I'm Tony Fannin. I'm president of BE Branded, a branding and advertising agency that helps companies Be Somebody. At our core, we believe in being smart. This is seen in our marketing strategies to how we develop our creative approaches. The ultimate goal is to create emotional connections that bind your customers to your company, your products, your services. This results in ROI as well as building brand equity that results in loyalty.
My background includes tenures at a large national advertising agency, as well as Creative Director positions at several marketing agencies in the Midwest.
My goal for this blog is to provide insights that I've gained over the last 24 years of serving clients and their customers, and to provoke discussion about different viewpoints on how to market in this fragmented media environment. Because this is as much art as it is science, there is plenty of room for dialog and learning.
Don't be stupid by cutting marketing budgets
Monday, December 21, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
I know that in today's economic environment, most businesses are cutting back in many areas. Unfortunately, the first area to get cut is marketing and advertising. Excuse my French, but "How stupid is that?" Do you really think that telling less people that you exist, what value you bring, or how they can benefit from your company will really help you grow or increase your revenue? Do you really believe that by cutting back on marketing your products/services will increase business? In effect what you are saying is "lets put less gas in the car so we can drive further and save money."
If you believe that marketing and advertising is not the life blood of your business then, I must say that you don't know business. Either that or you're just a commodity, and if you are, I feel sorry for you because you're on your way to becoming extinct. By cutting your marketing budget, you're telling your customers that since they know you so well, you don't need to market to them any more because they'll buy from you anyway. You are also letting the world know that you have more than enough customers, so don't bother trying our products. If that's the case, you are more superior at business and I should pay you tuition just to learn at your feet.
We've all either have heard or have said, "You need to do more with less." I will agree that there is often fat and inefficiencies that can be cut. But once you've gotten rid of all the waste, then you're cutting into meat and bone. In the end you'll be squeezing out any real value your company may have to where if affects your end product. And once that happens, your customers will begin to slip away. Then you begin a harsh cycle of falling revenues and cutting budgets even more, resulting in less people are exposed to your brand, resulting in less revenues, resulting in cutting budgets, and on and on. Financial physics will tell you that you can only cut so much before you start affecting your brand, exposure, and image (or the lack there of). By having the "do more will less" mantra, you are setting your company up for failure. Over time, businesses such as Hardees and products like Sony's e-reader have felt the pain of the lack of marketing budget. Hardees rested on their reputation for great breakfast. They felt they no longer needed to market or advertise. Surprise, surprise, they went from the U.S. #2 burger chain to almost bankrupt in 3 years. The Sony e-reader was the first and best e-reader in the market. They felt their lead was so substantial, they cut back on their marketing. Surprise, the Kindle came along and kicked its ass. Amazon put a ton of marketing might behind the Kindle launch and it wasn't long until Sony was playing catch up.
I understand that when the economy gets tight and companies need to conserve capital to make it through the downturns, but come on, cutting marketing budget and STILL expecting growth is down right stupid. How can you expect splashy results when you only dip your toe in the water? Eventually, a competitor will come along, pour marketing might behind their brands and leave you standing still wondering where it all went wrong. The day you begin to cut marketing is the day your competitors make up ground and possibly surpass you. Their continuous marketing efforts will snag your customers because you don't exist anymore in their hearts and mind. Out of sight, out of mind and heart. Brands are easily forgotten without consistent reminders that you exist and that you bring value to their lives.
So, I ask all marketers that when you are planning next year's budget, keep in mind if you're standing still, you're already behind.
www.bebranded.net
317-797-7226
I know that in today's economic environment, most businesses are cutting back in many areas. Unfortunately, the first area to get cut is marketing and advertising. Excuse my French, but "How stupid is that?" Do you really think that telling less people that you exist, what value you bring, or how they can benefit from your company will really help you grow or increase your revenue? Do you really believe that by cutting back on marketing your products/services will increase business? In effect what you are saying is "lets put less gas in the car so we can drive further and save money."
If you believe that marketing and advertising is not the life blood of your business then, I must say that you don't know business. Either that or you're just a commodity, and if you are, I feel sorry for you because you're on your way to becoming extinct. By cutting your marketing budget, you're telling your customers that since they know you so well, you don't need to market to them any more because they'll buy from you anyway. You are also letting the world know that you have more than enough customers, so don't bother trying our products. If that's the case, you are more superior at business and I should pay you tuition just to learn at your feet.
We've all either have heard or have said, "You need to do more with less." I will agree that there is often fat and inefficiencies that can be cut. But once you've gotten rid of all the waste, then you're cutting into meat and bone. In the end you'll be squeezing out any real value your company may have to where if affects your end product. And once that happens, your customers will begin to slip away. Then you begin a harsh cycle of falling revenues and cutting budgets even more, resulting in less people are exposed to your brand, resulting in less revenues, resulting in cutting budgets, and on and on. Financial physics will tell you that you can only cut so much before you start affecting your brand, exposure, and image (or the lack there of). By having the "do more will less" mantra, you are setting your company up for failure. Over time, businesses such as Hardees and products like Sony's e-reader have felt the pain of the lack of marketing budget. Hardees rested on their reputation for great breakfast. They felt they no longer needed to market or advertise. Surprise, surprise, they went from the U.S. #2 burger chain to almost bankrupt in 3 years. The Sony e-reader was the first and best e-reader in the market. They felt their lead was so substantial, they cut back on their marketing. Surprise, the Kindle came along and kicked its ass. Amazon put a ton of marketing might behind the Kindle launch and it wasn't long until Sony was playing catch up.
I understand that when the economy gets tight and companies need to conserve capital to make it through the downturns, but come on, cutting marketing budget and STILL expecting growth is down right stupid. How can you expect splashy results when you only dip your toe in the water? Eventually, a competitor will come along, pour marketing might behind their brands and leave you standing still wondering where it all went wrong. The day you begin to cut marketing is the day your competitors make up ground and possibly surpass you. Their continuous marketing efforts will snag your customers because you don't exist anymore in their hearts and mind. Out of sight, out of mind and heart. Brands are easily forgotten without consistent reminders that you exist and that you bring value to their lives.
So, I ask all marketers that when you are planning next year's budget, keep in mind if you're standing still, you're already behind.
www.bebranded.net
317-797-7226
Brand Tiger Woods
Saturday, December 19, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
This blog is a bit different, though, in the end, it is about branding. The news about Tiger Woods is all over the media. His transgressions are becoming more and more public. His image and personal brand is taking a hit. Almost all of the marketers who are using Tiger (the brand) in their marketing campaigns have gone dark. In fact, there's been only 1 ad to air on TV and that's for Gillette. This is such a drastic dip from a few weeks ago when you couldn't watch or read anything for a length of time before seeing an ad with Tiger Woods as the pitchman. I know some believe that his personal business is his own private business and it should stay that way. I don't agree with that viewpoint. Here's why:
• Tiger Woods is a brand – Tiger gave up the "personal" part of himself when he decided to market brand Tiger and sell that brand to other marketers. When Tiger signed his first endorsement deal, he became a public brand. As with other brands, we as consumers, expect the ones we believe in and buy from to always fulfill their promise and to never do anything that is contrary to what that it stands for. Personal brand is no different than a company brand.
• Brand Tiger affects his partners – Once he agreed to represent another brand and accepted a fee, he is responsible on how is actions affect his partners. You are judged by the company you keep. It's no different when two brands decide to partner in a joint promotion or marketing campaign. For example, if McDonald's offers a toy from Mattel, but the plastic parts contain a chemical that exposes children to high levels of toxins, McDonald's takes the lion's share of the hit in the public's eyes while Mattel escapes with minor damage.(This example is completely hypothetical.) Brand Tiger does affect his partners, so he is no longer afforded the luxury of keeping personal issues private because his issues becomes his partners' issues.
• Tiger Woods' actions affects his value – When that happens, you know you're a brand. When you're a brand, you're actions have value, both positive and negative. In 2008 Tiger Woods made about $12 mil. playing golf and about $110 mil. in endorsements. This also has a direct correlation to his advertising partners. Their value rides on his actions as well. That is another reason why his personal actions are open for review, especially by his partners.
I don't wish any misfortune on Tiger Woods. From hearing opinions from various people about whether his personal business should be off limits by the media, it got me thinking about whether is that really true or not. I my opinion, an individual gives up the privacy card when they decide to sell their personal brand to other partners. As soon as you hit the marketplace as a brand, you are treated like one and held to the same expectations and judgement as other brands, corporate or otherwise. All brands must live their brand promise 24/7/365 or you will lose one of the most important thing you've been building over the years, credibility.
www.bebranded.net
317-797-7226
This blog is a bit different, though, in the end, it is about branding. The news about Tiger Woods is all over the media. His transgressions are becoming more and more public. His image and personal brand is taking a hit. Almost all of the marketers who are using Tiger (the brand) in their marketing campaigns have gone dark. In fact, there's been only 1 ad to air on TV and that's for Gillette. This is such a drastic dip from a few weeks ago when you couldn't watch or read anything for a length of time before seeing an ad with Tiger Woods as the pitchman. I know some believe that his personal business is his own private business and it should stay that way. I don't agree with that viewpoint. Here's why:
• Tiger Woods is a brand – Tiger gave up the "personal" part of himself when he decided to market brand Tiger and sell that brand to other marketers. When Tiger signed his first endorsement deal, he became a public brand. As with other brands, we as consumers, expect the ones we believe in and buy from to always fulfill their promise and to never do anything that is contrary to what that it stands for. Personal brand is no different than a company brand.
• Brand Tiger affects his partners – Once he agreed to represent another brand and accepted a fee, he is responsible on how is actions affect his partners. You are judged by the company you keep. It's no different when two brands decide to partner in a joint promotion or marketing campaign. For example, if McDonald's offers a toy from Mattel, but the plastic parts contain a chemical that exposes children to high levels of toxins, McDonald's takes the lion's share of the hit in the public's eyes while Mattel escapes with minor damage.(This example is completely hypothetical.) Brand Tiger does affect his partners, so he is no longer afforded the luxury of keeping personal issues private because his issues becomes his partners' issues.
• Tiger Woods' actions affects his value – When that happens, you know you're a brand. When you're a brand, you're actions have value, both positive and negative. In 2008 Tiger Woods made about $12 mil. playing golf and about $110 mil. in endorsements. This also has a direct correlation to his advertising partners. Their value rides on his actions as well. That is another reason why his personal actions are open for review, especially by his partners.
