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.
Most of us have a favorite color, all of us know what color our mother thinks looks best on us (and which colors look horrid) and consciously or not we all associate certain feelings with certain colors:
Our eyes absorb light, convert it into a form of energy and allow us to see color. The way that people feel or react to certain colors, or why they choose to favor one color over the next, alludes to how it makes them feel. Scientists have studied this energy for years to understand how certain colors affect our moods, health, and thought-process. And it’s a good thing they have because color has the ability to condition an action, for example (and for effect), consumer buying habits. In layman’s terms, the color of a product or a brand can encourage or dissuade a sale.
Let’s do a quick mind test. Think of a brand for each of these colors:
Red
Yellow
Blue
Green
Now, think of a color for each of these brands:
Pepsi
Campbell’s soup
McDonalds
Gap
I bet that when you pictured each brand you immediately knew how you felt about that brand, if you liked it or not. In some cases, you may have remembered the last time you enjoyed a warm bowl of tomato soup or how you could really go for a cool refreshing soda right about now.
The color of a logo, website, package, etc. is the first impression that is remembered and registered by consumers. It will be the color associated to the brand. If the color sends the right message and invokes the right feeling to a consumer, the company may encourage a sale and a brand ambassador. There’s good reason why brand management is occasionally referred to as the study of science and art. To have a successful, lasting brand, it takes more than listening to the customer, it takes understanding their emotions and how those emotions trigger their purchasing decisions.
So the next time someone asks you what your favorite color is, know that they may actually be reading a little farther into your personality.
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.
After reading my previous blog entry, you’re probably thinking I’m a raging cynic. However as opinionated as I am about terrible brand campaigns, I am equally passionate about the positively awesome ones. Many ad campaigns fly under the radar because they are neither ground breaking nor painful to watch. It’s always the particularly great and exceptionally bad campaigns that get attention. So, in this blog I will show you my optimistic glass-half-full side.
Dos Equis
I have to say, Dos Equis has really done a fabulous job with their Most Interesting Man campaign. Coming into the campaign’s fourth year, Dos Equis has truly developed a brand figure that communicates sophistication, class, elegance and smoothness. There are generally two types of ads: one features the man in a bar environment giving advice or opinion about various subjects, and the other features a narrator describing the man’s distinguishing, but frequently absurd, background. Not only does it cause the Dos Equis brand to shine as a premier beer, but this particular spokesperson makes the brand and product unforgettable in an already saturated market. “The Most Interesting Man in the World” really is everything a spokesperson should be: entertaining, captivating and engaging. Take a look at a couple of my favorites:
One of the first ads aired back in 2007:
His commentary on the art of being a Wingman is genius:
My hats off to the good people at Dos XX, who crafted such a relevant and likeable spokesperson. Humor can be one of branding’s most effective tools, but only when it is strategically aimed at a target audience. These guys nailed the development of a brand figure that positively represents the brand and communicates taste, smoothness and value.
Old Spice
Old Spice has been keeping men smelling fresh for 71 years. A seemingly “grandpa” brand did a one-eighty with their new campaign this year. Leading this improved ad crusade is their new spokesperson, The Old Spice Guy. He’s a television an internet phenom who’s got girls running out and buying their men new deodorant. Recognizing their old branding needed retirement, Old Spice openly compares their old look with their new packaging, which was apparently “forged from molten awesomeness.” Being such an established brand, Old Spice wasn’t in any danger of falling off the shelves, but they definitely shot themselves to the top of the deodorant world. It really is an updated look with the same message they’ve had for generations: class, physique and eloquence for the real man.
Won’t we all be as smooth and blatantly remarkable if we wear Old Spice? Not only have they created hip, off the wall ads with a hot spokesman, who has impeccable comedic timing, but they have constructed an entire viral video campaign to back it up. The Old Spice Man has been answering (in a towel no less) fans’ questions via Twitter and Yahoo.
Old Spice has done a phenomenal job attracting and interacting with a wide range audience. Most importantly, they created national buzz and attention for Old Spice, a brand as old as the hills that’s lay dormant for far too long. Welcome back to the game Old Spice.
Kia
I probably didn’t give hamsters a second thought before Kia Soul Hamsters made their way onto my television. It isn’t because hamsters are on the lamer side of the rodent family, but because using them as the spokespeople (or animals) for a car company is totally off beat. Kia came up with a way to advertise their inexpensive boxy cars, or toasters as many of their loyal owners have affectionately called them, as fun and hip. These are adjectives that were not typically associated with Kia’s products prior to this campaign, check it out.
When the first “a new way to roll” campaign caught the attention of pop culture, Kia seized the opportunity to ride the viral commercial wave. So they did what any smart company would; they conjured up more ideas. Here is an example of the newer/hipper commercials that have been airing more recently:
Whether you think the hip hop hamsters are brilliant, or just find them to be completely creepy, you notice them. Kia has truly succeeded in bringing attention and revenue to a brand that was flying pretty far below the Toyotas and Volvos of the industry.
