in the club.

All 12 forces combine to generate Power for the Brand, that matches that of a Monopoly.

 

To read more about how the love for a brand creates more power and profits:

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

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

Pick your Social Media vehicle and follow us by clicking on the icon below

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

Should Non-Political Brands ever get Political during these Politically Divided Times?

“Republicans Buy Shoes Too”

 Michael Jordan

UnknownThe last few years, we’ve seen a divide in politics–bigger than we’ve seen in generations.  In the US, it would be safe to say the country is equally divided between democrats and republicans, with about 10-20% acting as the swing vote.  There are so many issues that divide us–our views on marriage, guns, taxes, education, healthcare, race, immigration, religion, the environment, war and the list is growing.  There are red states and blue states.  The most loyal of the Democrats and Republicans are each digging in deeper.  Around the world, we are seeing the same divide, variations different issues.  

Now, if your entire brand is about healthcare, I get that you should have a position anything to do with healthcare.  1112_no-republican-democratic-politicsIf your about an environmental brand, of course you should have a position on global warming, energy efficiency and oil drilling.  And if your a bank, being outspoken on debt, tax rates and the interest rate is well within your realm.  

But if you are selling organic groceries, fried chicken, washing machines or laptops, you’d be really stupid as a brand to pick a side and speak out.  I love politics, but I love making money even more.  If there is a chance you could lose 45% of your audience, or even 10% because you think it’s important for you to share your political conscience, then terrific.  Give up the reins of being a Brand Leader, grab a sign and find a spot on the grass.  

  • The comments regarding support of traditional marriage by Chick-Fil-A’s president Dan Cathy caused a political uproar that definitely had an impact on brand perception.  Marketingland noted that the positive brand image that Chick-Fil-A once took for granted was dealt an almost fatal blow and the BrandIndex score in the northeast US for Chick-Fil-A fell from a 76 down to a 35.  Chick-Fil-A responded to this disaster by backing entirely out of media comments and distancing the company’s position from the personal opinions of Dan Cathy. But the damage to the brand was cemented when Sarah Palin lined up to get her chicken wings.

Elle s'appelait sarah" (2009) 

  • John Mackey, the CEO of Whole Foods, is dealing with a huge backlash from customers of the upscale supermarket chain who have been angered by his recent comments likening Obamacare to fascism.  Mackey, who made the comments during an interview promoting a book on capitalism, has since tried to walk back his more inflammatory statements, explaining he was talking about fascism in economic terms, not as a system of repression under the Third Reich.  Obama supporters, many of whom love Whole Foods, turned on the brand with comments on Twitter, Facebook and any blog they could find.  UnknownI’ve seen John Mackey on CNN trying to retract comments.  I’d suggest he get himself a Communications VP and never talk into a microphone again.  
  • Donald Trump has been one of the most outspoken celebrities in the political area, many times embarrassing himself rather than offering the voice of the right.  The Apprentice, once a top 10 show finished 113th last year, with ratings falling from 20 Million people down to 4.5 Million.

1097579Not only is it dumb to divide your market in half, it’s also arrogant to think we care about your view.  Just because you are running a successful Brand, doesn’t mean your view matters.  

Maybe we could all learn a lesson from Big Bird.  Even as he was brought into the political debate by a slip of the tongue by Mitt Romney, what did Big Bird and the rest of Sesame Street decide to do with their new found attention.   They stayed quiet.  That was the smartest political move they could make.  After all, republican kids watch Big Bird and Elmo. 

In terms of Politics, Brands would be better off just staying silent.
 

Here’s a summary on Creating a Beloved Brand

 

Other Stories You Might Like
  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Positioning Statement.  Before you even get into the creative brief, you should be looking at target, benefits and reason to believe.   To read how to write a Brand Positioning Statement, click on this hyperlink:  How to Write an Effective Brand Positioning Statement
  3. Turning Brand Love into Power and Profits:  The positioning statement sets up the promise that kick starts the connection between the brand and consumer.  There are four other factors that connect:  brand strategy, communication, innovation and experience.   The connectivity is a source of power that can be leveraged into deeper profitability.  To read more click on the hyper link:  Love = Power = Profits 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

Pick your Social Media vehicle and follow us by clicking on the icon below:

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

How to Judge Advertising Copy: Approve the Good. Reject the Bad.

Over the years, I’ve seen so many Brand Leaders who love Advertising, yet just don’t love their own advertising.  

I’ve always found this odd.  These Brand Leaders use their instincts on other brands’ work but can’t find those same instincts on their own work.  They are likely the ones sending Super Bowl ads around the office, yet they are the first to crap all over the work of their own agency.  

What really holds back most Brand Leaders from greatness is they actually under-estimate their own role in the process of getting to great advertising.  How they show up does more to make or break an ad than even how the agency shows up.   slide1-1After all, the Brand Leader gets the “final say” on every aspect of the ad–brief, script, director, casting, music, budget and final edit.  The agency can only recommend.  What the Brand Leader does with that “final say” can make or break the ad.  

If you knew that how you show up to your agency got better work for you, do you think you would show up differently?

In terms of giving feedback at that first creative meeting, a Brand Leader can really only do three things.

      1. Approve an ad
      2. Reject an Ad
      3. Give direction on how to make the Ad better 

If you’re sitting in the hot seat, how will you know?  It’s not easy to sit in the hot seat as the decision maker.  I’ve seen some Brand Leaders use all instinct, and no fundamentals.  They miss the most basic of things.  While other Brand Leaders strictly use fundamentals and forget to use their instincts.  They miss the magic or are the first to put together a Frankenstein from various things on the brief.  

