Growing brand energy in the downturn

To flourish in this downturn, challenge convention.  "Recessions provide fertile ground for launching new businesses, developing disruptive new products and strengthening customer loyalty." These are the words of marketing expert Andrew Razeghi from Northwestern University. Here are a few tips he offers based on the many examples of successful companies that prospered during recessionary times:

• While managing cash is important, don't put the brakes on. Continue to invest in R&D and marketing. "Listen to the market, invest in products for the long term, and keep in front of the customer."

• In a recession, the worst thing you can do is to go dark. In a recession "fear creates focus." "Customers wonder how you're doing. Now is the time to increase communication and restore confidence not only in the products you're selling, but also in the company behind those products."

• Marketers need to play to their strengths, and rethink how to turn those strengths into new opportunities. As marketers continue to clamor for attention, sensory branding will grow increasingly relevant to help cut through the clutter.

As he points out, many high-profile name brands were born in the midst of the Great Depression. 

 

"Social" brands that support a healthy lifestyle

True to Kashi's mission of helping people make healthy choices to live their best lives, the company is doing a nice job of delivering on this promise through Social Media.  If you go to their site, you can click on a section "Now accepting accomplishments. Major, minor and everything in between - shout out what you achieved today!"

It's a community posting filled with real stories of people and their accomplishments. There's also a Community Round-Up survey. And mosaic view allows for quick and easy scan of comments. 

Visitors can also "Join The Kashi Community", with the option to receive exclusive coupons, connect with friends and join the taste tester panel. "Today's Challenge" (updated daily) encourages people to keep coming back. 

Great to see a company delivering on its promise. 

  

Renewable energy sources for health and healthy lifestyle brands

Wanted to share this presentation of 40 renewable energy sources for brands, grouped within these dimensions. Common denominator across all the examples is that these brands clearly understand their place in people's lives. 

More Energy Sources For Brands

Adding to the list from yesterday:

11. Help improve our future. One Laptop Per Child. 

12. Create platforms for shared passions. Nike + 

13. Change our view of the world. Dove.

14. Let customers choose the price. ebay. 

15. Enhance the customer experience. Whole Foods.  

16. Engage people in your vision. Obama.  

17. Deliver beautiful design. Apple

18. Be the authority. McKinsey. 

19. Exude passion from the inside out. Google. 

20. Overcome the trade-off. Mini.  

New Energy Sources For Brands

Thought I'd start a list of ways that brands can get re-energized. I'll keep adding to it. Here are the first entries:

1. Social Media. Be about people, not about you; help them come together via your brand. GSK's myalli community. 

2. Crowdsourcing. Tap into the insights and ideas of your users. Dell Ideastorm.

3. Become the customer champion. LinkedIn.

4. Tap into their larger societal agenda. Fairtrade.  

5. Create a new vision for the market. Method.

6. Find new uses for your product, and use #2 above. Arm & Hammer. 

7. Focus in on the one thing you do better than anyone else. Zappos.

8. Introduce a new business model. BookMooch.

9. Make people happy. Wii

10. Re-articulate your brand story. Walmart. 

A Look Back: Ten brands to watch in 2001

Found a very old issue of Brand Marketing, and thought it would be fun to report on their "top ten brands to watch in 2001."

1. Amazon
2. America Online
3. AT&T
4. Hillary Clinton
5. Firestone
6. Napster
7. Nokia
8. Onstar
9. Revlon
10. xfl (upstart that challenged the NFL, with a bunch of players who almost made the NFL)

As the magazine reported, the list includes some that are in the ascendant, others that are definitely teetering and still others that will simply demand attention no matter which way they break.

The Brands Called Obama and Clinton

No doubt about it, we have two strong brands squaring off here. Both have strong points-of-view, personalities, agendas [at least we hope] and own strong associations. Both have strong voices. And they both have tremendous stamina.

But which one of these brands is more relevant given the state of the country and the world today – culturally, socially, politically, economically. Which one has the ability to serve as beacon to inspire and guide. Which one do you want to be part of your life for the next four years [at least].

More than any time in our recent history, probably due to the non-stop exposure and transparency that our media channels provide – there's just so much conversation everywhere about these two candidates. About these two brands. And oh yea, about McCain.

Are All Brands Created Equal?

I'm readying a speech for a client's national convention, and am thinking that an interesting topic might be are all brands created [born] equal? Do they have equal chance of growing up to be all that they can be? Of being nurtured to reach their full potential? To make the most of their talents and ambitions.

But nurture plays a huge role in helping a brand be all that it can be. Because implicit in nurture is being nurtured. Nourished with a compelling and differentiating big idea. Nourished with parents who watch over it to insure that it keeps its promises. Nourished to insure that it's not extended beyond its natural born talents. And that it's mature enough to participate in conversations with those who might invite it into their lives, as opposed to simply talking at them.

The Self-Congratulatory Brand Called CNN

Don't know about you, but I'm tired of being told every ten minutes by Wolf Blitzer (underscored by the CNN ticker) that here's the story by the best political team in the business. Can't think of any other brand that continually boasts to its consumers that we are the best in the business . We all grew up being taught that actions speak louder than words. Think it might have been in second grade. Guess the staff at CNN, or maybe just Wolff, skipped a grade.

Brand Appeal: Consumer Needs Versus Wants

Had a conversation with one of our clients the other day about needs vs. wants as a driver for product development. He's facing resistance from folks within the organization still focused on satisfying "functional" product/service needs. But fulfilling needs is not the end game.

"Needs" is a category-based concept. People need detergent, need new sneakers, need a new car. But they buy brands based on wants. Based on how these brands make them feel, and reflect positively upon them in your presence. It's why they choose Tide because they want to feel like they're doing the best for their kids, buy Nike because they want to be like Mike, buy a Mini because they want the status and prestige of affordable cool.

But to identity wants, you need to be rooted in your consumers world. To understand their motivations and desires. Beyond their stated needs, which won't move you beyond the status quo. And then you need to align this understanding with what makes your brand different and special.

Cater to needs, and you'll quickly be displaced. Appeal to wants and desires, and be the only one to be able to deliver your unique bundle of benefits, and you'll insure your relevance, differentiation and connection.

A great brand starts with passion

We had internal Discovery Sessions with a client this week – from senior leadership, to team leaders across Marketing, Sales, Finance, Product Development and IT, to employees who have worked in the organization for twenty years and those who've yet to celebrate their first anniversary. Across the board, they're passionate about what they do and the contributions they make to the world.

This organization, as successful as they already are (though still facing big challenges), will continue to be leaders in their space. Because they're relentless in their pursuit to be more than they are today – genuinely committed to raising their game. They also display other wonderful traits – they have open minds, they don't pretend to have all the answers, they are genuinely desiring of our insights and ideas, they want to be pushed. But no one will push them harder than they do themselves.