“Lovemarks” is a marketing term that was intended to replace the idea of brands.
The term was coined a few years ago by Kevin Roberts, CEO Worldwide of the advertising agency Saatchi & Saatchi. Roberts claims, “Brands are running out of juice.” While I don’t entirely agree that brands are running out of juice, I do believe that the term “brand” has become so watered down and misunderstood that companies need some extra jos to reconnect with customers.
Love is what’s needed to rescue brands. This love stuff isn’t marketing “fluff.” It’s the truth and whether or not you choose to believe it is irrelevant. That being said, if you are interested in building loyalty beyond reason, if you are looking at becoming truly great; the following are key ingredients to elevating your company’s status to that of a Lovemark: Mystery: Tell great stories. Exercise your past, present and future. Tap into dreams, myths and icons. Inspire people.
Sensuality: Sound, sight, smell, touch, and taste. Excite the senses. We are sensual beings making emotional decisions. Tap into the 5 senses and you’ll be a winner.
Intimacy: Commitment, empathy, and passion. Show your customers you are an intimate person/company, and they’ll show you love back.
The difference between a product, fad, brand and Lovemark is simple.
The schema is based on respect and love.
Mere products (commodities) command neither love nor respect. Think salt. (Or Comic Sans).
Fads attract love, but without respect this love is just a passing infatuation. Transformers anyone?
Brands attract respect, even lasting respect, but generally without love. I respect Burger King, but I don’t love them. Lovemarks command both respect and love. BMW. Grey Goose. Virgin. These are Lovemarks and they’ve achieved Lovemark status by binding the holy trinity of mystery, sensuality, and intimacy.
One of the things about design that is sometimes misunderstood is that it’s more than putting a pretty cover on something. There is a great deal of thought and planning that goes into every project. Whether it’s a postcard design or branding for a multinational company, there is hours (Sometimes days…sometimes MONTHS!) of research that happens before the completed design is presented. Things like “Who is the audience?” and “What are we trying to convey” must be considered if it’s to be successful. It’s always great to see behind the scenes of a project and get a feel for the creative team’s thought process.
Design For Fun (The portfolio site of the amazing Bernard Barry) recently put up a great case study on the work that went into branding Facebook’s semi annual Developer Conference, f8. The study covers everything from logo design to signage to conference attendee experience. No rock was left unturned on this project!
This is the kind of stuff that elevates design beyond being simply pretty images. It’s informative, thoughtful and communicates confidence and competence. Take a few minutes to read through the study, it’s incredibly interesting and awe inspiring to see a project go above and beyond simple branding. (Personally I’m smitten with the printed glass tables, especially the one by Frank Chimero…a bit of a design hero of mine!)
Although I’ve never been there, I’ve always held a special place in my heart for Iceland. They devote so much time and government spending to the arts, they produce amazing musicians (Sigur Ros and Bjork anyone?) and it’s just a damn beautiful looking place with beautiful looking people.What’s not love?! I’m also married to a travel agent and as a result have seen my fair share of tourism campaigns…some great, some terrible. That’s why it was so great to come across the Inspired By Iceland tourism campaign.
Lately Iceland has been hit pretty hard. The global recession lead to some of their major banks collapsing and as if the threat of national bankruptcy wasn’t enough, in the last few months a major volcano, Eyjafjallajokull, erupted causing wide spread flight cancellations and massive damage to the country’s rural areas. So much emphasis was placed on the impact the volcano had on European air travel that people seemed to forget that it severely impacted Icelanders way of life.
Anyways, it’s great to see something as positive as the Inspired by Iceland campaign come out of all this hardship. It really shows how beautiful and optimistic the country is. The campaign successfully integrates beautifully shot videos, web marketing and interactive features like user generated stories and galleries. The Inspired by Iceland video is fantastic, showing off the amazing landscapes and the fun loving spirit of its people (beware…tiny bit of nudity…not unlike a Sigur Ros album cover. *blush)
The Website is fantastic looking (Although I do have to say the background images weren’t big enough for my 27” monitor…but that happens sometimes) and has a ton of great content and links. I love that they included a “Book a Flight” link in the top corner, capitalizing on people being absolutely awestruck by the imagery. The user generated content is a great place for people to add photos and stories about why they loved their trip to Iceland and the live video feeds of various locations around the country are a nice touch.
I love that Inspired By Iceland understood that tourism is more than generating sales for local businesses. It’s about creating a memorable and emotional connection with the visitor, one that they will never forget. All in all a really great campaign that raises the bar for other countries looking to market their destination.
I thought for my inaugural Urban Jungle post I would talk about stuff that I really like. T-Shirts, Fancy Typography, Branding and Baked Goods! Johnny Cupcakes does not, contrary to popular belief, sell cupcakes rather an awesome looking clothing line….but let’s be honest, the clothing is great, but the branding is what really gets my motor running.
Johnny Cupcakes is definitely taking the baked goods theme and running with it. Their stores look like bakeries, their print collateral looks like it’s adorned with sprinkles, and although I don’t own any of their clothing I imagine it smelling like birthday cake the first time you wear it (Doubtful, but wouldn’t that be AWESOME!!) The activity book from their LA store has some fantastic illustrations and typography and really conveys how much fun the company is.
