New holiday ad from Apple will bring a sweet tear to your eye

applelogoThere have been some great Christmas ads over the years and this latest from Apple is a very nice spot.  I love this ad.  Not just for the emotion it conveys but for the use of the brand as the hero in the ad.  The iPhone does create a little bit of magic.  Last year, I created my own photo book using the Apple’s on-line service.  It turned all the photos I take into a beautiful album.  If you are looking for a Christmas gift for a loved one, I would recommend you give it a shot.  It’s very easy. If I can do it, so can you .  Here’s the link:  Printing a Photo Book

In this 90 second TV ad, it shows a typical teenager hanging onto this iPhone constantly, and then from there, the magic happens.  

Enjoy.

If you like this story…

Last month I posted a Google Ad that makes everyone cry. It’s from India and does such a good job incorporating Google as an enabler.  Click here: New Google Ad Will Make You Cry

John Lewis to me is the King of all Christmas Ads.  Here’s story I did last month on the 2013 ad, but showing all the Christmas Ads that they’ve done.  My favourite of the ads is the 2011 version.  Click here:  New John Lewis Christmas Ad

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

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. 

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.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our 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 to help train you on Advertising that will help you to be a better brand leader.
Advertisements

The love and tradition behind the Starbucks Red Cups

1612549662_2783273921001_732x412-CANdrinks-HP--5-

If you have been into a Starbucks the last few weeks, you’ll certainly feel the magic of the holiday season.   Every Starbucks feels well-decorated but never over stated.   You can smell peppermint and ginger as soon as you walk in.  If you want to add some flavor to your regular Latte, you can go for a Caramel Brûlé, Eggnog or Peppermint.  And if you want to try one of the Christmas deserts, there’s Gingerbread loafs, Frosted Snowman cookies or the Cranberry Bliss Bar.  Better yet, have you had one of those incredible Peppermint Brownie Cake Pops?  

And of course, there is the Starbucks Red Cup.

As the red cups arrived at Starbucks as early as November 1st, you could see the Facebook posts and my 15 year-old daughter was “SO EXCITED” count down(her words)  But it is such a great understated brand cue for Starbucks to link into the holiday season.  They are in year 10 of the cups, and it’s become something we now connect with the modern day world of Christmas.  

When you look on-line, you’ll see how big these little red cups are.  There is a website dedicated to the countdown.  And of course there are tons of tweets about the Red Cups, every time a consumer has one for the first time, signalling their excitement to all their network. That’s tons of free media.  

Starbucks is a Beloved Brand

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.love-curve-detailed

When you reach the Beloved stage like Starbucks, it becomes all about the experience and the magical moments you can create.  While you can continue to attack yourself before others can attack you, it’s also about maintaining the love by creating a bit of magic to surprise and delight your most loyal consumers.  For a brand that taps into routine, having a regular set of drinks and desserts around Christmas gives the consumers some festive favorites to liven up the routine a little bit.  Being a life ritual each and every day gets even bigger when you become a tradition each Christmas.

Slide1

From a pure business point of view, Christmas starts November 1st all the way to December 31st, which means that one-sixth of the year, you are in red cups.  After 10 years of red cups, Starbucks fully understands how the simple gesture connects with consumers and how it links Starbucks to one of those holiday traditions.  

“When the cups turns red at Starbucks, that’s one of the first cues that the holidays are upon us. The emotional connection that our store partners (employees) have when they open that first box of the red cups and start using them that first day, and the emotional connection they see from their customers, that’s what we strive for. They see that surprise and excitement: ‘Oh, the red cups are at Starbucks!”

– Terry Davenport, Senior Vice President, Global Brand

On top of that Starbucks now has captured the entire calendar with specials around Valentines, St Patty’s day, Easter, Summer Drinks and Halloween (personally, I love the pumpkin stuff).

To stay in the holiday spirit, you can read up on how John Lewis has been using Christmas ads for the past 5 years to really connect with the consumer.  Click on this to get to the article:   John Lewis Christmas ads

Hope you are ready for the Holidays and that your brand results have been strong this year

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. 

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.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our 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 to help train you on positioning that will help you to be a better brand leader

New John Lewis Christmas Ad (2013), from the company that does the Best Christmas ads

John Lewis, Christmas 2013

They use beautiful music, a movie-like storyline that demonstrates the beauty of gift giving, stretched out over 90 seconds.    No words are needed to tell the story.  They are not loaded with so much branding that they would turn you off before inviting you in.  The John Lewis ads take you on a journey with a slight twist at the end as they tug at the heart and bring a reminder of what the season is all about:  the gift of Giving. 

