All too often, companies (and sometimes agencies), would rather tell you in 1000 words all of the features of a product rather than showing you in a great image (or series of moving images).
This really cool video from BMW does a better job of illustrating the acceleration of the S1000RR than any list of horsepower and tourque could ever accomplish. I am sure that 0 to 100 km/h in 2.9 seconds is really impressive sounding - but to see it in action is what really leaves an impact.
And isn’t that what good branding is about. Telling a story that is relatable, relevant, and emotionally compelling. It’s all about using the consumer insight to craft the story that will illustrate the benefit in a way that makes an emotional connection and changes consumer behavior.
We are pleased to present a new series, Ask Mr. Brandypants, from guest blogger Tom Marcantel. Practical advice on marketing from a guy who knows a thing or two about advertising and selling stuff. Enjoy!
Dear Mr. Brandypants,
I think that I need an ad agency but I’m not sure who to go with. I know that given this economy, we need to be smart with our marketing budget. Is there some criteria that I should use in evaluating a marketing partner?
- Need an Agency Now
Dear Need,
This is a question that Mr. Brandypants often hears. The short answer is, yes, there is a criteria. But you’ll need to create it because your situation will be different from everyone else—including your competition. However, Mr. B would never leave you hanging so here are some guidelines to consider for developing your criterion.
1.Experience in your category does not mean success for you.
Agencies that have “category specialties” often are experts on the operations of a category, but have standardized their practices. Which means they’ll attempt to solve everyone’s marketing problems in the same way. It’s more efficient for them but not necessarily more effective for you. Look for someone who is willing to dig into your business and offer fresh perspectives. The quality of the thinking and the interest shown in your business can trump category experience. That is, if they can show that they know and follow sound marketing practices.
2. Look for someone who listens, but aren’t order-takers.
Mr. B knows it’s a fine line to tread, but there are two considerations to take into account. First, you know your business better than anyone. But the agency should know how to do what they do better than you. It’s a nice balance, right? So if you get the sense that you’re dealing with someone who’s point of view is “whatever you think,” run—don’t walk—away. You’ll be wasting your time and money.
3. Who will run your business?
Here’s a little secret—big agencies take on small accounts to provide cash flow while their higher-profile accounts offer marquee value but smaller margins. If you’re a small account at a big agency, chances are your day-to-day team will be junior staffers. So you want to be a big fish in a small pond. Provided of course that the people in charge of the pond know what they’re doing.
4. Find someone you like.
Everything else being equal, you have to like and respect the people you partner with and vice-versa. If the chemistry isn’t there, things can go south fast.
One suggestion before you commit your entire budget, try a project or two with people you feel good about. It will give you both a chance to see if things are working.
Good luck.
MB
If you have a question, please email Mr. Brandypants c/o tom@marcantelpartners.com
Tune in every Monday at 5:20pm to KPEL FM 105.1 on your radio or online at www.kpel1051.com for another installment of Brand Buzz. On this week’s episode of Brand Buzz we will be talking about how to harness the power of branding to sell.
One of the most important elements is credibility. If the brand identity is credibility based then the customer will not want to buy anywhere else. This is achieved through psychology and persuasion.
Credibility needs a stronger brand image. With a great brand identity then the credibility is instantly gained and now it’s just yours to lose.
If you would like additional information, please click here to download the free ebook and learn more about how to harnass the power of branding to sell.
The most important aspect of building a brand is establishing an emotional connection with the consumer. That comes from changing the conversation and telling a story that the consumer will feel while highlighting benefits they want, not from a list of features.
Feel free to contact us if you have questions for the show. If you haven’t already, please subscribe to receive the Razor Branding Blog either via email or reader to receive daily updates and information regarding branding.
Considering how great the follow up video is, it’s easy to imagine why it took three years.
The new release, This Too Shall Pass, has been viewed over 5 million times on YouTube in just four days.
The band describes their new video:
From the new album “Of the Blue Colour of the Sky” available at http://www.okgo.net/store
Directed by James Frost, OK Go and Syyn Labs. Produced by Shirley Moyers. The official video for the recorded version of “This Too Shall Pass” off of the album “Of the Blue Colour of the Sky”. The video was filmed in a two story warehouse, in the Echo Park neighborhood of Los Angeles, CA. The “machine” was designed and built by the band, along with members of Syyn Labs ( http://syynlabs.com/ ) over the course of several months.
Once you have watched it, you can easily understand why it has gone viral so quickly.
Great content makes people want to talk about it. Makes them want to share it with their friends. Most importantly, great content makes people want to buy some for themselves.
We are starting a new series at Russo entitled Brandom Thoughts. Andy and Ashley will examine the lighter side of branding. Every Friday expect a new video and let us know what you think.
This video series will focus on one of blogs from earlier in the week, in this case, 8 Principles of Branding from Monday, and discuss it through a new perspective…a fish eye perspective.
Mostly, it just really makes us laugh when they make these videos, which they do whenever we aren’t looking, and we thought you would enjoy them also.
Branding encompasses all of the touchpoints of a business. Every way that a consumer interacts with the company and its products will influence how they feel about that company.
Yet, all too often companies seem to do ‘just enough’. They figure out the least amount that is required and still get by.
The business model seems to be focused on how to do it as cheap as possible, as fast as possible, with as little effort as possible. What’s the least it will take? Then let’s do only that - just enough. It’s as though they start cutting out the ‘extras’ until they get to the lowest possible point.
Sure, profit margins might rise. Sure, it might improve cash flow. Will it grow ‘just enough’?
Those are just short term fixes.
Why not do the exact opposite? Why not do more than enough? As a matter of fact, think about how great the response would be if you did the most instead of the least. Change the conversation by exceeding their expectations.
