Tuesday, February 13, 2018

Top 10 Branding Quotes

When someone asks a marketing professional to explain branding, brand management, or brand-building, are there easy answers? In lieu of directing someone to Google or Wikipedia, or even the online dictionary of marketing terms presented by the American Marketing Association, there are some excellent quotes by famous people that succinctly explain branding’s importance when creating products or services for either the B2C, B2B, or nonprofit sectors. 

Do you have a favorite branding quote that you’ve taped to your wall? Here are MY top ten branding quotes.

[1] A brand is a living entity – and is enriched or undermined cumulatively over time – the product of a thousand small gestures.
-Michael Eisner, former CEO of the Walt Disney Company

[2] Products are made in the factory, but brands are created in the mind.
-Walter Landor, Founder of Landor Associates

[3] Your brand is what other people say about you when you're not in the room.
-Jeff Bezos, Founder of Amazon.com

[4] A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
-Seth Godin, author and entrepreneur

[5] Within every brand is a product, but not every product is a brand.
-David Ogilvy, Founder of Ogilvy & Mather

[6] It's not the customer's job to know what they want. In order for a brand to be truly successful, it has to know how to anticipate need. Think different.
-Steve Jobs, Founder of Apple

[7] A great brand is a story that's never completely told.
-Scott Bedbury, CEO of Brandstream

[8] Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception.
-Ashley Friedlein, Founder of Econsultancy

[9] If people believe they share values with a company, they will stay loyal to the brand.
-Howard Schultz, Founder of Starbucks

[10] The art of marketing is the art of brand building. If you are not a brand, you are a commodity.

-Philip Kotler, Marketing professor and author

What’s your fave? Please chime in and share.

Monday, February 5, 2018

Hashtags Were More Memorable Than SuperBowl52 Ads

Image Credit: NFL
Super Bowl 52 ended like a super game should end: everything coming down to a single play to decide the winner. But if you live and breathe marketing and branding, the game is just a minor blip on your radar. Your focus is the ads that take place in between the football action. With a staggering cost of “north of $5 million for 30 incredibly short seconds,” is it possible for a brand to tell its story effectively and memorably? Were there any ads that rivaled Apple’s 1984 ad? Were there any Tweets that rivaled Oreo’s Tweet during the 2013 power outage? Bottom line, can YOU recall any of the ads?

While noted in my post last year, this quote from Landor Associates is worth repeating:

"Here are three tips to help you, your dad, or even your football-crazed grandma decide which brands scored a touchdown with their commercials: Is the ad on-brand? Will you remember the brand tomorrow? And, does the ad speak to the times?”
During the game, Jim Joseph hosted his annual #SuperBowlExp party on Twitter (minus chips and guacamole). Although it's always fun to see what fellow branding and marketing folks say about the ads in real time, there are a couple of challenges. First, some ads run in regional or local markets, so there were some instances that Tweets referenced ads I didn’t see. Second, there are so many hashtags that draw attention to the ads that it’s sometimes a challenge to keep up – for instance, #BrandBowl, #BrandBowl52 (led by @TwitterMktg on Twitter for the first time), #SuperBowlAds, etc.

This year, many brands and brand icons were noticeably absent. There were no Oreos, Coca-Cola polar bears, or the group of Clydesdales with their pal, the adorable Dalmatian. While many automobile brands were present, Audi and Volkswagen were noticeably absent. These brands and icons have become part of the Super Bowl advertising tradition, so viewers were left to wonder why they were absent.

Without further ado, here were my five favorite ads:

TOYOTA – “Start Your Impossible Dream” – This ad told the inspiring story of Lauren Woolstencroft, an eight-time Paralympic gold medalist born without legs below the knee and no left arm below the elbow. Woolstencroft, an alpine skier from Canada, said, “I hope that my story encourages and inspires others around the world to pursue their passions, and reach for their own personal best.” Toyota is the presenting sponsor of March’s Paralympics on NBC.

TOYOTA – “One Team” – A rabbi, a priest, an imam, and a Buddhist monk get into a Toyota truck on the way to a football game. Two nuns criticized the group for its late arrival. This was the best ad by far.

HYUNDAI – “Hope Detector” – Hyundai donates money for every car sold toward childhood cancer research — $130 million since the program started 20 years ago. Most Hyundai owners had no idea that their purchases contributed to this cause – now they will.

TIDE – Several funny ads using the hashtag #TideAd highlighted the brand’s capability to clean. The best part of the campaign may not have been part of the campaign at all. During the end of the second quarter, there was 20-30 seconds of darkness in lieu of an ad. There must have been a technical glitch somewhere at NBC, so everyone in the Twitterverse wondered if their cable went out, if the game ended early, or if aliens landed. Turns out, Tide remembered the buzz created by Oreo’s Tweet back in 2013 when the power actually went out during the Super Bowl. Tide creatively added the blackout to its advertising campaign.