Here is the one for 2013, that is a whopping 2 minutes and 10 seconds that was launched on-line before TV.  It’s already enjoyed tons of free media in the UK.  Here it is:

This year’s ad has 3 million YouTube hits already after the first two days (still early Nov) and you can likely expect it to reach 25 million by Christmas.  John Lewis has taken the ad on-line selling the book “The Bear and the Hare” or get a chance to design a Christmas card that can be shared with friends.

johnlewis xmas card

The John Lewis Christmas Series

John Lewis has been doing these Christmas ads for years now.  People, including myself, are now starting to look for them.  I know when you run a long running campaign, it takes a lot of creativity to keep it going.  It has a nice song and a twist at the end.  My only complaint is that they are moving away from what first gave me goose bumps. 

For me best one was 2011, about the boy who couldn’t wait for Christmas

This is also a great one from 2010

And you can see the one from 2009.

Last year’s 2012 John Lewis Christmas ad was a bit different.  A bit too dark for me, a bit disconnected from the John Lewis brand or the campaign.  While a nice story, I think it’s a miss.  

Have your Say

My fav is 2011, but all are great and well loved.  Now is your chance to vote for which of the John Lewis ads is your favorite.  

 

I can’t wait for next year’s ad
If you like this story…

A new Ad from Apple will likely bring a tear to your eye.  In this spot, a teen appears to be constantly hanging onto to his iPhone and from there, the magic happens.  New Apple Holiday Ad will bring a tear to your eye

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

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. 

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.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our 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 to help train you on Advertising that will help you to be a better brand leader.

Some of the Best Christmas Ads I’ve Seen

cropped-new-logo  v2Christmas is a great time to drive home the connection between consumers and the brand.  But not everyone can pull it off.  You likely need to have an established love for your brand already or it would come across as lacking authenticity.  Brands here like Coke, Kellogg’s, Budweiser, Tim Horton’s, Canadian Tire and even Target have strong emotional connectivity that they can use at this time of year.   But the boss of Christmas season has to be John Lewis who every year comes out with something huge.  Some get too wrapped up in making sure they sell product at the same time.  That’s a complete turn-off.

John Lewis

The best Christmas ads I’ve ever seen are from John Lewis, the department store in the UK.  They use beautiful music, a movie-like storyline that demonstrates the beauty of gift giving, stretched out over 90 seconds.    No words are needed to tell the story.  They are not loaded with so much branding that they would turn you off before inviting you in.  They tug at the heart and bring a reminder of what the season is all about:  the gift of Giving. 

I think this is the best one in the John Lewis (2011) series so far, with a nice twist at the end.

This is also a great one from 2010

 

And finally, you can see the one from 2009, which really shows that over the 3 years, they’ve been able to create this ownable idea for themselves.

 

But then, this year’s John Lewis Christmas ad is a bit different.  As people have started to watch for the next great John Lewis Christmas ad (myself included), I guess they have to push the creativity, but this isn’t quite what I was hoping for.  A bit too dark for me, a bit disconnected from the John Lewis brand or the series of ads over the past 5 years.  While a nice story, I think it’s a miss.  But the next one is only 11 months away.

 

I may be wrong, so if you love the new John Lewis ad, tell me you love it.

Coke

Coca Cola, the brand who came up with the look of how we see Santa Claus, makes a special ad every Christmas, to recreate the magic of Christmas.  Here’s a few great ones over the years:

From Argentina, here’s a brilliant take on spreading the joy of the season.  It’s a powerful message from a brand that has always owned Christmas.  

 

A very wholesome TV ad by Coke where life takes place in a snow globe.

 

And here’s a cute one…

Budweiser

The Budweiser Clydesdales were first introduced to the public in 1933, to celebrate the repeal of Prohibition.   August A. Busch Jr. presented the hitch as a gift to his father.   And that hitch proceeded to carry the first case of post-Prohibition beer.  Every Christmas you’ll see a team of Clydesdales pulling a case, a great icon of the American beer brand.

 

Not technically a Christmas ad because it air during the Super Bowl, but Clydesdales always make you think of Christmas.  This ad was aired just a few months and will give you goose bumps even a decade later.

Canadian Tire

This is your classic sentimental Christmas ad, talking about family.  It’s done very well by retailer Canadian Tire.   They told a nice story, about the modern family.

Tim Horton’s

This ad will make you cry just a little bit.  A nice touch of reality about being a parent from the old school to the new school.

Kellogg’s

A pretty darn whole ad, but pretty darn cute.  We do need a bit of wholesome serotonin at this time of year.

