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Archive for the ‘Brand Development’ Category
Touchy Feely
Monday, May 16th, 2011 by Butch Whitmire
It’s been almost a year since the release of Apple’s iPhone 4. I traded in my old iPhone 3G just a few months ago. I love the 4’s speed, video features, functionality. Ultimately, I’m glad I made the switch. But I have to be honest with you; there’s something that’s just not been quite right with my new iPhone 4. And I until this morning, I hadn’t been able to put my finger on the reason why. This morning, as I was reading a book by Tim Mathers, I realized that my fingers are the reason why. In Relevance: Making Stuff That Matters, Mathers devotes a chapter to Design as a function of brand experience. Specifically, he writes about “Tactile Tactics” noting that the iconic Coca-Cola bottle was one of the first packages so unique that it could be identified by feel alone. Additionally, Mathers cites the reinvented pillbox developed for GlaxoSmithKlines’s drug Alli. The shape and texture of this pillbox was ” … almost like you’re grabbing the hand of a friend, almost a clasp … a friend and ally.” He goes on to say that tactile branding works because as humans, we are hardwared to judge people and things by the way they feel in our hands.
For me, the shape and feel is the only disappointment of the iPhone 4. My old phone had beveled edges which fit comfortably in my hand. Those edges allowed my phone to slip easily in and out of my pants pocket and they allowed me to tell if my phone was screen up or down in my pocket. The iPhone 4 gained more usable space when it eliminated the bevels, it is thinner, and stronger, too. But now, it is a rectangle that feels out of place in the palm of my hand. So, for me the in the tactile sense arena, the Apple brand has taken a little step back.
I think the lesson here for me is the simple reminder that brand development encompasses everything within realm of human experiece: sight, smell, sound, taste, and touch. An encounter with you and your business or product is an interaction with all of those human senses and we need to be mindful of each one. Which of the human senses does your product effect most and how are you ensuring that it is the best experience possible?
Happy Birthday Coca-Cola
Monday, May 9th, 2011 by Butch Whitmire
Happy Birthday Coca- Cola. You’re 125 years old and according to companies like Interbrand, and other brand valuation entities, you remain in the top 10 of all brands, having built brand equity to over $70 B (yep, that’s Billion) You’ve dwarfed your closest competitor, Pepsi, by 500%. You have again highlighted the importance of marketing, advertising, and customer experience as a crucial component for any business. Well done. Despite huge success, the Coca-Cola saga has not always been “up and to the right,” though. The company’s daring spawned a failure so gigantic that the saga of “New Coke” is required reading in most business schools today. Other than their delicious products (which I consume daily) I think Coke has added value to my life by fostering my understanding that colossal failures are often a part of colossal success.
At Force 5 we spend a lot of time on brand developent, brand strategy and helping customers build their brand. We’ve been learning a lot about what brand building requires and would love to share what we’ve been learning with you. Just give us call.
Private-Label Growth. Here to Stay?
Tuesday, April 19th, 2011 by Deb DeFreeuwI recently read an article in Marketing Daily, about the growth in private-label products. No surprise there, right? The figures were pretty compelling with consumers saving 33% off their grocery bills by purchasing all private-label products. I have followed the trend, trying more private-label products than I have in the past. While I haven’t gone all private-label, I have more private-label in my basket now than big brand names.
The question is will consumers stay with these private-labels once the economy gets back into the comfort zone? My opinion is that some consumers, myself included, will go back to major brand names and some will continue to purchase private-label. Recently, while shopping at Target, I went to purchase Sonicare toothbrush replacement heads. Ok, so I can get 2 of the Sonicare replacements for 24.99, ouch. Or, I can purchase the Target brand at 3 for 29.99. I decide to try the Target brand. Big mistake. One of the replacement heads didn’t work on the handle at all; another broke off completely after the second day. Needless to say, I took them back and purchased Sonicare. The Sonicare brand has value to me, now more than ever, and I can justify paying more for better quality.
Another example, I bought Target brand baby powder while normally I am a Johnson and Johnson fan. The powder didn’t seem different from one brand to the next – heck, it’s powder. But the lid on the Target brand doesn’t open properly and when I use it I never know what to expect. No powder, a gush from heaven knows where, a small pouf? My life has enough excitement without wondering if the powder will land in my shoes, as I want it to, or all over my black pants. A small detail, but when I am able, I am going back to J and J.
So the national brands need to keep talking about what makes them unique and living up to their brand promise. Maintaining their distinction will be what compels consumers to pay higher prices for their brand over a private-label.
If you need help determining or communicating what makes your brand unique, Force 5 can help! We have two certified Brand Strategists on hand and a crew of left brains and right brains to bring your brand to life!
Who’s Your Audience and What’s Their Word?
Thursday, April 14th, 2011 by Butch WhitmireThe latest data from Experian Hitwise shows that the number of keywords typed into search engines is declining. Longer searches, those of 5-8 words, were down last month 3%. As the data table shows, 1 word searches comprise a full 24% of all searches. 2 word searches are a close second.
