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The Best 2017 Brand Campaigns

It’s that time of the year when marketing and branding experts determine which campaigns should be recognized as the best 2017 brand campaigns. For your convenience I have searched the internet for the “Best Lists” from such experts as Adweek, Marketingweek, Spredfast, Digital Marketing Institute, Brandwatch, AdAge and Forbes Agency Council.

My analysis isn’t terrible scientific as most of the lists are wildly subjective. Looking across the lists there are only a few campaigns that get repeated nominations among the experts. There was five campaigns that stood out above the rest.

Purpose over Profits

A common theme among many of these campaigns was a focus on a higher purpose and less about selling their brand. Many are recognizable brands that have successfully tapped into the global anxiety of uncertainty and unrest. A world without a clear future. There is a serious tone in all of these campaigns void of any humour except for Halo Top`s (The Perfect Pint) campaign.

Desire to Engage

These campaigned aren`t about a 30 second television commercial but a fully integrated campaign with social engagements in the millions that reached beyond most expectations. The secret ingredient in all of these campaigns was the social buzz or fire that they all created both positive and negative. A true sign of a campaign that matters.

Enjoy and have a very happy and prosperous New Year.

 

The Top 5 Best 2017 Brand Campaigns

 

1. Heineken – Worlds Apart #OpenYourWorld

This campaign resonated with a number of the experts. And I don`t disagree. I found this real-life social experiment riveting. Heineken brought together people from opposite ends of the spectrum and put them into various team-building activities, before unveiling their strong conflicting viewpoints. They then had the choice to share a Heineken and discuss their differences or leave the room. I won`t spoil the ending.

Heineken received plenty of free publicity including some negative backlash but they also saw sales volume increase 3.9% in the first half of 2017. The 4:25 minute video on Youtube has received over 14.6 million views so far.

 

2. The New York Times – The Truth is Hard to Find

Today, the newspaper business isn’t a happy place. If it’s not Donald Trump threatening journalism, it’s overall declining revenues. The New York Times launched a campaign to declare why journalism matters and its role in holding power accountable and ultimately delivering the truth (most of the time).

The YouTube commercial has over 15.7 million views since it first aired on the Academy Awards in February. But more importantly The New York Times has seen a record level of digital subscribers of over 300 thousand in the first quarter of 2017.

 

3. State Street Global Advisors – Fearless Girl

On March 7th  a small girl of just 4 feet appeared before the iconic Charging Bull in the heart of New York`s financial district which stands at 11 feet. The day before International Women’s Day. Courageously she stands in deviance against the beast that represents male capitalism.

Sculpted by Kristen Visbal, the girl statue was commissioned by agency McCann New York for State Street Global Advisors (SSGA) to symbolise the power of women in leadership. Planting this meek girl statue of 250 pounds against the beast of 7,100 pounds created an instant global media storm. Like any visceral campaign it comes with its detractors including a $5 million lawsuit settlement against parent company State Corp. for alleging it underpaid women and minorities. (Best to have your own house in order before you start pointing fingers as others!)

Fearless Girl won 18 Cannes Lions awards, including the Titanium Grand Prix in the Glass Lions, which honours marketing creativity that transcends traditional categories such as media, film or radio. It was also praised by the jury for advocating gender equality.

 

4. Halo Top – “The Perfect Pint” or “Eat The Ice Cream” (experts couldn’t agree on one)

AdAge describes Halo Top ice cream brand as a “consumer-driven brand based on a quality product, evangelical consumers and clever, grassroots marketing…” This young five year old company has built its brand on a focused social media strategy surpassing the ice cream giants of Ben & Jerry`s and Häagen-Daazs.  They are a true threat to the established brands with sales increases of over 2,500 percent in 2016 and 1,656 percent in the 52 weeks ended Nov. 5, to nearly $298.6 million, according to IRI, a Chicago-based market research firm. “The perfect Pint” was the first traditional campaign they launched just prior to Fourth of July holiday. This video has garnered over 14.4 million views since release.