I don't wish any misfortune on Tiger Woods. From hearing opinions from various people about whether his personal business should be off limits by the media, it got me thinking about whether is that really true or not. I my opinion, an individual gives up the privacy card when they decide to sell their personal brand to other partners. As soon as you hit the marketplace as a brand, you are treated like one and held to the same expectations and judgement as other brands, corporate or otherwise. All brands must live their brand promise 24/7/365 or you will lose one of the most important thing you've been building over the years, credibility.
www.bebranded.net
317-797-7226
Quit marketing to yourself
Wednesday, December 16, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
We've all seen them. Advertising and marketing that leaves you with a "huh?" instead of a "wow". From my experience, too many marketers try to communicate the wrong audience. They do this by mostly trying to please themselves. They act like "they" are the market. They make judgements from strategic (the big idea) to the tactic (color of the background) based on what "they" like instead of what will my customers will be attracted to. For example, men thinking their brand of humor relates to a woman. There's nothing more stupid than thinking "stupid guy humor" really appeals to a woman enough to check out your product. Holly Buchanan has a great blog and example about this.http://marketingtowomenonline.typepad.com/blog/what_were_they_thinking/
My advice, quit making marketing judgements based on your personal tastes. Often, I tell my clients, "I know if I thrill your customers, you will be thrilled. " My true client is my client's customers, not the CMO who hired me. Unfortunately, too many marketers forget that marketing and advertising is for their customers, not for them or their spouses or their best friends or their secretary. (These people only count if they are truly your customers.) I know this is common sense, but unfortunately, many forget that. They make it personal. As the saying goes, "It's not personal, it's just business."
Where it should become personal is making a genuine connection with your customers. It's not about what you like, but what is meaningful to them. Sorry, it's hardly ever about you when it comes to marketing to your customers. It is your customers who you need to please and attract, not your own style or tastes.
I view it this way. Integrated marketing and corporate branding are our areas of expertise. When it comes to accounting, law, or even office repairs, we hire professionals who are great in those areas. We don't tell them how to do their job or micromanage. We only share with them what outcome we want and let them perform at their best. The same goes with your marketing agency. You should set goals and expectations, but not micromanage to the point where you have executive level people spending time on whether the headline should be blue or red. There are bigger decisions to be made on the strategic level. Most of the time, you'll end up pleasing yourself, but not your customers. Now, if you're not getting the results you need, then hire a marketing agency that "gets" your customers. You're great at making the widget. Marketing agencies are great at reaching and connecting with customers. If you understand how to leverage your marketing agency the right way, you'll not only get the results you want, but you'll get their best work because you've allowed them to do what they are good at on your behalf without getting in their way.
To keep from producing marketing that makes your customers go "WTF?", don't rely on using yourself as the measuring stick. It's your customers who you want to say, "That's exactly how I feel. They get me."
www.bebranded.net
317-797-7226
We've all seen them. Advertising and marketing that leaves you with a "huh?" instead of a "wow". From my experience, too many marketers try to communicate the wrong audience. They do this by mostly trying to please themselves. They act like "they" are the market. They make judgements from strategic (the big idea) to the tactic (color of the background) based on what "they" like instead of what will my customers will be attracted to. For example, men thinking their brand of humor relates to a woman. There's nothing more stupid than thinking "stupid guy humor" really appeals to a woman enough to check out your product. Holly Buchanan has a great blog and example about this.http://marketingtowomenonline.typepad.com/blog/what_were_they_thinking/
My advice, quit making marketing judgements based on your personal tastes. Often, I tell my clients, "I know if I thrill your customers, you will be thrilled. " My true client is my client's customers, not the CMO who hired me. Unfortunately, too many marketers forget that marketing and advertising is for their customers, not for them or their spouses or their best friends or their secretary. (These people only count if they are truly your customers.) I know this is common sense, but unfortunately, many forget that. They make it personal. As the saying goes, "It's not personal, it's just business."
Where it should become personal is making a genuine connection with your customers. It's not about what you like, but what is meaningful to them. Sorry, it's hardly ever about you when it comes to marketing to your customers. It is your customers who you need to please and attract, not your own style or tastes.
I view it this way. Integrated marketing and corporate branding are our areas of expertise. When it comes to accounting, law, or even office repairs, we hire professionals who are great in those areas. We don't tell them how to do their job or micromanage. We only share with them what outcome we want and let them perform at their best. The same goes with your marketing agency. You should set goals and expectations, but not micromanage to the point where you have executive level people spending time on whether the headline should be blue or red. There are bigger decisions to be made on the strategic level. Most of the time, you'll end up pleasing yourself, but not your customers. Now, if you're not getting the results you need, then hire a marketing agency that "gets" your customers. You're great at making the widget. Marketing agencies are great at reaching and connecting with customers. If you understand how to leverage your marketing agency the right way, you'll not only get the results you want, but you'll get their best work because you've allowed them to do what they are good at on your behalf without getting in their way.
To keep from producing marketing that makes your customers go "WTF?", don't rely on using yourself as the measuring stick. It's your customers who you want to say, "That's exactly how I feel. They get me."
www.bebranded.net
317-797-7226
Marketing integration trumps online only
Monday, December 14, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
It's been interesting to read some of the information that's beginning to come in about the affects the online world has on the principles of marketing. So far, it's not the "new world order" as some predict. Curiously, the results and stories are showing that integration of marketing tactics is more effective than just going online alone.
In a research study done by Magid Advisors (a research and business consulting firm) found that the majority of multitaskers – those who watch TV and are online at the same time – ended up overwhelmingly noticing and watching TV ads over internet ads.
Integrated marketing is becoming the key factor in business success. It's not good enough to be just in one place. It's not wise to plow your whole budget into online tactics or traditional marketing. To really understand where to spend and how much to spend, you first must understand your customers. Where your customers "hang out" is where your brand should hang out. The "everyone's doing it" mentality is dangerous. That's something you should have learned in your youth (smoking, drugs, drinking, etc.) This mentality has yet to deliver a positive ending.
Honda, for example, has tried an "experiment". They quietly launched a Facebook page titled "Everybody knows somebody who loves a Honda." It encouraged visitors to post up their stories and their friend's stories about how they love their Honda. It was first supported with a light push of online advertising. It did get quite a bit of attention with just online marketing. Then Honda added TV to the mix with :15 and :30 spots. The campaign got a huge boost. The result was Honda added over 1.2 million fans. An additional site was added to the strategy called Love.Honda.com. This linked back to the Facebook page. Mr. Peyton, CMO of Honda, was very surprised to see what tactics brought what results since they could track which media was generating the login spikes. For example, 50,000 people would sign up after one day of TV ads on an NFL game. "TV isn't dead, but rather an adjunct to community-based marketing…", said Mr. Peyton.
Many marketers are experimenting. We are experimenting. I don't believe anyone has any real answers yet. To me that's the fun part. You have to be smart, creative, and bold in this new marketing world. I don't think the timid will fair very well because by the time you think you have something figured out, there's something new that changes the game. I believe you must be comfortable with being uncomfortable.
One truth I do believe remains, core marketing principles still apply. Regardless of form (online, offline, or somewhere in between), we are still communicating with real people and marketing principles have a long track record in understanding how to effectively communicate with people in a real, emotional way, no matter the form. And that's the beauty of it. They still apply no matter what new killer app comes along. This gives you a foundation to base your marketing and advertising decisions on. A strong foundation will support a wealth of experimentation.
www.bebranded.net
317-797-7226
It's been interesting to read some of the information that's beginning to come in about the affects the online world has on the principles of marketing. So far, it's not the "new world order" as some predict. Curiously, the results and stories are showing that integration of marketing tactics is more effective than just going online alone.
In a research study done by Magid Advisors (a research and business consulting firm) found that the majority of multitaskers – those who watch TV and are online at the same time – ended up overwhelmingly noticing and watching TV ads over internet ads.
Integrated marketing is becoming the key factor in business success. It's not good enough to be just in one place. It's not wise to plow your whole budget into online tactics or traditional marketing. To really understand where to spend and how much to spend, you first must understand your customers. Where your customers "hang out" is where your brand should hang out. The "everyone's doing it" mentality is dangerous. That's something you should have learned in your youth (smoking, drugs, drinking, etc.) This mentality has yet to deliver a positive ending.
Honda, for example, has tried an "experiment". They quietly launched a Facebook page titled "Everybody knows somebody who loves a Honda." It encouraged visitors to post up their stories and their friend's stories about how they love their Honda. It was first supported with a light push of online advertising. It did get quite a bit of attention with just online marketing. Then Honda added TV to the mix with :15 and :30 spots. The campaign got a huge boost. The result was Honda added over 1.2 million fans. An additional site was added to the strategy called Love.Honda.com. This linked back to the Facebook page. Mr. Peyton, CMO of Honda, was very surprised to see what tactics brought what results since they could track which media was generating the login spikes. For example, 50,000 people would sign up after one day of TV ads on an NFL game. "TV isn't dead, but rather an adjunct to community-based marketing…", said Mr. Peyton.
Many marketers are experimenting. We are experimenting. I don't believe anyone has any real answers yet. To me that's the fun part. You have to be smart, creative, and bold in this new marketing world. I don't think the timid will fair very well because by the time you think you have something figured out, there's something new that changes the game. I believe you must be comfortable with being uncomfortable.
One truth I do believe remains, core marketing principles still apply. Regardless of form (online, offline, or somewhere in between), we are still communicating with real people and marketing principles have a long track record in understanding how to effectively communicate with people in a real, emotional way, no matter the form. And that's the beauty of it. They still apply no matter what new killer app comes along. This gives you a foundation to base your marketing and advertising decisions on. A strong foundation will support a wealth of experimentation.
www.bebranded.net
317-797-7226
Cause marketing
Monday, December 7, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
Retailers have taken a beating over the last 12-18 months and this holiday season didn't look much better. Many people just don't have the money to spend. To compound the problem, those who do, feel guilty and don't want to be seen as over indulging on conspicuous consumption, so they just hold on to their money or spend less. What to do? Retailers have found a way to do good while selling more.
Instead of asking you to donate a $1 for a particular charity, many retailers have attached a charity to your purchase. If you buy a Wii at Target, you also are donating to St. Jude Children's Hospital. If you buy a tie for dear ol' dad you are contributing to a child's joy though the Make A Wish Foundation via Macy's. Cause marketing is allowing consumers to spend money AND feel good about themselves. Consumers are responding by buying. This gives them a logical reason on why to go ahead and buy the new Jay-Z headphones because they'll be helping the Toys for Tots Foundation. Consumers also like the fact they are not asked to "donate a $1 or $5" for a charity and feel guilty for not adding that extra money to their already large tab. They are giving just by buying.
