For the last several months I have seen this building rise up in the south of Denver, in a prime location right next to the freeway and Light Rail line. In the last short while, that building has become a big, branded box – bright blue with touches of yellow. This last week, a huge branded sign finally appeared to announce just what this box/building was.
I have known for a while just what this building was to be. Now branded, everyone who hadn’t previously heard the rumor is finally in the loop. The conspicuous location, the giant sign, and the template-design of the building really signify that the owners of this bright-and-shiny, big, blue, branded box get branding.
Opening a store in a new market has become a science for this company. While specific regulations might vary, the company knows what it needs to do to get approvals for a sign and building of this magnitude. Both of which vastly dwarf other retailers nearby. Check out this clip covering the installation of the massive sign that has now appeared: http://www.9news.com/rss/story.aspx?storyid=189026
Despite complaints from some who are calling it an ‘eye-sore,’ this sign and the big, blue box beneath it definitely get attention. Talk about creating buzz to tease an opening – these guys know how to do it.
And it’s not just the sign. Even before inking the real estate deal, rumors of the company coming to town caused a stir. With its near-cult following, I wouldn’t think it’s a challenge for this company to generate excitement among consumers in any community they come to. In all mediums – underground, word-of-mouth, and traditional – the market-entry process earns the company media every step of the way. Its expansion strategy and branding formula is the mark of success.
I happen to like the idea of an international retailer coming to town. (Another is rumored to be coming to the Pavillions.) Introducing big brands like this helps put Denver on the map. It pulls in consumers from all over, it contributes to the economic growth of our city, and this time, it’s nicely branded in a beautiful, big, blue branded box called IKEA.
Minus the long hair and leather pants, today seems a little too much like the 80’s if you ask me. It was the time where being rebellious was “cool” along with listening to “the devil’s music” and smoking cigarettes after school. Today’s cigarettes and devil’s music are still around; they’ve just changed a little. Today its racy television shows and gory video games that are making parents cringe. And the more the parents seem to cringe, the more the kids seem to watch, buy, and play.
Advertisers are using this to the fullest extent. The popular video game DeadSpace2 has built its entire advertising platform on the slogan “your mom will hate this”. And television shows are using movie like ratings PG-13 and R as a bragging right instead of a warning. So why the big move towards “rebellious” advertisements? It seems the more outrages the ad or promotion, the more controversy. And controversy means people are talking about your product, service, goods, etc. and that’s exactly what advertisers want.
Check out this Redbull ad which blatantly advertises one-night stands and “hook-ups” with multiple people. Do you think it’s appropriate? Does it make you want to drink a Redbull?
Another TV spot getting some major attention is the MTV show Skins, based off of a British teen show, the new hit is causing quite a stir among parents as it depicts “the life of real American teenagers.” The controversy might have something to do with the fact that these “real” teenagers are drug addicts, alcoholics, party-animals, and law breakers. So would you let your kids watch this? And if you told them they couldn’t do you think they’d find a way to watch it anyways?
The bottom line is it works – this is nothing new, we saw it in the 80’s with rock and roll, we saw it in the 90’s with sex and today is no different. If you tell kids their parents will hate it, or don’t want them to see it, it makes them want it more.
Have a comment? We’d love to hear from you! Let us know what you think about these new ad’s and the impact on kids.
A few months ago Forbes Magazine coordinated with a group of chief marketing officers and advertising executives to compile a list of the 25 best-ever advertising taglines. Not only are the results of their compilation memorable but it goes to show that the best taglines are those that truly span generations.
In reviewing the list of top 25 taglines, what struck me the most was how long ago some of the taglines were developed. Here is a look at some of the most memorable taglines. See if you can match the tagline with the year they were introduced (answers below):[column width="65%"]
1. A Diamond is Forever (DaBeers)
2. The Ultimate Driving Machine (BMW)
3. Just Do It (Nike)
4. We Try Harder (Avis)
5. There are some things money can’t buy…(MasterCard)
6. Can you hear me now? (Verizon)
7. It takes a Lickin’ and keeps on Tickin’(Timex)
8. Like a Rock (Chevy)
9. Melts in your mouth, not in your hand(M&Ms)
10. When you care enough to send the very best(Hallmark)
[/column]
[column width="30%"]
A. 1997
B. 1963
C. 1971
D. 1944
E. 1952
F. 1991
G. 1988
H. 1954
I. 2002
J. 1944
[/column]
[end_columns]
There is no simple formula, of course, for creating a powerful tagline but as you can see in almost every example above, it must be direct, authoritative and differentiating. At Brand Iron, for example, we know it resonates when we tell people we do two things: We Forge Brands and Drive Revenue. It’s powerful, direct, authoritative and its sets us apart.
