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A Brand with Feelings

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Maya Angelou

 

Maya Angelou’s life lesson is something we have the pleasure of taking solace in, and it’s what inspired looking at brands with feelings.  She understood the power of emotion with an audience, and I’ve dug a little deeper in this article to further articulate the ways brands can use emotion to build deeper customer relationships.

 

There are 8 basic emotions – which ones does your brand focus on?

It seems that the subject of determining how many emotions there are was started way back in the 4th century B.C. by the philosopher Aristotle, and explored much later by Charles Darwin. Most recently psychologists have concluded that there are anywhere from four to eight basic emotions.

In 1978 Dr. Paul Ekman, with the help of W. Friesen, developed the first and only comprehensive tool for objectively measuring facial movement – the Facial Action Coding System (FACS). Since then there have been over 70 others studies confirming the same set of results of seven universal facial expressions of emotions – anger, contempt, disgust, fear, joy, sadness, and surprise.

Psychologist Robert Plutchik developed the famous wheel of emotions which identifies eight basic emotions – joy, sadness, trust, disgust, fear, anger, surprise, and anticipation. His theory starts with these basic emotions then blossoms out to multiply variations creating a wide spectrum of emotions with opposing relationships.

Kendra Cherry author of Everything Psychology Book said, “The basic emotions, however many there really are, serve as the foundation for all the more complex and subtle emotions that make up the human experience.” There is some compelling evidence that shows consumers use emotions rather than information to evaluate brands. Emotions also create deeper and more visceral impressions that have impact on long-term memory.

Emotions are complex but for the purpose of building a brand based on feelings, we used Plutchik’s eight basic emotions.

 

Negative Emotions

Most companies try to stay clear of associating their brand to negative emotions. But some brands have been very successful in differentiating their brand with the contentious emotions of disgust, sadness, anger and fear.

 

Disgust

Disturbing graphic images on cigarette packs is a great example of using disgust to build the brand of anti-smoking. Gone are the days of the iconic Marlboro man, the ultimate American masculine cowboy brand, which drove Marlboro to the number one tobacco brand in the world. I have read that several actors who portrayed the Marlboro man over the years have rode off into the sunset prematurely due to smoking-related diseases–talk about disgusting. Dr. Ellen Peters, who conducted a research study on the effectiveness of smoking warning labels and graphic images with 244 smokers, says, “The images definitely did stir their emotions, but those emotions led them to think more carefully about the risks of smoking and how those risks affected them.”

Another brand that serves up a spoon of disgust is the famous Canadian cough medicine Buckley’s with the slogan “It tastes awful. And it works.”

But the most disgusting advertising for a brand has to go to OXY Face Wash with their series of zit popping videos. Say no more, the images speak for themselves!

 

Sadness

Is sadness the new happy? Does it leave a mark deeper than joy? Making people cry seems to be many brand’s objective these days. Take a look at all the holiday epic stories of lonely and sad people. The U.K. retailer brand John Lewis is built on pulling consumers’ heartstrings. But some would say that we can’t be happy all of the time so there is an authenticity in trying to get to a deeper brand engagement. Several insurance companies have cornered the market for ‘sad-vertising’ such as Thai Life Insurance (Unsung Hero), MetLife (My dad’s story) and Nationwide (Dead Boy).

 

 

Anger

Making people mad to buy a brand seems counterproductive but it is used to create an action or to make a strong statement. If you want to change a perception or get people to take action, anger can be a very persuasive tool. Generally, we feel angry when we see a person or a helpless animal hurt, or a major injustice being enacted.

Sadly, terrorist groups like ISIS have used this emotion effectively to build their brand. “They’re very good at branding,” said J.M. Berger, co-author of the book ISIS: The State of Terror. They have a complete visual look with a black flag, distinctive clothing, black masks and identical weapons. They use brutal violence against innocent people and public executions to generate widespread anger which also appeals to a small niche of supporters who want to take up their cause.

 

After the Great Recession, many brands tried to take advantage of frustrated and angry consumers affected by hard times by emulating further antagonism. Eastman Kodak did a rant about overpriced inkjet printer ink (I actually purchased a Kodak printer based on this fact). Post’s Shredded Wheat Cereal declared “Innovation is not your friend,” Miller High Life showed their support towards blue-collar customers and Harley-Davidson condemned “The stink of greed and billion-dollar bankruptcies” to align with their customers.