Over deliver.
And see how effective it can be to have those delighted brand advocates market for you.
Tune in every Monday at 5:20pm to KPEL FM 105.1 on your radio or online at www.kpel1051.com for another installment of Brand Buzz. On this week’s episode of Brand Buzz we will be talking about the EIGHT PRINCIPLES OF BRANDING.
Be Distinct
Be First
Be Insightful
Be Reliable
Be Emotional
Be There
Be Smart
Be Conversational
Branding is the business buzz word for the past few years. What is it exactly? Why should you care?
Do you have Brand Advocates?
Are your consumers forming an emotional connection to your company and it’s products?
Who are your consumers? No, really who are they deep down? What are their wants and needs?
If you would like additional information, please click here to download the free ebook and learn more about how important branding is to the growth of your company and what you should do to get your brand in order.
The most important aspect of building a brand is establishing an emotional connection with the consumer. That comes from changing the conversation and telling a story that the consumer will feel and highlighting benefits they want, not from a list of features.
Feel free to contact us if you have questions for the show. If you haven’t already, please subscribe to receive the Razor Branding Blog either via email or reader to receive daily updates and information regarding branding.
There have been some great taglines in advertising history. Positioning statements that achieved advertising greatness. A few of the more notables include:
7-Up - The uncola
AllState - Are you in good hands?
American Express - Don’t leave home without it.
Apple - Think Different
Bounty - The quicker-picker-upper
Burger King - Have it your way
Dairy Board - Got milk?
DeBeers - A diamond is forever
Disneyland - The happiest place on earth
Fedex - When it absolutely, positively has to be there overnight.
Greyhound - Leave the driving to us.
Las Vegas - What happens here, stays here
M&Ms - Melts in your mouth, not in your hand.
MasterCard - There are so many things that money can’t buy. For everything else there’s MasterCard.
Maxwell House - Good to the last drop.
Memorex - Is it live or is it Memorex?
Nike - Just do it
Secret - Strong enough for a man but made for a woman
Walmart - Save money. Live better.
These have all worked very effectively to best position the companies.
Toyota however seems to have missed the memo on picking a good tagline. As a company that is testifying before Congress about stuck accelerators, is “Moving Forward” really the best choice?
Unless their goal is to provide the opening monologue for Jay Leno’s new Tonight Show, they should have picked a tag that wouldn’t expose them to so much potential mockery.
This week we are looking at the five best ways to destroy your brand.
On Monday, we focused on Discount Sales. When a business discounts prices they position themselves as cheap instead of valuable and it will diminish the brand. The consumer is prevented from making an emotional connection and is forced to think of the relationship from a transactional point of view.
On Tuesday, we examined another great way to destroy the brand, cutting the budget. Often companies look to the marketing budget a place to make a first cut to improve the bottom line. However, this is only a short term fix and unfortunately a very short sighted one. Although, it is a great way to destroy the brand.
On Wednesday, we reviewed the need for authenticity. If a company is acting like they are something that they are in fact not, the consumer will know and will never trust the company. When companies make promises, it has to be based on an authentic point of differentiation.
On Thursday, we talked about thinking beyond advertising. The best way to destroy your brand is to think of it as only your logo or your product. Instead, you have to recognize your brand as your consumer’s emotional response to those things. Your brand isn’t a tangible item that is sold in a store. Your brand is a feeling that your consumers hold in their hearts.
Today we are talking about the brand promise. The 5th and best way to destroy your brand is to break your promise. Branding is an emotional relationship and consumers need reassurance they are making the right choices. If your marketing activities create mistrust by under-delivering on their expectations of your brand, consumers may quickly switch to a safer (a.k.a. less expensive) alternative.
So what are you promising? What is your Brand Promise?
Think about Fedex. Their promise is pretty clear. Deliver the world overnight. If they are consistently late and their deliveries start taking 2 or 3 or 4 days to arrive, what would happen? How would they fare in the marketplace?
Think about your business. What is the brand promise that you make? Do you keep it? Most importantly, does anyone care? Is your promise unique enough that it stands out? These are the best ways to destroy your brand. Now what?
Focus on your company and review these five branding busters. Do you need to make any changes? Do you have the emotional connection with your consumers that you need to grow your brand?
This week we are looking at the five best ways to destroy your brand.
On Monday, we focused on Discount Sales. When a business discounts prices they position themselves as cheap instead of valuable and it will diminish the brand. The consumer is prevented from making an emotional connection and is forced to think of the relationship from a transactional point of view.
On Tuesday, we examined another great way to destroy the brand, cutting the budget. Often companies look to the marketing budget a place to make a first cut to improve the bottom line. However, this is only a short term fix and unfortunately a very short sighted one. Although, it is a great way to destroy the brand.
On Wednesday, we reviewed the need for authenticity. If a company is acting like they are something that they are in fact not, the consumer will know and will never trust the company. When companies make promises, it has to be based on an authentic point of differentiation.
Today, we are talking about thinking beyond advertising. The best way to destroy your brand is to think of it as only your logo or your product. Instead, you have to recognize your brand as your consumer’s emotional response to those things. Your brand isn’t a tangible item that is sold in a store. Your brand is a feeling that your consumers hold in their hearts.
Branding covers all of the touch points between your business and your consumer, from your direct mail to your website to your environment…even your invoices and warranty. Every touch point is part of your brand - consider how changes in your company’s activities and structure may affect your consumers.
Companies who think about branding too narrowly, and ignore the other touch points, are missing the big picture. Once you recognize that the consumer owns the brand then you can connect with them in a place of their choosing. That is when social media becomes so impactful.
The quickest way to destroy your brand is to misunderstand what it is, how it works or how you can grow it.
Razor Branding Blog
