posted by Apprentices

Jul 19, 2011 @ 4:24pm

Out with the Old

When an agency proposes a new brand messaging campaign to a company with an established tagline or slogan, a level of tension is expected, and even healthy. Brand messaging is not to be taken lightly. A tagline can accrue priceless brand equity, which shapes corporate identity, adds market share, and even creates financial value. However, the goal of every company is to expand, and expansion requires new messaging to match new capabilities.

Think of slogans for products with serious brand equity — “make.believe,” “You know when it’s real,” “Is it in you?” These are current taglines for the companies Sony, Wendy’s and Gatorade, yet each replaced an equally powerful brand message: “Like.no.other,” “It’s better here,” “That’s G.”

If these global juggernauts believe refreshing their messaging with the times can improve their market position, shouldn’t we all agree?

When it comes time to retire an old, accomplished slogan in favor of something new, it does not mean the loss of all the effort it took to build brand equity. Rather, it’s a new opportunity to re-introduce your brand to a world that never stops changing.

– Pete Anderson

Comment (0)
posted by Kevin

Jul 13, 2011 @ 4:30pm

Empathize

I read Mike Carlson’s whitepaper, “The Curse of Sterile Advertising,”  last week before a client meeting, and its simple premise has stuck with me since. Great marketing is based on keen empathy with the target audience.

In my last blog post, I speculated that The Great Recession’s lackluster recovery has spawned the Great Insecurity. During insecure times, nothing feels better to your customer than empathy.

The campaign I presented yesterday offers hardworking parents a much-needed break. It features an enticing promotion, and that’s great, but not always necessary. What we know is that even the smallest gesture is appreciated. Monday, the fellow who cuts my hair knocked $5 off my bill because he was late and I waited on him. Instead of being put out, I’m now more loyal than before.

My local Chick-fil-A sends a cashier outside to take orders when the drive through lane is long. Whether or not this speeds things up is beside the point. Chick-fil-A understands that people drive through because they are in a hurry, so they provide attention quickly, and look both responsive and caring in the bargain.

People have less time and money now than ever before. Take a moment to think how your brand can help. And remember, it doesn’t take much.

 

Comment (0)
posted by Apprentices

Jul 12, 2011 @ 2:46pm

Listen and Learn.

My mother handed me many valuable life lessons, as mamas should. Now that I’m all grown up, I’m confident that one of the most important things she taught me was simply how to be a good listener. She modeled listening as an action rather than a passive state of being. When you talk to my mother, she leans forward, nodding earnestly in time with your words. She asks you questions. She really wants to know what you think.

In this business (and the rest of our world), we get too busy to do the work of true listening. Caught up in to-do lists and horizon lines, we forget to slow down and take stock of our surroundings.  Lately, I’m reminded to listen everywhere I look. Last week, as we worked steadily away on a soon-to-be-launched campaign, we decided to stop and ask the client for some specific feedback. And we listened. What we learned shifted our creative direction, ultimately leading us to even stronger work. All because someone took time to listen.

listen.

Marketing professionals aren’t the only ones who should be listening to their clients. Talk to your customers. Ask them questions. Pay attention to what they say. I’m looking at you, Netflix. I logged into my Netflix account recently to discover a redesigned interface. I’m not a fan. It feels unintuitive and slow. That’s beside the point. What matters is that I’m not the only one. There are thousands of Netflix lovers who are unhappy with the new design and being pretty vocal about it—and Netflix seems to have closed its ears. Keep the new interface or return to the old design, there’s one thing the brand should absolutely be doing:listening. And responding, of course, because the goal of listening is always to go further or to improve.

The people in your world—clients, customers, friends, family—have things to say. Pay attention. As Cathy Monetti says, you learn so much when you listen.

 

Comment (0)
posted by Julie

Jun 06, 2011 @ 4:40pm

CreateAthon Season Starts to Simmer

Julie Turner works it for charity during CreateAthon '10

It is still months away, but I am already excited. With each day that passes, CreateAthon is one day closer.

CreateAthon is a national nonprofit assistance initiative that was born right here in Columbia, SC. During CreateAthon, partner marketing, advertising and public relations firms provide pro bono marketing services for select nonprofits. I have been lucky enough to cry through a number of presentations to very deserving nonprofits who year after year accomplish so much good with so very little means.

The brainchild of Riggs Partners Cathy Monetti and Teresa Coles, CreateAthon has grown from a lone, local effort into nationwide network of partners. If you’re interested, there’s still time to become a partner or a participating nonprofit.