Cause marketing is not new, but it has become a tactic that is working this holiday season. The key is that it must make sense to your brand and it must be genuine. We all know when a company is just "using" a charity for selfish reasons. The goodwill gesture must be in line with your brand position. It must support the core reason of why you exist as a business. The critical factor is to find alignment with your brand and the brand of the charity.
Marketers also need to create a win-win-win situation. The customer must win by feeling good about their purchase. The charity must win by gaining financially and awareness. The marketer must win by extending their core brand. This happens when the cause is a natural extension of the brand promise. (ToysRUs = Toys for Tots).
A note to charities and not-for-profits: don't be too self-righteous about working with marketers and believing consumerism is bad. It is the success of business that allows for corporate funds to flow your way. It is the rise in profits that raises the level of all boats in the harbor, so to speak. Embrace business. In fact, I know of several national and global charities who have brought in former CEOs of business to help them run their organizations like a business. The end result is more financial gain to help those they serve. The more the profits, the more people that are affected.
As long as you keep your brand consistent, cause marketing can be a great tactic to extend your brand and to show your customers a new way of seeing that brand come to life in a meaningful way. Just because you're trying to do good, doesn't mean you abandon sound marketing principles.
www.bebranded.net
317-797-7226
Retailers have taken a beating over the last 12-18 months and this holiday season didn't look much better. Many people just don't have the money to spend. To compound the problem, those who do, feel guilty and don't want to be seen as over indulging on conspicuous consumption, so they just hold on to their money or spend less. What to do? Retailers have found a way to do good while selling more.
Instead of asking you to donate a $1 for a particular charity, many retailers have attached a charity to your purchase. If you buy a Wii at Target, you also are donating to St. Jude Children's Hospital. If you buy a tie for dear ol' dad you are contributing to a child's joy though the Make A Wish Foundation via Macy's. Cause marketing is allowing consumers to spend money AND feel good about themselves. Consumers are responding by buying. This gives them a logical reason on why to go ahead and buy the new Jay-Z headphones because they'll be helping the Toys for Tots Foundation. Consumers also like the fact they are not asked to "donate a $1 or $5" for a charity and feel guilty for not adding that extra money to their already large tab. They are giving just by buying.
Cause marketing is not new, but it has become a tactic that is working this holiday season. The key is that it must make sense to your brand and it must be genuine. We all know when a company is just "using" a charity for selfish reasons. The goodwill gesture must be in line with your brand position. It must support the core reason of why you exist as a business. The critical factor is to find alignment with your brand and the brand of the charity.
Marketers also need to create a win-win-win situation. The customer must win by feeling good about their purchase. The charity must win by gaining financially and awareness. The marketer must win by extending their core brand. This happens when the cause is a natural extension of the brand promise. (ToysRUs = Toys for Tots).
A note to charities and not-for-profits: don't be too self-righteous about working with marketers and believing consumerism is bad. It is the success of business that allows for corporate funds to flow your way. It is the rise in profits that raises the level of all boats in the harbor, so to speak. Embrace business. In fact, I know of several national and global charities who have brought in former CEOs of business to help them run their organizations like a business. The end result is more financial gain to help those they serve. The more the profits, the more people that are affected.
As long as you keep your brand consistent, cause marketing can be a great tactic to extend your brand and to show your customers a new way of seeing that brand come to life in a meaningful way. Just because you're trying to do good, doesn't mean you abandon sound marketing principles.
www.bebranded.net
317-797-7226
To rebrand or not to rebrand
Friday, December 4, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
Rebranding. Should you ever do it? When should you consider it? This could be one of the most complicated endeavors a company could take on. It's not unusual for a rebrand to be harder than developing the original brand.
Here are a few points:
1. Too many companies believe their current brands stands for a superior experience – According to Bain & Co (a firm that helps companies with corporate strategies, performance, and organizational structure) over 80% of CEO's believe their brands stand for a superior experience over their competitors, but only 8% of their customers agree. This is called "The Brand Gap". Can they really be that wrong about themselves? It's difficult to see yourself as you really are in the marketplace. Brutal honesty is absolutely required for a successful rebranding.
2. Look close to see what you are losing – By not realizing what your true brand is in the marketplace, you could be losing hundreds-of-thousands or millions of dollars because of myopia. You need to close the "brand gap" by doing one of two things, bring your customers closer to what you want them to think of you (marketing and advertising push & pull) or you move closer to what your customers want you to be (rebrand and then market your new you). Either way, every day you delay in bridging that gap, you are losing dollars.
3. Rebranding isn't cheap – It does take a significant investment. You are looking to reinvent yourself into a more relevant, meaningful company to your customers. Before you forego the investment, you'll need to make sure you've weighed the consequences of inaction carefully. It's more than just what you are losing, it's also about what you are missing out on. This double-whammy shouldn't be taken lightly. Don't let your ego or being "cheap" get in the way or your company could die a death of becoming irrelevant in a very short time. By not making the investment, you could lose it all.
4. Rebranding is more than a paint job – It's not just a new logo, new colors, and new fonts. It's about a core change within the company. The same principles of branding still apply to rebranding. The difference is you are needing to overcome a past to set up a brighter future. Everyone from within in the company and your customers should "feel" the new direction and experience the new commitment. Rebranding is about becoming more relevant to your customers in a meaningful way that makes their lives better or richer, because your old brand has failed to do either.
Brands are valuable. That's why successful brands are managed from the top (i.e. Apple, Starbucks, Google, Walmart). Brand saturates all departments all converging at the CEO position. This is one of their most important jobs. CEO's are paid to guard and enhance the brand to their stakeholders and customers. Brands are actions. Without action, brands never come to life.
If you haven't been active in managing your brand, you could be doing more harm than good without realizing it. Can you really afford to become a has-been?
www.bebranded.net
317-797-7226
Rebranding. Should you ever do it? When should you consider it? This could be one of the most complicated endeavors a company could take on. It's not unusual for a rebrand to be harder than developing the original brand.
Here are a few points:
1. Too many companies believe their current brands stands for a superior experience – According to Bain & Co (a firm that helps companies with corporate strategies, performance, and organizational structure) over 80% of CEO's believe their brands stand for a superior experience over their competitors, but only 8% of their customers agree. This is called "The Brand Gap". Can they really be that wrong about themselves? It's difficult to see yourself as you really are in the marketplace. Brutal honesty is absolutely required for a successful rebranding.
2. Look close to see what you are losing – By not realizing what your true brand is in the marketplace, you could be losing hundreds-of-thousands or millions of dollars because of myopia. You need to close the "brand gap" by doing one of two things, bring your customers closer to what you want them to think of you (marketing and advertising push & pull) or you move closer to what your customers want you to be (rebrand and then market your new you). Either way, every day you delay in bridging that gap, you are losing dollars.
3. Rebranding isn't cheap – It does take a significant investment. You are looking to reinvent yourself into a more relevant, meaningful company to your customers. Before you forego the investment, you'll need to make sure you've weighed the consequences of inaction carefully. It's more than just what you are losing, it's also about what you are missing out on. This double-whammy shouldn't be taken lightly. Don't let your ego or being "cheap" get in the way or your company could die a death of becoming irrelevant in a very short time. By not making the investment, you could lose it all.
4. Rebranding is more than a paint job – It's not just a new logo, new colors, and new fonts. It's about a core change within the company. The same principles of branding still apply to rebranding. The difference is you are needing to overcome a past to set up a brighter future. Everyone from within in the company and your customers should "feel" the new direction and experience the new commitment. Rebranding is about becoming more relevant to your customers in a meaningful way that makes their lives better or richer, because your old brand has failed to do either.
Brands are valuable. That's why successful brands are managed from the top (i.e. Apple, Starbucks, Google, Walmart). Brand saturates all departments all converging at the CEO position. This is one of their most important jobs. CEO's are paid to guard and enhance the brand to their stakeholders and customers. Brands are actions. Without action, brands never come to life.
If you haven't been active in managing your brand, you could be doing more harm than good without realizing it. Can you really afford to become a has-been?
www.bebranded.net
317-797-7226
Twitter is a great way to discipline your brand
Thursday, December 3, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
140 characters. That's all you get. It's such a wonderful way to force marketers to get to the heart of their brand and their core message. All too often, I hear and see companies try to pitch their services and products by giving the prospect a whole run down of everything they do, including giving them the kitchen sink (who said I wanted a kitchen sink?). A company should be able to tell the world why they exist and what value they provide in 140 characters. This is truly knowing who you are and what you stand for, which is the essence of your brand. It's not about the long list of the "stuff" you do.
Twitter also forces you to be interesting, entertaining, and have valuable information. Look at it like a social party. No one wants a bad hang. You know, the person who either has nothing to say or talks too much, most of which is useless babble. Interesting. Entertaining. Valuable. These are the very qualities your brand and your marketing should have anyway. If you do a great job at delivering these three qualities, people will want to hang out with you more and ask you questions. This gives you permission to talk to me more about what you have to offer my life.
Another quality that Twitter teaches is listening and then engaging. Though this is sales 101, too many marketers have forgotten the fine art of listening before speaking. Without insight about your customers, that they will freely give to you if you ask, all you do is sound like a prepared speech. How dull. Once you listen, then engage with interesting, entertaining, and valuable information. This applies to every marketing channel you participate in, both online, social, and traditional media. Don't let your marketing be a bad hang. Otherwise your brand will be the one standing alone in the corner.
In the spirit of Twitter, that's all.
www.bebranded.net
317-797-7226
140 characters. That's all you get. It's such a wonderful way to force marketers to get to the heart of their brand and their core message. All too often, I hear and see companies try to pitch their services and products by giving the prospect a whole run down of everything they do, including giving them the kitchen sink (who said I wanted a kitchen sink?). A company should be able to tell the world why they exist and what value they provide in 140 characters. This is truly knowing who you are and what you stand for, which is the essence of your brand. It's not about the long list of the "stuff" you do.
Twitter also forces you to be interesting, entertaining, and have valuable information. Look at it like a social party. No one wants a bad hang. You know, the person who either has nothing to say or talks too much, most of which is useless babble. Interesting. Entertaining. Valuable. These are the very qualities your brand and your marketing should have anyway. If you do a great job at delivering these three qualities, people will want to hang out with you more and ask you questions. This gives you permission to talk to me more about what you have to offer my life.
Another quality that Twitter teaches is listening and then engaging. Though this is sales 101, too many marketers have forgotten the fine art of listening before speaking. Without insight about your customers, that they will freely give to you if you ask, all you do is sound like a prepared speech. How dull. Once you listen, then engage with interesting, entertaining, and valuable information. This applies to every marketing channel you participate in, both online, social, and traditional media. Don't let your marketing be a bad hang. Otherwise your brand will be the one standing alone in the corner.