 

 

The most unique brand campaign I have seen that successfully angered its target audience was a simple billboard advertising that said: TEXT AND DRIVE with the company logo Wathan Funeral Home. The outraged and upset viewers went to the funeral home’s website to voice their angry but were surprised to find that it was a PSA to get people to stop texting and driving. Angry with a happy ending.

 

 

Fear

Every brand has a call to action and in many cases, depicts a sense of urgency to respond. But brands would tend to prefer a positive experience and keep as far away from risk as possible. But there are brands who thrive with their use of fear, like Greenpeace. They have been effective in shutting down major projects and changing their prey’s business practices by way of fear mongering. They take mere possibilities and translate them into fearful statements, such as “Our health is threatened by climate change. Malaria, asthma, encephalitis, tuberculosis, leprosy, dengue fever and measles are all expected to become more common.”

 

 

President Donald Trump’s success is attributed to building his brand on fear. Alex Altmen, a Washington correspondent for TIME magazine said, “No President has weaponized fear quite like Trump. He is an expert at playing to the public’s phobias.” Barry Glassner, a sociologist at Lewis & Clark College and the author of The Culture of Fear, says Trump “is a master” at creating fear. “His formula is very clean and uncomplicated: Be very, very afraid,” says Glassner. I repeat be very afraid.

A study published in the Journal of Consumer Research demonstrated that consumers who experienced fear while watching a film felt a greater affiliation with a present brand than those who watched films evoking other emotions, like happiness, sadness or excitement. I believe this goes back to our basic instincts of survival.

So you see how negative emotions can successfully build a brand, but caution cannot be underscored enough. Graeme Newell, marketing consultant, speaker, and founder of 602 Communications says negative emotions can be a powerful tool to elevate a brand’s message, as long as they’re not delivered too bluntly and you must leave the audience with a positive takeaway. Greenpeace’s continuous use of fear has lost some value over time and has created its own challenges. How long can you cry “wolf” to get people to mobilize your brand?

 

Positive Emotions

As character Don Draper said in a Mad Men episode, “Advertising is based on one thing: happiness.” This is the territory many brands navigate using the emotions of joy, trust, surprise and anticipation.

 

Trust

Without trust the financial industry doesn’t work. In essence a five dollar bill or hundred dollar bill is the same simple piece of paper with different numbers on them, but the buying power is significantly different thanks to trust.  No surprise that the business and financial services industry needs trust to operate. Trust is integral to the success of all brands but foundational for those brands built on faith and intangible, complex components.

Generally, the emotion of trust becomes super important for a brand if it has broken this bond with the customer. I am sure VW, Toyota, and BP are working on this emotion extensively today.

In the UK’s 2015 Consumer Trust in Brands report, they state that food brands have one of the highest trust levels—its important to have repeat customers who aren’t sick or dying from eating your product. That is exactly what happened with Maple Leaf Foods Inc. in 2008, when they produced listeria tainted luncheon meats that killed 22 people and sickened 35 others. Sales were immediately hit by a 50% decrease but was only down 15% two months later.

“The very first thing that must happen in these incidents is acknowledgment, apologies, and action from the CEO,” says Hamish McLennan, CEO of Young & Rubicam. Maple Leaf Foods CEO Michael McCain felt the company’s transparency and immediate reaction in taking responsibility for the crisis helped win back customers. Morgen Witzel’s article, Maple Leaf Food’s response to a crisis, states, “The trust built in the days after the onset of the crisis laid the foundation for its eventual turnaround.” Today, I don’t think there is any trust issue facing Maple Leaf Foods thanks to Mr. McCain’s conviction to making things right and not listening to his lawyers.

Humanizing your brand helps build trust but you must foster an authentic and lasting connection with your customers to get there.

 

Joy

What brand do you immediately think of when you hear the word “joy”? Think of joy as a sudden burst of happiness on a high. Does “Joy in every bottle” ring a bell?

 

 

Most people are always on a quest to experience more joy in their lives and looking for those small indulgences of pleasure. Many brands have found the sweet spot, such as Starbucks, McDonald’s, Campbell’s Soup, Kraft Mac & Cheese, Zappos, Facebook – “likes”, and Ferrero Rocher chocolates to name a few.

 

Surprise

A pleasant surprise is always appreciated by consumers and can be leveraged across all consumer touch points (social, events, in-store, advertising, mobile, etc.).

