via

Designing a new logo for a brand, especially travel/destination, requires careful consideration of the competitive set, content and how people perceive visual information. After shape, color is the most powerful element in creating brand recognition. It is also the most subjective element because it triggers strong emotions. And to further complicate the matter, individuals, as well as cultures, perceive color differently.

We often associate color with a variety of events, rites of passage, and objects. Things we taste, such as a lime or orange, generate color imagery. So does the scent of a pine forest or a bouquet of lilacs. Certain colors are often associated with emotions, such as blue with loyalty, yellow with cowardice, and purple with spirituality.

Some ancient societies believed in the healing power of color: red for energy, blue to reduce allergies. Although modern society is skeptical of such “powers”, consider this: babies born today with jaundice (a yellowing of the skin) are treated by exposure to a blue light which triggers a positive metabolic reaction.

In western cultures, some wear white to symbolize cleanliness, virtue or chastity. In China, white is associated with grief and mourning. In western culture black has negative associations — the dark side, blacklisted, the Black Plague, black magic and death. Our language uses color in euphemisms — the grass is always greener, don’t be a yellow belly, or his face was red as a beet. In the past few years the color green has taken on new-found meaning while becoming the color and word of the decade. Whether through subjectivity, spirituality or science, colors create meaning in our world.

Research shows that 60% of a purchase decision is based on color.

via

Sometimes that color is not defined in the logo itself, but how it is applied to the overall brand to stimulate recognition. UPS utilizes brown as their signature color on vehicles and uniforms, and even verbally in their campaign slogan “What can Brown do for you?” Tiffany’s is infamous for their little blue box and Target uses red everywhere.

via

But be careful: similar industries often use similar color palettes. Many beach resorts and coastal destinations use medium soft blues with some soft yellows and/or oranges in their palettes. Ski resorts tend to use a lot of cold blues and white. This is why carefully considering color palette for your destination brand is critical as you move forward with the implementation of your logo and the brand identity grid.

Sara Tack is EVP of Image and Identity for Wanderlust, a travel and destination marketing firm that specializes in communications strategies, Internet marketing, branding and management consulting for the tourism industry.

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The Emotional Impact of Color

We are stoked to share this past year’s FEED report (annual by Razorfish). This document is a solid tool and provides serious insight- chock full of useful information. FEED made it’s splash before the new year but it’s definitely something you need to read right now,  if you haven’t already. Razorfish shifted their focus from a “how to” analyze consumer behavior in the digital realm, to how consumers are now interacting and communicating with brands. They also include suggestions on what to do next.

The report includes brilliant insight and lots of statistics.

Suggesting realistic consumer behavior with community sites:

Evidence (if you still aren’t convinced) that digital is consuming and shifting average daily household behavior:

Quite possibly one of the best observations:

“Now “clicks” and “impressions” mean far less than conversations and brand behaviors. In our opinion, it’s about time.

With bold topics like “Goodbye Ad Wars, Hello Engagement Wars”, “The Outlet Malls of Tomorrow? Twitter, Facebook, and MySpace” and “Digital Drives Sales”, you’re going to want to sit down and dig in.

“The Digital Brand Experiences Create Customers”

In a nutshell, their thesis is: digital brand experiences create customers. Period. Things are moving, evolving quickly, at every moment out there – but online interaction and brand experiences are here to stay. Remember, this isn’t leaving anyone high and dry, in fact Razorfish predicts this year 17% of all (US) sales will be made online. What about next year? And the year after? All in all, good news for us sales and marketing folk.

That said, we should also remember that just because said brand has X,XXX fans on its FB fan page, or are followed by 6,793 people on twitter that these folks wanna be BFFs.

Fasten your seatbelts, read this and study up friends. We are only at the very beginning of the coming digital age.

Next up: mobile.

Hat tip to @jsmibert & @lisakribs

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FEEDing Time via Razorfish

It would probably be safe to say you’ve heard it numerous times (and uttered it a few more) because it happens to be true.  No matter the product or service that an organization is offering to its target market, their success or failure is dependent upon the consumers’ buying of what they’re selling.

Consumers make purchasing decisions based on any number of associations they have with individual brands, and companies spend millions on advertising and marketing activities so that they can influence what those associations might be.  Just as we each choose our friends based on their personalities, brands can elicit the same sort of response in consumers.  In light of this, wouldn’t it be interesting to know which human personality traits consumers tend to apply to brands?

Well, it’s good thing for us that someone has studied this and given us a few answers:

1^st Dimension – SINCERITY

Consumers interpret sincere brands as being down-to-earth, honest, wholesome, and cheerful.  Sure, some people find Rachael Ray annoying, but more people find her endearing – the kind of woman you can sit down with for a chat at the kitchen table.

2^nd Dimension – EXCITEMENT

The most exciting brands are daring, spirited, imaginative, and on the cutting edge.  Not only are Burton snowboards on the cutting edge of technology and performance, the products bearing the Burton name are designed with their audience in mind.  Funky graphics and forward-thinking designs make Burton a leader in their competitive industry.

3^rd Dimension – COMPETENCE

Reliability, intelligence, and success are the traits associated with these brands.  Even in these trying economic times, there are a few financial services firms that still manage to play well in consumer minds.  Charles Schwab is the stable, successful, smart guy next door who can tell you what to do with your 401k allocations.