In the spirit of Twitter, that's all.
www.bebranded.net
317-797-7226
What is advertising's true purpose?
Monday, November 30, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
Most people know what advertising is, but not many know what it's true purpose is. Unfortunately, over time, it has come to mean selling useless stuff like the pocket fisherman to Shamwow. Most people perceive that the purpose of advertising is to persuade, manipulate, and play head games just to get them to buy something they don't need. Honestly, there are many marketers who have given fuel to these connotations. Their advertising is about trying to "talk you into" buying what ever they are selling.
To me, that's not the real purpose of advertising. Yes, I'm a purist and could be called a romantic in thinking that great advertising has a higher calling than what it's used for. Advertising is not about commerce. It's about how commerce can contribute to individual lives and society as a whole. I'm not saying that advertising is a noble act, but it can be used in a noble way. Great advertising doesn't try to "sell" you something or tries to talk you into buying. In reality, advertising cannot make someone buy something they don't want to. No matter how hard they try or appealing they make it, there's no way I'm buying lima beans. No amount of advertising can brainwash me or motivate me to pick up even one can.
Great advertising goes beyond just information and specs. Great advertising reaches at a human level both in honesty and emotion. The connection is visceral. It helps audiences see possibilities and solutions that go beyond the actual product or service it's talking about.
Great advertising doesn't try to talk you into anything. It's true purpose it to communicate they understand and have felt the way you feel and they might have the solution you're looking for. It doesn't pressure, but instead, invites investigation and discovery. It wants you to look and convince yourself. Because if you convince yourself, you're not being "sold" to, but you are discovering answers on your terms.
I was asked why I went into marketing, branding, and advertising. Here's my answer: I have been interested in this field since high school. The driving motivation was how can I affect the most people the quickest? How can I take up worthy causes and make the greatest impact? I saw how marketing and advertising helped launched new companies to become dominate players. I saw how it helped beloved products reach even more people and enrich more lives. I saw how charities and goodwill organizations are able to change thousands of lives at a time. All because of advertising. I wanted to learn that skill. I wanted to be able to leverage that knowledge on behalf of companies and organizations I believed in and help bring a little more enjoyment to lives, to help make dreams come true, or to literally, change the world.
So, to me, great advertising isn't about selling stuff. It's about real communication, emotional connection, and bringing value to lives in small and great ways by showing the possibilities and making dreams reality.
www.bebranded.net
317-797-7226
Most people know what advertising is, but not many know what it's true purpose is. Unfortunately, over time, it has come to mean selling useless stuff like the pocket fisherman to Shamwow. Most people perceive that the purpose of advertising is to persuade, manipulate, and play head games just to get them to buy something they don't need. Honestly, there are many marketers who have given fuel to these connotations. Their advertising is about trying to "talk you into" buying what ever they are selling.
To me, that's not the real purpose of advertising. Yes, I'm a purist and could be called a romantic in thinking that great advertising has a higher calling than what it's used for. Advertising is not about commerce. It's about how commerce can contribute to individual lives and society as a whole. I'm not saying that advertising is a noble act, but it can be used in a noble way. Great advertising doesn't try to "sell" you something or tries to talk you into buying. In reality, advertising cannot make someone buy something they don't want to. No matter how hard they try or appealing they make it, there's no way I'm buying lima beans. No amount of advertising can brainwash me or motivate me to pick up even one can.
Great advertising goes beyond just information and specs. Great advertising reaches at a human level both in honesty and emotion. The connection is visceral. It helps audiences see possibilities and solutions that go beyond the actual product or service it's talking about.
Great advertising doesn't try to talk you into anything. It's true purpose it to communicate they understand and have felt the way you feel and they might have the solution you're looking for. It doesn't pressure, but instead, invites investigation and discovery. It wants you to look and convince yourself. Because if you convince yourself, you're not being "sold" to, but you are discovering answers on your terms.
I was asked why I went into marketing, branding, and advertising. Here's my answer: I have been interested in this field since high school. The driving motivation was how can I affect the most people the quickest? How can I take up worthy causes and make the greatest impact? I saw how marketing and advertising helped launched new companies to become dominate players. I saw how it helped beloved products reach even more people and enrich more lives. I saw how charities and goodwill organizations are able to change thousands of lives at a time. All because of advertising. I wanted to learn that skill. I wanted to be able to leverage that knowledge on behalf of companies and organizations I believed in and help bring a little more enjoyment to lives, to help make dreams come true, or to literally, change the world.
So, to me, great advertising isn't about selling stuff. It's about real communication, emotional connection, and bringing value to lives in small and great ways by showing the possibilities and making dreams reality.
www.bebranded.net
317-797-7226
To BE thankful
Thursday, November 26, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
Just a short note to say how appreciative and thankful I am for the success we've had over the past year. We have the privilege of meeting and working with some of the best people I've known. And to top it off, many are wonderful clients who have become friends as well. Our integrated marketing firm has been blessed in spite of the economic conditions. I just want to tell all of our clients how thankful and grateful I am of the opportunity to share our expertise with you and that you've allowed us to perform at our best on your behalf.
To our vendor/partners who have been along side us in developing some of the best strategic and creative ideas to very difficult marketing and branding problems, thank you. Without your expertise, advice, and at times, patience, we wouldn't be as half as successful as we have been over the past year.
And most importantly, to our families; you are the support that allows us to do our best. Because you have taken care of everything from the home-front to contributing directly to the agency, you've allowed us to BE focused on serving our clients and building the kind of agency we can be proud of.
With all my sincerity, I'm am so thankful for all of our relationships, both professionally and personally. Without all of their support in a variety of ways, we could not have reached as high as we have this year. I am so blessed and so very thankful.
www.bebranded.net
317-797-7226
Just a short note to say how appreciative and thankful I am for the success we've had over the past year. We have the privilege of meeting and working with some of the best people I've known. And to top it off, many are wonderful clients who have become friends as well. Our integrated marketing firm has been blessed in spite of the economic conditions. I just want to tell all of our clients how thankful and grateful I am of the opportunity to share our expertise with you and that you've allowed us to perform at our best on your behalf.
To our vendor/partners who have been along side us in developing some of the best strategic and creative ideas to very difficult marketing and branding problems, thank you. Without your expertise, advice, and at times, patience, we wouldn't be as half as successful as we have been over the past year.
And most importantly, to our families; you are the support that allows us to do our best. Because you have taken care of everything from the home-front to contributing directly to the agency, you've allowed us to BE focused on serving our clients and building the kind of agency we can be proud of.
With all my sincerity, I'm am so thankful for all of our relationships, both professionally and personally. Without all of their support in a variety of ways, we could not have reached as high as we have this year. I am so blessed and so very thankful.
www.bebranded.net
317-797-7226
Branded experiences is the key to marketing success
Monday, November 23, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
It has been said that advertising has lost its effectiveness. To some, this could be true. I don't think advertising is dying, but I do think whatyou advertise has changed. Typically, marketers advertise their services and products. The stuff they do or make. This is what's becoming bland and very forgettable. I believe you should advertise what experiences your customers will have by engaging with your brand instead. This is far more appealing. By being able to "touch their dreams", your brand becomes more than just the commodity you provide. Your brand can become the unique experience that they can only get from your company. Experiences is where a brand can become unique. It's not in the actual stuff you do or make.
This is true online as well as offline. Experiences is not a technology play, but it's about what intrinsic value you provide in my daily life and when I interact with your brand. It's beyond what I get, it's what I feel when I engage with your brand. Apple has become one of the kings when it comes to experiencing a brand. Nike is also a master at providing wonderful experiences. So too is Google and Amazon. Concepts such as the Victoria's Secret online runway show, Red Bull Flugtag events, Nike's Nike+ online running community, and Leggo's building tours, are all examples of providing great experiences beyond the actual stuff they sell.
Now is the time to get beyond safe thinking and to embrace big ideas. Now is the time to be creative in how you can engage your customers and provide them with an experience that is more than "stuff deep". Those who understand what and how to deliver these experiences will be the ones who will have an advantage in the new economy. The online world has shown how true this concept is. Experiences reach out and engage customers in more meaningful ways which encourage "trial purchases" as well as reinforce repeat buys.
When it comes to advertising, marketers need to use it differently. Turn your marketing and advertising into formats that communicate what experiences await your customers. This is the same for online and offline; traditional and new media. Instead of telling me the specs on your widget, tell me the cool things that are possible. Don't advertise what it does, but describe to me the feeling I'll have as a result of using it. Let me know there's a new world that awaits me for "joining" your community of widgets. What experiences will I be able to participate in that's beyond the commodity I just bought? We've used the term "Branded Experiences" from day one at our agency. (that's where the letters BE comes from). In today's market space, that's what we all should be selling, branded experiences that connects our company to our customers on an emotional level. This kind of marketing and advertising extends the brand beyond the tactics and allows it to become a living entity.
Advertising isn't dead. Advertising your product or service is. What your marketing needs to do is communicate the experiences that awaits your customers. Then, you better be sure that your products and services can live up to the experiences you advertise.
www.bebranded.net
317-797-7226
It has been said that advertising has lost its effectiveness. To some, this could be true. I don't think advertising is dying, but I do think whatyou advertise has changed. Typically, marketers advertise their services and products. The stuff they do or make. This is what's becoming bland and very forgettable. I believe you should advertise what experiences your customers will have by engaging with your brand instead. This is far more appealing. By being able to "touch their dreams", your brand becomes more than just the commodity you provide. Your brand can become the unique experience that they can only get from your company. Experiences is where a brand can become unique. It's not in the actual stuff you do or make.
This is true online as well as offline. Experiences is not a technology play, but it's about what intrinsic value you provide in my daily life and when I interact with your brand. It's beyond what I get, it's what I feel when I engage with your brand. Apple has become one of the kings when it comes to experiencing a brand. Nike is also a master at providing wonderful experiences. So too is Google and Amazon. Concepts such as the Victoria's Secret online runway show, Red Bull Flugtag events, Nike's Nike+ online running community, and Leggo's building tours, are all examples of providing great experiences beyond the actual stuff they sell.
Now is the time to get beyond safe thinking and to embrace big ideas. Now is the time to be creative in how you can engage your customers and provide them with an experience that is more than "stuff deep". Those who understand what and how to deliver these experiences will be the ones who will have an advantage in the new economy. The online world has shown how true this concept is. Experiences reach out and engage customers in more meaningful ways which encourage "trial purchases" as well as reinforce repeat buys.