Clients aren’t Ready

I come at this discussion from the client side.  I’ve never worked at an agency in my life.  But I have 20 years of CPG experience and have been in the shoes of the Brand Leader at every level.  I feel comfortable to say that Clients are not ready.    

Here’s the problem with the math.  Most brands make 1 campaign per year, and in your first 2-3 years as an Assistant Brand Manager, you might get a few comments in at the meeting. Then all of a sudden, you’re now the newly promoted Brand Manager and expected to lead the campaign.  As bright as you might be, you have never been on the hot seat and you might not be ready to give feedback to the agency.  Even your boss, who will coach you and judge your performance might have made 5 ads in their career.  Across from you sits a creative team, a creative director and a Group Account Director, who each might have 10+ years of experience and each work on 20+ campaigns per year.  

And what you have to say at the meeting will make or break your ad.  If you aren’t nervous at that meeting, good for you.  And good luck.  Because, you should be nervous. 

Slide1

How well prepared are you?  An ill prepared Brand Leader will more than likely deliver a poor ad.   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?

Judging the Ad:

The Creative Meeting is not Easy.  You’ve got to balance, the head, the heart and the gut against the good of the brand.  Take your time and sort it through asking the following questions:

  1. Do you love what it can do for your brand?  If you don’t love it, how do you expect your consumer to love it?  A great ad has to have everyone’s heart and soul put into it.  If you “sorta like” it, then it will be “sorta ok” in the end.  If you love it, you will fight for it.  (The Heart) 
  2. Is it on strategy?  Is the Advertisement an expression of what you have been writing in your strategy documents?   Is it doing what we hoped it would do?  I love the ABCS technique (outlined below) because it helps me to frame things in my mind, so I can evaluate it past how I feel.  I think you need something to ground yourself.  (The Head)  If  there is something in your gut says it’s off, it likely is.  (The Gut)
  3. Is it long-term Idea?  Is a big enough idea that fits with the brand, does the hard work you want to do for the brand and can last 5 years.  Think about leaving a legacy—which forces you to think of campaign-ability.  (The Brand)  Look at the Creative Brief and if the ad is not on strategy, then it has to be rejected   Advertising is an expression of strategy.  If it’s not on strategy, it has no value.  

I once was in the midst of fighting for an Ad campaign as it was going up through the approval ranks of my own senior management.  It was a very odd campaign.  Yet I loved it.  One night, I was out for a walk with my wife and she said “what if it gets rejected”.  And I said “it will be the end of me”.   She thought I was crazy and said “you can’t think that way”.  And I said “I have to think that way”.  The question of whether you love it or not, is not a “sort of” question.   You have to be all-in, ready to battle for it’s life.  If you don’t love the work, how do you expect your consumer to love the brand?   The campaign was approved, and it doubled the business over the next 10 years.  

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 stick Know what that is and then use it, in new executions or in other parts of the marketing mix.

Slide1

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:


Slide1

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:

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

Ten Best Super Bowl Ads of All Time

Super-Bowl-47-LogoEven though I’m almost over the Patriots loss from last weekend, let’s start Super Bowl week off with a tribute to all the great Super Bowl ads over the years.  

I hope a few of these spots bring back some good memories for you and if there are any special ones missing for you, feel free to add them in the comments.  

Coke “Mean Joe Greene” (1979)

Bit of that 1970s “cheese” for you, but I remember this one from my teens.  The spot has become as iconic as the drink itself.  

Apple 1984 (1984)

Great story of this ad in the Steve Jobs book–how the board never wanted to run it and they lied about the media commitment.  This was one of the first big Super Bowl ads, that changed the way advertisers saw the Super Bowl slots.    

Diet Pepsi Michael J Fox (1987)

A little bit of that “Back to the Future” feel of the 1980s Michael J Fox.  Very cute tone is a good fit for Pepsi.    

McDonald’s Jordan vs Bird (1992)

This one had a lot of break through and left us with the phrase “nothing but net”.  The current Tiger Woods/Rory McIlroy spot uses (steals) the same formula.  

Cindy Crawford “New Can” (1992)

Not much needs to be said about this one, other than that they repeated this 10 years later and she still looked the same.  

Budweiser: WASSUP! (1999)

The simplicity of this one, but it really does capture a male-bonding insight of how guys do interact with their buddies.  

FedEx “Pigeons”

FedEx has been using sarcastic humor to make their point for years.  This spot has a good feel with the FedEx tone.  

Snicker’s Betty White (2010)

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, one that Snicker’s has yet to fully capture in their pool outs on this campaign.   

Chrysler Eminem (2011)

I love the tone of this spot, perfect casting with Eminem–the rawness of his voice, attitude and authenticity.  The repeat in 2012 using Clint Eastwood was a good spot as well, but not quite up to the Eminem version.  “Imported from Detroit” is a very big idea.  Love it.  

Budweiser 9/11 Tribute (2002)

Even after all these years, this one might bring a tear to your eye.  Months after the tragedy of 9/11, this one takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC.  

Good luck to this year’s Super Bowl, as many of us will be watching the TV ads as much as we’re watching the game.  The power of the venue as the Super Bowl out draws the final game of the other 3 sports (Baseball, Basketball and Hockey) combined.  

And I lied: I’m not quite over the Patriots loss yet.  

What’s Your Favorite Super Bowl Ad of all time?

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Advertising Is Everywhere. But there sure is an awful lot of Crap!!!