I’m sure you’ve already noticed that Brand Iron recently launched a new website. But why???
Actually, I was asked a great question yesterday: “How do you know when it’s time to redo your website.”
There are many reasons to update your site: refresh graphics, add functionality, restructure navigation, add a call-to-action – but the main reason we updated our site was because the message didn’t accurately reflect the high level of support we provide our clients.
Our previous website didn’t communicate the true value we were delivering to our clients. Yes, we still do websites, we still do PR, we still do corporate IDs – but we do those things as a part of an integrated plan to help your business succeed. We have also developed new programs for developing brand champions, helping companies get acquired or go public, raising capital, etc.
We help our clients determine the activities that will make the biggest impact to their bottom lines. We take a holistic look at their brand and company – and help them forge the plan that will make them competitive in their market. Brand Iron works with our clients to drive short- and long-term revenue while identifying the activities that will make the biggest impact.
If your message has changed and you need to reposition yourself in the market, contact Brand Iron today. We’ll help you develop an integrated plan to drive short- and long-term revenue to your business.
This past week I was in California for some wine tasting and a wedding (sounds fancy doesn’t it?). Cruising around California’s wine country in a limousine was the most unlikely of places I expected to realize the power of branding, but as we veered through the valley I looked to see the famed Opus One Winery. Opus One is a winery famous for both its esteemed creators Robert Mondavi and Baron Philippe de Rothschild, as well as its premium priced wine. To be successful selling its fancy wine at about $300 a bottle, in a valley housing 500-some wineries, they have to be doing something right and I think it’s safe to assume much of it is brand power. I mean sure, it helps that the owners have already branded their own famous wine labels, but clearly a little branding goes a long ways.
Everything from the architecture of the building (which literally rises out of the ground) to the labels on the bottle describe their unique and “upper-class” creation. The winery is meant to mirror the wine – “a meeting of new and old world aesthetics”. In 1984 when the 1979 and 1981 vintages were unveiled, Opus One became known as America’s first ultra-premium white wine. This milestone set the tone for an expensive winery to make its mark in the industry.
The association of aristocracy and exclusivity that the winery has created around their product draws people to simply drive around the property so they can brag they’ve been there (guilty as charged). But even more amazing are people visiting the winery to taste one measly glass of the Bordeaux blend for a hefty penny and an even bigger lump of change to purchase a bottle or case. While many of the mid range wines in Napa Valley have struggled to fill shelves in a tough economy, Opus One continues to thrive as an exclusive winery, as well a popular tourist destination.
During the rest of my week long trip there I noticed many other ways wineries tried to differentiate themselves from the competition. They utilized their labels, décor of tasting rooms, cheese and chocolate pairings with wine, unique wine glasses and most importantly their names. One of my other favorite places was Fleury, a small winery that only sells their product in house and bottles only a few thousand cases a year total. Their distinctiveness and brand differentiation could be found in the name of their most popular wine “F-in Red”. You have to love a little humor in the midst of so many literal wine names like Maple Vineyard Zinfandel or Late Harvest Riesling.
If you think branding is about flashy logos, being trendy and unquantifiable results, you are dead wrong. Branding is about winning, producing tangible results and reaching both your personal and corporate goals. Here are a few qualifiers on which you can measure your brands success and see those results.
#1 Branding is about owning your space in the marketplace and being the #1 brand whether you are a consumer product or a service company. Winning in your space means you will be the most frequently sought out brand in your industry.
#2 Branding is about quantifiable results which allow you to see an actual increase in the number of leads generated, greater number of overall sales, increasing revenue and ultimately more profit towards the bottom line. These results are not just for the company, they’re for your entire executive team who will also help you to reach your personal goals.
#3 Branding is about winning the hearts and minds of your employees. I call this Internal Branding. It is so important to have everyone within your company understand your brand, your position, your value proposition and how to make it a great brand experience for your customers. Communicating the brand message to the marketing team, the sales department and the operations team will help your company deliver on the brand promise and produce results.
#4 Branding is about gaining market share, expanding into new markets and regions, and increasing your brand recognition both locally and globally. This includes introducing new product lines, expanding service areas and allowing you and your company to grow as experts in your field.
#5 Branding is about being the go-to resource and the expert in your space. As an expert you will be the one the media calls on for information regarding your industry. Your company will be the one they follow and write about. Winning also means staying ahead of your competition and having other companies strive to emulate your brand and be like your company.
Beyond the look and feel, branding is about winning and producing results, it’s about branding and positioning the company and yourself to reach your bigger picture goals and objectives. A strong brand has the ability to help your company get to the next level, raise capital for growth, go public, and maybe even get acquired so you sail off into the sunset….
