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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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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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If you haven’t heard the @mashable #openwebawards is gearing up.  We at FYB are excited to see how the chips fall for the brands with balls and those that took big leaps and bounds with social media.

Shock, awe and heartache?! How will this roll out? There is no doubt that any brand with a solid online presence, participation and edge will be the ones duking it out. What makes this so exciting for us at FYB is how contests like this provide proof for big brands still caught up in thinking no one is talking about them.

via

With categories like best Brand/Startup/Company/Agency, Best Social Media Agency, Best Use of Facebook and Best Use of Twitter,  the #openwebawards is sure to be a heated dispute. Mashable has made it clear that the winners are up to the people to reveal who is most deserving of category crowns – and by integrating the voting process with twitter and facebook it is ridiculously easy for us to nominate (now) and vote (next week).

Nominations can still be submitted for a few more days but Mashable has reported some leaders in the pack – some front runners in the Best Brand Use of Twitter category:

• @TrueBloodHBO
• Crayola Creativitycast
• @NHLBlackhawks
• @LiveLifeSolid
• @Philips_vs
• @140hours
• #socialmedia
• @Smartcares
• @Digsby
• @KiWeets

Voting kicks off on Nov 18. – Dec. 13, winners announced on Dec. 15 – make sure you vote!

Come on brands, this is like “peek-a-boo”. You don’t think we notice, but we’re right here watching.

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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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If you are a city dweller, market research firm Yankelovich estimates you will see up to 5,000 brand messages a day.  How many of those will you remember?  How many of them will actually impact you?   How do you go about growing that proverbial set, taking those taboo actions and getting your message through impermeable skulls?

We’re going to ogle three brands that took some dangerous risks in 2009.  They each generated a ton of positive buzz, but even more criticism.  It should be noted that besides their detractors, the following campaigns were almost universally supported by their intended audiences – and as a result should be applauded for their efforts.

Volskwagen Real Racing GTI iPhone app (10.09)

What the people who mattered had to say: @thirtytwofeet “the vw gti app is great fun. i’m going to buy the full version – game and car. it’s ‘everyone’s a winner ‘advertising. Awesome”

The risk that they took:

Went straight to iPhone.  VW Golf’s young male techy audience likely spends a disproportionate time playing games and with their smart phones versus watching television.  VW decided to forgo the traditional TV buy for their new GTI launch and focus on showcasing the vehicle through a customized version of an already-popular paid iPhone racing game.  Upon download players are entered to win one of six suped-up GTIs as they play.  There is also a showroom in the game where they can get a close-up look at the redesigned auto.

What they could’ve done better:

Take it beyond the iPhone racing game. Real Racing GTI limits users to a racetrack where speed is the only objective.  There is certainly room to showcase the other vehicle features that matter in other iPhone apps.  Where else is this audience talking about and drooling over cars?  In their own cars? Why not create an augmented reality app that can transform someone’s current car into a new GTI?  VW can also benefit by highlighting the real-life experience of the vehicle – from the plush interior to the Euro suspension. Maybe integrate into an app that highlights European fashion and luxury – like Gilt Groupe?

Takeaway:

Simple, non-pigeonholed ideas can propel a digital-only launch.  Where mass market buys are too inefficient or have too high a barrier of entry, highly targeted digital activations will always work.  It’s important to not create an app for the sake of it, but to add value and be super-specific in messaging.

Burger King Whopper Sacrifice (01.09)

What the people who mattered had to say: Rajesh Shetty “It was a brilliant campaign where you win if you win and win if you fail”

The risk that they took:

Burger King enabled their consumers to wreak havoc on Facebook.  A more dated but still relevant case study, BK allowed Facebook users to sacrifice 10 of their friends in exchange for a Whopper.  In this hilarious take on the true value of social networking “friendships,” Burger King enabled their consumers to prioritize a delicious burger over a purely digital distant relationship.

What they could’ve done better:

Work closer with Facebook to avoid getting pulled.  The application was discontinued in less than a week due to supposed violation of Facebook’s privacy policy that forbids a user to be notified when they’ve been defriended.  Nearly a quarter-million friendships were sacrificed for a Whopper in this manner, fueling Burger King’s viral branding fire.

Takeaway:

Brands often get caught up in the desire to satisfy everyone without offending anyone – a task proven impossible since the dawn of man (though promised by most politicians). Our consumers are smarter, more intelligent and cynical than we give them credit for.  They can appreciate when a brand is real enough to aid them in their personal guilty/evil pleasures.  In the game of branding, success can be found in helping our consumers offend each other, rather than please.

Amp “B4 U Score” iPhone app (10.9)

Credit: Wall Street Journal

What the people who mattered had to say: @thelifeofnate “I don’t know what’s worse. That people take time to complain about this stuff or that Pepsi rolled over.”

The risk that they took:

Help men fulfill their carnal desires.  Amp Energy solidified their stature amongst Maxim-reading, Axe-wielding males 18-24 by creating an iPhone app that provided these guys scoring tips for 2 dozen lady types – from Cougar to Rebound Girl to Twins.  They introduced witty/cheesy pickup lines along with bits of conversational knowledge that could aid in conquest.  There was even a feature to “brag” to your friends about the whole experience.  It essentially was a male/iPhone version of Cosmo’s monthly “195 Ways to Please Your Man”.