In a social listening study conducted by DraftFCB (now known as FCB or Foote, Cone & Belding), using W. Gerrod Parrott of Georgetown University’s emotional framework (Anger, Love, Sorrow, Joy, Fear, and Surprise), they found “surprise” as a distant sixth place in association with brands. So there is room for brand differentiation in using this emotion.

MasterCard has been running their “Priceless” campaign for over 17 years  and in 2014 they introduced “Priceless Surprises” with the goal of surprising cardholders when they least expect it. For example meeting Justin Timberlake, Gwen Stefani or VIP tickets to special events. There is a strong emotional element in watching a fan connect with a star and MasterCard #PricelessSurprises made it happen. Raja Rajamannar, CMO of MasterCard said, “The success of Priceless is driven by the campaign’s ability to create emotion, influence behavior, unite people and touch upon consumer passions.” Their website says that over 97,867 cardholders have experienced a surprise so far. I’m still waiting for a surprise that doesn’t include 18% when I check my credit card bill!

 

GoPro on a smaller scale had a campaign called “Everything We Make Giveaway” where every day one person wins everything they make. In the last five years they have given away 1,500 cameras and $4 million of GoPro gear. Don’t get too excited this campaign is no longer on.

For the last five years WestJet Airlines has implemented their “Christmas Miracle” by surprising a select group of customers or potential customers. In 2016, they surprised the residents of Fort McMurray, Alberta who were impacted by the devastating wildfires with a special “Snowflake Soiree”. Everyone who attended was given a free WestJet ticket.

 

Anticipation

I am sure you have been anxiously anticipating this last emotion. Researchers have found that people experience more intense emotions around anticipating future events/opportunities than remembering those in the past.  Booking a holiday is a great example of a positive and powerful emotion as a person waits for the exciting trip. High-end cruise liners have perfected the art of creating excitement with cruise planners and special updates prior to embarking.

Sandals Resorts understand the importance of anticipation with their beautifully stunning, natural blue and turquoise oceans and clear sky images, but more importantly, keeping the excitement growing with their social media activities. Tiffany Mullins, Social Media Manager says the Sandals Resorts “strategy is to evoke an emotion with every single social media post.” Not only are they humanizing the brand but their social media presence is creating a virtual vacation experience in advance of the actual vacation. Brilliant.

The Apple brand is an expert on contemplating the future and having their customers emotionally engaged beyond their current technology and living in anticipation of the next generation, like the iPhone 8 soon to be released. Each version is a stepping stone to further deepen the brand loyalty or cult-like following.  Apple is notorious for their pre-launch hype, limited availability, reorders and long lineups on launch day, only to be repeated again within another 12 – 18 months. Here we go again.

 

Emotional Branding

Harvard Business School professor Gerald Zaltman says that 95% of our purchase decision making takes place in the subconscious mind, a place where emotions are king. If you are going to engage in emotional branding, understand how and where you want to connect to your customers so you can consistently build on every touchpoint.

As William Gelner, Chief Creative Officer of 180 explains, “We live such digitally switched-on, always-plugged-in lives, and yet we still also somehow feel disconnected from people. As human beings, we’re looking for true human connection, and I think that emotional storytelling can help bridge that gap.”

Pick your emotion(s) and start building your emotional brand story today, every step of the way.

 

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Top Brands that Hit Home this Holiday Season

This holiday season, successful brands continued the tradition of wrapping themselves in a feel-good message, hoping consumers will be pleased with their “presence” (sorry, I couldn’t resist). As they should, considering the US retail industry generated over three trillion dollars during the holidays. This number is from 2013 and I am sure it’s even higher today.  This equates to about 20% of total annual sales – and for some brands the number is much higher.

 

Three Trillion Dollars in Christmas Shopping

That’s a lot of money (even if one-third is on credit cards). But how does a brand ensure it gets its fair share? The holiday season is the perfect time to tap into the human emotions of peace, love, kindness and hope. It’s beautiful, yet frightening. Consumers are vulnerable and have credit! And ironically, during this time of harmony, brands are busy fighting each other for attention and won’t stop until the last dollar drops. That might be the reality of retail, but good brands understand the true meaning—it is better to give than to receive.