Speaking of fun, check out the video Johnny Cupcakes made with video geniuses Kamp Grizzly. Cupcake Cannon? You betcha! Really inspiring to see a company taking their branding to the next level and being incredibly successful at it.
When one thinks of branding it is not uncommon to have logos and punchy tag lines pop into one’s head. In fact just mention the word Nike and it is almost impossible to avoid thinking of the infamous “Swoosh” and “Just Do It” tag line. However, the brand and how people associate with it truly transcends much farther; think experience. The full experience.
VANOC thinks (and intends to deliver) “the experience”...
…And that is the message we have been given by John A. Furlong himself. Be an “ambassador for the 2010 Winter Games,” be mindful of other cultures, be courteous, and smiling. Point with full hands so as not to offend. Replace Canadian jargon such as “toque”, “washroom” and “loonies” with “hat”, “toilet” and “one dollar coin”. Rephrase your communication, descriptions or directions to contain fewer words if you feel you are not being understood. But, most of all be consistent. Be the exact same brand as your other volunteer partners so all visitors know what to expect.
Where do brand expectations start?
It starts with the most identifiable tool we are given. Our look. The design and colour choice of all volunteer clothing was chosen specifically to POP. To be the most identifiable person in a crowd…and it works! I, myself, would not have made it out of the airport if not for my colleagues in blue.
We as volunteers are branded from top to toes. Touque to boots. And in a winter venue, why not? They are both functional and fashionable and unavailable to those outside our group (I’ve already been offered cash for my jacket from a German tourist). It has created instant friendship and understanding with those you pass on the street sporting the same threads. An opening for those who recognize you as new to the town. And a way for tourists to find what they are looking for instantly without worry they are getting information from someone unqualified.
Living the brand has its downfalls too.
It has placed a spot light on myself and fellow turquoise troops. With the spotlight comes a list of absolutes. A list of “must nots”... things you might forget about when you are used to living anonymously. Here are just a few:
1. The uniform must not be altered or added to unless acting as an insulation layer underneath. No other colours, styles or looks. (The main long sleeve pieces, jacket and dark colour pants must be prevalent and on the outside no matter what)
2. No other brands must be visible while wearing uniform. (It even goes as far as backpacks, gloves, and logos on shoes) Prepare to have those items covered up with tape to make them blend in.
3. Be mindful of what you say and how you react at all times. Eliminate talk about negative working experiences during ones day, frustration when someone cuts you off in line, or even meeting up with colleagues for a quick drink after shift.
It’s about being consistently consistent.
With consistency as the base of all branding goals, the above descriptions are not without warrant….just, for most of us, is without consistent practice. Well, that is as of yet. A few more days suited up in our outdoor armour and the persona of volunteer is sure to take-over. After all it is only February 5th. The games start in exactly a week. We have 16 days to shine AND 16 days to get this volunteer brand down pat!
Recently, I outlined 2 of the 5 keys to successfully creating a mysterious brand. Today I’ll outline the final 3.
3. Tap into dreams.
Dreams inspire action and action encourages dreams. If you know what your customers or clients dream, it can only mean you are trusted and loved by them. Tapping into dreams is about listening to people. Being curious. Asking lots and lots of questions. The only way to be heard is to listen. Not just keeping your mouth closed between all the brilliant statements that you make, but really listening. Tapping into dreams is a powerful way to show others that you understand their desires and you can turn them into a joyous reality.
4. Cherish your icons.
Too often do I hear statements like, “It’s just a logo,” or “Logo’s aren’t that important – people put too much emphasis on them.” When an icon is belittled to the point of being called a logo, this is true. And for these people, that’s all it will ever be (poor them).
However, if an icon is truly cherished, nothing could be more untrue. Imagine a newspaper, choc full of information, headlines, facts, stories, and pictures. Now imagine as you turn to page B8 of the Business Section. Your attention is stolen, only for a fraction of a second. There is a little pink icon at the bottom right hand corner of the page. It is the Pink Ribbon of the Breast Cancer Society. Consider the power this icon has even though it entered your mind only for a millisecond! This little pink ribbon represents so much! Pain. Passion. Perseverance. Nothing out there cuts through everyday clutter like a simple, well designed icon. Why? Because great icons trigger memory and your heart is irrefutably attached to your memory.
5. Build on inspiration.
Inspiration is sudden brilliance. Inspiration has always had the power to transform lives, and inspiration can navigate people through the craziest, the darkest, and the most upside-down of times. Nelson Mandella. Have your ever heard 5 syllables tell such a compelling story? Very few names conjure more inspirational thoughts and ideas than his. Mandella is a true metaphor for doing what is right and holding to your principles. Capture the essence of inspiration and you too will be able to motivate others to act and change.