The average consumer sees about 5,000 ads per day.  You can’t really escape them.  And yet, we are all so busy, how many of those ads do we actually engage in?  10 or 20?  And how many of those do we act on each day?   3 or 5?   Advertising is truly ubiquitous, but is it all that effective?

There’s so much Crap Out there.

When I drive past billboards with tons of information, I laugh and think “what a waste of money”.  Most times you engage in Outdoor ads, you’re driving 60 miles per hour, and the reality is you have 3 to 5 seconds.

Let’s try a few out and test your ability to digest ads.

Test #1:  Read the ad below and count to 5.

How did you do?  I got stuck on the dress joke.  Did you get the brand name or what they actually do?  Do you know the brand benefit or even the message?   The only good news is you just need to turn left.  But it’s a funeral home and not exactly an impulse purchase, so do you really need directions just yet?

Test #2:  All of a sudden you are tourist, driving into a new town called Quartzside and looking for things to do.  Take 5 seconds and read the ad below.

It almost hurts the brain doesn’t it.  Maybe you want to know where the tourism office is.  Did you pick up the directions?   Yet, there’s two websites and a phone number.  And a very odd picture of a camel that we’re not even sure why it’s there.

Test #3:  The good news is that we know they sell houses.  Take 5 seconds and read the ad.  It stil hurts.  Nice layout.

What’s the name of the real estate agent and what’s his phone number?  Ummm, is he helping you to buy a house or sell your house?

One hard and fast rule:  Advertising is not what is said, but what is understood.  In this case, you’ve only got 5 seconds to communicate.  I know it’s so tempting to jam everything into the precious ad space you’ve purchased.  It’s hard to leave stuff out that I want to say.  But keep in mind that with so many messages, if nothing gets through, then you’ve just wasted all your money.  You have to prioritize your messaging:  what’s your shout from the mountain and how do you creatively project that shout in 5 seconds?

Let’s Celebrate the Great Work that’s out there.

Break Through the Clutter but Don’t add your own Clutter:  To break through in the clutter of 5,000 ads per day, the added creativity makes the media work harder and your return on effort much more efficient.   And when someone engages your brand with a smile already on their face, it is that much easier to love your brand.  Have fun with the media choice, and let the creative idea drive that media so that you can showcase what it’s like to experience your brand.

McDonald’s

This McDonald’s billboard is incredibly simple, but also talks about the impulsive nature of McDonald’s.  Once you decide you want to go, you just can’t get there fast enough.  Perfect for the McDonald’s fans.

Kit Kat Transit Bench

If you are a fan of chocolate, this bench will certainly trigger an impulse to buy a Kit Kat.  I am hungry just looking at that bench.

Hot Wheels

I love the creativity in the Hot Wheels ad below with the kid looking at the real cars on the highway below.  The kid captures the emotional appeal of Hot Wheels.

Swiss Skydive

And finally, this one takes some explaining, even though it’s a really simple idea.   The floor of this elevator is a photo from thousands of feet above the ground which makes it look and feel like you are sky diving.  Step into this elevator and as the elevator starts to go down you’ll start to feel the thrill of jumping out of a plane.  For dare-devils, they’ll love it.  

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

About Graham Robertson: I’m a marketer at heart, who loves everything about brands. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with. I’m always eager to talk with marketers about what they want to do. I have walked a mile in your shoes. My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. I’m now a marketing consultant helping brands find their love and find growth for their brands. I do executive training and coaching of executives and brand managers, helping on strategy, brand planning, advertising and profitability. I’m the President of Beloved Brands Inc. and can help you find the love for your brand. To read more about Beloved Brands Inc, visit http://beloved-brands.com/inc/  Feel free to add me on Linked In at http://www.linkedin.com/in/grahamrobertson1

REJECT OK, because OK is the enemy of Greatness

Do you remember how you felt when you first landed your first marketing role?  You likely went into marketing because you loved the strategy and the creativity that you saw the great marketers had done.  Beloved Brands like Apple, Nike, Dove, Disney and Starbucks likely  inspired you to get into this role.  Unlike other occupations, you were drawn to it, and you wanted to bring an energy level to make a difference.  It likely was hard to get that first marketing job–so many people wanted to get in.  And you were so excited on that first day when you walked into the office and found your cubicle.

Your first few months on the job had you crashing and banging into everything.  Every day, you heard “you can’t do that” or “we don’t do that here” which started to suck the life and energy out of you.  And once you stopped doing those things, you noticed that your performance reviews went so much better.  Then you got promoted and made it to a Brand Leader role.  Congratulations.  But now you have to make a choice: do you cave to corporate world and become the boring marketer that does OK work?  Or do you try to reach back to those feelings you had when you entered marketing and find the way to bring it back into the mix with the more sophisticated knowledgeable marketer that you’ve now become?

Explaining what a Marketer does to non-Marketers is odd because we don’t really do anything.  We don’t make the product, we don’t make the ads or public relations and we don’t even sell it.  Yet the Brand Leader is held responsible for sales, share and profits.  And they should be.  While we don’t do anything, we do have a say in everything that goes on about the brand and we sit in the seat that can inspire everyone around you, or it can be the one that inhibits creativity and suck the life out of everyone around you.  As you sit in the Brand Leader role, the worst thing you can ever do is say “Yes” to OK ideas.  If you’ve ever said “Yes” to an OK idea, you know that you lost a bit of who you wanted to be.

My challenge to you is to REJECT OK, because OK is the enemy of greatness.

Saying “Yes” to OK is even more demoralizing than saying “we don’t do that here”.