When it comes to people finding your business or organization organically on the web, understanding who your potential customers are, how they think, and what they may type into their favorite search engine is essential.
At Force 5, we help clients determine their customer’s “word” as part of our Soul Searching™ brand development process and in our free SEO consultation services included in their web development packages.
When Marketers Should Make BIG Promises
Tuesday, January 11th, 2011 by Butch WhitmireMy blog post last week on discoverforce5.com left you with this question: “How much should a marketer promise about an experience?” Probably better stated as :
“How do I promise people enough to move them to action without setting them up for disappointment once they make the move?”
I had several conversations about this last week. It was clear this question hit home to those of us experienced in sales: “Under-promise; over-deliver.” I remember every sales manager I’ve ever had say this and I believe it to be true. Yes, we must under-promise. Yes, we must over-deliver. Now, how much is optimal? It might be the marketing question. I don’t know the full answer, but I am learning some things. In the marketing world, I am learning that big promises can draw big crowds or get the big sale:
So, here’s when to make BIG promises:
1) When you absolutely, positively, without-a-doubt personally believe the claim you are making about the experience.
I believe your authenticity can alter my reality. I believe that when you believe what you are saying, you actually shape the outcome of my experience. “You will believe a man can fly …” That’s what the people who made Superman said. I ran home from the theater, tied a tablecloth around my neck and jumped down the staircase. They believed I would believe … and I did.
2) When your experience is outrageously and radically unique.
I remember the first time I saw Cirque du Soleil . It was the greatest … I-don’t-know-what-kinda-show-thing I’d ever seen. Whatever it was, people told me it was the greatest and that I had to see it. They were right – it was.
When you are that new and that unique, you define not only the experience itself, but the criteria for the quality of the experience – yet another reason to be first to market.
And finally, make BIG promises …
3) When you must have the sale today, no matter what, and you don’t care about your customer or whether they or their friends will ever buy from you again.
If you’re selling snake oil and just passing through town, if you don’t care about actually helping people, or if they will give you repeat business or referrals, make big promises about what the snake oil will do for them. I mean, people typically want to believe in something too good be true and, at the end of the day, should ultimately be responsible for themselves, right?
A Satisfying Promise
Monday, January 3rd, 2011 by Butch Whitmire
Marketers are promise –makers. They use their promises to set expectations high enough to move consumers to action: to buy their stuff, read their books, to come to their show, etc. PT Barnum made big promises. He promised, “The Greatest Show on Earth” – the ultimate claim – not a better show anywhere on the planet. I imagine his customers had pretty high expectations when they bought a ticket. I am quite sure that his promise drew a lot of patrons. Trouble is, when the customer actually attended the show, any experience they had that was less than “the greatest” (whatever that meant to them) was probably disappointing.I believe in the theory that customer’s expectations greatly impact the satisfaction they get from their experience. In a formula, it might look like this:
Customer Experience – Customer Expectation = Customer Satisfaction
So, in this case, let’s say on a scale of 1-10, the “Greatest show on Earth” would actually set an expectation to the consumer that the show is going to be a “10.” Now, if I go to Barnum’s show and I experience “9.” My satisfaction score is a negative one (9 – 10 = -1) and I’m likely to be disappointed. I might feel cheated or misled and ask for my money back. I might not return to the show again, or even worse, tell my friends they will be disappointed.
This is a curious facet of human nature: it is possible to experience a great, “9-quality” show yet feel disappointed because we were promised something better.Conversely, had I come to the show expecting a “7” and gotten that very same “9” show, I might have been thrilled. I would have a +2 satisfaction score. I might tell all my friends to come. I might even come back for tomorrow night’s show, myself.
Marketers find themselves in a conundrum. After all, if the marketer doesn’t promise enough, no one will come to his show, right? I mean, who would drive hundreds of miles to see, “The Most Lame Show on Earth?” This dynamic poses an interesting marketing question: “How much should a marketer promise about a customer experience?” I’ll be sharing some of my thoughts on this in my next post. In the meantime, I’d love to hear yours.
Two examples of great local Brand Ambassadors!
Monday, September 13th, 2010 by Deb DeFreeuwAs a Certified Brand Strategist here at Force 5, I am always on the look out for brand done well and brand that needs help. Both are easy to spot. I have found two examples of wonderful brand ambassadors locally and want to share them with you.
The first example of a great brand ambassador is one of my favorite people, Andrew Snyder, Vice President, Community Development and Marketing at Saint Joseph Regional Medical Center. You can’t help but notice that Andrew is always impeccably dressed and has a quick wit. That alone does not make a brand ambassador. It goes deeper than that. While meeting with Andrew, we traveled from the lobby through the hospital to get to a conference room. Andrew said hello to EVERY person he passed along the way. Not a polite hello, but a genuine “hello, how are you?” We passed a lot of people on our way and every time it was the same. It is a small thing, but just adds to his personal brand, and the brand of the hospital. That brand is “caring.”