Businesses are completely obsessed to organize and structure their world
so their customers “understand” and know everything there is to know about them. Why do you think this is? Do these companies figure that understanding will translate to a logical conclusion to purchase? Do you find it tough to communicate or get your point understood by customers? Perhaps it is because you are telling them everything and not leaving anything up to mystery?
Identifying benefits, outlining targets, drawing up plans and strategies, backing them up with statistics…man it gives me a headache just thinking about it! Strategies such as this in any line of business are grossly time-consuming and experience only moderate levels of success. Whether you are in the food business, the retail business, or any other kind of business, rethink your strategy. How can it possibly work that well? Everyone; all of your competitors have the same resources, the same information, and in many cases the same processes and people. What is your unique value proposition? What is your defining factor for success?
Great relationships thrive on learning, anticipation, and surprise. Think about any relationship you’ve had. When you know everything there is to know about someone, what is left for you to discover? Where is the wonder? Where are the opportunities? Where is the relationship?
As long as you continue to have goals, aspirations and dreams, you will always crave mystery.
Have you ever heard of anyone craving statistics or bar graphs? Me neither. Mystery invites you to feel emotion because it adds to the complexity of relationships and experience. Mystery lies in the stories, metaphors, and iconic characters that give a relationship its texture. Mystery is a key part of creating loyalty with your customers and clients.
Perhaps you are in a line of work that isn’t “sexy.” You may be asking yourself “Where do I find my mysteries? How do I create mystery within my organization?” The beauty is you already have mystery. Everyone has it – you just have to recognize it. There are 5 keys to successfully create a mysterious brand, which we’ll talk about in a future post.
“I don’t believe in this branding crap…vision, mission, values…it’s all fluff.”
We’ve heard that comment more than we’d like; and for those that feel that way they are absolutely right. If they don’t believe in their brand and in the promise their brand is to deliver, then why would their employees? Why would their customers?
On the other hand, if you agree that a brand is a relationship that creates and secures future earnings by growing customer preference and loyalty in the present, then wouldn’t you agree that it is critically important to understand what practices assist in the process?
Yes it is true that brand is an intangible asset, and as such it’s perceived to be more difficult to gauge ROI, however, if the ultimate goal is to engage happy customers and develop ongoing business, brand is actually quite easy to measure when you think about it…if revenue isn’t trending upward then you are probably doing a shitty job at effectively communicating and delivering the value of your brand.
What is it about today’s most effective brands that puts them so far above their competition?
Is there something we can learn and implement in our businesses that will enable us to set ourselves apart from our competition?
Digging deep in the Urban Jungle vaults, we found 7 key practices that are employed by leading brands. In doing so they are able to drive considerable ROI from their branding investment.
1. They continuously meet and often exceed customer expectations.
Highly effective brands deliver value and they provide high quality products or services that are designed with the customer in mind (imagine that!). Their ultimate goal is to make their customers’ lives easier and more enjoyable. Ideally, the brand fulfills a previously unmet need and that requires focus and investment in innovation. Apple and RIM are adherents to this practice. Both are relentlessly focused on putting the next great tool in the hands of their customers.
2. They rigorously remain relevant.
Highly effective brands ensure their ongoing relevance within their defined audiences. This involves rigorous segmentation to understand what are the most financially attractive segments and who is apt to be a brand evangelist and spread the word. This requires the brand to tailor its message to these segments with a compelling “value proposition.” Therefore execution is key and messaging must be more creative in order to cut through the current communication clutter.
3. They price impeccably.
Highly effective brands are able to price their products/services in a way that captures their customers’ attention and their perception of value. Of course, companies invest in brand in order to achieve a premium over similar offers and that remains a key objective. In order to accomplish this, leading brands make a direct link between price and the intangible benefits of communicating exclusivity in order to justify the premium.
BMW is a tremendous example of effective brand pricing. The brand is linked to “performance” and as a result, loyal BMW customers perceive differential value versus competing offers.
4. They are flexible.
Current practice involves how to approach brand consistency. Traditionally it is thought that a brand must be 100% consistent in communication and execution in order to achieve broad recognition. We disagree. Highly effective brands are more flexible in their communications approach than their competitors. At Urban Jungle we like to refer to this as the “70/30 Rule” whereby the brand is consistent in large part but allows for customization to address language, culture, buying behaviour, and communication channels.
Ten years ago every single McDonald’s restaurant would largely have had the same retail design. Now, there is much more flexibility in format. As an example, in Paris the locations are more café-like with a wide coffee menu and chairs that are not bolted to the floor. In Tokyo, the menu includes shrimp burgers.
5. They are extremely proactive.
It may sound cliche but the most effective brands never rest, nor do they allow the market or the competition to define who they are, what they believe, and what makes them consistently
unique. Instead they employ best practices to ensure their ongoing leadership.
6. They have accurate self perception.
Highly effective brands ensure that all employees, prior to making any claims in the market, understand the brand promise. It is, after all, the employee’s responsibility to deliver on the promise. In many average to less than average companies employees are the last to know, or learn about their own brand strategy through external advertising at the same time as prospective customers.