Target

The Target lady makes me laugh every time.  While everyone else is using kids in a tear-jerking sentimental way, Target uses humor and makes the art of getting the deal the idea.   Perfect fit for their value based positioning.  This Target Lady in red is adorable, representing the cheesiest of shoppers in all of us.

 

 

 

What’s the best Christmas ad you’ve seen?

 

Slide1

 

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

 

To see a training presentation on getting better Advertising: 

 

If you or team has any interest in a training program, please contact me at graham.robertson@beloved-brands.com

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 Linked In at http://www.linkedin.com/in/grahamrobertson1  or on follow me on Twitter at @GrayRobertson1

I run Brand Leader Training programs on this very subject as well as a variety of others that are all designed to make better Brand Leaders.  Click on any of the topics below:

5 Ads that will Give you Goose Bumps

Here are five ads that I love and do a good job going into the emotional space, whether it’s a mass retailer, a utility or a shoe company.  They do a nice job trying to connect the consumer tightly to the brand.  While the ads do that, does the brand do what it takes to back it up when you experience that brand?

Nike’s “If You Let Me Play”

Similar in tone to “Find Your Greatness” from 2012 Olympics, Nike released this inspiration A back in 1995 about the benefits of having girls play sports.  What does this ad say to you?  To read about Nike’s “Find your Greatness” follow this link:  Nike’s Find Your Greatness

Ram “Farmer’s”

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

 Canadian Tire “Bike Ad”

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

Bell “Dieppe”

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

John Lewis “Christmas 2011”

Every Christmas, British retailer John Lewis has been releasing campaigns around Christmas.  To me, this one is the best, especially the ending.   While it’s August and we aren’t thinking about Christmas, I’ve been waiting to see the new John Lewis Ad the entire year.   I can hardly wait!!!  John Lewis is an employee-owned retailer, with a very unique culture that delivers on the brand.  To read more on John Lewis, follow this link:  John Lewis story

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

To see a training presentation on getting better Advertising: 


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

A Beloved Christmas Ad that Will Bring a Tear to Your Eye….and a lift in your bonus.

At this time of year, we see so many Christmas ads on TV.   In fact, we are bombarded.   Like my local radio station that plays non-stop Christmas music, I’ve come to realize there are only 3-4 great Christmas songs and lots and lots of crap all day long.   It’s the same thing with Christmas ads.  Lots of call to action “start your shopping” crap on TV.

The best Christmas ads I’ve ever seen are from John Lewis, the department store in the UK.  They use beautiful music, a movie-like storyline that demonstrates the beauty of gift giving, stretched out over 90 seconds.    No words are needed to tell the story.  They are not loaded with so much branding that they would turn you off before inviting you in.  They tug at the heart and bring a reminder of what the season is all about:  the gift of Giving. 

Every marketer asks their ad agency “I want a big idea”, but no one really has the patience to build one.   It can take years of continually layering on the creative idea for consumers to know that it’s you.   John Lewis has been doing this same type of ads for years, helping to move the brand from indifferent to liked and to loved.

With deeply emotional ads, John Lewis is able to move the consumers from the Liked to Loved stage. Result is 10% growth in a tough economy.

Consistency in ad technique is a great device for driving brand link.   With each year of the campaign, consumers are now starting to look forward to the latest John Lewis ad.  They don’t need to load the screen with excessive branding, because they now own the idea.

For all those concerned that advertising has to drive hard against short term sales, these softer more emotional ads connect deeply, and live the idea that “if you build it, they will come”.   In fact, John Lewis sales for 2011 are up 10%, and have doubled in the past 10 years.   Contrast that to the dismal sales at other stores in the UK and around the world.  Here’s the last two years of John Lewis Ads, 2010 and 2009, and you’ll see the consistency of the idea building over time.

It’s not just about advertising with John Lewis, it’s about employee commitment.  One very interesting aspect of John Lewis is the culture of the company, which is 100% employee owned.  Every employee is a partner and can influence the business through branch forums, which discuss local issues at every store.   All employees are on a bonus plan, with cheques at the end of the year tied to results.  Happy employees work harder to drive the brand.

This is what employees look like when they make their bonus in the midst of the Great Recession of 2009.

The partnership also has numerous social activities for partners including large country estates, golf clubs, sailing clubs and two hotels that offer holiday accommodations.  They have great pension plans, insurance coverage and generous holidays.   Upon completing 25 years of service, employees are given 6 months off with pay

Happy holidays to all and here’s to a prosperous 2012 for all brands daring to strive for Beloved Status.