4^th Dimension – SOPHISTICATION

A brand that is sophisticated is viewed as charming and fit for the upper classes.  When it comes to esteem and seemingly eternal longevity, the Chanel brand is unequaled.  In good times and bad, this brand remains strong as a symbol of a life lived in all the right places, doing all the right things.

5^th Dimension – RUGGEDNESS

Interestingly, consumers pick up on this personality dimension quite well.  Rugged brands are seen as outdoorsy and tough.  The North Face has built an empire by outfitting people who actually do scary outdoorsy things, and those who just like to look good on the streets of NYC.

MORE INFO:

• If you’re feeling “academic”, read the work of Stanford professor Dr. Jennifer Aaker.  Her 1997 paper, Dimensions of Brand Personality, inspired this post.

Are there any other personalities you would attribute to your favorite brands?  If so, let’s keep the conversation going – add your comments!

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The 5 Dimensions of Brand Personality

It’s a new year,

so it’s time to think about taking a close look at your branding to make sure it’s still fresh and relevant. Now I know what you’re thinking. “Brock,” you say, “I’m too swamped with the rest of my work to think about rebranding right now. Besides, my branding is just fine. Why would I want to change it?” I’d be the first to admit that you probably don’t need to do a complete rebranding. In all but the most dire circumstances, the equity lost in rebranding isn’t worth the shiny new marketing materials. And you don’t have to undergo a complete makeover. Sometimes, however, you should give your branding a much-needed spa treatment. After all, if you take care of your branding, it will take care of you.

Taking Stock

There are two things you have to do before doing any work to refresh your brand. The first is to understand that branding is a habit, not something you can “set and forget.” If you are responsible for branding your organization, expect to devote resources to maintaining your brand. We’ve all seen companies that use the same marketing materials for twenty years straight. It doesn’t work for them, and it won’t work for you. It doesn’t have to be much work, but you should plan to regularly audit your branding to ensure that it continues to align with your organization’s goals, mission, brand promise, market position and target market.

So that’s the second thing. Before beginning any brand refresh, make sure you know your organization’s goals, mission, positioning, etc. Without a firm grasp of the fundamentals, anything you do to tweak your branding will just be the proverbial lipstick on a pig.

Find the Balance

Keeping your brand fresh requires a careful balancing act of focused messaging and creative play. If your brand has become little more than a series of templates, it’s likely to be boring your customers as well as you. On the other hand, your audience needs to know that it’s you sending the message; your branding can’t be so inconsistent as to become unrecognizable. Remember, good design demonstrates a competitive advantage. Research shows that companies that invest in design are much less likely to compete on the basis of price alone. (For more on how quality creative can improve business results, visit Design Council.) Though it may have become a cliché at this point, discount retailer Target does a exceptional job at keeping their brand interesting and flexible. Their commercials, for example, are always wildly creative. And yet, you know that it’s a Target commercial the moment it comes on. Likewise, their inventive use — almost abuse — of their logo would make most corporate branding guides burst into flames.

Focus On Authenticity

When examining your brand and marketing communications, be sure to evaluate how authentic your messages are. Authentic messages are ones that speak to your audience and engage them on an emotional level. If your messages come across as too corporate or safe, it will hurt the value of your brand. This doesn’t mean that every brand should be edgy or extreme. Rather, it means that your brand should feel “real”. An absolutely stellar example is the new the Intel refresh. Their branding chief, Deborah Conrad, deserves huge kudos for their new geek chic, “Sponsors of Tomorrow”, commercials. Rather than promote a specific product or new innovation, the new branding admits — even celebrates — the nerdiness of Intel’s work.  Even though you know it’s just another commercial, it feels authentic in a way that most technology ads don’t.

Be Passionate About Your Work

According to Robert Kyosaki, author of “Rich Dad Poor Dad”, “Brands die if the leader’s passion dies, or if the leader’s passion is simply to make money.” If the only purpose of your brand communications is to make money, your customers will know, and they’ll lose respect for you. This may seem like a rehashing of my previous tip about authenticity, but it’s entirely possible for branding to be entirely authentic and still lack any real passion for the organization’s core mission.

Think about the last furniture commercial you saw. Maybe they had a nice spokesperson telling you about the great special they had on that new bedroom set. You probably don’t remember, though, because you were leaving the room to go get a snack from the kitchen. It wasn’t because the message was too corporate. It’s because you knew that there was no passion there. That furniture store is human enough, they just don’t seem to really care about what they’re selling. Like you, they’d rather be out getting a snack.

Become More Sociable

The new rule in branding is that consumers want interaction, not just action. The voice from God marketing strategy of the 20th Century just won’t cut it anymore. Consumers care about brands that they engage with. So provide opportunities for your audience to interact with your brand, and watch their attachment grow. This isn’t really new, it’s just been brought to our attention with all of the new focus on interactive social media. And so you every brand from Red Bull to Office Depot has some sort of interactive Facebook page and Twitter feed.

The important thing to remember about social media is to provide value in all of your communications. Minneapolis-based writer Kris Decker loves Walgreen’s Facebook fan page for exactly this reason. “As a fan, I get special coupons and deals that only their Facebook fans get. It gives me a great reason to interact with the brand.”