Image Credit: Twitter

AUSTRALIA – This ad promoted the country of Australia and featured the original Crocodile Dundee and a new version. Viewers were entertained by the surprise appearance of the original.

Oddly, this year, hashtags stood out rather than the ads. I recall these hashtags from ads: #TideAd, #HopeComesStandard from Hyundai, and #OneTeam from Toyota. Budweiser brought viewers into the stables to show a party featuring the Clydesdales with its #ClydesdalesCam. And when the screen went black, everyone on Twitter was talking about the #blackout. As a result of this phenomenon, it’s hard to remember a year when we weren’t talking with hashtags.

And lastly, Jacques de Cock, a faculty member at the London School of Marketing, said the game will have been watched in half of US households. 

"The Super Bowl is a phenomenon unsurpassed in the world. It is one of the few national social events, which is also why social media traffic during the game is so high...What is also remarkable is that advertising is not viewed as something to skip, but is seen by 77 percent of viewers as part of the entertainment and therefore more watched and engaged with than any other television advertising during the year."
So, are you counting the days to Super Bowl 53? Will that mean a trip to Atlanta or will you simply tune in to watch and critique the ads either on TV or on your mobile device?

Tuesday, January 30, 2018

An Amazing Amazon Experience – But It Didn’t Start That Way

We’ve all heard the stories about Amazon. The service is exceptional. The employees love their jobs. The company sells everything except the Moon. But can any company really be everything positive? Well, I have a story that just might convince you that the answer to that question is yes.

Like many brand-loyal consumers, I often place orders from online retailers. Sometimes, I shop from a specific retailer, and other times, I buy from Amazon. When it comes to books, though, I always go directly to Amazon.com. 

Last December, I placed an order for four books from Amazon. The four books included a non-fiction book for one family member, one fiction book for another family member, and two fiction books for another family member. The genres were different, so it was possible that Amazon might have needed more than one shipment to complete my order.

Two weeks passed, and two of the fiction books arrived. Since the new year had just started, I forgot about the remaining two books. Two more weeks passed. There were no more packages from Amazon – and even stranger, no emails nor communications of any kind indicating that anything was amiss.

Six weeks after my order, I checked the order status on Amazon’s website and learned that “Your package may be lost.” This language was noted for both of the missing books. I wondered, why hadn’t Amazon contacted me? But odder still, if Amazon suspected that my package containing two books was lost, why hadn’t a replacement package been sent?

I wrote to Amazon indicating that my two books had never arrived and, upon checking my order status, saw Amazon’s note that “Your package may be lost.” I asked for assistance. Less than six hours later, I received the following message:

I am so sorry to hear that you didn’t receive your two books. This usually doesn’t happen. To make things right, I’ve created a replacement for the missing items at no additional charge with the fastest shipping method possible (one-day shipping with no extra cost). Here is your tracking number (included). However, if in case you want a full refund instead, let us know. To make up for the inconvenience, I’ve issued a $5 promotional certificate to your Amazon.com account, which will automatically apply the next time you order an item sold and shipped by Amazon.com. It is our privilege to have you as our valued customer and would like to thank you for your continued support. We look forward to a very warm and fruitful association with you. Have a nice day.

Let’s recap: Amazon’s employees acknowledged that two books had apparently been lost in shipment. They ordered replacement books on my behalf. They did not charge me for the replacement books. They coordinated quick shipment – and the books arrived within 24 hours of my initial email. And, they provided a $5 gift certificate for a future purchase.

Amazon employees did not have to check high up the food chain for approval to handle my situation. They did not send numerous emails asking for proof that my books had not arrived. They did not waffle on how to resolve the situation. I am a repeat customer and only wanted the books that I had ordered.

Talk about an amazing customer experience! Amazon, I will buy from you any day!

Image Credit: Stuart Miles at FreeDigitalPhotos.net

Friday, January 19, 2018

A Not-So-Sweet Brand Story

Did you hear the food industry news this past week? Nestle, the world’s largest food company according to Forbes, sold its U.S. confectionery business to Italian chocolatier Ferrero. You may be familiar with Nestle’s iconic American sweets including Nestle Crunch, Butterfinger, Baby Ruth, Raisinets, Nips, Skinny Cow, and Laffy Taffy.