The best way to capture the holiday spirit is through a highly emotional TV commercial or online video (a topic of a previous article “Why Great Brands Still Needs a Great Commercial”). In 2015, there were over 100 holiday TV ads airing on US TV, but so far this year, there have only been 47 holiday ads reported by research firm Ace Metrix. Holiday advertising seems to be big in Britain and Germany where brands produce run-away winners.

Ben Mooge, Executive Creative Director at Havas London an advertising agency which created the very successful ‘Heathrow Bears’ ad says brands have a responsibility to contribute to the Christmas spirit and not just overtly sell their products. He says “they need to contribute to Christmas, and not just ride on the jingly back of it.” If a brand is successful “they just help it feel like Christmas.”

 

Santa Brands

It’s all about giving sincerely and inspiring the feeling of the holiday season. For many families, traditions, like watching the Griswolds light up their house (Christmas Vacation), or witnessing Bill Murray get a second chance to get it right (Scrooged), take us to fonder times and helps to recharge the soul. So while we’re all killing ourselves giving, the reality is that we need to receive appreciation. It’s here where brands have a responsibility to help consumers by framing the holiday season and help us have an enjoyable Christmas (for a price). And when they strike a chord, I can hear those cash registers jingling all the way!

The very best brands who have seamlessly carved a place in our minds during the holiday seasons and continue to reap the rewards are such brands as: Coca-Cola, Macy’s, John Lewis, Marks & Spencer, Walmart, and WestJet, to name a few. But each year a new brand finds its holiday moment to shine and is rewarded by millions of views and likes from around the world.

Damon Collins, founder of Joint advertising agency in London who created the successful Amazon Prime holiday commercial ‘Imam and Priest’ says “There’s no time of year the spirit of human kindness is more relevant than Christmas. And there’s been no year in recent memory that the spirit of human kindness has been more needed than this one.”

 

Better to Give Than to Receive

The brands that are true to their values and avoid false sentimentality can build brand value during the holiday season. It’s more about sharing values and becoming part of the holiday traditions than trying to steal the show. As Cam Blackley, Executive Creative Director at BMF Advertising who developed the discount supermarket brand Aldi AustraliaMeet the Tinkletons’ ad explains that what doesn’t work is when “a brand cynically makes an ad riddled with fake Christmas sentiment devoid of an insight that is true to their values.”

 

Top Three Brands that Hit Home this Holiday

Without further ado, here’s my top three adverts for the 2016 holiday season:

  1. My favourite for 2016 is from Allegro, an auction site based in Poland. This commercial has all the ingredients for a wonderful holiday video including a dog.

(12,945,326 views)

 

  1. John Lewis, a UK-based department store, continues to hit the ball out of the park with their iconic holiday adverts. It too has a dog and other loveable animals.

(23,883,947 views)

 

  1. The top Canadian brand for me was WestJet. They continued to surprise and delight their customers, and focused this year on the people still recovering from the devastating fire in Fort McMurray, Alberta. A nice slice of Canadian values–giving.

(1,340,578 views)

Have a Merry Brand Holiday

If none of these have ignited the spirit of Christmas within your soul then I would suggest that you seriously consider becoming a member of the Ebenezer Scrooge Fan Club. Otherwise, I wish you all a wonderful holiday, sharing gifts and enjoy time with family and friends. Have a Merry Brand Holiday!

 

Honourable Mentions:

Heathrow https://youtu.be/oq1r_M5a6uI (4,802,852)

Apple https://youtu.be/aFPcsYGriEs (8,199,966)

ALDI https://youtu.be/aCZrWFrRgbQ (2,004,765)

Marks & Spencer https://youtu.be/V5QPXhStb5I (7,836,801)

Duracell https://youtu.be/iA7xYeiWg54 (17,651,693)

Please feel free to share your favourite advert for the 2016 holiday season and explain why.

 

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Why Great Brands Still Needs a Great Commercial

6 Ingredients to Making a Blockbuster Commercial

 

The importance of sight and sound (preferable together) can’t be underestimated in the brand building process.  Walter D. Scott, Assistant Professor of Psychology in Northwestern University who studied the psychology of advertising says “the function of our nervous system is to make us aware of the sights, sounds, feelings, tastes, etc., of the objects in our environment, and the more sensations we receive from an object the better we know it.” The more senses a brand can touch the more memorable the brand message. No wonder the video expression of the brand is king.