Progressive companies on the other hand use brand as their central organizing principle in order to guide employee decision and action, providing rules about what is “on-brand” and what is “off-brand.” These companies review employee performance against the brand strategy and values tying results to compensation and other rewards.
7. They manage brand as a long-term asset.
Highly effective brands continuously measure the drivers of brand value and make management decisions based on performance within those metrics. They clearly recognize that brands are not merely logos or tag lines or short-term advertising campaigns, rather they are fundamental drivers of the company’s economic performance. Though employed by significant global players, these practices are applicable to all brands regardless of size and reach and can help management unlock further potential for mind-, market-, and wallet-share.
I hate seeing people waste their time and money. The easiest way to do this is by moving forward with a rebranding project when you aren’t ready.
Here are five reasons that simply aren’t good enough for a rebrand:
1. It is a new year!
Bust out the bubbly because it’s a new year! It’s time to rebrand! The old collateral? “We can keep the content, but we’ll just redesign it.” It’s amazing how many times I have heard that response. This old-school mentality to content development is dead, whether you know it yet or not. Remember that marketing is an investment. You wouldn’t treat your financial investments so frivolously, so why would you do it with your company?
Design is always based on content, so essentially it should be the last step in your rebranding project. More importantly, you need to take the time to investigate, rediscover, plan, and execute a show-stopping campaign even if it doesn’t fit nicely on a calendar. The extra time you invest in the beginning will pay huge dividends in the end…literally.
2. The CEO thinks it’s a good idea.
I’ve been in many meetings where the CEO loves the color blue. And so, the company decrees that blue, on blue, with blue highlights is the new color scheme. His staff may not have the guts to tell him “No,” in fear of confrontation, but I sure do. I love debating with my clients! Healthy debate is a good thing. It’s the ying and the yang. Unless your company is in the business of selling CEOs, there are usually better people to poll than the CEO. Research is king. Poll your target market. Poll your existing clientele. If you do a bit of research, you will likely come back with some good insights and interesting information. You may even find the results to be completely different than what you expected. Once the research is done, making a case becomes much easier. A lawyer wouldn’t go to court without researching the case so why would you?
My friend John Cutler says, “Being N.I.C.E. means Nothing In me Cares Enough.” We’re not paid gobs of money to be nice. As marketers it is our job to do the right thing even if it is an uphill battle. Being a “Yes Man” with your clients is the same as saying yes to your kids all the time; it always does more harm than good. Your client will be happy in the short term, but in the long term results will suck and your marketing ‘guru-ness’ won’t look so guru.
3. You need to validate marketing’s existence.
If you have a marketing team, you have them for a reason. Their job should be to create a never-ending stream of stories, campaigns, and business ideas, right? WRONG. A new brochure isn’t the cure to a bad sales outlook, it’s probably a part of the problem. In every case, the marketing team would be better off taking a break from the constant visual communication production. Instead they should be communicating with the sales team, asking them what will help make their jobs easier. What road blocks do the prospects put up? Why do the prospects say ‘no’? Are they confident in the product? The company? The sales team needs to be fearless and secure in what they are selling. Having a well-thought out communications strategy will help them help the prospect. “Help me help you help me help you!” – Jerry McGuire
Another awesome endeavor is to go on a listening tour. Concentrate on building the relationships you already have. It is arguably easier and unequivocally more important to focus on client retention than client acquisition. Happy clients will sell you better through their word-of-mouth than a glossy brochure ever could.
4. An industry trend needs to be included.
Web 2.0 created many design memes and in its wake a torrent of new businesses were born covered in cliché designs. Following a trend can be beneficial because it shows you are awake in a sleeping industry; but following trends is a dangerous game. There is always something new and exciting and because of this infinite evolution, your brand – if built on a trend – will become outdated just as quickly. The great brands are timeless and the greatest brands start the trends rather than follow them.
5. You feel the reason you’re doing badly is because of your crappy marketing materials.
Consider this your intervention – it isn’t just your identity and it isn’t just your marketing materials. Your brand is suffering on a deeper level and it might even stem from you as it’s decision maker. ‘Look’ and ‘feel’ helps to set initial customer expectations, but at the end of the day it’s just a brochure and the prospect still needs to feel compelled to open it. More importantly, the business needs a remarkable product or service to survive. Focus first on building relationships – where everyone feels validated by great output. Do that and a strong brand will follow.
The best brands use their visual identity to reflect their core values. When you waste your time and energy overhauling your collateral on a whim it shows a lack of understanding what these are.
Stay Hungry. Stay Focused. Stay Unstoppable. Be Remarkable.
Cool sells. Bottom line. Apple is a prime example of the ‘cool’ that other companies attempt to copy but rarely duplicate. Cool companies don’t chase it and they don’t copy it. They create it. If you look and sound exactly like your competition what does that say about you? What makes you different? What makes you better? What makes you cool enough in the eyes of your potential customers that they HAVE to have you? Do you have lame, inexpensive stock images? If you do you’ll find comfort in numbers because so does everyone else. But why do you want to be like everyone else? Try using higher-priced stock images that fewer people have, or even better, how about create your own photo shoot using real people in real situations? You can’t fake cool. Either you have it or you don’t. If you are truly as different as you say you are, you won’t do what everyone else is doing. Your company is unique, and your brand needs to portray its uniqueness through everything you do.