Nestle’s mission is “Enhancing quality of life and contributing to a healthier future.” With U.S. confectionery sales just 3% of the overall company’s sales during 2016, CEO Mark Schneider explained, “This move allows Nestle to invest and innovate across a range of categories where we see strong future growth and hold leadership positions, such as pet care, bottled water, coffee, frozen meals, and infant nutrition.” Nestle’s brands in these categories include Purina, Coffee-Mate, Gerber, and Stouffer’s.

New owner Ferrero, headquartered in Luxembourg, is best known for Ferrero Rocher chocolates as well as Nutella and TicTacs. This acquisition will make Ferrero the third-largest chocolate confectionery in the world, according to London-based market research company Euromonitor International. And now, Ferrero will become a well-known brand in the United States.

What do you think? Has Nestle diluted its brand equity as a result of this sale? Do you associate Nestle with sweet brands and confections? The company began in 1866 as a milk and infant cereal company, and in 1875, began making milk chocolate. Whether you agree or disagree with the sale, it will be hard to see Nestle products under the umbrella of another brand.

Image Credit: Nestle.

Monday, January 8, 2018

Ten Useful Brand Marketing Hashtags

Thanks to social media, hashtags have become an excellent marketing tool when reaching out to customers and potential customers. Whenever a hashtag or number sign (#) is inserted in front of a word or phrase, it brings attention to the word or phrase and facilitates online searches. Hashtags have become useful throughout social media but are most widely used on Twitter, Instagram, Facebook, Pinterest, and Google Plus.

According to Wikipedia, a hashtag "makes it possible for (people) to easily find a specific theme or content...If promoted by enough individuals, a hashtag can 'trend' and attract more individual users...Because of its widespread use, ‘hashtag’ was added to the Oxford English Dictionary in June 2014."

While there are countless marketing hashtags, here are ten focused on branding and brand-building:

[1] #BrandExperience
When talking about the impact a brand makes on its customers, fans, or stakeholders, the term is brand experience. A positive brand experience can create a customer for life, and by contrast, a negative brand experience can be a brand’s worst nightmare due to the power of word-of-mouth marketing. All brands should focus on their brand experience, and always walk a mile in their customers’ shoes. Use this hashtag to showcase your overall brand experience and to attract more fans, followers, and customers.

[2] #BrandStorytelling
What story does your brand tell? Consider Apple, Tiffany & Co., and Amazon. What are their stories? Their mission statements easily tell their stories. Use this hashtag to tell stories that will engage your followers and fans.

[3] #BrandPositioning
Is your brand an industry leader or a follower? How do you position your brand in the marketplace? Consider Avis and its tagline: “We're #2 – We Try Harder.” Avis may not be the biggest car rental agency, but its tagline sticks out. Consider the Energizer Bunny – who doesn’t think of the pink bunny when a wireless mouse or keyboard needs new batteries? And while the golden arches of McDonald’s appear on almost every corner around the world, Burger King’s emphasis on bigger and cheaper hamburgers have developed a large following. There are advantages to being #2. One advantage to being #2 is the ability to create unique product specifications and/or packaging since no one expects you to be different. Other advantages include the ability to tweak pricing, the ability to align or partner with totally unconventional companies or brands, and the ability to change packaging or advertising just to see how consumers react. Use this hashtag to explain your brand positioning and how you excel – wherever you fit into your industry.

[4] #BrandStrategy
According to Bernadette Jiwa (@bernadettejiwa), “We think our job is to change how people feel about our product or service. But, in fact, our job is to change how people feel about themselves when they use that product or service.” Use this hashtag to highlight some aspect of your brand marketing strategy.

[5] #BrandPromise
What is your brand’s competitive advantage? Do your employees know, and can all of them clearly articulate your brand promise? From the CEO on down, commit to delivering your brand promise to customers. Use this hashtag to highlight your brand promise and show how you deliver.

[6] #BrandConsistency
How do you present your brand to your target audiences? If you have a tagline, specific colors in your logo, or words that represent your brand, all must be included on a consistent basis whenever talking about your brand. If you’re inconsistent, not only will you confuse your audiences, but you may lose customers. Use this hashtag to demonstrate ways that your brand is consistent.

[7] #BrandVoice

How does your brand speak to all of your audiences? Do you use industry-specific jargon? Are you formal or informal? Are you consistent with your brand voice throughout all social platforms? Consider these questions as you build and maintain your digital brand. Use this hashtag when something you post/say is in line with all your other brand assets.

[8] #BrandRelevance
How relevant is your brand? While it may be top of mindshare to your employees and key stakeholders, it may not be well-known outside of your circle of influencers.  Use this hashtag to demonstrate the strengths and unique attributes you contribute to your industry and the community-at-large. You may be surprised by how your brand recognition grows.

