What’s Your Favorite Color?

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:

Orange – energetic, excited and hungry (wonder why Weight Watchers used the Orange Monster as a brand character? http://www.youtube.com/watch?v=49WjrRJ_DLw)

Blue – calm and serene

Red – intense emotions either of love or anger

Yellow – cheerful and happy

Green – free, fresh and natural

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:

1. Red
2. Yellow
3. Blue
4. Green

Now, think of a color for each of these brands:

1. Pepsi
2. Campbell’s soup
3. McDonalds
4. 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.

Hi, my name is Kassandre (in short, Kassie) and I am the newest Brand Manager here at Brand Iron. I hail from Madison, Wisconsin and yes, I do like cheese, own a Cheesehead, think brats provide a great source of happiness, and feel any winter day above 20 degrees is a heat wave.

Before trading lakes for mountains, I lived in Europe and South America, experienced my first Heli Ski Trip, and discovered my innate favoring of the right side of my brain. I took my first job out of college with a food marketing and advertising agency in Minneapolis, MN, combining my love of food and creative story telling (about said food).  I got my fill working in production, media relations, traffic management, and account services. With my never-ending quest to learn more, I took my shiny new skills to Target Corporation and learned that there can never be enough training on what to do if pirates take hold of your shipping vessel. I am not lying. While at Target, I worked in strategic sourcing and imports. Right off the bat, Target hit the bullseye and positioned me in the Ready-To-Wear clothing team, and then the shoe team. I oversaw the entire import process from sourcing the vendor, analyzing sales trends, planning and purchasing, to shipping products safely to Target stores without any trace of Captain Morgan.

Deciding not to endure another indescribably cold mid-west winter, I packed my boot-bag and skis (and a few other items) and made my way out-west. I fulfilled a lifelong dream of being a ski bum before rejoining civilization at Daniels College of Business earning an MBA in integrated marketing and brand management. During my two years as a student, I competed and won the Race & Case Competition, consulted with a local marketing firm, and came across a company that believed in the power of branding as strongly as I. Enter, Brand Iron.

I am beyond excited to be a part of this creative bunch of engaging, intelligent people and look forward to telling the gravitating brand stories of our clients!

So if you have not already, stop by, say “Hi!” and bring me some cheddar!

In recent years we find ourselves working more and more with companies who seek additional capital, whether to elevate to a new level, go public or fight through the cash crunch.  Regardless of the reason they are in need of raising capital so they can successfully grow their business.

Businesses in need of operating cash sometimes seem to take a very aimless approach to raising money.  Even the idea of creating and shaping a successful brand is an afterthought until cash is in hand.  The prevailing thought among business entrepreneurs is to raise money first, then build brand second.

But our experience as brand consultants has proven that these efforts must, at the very least, run concurrent.  Below are nine critical steps to fundraising success:

1)     There must be a clear and concise vision in place for the company.

2)     You and everyone else within the company must clearly understand the business goals, both short-term and long-term.

3)     A clearly defined plan must be developed on how the new funds will be utilized.  Have a game plan in place.

4)     Understand how you will demonstrate return on investment (pro formas).

5)     Company leadership should understand and agree on how the company competes in its space, how it is different and better from competitors, and a core understanding of the brand position.

6)     Paint the vision for the team.  This step focuses on creating the internal brand.  Ensure those associated with the company are on board.

7)     As your brand starts to evolve, focus on how to make it sexy and how you will “package it” for success.  It is here that the brand comes alive.

8)     Champion the Brand!  A key to growth and raising business capital is employing a leadership style that demonstrates a contagious passion.  One that quickly spreads to others within the organization.

9)     Sell it!

By considering these points, you and your company will be in a much better position to cultivate the growth capital as well as understand what your brand is and how and why you’re better than anyone else so you can get to the next level.

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.

Here is a link to the Forbes story

Answer Key: 1. DaBeers – 1944; 2. BMW – 1971; 3. Nike – 1988; 4. Avis – 1963; 5. MasterCard – 1997; 6. Verizon – 2002; 7. Timex – 1954; 8. Chevy – 1991;  9. M&Ms – 1954; 10. Hallmark – 1944

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.”

-Jim Miller

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.

Written by Josh Barker, Brand Manager

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.

-Tommy Hummel

As it officially becomes summer and the swimsuit suit season arrives, let’s look at a rebirth of a classic surf brand icon.

To begin, I must explain a little about my background. I grew up about a mile from the beach in Carlsbad, California. As far back as I can remember, we would ride our bikes down to the beach and spend the days of summer soaking up rays (pre-sunscreen days), catching waves, playing beach volleyball, tossing the Frisbee around and yes, girl-watching. I was a surf rat. I worked at a surf shop in Oceanside, California which was then called Hobie Oceanside, and has since been renamed Surfride. I grew up on brands such as O’Neil, Gotcha, Quicksilver, O.P. and Reef. My first job out of college was as a rep for several of these companies.

As a rep I learned early on that many of these brands were using sex to sell their products. Beautiful women in bikinis became a central feature of surf posters displayed in stores and on surfer boys’ walls. It had become a way for companies to make a name for their brand and to sell their product, and one of these famous surf companies did just that to stand out from the rest. Reef designed a marketing campaign that would change the face of “bikini girl marketing,” putting their models in tiny thong bikinis which they coined the “Reef Girl.” And what do you know; the idea of women in thongs was so outrageous that literally overnight this little flip-flop company became a world-wide brand. It catapulted them and their brand above the rest. From posters to calendars to bikini contests, Reef girls became the signature of the Reef brand.