Spruce It Up

Finally, remember that the purpose of a brand standards manual is to ensure the highest quality branding that is conveying the right message. If you have to break the “rules” of your manual in order to achieve good results, by all means, break the rules. So go on and spruce up your branding in 2010. A little bit of tweaking isn’t going to lose any of your brand equity. ‘Cause let’s face facts: your customers aren’t paying conscious attention to your branding materials. They really won’t know that this month’s ad had the logo 2 inches from the bottom while last month’s ad had it 2.5 inches from the bottom. The only thing that matters is that you’re communicating the right message to the right audience. If you’re not, it doesn’t matter a hill of beans that your branding is consistent.

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Dirty Brand? Clean it up…

Professional brand consultants are a special breed o’ cat.  Building a strong brand requires a multi-dimensional skill-set that encompasses everything from HR to graphic design to wordsmith-ing.  The best brand stewards manage to play each of these roles throughout the life of a project as they help their clients develop their corporate – or personal – identities into a cohesive package.

So, what is it that the best ‘branders’ do?  What sets them apart?

Practice Integrated Brand Thinking

As noted above, brand development is a multi-faceted endeavor.  Thus, the most successful projects are the result of an integrated way of thinking that takes into account each of the parts that make up the whole of a brand.

Though not necessarily considered a ‘branding’ firm, per se, Pentagram is an exceptional example of the power of integrated thinking.  With expertise in architecture, interior design, graphics, and packaging, the firm is able to provide a holistic approach to the crafting of their clients’ image and messaging.  Pentagram’s experience in multiple disciplines means that they utilize a project strategy that reaches beyond the simple execution of narrowly-defined tasks.

Integrated thinking means understanding the totality of your client’s brand.  No matter the limits of your contract or project role, your guidance is key to helping them understand how each brand decision – from the logo, to the tagline, to the function of the website – is essential to the communication of their organization’s image and message.

Ask Good Questions and Explore Answers

Successful branding solutions are also the result of the thoughtful process, and that involves looking at project goals from diverse perspectives.  As a result, it is important for a consultant to continuously re-examine his or her own philosophy of brand development, in addition to staying abreast of what is happening in the industry as a whole.

Landor is a leader in this arena.  Through the publishing of an online newsletter and blog, in addition to white papers and case studies, Landor gives the impression that their organization is one in which perpetual learning and research are encouraged.  For Landor’s clients, the firm becomes an expert on branding matters because of their portfolio of work and their thinking.  Their exploration of branding and marketing trends illustrate an intellectual curiosity that can only serve to broaden their field of reference as they tackle the branding challenges of their clients.

As an independent freelancer or one of several branding experts in a larger firm, your continuing evaluation of industry practices will not only help you develop the best solutions for your clients, but they will help you maintain a fresh outlook on your craft.

In most instances, there are numerous strategies available to us for any given project.  And, while the two traits noted above seem to be essential to developing the most thoughtful solutions, it’s safe to say that none of us has all the answers.

With that in mind, we wholeheartedly invite you to use the comment section below to share your thoughts on the most important traits for the successful brand consultant to have.

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Two Things All Branding Experts Do

On an 8-hour flight, if you find a US Weekly in the back pocket of the seat in front of you, there’s a good chance you’re going to read it. It’s exciting! It’s juicy! It’s awful!

In a similar vein, we have gathered gossip & speculation from industry red flags, brand reputation, employee gossip and the cloud of doom hanging over brands headed for the branding graveyard.

Enjoy!

*Note:  FYB’s observations should not be held in the same light as sales reports, stock value or other actual means of real analysis.

“Guitar Hero” Brand

Death to a hero? They cut their sales prediction in half for the most recent music video game, DJ Hero.  The hope that DJ Hero might be the next big thing in faux-musicianship has shifted to anticipation and wonder of what’s next.

Did we get burnt out?

Guitar Hero
Guitar Hero II
Guitar Hero III
Guitar Hero World Tour
Guitar Hero V
Guitar Hero: Aerosmith
Guitar Hero: Metallica
Guitar Hero: Van Halen
Guitar Hero Encore: Rocks the 80’s
Guitar Hero Smash Hits
Band Hero
DJ Hero
etc…

Despite possible over-saturation, rhythm gaming is still hot. We think downloadable tracks will increase/stay steady in 2010, but the days of fancy pads and colorful plastic shapes for $200 bucks are slowing down.

I’ve gotta say, we’ve come a long way since the first rhythm game was produced:
Dance Aerobics (1987)!

Blockbuster

I love the concept of Blockbuster. Popping into the brick and mortar on a rainy day, browsing the genres, renting a movie in PJ’s (and noting everyone else in theirs as well) can be an event in itself.

So these guys didn’t innovate, they had prices all over the map and managed to bring themselves down shortly after running out the mom-and- pops.

Remember when “no more late fees” first hit? Do you remember it “not really working that way”?

The end of late fees campaign:

Unfortunately, we don’t think this one is a matter of “if” just “when”.

Uncrustables

Smucker’s just closed the plant that employed an uncrustable team of 140, saying they are “consolidating locations”. This is after the headline “No More PB&J”.

The Uncrustables brand had a rocky start from the get go – what with controversial patents and its secret recipe almost being leaked — just kidding about that last part.