When it comes to advertising, marketers need to use it differently. Turn your marketing and advertising into formats that communicate what experiences await your customers. This is the same for online and offline; traditional and new media. Instead of telling me the specs on your widget, tell me the cool things that are possible. Don't advertise what it does, but describe to me the feeling I'll have as a result of using it. Let me know there's a new world that awaits me for "joining" your community of widgets. What experiences will I be able to participate in that's beyond the commodity I just bought? We've used the term "Branded Experiences" from day one at our agency. (that's where the letters BE comes from). In today's market space, that's what we all should be selling, branded experiences that connects our company to our customers on an emotional level. This kind of marketing and advertising extends the brand beyond the tactics and allows it to become a living entity.
Advertising isn't dead. Advertising your product or service is. What your marketing needs to do is communicate the experiences that awaits your customers. Then, you better be sure that your products and services can live up to the experiences you advertise.
www.bebranded.net
317-797-7226
How retail stores help brand experience
Saturday, November 21, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
Brick-and-mortar has become a key weapon for many retailers. It is this place where smart brands are able to fully demonstrate their essence and their brand value that's beyond making money. The mobile industry has caught on to this in a big way over the last 5 years. AT&T, Boost, and Microsoft, for example, have all been on a building increase. Why has the physical store become so important in extending the brand experience? What happened to the doomsday web people saying that humans will no longer want to shop in physical stores anymore because they can practically do everything online?
The VP-Marketing of Boost puts it this way, "We work with partners like Best Buys because their stores become our brands' anchor." In a recent study by Wachovia, brick-and-mortar investment is the single biggest driver to customer acquisition. Advertising comes in second. They found that customers still valued face-to-face personalized service stores provided.
The store becomes part of your advertising. Just ask Starbucks. This is the place where your brand promise you made in advertising takes life and is fulfilled. Advertising and marketing helps get customers to try you out or at least, take a look around. It is the store experience that keeps them as repeat customers and turns them into loyal followers of the brand. Your store experience must fulfill the brand promise. If you do this with skill, you're going to see the appropriate rise in business and revenue. If you don't have a concise brand promise, then your store is just a commodity place where generic stuff is and you're reduced to a price-point war.
Retail stores also act as billboards. Verizon has been increasing their storefronts at about 6-8% over the last few years, totaling 2,500 to date. The emotional meaning you provide by the in store experience translates into the sign people see from the street. This is one way to add emotional value to and otherwise, cold, inactive sign. Brand experience energizes the logo people see on the building. Stores are like permanent advertising.
Marketers need to maximize the marketing value of the store instead of seeing it just as a distribution point. They should be the embodiment of the advertising and bring to life the brand promise. It is the customer experience that people use to define your brand and if that experience isn't delivered, you're in trouble. Many products and services are better served in a brick-and-mortar setting than online. For example, a vast majority of people don't like to buy cell phones online. They want to touch and feel the handset. They want to see how it works. They want someone there to explain the cool features and gadgets. All of this "experience" builds your brand and the innate value your brand delivers. This is the "joy of the soul" that is beyond the utilitarian approach that is adopted by so many web businesses.
Now, online stores can do the same. They just have a disadvantage of not being able to appeal to as many senses as the physical world does. Online must rely on other tools more heavily such as great design and great writing to help deliver the brand promise. It is the execution of the transaction as well as the ultimate delivery of the product that further extends the brand experience. The only drawback is the loss of immediate satisfaction because many things must be shipped. And then the experience is out of your hands and in the delivery company's control. Online stores are at a disadvantage because their physical counterparts can leverage all five senses as well as reinforce a sixth quality, how I feel. This is achieved through fulfilling the brand promise made in marketing and advertising.
As with either brick-and-mortar or online stores, marketing and advertising is a major key to communicating your brand. Many times it is advertising that customers first encounter your brand and learn what that brand promise is. By turing your store into an advertising platform, you can extend your brand essence where it is fully realized in a visceral way.
www.bebranded.net
317-797-7226
Brick-and-mortar has become a key weapon for many retailers. It is this place where smart brands are able to fully demonstrate their essence and their brand value that's beyond making money. The mobile industry has caught on to this in a big way over the last 5 years. AT&T, Boost, and Microsoft, for example, have all been on a building increase. Why has the physical store become so important in extending the brand experience? What happened to the doomsday web people saying that humans will no longer want to shop in physical stores anymore because they can practically do everything online?
The VP-Marketing of Boost puts it this way, "We work with partners like Best Buys because their stores become our brands' anchor." In a recent study by Wachovia, brick-and-mortar investment is the single biggest driver to customer acquisition. Advertising comes in second. They found that customers still valued face-to-face personalized service stores provided.
The store becomes part of your advertising. Just ask Starbucks. This is the place where your brand promise you made in advertising takes life and is fulfilled. Advertising and marketing helps get customers to try you out or at least, take a look around. It is the store experience that keeps them as repeat customers and turns them into loyal followers of the brand. Your store experience must fulfill the brand promise. If you do this with skill, you're going to see the appropriate rise in business and revenue. If you don't have a concise brand promise, then your store is just a commodity place where generic stuff is and you're reduced to a price-point war.
Retail stores also act as billboards. Verizon has been increasing their storefronts at about 6-8% over the last few years, totaling 2,500 to date. The emotional meaning you provide by the in store experience translates into the sign people see from the street. This is one way to add emotional value to and otherwise, cold, inactive sign. Brand experience energizes the logo people see on the building. Stores are like permanent advertising.
Marketers need to maximize the marketing value of the store instead of seeing it just as a distribution point. They should be the embodiment of the advertising and bring to life the brand promise. It is the customer experience that people use to define your brand and if that experience isn't delivered, you're in trouble. Many products and services are better served in a brick-and-mortar setting than online. For example, a vast majority of people don't like to buy cell phones online. They want to touch and feel the handset. They want to see how it works. They want someone there to explain the cool features and gadgets. All of this "experience" builds your brand and the innate value your brand delivers. This is the "joy of the soul" that is beyond the utilitarian approach that is adopted by so many web businesses.
Now, online stores can do the same. They just have a disadvantage of not being able to appeal to as many senses as the physical world does. Online must rely on other tools more heavily such as great design and great writing to help deliver the brand promise. It is the execution of the transaction as well as the ultimate delivery of the product that further extends the brand experience. The only drawback is the loss of immediate satisfaction because many things must be shipped. And then the experience is out of your hands and in the delivery company's control. Online stores are at a disadvantage because their physical counterparts can leverage all five senses as well as reinforce a sixth quality, how I feel. This is achieved through fulfilling the brand promise made in marketing and advertising.
As with either brick-and-mortar or online stores, marketing and advertising is a major key to communicating your brand. Many times it is advertising that customers first encounter your brand and learn what that brand promise is. By turing your store into an advertising platform, you can extend your brand essence where it is fully realized in a visceral way.
www.bebranded.net
317-797-7226
Google's Android to spend $100m in integrated advertising (gasp)
Thursday, November 19, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
It is heresy and betrayal? Google and Verizon is spending over $100m in advertising Android. The marketing mix is TV, outdoor, direct mail, digital, and retail merchandising. What is Google doing spending money on TV, outdoor, and direct mail? In truth, it's not the first time. Google has been spending offline, including print, for many years. Are the online faithful going to claim that Google is a hypocrite? If they do, it's not because Google has claimed to only trust your marketing to online search and online paid advertising. It's the followers who have adopted such a stance.
Google is a marketer. They are smart. They know what works for what products. Up until now, their offering is an online product. Still, they've been reaching out to their customers through print ads, outdoor boards, and bus wraps. Now, some of you may say that you've never seen any offline advertising from Google. It's mostly because you aren't their target market. Their big-time customers are advertising agencies (surprise) and other large marketers such as P&G and Kraft. It is these groups that spend in the millions and billions on Google products. Have you seen a Kraft Mac & Cheese TV spot? Have you seen a Crest Toothpaste spot? Of course you have because even though these giants spend millions with Google, they also still spend multi-millions with other marketing efforts in an integrated campaign.
This is Google's first entry into the consumer retail arena. Now many of the Google purists believe that consumer retail is the perfect place to market only online and abandon all other forms of marketing. If that's the best way to do it, then why would Google spend money on TV, outdoor boards, direct mail, and retail merchandising? In fact, of the four categories that Google is spending on their marketing mix, three are offline tactics. I give them great respect they haven't drank their own Kool-aid and only stuck to online tactics. Now the general public will see Google's advertising because this product is squarely aimed at them. Google understands that to reach their market with this product, a true integrated campaign is the best approach. They also know to reach their goals within the allotted timeframe, they needed to be aggressive with their marketing spend. As I've told our clients and prospects, if you want to get there quicker, you must put the commit the necessary resources, both financial and manpower, to achieve what you want in the timeframe that you want. If you have all the time in the world, then you can take it easy and market when you feel like it.
Google also understands that we humans also live in a physical world. We see and hear messages that aren't purely online and we do need face-to-face interaction. Just marketing online doesn't often get the general public talking about your product or service at the office water cooler. Google knows this product is for the masses. They also realize that mass media, in all forms, is the most effective way to get your message across. Integrated marketing is the key.
Now, the creative that Google has chosen is another subject I will address later, but it is also a very critical part of the success formula. (BTW, they are using a national advertising agency called McGarry Bowen) Some believe just marketing in the right places is good enough. They believe they can put up do-it-yourself crap creative and it will sell anyway. Far from the truth. All you've done is exposed how stupid you are to more people, faster.
So, if you are always asking yourself, "What would Google do?" when trying to figure out your marketing plan, I would whole heartedly say yes, do what they do, integrate your marketing, don't discount offline without knowing where your customers hang out, and hire a great advertising agency to do what they do best, which is marketing, and you stick to what you do best which is your product.
www.bebranded.net
317-797-7226
It is heresy and betrayal? Google and Verizon is spending over $100m in advertising Android. The marketing mix is TV, outdoor, direct mail, digital, and retail merchandising. What is Google doing spending money on TV, outdoor, and direct mail? In truth, it's not the first time. Google has been spending offline, including print, for many years. Are the online faithful going to claim that Google is a hypocrite? If they do, it's not because Google has claimed to only trust your marketing to online search and online paid advertising. It's the followers who have adopted such a stance.
Google is a marketer. They are smart. They know what works for what products. Up until now, their offering is an online product. Still, they've been reaching out to their customers through print ads, outdoor boards, and bus wraps. Now, some of you may say that you've never seen any offline advertising from Google. It's mostly because you aren't their target market. Their big-time customers are advertising agencies (surprise) and other large marketers such as P&G and Kraft. It is these groups that spend in the millions and billions on Google products. Have you seen a Kraft Mac & Cheese TV spot? Have you seen a Crest Toothpaste spot? Of course you have because even though these giants spend millions with Google, they also still spend multi-millions with other marketing efforts in an integrated campaign.