After years of success in the surf company industry and wide spread popularity of the Reef brand they felt that Reef could survive without the marketing ploy of the
Reef Girl contest, and were confident that the Reef brand could stand on its own. Did they know they were cutting off their nose despite their face? The Reef Girls were such an important piece of the Reef brand, it had become their signature, and in a way it had become their brand. With the disappearance of the Reef Girls came the drop in sales for the company and Reefs marketing presence dissipated as other surf companies jumped at the opportunity to show off their own brands. Well, it wasn’t long before customers, dealers, and young boys came clamoring for their thong bikini babes to return on calendars, posters, and pictures on the website. And yes, for the Reef Girls and their bikini contests to return as well.

Following a two year hiatus, the Reef Girls returned. So is it coincidence? Could the brand and its products stand on their own without the wildly popular thong bikini stunt? Is it that the timing of repositioning their brand beyond a marketing stunt and the recession created a “perfect storm”? Is it because they listened to customers, dealers, and young boys around the world and relented to pressure? Or is it that this little marketing stunt which helped to propel their brand into a world wide recognizable one may have actually been a good idea in the first place?

Whatever the reason, they’re back and you can vote for your all-time favorite Miss Reef as well as enter to become a judge at the next Miss Reef bikini contest in Panama at http://www.surfline.com/surf-news/bikini-contest–win-reef-bikini-girl-trip_27263/. As for me, I am positive the return of the bikini thong girls will be driving tons and tons of traffic to their web site and creating quite a stir as well as helping to sell tons of flip flops. I’m also crossing my fingers that I win that contest!

by Michael Doyle, Brand Iron President

Every day we are reminded that we are in a recession…the countless news reports, articles and blogs remind us constantly about how to cut costs to assure survival during these tough economic times. As a struggling citizen of our latest societal problem, I couldn’t help but think “how did we get here?” In my lifetime as a working professional, I could never recall any economic times as tough as they are today. In fear that my generation may have to experience similar hardships as the Great Depression, I started to research more about how people (more specifically businesses) were able to prosper during that time. And what I started to discover was amidst all the negativity, we are forgetting what made some companies even more successful as a result of the Great Depression.

No doubt during “normal” economic conditions, companies wouldn’t dream about cutting their marketing budgets, so why should we stop now? In fact, since most companies are cutting their commercialization, wouldn’t now be the time to get your brand noticed while most of your competitors have gone silent? Additionally, wouldn’t you want your brand to be perceived as stronger than your competitors? Ironically the companies that advertised during the Great Depression became even more successful, once spending finally did increase. Their “staying power” actually gave the public a reason to be loyal to that brand and they came out on top while their competitors tried to gain lost ground. The common denominator among companies who persevered during the Great Depression: they did not decrease their ad spending. Therefore, those businesses who actually tried to save money and stop advertising, actually wasted the brand building dollars they had previously spent.

You could say I’m biased because I’m in marketing or perhaps that I’m overly optimistic, but with companies such as GE, Disney, HP and Microsoft all emerging out of recessions, perhaps we should all be reminded of the advertising and marketing history lessons of the past. What businesses fail to realize is, that even in recessions, people still spend money, they just look for better deals (and appreciate it more) when they do. Therefore saving money by cutting budgets in a down economy doesn’t automatically lead to successfully surviving a recession…especially if you’re not looking to stay top-of-mind of the consumer! 

Written by Rebecca Watry

I woke up the other day and was watching the news and I heard the newscasters talking about something called H1N1 and how it is spreading across the United States. My first thought was, “there another pandemic like virus in our country?” This new term caught my attention and I started to listen to what they were speaking about more closely. I quickly put two and two together and realized they were talking about “Swine Flu”.

So, why the new name? Right…

It turns out pig farmers of America have some media pull. Because of the uneducated general public’s fear for “Swine Flu” and the misconception you can get it from eating a pork product, people all but stopped buying pork products. The Swine Flu has been re-branded by name only to H1N1. I did look it up and it is a medical term for subtype form of influenza A better known as the “flu”. I still think H1N1 sounds just as scary.  Now I am not saying that H1N1 is something to not be worried about; it could still turn into a major pandemic.  I wanted to bring up that pig farmers in this country are seeing the effects of a branded name for a virus, which ultimately had an effect on sales.

This reminds me of a dietary supplement that was wildly successful in the 1970’s to mid 1980’s. The product was called “Ayds”. It was a supplement that was supposed to reduce your sense of taste to curb poor eating habits. Ironically around the same timeframe, just around the mid 1980’s the HIV virus and AIDs was largely becoming a social issue. The avid AIDs awareness in the media and public was the start of the down fall of the “Ayds” supplement. The company did not re-brand itself by name and clearly stating that this product is in no way related to the life threatening disease. So the Ayds product quickly stopped selling and eventually the product stopped being produced.

Luckily the pig farmers in this case spoke up to have the media change the name of Swine Flu. Now they should actively campaign through commercials and other media outlets to educate the public that pork could in fact help prevent H1N1 by keeping you level of protein up in your body keeping you healthy which in turns helps your immune system. Just a thought.

Written by Mike Slife