Brands move along a Brand Love Curve, moving from Indifferent to Like It to Love It and onto becoming a Beloved Brand.  Most brands find themselves stuck at the Like It stage–where they deliver adequate sales and share.  Marketers of Like It brands fear losing those sales, so they opt for the status quo filled with OK ideas.  The problem with status quo in today’s competitive environment is that you are likely falling back to Indifferent and you just don’t realize it.  But it should make sense, because if you’re indifferent about your work, then why wouldn’t your brand end up there.

If you don’t love the work you do, then how do you expect the consumer to love your brand?

Rejecting OK work is not easy, especially if you have a reputation for playing it safe and approving OK.   It is always tempting to look at all the work that’s been presented to you and figure out which one is the best.  So you pick the 6 out of 10, and make some recommendations that might it up to a 6.5.

Because you don’t really do any of the work, not only do you need to REJECT OK, but you have to inspire the greatness to come from others.

Execution does matter.  While we want great execution against great strategy, I’d say that great execution against an OK strategy is better off than OK execution against a great strategy.  In today’s crowded marketing world, where consumers see 6,000 ads a day, standing out is more important than it ever has been.

If you are up for the change, you should start at the beginning of the process.  Sit with your lead account person and lay out your deepest thoughts on how you want your passion for the work to come shining through.  Find the language that translates your passion accurately at the outset and then be consistent to that passion throughout.  Here’s what I have said in the past:  “I know we need an Ad that delivers the strategy, sells more product and drives share.  But I also need an Ad that I love, that I’m proud of and something I can hold up and say I DID THIS”.   I always felt “I have to love it” is the highest bar you can set.  It also gives you the out by saying “I just don’t love it”.  Tell your account person, you are building in extra time in the process just so we can see if we can really push to get to great.

But saying is one thing, doing is another.  Be consistent at every stage because people follow how you say it as much as what you say.  Write an inspiring brief that is open on creativity, and isn’t filled with support points or mandatory requirements.  Ask to meet the creative people before the first creative meeting so you can talk about your expectations that you want to create work we all love.  At the creative meeting, you need to stay open, positive and push for different because that is usually where greatness lays.  Follow your instincts first. Absorb the work in the same way your consumer might.   Reach for words that describe your instincts and how you feel about the work.  Stay open and inspiring.  Do not get into all the details or the changes you want–save those for a post meeting email.    Talk only about the work you love–don’t even talk about the ones you don’t like.  You want your positive energy to come through.

It’s one thing to inspire but it’s another thing to actually go for it.    I find it strange that Brand Leaders always push for a strategic point of difference no matter how small–but when it comes to execution many of us fear sticking our neck out and looking different.  When it comes down to making the choice, you need to show everyone how serious you are by taking a chance on greatness and not just picking the safe options.  You have to be wiling to fight for it, because you can imagine that there will be push back.  This is your opportunity to shine, your opportunity to inspire everyone on your team and your opportunity to push for true greatness for your brand.   And you’ll bring back those feelings of excitement that you had the day you decided to get into marketing.

You can only Reject OK, if you are willing to inspire greatness.

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About Graham Robertson: I’m a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge. My promise to you is that I will get your brand and your team in a better position for future growth.  To read more about Beloved Brands Inc., visit http://beloved-brands.com/inc/   or visit my Slideshare site at http://www.slideshare.net/GrahamRobertson/presentations where you can find numerous presentations on How to be a Great Brand Leader.  Feel free to add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1  or on follow me on Twitter at @GrayRobertson1 or join us on Facebook at http://www.facebook.com/BrandLeadership

Who the Heck is P&G?

For about 150 years, the name P&G was in the far background, nowhere to be seen. The only people who knew the name P&G were business people, new business school grads and retail buyers. Consumers never knew that a lot of the brands they loved and used every day–Tide, Crest, Pampers, Downy–all came from the same company. P&G definitely used the House of Brands to the best of their abilities. And yet, in the lasts two years, we are seeing a shift to a hybrid approach between the House of Brands and the Branded House. Both P&G and Unilever have begun ending each TV ad with a little sign off from the corporate brand name. Part of the rational for P&G is they believe that having the corporate brand name will help the weaker brands in the portfolio, giving consumers some added re-assurance that the brand comes from the same great company that makes so many of their favourites. The issue with that logic is won’t the very healthy brands be held back, having two brand names at the end of ads? It might be especially true for a brand like Gillette where it’s already very healthy and seen as its own company. If I was in charge of the Gillette brand, I might be asking “does this make sense?”

For the last few decades of the 20th century, P&G advertising was relying so heavily on the side-by-side demonstrations that all the ads started to all look the same whether it was Tide, Downy, Mr Clean or Crest. Extremely non-emotional.

I hope everyone understands that for a guy like me, who believes that creating love for your brand makes your brand more powerful and in turn more valuable that it would make sense that while I have always respected P&G, I just have never really loved or admired them. I was more of a fan of Unilever work, especially Dove’s “real beauty” campaign. Then all of a sudden, the light went on with the Pampers “Forever Young” TV ad. At first, I was stunned it was a P&G commercial. Hats off to whoever got it approved.

Then I started to notice more and more attempts by P&G to get emotional in their work. Even the emotionless brand leader Tide was trying to be emotional. Not yet fully successful, but an A for effort, on a very difficult brand to be emotional. It looks like P&G gets it and in a big way is starting to make a difference.