 

There was a day when a 30 second commercial could change a brands image overnight as long as the viewing audience was large enough to create a tipping point. Ergo the NFL Super Bowl where 114 million people are anticipating the commercials as much as who is going to win the game. But this also comes with a hefty price tag of almost $5 million per 30 seconds or $166,666 per second. At this rate you better have a message that achieves a touchdown.

 

superbowlads

 

Not dissimilar to the movie industry, there are blockbusters that captivate the world, and then there are hundreds of movies that pass through the night with no residual effect or impact. The average Hollywood movie is about 150 mins long and cost about $200 million (or $11,000 per second or $330,000 for 30 seconds) to make.

 

According to the last published report on this topic (2011 Television Production Cost Survey) the average cost of a 30-second commercial was $354,000. If you project that number into 2016 prices, it’s fair to say the average cost is around $380,000. During those precious seconds, you’ve got to tell a story that’s so memorable it burns a life-time image in the consumers mind.

 

how-the-greatest-super-bowl-ad-ever-apples-1984-almost-didnt-make-it-to-air

 

Take for example the iconic 1984 Apple’s Macintosh commercial that ran only once on the Super Bowl, it is still being talked about today 32 years later. While the media buy was for one 30 second spot it broke the barrier beyond advertising into non-paid public relations as the commercial was on every talk show and news show. Oh and, by the way, they sold $155 million worth of Macintoshes in the first three months. A touchdown indeed.

 

Evoke Emotion

 

A successful brand video (TV commercial or online) must have one important ingredient to be successful – it must be emotionally engaging. You must feel it.

 

Being edgy helps to be memorable, but it must be relevant within the times.  Humour is often used to capture the heart with the help of a likeable character. Animals and babies are generally foolproof in pulling on the heart-strings. The most memorable commercials are those that solicit the “wow” factor by combining sheer entertainment with something you never thought of or have seen before. The two strongest reactions are a hardy belly laugh or an emotional tear. Every Telus commercial tries to put a smile on your face with their zoo animals or Budweiser with their puppy love commercials.

 

Extra Gum – The Story of Sarah & Juan

 

Kmart – Ship my Pants

 

Relate To People

 

Mitch Joel, president of Mirum and author of Six Pixels of Separation says brands cannot be human but acknowledges that brands are made of people who actually care about their customers.  Likewise, people like connecting with other people (including pets, but that’s another discussion). Mitch states “[successful] brands may never be human, but they can become more humane.”

 

Brands spend millions of dollars trying to be more human-centric with better customer-service, and constructing lovable brand personalities that convey human characteristics and values. What better way to add the human touch or face to a brand than seeing the brand as a person. The premise is simple. If you like the person you will like the brand. Some brands cheat or exploit their relationship by using a famous person’s celebrity status to instantly add millions of followers, but others build a unique personality from the ground up.

 


Old Spice Man

 

Apple guy vs. Microsoft guy

 

Be In Tune

 

In a study by Jacob Jolij and Maaike Meurs, the researchers found that “mood, as induced by music, is also reflected in visual awareness, both in biasing processing sensory input, as in the generation of conscious visual percepts in absence of structured visual input. In other words, the music you are listening to might directly alter the way you perceive the world.” The soundtrack is hugely important in stirring the emotions and feelings. Think of all the great movies like Titanic, Jaws and Star Wars. You can probably hum the tunes right now. Can you still feel the intensity? What would these films be like without a soundtrack?

 

The Dirt Devil – The Exorcist

 

Be Different

 

Everyone has a story that’s unique to them – as does a brand. Uniqueness make the story worth sharing. Inspire and awe your audience. The most memorable commercials holds a place in our memories forever. They are essentially pieces of art that display the latest designs, music and culture at that moment of time. In a world where art expression is everywhere, commercials must earn consumers attention and not expect it.  Ken Segall, who worked on Apple’s “Think Different” campaign, attributes the success of this commercial on its ability to be thought-provoking and disrupt the advertising world by creating “a commercial that is totally revolutionary in the world of advertising and is seen by a huge audience.”

 

Nike – Find Your Greatness

 

Red Bull – Space Jump

 

Achieve Greatness, Responsibly

 

Any brand with tons of cash and a very creative agency can create an awesome commercial. But if it doesn’t match the product or customer experience, you are wasting money and could inadvertently damage the brand. The commercial can transform a brand image, but is must also support the core brand values and promise. Nothing is worse than setting high expectations with a great commercial to have people disappointed when they advertising promised isn’t delivered by the product. I think of Banks or Airlines who continue to over promise and under deliver.