However…fact: Smucker’s attempted to patent the process of making a sandwich. Talk about a legal jam! (Sorry for that.)

We predict 2010 is the year Crustables will say good-bye.

Crocs

via

I had a feeling it was all over when they started being banned from hospitals.

‘Nuff said on these guys.

Saab

A “challenging time” in the auto industry is putting it lightly. GM has given to the end of the month for a buyer to step forward and take the Swedish-engineered brand off their backs.

We may not be seeing anything more from Saab.

Brand Obama

There will be no talk of politics here. However, one thing we can probably all agree on is the emotional and fever-inducing campaign the Obama marketing team courageously led is finally fading.

The world ate up the messaging (“hope”, “change”, “yes we can”), modern typography (Gotham typeface), thoughtful design and an online presence unlike any other politician before.

Even the mass-market brand, Pepsi rode the “Hope” bandwagon into their own campaign.

While we obviously don’t think the Obama brand is going to “die” – the international novelty has definitely worn off and the fever has subsided. I’ve got to hand it to any past, present, and future presidents: toughest job in the country, ever!  Here’s to 2010, friends.

As with predictions, who really knows? But one thing’s for certain: nothing is certain.

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Brand Fail 2010

Successful brand development rests upon achieving a thoughtful balance between optimizing the objective and subjective attributes of a brand.  When making the decision to purchase an iPhone versus BlackBerry, for instance, consumers are considering objective attributes – such as picture quality, compatibility with other media components, and the communication features available.

In addition to these factors, though, the purchaser will also make subjective judgments about the products before them.  What is the reputation of Apple versus BlackBerry?  What will it say about me if I am carrying an iPhone?  Would I prefer to type emails on a touch-screen or a standard keypad?

Brands that are able to capitalize on both subjective and objective criteria are subsequently able to create value for its target market. Often, this effort involves shifting the perception of a brand within the marketplace.

The role of the brand consultant is to identify the brand’s attributes and present them in a way that speaks to the target market and shapes their response to the product or service.

There are three commonly used approaches:

Change consumer beliefs

This is of particular importance when there are, or could be, negative associations with a product or brand.  Take the iPhone, for example.  When originally introduced into the market, the iPhone was cutting edge, unique technology.  Had Apple simply dumped the product into the marketplace without proper advertising showing how easy it is to use, and how it is similar to other technology consumers were already familiar with, it could have been rejected.

Perception is reality when it comes to brands.  You must shape your message to respond to your target market’s actual, and potential, concerns if they might negatively affect your brand’s place in the field.

Change what’s important

Before the iPhone, how many of us sat around thinking that our lives would improve immensely if only we were able to watch full-length films on our mobile phones?  Exactly.

Consumers are responding to various levels of need when they are making buying decisions for products and services.  They are accounting for everything from the basic necessities of food and water, to the need for social interaction, to the ultimate need to be self-fulfilled.

If a brand is able to respond to an existing opening in the market (meeting an unfulfilled need) or, better yet, to create a need in the market, it is well on its way to success.

Add a new attribute

In response to the new Apple-created need for multi-media capabilities in a mobile phone, those who distributed media began to create new ways to reach this opened market.  Thus, online news and media providers like the New York Times, YouTube, and others began to tout their web pages as easily-viewable on the iPhone and other handheld devices.

Adding new attributes to existing products and services can refresh a brand and give it renewed relevance in the marketplace.  As a consultant, when you recognize a differentiating feature in the brand you are developing; move quickly to capitalize on it and make it known to the consumer.  Draw attention to the fact that you have recognized a new way to add value to their experience of the brand.

What are your experiences with shifting consumer attitudes? How have you responded?

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Objective + Subjective = Brand Balance

The Pareto Principle

What my father was trying to teach me, however, is  the principle known in marketing circles as the Pareto Principle, named for Italian economist Vilfredo Pareto.

These days it is normally called the 80/20 Rule, and it states that 80 percent of outcomes are a result of 20 percent of inputs. The actual numbers aren’t the important thing here; they don’t need to add up to 100, and they will vary from situation to situation.

The critical concept of the 80/20 Rule is that a minority of causes — whether that’s customers, software bugs, or employees — are responsible for a majority of results — such as revenues, system crashes or productivity.

For brand marketers, this has some important implications. As my father was trying to teach me, you should put your effort into the things that are going to give you the results you need. For example, Seth Godin points to recent research that says that only 16% of internet users are responsible for all of the clicks on internet ads. So if you spend lots of time optimizing your ads for clicks, but your target market isn’t part of that 16%, then you’re wasting your time.

So the low hanging fruit here is that you don’t want to expend marketing dollars in ways that are inefficient. This means Burton Snowboards wouldn’t advertise in the Ladies Home Journal, right?

via

Pursuing the Right Customers

There is, however, an even more important aspect to the 80/20 Rule. Some marketers have, unfairly I believe, charged that using the 80/20 Rule results merely in maintaining the status quo. Their logic seems to be that, if you’re going to apply the 80/20 Rule, you focus all of your attention on the 20% of customers that are already making you profitable, rather than trying to gain more profit from the remaining 80%. And, to be fair, Noam Chomsky has admitted that many corporations do precisely this, trying to drive away less profitable customers through poor customer service and other techniques.