With the 2012 Olympic Games, I have to fully confess that the one brand that jumps out is P&G. I saw them announce to a room of Moms of the Olympic Athletes that they were sending them to the opening ceremonies and there were tears everywhere. And they have done one of the best TV ads, appropriately titled “Best Jobs” where it showcases how hard Moms work to get their athletes to the games. As P&G makes the move to a hybrid approach to a master brand, this is an amazing start. I love this ad.

And they are trying very hard to link each of their brands into the Olympics.

  • Gillette – “A Great Start Every Day” campaign featuring Swiss tennis player Roger Federer, British cyclist Sir Chris Hoy, Chinese Badminton player Lin Dan, Brazilian swimmer Felipe Franca, and American swimmer Ryan Lochte
  • Ariel & Tide – “Proud Keeper of Your Country’s Colours” campaign featuring Turkish runner Nevin Yanit and Mexican pentathlete Oscar Soto
  • Pampers – “Celebrating Babies’ Unique Spirit of Play” campaign featuring U.S. beach volleyball player Kerri Walsh Jennings and British marathoner Paula Radcliffe
  • Pantene – “Keep Shining” campaign featuring Argentine tennis player Gisela Dulko, Mexican diver Paola Espinosa, and American swimmer Natalie Coughlin
  • Head & Shoulders – “Wash in Confidence” featuring American swimmer Michael Phelps and French handball player Nikola Karabatic

Way to go P&G, whoever the heck P&G is.

About Graham Robertson: I’m a marketer at heart, who loves everything about brands. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with. I’m always eager to talk with marketers about what they want to do. I have walked a mile in your shoes. My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. I’m now a marketing consultant helping brands find their love and find growth for their brands. I do executive training and coaching of executives and brand managers, helping on strategy, brand planning, advertising and profitability. I’m the President of Beloved Brands Inc. and can help you find the love for your brand. To read more about Beloved Brands Inc, visit http://beloved-brands.com/inc/

Coke’s Futuristic Fountain Experience Thrills Consumers

When I was a kid, it was so much fun to go up to the pop fountain and combine every flavour: a little bit of Coke, a bit of Sprite and Orange or Root Beer and back to the coke for a bit more.  But Coca Cola Freestyle takes that to the next level by combining art, science, entertainment and design to give you up to 100 options to make the fountain drink of your choice.  These new machines, in mostly high-profile locations, not only give you a drink, but a fun and very cool interactive experience.

First you choose your drink from among 20 choices.

With the Coca Cola Freestyle, I walked up to this big huge wall where I had a touch screen choice of about 20 different drink options–Coke, Diet Coke, Sprite, Coke Zero, Minute Maid or Root Beer.  So I hit Coke Zero.  And then I had a choice of 8 different flavour version options of Coke Zero–Lime, Orange, Lemon, Cherry, Vanilla etc.  So I hit Orange.  As my drink filled up, I could smell the rich orange flavouring coming from my Coke.  I never had Orange Coke before.  It was a bit different but I loved the variety.   Who knows what I’d get next time, but it sure keeps the Coke love affair alive.

Coke is definitely one of the most Beloved brands on the planet.  At the Beloved stage, the marketing effort has to shift to separating yourself on the experience you can create for your consumer.   How many more times can Coke say “Coke Is It”?   With this Freestyle fountain, Coca Cola has been able to leverage a unique technology to allow them to surprise and delight their consumers.  “Coca-Cola Freestyle represents a complete departure from anything consumers have experienced before,” says Nicola Kettlitz, President, Coca-Cola Ltd.  “The state-of-the-art technology provides unparalleled opportunities to engage and interact with consumers while we continue to provide the high quality, great tasting beverages we are known for.”

Then you choose your flavour alteration from among 8 choices.

Forbes has even declared Coca Cola Freestyle as one of the coolest products of the decade.  The experience is fuelled by an innovative and award-winning technology.  Coca-Cola Freestyle creates brands by blending concentrated beverage ingredients with water and sweetener at the point where the beverage is dispensed.  The recipes for each brand have been tested and perfected to deliver a consistent product with every selection.  The technology that is leveraged in Coca-Cola Freestyle also provides significantly more flexibility in adding new beverages and helping consumers more efficiently manage their beverage business.  For you supply and demand geeks, these machines also are to transmit data to both Coca-Cola and the owner including the brands sold and flavours, and even the times of the day of the sales.

Coca Cola Freestyle is a unique way to bring fun and adventure to the Coke brand.

About Graham Robertson:  I’m a marketer at heart, who loves everything about brands. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with. I’m always eager to talk with marketers about what they want to do.   I have walked a mile in your shoes.  My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  I’m now a marketing consultant helping brands find their love and find growth for their brands.  I do executive training and coaching of executives and brand managers, helping on strategy, brand planning, advertising and profitability.  I’m the President of Beloved Brands Inc. and can help you find the love for your brand.  To read more about Beloved Brands Inc, visit http://beloved-brands.com/inc/

Google just wants to be Loved…but don’t we all?

Eight years ago Google talked about trying to do business without being evil.  It was refreshing and ground-breaking in a world of excess greed.  If only the Wall Street Bankers had done the same thing, maybe we wouldn’t be in this financial crisis.  Yet, people criticize Google for saying they aren’t evil because of their tough way of doing business.  Yes, Google has a near monopoly, but they have earned that position.  Yes, they are agressive in the market and wield power over the market they compete in.  I’d hate to be one of their competitors–just ask Yahoo and MSN.  But don’t mix evil up with good ole smart capitalism and a high regard for empowering their beloved brand.

