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

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.

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