[9] #BrandIdentity
According to David Aaker (@DavidAaker), “An extended identity can help a brand break out of the box…consider the strategic role of the Wells Fargo stagecoach in the brand’s awareness level.” Use this hashtag to explain elements in your brand story, as well as your values and culture.

[10] #BrandAmbassador
Today, every employee has the potential to represent your brand. Therefore, leaders must ask, “Do employees have enough information to explain our competitive advantage? Can they articulate the brand promise in one or two sentences? Do they know who handles customer service complaints or press inquiries?” If the answers to these questions are no, then ask yourself this important question: How can my employees be enthusiastic brand ambassadors? The answer may force leaders to create a culture where innovation is promoted and recognized, where questions are answered, where good work is rewarded, and where leadership is transparent. Engaged employees will emerge – people who will live and breathe your brand on a daily basis. Use this hashtag to provide assistance to create brand ambassadors – and to highlight and thank your existing ambassadors.

On a related note, there are two other hashtags that you should also keep in mind. #EmployerBranding is useful when looking for top quality candidates. Show job applicants that your company, business, or nonprofit cares about employees by being conscious of your employer brand. And #PersonalBranding is an important hashtag because every individual is a brand and has something unique to offer.

I’d like to end with my favorite quote about branding. Ken Peters (@brand_BIG) said it best, “Advertising shouts at you. Marketing talks to you. Branding connects with you.”

What do you think? Chime in with your fave brand marketing hashtag.

Monday, January 1, 2018

Top 10 Marketing Highlights of 2017

With 2017 now history, it's time for my annual "Top 10" marketing highlights post – incredible to believe this is my 8th annual post featuring annual marketing highlights. Without further ado, let's get to it! What campaigns were great? Which were duds? What stood out as marketing innovation, and what will go down in history as memorable as Apple's 1984 Super Bowl ad? What do you remember from the 2017 marketing reel?

With a quick nod to David Letterman for the format, here's my list:

Number 10: On January 1, 2017, residents of Los Angeles, California, were welcomed not by the well-known Hollywood sign over Hollywood, but instead, by a sign that read Hollyweed. With the legalization of recreational marijuana, some vandals thought they would play a joke on the city. Jokes of this magnitude are not funny, and law enforcement certainly didn't think so.

Number 9: In March, international brand Coca-Cola fired its chief marketing officer (CMO) and chose NOT to hire a new one. As a result, the role of the CMO was put into question not just at Coke, but at other businesses too - large and small, B2B and B2C.

According to Fergus Jarvis on Campaignlive.com, "Once upon a time, the chief marketing officer was a simple custodian of a brand. But the role is changing rapidly. Nowadays, they are more deeply involved in a business’ proposition, customer journey, technology and sales. Consequently, marketing functions face immense pressure on resources and bandwidth. But on the flip side, never before has the function been so business-critical or the CMO’s importance to the chief executive so self-evident. Ironically, while the function’s work is becoming more strategically important to the business, CMOs are running to keep up with the tactical demands of a vast and fast-changing digital landscape."

Number 8: In April, United Airlines forcefully removed a passenger from one of its airplanes, and in the modern social media and smartphone era, the violent action was taped by many passengers and picked up by major news sources. The public relations crisis that followed did nothing to restore the public's confidence in United Airlines or its personnel. According to Steve Barrett of PR Week, "Communication, especially in a service business such as an airline, starts with every member of staff that interacts with the public. You earn your reputational chops every day, from the CEO down."

Number 7: In May, after a year of working with guest hosts, Kelly Ripa of morning TV talk show fame finally welcomed a new co-host, Ryan Seacrest. The ABC morning show was quickly and seamlessly re-branded from "Live with Kelly" to "Live with Kelly and Ryan."

Number 6: In June, to celebrate the legacy of Adam West, better known by his alter ego Batman, the city of Los Angeles became Gotham City for one night, when the bat-signal was projected, aka, lit, against City Hall.

Number 5: In August, Discovery Channel's annual Shark Week launched a slew of co-branded partnerships - some more appropriate than others - that included Southwest Airlines, Oceana, Georgetown Cupcake, Lokai, Coldstone Creamery, and the National Aquarium located in Washington, D.C.