Recently the Larry Page, the CEO of Google took it even further towards being a beloved brand.  In an open letter, he stated:

“We have always wanted Google to be a company that is deserving of great love.  We recognise this is an ambitious goal because most large companies are not well-loved, or even seemingly set up with that in mind.”

If you want to find the ways that Google has achieved love from their consumers, look in the list of “The Ten Things We Know to be True” that Google created very early on in their life.  Any great brand could learn from that list–and very few brands live by these rules.   In that list, Google proclamed they would “Focus on the user and all else will follow”.  I wish every brand took such a consumer centric view, instead of just a product centric view.  I always think that the consumer is the most selfish animal on the planet, and satisfying that consumer’s selfishness will turn you from just a usual sellling brand to a connected brand that consumers can not live without.  Google also said: It’s best to do one thing really, really well.  So many brands are trying to be all things to all people, that they end up diluting the meaning of their brand and the promise that leads their effort.    A brand is a promise that you must be able to keep.  Trying to do everything will ineviatably mean failure in breaking that promise.  A beloved brand knows who their consumer is, and equally who is not their consumer.  I hope Google stays true to this idea.  Arguably Google has had a few little wiggles from the search focus, and wonder where they go with Google+.   Wiggles are OK, diversions are not.   And the other thing Google said was:  Great just isn’t good enough.  Brand Leaders play it too safe too often and settle for OK.  They don’t take any chances–they focus just on the logic and mind of the consumer.  They fear trying to be emotional, because it feels uncertain.  They end up boring and liked but they never reach the loved stage.   Google on the hand states that Great is the starting point to push yourself beyond:

We see being great at something as a starting point, not an endpoint. We set ourselves goals we know we can’t reach yet, because we know that by stretching to meet them we can get further than we expected. Through innovation and iteration, we aim to take things that work well and improve upon them in unexpected ways.

Ironically, Google has produced one TV ad, and it’s one of the best in the last decade.  It’s very emotion and showcases the power that Google has in our lives.

Instead of criticizing Google for stating that they want to be loved, I’d like to see all Brand Leaders push themselves to be loved.   Everything should start and end with the Consumer in mind.  Beloved Brands intimately know their consumer and become a part of their life.  With most brands, Consumers move along a “LOVE CURVE” going from Indifferent to Like It to Love It, and then they’ll make their Beloved Brand into A Brand For Life.  The Love Consumers have for a Brand becomes a Source of Power, helping to change the dynamic the brand can have with suppliers, customers, competitors and even with the consumers themselves. There’s nothing wrong or evil with using that power to the advantage of the brand.

In fact, you need to find the way to leverage the power of being Beloved.  The “Love Curve” can be linked to the brand funnel which becomes the underlying scoreboard for the brand.  And it helps to provide strategic focused against one key area of the funnel. Used properly, the brand power can drive the P&L with four levers:  increasing price, lowering costs, increasing share, creating new markets.  An efficient brand can leverage the P&L to invest back in the brand’s connectivity and drive profit and create value for the brand.

When it comes to execution, brand leaders play it far too safe.  Too many times, they fail to do work that is good or different.   They stick to the usual and sameness–resulting in boring work that fails to stand out.  The zone you should be pushing for is Good But Different:  It might not always test well, as it is beyond the consumer’s thinking.  Consumers don’t have the imagination to always know what they want.  They know their problems, just not the solutions.  But once consumers start to see how the differences meets their needs, they’ll start to buy.  It might feel like the highest risk but it also is the highest long-term sustainability and potential to be loved.

My challenge to you is to push yourself and your brand to find love by putting all your passion into the brand work you do.  If you don’t love the work you do, how do you expect the consumer to fall in love with your brand?

BMW Films: Branded Content Light Years ahead of its Time

Twelve Years Ago…

As marketers are abuzz with Content Marketing, my challenge is to push yourselves to do great content you love, not just ok content work you like.  While BMW_logobeing part of the community and targeting unique users is the right strategy, creating bad content might do more damage than good.   It looks cheap.  When you forget to entertain, when you don’t put in the quality in execution, or where your brand is too obviously jammed into a piece of content that has nothing to do with your brand.  When you don’t astonish and delight the consumer, you fall flat.  So, don’t just do content, do content that you and your consumer will love.

In 2001, BMW launched BMW Films, light years ahead of the industry.  While everyone was still worried about producing 30s and 15s and newspaper ads, most brand leaders were still thinking whether they could afford to put 1% of their budgets into the Internet.  From a brand point of view to that point, BMW had always used traditional media like TV and Print to sell their cars.  But they saw that things were changing, especially seeing that the role of the internet on the purchase cycle.  Roughly 85% of BMW purchasers used the Internet before purchasing a BMW.  BMW knew that the average work-hard, play-hard customer was 46 years old, with a median income of about $150,000. Two-thirds were male, married, and had no children.  In general, we see that Brands move along the Love Curve, going from Indifferent to Like It and Love It before becoming that Beloved Brand for Life.  Competitively, BMW had a lot of love but it was still battling traditional rival Mercedes who had the most love of all Luxury Car Brands.  Everyone else was compared to Mercedes.  Also, brands like Lexus and Infiniti were gaining some emotional support from consumers and gaining share.   BMW needed something to show consumers what makes a BMW truly a BMW.   They needed to put their stake in the ground to push to be the Most Beloved Luxury Car brand.  They needed something that the consumer would love and in turn love the BMW brand.