This is Google's first entry into the consumer retail arena. Now many of the Google purists believe that consumer retail is the perfect place to market only online and abandon all other forms of marketing. If that's the best way to do it, then why would Google spend money on TV, outdoor boards, direct mail, and retail merchandising? In fact, of the four categories that Google is spending on their marketing mix, three are offline tactics. I give them great respect they haven't drank their own Kool-aid and only stuck to online tactics. Now the general public will see Google's advertising because this product is squarely aimed at them. Google understands that to reach their market with this product, a true integrated campaign is the best approach. They also know to reach their goals within the allotted timeframe, they needed to be aggressive with their marketing spend. As I've told our clients and prospects, if you want to get there quicker, you must put the commit the necessary resources, both financial and manpower, to achieve what you want in the timeframe that you want. If you have all the time in the world, then you can take it easy and market when you feel like it.
Google also understands that we humans also live in a physical world. We see and hear messages that aren't purely online and we do need face-to-face interaction. Just marketing online doesn't often get the general public talking about your product or service at the office water cooler. Google knows this product is for the masses. They also realize that mass media, in all forms, is the most effective way to get your message across. Integrated marketing is the key.
Now, the creative that Google has chosen is another subject I will address later, but it is also a very critical part of the success formula. (BTW, they are using a national advertising agency called McGarry Bowen) Some believe just marketing in the right places is good enough. They believe they can put up do-it-yourself crap creative and it will sell anyway. Far from the truth. All you've done is exposed how stupid you are to more people, faster.
So, if you are always asking yourself, "What would Google do?" when trying to figure out your marketing plan, I would whole heartedly say yes, do what they do, integrate your marketing, don't discount offline without knowing where your customers hang out, and hire a great advertising agency to do what they do best, which is marketing, and you stick to what you do best which is your product.
www.bebranded.net
317-797-7226
Why digital-only companies aren't ready to lead
Monday, November 16, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
When you talk with the new digital-only companies, they will tell you that typical ad agencies just don't get it. For the most part, they are right. Typical ad agencies and PR firms don't truly understand the online world and thus, have a difficult time of incorporating it effectively in their overall marketing plan. Digital agencies are great at creating new ways of doing things, experimenting, and finding alternative marketing opportunities. This is when they are at their best.
Where they fall short is this is all they do. There are a vast majority of them who don't understand the core principles of marketing and how that affect real business. Many don't really want to know the business side of marketing. To them, it's not exciting enough or there's too many principles to learn and understand. They can impress prospects with their technology-driven knowhow and passion, but when it comes down to being asked if they can lead a marketing campaign, many don't really know where or how to start. Almost all of their solutions are online or utilize the newest app of the day with no real solid marketing principles that guide cross-media decisions, individual channel goals, spend ratio, or even how to distinguish between hard and soft objectives. This is where digital-only agencies "don't get it".
As organizational theorist James March states, the best companies have the optimal balance of the exploration of digital and the exploitation of marketing agencies. Marketing agencies are used to hanging out with the CMO or the CEO. They understand the business side of their mission. Marketing agencies are great at developing a comprehensive marketing plan to exploit any advantage on behalf of their clients. Now, this can lead to a stale, "this is how we do always do things" rut. It is something all marketing agencies must guard against. They must incorporate the exploration quality from their digital counterparts.
The real trick is to have the balance of exploration and exploitation working in harmony. Experimentation without discipline ends up being a joy ride with nowhere to go and not knowing if you've arrived. Until the digital-only agencies understand, embrace, and practice true marketing discipline, they won't be ready to lead the charge. And in the end, they are the one's who "don't get it" because this is about business, not technology.
www.bebranded.net
317-797-7226
When you talk with the new digital-only companies, they will tell you that typical ad agencies just don't get it. For the most part, they are right. Typical ad agencies and PR firms don't truly understand the online world and thus, have a difficult time of incorporating it effectively in their overall marketing plan. Digital agencies are great at creating new ways of doing things, experimenting, and finding alternative marketing opportunities. This is when they are at their best.
Where they fall short is this is all they do. There are a vast majority of them who don't understand the core principles of marketing and how that affect real business. Many don't really want to know the business side of marketing. To them, it's not exciting enough or there's too many principles to learn and understand. They can impress prospects with their technology-driven knowhow and passion, but when it comes down to being asked if they can lead a marketing campaign, many don't really know where or how to start. Almost all of their solutions are online or utilize the newest app of the day with no real solid marketing principles that guide cross-media decisions, individual channel goals, spend ratio, or even how to distinguish between hard and soft objectives. This is where digital-only agencies "don't get it".
As organizational theorist James March states, the best companies have the optimal balance of the exploration of digital and the exploitation of marketing agencies. Marketing agencies are used to hanging out with the CMO or the CEO. They understand the business side of their mission. Marketing agencies are great at developing a comprehensive marketing plan to exploit any advantage on behalf of their clients. Now, this can lead to a stale, "this is how we do always do things" rut. It is something all marketing agencies must guard against. They must incorporate the exploration quality from their digital counterparts.
The real trick is to have the balance of exploration and exploitation working in harmony. Experimentation without discipline ends up being a joy ride with nowhere to go and not knowing if you've arrived. Until the digital-only agencies understand, embrace, and practice true marketing discipline, they won't be ready to lead the charge. And in the end, they are the one's who "don't get it" because this is about business, not technology.
www.bebranded.net
317-797-7226
It's an app, app world
Thursday, November 12, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
It seems like there's an app for almost everything. You can calm your nerves with Zen Garden to professional level services like taking your blood pressure. Though it's a smaller part of your integrated marketing, it can be leveraged to add an emotional factor to your image and brand, like making it cooler, convenient, or as a wow factor. I recently ran across an article by Kunur Patel and Abbey Klaassen. I would like to share the highlights with you.
How to succeed in the age of the app.
• People will pay for a good app – Apps like Kraft’s iFood Assistant has become a big hit with consumers. It also costs .99 and people are paying and downloading it like crazy. Zagat’s app charges $9.99 and is the 77th top-grossing paid app in the Apple App Store. Having a fee connected with your app signifies the content is premium. The biggest factor here is your app had better deliver value and keep it's stated promise. There's a very thin line between quirky cool and weird stupid. It’s very difficult to go from free to paid, but you can almost always go from paid to free.
• But free works to drive sales for your endemic product – Benjamin Moore’s app allows you to take a picture with your phone and it will match up the colors with a Benjamin Moore paint product. It inspires you to go to a store and buy the paint. Carl Minchew of Benjamin Moore knows that we have to drive traffic to the stores. He stated, “We haven’t accomplished anything until we sell paint.” Just getting downloads and clicks doesn’t matter. Sales do.
• If you do charge, make it easy for consumers to pay – The simple advice is to partner with people who already know how to collect money.
• This is not the wired web – Don’t force ads into every spot on your mobile app. That’s one mistake the internet companies have made. Measuring click through isn’t the only metric that matters. There’s nothing right now to measure pissed off.
• Make apps part of an integrated message – Integrating your app as a part of marketing campaigns instead of just one-offs is probably the best way to leverage the time, expense, and effort of developing an app. The Gap, Nike, and Smirnoff have sold apps as a part of a bigger integrated marketing campaign that has achieve marketing success.
• Pay attention to feedback and respond fast – People will point out your flaws. Adjust your app as quickly as possible and send everyone an update that is easily installed. Feedback is an asset, only if you pay attention to it and consider your next moves based on it.
• If something doesn’t work, people are not going to blame the phone – Though you may run into some technical challenge in working with phone manufacturers, remember, it’s going to be your fault if consumers feel your app doesn’t work as advertised. The burden is on you to be something of a magician to make it work.
• Use your own assets to market your app – Reach out to your customers to trial your app using your other channels of marketing and communications ( just as the point was made in “Make apps part of an integrated message”).
• Make your advertising targeted when promoting your app – One strategy is to do shorter, more frequent blitzes to your target audience. This creates surges in downloads and uses. Create specific marketing efforts to customers on various handsets.
• Don’t discount the iPod Touch – It’s a sleeping giant according to Kraft’s Mr. Kaczmarek. iPod Touch users download 16.4 free apps and 2 paid apps per month. iPhone users downloads 7.6 free and 2.6 paid apps.
The app can be a valuable tool. To get the best bang, it’s best to integrate it into a larger marketing campaign. This will allow you to integrate your brand into your customer’s lives. Most one-offs don’t last very long. It’s the integrated marketing effort that is effective over the long haul.
www.bebranded.net
317-797-7226
It seems like there's an app for almost everything. You can calm your nerves with Zen Garden to professional level services like taking your blood pressure. Though it's a smaller part of your integrated marketing, it can be leveraged to add an emotional factor to your image and brand, like making it cooler, convenient, or as a wow factor. I recently ran across an article by Kunur Patel and Abbey Klaassen. I would like to share the highlights with you.
How to succeed in the age of the app.
• People will pay for a good app – Apps like Kraft’s iFood Assistant has become a big hit with consumers. It also costs .99 and people are paying and downloading it like crazy. Zagat’s app charges $9.99 and is the 77th top-grossing paid app in the Apple App Store. Having a fee connected with your app signifies the content is premium. The biggest factor here is your app had better deliver value and keep it's stated promise. There's a very thin line between quirky cool and weird stupid. It’s very difficult to go from free to paid, but you can almost always go from paid to free.
• But free works to drive sales for your endemic product – Benjamin Moore’s app allows you to take a picture with your phone and it will match up the colors with a Benjamin Moore paint product. It inspires you to go to a store and buy the paint. Carl Minchew of Benjamin Moore knows that we have to drive traffic to the stores. He stated, “We haven’t accomplished anything until we sell paint.” Just getting downloads and clicks doesn’t matter. Sales do.
• If you do charge, make it easy for consumers to pay – The simple advice is to partner with people who already know how to collect money.
• This is not the wired web – Don’t force ads into every spot on your mobile app. That’s one mistake the internet companies have made. Measuring click through isn’t the only metric that matters. There’s nothing right now to measure pissed off.
• Make apps part of an integrated message – Integrating your app as a part of marketing campaigns instead of just one-offs is probably the best way to leverage the time, expense, and effort of developing an app. The Gap, Nike, and Smirnoff have sold apps as a part of a bigger integrated marketing campaign that has achieve marketing success.
• Pay attention to feedback and respond fast – People will point out your flaws. Adjust your app as quickly as possible and send everyone an update that is easily installed. Feedback is an asset, only if you pay attention to it and consider your next moves based on it.