More recently they launched a longer-format spot for theatre and online advertising. Tim Nudd, creative editor at Adweek describes the spot as a “grimly amusing, Kubrick-esque robot apocalypse” perfect as a horror-movie trailer. Halo Top Founder and CEO Justin Woolverton said his brand had “never done anything this off-the-wall before.”

The sales would indicate a double hitter but the jury is this out on understanding where the brand image is really going.

 

5. Nike – #Breaking2

Nike is a brand that urges its customers to push their limits, and this campaign does this in spades.

They sponsored and challenged three athletes: Lelisa Desisa, Eliud Kipchoge and Zersenay Tadese to run the first sub two-hour marathon wearing Nike`s new Zoom Vaporfly Elite racing shoe. The event took place at the Formula 1 racetrack in Monza, Italy on May 6th and was live-streamed on social media.

Nike also partnered with National Geographic to produce the Breaking2, a 55 minute documentary that has 1.5 million views. Unfortunately, Kenya’s Olympic champion marathoner Eliud Kipchoge missed the goal by just :25 seconds. Despite not beating the two-hour mark, #Breaking2 was a PR success, receiving worldwide media coverage generating almost 85,000 mentions on social media in two days.

 

Honourable Mention

  1. IKEA – Augmented reality app: Ikea Place
  2. Wendy`s – #NuggsForCarter (winner of four 2017 Cannes Lions awards)
  3. Airbnb – Super Bowl ad titled “We Accept”
  4. Heinz – Pass the Heinz a campaign directly from Madmen
  5. Patagonia`s – Brand activism in protecting public land

 

What was your most memorable 2017 brand campaign?

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The Best Way For A Brand To Taste Great Is Branding

Where does the taste of a brand fit? You guessed it, in the mouth. However, if your brand can’t fit into your customer’s mouth, this article may still provide you with wisdom about this unique portal to human consumption. That is to say, the taste of any brand is more about what you think a brand is than what you believe you experience.  Hold that thought as we explain the best way for a brand to taste great isn’t necessarily orally.

The Tongue

Let’s start with the tongue which does all the heavy lifting. If it’s not busy articulating a verb or noun, it’s busy moving food and liquid around in our mouth. The tongue has over 10,000 taste buds (the little bumps on your tongue). In essence, these bumps help distinguish between sweet, sour, salty, bitter and savoury (also known as umami). But on its own, it can only decipher essential elements of taste. But to realize its full potential, it requires other senses like smell, texture and temperature. Taste is the summation of the tongue and nose (if not influenced by our eyes). Our brain connects these sensations into a single emotional experience. This is the sweet spot where we know, in branding, is ripe for manipulation and trickery. Of course, all done in great taste.

 

Howard Moskowitz once said, “the mind knows not what the tongue wants.” And Moskowitz should know, as a well-known market researcher and psychophysicist. He was made famous by author Malcolm Gladwell in his New Yorker article titled “The Ketchup Conundrum” and his TedTalk called “Choice, happiness and spaghetti sauce.” A perfect video to watch on a Friday night with buttery popcorn. Gladwell recounts Moskowitz reinventing spaghetti sauce through his research, where he discovered there were three main sauces: plain, spicy and extra chunky. The market place only offered plain and spicy spaghetti sauce at the time. Moskowitz’s customer, Campbell Soup Kitchen, used this information and introduced Prego extra chunky spaghetti sauce that made over $600 million in the first ten years. Moskowitz certainly understood the secret to that sauce. It wasn’t the taste that made the difference it was the extra chunky texture.

Taste Test

The most memorable and successful taste test was the legendary Pepsi Challenge, which started in 1975. This simple demonstration put Pepsi on the map and kicked Coca Cola off their game with their introduction of the New Coke blunder. Years after, scientists continued to ponder what role does taste have in building a brand.

We believe the ultimate criteria for liking a drink or food is its taste. But we are positively influenced throughout the experience by extrinsic cues like packaging, labels, the brand story, the environmental situation, as well as the intrinsic product attributes, like texture, smell, appearance and perceived quality (price).