 

the-california-raisins

The California Raisin Board created memorable TV commercials in the 1980s. They portrayed raisins as cool sunglasses-wearing Claymation characters singing and dancing to Marvin Gaye’s soul music. Using beer advertising classic technique of associating their product with music and fun. However, fun and music are generally associated with social events (where beer may be present). I’m not sure the same stories are shared around a bowl full of dried grapes…that will never be wine! In fact, raisin sales did get a small bump from the commercials but soon slumped. Maybe “the blues” would have been a better fit.

 

yo-quiero-taco-bell-chihuahua-copy1

In 1997, the Taco Bell Chihuahua was the fast-food chain’s big attempt to establish the dog as the brand mascot. While the ads were great fun and memorable, sales went into the toilet. I guess no one wanted to buy spicy ground beef from a dog. Maybe the same happen with the Subway monkey commercials.

 

10 – 600 Seconds to Shine

 

No longer are we confined to the 30 sec or 60 sec video format built by the classic TV commercial. The digital world has redefined the rules. However, most agency and brands are still stuck in the TV commercial format, primarily because television commercials still greatly influences a buying decisions. According to Deloitte‘s 10th edition State of the Media Democracy survey done in 2015, 63% of Americans stated that TV advertising still has the most impact on their buying decisions. This has dropped from 86% just four years ago. Meanwhile, millennials rely more on recommendations from their social media circle and online reviews.

 

Make a Blockbuster

 

Joseph Pine and James H. Gilmore in their book, The Experience Economy, make a compelling case that today’s customers want and expect to be “positively, emotionally and memorably impacted at every level of their commercial existence.” The fastest and the most impactful way to make this happen is video. A brand video has the power to make customers cry, laugh or change their perception forever.

 

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Brand Overkill – Why Less is More

Everything is a brand today. Brand experts even tell us that we must build our own personal brand. Everywhere we look we are being attacked by brands. We are lucky to get through a day without being bombarded with over 5,000 brand messages (Yankelovich study) of which only about 12 get any brain attention. There is over 4 million new brand names every year added to the brand shopping list. There is a serious problem of brand overload. Is it really important to have over 50 different shampoo brands and hundreds of specialized types to give you the perfect bouncy, curly, wavy, shiny or smooth tresses?

 

 

The biggest problem facing companies today is the world is running out of pronounceable brand names. We are making it almost impossible for consumer to keep up. The World Intellectual Property Organization report that in absolute terms, trademark demand quadrupled from just under 1 million applications per year in 1985 to 4.2 million trademark applications by 2011. In developing countries such as China, India and Brazil the rise in trademark applications is exploding. In the last four years there has been approximately 16.8 million new trademark applications.

 

Are we reaching a point of saturation where the proliferation of brands are doing more harm than good? Our memory banks just can’t keep up.

 

Barry Schwartz, PhD, a Swarthmore College psychologist and author of The Paradox of Choice: Why More is Less explains “there’s a point where all of this choice starts to be not only unproductive, but counterproductive – a source of pain, regret, worry about missed opportunities and unrealistically high expectations.”

 

 

Have we reached a state where a brand is no longer able to differentiate itself from other brands? How many deep brand relationships do we really want or can handle in our busy lives? A Gallup research study (2004) suggests that on average, Americans say they have about nine ‘close friends’ and the older you get the number maxed out to 13 close friends. Can we expect any more from a consumer concerning a meaningful relationships with brands?

 

The Beginning of Brands

 

We can blame Japan for starting some of the world’s first and oldest brands such as Kongo Gumi which was established in the year 578 and Hoshi Ryokan founded in 718 according to William O’Hara book Centuries of Success. Kongo Gumi is a construction company that built Buddhist temples, Shinto shrines and castles. But after surviving 14 centuries (1,428 years!) as a family business it closed its doors in 2006. There wasn’t a huge demand for  building temples anymore which occupied 80% of their business focus. Hoshi Ryokan is a Japanese inn located in Komatsu for over 1300 years. You can book a room today on booking.com. In a study conducted by the Bank of Korea they discovered over 3,146 companies that are over 200 years old in Japan, 837 in Germany, 222 in the Netherlands, and 196 in France.