• If something doesn’t work, people are not going to blame the phone – Though you may run into some technical challenge in working with phone manufacturers, remember, it’s going to be your fault if consumers feel your app doesn’t work as advertised. The burden is on you to be something of a magician to make it work.
• Use your own assets to market your app – Reach out to your customers to trial your app using your other channels of marketing and communications ( just as the point was made in “Make apps part of an integrated message”).
• Make your advertising targeted when promoting your app – One strategy is to do shorter, more frequent blitzes to your target audience. This creates surges in downloads and uses. Create specific marketing efforts to customers on various handsets.
• Don’t discount the iPod Touch – It’s a sleeping giant according to Kraft’s Mr. Kaczmarek. iPod Touch users download 16.4 free apps and 2 paid apps per month. iPhone users downloads 7.6 free and 2.6 paid apps.
The app can be a valuable tool. To get the best bang, it’s best to integrate it into a larger marketing campaign. This will allow you to integrate your brand into your customer’s lives. Most one-offs don’t last very long. It’s the integrated marketing effort that is effective over the long haul.
www.bebranded.net
317-797-7226
A great way to promote your dot com business
Wednesday, November 11, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
It's been very interesting to me seeing a flood of .com companies advertising on TV. Everyone from Google to Etrade to ServiceMagic. To me, these are signs that the online companies are understanding what it takes to not only run profitable business, but to increase and drive sales to new groups of customers. Of course, there are exceptions to every guideline. Amazon is one of those examples. Another trend that is bearing out is that the "brick and mortar" may not be dead, but it may become the edge for a .com business. Here is a category example that I've just recently ran across.
The Gift-card industry – There are some opportunistic entrepreneurs who have created a business around the unused and unredeemed gift cards that we all have lying around. The web sites and business models are very interesting and innovative. Almost all are exclusively an online business. Out of the 4 examples, there is only one that is profitable and that one has a traditional "brick and mortar" presence along with its online store.
GiftZip.com (started in June of 2009) – This site allows shoppers to choose a merchant "card". They receive an e-card via email which can be used at the selected merchant. The company makes money by receiving a percentage from merchants whos cards have been sold through GiftZip.com. Profitability: The founders hope to break even by next year.
PlasticJungle.com (started in 2006)– In essence, this is a trading site. Customers can buy, sell, or trade their gift cards. Their real money maker is buying cards at 65%-85% of face value from customers and then reselling them at a profit.Profitability: It has seen growth of 60% in the last quarter, but has yet to turn a profit in 3 years.
SharedProgress.com (started in 2005)– There are three web sites within this program. GiftCardBuyback.com buys cards from customers at 64%-83% of face value. GiftCardsAgain.com resells the gift cards at a 3%-20% discount. GiftCardDoner.com accepts cards from nonprofit groups and the charities get 70% of revenue. Profitability: The business almost breaks even which is what the founders wanted it to do in the first place.
Swapagift.com (started in 2003) – This company allows consumers to mail in or take their gift cards to one of 600 kiosks and swap them for a different gift card. The buy back rates depend on popularity. This is one of the few who have separated themselves in the Gift Card industry by having a brick and mortar presence along with their web site store front.Profitability: Has seen 200% annual growth since launch. Bought out in 2008 for an undisclosed sum.
LeverageCard.com (started in 2007) – You can buy or swap gift cards and earn a 1% APR on cards from the merchants. First you register your cards online. This allows you to redeem your cards, even if you lose them. The merchant cards you register qualifies you for interest payments from that store. Profitability: Has yet to break even and is still in "start-up" mode in the opinion of the founders.
What does this industry example mean? To me, it shows how much more powerful a brand and business can be if it reaches beyond cyberspace. Whether you have a brick and mortar presence or market and advertise in other media besides the web, some .com businesses are realizing we still live in a physical world and that people still like to touch, feel, and see what they are buying. Even if it is just gift cards. I had a narrow minded colleague say that there will no longer be a need for sales training in 3 to 5 years because all sales will be done online and you don't need sales people for that. It was very naive statement, but unfortunately, too many .com businesses believe that in their heart. As for me, give me a top-flight sales team over a web-only business with no sales people any day. A solid web business that leverages ALL of the marketing and advertising tools, combined with a great sales team and a brick a mortar presence is a hard company to beat.
www.bebranded.net
317-797-7226
Customer relationship marketing
Wednesday, November 4, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
I just recently read an article by David Williams, CEO of Merkle, a company who helps clients leverage their customer data. The article was centered around the concept of what "the agency of the future" will look like. He made several points that are very interesting and I happen to agree with.
• There's a new question. The question used to be "How do we do great advertising?" Then it was "How do we do great marketing?" Now, it's "How do we do great customer relationship marketing?" The emphasis is on how to communicate in a way that connects the brand to the relationship with the customer. This applies to everything from the advertising, marketing, and PR to online and social media. Building a great brand involves building a great relationship with meaning with the customer.
• It's not technology driven. The idea that technology is the key factor is a myth. Creating an authentic relationship is not technology-driven, it's technology-enabled. Technology allows us to collect customer data and information. This, in turn, gives us insight and keys to what is important to our customers on an emotional level, not if they prefer blue over red (if you're still focusing in on that kind of information, then you're already a commodity). Look at it this way, just because you have a thousand friends on facebook and two thousand followers on twitter, that doesn't mean you've got a true relationship with everyone of those people. These media outlets are technology-driven, but they are not a substitute for real customer relationships and emotional insights.
• You don't manage customers. It used to be you managed customers. Instead, you should be altering behaviors. This is a different emphasis on customer relationships. If you try to manage customers, you're fighting a losing battle. It's like herding cats. Also, just by managing them, you don't create a real connection with them to your brand. By marketing to alter behaviors, you're trying to show customers how your brand can relate to them and become an integral part of who they are and how you can help make their lives better, more enjoyable. The focus should be on marketing to influence behaviors to optimize customer value.
• There are two dimensions. Customer relationship marketing has two components, brand and customer. The bonding of a strong brand to driving appropriate customer behavior is what most CMO's want today. The responsibility of the marketing agency is establish a strong brand presence and what it emotionally means to customers so that they can see how the brand can make their lives easier, better, cooler, etc. The key is being able to communicate as if it was a one-on-one in a mass strategy.
Overall, marketing agencies are well positioned and equipped to be a strong communicator in the brand conversation. Our strength lies in understanding how to build emotion into a brand and then communicating that across the board in all mediums and technologies, not just depending on the technology alone to be the difference maker. It is this comprehensive marketing approach that delivers the intimate message on a grand scale.
www.bebranded.net
317-797-7226
I just recently read an article by David Williams, CEO of Merkle, a company who helps clients leverage their customer data. The article was centered around the concept of what "the agency of the future" will look like. He made several points that are very interesting and I happen to agree with.
• There's a new question. The question used to be "How do we do great advertising?" Then it was "How do we do great marketing?" Now, it's "How do we do great customer relationship marketing?" The emphasis is on how to communicate in a way that connects the brand to the relationship with the customer. This applies to everything from the advertising, marketing, and PR to online and social media. Building a great brand involves building a great relationship with meaning with the customer.
• It's not technology driven. The idea that technology is the key factor is a myth. Creating an authentic relationship is not technology-driven, it's technology-enabled. Technology allows us to collect customer data and information. This, in turn, gives us insight and keys to what is important to our customers on an emotional level, not if they prefer blue over red (if you're still focusing in on that kind of information, then you're already a commodity). Look at it this way, just because you have a thousand friends on facebook and two thousand followers on twitter, that doesn't mean you've got a true relationship with everyone of those people. These media outlets are technology-driven, but they are not a substitute for real customer relationships and emotional insights.
• You don't manage customers. It used to be you managed customers. Instead, you should be altering behaviors. This is a different emphasis on customer relationships. If you try to manage customers, you're fighting a losing battle. It's like herding cats. Also, just by managing them, you don't create a real connection with them to your brand. By marketing to alter behaviors, you're trying to show customers how your brand can relate to them and become an integral part of who they are and how you can help make their lives better, more enjoyable. The focus should be on marketing to influence behaviors to optimize customer value.
• There are two dimensions. Customer relationship marketing has two components, brand and customer. The bonding of a strong brand to driving appropriate customer behavior is what most CMO's want today. The responsibility of the marketing agency is establish a strong brand presence and what it emotionally means to customers so that they can see how the brand can make their lives easier, better, cooler, etc. The key is being able to communicate as if it was a one-on-one in a mass strategy.
Overall, marketing agencies are well positioned and equipped to be a strong communicator in the brand conversation. Our strength lies in understanding how to build emotion into a brand and then communicating that across the board in all mediums and technologies, not just depending on the technology alone to be the difference maker. It is this comprehensive marketing approach that delivers the intimate message on a grand scale.
www.bebranded.net
317-797-7226
What’s in a name anywyay?
Monday, November 2, 2009 by
Tony Fannin
by Tony Fannin, prresident, BE Branded
Some believe that there's really little need to spend time and energy in developing a great name for a product or company. There are many examples that they point to such as Best Buy, Starbucks, and British Petroleum. These companies have created great brand awareness in spite of their name. What they don't tell you is the second half of the brand equation. It also took many decades or even a century with millions of dollars in marketing and dominating a market like building a store on every other block in a 2 mile radius. With that kind of marketing support and presence, you too, can make your Widgets-to-go company well known.
Today, business is hyper-competitive with competitors that are around every corner and that come in many forms. Why handicap yourself on purpose? So, why spend the effort in creating a great brand name or product name?
First of all, you need every advantage you can get in a competitive environment. Most likely, there are already many companies and products that already exists and do what you do. They may not do it exactly as you, but they fall in the same category. Your competitors already have an advantage by the fact they have a head start on establishing their brand in the marketplace. They also are probably spending much more than you on marketing and advertising. Unless you plan on spending 2.5 times your competitors to launch a product or company, your name becomes your greatest weapon.
Second, if your name is too generic or too close to names that already exist, you've already positioned yourself into the commodity bin. That means there is nothing special about you and now you're competing for pennies based on price point. Names need to be unique and different to be memorable. By giving yourself this advantage early, you'll have a better chance to separate your company or product from a competitor. Google, Swiffer, and Xerox have been able to do this. Some of the names have become so iconic that they have become verbs. I don't know of any generic names or boring descriptive name that has been able to establish their brand into that elite echelon.