A 2013 blind taste test research study between Coke and Pepsi conducted by Dr. N. Ramanjaneyalu, C. Asangi and V. Kadabi at Karnatak University in India found that only 37% of respondents could successfully identify Coca Cola through taste or a lucky guess. They concluded that building the right brand image and positioning is just as important as the taste.

The Brain

Malcolm Gladwell, in his book Blink, echoes a similar conclusion where he explains that people prefer a sweeter drink (characteristics of Pepsi) in a sip test but generally not necessary in glass size. He also goes on to talk about the importance of “sensation transference,” a phrase coined by scientific researcher Louis Cheskin, who said people’s perceptions and emotional attachments to the aesthetics of the product goes beyond just the taste of the product.

Neuroscientists Lauren Atlas and Tor Wager’s research on cognitive neuroscience concluded that expectations and beliefs play a pervasive role in the workings of the brain. What this means is expectations can influence those things we are knowingly aware of, like our loyalty and familiarity with a brand. Consciously and unconsciously, we are collecting information and analyzing our surroundings and assessing what we think we like and don’t like.

 

Tasteless

Gil Morrot, a wine researcher at the National Institute for Agronomic Research in Montpellier, found that the simple act of adding an odourless, red dye to a glass of white wine had a profound effect. By adding the red colour, the panel of tasters began to think the wine was real red wine. They starting tasting red wine characteristics like cherry, dark fruit and cedar.

It’s no surprise that the top five beer manufactures in the US spent approximately $1.6 billion in advertising in 2016, primarily if beer preference is not driven entirely by taste. Another excellent example is bottled water with the brand-first and tasteless-water second. (Check out my article The Power of a Brand).

In a study conducted at Stanford and Johns Hopkins, their researchers tested the effect of branding on taste preferences in young children. The 95 children aged 3-5 were given identical food, except one choice came in McDonald’s packaging, and the other was in plain-white packaging. All of the food came from McDonald’s, except for the carrots. Which one do you think the kids liked best? No brainer. Hands-down McDonald was selected, including the carrots that they don’t sell. The preferences for McDonald’s branded food increased with both the frequency of McDonald’s consumption and the number of TV sets in the home of each kid.

Taste Matters

I remember the day McDonald’s coffee tasted like merde! (pardon my French). In 2006, McDonald’s upgraded is coffee from a generic, non-descript coffee, to a darker-roast, Arabica, premium coffee. They called it the “Full Bean Coffee.” I recall seeing office colleagues with their extra-large McDonald’s to-go-cup and commenting the coffee tasted excellent, even better than Tim Hortons. Within a year, McDonald’s coffee sales climbed 20% in a market where coffee sales are over $30 billion. During that time, they gave away a lot of free coffee. Why? To demonstrate that their coffee did taste great because the taste does matter.

Taste is one of the most important factors influencing consumers’ preference for choosing one food and beverage brand over another. But we should not be so naïve to think that taste is the only discerning factor. Unless its Heinz’s ketchup—the perfectly balanced condiment with the right amount of tangy-sweet tomato and salty goodness, with pleasant sour notes and a buttery umami finish. Even with a 62% market share lead in the US (84% in Canada), this brand doesn’t rely only on taste. Heinz spent approximately $530 million on advertising in 2013, including securing an ad in the 2016 Super Bowl (which isn’t cheap). Most recently, Heinz‘s ketchup launched a brilliant advertising campaign inspired (actually a complete rip-off) from a Mad Men episode.

Final Tasting Notes

We understand the mouth’s role within our complex sensory system. It’s integral in how we interpret taste, and also how we define our likes and dislikes. We also know it has its limitations. In the end, its overruled by our brain’s desire to bring it all together.  So when positioning a brand that has a substantial oral opportunity, we can’t put all the pressure on the tongue to carry us through. By ensuring multiple sensory stimulations, only then will the tongue feel affirmation in what it’s experiencing. Now how you choose to influence this experience will leave your brand tasting bitter or sweet.