 

Brands Come & Go

 

But brand age doesn’t guarantee brand success. Jim Collins, a co-author of Built to Last—Successful Habits of Visionary Companies, says brands must follow a set of unchanging and sustainable principles of who they are, yet constantly change in what they do and how they do it. Today, we have many examples of brands who knew who they were but didn’t have the courage to change what they did such as old favourites as Kodak, Blackberry, Blockbuster, Nokia and Hummer. Check out the article Lessons from the Brand Graveyard.

 

If you go back to the Fortune 500 in 1955, 88% of those brands no longer exist on the 2014 Fortune 500 list. Brands continually get destroyed by mergers, acquisitions, bankruptcies or break-ups. There is a healthy churn in brands coming and going. Steven Denning reported in Forbes that fifty years ago, the life expectancy of a firm in the Fortune 500 was around 75 years. Today, it’s less than 15 years and declining all the time.

 

That being said, there are about 250,000 new brands launched globally each year which keeps the world’s advertising agencies very busy. Lynn Dornblaser, an analyst at market research firm Mintel who tracks new products, says the typical failure rate of new product launches can be anywhere for 85% to 95%. That’s a lot of new business cards and advertising wasted. Schneider Associates and research partners SymphonyIRI Group and Sentient Decision Science did a consumer survey (2010) that found 45% of participants couldn’t name a single new product brand.

 

The Virgin of Everything

 

But all of these setbacks in launching a new brand hasn’t stop brand extension and introducing new products.

 

Many brands have tried to extend their brands from the classic offering to capture new markets and target groups – some successfully and others with less clarity. I call it the “Virgin of Everything.” Sir Richard Branson has taken the irreverent and fun Virgin brand and has stretched it across 350 different products from life insurance to lingerie. David Taylor blogger on Brand Gym said in his article Virgin: the worst or best of brand extension? that this was a “brand ego trip, where the brand gets too big for its boots.”

 

Then there are sub brands of brands with unique attributes, quality and value levels. For example, Coca Cola with its line of Classic Coke, Diet Coke, Caffeine Free Coke, Caffeine Free Diet Coke, etc. Nothing is simple today. Too many choices.

 

Brand Apathy

 

Everything in life is moving faster and faster. Nothing is predictable and digital technologies are changing everything except our brains. Humans still have only so much memory power and capacity to retain and process information. Bob Nease, behavioural scientist and author of the book, The Power of Fifty Bits explains that the brain can process 10 billion bits of information each second but when it comes to the “decision-making part of the brain [it] only processes a maximum of 50 bits per second.” This is a major bottleneck in the decision making process that won’t change anytime soon. Just think, we have a bandwidth issue in our brains. The proliferation of brands and branding messages means fewer chances that new brands will find a permanent place in a consumer’s mind. Steve Jobs said on his return to Apple in 1997 that “For me, marketing is about values. This is a very noisy world, and we’re not going to get a chance to get people to remember much about us. So, we have to be very clear what we want them to know about us.” Almost twenty years later Jobs’ comment is even more relevant today. A simple route to the consumer’s head and heart doesn’t exist anymore.

consumer path 2

 

We can get a new product brand to market faster and more efficient than ever before. We have more channels to get our message out than ever before. But the resulting complexities has created brand apathy. As we continue along this path of madness, brands have less of a chance to be successful. Aldo Cundari, CEO of Cundari agency, explains in his book Customer-Centric Marketing, “The new customer behavior has serious implications for all brands. If organizations don’t commit to meeting their customers’ expectations today, customers will go elsewhere tomorrow.”

What Cundari says isn’t revolutionary thinking but the warning signs are everywhere–consumers are reaching a point of brand overkill. It’s like a stadium full of brands all screaming to persuade potential customers to reach for their brand. The noise is deafening.

Havas Media Group’s annual global Meaningful Brands survey (2015) has been consistent in the last five years in saying “most people would not care if 74% of brands disappeared.”

 

Survival Tips

 

Put our branding feet into the consumer’s shoes for a day. They truly need our support.

Help them manage the daily complexities, simplify the burden of choices and reduce the cognitive load. Be where they want your brand to be and be relevant. Solve their problems even before they become problems. Take away the need for them to have to make another decision or remember another brand name.

Automate to eliminate repeating issues or tasks. Make them feel good even when your brand isn’t about feeling good. Help them navigate a simpler life. Stop yelling and start listening more.