Finally, you name needs to match the vision. I see too many tech companies who say they are all about innovation, but come up with the most boring, expected names, how can I take their mission seriously? If you're all about innovation, shouldn't it begin with yourself? You can also get preachy and be too much about yourself. Many companies get too egotistical about themselves or their products. Your vision should be less about you and more about your customers. So should your name. What are the emotional benefits? What value do you bring to the world? Does the name really support your vision of what you are doing?
What's in a name? To me it's a vital key to success. Nike. Apple. McDonald's. WalMart. These brands have emotional meaning just by mentioning them. That's what's in a name.
www.bebranded.net
317-797-7226
Some believe that there's really little need to spend time and energy in developing a great name for a product or company. There are many examples that they point to such as Best Buy, Starbucks, and British Petroleum. These companies have created great brand awareness in spite of their name. What they don't tell you is the second half of the brand equation. It also took many decades or even a century with millions of dollars in marketing and dominating a market like building a store on every other block in a 2 mile radius. With that kind of marketing support and presence, you too, can make your Widgets-to-go company well known.
Today, business is hyper-competitive with competitors that are around every corner and that come in many forms. Why handicap yourself on purpose? So, why spend the effort in creating a great brand name or product name?
First of all, you need every advantage you can get in a competitive environment. Most likely, there are already many companies and products that already exists and do what you do. They may not do it exactly as you, but they fall in the same category. Your competitors already have an advantage by the fact they have a head start on establishing their brand in the marketplace. They also are probably spending much more than you on marketing and advertising. Unless you plan on spending 2.5 times your competitors to launch a product or company, your name becomes your greatest weapon.
Second, if your name is too generic or too close to names that already exist, you've already positioned yourself into the commodity bin. That means there is nothing special about you and now you're competing for pennies based on price point. Names need to be unique and different to be memorable. By giving yourself this advantage early, you'll have a better chance to separate your company or product from a competitor. Google, Swiffer, and Xerox have been able to do this. Some of the names have become so iconic that they have become verbs. I don't know of any generic names or boring descriptive name that has been able to establish their brand into that elite echelon.
Finally, you name needs to match the vision. I see too many tech companies who say they are all about innovation, but come up with the most boring, expected names, how can I take their mission seriously? If you're all about innovation, shouldn't it begin with yourself? You can also get preachy and be too much about yourself. Many companies get too egotistical about themselves or their products. Your vision should be less about you and more about your customers. So should your name. What are the emotional benefits? What value do you bring to the world? Does the name really support your vision of what you are doing?
What's in a name? To me it's a vital key to success. Nike. Apple. McDonald's. WalMart. These brands have emotional meaning just by mentioning them. That's what's in a name.
www.bebranded.net
317-797-7226
Brand is more about who you are and less about what you do
Tuesday, October 27, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
I recently went to a business chamber function to meet owners and various executives at different companies. Throughout the event, I was interesting to see, but not surprising, how people introduced themselves and their company. Too many of them began by telling you all about what they do or what kinds of things the company does. Then they go on and on repeating the FULL laundry list of what services and products they provide. By the time they got to #5, you've already forgotten #1, and they weren't even finished yet. When you asked a question about a service or capability, most of the time they would answer, "Yes, we do everything." I was amazed at how many companies can do "everything". When I asked what makes you unique, most answered back with the same laundry list they started out with.
Too many business owners and company executives don't really know how to pitch their companies. You'd expect the people at the top to be the shinning example of the brand and what it truly means. Unfortunately, most are some of the worst offenders of this. The fact of the matter is when the owner or executive looks or sounds stupid, so does the company, regardless of how great they "do" things. Here are a few areas to keep in mind about communicating your brand:
• What single element do you provide to the marketplace? To some this means what you do. It's not. It's about what emotional element do you fulfill. It used to be that technology or process can give a company a sustainable advantage for years or even decades. In today's world, that time has been reduced to months. What you provide to the marketplace has to be reduced to a single, emotional concept. This way beyond what you make or the services you provide.
• Why does your company exist beyond making money? Of course, almost all businesses are in it to make money, but why are you in business in the first place? If it is just to make money, you'll often find how shallow these companies are. They may make money in the short term, but will fail to build something long lasting and meaningful. They will fail at becoming great. Companies need to exist to provide something of human value. If they don't, then no one will care about whether they exist or not and thus you will be reduced to a commodity.
• How are you unique? Being unique is not about what you do. There are hundreds of other companies who do what you do. There are hundreds of companies who do what I do. (integrated marketing). What makes you unique are the human, emotional qualities that you interject into the soul of your product or service. This is the true essence of the company like Apple's "cool" factor or Nike's "dominate your competition". What is extremely hard for other companies to duplicate is the emotional and character essence of your company. This is what makes you unique. It's not about culture either. It's about what emotional value do you deliver to the marketplace that people are willing to pay money for.
Brand is less about what your company does and more about what your company stands for. It's what value you provide to your customers that they are willing to pay hard-earned money for. Most importantly, it's about seeing your company as a living entity. And as a living entity, who are you?
www.bebranded.net
317-797-7226
I recently went to a business chamber function to meet owners and various executives at different companies. Throughout the event, I was interesting to see, but not surprising, how people introduced themselves and their company. Too many of them began by telling you all about what they do or what kinds of things the company does. Then they go on and on repeating the FULL laundry list of what services and products they provide. By the time they got to #5, you've already forgotten #1, and they weren't even finished yet. When you asked a question about a service or capability, most of the time they would answer, "Yes, we do everything." I was amazed at how many companies can do "everything". When I asked what makes you unique, most answered back with the same laundry list they started out with.
Too many business owners and company executives don't really know how to pitch their companies. You'd expect the people at the top to be the shinning example of the brand and what it truly means. Unfortunately, most are some of the worst offenders of this. The fact of the matter is when the owner or executive looks or sounds stupid, so does the company, regardless of how great they "do" things. Here are a few areas to keep in mind about communicating your brand:
• What single element do you provide to the marketplace? To some this means what you do. It's not. It's about what emotional element do you fulfill. It used to be that technology or process can give a company a sustainable advantage for years or even decades. In today's world, that time has been reduced to months. What you provide to the marketplace has to be reduced to a single, emotional concept. This way beyond what you make or the services you provide.
• Why does your company exist beyond making money? Of course, almost all businesses are in it to make money, but why are you in business in the first place? If it is just to make money, you'll often find how shallow these companies are. They may make money in the short term, but will fail to build something long lasting and meaningful. They will fail at becoming great. Companies need to exist to provide something of human value. If they don't, then no one will care about whether they exist or not and thus you will be reduced to a commodity.
• How are you unique? Being unique is not about what you do. There are hundreds of other companies who do what you do. There are hundreds of companies who do what I do. (integrated marketing). What makes you unique are the human, emotional qualities that you interject into the soul of your product or service. This is the true essence of the company like Apple's "cool" factor or Nike's "dominate your competition". What is extremely hard for other companies to duplicate is the emotional and character essence of your company. This is what makes you unique. It's not about culture either. It's about what emotional value do you deliver to the marketplace that people are willing to pay money for.
Brand is less about what your company does and more about what your company stands for. It's what value you provide to your customers that they are willing to pay hard-earned money for. Most importantly, it's about seeing your company as a living entity. And as a living entity, who are you?
www.bebranded.net
317-797-7226
Online advertising isn't dying, it's just a market correction
Saturday, October 24, 2009 by
Tony Fannin
by Tony Fannin, president, BE Branded
Everything swings from left to right and back again until it settles into a balance. For example, a few years ago Six Sigma was all the rage. Everything had to be lean engineered until the rock bled. It was the same thing with new technology and all of the web ads and banners. Almost everyone was going to make millions of dollars just by having a cool web site and charge thousands of advertisers fees to place ads on their site. All other forms of marketing was considered a dinosaur. In business and marketing, such drastic swings are to be expected. Everyone is looking for the quick fix or the newest "killer app" (especially if it's free or cheap) or trying to something (ROI) for little or nothing invested.
Time has a way of balancing things out. Common sense and logic usually wins out in the end. Once the rush of the next cool thing has died down, true marketing principles re-emerge and everyone gets back to solid marketing basics. The real winners are those who still do the "blocking and tackling" as well as executing the cool and innovative. In a recent study, the Interactive Advertising Bureau has released findings for online revenue. Here's what they found:
• Online revenue has dropped 5.3% from 2008
• Display advertising is down 1%
• Online classifieds and directories are down 38%
The bright spots:
• Search revenue was up 2%
• Time spent on social networking has tripled (*Footnote – though people spend time on these sites, no one yet, has been able to figure out how to monetize this category. It's hard to be a business when you give away everything. (See my blog "The point of social media is not to sell anything")
Smart, experienced marketers still understand that there is no "killer app" or silver bullet. Great marketing comes from smart, innovative, integration of all of their marketing arsenal. This creates momentum from one tactic to another. A well, thought out marketing plan creates great synergy between their individual tactics that builds the brand. Online advertising is an important component, but it's not the be-all savior of the marketing world. It's like saying, what's more important, your arm or your leg?
www.bebranded.net
317-797-7226
Everything swings from left to right and back again until it settles into a balance. For example, a few years ago Six Sigma was all the rage. Everything had to be lean engineered until the rock bled. It was the same thing with new technology and all of the web ads and banners. Almost everyone was going to make millions of dollars just by having a cool web site and charge thousands of advertisers fees to place ads on their site. All other forms of marketing was considered a dinosaur. In business and marketing, such drastic swings are to be expected. Everyone is looking for the quick fix or the newest "killer app" (especially if it's free or cheap) or trying to something (ROI) for little or nothing invested.
Time has a way of balancing things out. Common sense and logic usually wins out in the end. Once the rush of the next cool thing has died down, true marketing principles re-emerge and everyone gets back to solid marketing basics. The real winners are those who still do the "blocking and tackling" as well as executing the cool and innovative. In a recent study, the Interactive Advertising Bureau has released findings for online revenue. Here's what they found:
• Online revenue has dropped 5.3% from 2008
• Display advertising is down 1%
• Online classifieds and directories are down 38%
The bright spots:
• Search revenue was up 2%
• Time spent on social networking has tripled (*Footnote – though people spend time on these sites, no one yet, has been able to figure out how to monetize this category. It's hard to be a business when you give away everything. (See my blog "The point of social media is not to sell anything")
Smart, experienced marketers still understand that there is no "killer app" or silver bullet. Great marketing comes from smart, innovative, integration of all of their marketing arsenal. This creates momentum from one tactic to another. A well, thought out marketing plan creates great synergy between their individual tactics that builds the brand. Online advertising is an important component, but it's not the be-all savior of the marketing world. It's like saying, what's more important, your arm or your leg?
www.bebranded.net
317-797-7226
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