Today’s economic climate and growing market competition create major challenges for businesses of any size. As business pressures mount, it is proven that stronger brands have better success weathering storms. Being able to differentiate, demonstrate value and cultivate meaningful relationships with customers is critical to long-term success. In other words, “Brands are the express checkout for people living their lives at ever increasing speed,” says Brandweek.
But businesses who work hard to create strong brand value sometimes fall into the trap of thinking the work is done. Protecting and defending your brand can prove to be just as valuable as building it. “Reputation Management” is a necessary component that must be part of every company’s strategic, long-term plan.
Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it.”
The formula for potential disaster is simple: Surprise creates uncertainty, uncertainty leads to distrust. Any sort of distrust in business is a threat to your overall viability. The “crisis” may be an allegation, an accident, a lawsuit, an investigation or a media inquiry. Companies that are prepared to deal with the unexpected are in a better position to maintain their reputations. In many cases, preparation and the ability to respond quickly can minimize the depth of a crisis.
Preparation and crisis communication planning involves many aspects. It should include the development of protocols, procedures and rapid response action steps. It should address the proper chain of command and identify those who may be designated as spokespeople. It should define the various target audiences (including your employees) to whom communications would be delivered and the various methods or sources for how it would be delivered.
“A reputation is an incredible asset, one you can’t appreciate until you lose it,” said the former CEO of Waste Management, Steve Miller. “And when you do, every aspect of business gets harder and more costly.”
You can’t ignore that fact that business has been down the last several years. The question is what can we do now? Today is perfect time for businesses to brand and position their companies for expansion, growth and a possible acquisition. Having gone through two major recessions over the last 10 years, money has been next to impossible to come by for many businesses and mergers and acquisitions have come to a screeching halt. With this current recession ending and the dot com bust becoming a thing of the past, many business owners want to build up their businesses and cash out.
The best and most effective way to get acquired is to brand and position your company for growth, expansion, increased revenue and profits which will in turn lead to increased business value. Now is a great time to gain market share because a lot of businesses have been hammered by the recession and many don’t have a lot of cash to finance branding, marketing and expanded sales efforts, thus making it great time for you to take advantage of weakened competitors and gain market share.
Branding and positioning your companies to own your space in the marketplace, by defining key differentiators and an easy to understand brand value proposition allows people to understand how and why you are better than the competition and why they should buy your product or service.
Don’t waste any time or allow your competitors to grow and expand before you do. Brand and position your company and prepare yourself for an acquisition that will set you up for life. Get started today.
-Michael Doyle, CEO and Brand Champion
Re-branding can be just the shot of adrenaline your company needs to stay competitive, relevant and modern. Adapting to the times – and presenting yourself in the best light possible can lead to big changes in the way your target audience perceives your company.
We wanted to show you some recent samples of our re-branding work. The examples below different greatly in industry, but share one important trait: they all felt their current brands were holding them back from reaching their full potentials.
CapitalValue Advisors
CapitalValue Advisors, sometimes known to their clients as CVA, wanted to integrate a standalone icon with their type treatment. In the future, they wanted the ability to use only the icon, but in the meantime, did not want to alienate clients and prospects who knew them as their full name, CapitalValue Advisors.
Forensic Laboratories
Forensic Laboratories has made great strides in their business in recent history. To capitalize on their business growth and increased national and local attention, Forensic Laboratories needed an updated brand to communicate not only where there are – but where they were headed: the best drug testing laboratory in the U.S. and industry leader in accuracy, technology and expertise.
MPEG LA
As the world’s leader in independent intellectual property patent pools, MPEG LA needed to communicate their leadership within the industry. One thing the client wanted to preserve was the red/green/black color scheme of their old logo.
The icon, which can be a stand-alone identity piece, symbolically communicates the value MPEG LA brings to its patent users and holders: making something great from the combination of many pieces.
Contact us today if your company needs to address its brand – whether visually (as demonstrated above), readdressing your sales, marketing and operations process, or leveraging the value of your current brand to drive more revenue.
Not many of you know, but Michael Doyle participates in various speaking engagements all around Colorado. As a brand strategist, Michael speaks on a variety of topics including: Building Brands that Drive Revenue, 10 Steps to Building an Effective Brand, How does your Brand Stack up? A Holistic Approach to Measuring a Brand and Maximizing your Brand through Social Media Marketing.
In an effort to get the word out, Brand Iron is excited to announce the launch of a new site promoting Michael’s excellent speaking capabilities. This new site gives us more opportunity to feature Michael and how he has been shaping successful brands on national, regional and local levels for more than 20 years. Go to www.michaeldoyletalks.com to see what Michael is about and what his speaking expertise can do for you or your brand.
To learn more about Michael Doyle, Brand Iron and scheduling him as a guest speaker, please visit www.BrandIron.net or give our team a call at 303.534.1901.