Number 4: Did you see the total solar eclipse in August? According to NASA, "Experiencing a total solar eclipse where you live happens about once in 375 years. So, unless modern medicine advances considerably in the next few years, you might not make it to the next one. The last time anyone in the United States witnessed a total solar eclipse was almost 40 years ago, on February 26, 1979. It's been even longer - 99 years - since a total solar eclipse crossed the country from the Pacific to the Atlantic. The total eclipse on June 8, 1918, passed from Washington to Florida." So, with all the buzz about the eclipse, how did brands capitalize on the buzz and also join in the fun? One brand in particular has hit a home run with its marketing campaign to promote the eclipse. For the first time, Krispy Kreme’s Original Glazed Doughnuts was "eclipsed by a mouth-watering chocolate glaze" that coincided with the solar eclipse on Monday, August 21, at participating United States shops. (Click here to read my post on the eclipse.)

Number 3: In September, Paris won the 2024 Olympics, and Los Angeles won the 2028 Olympics in an unprecedented joint decision by the International Olympic Committee (IOC). While the Paris logo incorporated the Eiffel Tower and was an overall good logo, the LA logo was not such a good choice. Designers explained that the setting sun was the inspiration, but it had no references to either the logo from the 1984 Los Angeles Olympics or the city overall.

Number 2: Also in September, Hillary Clinton's long-awaited book entitled WHAT HAPPENED about the 2016 presidential election was released. The title could have been What Happened? or even What Happened!, but without any punctuation, the title was not as powerful as it could have been. The jury remains out about the book, and as 2017 drew to a close, Hillary's impact on the future of the Democratic party was still unclear.

And Number 1 on my 2017 Marketing Highlights List:

Drum roll please...
While the expected birth of Prince William's third child and Prince Harry's engagement were announced during 2017, the birth and wedding will take place during 2018, and as a result, will appear on 2018's marketing highlights list since they will have countless marketing influences on products, news, and more. However, Pantone chose to highlight the royal family and its upcoming eventful year by naming the 2018 Color of the Year as Ultra Violet, otherwise known as purple - for royalty, perhaps?

According to Pantone's website: "A dramatically provocative and thoughtful purple shade, PANTONE 18-3838 Ultra Violet communicates originality, ingenuity, and visionary thinking that points us toward the future. As individuals around the world become more fascinated with color and realize its ability to convey deep messages and meanings, designers and brands should feel empowered to use color to inspire and influence. The Color of the Year is one moment in time that provides strategic direction for the world of trend and design, reflecting the Pantone Color Institute’s year-round work doing the same for designers and brands."

What would you add to this list? Here's to 2018 and another year of marketing highlights. Happy New Year!

Image Credit: Pantone.

Friday, December 29, 2017

The First Book for Your 2018 Reading List

With all the female voices, silence breakers, female empowerment, and attention paid to the #MeToo movement in social media during 2017, there’s a book you should definitely add to your 2018 reading list. WOMEN WHO WON, Stories of Courage, Confidence, Vision and Determination was written by Bill Ellis as inspiration for his twin granddaughters. I met Bill, a brand marketing professional, through our Twitter conversations as well as our respect for the enduring Budweiser brand.

Bill often writes about fearless brands. “A brand can be a person, place or thing – it can be a business, a product or a service…While we define a brand, a brand’s value is built, managed and communicated to us.”

So, what makes a brand fearless? According to Bill, “A fearless brand is one which has achieved clarity as to its value and purpose. A fearless brand has attained the conviction that comes from true humility. Fearless brands accept their strengths and shortcomings exactly as they are – without deflection and without exaggeration.”

Bill explains that there are three aspects to creating a fearless brand:

[1] Passion: motivation or purpose.

[2] Talent: assessing one’s skills and assets.

[3] Relevance: identifying the people and businesses that find relevance in your (product or service) offering.

Bill’s branding refresher course prepares readers for stories of 28 remarkable women. The women represent a variety of ages, backgrounds, and industries. From Queen Elizabeth II to Dr. Maya Angelou to Indra Nooyi to Ellen DeGeneres to Betty White, to name just a few, Bill explains how each woman is a “fearless brand” in addition to including their personal branding lessons.

Here are some of those lessons. Queen Elizabeth II is a fearless brand because she has remained relevant for 65 years. Dr. Maya Angelou is a fearless brand because she knew not only her parameters but also her opportunities. Indra Nooyi is a fearless brand because she didn’t seek a job, but instead, followed her calling. Ellen DeGeneres is a fearless brand because she is authentic, kind, funny – and dances a lot. And Betty White is a fearless brand because she is resilient and positive, especially admirable while still acting well into her 90’s.

As fearless brands, these 28 women shattered glass ceilings. So, to quote Bill, “Teach your daughters to worry less about fitting into glass slippers and more about shattering glass ceilings.”

Connect with Bill on Twitter: @WCEllis

Follow Women Who Won on Instagram: @Women_Who_Won

Image Credit: Bill Ellis / Women Who Won on Instagram