 

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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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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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The Power of a Brand – How to Extract Value from Nothing

Years ago in my economic classes I learnt that supply and demand determined the price/value of most products especially commodities. If this is true, why is bottled water more expensive than gasoline? This is the result of building a powerful brand.

034_BI1113_BetweenDrinks_slide

Transparency Market Research estimated that the global market for bottled water was worth about $157.3 US billion in 2013. In North America more bottled water is sold compared to milk or beer in terms of volume. Canadean research estimated that the global bottled water volumes would reach 233 billion litres in 2015. With all of Canada’s fresh water, they only produce less than one percent of the world’s bottled water (2.29 billion litres). However, United States remains the fastest growing bottled water market outside Asia.  Mainly due to more health conscious consumers shifting away from sugary carbonated soft drinks.

In many emerging markets, the scarcity of clean water makes bottled water a necessary staple rather than a value-added refreshment beverage like juice or soda. In North America, the water in your tap is generally the same stuff you buy in the bottle. The big difference is that tap water is constantly tested to ensure they follow the drinking water quality guidelines. Bottle water doesn’t have the same stringent guidelines, expect for not containing any “poisonous or harmful substances”. Let’s hope that the big brands follow some type of quality control.

Clean drinkable water is generally available throughout North America where bottled water companies’ position their brands on quality (healthy choice) and convenience (portable and handy). From this foundation the category gets complex with pricing strategies, water source and lifestyle attributes.

Magician duo Penn & Teller in their show Bullshit did a spoof on bottled water.  In a fine dining restaurant in Southern California they proved that the general public can’t tell the difference between tap water and $4 a litre bottled water.

 

ABC’s Good Morning America conducted a blind tasting experiment in 2001 where they sampled branded bottle water such as Poland Spring, O-2, Evian and the popular New York City tap water. The results shouldn’t surprise you – Big Apple water beat them all.

 

If  bottled water is the same thing as tap water the real difference is branding. Tap water is a commodity with no brand. It comes from any unmarked tap – hot or cold. You take the same thing, build a formidable brand image and you can extract a premium by the litre (or ounce) at a time. Here is the secret on how to create brand value:

Power of Emotional Connection

Byron Sharp, professor of marketing science at the University of South Australia and author of How Brands Grow, says building a brand is based on “physical and mental availability” suggesting most brand purchase decisions are made with the emotional brain. A brand needs to trigger instinctual responses.

Ammar Mian writer at SocialRank says the emotional tipping point for bottle water occurred in the early 1980’s when Perrier launched its ‘Earth’s First Soft Drink’ campaign. This campaign embraced the belief that their sparkling water comes from the purity of nature, straight from mother-earth. This emotional connection resonated with consumers who are more health-conscious and want an alternative to soft drinks. Other premium bottle water brands followed suit with images of purity, youthfulness, healthy and natural. Water can’t get any better than this unless you turn it into alcohol. Here’s more on Emotional Branding.

Power of Convenience

A brand must be easy to buy – when and where you want it – ideally everywhere. Not unlike tap water. Remember the days of drinking fountains? We though they were convenient – if we could find one. But it was like drinking from a water hose – only one quick sip if there was a line-up.

The biggest growth development in the bottle water industry has been the mass distribution systems. Dominated by the same companies that have covered the world with sugar water like: Coca-Cola (who has such popular brands as Dasani and Glacéau smartwater), Nestle (who has all the water champs such as Perrier, Pure Life, S. Pellegrino, Deer Park and Poland Spring) and PepsiCo (who has Aquafina).

Where is Evian in the distribution mix you ask? In 2002, Evian signed a distribution agreement with Coca-Cola Co., Inc. which ended in 2014. Then Evian found new wings with distribution partner Red Bull. And Fiji Water? Dr Pepper Snapple Group website states that they distribute Fiji Water in various territories.

Power of Fame and Attention

Getting people to pay for a free commodity like  water is hard work. It takes a great deal of investment to build a distinctive brand. Successful brands need big bank accounts to ensure the advertising messages get noticed and the brands stays top-of-mind.