In the weeks leading up to national CreateAthon week, September 12-16, follow the excitement in real time on the CreateAthon blog and on Facebook.

CreateAthon is an amazing experience and I look forward to volunteering each year. No sleep. No showers. No egos. It’s 24 hours of pure marketing insanity that I wouldn’t miss for anything in the world.

Comment (0)
posted by Cathy

Feb 22, 2011 @ 5:06pm

Using an annual report to fortify your brand position

First let me say: Let’s hear it for organizations who continue to believe in the power of the thoughtful annual report. In the wake of annihilated budgets, so few companies commit the dollars to produce them anymore. But I believe there is great value in the process of taking stock of the year that has passed. Where were the successes?  The surprises? What are the lessons learned?

We are fortunate to produce several annual reports at RP, including this one (just completed) for the Central Carolina Community Foundation. We thank Tonia Cochran of CCCF and our friends at R.L. Bryan for a wonderful collaborative experience. We are particularly pleased that  JoAnn Turnquist, CEO of the foundation, is using the theme “Community Building / Building Community” in her many presentations to community partners and donors.

We believe an annual report is a great opportunity to look back, learn and celebrate. It is also an opportunity to fortify a brand position — an investment smart companies and nonprofits are continuing to make, even in this challenging economy.

The illustration is actually a removable belly band

The reveal

original illustration by Maria Fabrizio Powelson

Community building through engagement

Connecting people who want to make a difference with real community need

Comment (2)
posted by Cathy

Feb 09, 2011 @ 7:18pm

Discovering the perfect brand experience, freewheeling through Etsy

I’ve always longed to take a freewheeling road trip. You know, the kind of journey where you head out, no real destination in mind, no particular route to follow. You just go, following the option that looks most interesting at the moment.

Where would it lead, I wonder? Where would I end up?

I made that journey last week, albeit vicariously. Sitting right on my sofa, right in my pretty little keeping room, I jumped into a blog I love, saw something interesting, clicked on a link, which lead to a link, which lead to a link, which lead to a link, and before I knew it, I was joyfully lost amidst the wild DIY wonderland that is Etsy.

There were beautiful treasures everywhere I clicked. Such creativity. Such originality. Such inspiration. I wandered. And then I landed at Jaros Designs. Every pretty offering spoke to me.

my heart's desire

I wanted that pair of Vintage Valentine Red Freshwater Pearl and Antique Brass Drop Earrings! And the Mixed Metal Petal hoops. And that sweet, pretty Ocean Droplet Pearl Seafoam Necklace. I needed them. They needed me! And so I ordered, and just two days later, the little box of boxes arrived on my doorstep. I tore into it.

The joy of a simple blue bow. There they were—a collection of pretty little chocolate brown jewelry boxes, each with simple, gorgeous, happy blue bows. And suddenly my shopping spree (oh, the guilt!) became a wonderful indulgence (presents for me!)

Inside, the pretty treasures were wonderfully cocooned within fold after fold of tissue paper, secured with yet another pretty bow. Analisa Jaros had included a handwritten note, thanking me for my purchase. “That’s the difference in handmade,” I thought. “There’s a human being on the other end of this purchase.”

the complete package

Minding the details. The package from Jaros Designs made me think about the power of an exceptional brand experience. I landed rather randomly on Analisa Jaros’ Etsy shop, but in the midst of my freewheeling click click click excursion, something about her merchandise, and its mouthwatering photographic presentation, made me stop. And stay. And buy, even though that night’s cyberspace journey was begun with no conscious intention to shop. Analisa’s personal touch and attention to the tiniest details brought her Etsy “handcrafted jewelry” brand promise home to me, full circle. I loved buying from an artist who included a personal note and with whom I have now had several pleasant email exchanges.

That, I believe, is a brand experience done right—well defined, differentiating, consistent, relational, and intentional. Nicely done, Jaros Designs.

Comment (2)
posted by Ryon

Dec 21, 2010 @ 8:04pm

Why we buy, why we brand: A historical look at our relationships with brands

A couple of weeks ago, AIGA South Carolina members and guests were treated to a lecture by Debbie Millman, one of today’s most influential designers. She is the president of Design for Sterling Brands in New York, the national President of AIGA (professional association for designers), a contributing editor at Print Magazine, a design writer at FastCompany.com, a contributor to Brand New (UnderConsideration.com) and Chair of the Masters in Branding Program at the School of Visual Arts in New York City. In 2005, she began hosting the first weekly Internet radio talk show about design, “Design Matters with Debbie Millman”. Her most recent book is entitled “Look Both Ways: Illustrated Essays on the Intersection of Life and Design.” Pause. Question: How does one person manage to do all of that?