Integrated Content at it’s Best

The idea of BMW Films was to cast the BMW car as a hero into the starring role of a movie, and in fact many movies.   BMW assembled a cast of A-list directors (Guy Richie, Tony Scott, Ang Lee) and A-list actors (Clive Owen Forest Whittiker, Madonna, Mickey Rourke), and developed scripts within the basic framework of having a central character that helped people through difficult circumstances using deft driving skills—in a BMW. The car became the star. Each director who chose a script was then given complete creative control over content and direction, something they would be hard-pressed to find in Hollywood, and something that BMW ordinarily wouldn’t allow if filming a traditional advertisement.

BMW used traditional media with mock movie trailers on TV and on-line advertising to surround their consumer and drive traffic to the website.  The end results were staggering: the series had been viewed over 100 million times in four years and had changed the way products were advertised.   BMW has had a great decade of sales, recently surpassing both Lexus and Mercedes as the #1 luxury brand.

BMW Films was out there.   It took risks, and was an incredible production.   To me, it’s still the benchmark for Content Marketing.  To me, it’s like Bob Beamon surpassing the long jump record by 2 1/2 feet when everyone else was measuring in inches.  It’s like Babe Ruth hitting 60 home runs when the next guy had 17.  The love for a brand normally comes when we love the work we do on that brand.  The love permeates through our work and onto the consumer.  However, if we don’t love the work, how do we expect our consumers to magically love the output of our work and then love our brand?  Not likely.  My challenge to you:  push yourself to love it, don’t just kinda like it.  Don’t settle.

Since BMW Films, I have seen some great viral work like T-Mobile, incredible integrations which make me stare and say “wow, I wish I did that”.  But in the past 10 years I’m yet to say “Now that’s better than BMW Films”.  

Hey Marketing Community!  My challenge to you:  Beat This!!!

 

 

To read more about how the love for a brand creates more power and profits:

Other Stories You Might Like
  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Turning Brand Love into Power and Profits:  The positioning statement sets up the promise that kick starts the connection between the brand and consumer.  There are four other factors that connect:  brand strategy, communication, innovation and experience.   The connectivity is a source of power that can be leveraged into deeper profitability.  To read more click on the hyper link:  Love = Power = Profits

 

Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

 

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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

Love Affair with Chocolate Bars

It is easy to connect chocolate with Love.  Chocolate contains phenylethylamine, the same chemical that is released in the brain when we fall in love. Eating chocolate can give some people a natural “high” which is often related to the feeling of being in love.  It’s a similar addiction that coffee uses to create your morning brand rituals.  

Some of the world’s chocolate bar brands are the Most Beloved and Powerful Brands in the world.  Consumers are passionate about their choices, mainly because Chocolate bars usually serve an extremely personal purpose.   It could be a pick-me-up in the afternoon, a celebration for when something good happens or a recovery when something bad happens.  It’s our own personal escape–a guilty pleasure.  Chocolate Bars also helps us connect us back with our youth and give us those childhood feelings of joy.

The premise of the Brand Love Curve Love Curve Detailedis that consumers usually start off at the Indifferent stage, move to Like It then Love It and then consumers will make it their Brand for Life.  But do you remember when you tried a Snickers or Reese Peanut Butter Cups for the first time?   You likely just kept picking one out from the check-out counter until one became a favorite brand.  There’s no logic in your chocolate bar choice–strictly an emotional decision or as Hotspex says an E-rational decision.  You likely fell in love with your brand before you could even think. Hearing “NO” from your parents made you want it even more.   I know my weakness was that Orange Aero bar….or was it the Big Turk…..or the Caramilk bar.  There aren’t really any bad options in my mind.

An odd fact about chocolate bars is that consumers have been making the same choices for about 50 years now.   The top 10 chocolate bars today in your market are the same top 10 chocolate bars in the 1950s, just the order is different.   If you look at the top brands (see below) you’ll see that almost all of them were launched in the 1920s and 1930s.   The only “new” chocolate bar to breakthrough is Twix, which was launched 45 years ago, and still yet to really crack the big time.  

There have been many attempts to crack the top 10 but all massive failures.  The factors inhibiting new brands from succeeding:

  1. Distribution is so tightly controlled by the powerful companies like Nestle, Hershey and Cadbury that  it’s almost impossible to break through and displace the older brands
  2. The amount of advertising dollars spent on key brands is prohibitive of other brands being able to afford it.
  3. You make your first brand choices at such a young age that you choose one of the big brands near the check out stand.

There have been many great ads over the year.  The most consistent brand has to be Kit Kat, which started using the tag line of “Have a Break…have a Kit Kat” back in 1957.  Now, that’s a big idea!   It’s been used ever since across all geographies–here’s one from the UK. 

 

The last few Super Bowls have produced two of the Best Chocolate Bar ads.  The Betty White Snickers bar was a huge hit, not only during the Super Bowl, but such viral support it spun her into the Saturday Night Live host later that spring.

This year, the M&M’s Naked Guy, not really a big idea but a cute execution.

Maintaining Beloved Brand Status
  1. Keep the brand’s promise front and center on who you are.  You need to be either better, different or cheaper.   Challenge yourself to stay relevant, simple and compelling.
  2. Keep challenging the status quo to maintain an experience that over-delivers the promise.  Create a culture that attacks the brand’s weaknesses and fixes them before the competition can attack.  With a Beloved Brand, the culture and brand become one.
  3. Make focused strategic choices that starts with being honest with yourself.  Find a way to listen to your consumers and stay ahead of the trends.  Watch for dramatic shifts because they can really open a door for a competitor.  It’s easier said than done, but don’t be afraid to attack yourself even if it means cannibalizing your current business.  A good defense starts with a good offense.
  4. The most beloved brands have a freshness of innovation, staying one-step ahead of the consumers.  The idea of the brand helps acting as an internal beacon to help frame the R&D.  Every new product has to back that idea. .
  5. Keep the brand story clear and simple through great advertising in paid media, but also through earned media either in the mainstream press or through social media.