Your brand will be rewarded for its simple solutions and not for more choices. Remember less is more and always be empathetic and relevant.

Just be human.

 

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Wrapping Brands in Hope, Love, Joy, Peace and Bacon

We can thank the birth of Jesus Christ for putting Christmas on the map, but its brand marketers that have made the solemn religious festivities into a $600 billion business in the United States alone. This year Gallup research predicts the average American will spend around $830 on Christmas. There’s a lot riding on this holiday, so much so that brands spend millions to connect themselves to this emotional time of giving and celebration. Retail brands live or die during this important sales period and we’ll take a look at the lengths they go to do it right.

 

For all brands to cash in on Christmas, they need to break through the clutter and attract festive shoppers who are looking for brands who match their warm and fuzzy shopping needs.

 

Many would argue that Christmas has become more about marketing than religion. The history of Christmas’ evolution is part marketing and part theatrical symbolism. While Charles Dickens did not invent the Victorian Christmas, his book A Christmas Carol written in 1843 is credited with helping to popularise and spread the traditions of the festive time. Coca-Cola Company claims they helped shape the image of Santa as we know him today. Inspired by Clement Clarks Moore’s 1822 poem A visit from St. Nicholas (commonly known as Twas the night before Christmas) illustrator Haddon Sunblom commissioned by Coca-Cola created the iconic red suited and white breaded Santa image that was friendly, plump, jolly and loved Coke. From 1931 to 1964 the ‘Coke Santa’ was the advertising theme every Christmastime in magazines, billboards, posters, displays and calendars.

 

 

For brands, Christmas is the most wonderful time of the year to pull on the heartstrings. Writer and content strategist Taylor Mallory Holland concluded in her blog article Make ‘Em Cry – and Buy that “Emotion is a key ingredient in great holiday content marketing.” Jonah Berger, researcher and author of Contagious would agree. He discovered that “high arousal” of positive and negative emotions like awe, excitement, amusement and anger motivates us to share messages with others. He says “when we care we share.”

 

The holiday season is full of high emotion. We become hyper-sensitive to stories of the poor and unfortunate souls who don’t have food, shelter or friends. We are drawn towards stories of goodness in humanity and messages of hope, peace and love. It’s a time to reach back to the child in all of us who believed Santa Claus was real, reindeers could fly and life was just plain simple (because someone else did the worrying).

 

John Lewis, a department store in the United Kingdom has built their brand on this fact. Since 2007, John Lewis has captured the attention of the world with their annual tradition of launching a new Christmas advertising campaign to kick-start shoppers into buying their Christmas gifts. John Lewis’s emotional brand formula isn’t revolutionary, as Stephen Vowles, marketing director at Argos says, “It resonates because it speaks to the values most of [us] hold at Christmas – showing people that we care about them and that we are thinking of them.”

 

 

But Edeka, a German supermarket chain may have trumped John Lewis this year with the “saddest Christmas ad ever” as described in The Washington Post. So far the story of a lonely old widower who is especially sad during the Christmastime has over 41 million views on YouTube compared to John Lewis Man on the Moon which has only 21 million views.

 

 

WestJet has created Christmas miracles of their own over the last four years. Their Christmas Miracle online videos have surprised and delighted consumers in various creative and sensitive ways. Their biggest success was in 2013 where they surprised passengers on a flight from Toronto to Calgary. In Toronto, they had them tell a TV monitor Santa what they wanted for Christmas, and upon their arrival in Calgary four hours later their present appeared on the luggage carousal like magic. To date, this video has received almost 43 million views. If you didn’t think Westjetter’s cared before this, then get out your tissues.

 

 

There are many brands like Apple, Tim Hortons, Canadian Tire, Coke, Stella Artois, Sainsbury, Budweiser, Macys and many more who produce Christmastime commercials/videos that tug on consumer’s heart-strings. Their ultimate goal is to connect with consumers at this time of goodwill and joy with the hope of their brand resonating with them.

 

This is the time that brands can forget about the functional benefits and tap into the spirit of Christmas. If done right, brands can move from a purveyor of Christmas to a state of mind of hope, peace and love minus the bacon. A place were few brands live.

 

To all the world’s brands “Merry Christmas to all and to all a Good Night”.

 

May the peace and goodwill of the season remain with you throughout the New Year!

 

Top 2015 Christmas Commercials