2. You look unprofessional.
Many new businesses leave branding at the bottom of their to-do lists. The thinking is that it allows the business to get up and running while dodging the initial discovery and design costs. This is totally understandable and depending on the type of business, sometimes I recommend it. The company needs to discover itself through the formative years. Quite often a company doesn’t realize their true identity and niche until they have a few years of business behind their belt. Building your business is more important than having the perfect logo or website.
That being said, there comes a point in time when your Do-It-Yourself brand needs to die a horrible death. The problem is that many companies don’t know when to put their brand to the firing squad. And because of that, there are many companies out there with identities that represent the way they used to be; a ‘mom-and-pop’ start up working out of the basement. A good rule of thumb is to update your brand when it doesn’t portray the professionalism you want it to. If you stick to this rule it could mean that you’re rebranding after a month, or even a year if business goes well. You have to remember that whether you like it or not your brand is always representing you and an unprofessional brand can often do irreparable harm. Much of our decision making as consumers is based on preconceived perceptions and if you don’t look good, how can you expect to attract the right kind of business?
3. It’s unclear what you do.
Don’t laugh – you’d be shocked at how businesses strive to be unknown. A good brand does more than look pretty, it should tell others what you do, how you do it, and why you are the best choice. Remember a brand is not a logo. Your logo is the identity of your brand. A brand is much deeper than a logo or a website. It is your DNA. It is the foundation of your entire business philosophy. It is how you answer the phone to how you dress. It is how you hire staff to how your work. Your brand must be clear and consistent through all you do, including how you portray yourself through the web, print, radio and every other “touch-point” with your audience.
4. You look outdated.
People have become increasingly smarter and better trained over the years. As an art form, design is subjective, however, most of us can easily pick out what looks good and what doesn’t. We especially respond positively to what is new. We are always looking for the newest smart phone, the newest paint color, the newest car, the newest hairstyle, the newest fashion, new, new, new. And while new doesn’t always mean better, “old” is rarely better. Perception as I’ve already indicated goes a long way. A brand can tell us how much they care about themselves and their customers by how well they are dressed. A tired brand gives customers the impression business isn’t good and this usually leads customers to believe the product and service aren’t up to par as well.
5. You don’t inspire.
The best brands defy convention and build excitement. It is important for your customers to feel something when they buy from you. So how does a customer get inspired? Well, you are a consumer, what brands inspire you? What’s so inspirational about them? Maybe they have a funky space you love hanging out at? Maybe their product is so unbelievable that you tell everyone about it? Maybe they have staff that are so helpful, so knowledgeable, and so cool you become their biggest fan?
Inspirational brands start by inspiring their employees. The employees should be as much a part of the brand as the brand itself. They need a brand they can believe in, and if they don’t, quite often that means it will be tougher to believe in themselves. When your employee pulls out their business card, don’t you want them to have the comfort of having a brand they can stand behind? Too many business owners don’t build inspirational brands and then wonder why their sales team can’t sell. You might have the best product out there but if people don’t believe in you, you might as well pack your bags and call it a day. When inspired, your employees can potentially become your biggest evangelists and thus your most inexpensive medium for advertising. It’s called word of mouth marketing (and as we all know, WOM marketing is the most powerful form of advertising around).
“If you build it they will come.”
Seriously?! Do you really think that’s true? I say, if you build it, they might come…if there’s nothing good on TV. BUT if you inspire them, they WILL definitely come (and they’ll do it more often)!
If you liked this, come back soon to learn 5 Reasons NOT to Rebrand.
If you would like to be inspired, look to the most coveted brands of our day – Mac, Google, Virgin. They have all built outstanding love affairs through their sensuality, mystery, tenderness, and their quiet confidence.
Building a great brand means making sense of the senses.
As our lives have seemed to become more complex, it is odd that we tend to ignore our senses rather than let them guide us. It is our senses that lead us to emotion. The beauty of a Technicolor prairie sunset. The pop of a champagne cork. The taste of dark chocolate and red wine. The crisp smell of the forest after a rain. The soft touch of another human being. Since the beginning of time, our senses alert us, enflame us, warn us and fill our hearts with joy. Without sensuality our existence would become unbearably bland and ultimately impossible. I cannot imagine the world without light, food without taste, or days without sound.
Music makes the people come together.
I love music! I listen to it all the time. At home, in the car, at the gym; and when I’m not listening to it I usually can be found singing, whistling or humming a tune. Music for most people, builds the soundtrack to their lives.
Think of a special time in your life – a ski trip, a summer holiday, a birthday, the purchase of your first car. When the right tune drifts into your life, it can open the floodgates to moments and memories like these. And it’s not just the music or the tune of the song that plays this powerful role. The lyrics too give us phrases that are so strong they can set our course in life. The greatest poets and lyricists can give us a voice when we don’t have one. They can articulate our feelings when the words just don’t come out right. Armies have been rallied; lovers have been bound closer together.