Back in 2003 ( an article in The New York Times) TNS Media Intelligence/CMR estimated Aquafina spent $24.6 million and Dasani spent $18.8 million on media, while Evian spent only $800,000.

Ten years later, Evian is still spending around a million in measured media annually according to Kantar Media . Over the years, Evian has lost market share to the more aggressive competitors, sitting in 3rd place behind Fiji Water and Smartwater. Eric O’Toole, president-GM at Danone Waters North America (parent company to Evian), contributes the brand stabilization in recent years, in part, to the launch of the Baby & Me advertising effort. Great creative never hurts if you can’t afford to advertise year-round. See more on Creativity.

 

The soft drink industry is notorious for using celebrity endorsers to help push their sugary drinks (check out a partial list of famous celebrities and soft drink brands). The top bottle water brands use the same branding tool to build credibility and gain the coolness factor. Evian has used Maria Sharapova, the young and popular tennis champion. While the elite Fiji Water has uses the former James Bond star Pierce Brosnan. Glacéau smartwater has used actress Jennifer Aniston to create a buzz around their relatively new brand.

A Memorable Story

Great brands always come with a great brand story. Many bottle water brands have great stories that would put National Geographic to shame. My favorite is the Fiji story or as some say the Fiji myth. Fiji Water, natural artesian water bottled at the source in Viti Levu (Fiji islands). Its a leading premium bottled water in the United States and fastest-growing worldwide. Here is their story of the world’s finest water. It should be for the price of $3.50 – 4.00 per litre (3 times the price of gasoline). For more on Storytelling.

 

Stunning Design

Water has no distinct taste, no unique colour, and no smell. All water feels wet – physical there is no difference from one glass of water to another, so packaging is king. If nothing else is going to sell you, it must be the memorable packaging. The packaging must fit the great stories and celebrities who would never drink it, if it didn’t look good.

Packaging can help define a brand experience. Do you remember the first iPhone, iPad or iPod you unwrapped from its packaging? The simplistic and beautifully designed box with everything in its own place – clean and white. A perfect brand fit.

 

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Since 2008 Evian has been working with some of the world’s most prestigious designers to create a limited edition bottle each year. Evian has worked with such creative artists such as Diane von Furstenberg, Paul Smith, Christian Lacroix, Jean-Paul Gaultier, Elie Saab, KENZO and most recently with Alexander Wang (2016 limited edition bottle). Former zone director for the Middle East & Indian Ocean for Evian, Elias Fayad explains the limited edition concept: “Our water is untouched by man and perfected by nature, so we attempt to give the bottle an artistic expression.” In a September 9, 2015 press release from Evian, they explain each collaboration as “a renewed celebration of purity and playfulness and a reinterpretation of evian’s spirit through art and design.” I have to remind myself that we are talking about a simple natural resource that can be found anywhere on the planet – water.

Dreams or Nightmares in a Bottle

Water is living proof that anything can be branded and can be elevated from no value to high value with sufficient investments. It is through these investments and the ability to create a strong brand image that brand value is achieved. In essence, consumers are buying dreams in a bottle. Dreams to be on a pristine tropical island or a youthful energetic baby once again. Stories of spiritual purity, blissful health and a fountain of youth – the water of life. Potentially over $200 US billion worth.

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But there is a dark side to this story. While dreams are created and value generated from the replenishing resource, there is a social cost. Today, Wikipedia lists over 144 bottled water brands, and from the statistics, the market continues to grow. The Pacific Institute, which conducts research on water use and conservation, has estimated that bottled water is up to 2,000 times more energy-intensive than tap water. It is estimated that in 2006, U.S. bottle water consumption used the energy equivalent of 17 million barrels of oil and produced over 2.5 million tons of carbon dioxide – in one year. There’s also the worry that we are shifting water consumption from one region to another, creating an imbalance with consequences to our planet and to our future.

Just because we have the ability to create formidable brands to extract more value, it doesn’t mean we should. As marketing and brand experts, it’s important we use our craft wisely. We must balance the benefits for the consumer, society and environment. We must be careful on how we use the power of the brand.