The problem with this interpretation is that it fundamentally misunderstands the real value of the 80/20 Rule, at least as it applies to branding. Rather than limiting your attention to those existing customers that supply the majority of your profit, the smart brand marketer tries to understand what it is about those customers that makes them different than the other, less profitable customers. Once you know that, you can go after more customers that resemble your most profitable ones.

As a brand marketer, you need to figure out who your core audience is — the 20% that wants to buy what you’re selling — and make sure that you are connecting with them on an emotional level. Then:

Ignore what everyone else thinks about your brand.

This is the hard part that trips up most marketers and companies. Many reflexively shy away from marketing that they think might alienate people. But I’m not talking about doing things that are risqué just for the sake of being edgy . I’m talking about connecting to your core audience, even if that means not connecting with the rest of the population.

Case Study: Fox News and CNN

Love it or hate it,

Fox News has figured out an absolutely brilliant branding program. They tailor their news programming to conservatives and independents who are disaffected with the government. And while Rupert Murdoch is clearly conservative himself, I don’t think that has nearly as much to do with Fox’s brand as does the fact that he has found an audience that makes him buckets of cash. Fox doesn’t care that their brand turns away a large portion of the American populace — heck, the controversy probably helps them to draw in a crowd.

via

Now, let’s look at CNN. These people don’t have any idea who their audience is. Their branding steadfastly adheres to the idea that they’re a trustworthy news source. That may have worked in the 80s and 90s, but it’s failing them miserably today. CNN president Jon Klein insists that, “Excellent journalism is what we are focused on. We refuse to do the things that might get us a quick number or cater to the extremes that would alienate our core viewers”. In other words, they’re focused on doing things right, and desperately hoping that the customers will follow. But, despite Klein’s assertions, CNN doesn’t actually have a core audience at this point. Instead of just insisting that “excellent journalism” will save the day, Klein should be focused on doing the right thing and creating a brand that can emotionally connect with a large enough group of consumers to keep his teevee channel going.

In just about any successful brand, whether consciously or not, you will see this adherence to the 80/20 Rule. Those brands have figured out who their core audience is, and they tightly focus their marketing messages around connecting with those customers. Conversely, as soon as companies start trying to be everything to everyone, their brands lose coherence and start the slide into mediocrity and failure.

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Brand Marketing: Ignorance Is Bliss

A recent study conducted by Taglineguru revealed some compelling findings on the words that mattered most to consumers in ‘09.

They are:
believe                                  far/further
future                                    imagine/see
innovate/innovation              more
new                                       save/savings
together                                you

In an attempt to strengthen brand loyalty during tough economic times, marketers are choosing to “strategically recast their brand messages”.

Red Flag

The research raises some thought-provoking points. By definition, a tagline represents the brand’s foundational value point(s). That being said, if you’re not revamping your entire brand/values/platform, why change the messaging? Brands spend millions establishing brand identity. Great care must be taken when tweaking messages–anything less than consistent leaves room for questions and may cause audiences to think twice when making a purchase decision.

A deliberate “message recast” in an effort to strengthen loyalty (a.k.a. sell product) can open the door for backlash – customer confusion, fear and disturbance. Modifying your tag with the launch of every new marketing campaign indeed sends a NEW message, but moreover it is a mixed message. No matter how clever, a new tagline can’t compensate for a lack of brand confidence.

This is the chance you take.

You Are Your Tagline

Riding an industry trend is one thing, but flipping your tag with the seasons is another.

You should also be aware of what messaging is being used within your industry. Interbrand’s Paola Norambuena, along with Brand Channel, also commented on this study and emphasized the importance of avoiding overuse and repetition: e.g. Wal-Mart (”Save Money. Live Better”)  and Target (”Expect More. Pay Less”).

So, hang onto those taglines, unless you’re ready to pump some serious resources into a rebrand.
As for “Future”, “Imagine” and “Believe”? I don’t know guys, I’m just not that into it.

Hat tip to @Siegalgale

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Words That Matter Most in ‘09

Starting this week, and every Friday from here to forever, Fuel Your Branding will be featuring ‘Brand Spanking’–a smattering of happenings in the fairy tale land of branding. We’ll be taking a look at the week in review with regard to product launches, rebrands, brand buzz and branding movers and shakers. Send your brand sightings and brand spanking news to editor@fuelyourbranding.com if you spot something we should know about. Now onto the news.

Ok. The auto industry. Last week we posted about Cadillac’s shiny new logo. It’s been said more than once that we (@bethlapierre + @lisakribs) are mildly obsessed with advertising. But I have to be honest.  I really do get that excited feeling in my belly when Phoenix’s “1901″ comes blasting through in HD.

Chrysler

Rumor has it Chrylser is now preparing to dive into a new 5 year strategy for the brand – via MediaBistro tip!

image via mediabistro.com

Dodge is also expected to receive a brand facelift. More to come.

Motorola’s Droid

…has been making crazy waves the past few weeks. Yesterday Droid hit the market. We’ll have a full review of the launch up shortly.

Controversy a plenty!

AT&T sues Verizon in a downright fist fight of phone carriers:

Via the LA Times: “We’re getting this out of the way now: Motorola’s Droid is the best Google phone on the market.”