One band that springs to mind is U2.
Take a look at the YouTube video above. At about 1:21 you’ll probably agree that not many brands connect better with their audience quite like U2. Whether you love them or hate them, they are one of the greatest bands of all time. There aren’t many greater voices for the masses of our pop culture. Sunday Bloody Sunday, (Pride) In the Name of Love, With or Without You; no matter what the song, you can probably hum the tune and likely cite the words.
Where am I going with this? In many studies, around 70% of both sexes said that music was important to them because: 1. It elicits emotions and feelings, and 2. It’s ability to alleviate boredom. For the most beloved brands in our world, music is taken literally. It provides us with the well-worn phrases; it gives voice to the product and more importantly it speaks the voice of the consumer and the voice of our time. To hear and to speak are 2 of the most powerful forces in creating deep emotional connections with anyone. The greatest brands are into sound and you should be too!
Music isn’t just for those that can afford the big budget TV commercials – it’s for everyone and can be put into almost everything – retail environments, phone messages, brand signatures, radio, and the Internet.
When is the last time you dug, not just asked, but really got dirty and dug into what your customers and clients love/hate about your industry? What kinds of emotional connections have been made? Are they good? Great? Beautiful? Painful? Until you have started your excavation, you will never know.
Some special brands are so far out in front that they seem to have evolved into something else. They have created a loyalty that goes beyond reason. Loyalty is created through mystery, sensuality, intimacy and creativity; those that can put these ideas into action will become truly coveted brands.
Left brain thinking doesn’t cut it anymore.
Rationale; features; benefits – what a steaming pantload. In order for your clients and customers to be loyal to you they have to love you! As in any relationship, without loyalty and trust there is no love, without love there is no loyalty and trust. They go hand in hand. Rationale is not enough!
Do you read the newspaper – front to back, word for word?
Do you watch the 6 o’clock newscast for the entire hour?
Have you ever had a telemarketer puke all over you for 15 minutes (as you watch your dinner get cold), and you eat up every word of it? Not a chance!
People don’t have time for information.
You eat on the run, you drive your kids to football and dance, you work, you workout, you do it all! We do not have the time, nor do we really care to be convinced that what company X has to sell us is intellectually the best choice. Information isn’t a competitive advantage any more; we are way past that age – and thank God. How boring. What a crappy time to have been a part of – best this, finest that, fastest this, strongest that. BORING!
In my opinion we are in the beginnings of one of the most fantastic times ever. We are re-establishing an age of old, some might even dare to say an age of new.
The age of discovery.
The age of the idea.
The age of hope.
The age of dreams.
The age of emotion.
Where’s the emotion?
Doesn’t it seem like emotion has been taken out of the equation of most purchases? Deep down, don’t we all just want to find an emotional connection to something? Take real estate for example – we aren’t buying into the realtor’s knowledge of real estate, or because he has “the guaranteed home selling system” – features and benefits like this are transparent. What we are buying is their integrity and belief that they actually give a damn about us; that they actually care about the type of house we want to build our hopes, dreams and memories in. All we want as consumers is to feel the world through all 5 of our senses. Brands that can take us to that fantastic place; brands that can move us from logical reasoning to emotional responses will in all likelihood create loyalty beyond reason.
The goal of any entrepreneur, business owner, manager or marketer shouldn’t be to make tons of money. The focus is skewed and therefore the end result will be too. The focus should be to create loyalty beyond reason. Why? Because that means you can appeal to your customers and clients in a much deeper way; forever. And forever is where success lies. Isn’t it true that if you look at your best customers, the ones whom you love, the ones whom you laugh with, the ones whom you go for a coffee or a pint with, the ones that bring you the most money; are the same ones that are committed to you and have been with you forever?
You want “lifetime” customers and you want them to have a love affair with you, so that no matter what the competition does, no matter what a A-Buck-or-Two or Wal-Mart (commodities) are offering cheaper, they will stay with you and they will pay a premium price to do so. Just as you will stay with your husband or your wife over 30 years because you have loyalty towards them beyond reason; a force that is bigger than a feature and much larger than a benefit is at work.
Now go make some love with your customers. Create loyalty beyond reason!
Smashing your brand requires attention to every detail beyond your logo. It covers every signal, every tone, touch or shape of your product; this includes merchandising and even wrapping.
Did you know that owning a smashable color can create emotional bonds with your consumer? Studies show that the well known Tiffany’s robin’s-egg blue box can cause a woman’s heartbeat to increase by 20% compared to an ordinary colorful box. Granted it is likely the piece of jewlery inside that is giving the woman a near heart-attack, but I still find the association between color and product totally amazing. Today the robin’s egg blue has its own exclusive Pantone number, a patent of Tiffany & Co., and only available to print offices approved by Tiffany’s. Whether it’s Tiffany’s robin’s-egg blue box, Louis Vuitton’s brown leather bag, or Gucci’s stylish-yet-chic wrapping, all of these smashable brands carry huge price tags- and all they are selling is packaging!