What they could’ve done better:

Stuck to their guns and not pull it down.  None of Amp’s intended male target asked for the app to be taken down from the app store (which also happened within a week of launch, like the Burger King case above).  If Pepsi had the guts to set this dating application for men live, they should’ve defended it all the way through.  Instead they yielded to external pressure and apologized for something that they shouldn’t have been sorry for.

Takeaway:

If you’re going to be badass, stay badass ‘til the end.  The second you waiver, your authenticity is called into question.  Obviously you need to keep concern for your shareholders and the halo effect on the other brands in your portfolio – but not at the risk of diluting a powerful and effective branding message.  It is totally possible to surprise and delight your target audience while offending everybody else just enough to avoid protest marches outside of your corporate headquarters.

Its fairly safe to declare each of these risky executions as brand winners – they all strived to become not just the subject, but part of the conversation.  To do so they talked with and enabled their youngish male audiences – instead of simply talking like them and pissing them off (see “Poochie”, The Simpsons 1997).

As our brands evolve in the social media space, we must peel off the white gloves.  If we’re already convinced we’ve been risky and bold, we should examine the criticism we’ve received.  If there is none, then I think we we’ve played it too safe.  Let’s all take risks like Burger King, Volkswagen and Amp as we position our brands as something quite the opposite of lame.

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Who didn’t see this coming? Apple moving mainstream? Check. Tastemakers want new and shiny? Check. Verizon goes all indie to get some street cred? Check.

Verizon’s first Android phone, Droid, will enter the marketplace on November 6th. Boy Genius has a nice preview if your looking for specs. With minimal effort, Motorola’s Droid has neatly positioned itself as the ‘anti-iPhone’ with its new iDon’t campaign spot.

Pulling directly from Apple’s Brand Styleguides, Verizon uses iPhone typography and music to make the following points:

• iDon’t have a real keyboard
• iDon’t run simultaneous apps
• iDon’t take 5 megapixel pictures
• iDon’t customize
• iDon’t run widgets
• iDon’t allow open development
• iDon’t take pictures in the dark
• iDon’t have interchangeable batteries

At the end of the spot, the copy “Everything iDon’t” fades out and is replaced by ‘DROID DOES’. That’s all, except for two incredibly vague details– “November” and “DroidDoes.com“.

If you head over to the website, you’ll find yet another teaser and a damn form. Enter your email and ANOTHER form pops open asking to you enter name, zip and phone. Ugh.

Seconds later I received my much anticipated follow up email. Much to my dismay…another teaser.

Now, perhaps Verizon is playing up my curiosity, but that’s it? No cool game? Not even a video? Maybe some sweet copy? Nope. Nada. Zip. Zilch. Guess I’ll have to wait with the rest of the suckers who dropped their email.

The guys over at Phandroid gave us a heads up on October 21st, saying that Verizon is holding an invite only press event on October 28th. FYB will be keeping an eye out for pub stunts for sure.

What do you think of the campaign? Does it work?

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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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Seems like the big guys are finally moving into the social mediasphere.

Pringles, Proctor’s last major food brand, has blasted onto the multi + social media playing field with a new challenge for consumers. Now that brand owner P&G put a stop to billable hours, it seems that Grey Global is working a bit harder.

Consumers are asked to text message or send photos or videos showing how they eat Pringles crisps (that’s chips for you yanks) for the 100 Ways to Enjoy site. There’s also a web app that allows you to design your own Pringles can. The only thing I can’t figure out is why they included clickable Better Business Bureau graphic in the lower right. So weird.

The new “Everything Pops” campaign will include tv spots, banner ads, print ads, in-store signage, PR and heavy social media to promote…wait for it…..a bigger can. The whole thing is a little last year but check out this banner ad. Seems like a case of too many target audiences or too many ideas.

Global fashion retailer, Gap is leveraging social media to unveil its new fall denim line, Premium 1969.  Trading TV spots for digital media, they are also spending campaign dollars on print, cinema and outdoor advertising. Tell the world what you were “born to do” by creating your own interactive Gap ad and have it featured on borntofit.com (actually a facebook application).  Their style mixer iphone app lets you “share what you wear” and receive style tips.

OfficeMax hosted a blogcast earlier this month featuring back to school tips and ranked as the 3rd Trend Topic on Twitter the day of. The Max has created a viral campaign called Penny Pranks where people buy things with pennies…lots of pennies. They’re supporting the campaign with deep discounts during ‘Back To School For Pennies’.  So far the videos have gotten over 2 million hits and the Penny Pranks YouTube channel has 7,500 subscribers.

Video: Paying With Pennies by OfficeMax

In a recent press release Ryan Vero, EVP and Chief Merchandising said, “We sell school supplies and classroom tools, but if we can also serve as a resource for parents, teachers and students and offer compelling content, this is what sets OfficeMax apart”.

Nissan is hoping to make waves for it’s 100% electric car, The Leaf, using a Twitter-powered Q&A on their website as they aim to answer questions and dissolve confusion in evolving electric car market. The leaf, its 100-mile range and its tag, “100% Torque”, are expected to hit the US by late next year.

I’m interested to see if the big guys will keep audiences engaged or slip back into the cushy world of mass marketing.