Pfizer

image via adam_d

The strongest player in the pharmaceutical company (thank you Viagra) is in the process of releasing a new, more approachable look/feel. Initially the update seems subtle, but after the first few glances, the oblique wordmark by the designer’s @ Siegel + Gale seem to really help…to quote every client I’ve ever worked with….’make it pop’.

You can see the side by side comparison at Bnet.

MSN msn

And msn’s new butterfly:

via istaredsomething.com

That’s a wrap! Any brand newstuff  you guys are seeing out there?

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Brand Spanking [11.06.09]

“It’s a body wash, shave, shampoo, massage and mouthwash. Nature’s own ‘unsurpassed deodorant.’ Facial pack and mosquito repellent, fruit spray, diaper deodorizer and denture cleanser.” (Matthew Fordahl, AP) And I’ve got just a couple more: laundry, car washes, computer screens and dog baths.

Promising? Yes. Consistent Messaging? Yes. This all natural, fair trade marvel has been kicking around on organic store shelves for decades.

Dr. Emmanuel Bronner, aka the “pope of soap” found a need and filled it by creating, if I may say, one of the most unique and lasting products in the late 21st century by holding true to its brand for over 60 years.

If you’ve seen the packaging, you’d know it. If you haven’t, behold the unchanged label since 1948:

The messaging all over the product itself may been a bit appears wacky but this brand is the epitome of consistent.

The facts:

• Dr. Bronner’s is the number one-selling natural soap brand in North America.

• No ($0.00) advertising dollars have ever been spent on the product.

• Is made with only certified organic material, free of synthetic preservatives.

The product, pitch and point is simple: Cleans both body and soul.

Emmanuel’s Story

Dr. Emmanuel Bronner’s story is an integral part of the castile soap success. Just like any inventor, founder or CEO this individual’s presence and participation is essential. A passion that they and only they can exemplify for said product/organization/business is a recipe for motivation, success and productivity.
Should someone else fill the shoes of such a figure – priorities will inevitably shift. The excitement and passion becomes watered down, the message perhaps a little foggy – internally (employees) and externally (target market).

Dr. Bronner treated his employees like family and his energy was nothing short of convincing ability, spirited convictions and charm. His loyalty, mission and transparency drove his brand then, does today and will continue to tomorrow.

Way back in ‘01 Brand Channel did a feature on the mysterious Dr. Bronner’s. However, since then, we marketeers/branders/creatives haven’t given much notice to this unusual product – one could argue, the brand hasn’t done much. At that point I would retort and say that it has and continues to blow any other organic soap out of the water,  remaining the #1 natural soap in the country and untouchable in its industry. I’d say that’s something.

Bronner’s brand consistency has had the ability pay little to attention to suppliers who could otherwise muddy or confuse the brand with mixed advertising and promotions. Their standards are simple and lasting.

Yes, the antics are, to put it lightly – zany. However, Bronner’s WOM is powerful. The brand has a way of creating followers, which inevitably spreads Emmanuel’s own personal message, unusual as it may be.

The documentary, “Dr. Bronner’s Magic Soapbox” (directed by Sara Lamm), reveals the incredible life of Emanuel Bronner and his family. The man behind the soap:

Sure, Dr. Bronner’s message is strange. But from our seats their tactics: high quality products, consistency and word of mouth have backed a successful strategy that plugs directly into their niche category.

We can learn a lot from Emmanuel and the family who continues his legacy:

• Fill a void

• Create a legacy – not a fad within that void

• Stay true to what’s important and the messaging, and the sales, will follow

So, if you’re feeling adventurous, go pick some up – if you can’t find it ask any backpacker, or look for it by the granola.

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Dr.Bronner’s: Zero Advertising, Millions in Revenue

Photo credit: Geekologie

If you are in business, you are offering a product.  Whether you’re selling sneakers or your accounting skills, your customers are shelling out money in return for whatever it is you have to offer.  In order to succeed, you need to understand the myriad ways you could fail.  Pitfalls to avoid:

1.  You’re just like the other guy

In order to be a ‘contenduh’ (to paraphrase a famous film), you have to differentiate yourself from all of the other people who do what you do.  Your product needs to have a unique benefit to the customer.  There may be plenty of t-shirt companies online, but how many offer professionally-designed graphic tees for toddler athletes and their supportive parents?

2. Your product is [this] but might also be [that]

Your personal trainer is not the only person who will tell you that you need definition.  Your brand consultant will echo this sentiment.  Without a clearly defined protocol, you could waste valuable time and money trying to develop an ill-formed product idea.  Your protocol should define: a) your target market; b) what that market needs and prefers; and c) exactly what your product is intended to do.

3. You over-defined

And you took your protocol to the extreme.  Your target market should be large enough to offer future growth.  You want a niche, not a pigeon-hole.  Don’t make all of your toddler tees red.

4. Your marketing mix isn’t mixing

When you launch a product, every aspect of the brand must be in sync.  The name, packaging, price, promotion, and distribution must all deliver the same clear and concise message to the consumer.  If your toddler tees are expensive, but are packaged in Ziploc-esque bags, and advertised in Car and Driver…your customer will be confused and look for another t-shirt company.