Most times it is the small things that bring your brand up a notch from good to great. It is how people in your organization present themselves and reflect the company brand.
The second example I have of brand done well can be found at one of my favorite places, somewhere I have visited since I was a little girl, the South Bend Farmers Market. There is a booth there called “A Dedicated Life” owned by Cara Matheis. Cara’s booth specializes in organic, vegan and gluten free foods. The booth is attractive and easy to browse, but that does not make it exceptional. What makes it exceptional is Cara herself. I stopped by her booth and talked to her about her raw bars. She was very knowledgeable and friendly. The other thing that I have always noticed about Cara is how she presents herself. There were times in August when it was very hot and there is Cara with a stylish dress, headband and big smile. Not what you would necessarily expect of a vendor at a farmers market. Always put together and looking stylish – as well as approachable. It’s these qualities that make her brand exceptional.
It’s a good reminder on how everything, from how you answer the phone to the presentation of your product on the shelf, represents your brand. Both of these stories are great examples of internal branding. The takeaway here is that your brand must be internalized before any external branding is undertaken. We have all had bad customer service encounters where the experience didn’t match the brand. Whatever your brand, make sure its internalized first—making your employees are ambassadors of your brand will always be your first step to success.
If you’d like to find ways to get your brand on track, Force 5 can help!
Facebook vs. your Brand Site
Monday, August 23rd, 2010 by David Morgan400 million…500 million…..and still growing. Whether you “like” it (pun intended) or not—Facebook is dominant in helping companies build relationships with their clients. Look at the chart in the article below (thanks to AD Age…)—and with the likes of Starbucks having 12.7 million fans, and growing at almost 79,000 a DAY-you can’t help but consider facebook as a dominant player for customer relationship marketing.
The article in Ad Age today (http://bit.ly/aHknVx) indicated that most of these brands while gaining popularity with their fans on Facebook were losing audience on their web site. But look closer—each of these facebook “pages” are consumer products. And each is driven by a contest, sweepstakes, free offer, etc. Facebook is a great channel for customer engagement—but don’t lose sight of an integrated campaign. While most of the sites in the top ten mentioned above lost web fans, there still is room for the web site in a marketing campaign.
Walgreens, while building a Facebook fan base of more than 500,000, has seen no dropoff in traffic, which hit 6.7 million in July. Within Facebook, Walgreens is finding what works best are fairly frequent short updates, often ones that involve posing a question that prompts a response. Sites with e-commerce are using Facebook as an integrated campaign tactic-driving the consumer to the other channel—and keeping them engaged.
The moral of this story? I’d say don’t keep all your marketing eggs in one basket. Facebook is a force to be reckoned with…to be sure-but keep it in perspective of your overall strategy. Keep the customer connected with you, using whatever tactic is best for them.
Call us at Force 5 if you’d like some assistance. We’re here to help!What’s your Story?
Thursday, April 29th, 2010 by Deb DeFreeuwI just finished an amazing book. It really made me think. A Million Miles in a Thousand Years: What I Learned While Editing My Life, by Donald Miller. It was about the author working with two men, Ben and Steve, who wanted
to make a movie of Miller’s life. It was during the discussions of his “real life” he discovered their desire to edit it into what makes a good story. They wanted his life to have punch and meaning. As Don worked with Ben and Steve he came to realize his life was boring. In the course of creating the fictional Don for the movie, he was creating the person he wanted to be, someone worth telling a story about.Don ended up biking across the US, hiking the Inca trail and searching for and finding the father he had never met. Don made a conscious decision to create a better story from the life he was living. The basic structure for a good story has a character who wants something and overcomes conflict to get it. He took a look at what he wanted and then went for it!
This book made me think of my own life. While I have some pretty cool chapters in my story — travel, learning how to sail, driving a race car, going 139 mph in a jet boat, owning a business and being with my grandfather when he died. I
look at my life now. What am I NOT doing? What scares me? How have I let obligations and expectations neglect my story? It’s not about making things up to talk about, or doing things because they “sound” good, heck you
don’t have to hike the Inca trail unless you want to… but we should always strive to consciously live an enriched, authentic life.I think it works the same way with business. The CEO needs to be mindful of the story that is being told about their company. That story changes over time, so being aware of your story, or brand, and what it is saying about your business is critical. There is a great line in the book, “…a story is based on what people think is important, so when we live a story, we are telling people what we think is important.” Your brand tells the story of what your company thinks is important. Is that service, innovation, philanthropy? Take a look at your brand story, is it reflecting who you are? Have you lost sight of what’s important, what makes your company distinct?
We can help. With two Certified Brand Strategists on staff, we can help your company look inward and review your story. Maybe the brand story that’s being told should change, to reflect the direction the company is taking… Give us a call-and let us help tell your story.