But color isn’t the only thing which can create a truly smashable brand, photographs (if done right) can perform the same trick. Just think about the images used to promote Apple. The kaleidoscopic colorful style with their white or black silhouette forms the foundation of the brand’s image which works with the product marketing. Every Apple image (whether it is a static picture or dynamic video) is smashable – and can be recognized as such without the logo. You could in fact even crop Apple’s images and you’d still be pretty sure it’s an Apple. However, not many brands have achieved this yet. Take the test. A quick visit to your own website and you will probably soon realize that you fail the picture test. Remember, a good picture is worth more than a thousand words.
Another cool smash story…
When the Porsche 911 was introduced in Frankfurt in 1963 the model was called 901. The brochures were printed, the marketing material was all in place but everything had to be urgently changed. Much to Porsche’s dismay, they discovered that Peugeot owned the rights to all three-digit model numbers of any combination with a zero in the middle, and this was non-negotiable. Fortunately only 13 models got through the production line with the 901 insignia, thereafter it became known as the 911. A similar strategy has been adopted by Absolut vodka. They deliberately misspell their brand extensions, using English words inspired by Swedish grammar – Absolut Vanilia, Mandrin, Peppar or Kurant.
McSmash!
McDonald’s uses the ‘Mc’ in their name to every possible advantage. Their world is awash with Big Macs, McNuggets, McMuffins and even McSundays. If you happen to receive an email from the cooperation you’ll be greeted with the words: “Have a Mcnificent Day”. McDonald’s naming philosophy is an essential part of their brand. Mac-ization of the language was formally recognized when Merriam-Webster added McJob to their collegiate dictionary, defining it as “a low-paying job that requires little skill and provides not much opportunity for advancement.”
Smash this post already!
The idea of Smashing Your Brand is simple. It’s all about identifying the components you want to be famous for and leverage the fact that your identity (your logo) is only a very small component of your overall brand image. Consider what your brand should be well known for 5 years from now. Once you understand that vision then you can begin to build up the associations with your touch points. That being said, consistency and diligence is of the utmost importance. Changing your strategy half- way can be dangerous. Smashing Your Brand is in fact all about keeping focus on everything beyond the logo as 90 percent of the real estate on your product or service should also be branded to some degree.
When every sense of your product is branded, you should have a truly smashing and smashable brand!
First off, what the heck is a “smashable” brand?
The story takes us way back to 1915, when a designer from the Root Glass Company in Indiana was given the task to design a glass bottle. The outlines were fairly simple. The client required a bottle that would be recognized the world over. (Hmm that’s no small task.) To take their vision even further, they wanted their bottle to be so unique that even when broken, its pieces would still be easily distinguished.
The designer succeeded beyond what anyone could have expected when he created what is known today as the classic Coke bottle. The iconic bottle could be considered a piece of art as it is displayed in museums abroad. If you disagree with its artistic consideration, one thing is for sure, there is no denying that the classic Coke bottle has become one of the most famous glass pieces ever designed. The bottle is still used today, it’s still easily recognizable, and it has passed the smash test for over the last 90 years.
As a marketer I am asked to elevate many of my clients brands from banal to beautiful. And from a brand building perspective, I find the Coke bottle story absolutely fascinating. In theory, all brands should be able to pass this test (relatively speaking). Obviously scale and sphere of influence come into play; Molson has a much greater market share than Alley Kat (Edmonton’s local brewery). Therefore, if you as a business owner were to think of adopting the smash principle by removing your logo from your brand, would your brand still be recognizable to others?
This experiment is very worthwhile to know because if too great of an emphasis is placed on your brand’s identity it carries risk. One of the most obvious risks is the danger of neglecting all the other potential brand-building opportunities available. Many other aspects of your company (if given due attention), should become recognizable in their own right. Color, texture, shape, sound, smell, and taste. Even if you were blindfolded, you would still know that you are holding a classic Coke bottle.
Take the smash test
It’s time your logo dies a sad and horrible death – but don’t worry, this is only temporary…or is it? Remove your logo and what do you have left? This is a very important question because a brand is so much bigger than its logo. Are the remaining components easily identifiable as your logo’s? If not, it’s time to Smash Your Brand.
Whenever Urban Jungle is engaged to build our clients’ new identities, we always use the Smash Your Brand philosophy, as we consider every possible consumer ‘touch point.’ Our vision is to elevate the image of the brand. Does ad copy enhance the brand? Do the colors we choose, the graphics we create, the photos we take, or even the packages we design individually pass the smash test? Ideally, yes, they should!
Therefore your imagery, your sounds, your product’s tactile feelings, and your company’s language all need to become fully integrated components in the branding platform. Each aspect playing a role as vital as the logo itself.
Which airline do you prefer? WestJet or Air Canada?
My preference hands down is WestJet. Why? They are problem solvers. They are built on the philosophy of helping people and making them happy. Air Canada on the other hand seems to cause more problems and headaches than they fix. I have no idea what their philosophy is but if I were to guess it would probably be to increase share holder value. Regardless of whether or not that is the case, they seem to be missing one very important element – Make your customers happy and the rest will take care of itself.
