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.
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.
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.
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.”
Twitter Co-founder Biz Stone stated the other day “Twitter isn’t for sale. Although an IPO may be an option in the future, who knows.” He then went on to say that “we need to create value for our users/customers before we can create value for ourselves.”
Reading this article it struck me that not only do I love this guys name, I also love his view on creating brand value. He understands that if you create value and loyalty among your customers, you are creating company and brand value. I also respect Mr. Stone’s view because he understands this business value has to generate actual dollars sooner or later.
Beyond understanding what product or service we are selling, we all need to understand how we can create real customer value and actual/tangible results. We also need to grasp how we tie in the brand recognition with the revenue generation that is going to create leads, which will turn into real dollars and value that our companies are going to benefit from.
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.
Similar to meeting someone new, a business has a short amount of time to make a good first impression. And once that perception is created, it is difficult to reverse.
When a potential client sees your website, ad or collateral piece, you have about five seconds (maybe less) to help your target audience form an opinion about your company based on what they see.
Even before a prospective client begins to read about what makes you better than the competition, they have already formed an idea about your company. Consistency of imagery, color usage and font choice can make a big difference in whether or not a possible client feels compelled to find out more about your business.
Some of the first impressions an individual may have after looking at your brand for the first time are: whether or not your brand seems relevant; whether the company appears competent in your industry or not and if it shares the same values as the potential client.
After a first impression is made, your brand could fall into a few categories for prospective clients:
• Your brand doesn’t match the relevancy or their values they were hoping to find and is therefore not considered.
• Your brand connects with the potential customer on some level and makes it to the short list of possible brands to reach out to.
• Your brand connects with the client on a deep level, making it the ideal candidate. (Sometimes a brand can be too expensive or represents an ideal the company aspires to, but is not yet ready to implement. This can put the brand on a pedestal- but it may not be the right timing.)
Does this mean your brand only gets one shot to make a connection to potential clients and customers? Of course not, but the first impression is an important one, and if done right, you may create a curiosity that drives them to learn more about your company.
So what do you do after you’ve created a great first impression?
Keep reaching out– keep talking so that when the time comes, your brand is top of mind. Research tells us it takes 7-12 “touches” for your brand to become recognizable and to be one that your target market will think of.
While a first impression is incredibly important, the thing that can make a bigger impact is the lasting impression. Here are some things to think about when trying to create a solid lasting impression for your brand:
• Do you deliver on your promises?
• Do you have superior customer service?
• Do you exceed the expectations of your clients?
• Are you consistent? Does your brand and all the supporting materials match what your company is really about?
• Are the client-facing individuals in your company “champions” of your brand?
The ultimate goal is to give the impression you want. Hook your potential customers by being relevant and offering something that no one else in your space does, give them a great experience and make sure you’re consistently reinforcing the story of your business’ brand. If you’re going to make an impression, take control and make a good one.
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.