5. Your product doesn’t deliver

Key to securing your customer base is delivering on the promises you – and your product – make.  Thus, be sure you invest the time and resources necessary to test your product prior to launch.  Simply put:  the cost of doing a thorough run-through is much less than the capital you will lose due to decreases in profits, market share, and, most importantly, reputation if your product fails after it hits the market.

6. Your missed your targets needs

This goes hand-in-hand with understanding your target market before attempting to develop your product. If your targeted toddlers play soccer in Alaska, you should probably offer them long-sleeve tees as an option.

7. Your timing is off

It’s difficult to predict the future, but it helps to be ahead of the curve (or at least on the upswing of a trend).  Having to catch up to the competition right out of the gate will be a downer.  Pay attention to trends in the marketplace and try to predict where things are headed.  For instance, now might be a good time to start developing software to help people figure out what kind of healthcare insurance they will have to buy in 2013.* *Comments noted here do not reflect the views of Fuel Your Branding or its affiliates

8. You can’t get your product to your customers

If you rely on a third-party for access to your customers, know what it takes to make that happen.  In retail environments, for example, your product must be profitable enough to the store owner to justify taking up valuable shelf space.  In this instance, you must be sensitive to the needs of the retailer, as well as your customers.  Hence, make sure you are targeting the right mix of both.

Partial as this list is, there are lots of ways to screw up your business.  Thoughtful research and preparation can increase your chances of success exponentially.

What are your thoughts?  Have you failed recently or have a “crash and burn” example? Please share – we’re all in this together!

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Brand Fail

Diagnosing the problem

image via little miss no name

Let’s think about this for a moment: what brands do you really trust? Which brands, when they make a claim about their product or service, do you believe them – no questions asked? I’m willing to bet there aren’t that many. Why? It’s easy to be skeptical, and now, more than any time in the recent past, it’s popular to be skeptical of marketing messages. People want to believe that they’re savvy consumers who can’t be fooled by expensive ad buys. For most people the default position is to believe that companies will say just about anything to get buyers.

If you’re anything like the rest of us, you tend to put your faith in brands that feel authentic and are relevant to your life. That is to say that you believe in brands that are speaking with you, not at you. Finally, the strongest brands get their fans to spread the word for them. This transfer of trust through brand advocacy is more valuable than any other marketing message you can buy.

Walking the walk

All the fancy advertising and letter-pressed business cards in the world won’t do any good if your brand can’t perform the way it says it will. Especially in today’s hyper-connected world, any bad customer interaction will spread like wildfire. Don’t, for example, tell me that you value my time and then make me wait on hold for 10 minutes to speak to a customer service rep. A brand is a promise, and not following through on that promise will destroy trust quicker than anything else.

image via Indexed

Authentic and relevant

Your brand won’t be considered authentic unless it come across as real to your audience. So what does it mean to be real? There are a lot of definitions, but for marketing purposes, the key factors are knowing who you are and being relevant to your audience. That means you have to figure out your brand’s unique value proposition and stay focused on it. You can’t be all things to all people, and you can’t always go chasing after the latest fad.

Being relevant is about reaching deep down and speaking to that part of your audience’s hearts where their excitement is concentrated—the core, if you will, that represents something very significant to them. How does your product or service address those feelings, desires, and ideas?

Forget about what you want to communicate to the audience; focus instead on what they need to hear.

Brands like Nike and Apple are often cited examples of relevant brands, but smaller brands like Veer and New Belgium Brewing Company also “get it”.

Transfer of trust

I cannot emphasize enough the value of brand advocates. While people are inherently distrustful of marketing messages, they place an inordinate amount of trust in what their friends and associates tell them — whether good or bad. Accordingly, a brand that inspires people to encourage others to use it is going to have much more success than one that tries to compete on features and benefits. And personal endorsements are much more powerful than paid sponsorships. Think about it, which are you going to trust more: a NASCAR driver pimping fast food burgers, or your friend who, unsolicited, tells you enthusiastically about this great new restaurant they went to the other night? Of course you’re going to trust your friends more.

Brick by brick

image via Esparta

Building trust with consumers is never easy. You can’t just put up a Facebook fan page or send out some coupons and hope that people are going to fall in love with your brand. You have to do the hard work of getting to know your customers and always stay focused on helping them to achieve their goals. But helping people in this way is a sure-fire secret to putting your brand on a path to success. People are most loyal to the brands that matter to their lives.

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Building Trust Into Your Brand

Countless polls and indices have revealed that consumers now expect brands to have a position on environmental responsibility. But are we even just talking about “green” anymore? The combination of the economic downturn and the new administration’s focus on environmental and social responsibility has meant that businesses and consumers alike are looking for ways to cut extravagant, wasteful spending, focus on value and embrace community. This movement is more about sustainability– a broader term that actually allows brands more flexibility in how they choose to position their commitment, whether that means local sourcing, using materials and processes that have a low environmental impact or giving back to the community.

I can’t help but make a comparison to the impact the Internet has had on the way brands position themselves and interact with audiences. Once upon a time, having a website was a forward-thinking marketing extension; it is now a benchmark and mandatory tool. No website, no way for consumers to find you or differentiate you from the competition. This seems to be the direction the sustainability trend is taking as well, and the implications are just as broad. Excess, whether it be in the form of bloated packaging or corporate behavior has become a detriment to consumer perception for every kind of brand out there. Not recognizing the need for a position on sustainability will soon seem just as antiquated as not recognizing the need for a website.