A few months ago I booked a flight online with Air Canada. (It wasn’t by choice, it was my only ‘option.’) There was a problem with the booking system that reserved the wrong flight for me. After I printed off my receipt and realized I was scheduled for the wrong flight I immediately called in to get it changed. “That will be twenty dollars sir. Which credit card would you like to put that on?” said the customer service rep. Are you freaking kidding me?! I couldn’t believe I had to pay for their mistake. Since then I have tried to avoid flying with Air Canada at whatever cost.
Sick of waiting in line to check in? WestJet offers web check-ins where you can view your seat on the plane. Don’t like being stuck in the middle seat? Their online service even gives you the option to choose a new seat if you like. Headset sockets? You can use your own headset as opposed to having to create an inordinate amount of waste using Air Canada’s double pronged headsets.
Today I flew to Vancouver with WestJet and other than the ridiculous cost for my ticket it was a pleasant experience from start to finish. I was processed through lines very quickly and I was greeted with a smile and a warm welcome by every employee.
Edmonton City Council - Please Approve the EAD
Edmonton Loses the Indy! (Part 2 of 2)
Edmonton Loses the Indy! (Part 1 of 2)
Mercedes Attempts the Impossible
Lovemarks
Now imagine as you turn to page B8 of the Business Section. Your attention is stolen, only for a fraction of a second. There is a little pink icon at the bottom right hand corner of the page. It is the Pink Ribbon of the Breast Cancer Society. Consider the power this icon has even though it entered your mind only for a millisecond! This little pink ribbon represents so much! Pain. Passion. Perseverance. Nothing out there cuts through everyday clutter like a simple, well designed icon. Why? Because great icons trigger memory and your heart is irrefutably attached to your memory.
How can it possibly work that well? Everyone; all of your competitors have the same resources, the same information, and in many cases the same processes and people. What is your unique value proposition? What is your defining factor for success?
As our lives have seemed to become more complex, it is odd that we tend to ignore our senses rather than let them guide us. It is our senses that lead us to emotion. The beauty of a Technicolor prairie sunset. The pop of a champagne cork. The taste of dark chocolate and red wine. The crisp smell of the forest after a rain. The soft touch of another human being. Since the beginning of time, our senses alert us, enflame us, warn us and fill our hearts with joy. Without sensuality our existence would become unbearably bland and ultimately impossible. I cannot imagine the world without light, food without taste, or days without sound.
Did you know that owning a smashable color can create emotional bonds with your consumer? Studies show that the well known Tiffany’s robin’s-egg blue box can cause a woman’s heartbeat to increase by 20% compared to an ordinary colorful box. Granted it is likely the piece of jewlery inside that is giving the woman a near heart-attack, but I still find the association between color and product totally amazing. Today the robin’s egg blue has its own exclusive Pantone number, a patent of Tiffany & Co., and only available to print offices approved by Tiffany’s. Whether it’s Tiffany’s robin’s-egg blue box, Louis Vuitton’s brown leather bag, or Gucci’s stylish-yet-chic wrapping, all of these smashable brands carry huge price tags- and all they are selling is packaging!
When the Porsche 911 was introduced in Frankfurt in 1963 the model was called 901. The brochures were printed, the marketing material was all in place but everything had to be urgently changed. Much to Porsche’s dismay, they discovered that Peugeot owned the rights to all three-digit model numbers of any combination with a zero in the middle, and this was non-negotiable. Fortunately only 13 models got through the production line with the 901 insignia, thereafter it became known as the 911. A similar strategy has been adopted by Absolut vodka. They deliberately misspell their brand extensions, using English words inspired by Swedish grammar – Absolut Vanilia, Mandrin, Peppar or Kurant.
McDonald’s uses the ‘Mc’ in their name to every possible advantage. Their world is awash with Big Macs, McNuggets, McMuffins and even McSundays. If you happen to receive an email from the cooperation you’ll be greeted with the words: “Have a Mcnificent Day”. McDonald’s naming philosophy is an essential part of their brand. Mac-ization of the language was formally recognized when Merriam-Webster added McJob to their collegiate dictionary, defining it as “a low-paying job that requires little skill and provides not much opportunity for advancement.”
The designer succeeded beyond what anyone could have expected when he created what is known today as the classic Coke bottle. The iconic bottle could be considered a piece of art as it is displayed in museums abroad. If you disagree with its artistic consideration, one thing is for sure, there is no denying that the classic Coke bottle has become one of the most famous glass pieces ever designed. The bottle is still used today, it’s still easily recognizable, and it has passed the smash test for over the last 90 years.
My preference hands down is WestJet. Why? They are problem solvers. They are built on the philosophy of helping people and making them happy. Air Canada on the other hand seems to cause more problems and headaches than they fix. I have no idea what their philosophy is but if I were to guess it would probably be to increase share holder value. Regardless of whether or not that is the case, they seem to be missing one very important element – Make your customers happy and the rest will take care of itself.
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