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

 

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.  gr bbi picOur 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.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

 

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 how we can help train your team to be better brand leaders.



Linsanity becomes an overnight Beloved Brand

Jeremy Lin has become an overnight sensation.  Here’s a guy who didn’t get any scholarships, went undrafted and has been cut by two NBA teams already.  His rookie NBA season, he averaged 2.6 points per game and barely got any playing time.  Just two months ago, he was cut by Golden State, one of the worst teams in the league.    He went to Harvard of all places and even in the Ivy League, he only averaged 12 points a game.    This guy has literally come from out of no where.   Even he knows that.  He was sleeping on his brothers couch just a month ago.  On top of all this, Jeremy Lin is the first American born Chinese player to break through in the NBA, which strengthens his fan based around the world.  In just seventeen days, he’s gone from a nobody to an instant global sensation, who might one day command a brand value of over $100 Million.

As I’ve laid out the Brand Love Curve, people ask me “Can a brand go straight to LOVE IT?”   My answer is “NO”, but some brands can go along the curve at warped-speed.   A few examples: the first time I had a White Chocolate Magnum Bar in the 1990s, I made it all the way to the Love It stage on the second bite.  When Kevin Spacey as “Keyser Söze” started limping away at the end of The Usual Suspects, I instantly knew it would be my one of my brands for life.  Lin has gone to Beloved Status that fast.

Jeremy Lin’s first big game was only 17 nights ago and yet he’s all over the news.   Eighteen days ago, no one really knew him.   In fact his own facebook status in early January was “Everytime i try to get into Madison Square Garden, the security guards ask me if im a trainer LOL”.   His story has grown in legendary fashion, winning 7 games in a row, hitting last second shots, beating Kobe Bryant.   All this is the basketball side.

As a brand, Jeremy Lin has gone along the Brand Love Curve at warp-speed, potentially even faster than Justin Bieber.   But for Lin, it’s been the Perfect Storm of Events.

  1. He’s just an Average Joe: He went undrafted, cut by two teams, no job, sleeping on his brothers couch. Great Story. It all adds up–he’s one of us.  We love those stories, where the guy just shows up to try out and makes the team.  Before the Lakers game, Kobe was laughing about the prospect of guarding him.   After he scored 38 points, Kobe was marvelling at his ability.  They make movies wtih scripts like that.
  2. He’s another Tebow:  He thanks Jesus when he win.   He’s nice and humble.  He’s also a highly flawed player who like Tebow, wins in the end.  And like Tebow, he wins in dramatic fashion.  We just rode the Tebow Story–and we’re clearly not done with it.   Most of us want more Tebow.   We want heroes and we want them to be good guys.    http://beloved-brands.com/2012/01/15/527/ 
  3. New York is the Centre of the Universe:  If this was Oklahoma or Portland, it might not be so crazy, but it’s New York, the home to the most powerful media and advertising in the world.   He’s already made the cover of Time Magazine and now back-to-back covers on Sports Illustrated.  Ratings for Knick games are through the roof–the highest since Michael Jordan.  His #17 jersey is selling like crazy.  Social Media has gone crazy behind Lin.  Did the New York Media help add fuel to the fire?  Likely.
  4. It’s a Global Story:  Lin, while born in America is the first American born Chinese player in the NBA.   His games are being watched Live in China.   And he’s an instant national hero in a country of One Billion people.  And as we know, the economy in China is strong–giving them the real purchasing power to get behind Lin.

As with any Beloved Brand, the more loved the brand the more valuable that brand will be.    A month ago Lin was making league minimum.  Now, he could be worth somewhere between $15 Million and $150 Million, depending on how long this status can last for him.   A few numbers that help tell the story.

  • Since Feb. 4th MSG’s stock price has increased 6%, adding $139 million to the company’s market value. During the same period the S&P 500 has gone up less than 1%.  With increased TV ratings, higher ticket prices and the #1 selling jersey, with continued success, the Knicks have to re-sign him.  That means, Lin’s next contract could see a salary of $10 Million per year.
  • Yoa Ming, the only other notable Chinese player in the NBA, made up $80 million in endorsement deals in China.  China has gotten behind Lin in a dramatic fashion.  With a soaring economy and One Billion consumers, that could be a huge payday for Lin.   Especially for American brands wanting to break through in China.   With all this hype and Chinese pride, Lin could generate $80-100 Million in China.
  • There are already rumours going on that he has signed on with Nike, that he will be the new face of NBA’13 and his agent is quoted as saying that he has already turned down Millions.  Even in America, Lin could easily turn this into another $25 Million in US Endorsements.  

If things go right, and assuming Lin continues to play reasonably well, add it all up and Jeremy Lin could easily turn his Beloved Brand Status into $100-150 Million per year.

About Graham Robertson:  I’m a marketer at heart, who loves everything about brands. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with. I’m always eager to talk with marketers about what they want to do.   My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  I’ve done executive training of marketing executives and managers as well as taught marketing at Major Universities including York University, Queen’s University and Cornell University.  If you have interest for your team, email me and we can customize a program to your needs.  For Powerpoint versions of Beloved Brands as well as other team learning presentations, visit Beloved Brands Learning Sessions