Brand campaigns like the ones detailed in this blog are the reason I started my own branding firm. However, being in the industry as long as I have, I learned how to spot the good brands, as well as the bad. It’s important to celebrate success, but point out failure as a means to learn and grow as a company and brand.
Lately, I can’t stop thinking about good, bad and sometimes ugly brand spokes figures in today’s media. Some of my favorite ad campaigns are smoother than your very best wingman. However, I’ve observed a few commercials that offer up some pretty hokey spokes figures that have me flipping the channel just to escape their cheese.
Let’s take Car Fax for example. I really used to enjoy their commercials, especially the one featuring a grandma trying (unsuccessfully) to back her car out of the garage, all while destroying all the contents. That was an undeniably funny spot. How can you not laugh out loud at this old commercial?
My question is, why did they think they had to develop an ultra lame brand figure? Check out the new fox:
I understand the need for the development of a brand figure to positively represent your brand. But…a Car Fox? Are you kidding me? The Car Fax Car Fox? No explanation, no cuteness, no redeeming brand attributes or values, no good old fashion funny spots like their former thirty-second gems. I honestly have no clue as to why their executive team OKed this bizarre puppet as brand spokes person. Can someone, anyone, explain this please? To me this seems like a lame attempt to associate your brand with a random figure so you can say you tried. It feels like there was no real thought or creativity put behind the campaign. Car Fax, I implore you: is a cheesy fox puppet really the best you can do?
Another great example of a brand figure gone wrong is the Bar None sock puppet. It was terribly cheesy and ineffective when Pets.com used it, so why would it would be any better now? See what I’m talking about:
Pets.com:
Bar None:
If this spot doesn’t say tired and low budget, what does? I am uncertain as to how the Bar None sock puppet conveys positive brand values or attributes. Does it even say cute, clever or funny really? No, no and no again. How original; buy the asset from Pets.com because you can’t come up with anything else better, funnier, or clever? I am also confused as to how a dog is related to auto financing; at least it made sense representing a pet supplier. Bar None, let’s go back to the drawing board.
So on the value side of the spectrum, your beer is a fringe product. Yet you are desperately trying to make it smooth and sophisticated. Even more mind boggling is the development of the brand figure/character Keith Stone. Do the head honchos over at Keystone really believe that Mr. Stone oozes smooth sophistication? Are you serious? Here is what I see:
Always smooth… really? Dude is the antithesis of smooth. Pardon my repetitive vocabulary, but this spokesman is CHEESY. When I first started noticing this guy on billboards, my first reaction was less smooth and more rough with a strong after taste. A few years ago Keystone aired a campaign that poked fun of the “bitter beer face,” made when one drinks cheap beer. Keith Stone gives me bitter beer face, and I haven’t even flipped the cap. Keith, is this really the best you could do to represent your brand?
Just like an afternoon special, there is a lesson to be learned. When choosing or developing a brand figure or spokes person/character, try creating ones that represent the brand in a positive light. It’s always best to communicate brand attributes and values with a clever and memorable character, instead of using an obnoxious representation that is cheesy, rough and has a strong after taste.
Stay tuned for a blog entry about brand spokes figures that could show Keith Stone a thing or two about “smooth.”
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.”
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.
I went shopping for a new phone the other day. I gravitated immediately to the iPhones and Blackberries. Then I moved down the line to the other phones with names I hadn’t heard of, but I had heard of the companies that built them. Finally I picked up a phone that seemed to represent the generic brand of phones. Immediately I began questioning the reliability of this product. Would I get the coverage I need? Would it break after only two months? It is cheaper, and I really don’t need all the features in the top-of-the-line model. But will I be replacing it much sooner?
Where did all of these questions come from? I’ve never read any studies comparing the quality of name-brand phones with generic phones. Nor have I seen any news reports regarding the quality of these phones. I haven’t even done any anecdotal studies with my friends comparing the two choices. All I know, and all I am basing my decision on is name recognition. I recognize the iPhone and the Blackberry, so I immediately assume they will perform better and last longer.
Now the question naturally arises, what if the generic phones did publish a series of reports detailing their superior longevity and coverage, but they did nothing to increase awareness of their product brand? I think it is safe to assume they would see a small increase in sales as a result of the few who took the time to read through the reports. This is the power of branding. Through multiple impressions placed on a consumer’s mind, a well-executed branding strategy can trump a detailed scientific study and will ultimately drive more sales and revenue.
Most consumers, myself included, do not have time to wade through scientific reports every time we make a purchase. We want to make the purchase quickly and move on to the next thing. How can we make good decisions and decisions we are happy with then? We pick a good brand and stick with it. Each additional impression further deepens our loyalty for that brand, a sort of salve for the buyer’s remorse syndrome.
I didn’t end up buying any phones that day. But I did get a good idea for a blog entry.