Debbie took the audience through a historical look at our relationship with brands. She started by taking us back 50,000 years ago and discussed the “Big Brain Bang”— how the human mind starting developing and separating cognitive and emotional function: 30,000 years ago humans began “making” and “marking”; 10,000 years ago we began beautifying ourselves — not for each other, but for religious beliefs. Crests, shields and flags were decorated and designed for identification by the mid 12th century. The word “branding” is derived from the word “brond”, which means to mark, or to burn, and later became known as “brand” in the late 19th century when farmers marked their cattle for identification. Trivia: the very first trademark registration for a product was for The Bass & Co Brewery (the red triangle), which was registered under the UK’s Trade Mark Registration Act of 1875.

Debbie continued to discuss five waves of modern branding. Here’s a brief recap:

Wave 1 (1875-1920)
• Industrial Revolution
• Mass production and homogenization of products
• Coca-Cola brand became popular
• Trademark Act of 1906 (stated that products could not mislead or make false claims)

Wave 2 (1920-1965)
• Brands became anthropomorphic, and incorporated a story or a benefit
• Morton Salt developed a tag line, “When it rains it pours”
• Betty Crocker image created, one of the best-known women of the interwar years — (and someone who never existed)

Wave 3 (1965-1985)
• Brands became self-expressive
• Brands became a part of our lifestyle and culture (Nike)
• Levi’s designed a revolutionary way to make jeans through the use of rivets

Wave 4 (1986-2000)
• Brands became synonymous with “experience”: enter Starbucks

Wave 5 (2000 – present)
• Rise of the Internet and all things digital: ipods, smart phones, etc.
• Online social communities now provide companionship (or a sense of it)
• Brands have become connectors (example, Livestrong bracelets)
• Brands have the power to create emotional bonds and offer connections between our most basic instincts

It’s interesting to look at how branding originated and to be aware of the different waves that have occurred. Obviously, there are some underlying needs from which branding originated, which are still very relevant today: integrity, honesty, identification, connection and the desire for emotional bonding. Check out this link that Debbie shared that might suggest what’s to come: www.pranavmistry.com/projects/sixthsense. Pretty amazing. Thanks to AIGA SC and Debbie for a great lecture.

Comment (0)
posted by Cathy

Nov 29, 2010 @ 5:03pm

Lessons from Black Friday Shopping

I write this post at the end of long holiday weekend. I’ve made a road trip to visit my parents, cooked Thanksgiving dinner, attended a state playoff football game, practiced church choir Christmas music, hung wreaths on the windows, loaded the holiday playlist on the iPod, decked the living room mantel, and — in the interest of full disclosure — watched Lifetime Television For Women. (Note to all who are looking for love: Rush to your local preschool and volunteer to direct the Christmas play.)

Outlet Sunrise on Black Friday (2010)

And I shopped. Beginning at 12:01 a.m. on Black Friday, my daughter, sister-in-law and I fully experienced the “What do you mean it’s only 40 percent off?” crazies with the hundreds of thousands of other bargain shoppers who braved ridiculous crowds and overloaded parking lots for super-duper bargains. Whether consciously or not, we expected to be richly rewarded for bringing our wallets and our Christmas lists to the stores of Prime Outlets in St. Augustine, Florida.

As I moved with the hordes from store to store, I realized there were some valuable lessons for smart brands in this ultimate retail experience:

1. Keep your promises.

I was surprised at the level of customer service offered at many of the stores, even with deep discounts and large crowds. For the most part dressing rooms were monitored, store shelves were straightened and re-straightened, there were plenty of cheerful workers on the floor helping customers find just what they were looking for. Not only did this make me feel valued and appreciated, but it made the merchandise seem more valuable, as well. Smart, smart, smart.

2. Simple is better.

Isn’t it frustrating to not understand a complicated offer? Instead, several retailers offered consistent savings storewide, which they reinforced with signage AND greeters at the front door. If everything in the store was half price, it was nice to know from the moment I walked in.

3. Do something extra.

One high-end retailer offered storewide savings plus an extra 20% off one item, but only until 2 a.m. People swarmed.

4. Say thank you.

As I made it through the checkout line at one store, the cashier looked me in the eye when handing me my receipt and said, “We appreciate you coming out and shopping with us tonight, Mrs. Monetti.” It took 5 seconds, but the impression it made will last a long, long time.

Authentic brands make meaningful promises, and they keep them — even when there’s a good excuse not to. It’s a lesson we would all do well to remember.

Comment (0)