So, if everyone will be jumping on the sustainability train, how can brands participate AND differentiate themselves? The particular advantage here is that a creative approach can align your efforts with your brand attributes, resulting in a cohesive positioning and clear value proposition. This means looking at long- and short-term goals for your brand, and identifying opportunities that are meaningful and cost effective. For example, reuseable shopping bags are already de rigeur for many retailers. Retailer Target takes this one step further by offering reuseable bags made from their own discarded plastic bags.

Packaging design has also been moving more towards sustainability. In September GreenerPackage.com (in partnership with Walmart) will launch a new database with information on sustainable packaging. The database will allow creatives, consumers and buyers to easily search for sustainable packaging materials, products and suppliers.

Pangea Organics, purveyors of ‘ecocentric’ bodycare products, is one company who’s brand is truly sustainable. Case in point; their holiday packaging. The boxes are 100 percent compostable, biodegradable and plantable, made from a zero-waste process using 100 percent post-consumer newsprint, without glues and dyes. The raffia is made from a minimum of 30 percent recycled content and is itself recyclable.The outer labels are 100 percent post-consumer, FSC-certified, elemental chlorine-free, and printed with vegetable-based inks.

Your brand is making a statement about your commitment to the environment, you are producing less disposable shopping bags, your customers are advertising their loyalty and feeling good about themselves. But you have to take it a step further: invest in an attractive, functional design that will appeal to your customer base, make it stand out in their collection. Maybe it folds down to a small square that attaches to a keychain, maybe it has lots of extra pockets, maybe it’s constructed from last year’s catalog… just make sure what makes it special is in line with your brand’s unique qualities.

Industrial designers Mike and Maaike’s Baja BBQ Firepack for Lazzari is another example of a good brand gone sustainable. The BBQ Firepack is eco-friendly instant charcoal packaged in recycled paper pulp. Just light the package and place in your BBQ.

Sustainable parameters actually allow for a more creative, focused outcomes. The mandate for sustainable practices should be viewed as an opportunity to connect with your customer in a new way, to build loyalty and get attention for compelling initiatives that build your brand as well as your reputation. Oh and another plus: you might actually improve your bottom line.

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Sustainability Is The New Green

The 22 Immutable Laws of Branding by Al Ries and Laura Ries

Though the book was written in 1999, most of the 22 Laws still ring true today. Written by Al Ries and his daughter Laura, the 22 Laws is considered to some as the ‘Bible’ of branding. The newest edition is paired with The 11 Immutable Laws of Internet Branding.

Designing Brand Identity: An Essential Guide for the Whole Branding Team by Alina Wheeler

This is the third edition of Alina Wheeler’s original Designing Brand Identity. Filled with processes, tips and tools the book cuts right to it without the fluff and the grandstanding. It’s a great resource for marketers, designers, brand strategists and mangers and chocked full of case studies and examples.

The Brand Gap: Expanded Edition + Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier

Where do I begin? I must say that Mr. Neumeier is one of my favorites as he understands how little time people actually have. The ‘whiteboard’ style condenses his thoughts into incredibly succinct points and meaningful illustrations. Take five hours and read these two and you’ll come away with an in-depth understanding of what it means to differentiate today.

A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury

Bedbury establishes eight principles that successful brands follow. Another organized read, A New Brand World is mostly focused on Bedbury’s days with Nike and Starbucks’ and the inside scoop on what helped propel the two to super brands.  If you’ve ever wondered what happened during the early days, read this one for sure.

Building Design Strategy: Using Design to Achieve Key Business Objectives by Thomas Lockwood and Thomas Walton

Building Design Strategy talks about the value of design in business.  If you need to prove to your CEO that redesigning the website is paramount to your company’s success, give her this book.

BrandSimple by Allen Adamson

As Managing Director of Landor, Adamson knows his stuff. Another process-oriented read, BrandSimple teaches readers how simple is better. Adamson reduces all the hype, the brand manuals, the internal campaigns and the marketing down to one simple idea. Also, check out BrandDigital, an overview of what some of the industry’s movers and shakers are doing with digital.

Groundswell: Winning in a World Transformed by Social Technologies by Charline Li + Josh Bernoff

THE book on social media. Just read it.

Identity Crisis: 50 Redesigns That Transformed Stale Identities into Successful Brands by Jeff Fisher

Readers get a look inside the challenges of rebranding.  Strategy, creative and problems included.

Purple Cow: Transform Your Business by Being Remarkable by Seth Godin

No list is complete without the Cow. Purple Cow makes marketers make a choice- be invisible or be remarkable. What side do you want to be on?

Brand From The Inside Out: Eight Essentials to Emotionally Connect Your Employees to Your Business by Libby Sartain and Mark Shumann

In Brand from the Inside, Libby Sartain and Mark Schumann share their insights on internal branding. Get your ‘most valuable asset’ to deliver on your brand promise. A $10 million branding campaign goes down the toilet if the kid at the counter is a jerk.

Interested in hearing what your favorites are–drop us a comment below with your top 3.

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Quickies: 10 Readable Branding Books