Please note that KAB Marketing is no longer operating as a consulting and presentations company. The Blog "What's Branding Got to Do with it?" will continue to be published on a regular basis.
We were pleased to make a stopover in London and Southampton, England this month on our way to Norway. It’s always interesting to visit an area with so much history and one that has had such an influence on the US. Of course, the UK has been very prominent in the media around the world the past couple years with the passing of the queen and Prince Phiip, the coronation of King Charles, the ongoing stories of Prince Harry and Meghan, the many other news stories covering the royal family, and the ongoing political scene in Parliament and the other UK countries. One thing for sure, the monarchy in the UK certainly is a brand that has been around for centuries and continues to be relevant to its follower in the present.
It’s interesting to see that the longevity of the monarchy can be attributed to the same principles that long-term successful brand follow in maintaining their loyal customers. As I look at the five-step process that I have presented and followed during my marketing and speaking careers, there are certainly similar steps that the royalty and its brands have followed.
First, a successful brand starts with the creation of the vision. Marketers must decide on what their product or service is and how it will be better than similar products and meet the changing needs of their consumers. Centuries ago, the monarchs in England had a vision for an empire that would not only expand around the world but also provide the goods and services that were unavailable in their relatively small island in the north Atlantic.
Next, research is necessary to determine who the customer is, why they would want the brand, what other brands provide similar benefits, and can the new brand (or improved one) can meet these criteria. The British Empire did its research through exploration of the world. They searched other countries and peoples to learn what they had that could benefit their subjects and then set up a presence with the logistics to have these outposts provide what they needed.
Third, a brand must have a communications plan that will inform the population and ruling bodies as to what the product or service is, what benefits it provides, and what value the consumer will find by purchasing and using the new brand. While the British explorers often conquered their new subjects and dictated what they would provide, they communicated through other explorers and then printed documents why British rule was beneficial to both the subjects in the new territories as well as to the English subjects.
Fourth, these communications not only had to be creative in order to appeal to the target customers, but they must follow a well=designed plan that is effective and that can be adjusted to meet changing or unforeseen stumbling blocks to the brand’s success. England’s leaders were diligent in developing their plans for the empire. They realized that to rule countries thousands of miles and several continents away, there had to be a plan to establish a presence but also to implement the desired benefits for the long term.
Finally, for a brand to continue to be successful, the product and the people responsible for delivering it and its benefits must live up to the brand every day. A brand that is not reliable or does not perform as promised is doomed for failure. Promising a pleasant shipping experience and then not training or hiring people who understand and are passionate about delivering on that promise will result in even the most comprehensive strategy and most creative marketing plan being a quick failure. The monarchy has a long history of negative actions and publicity but somehow has endured in the loyalty and traditions of its populace. Evidence of this exists in the huge turnouts for the funerals of Queen Elizabeth II and her husband. Millions around the world tuned in for the coronation of Charles III. The ratings of the Netflix movie about Harry and Meghan and The Crown series, as well as the sales of Harry’s book “Spare” are evidence that despite its diminishing relevance in government, the monarchy is a brand that still resonates with the people.
One of the most important books that I’ve read on branding was co-authored by my good friend, B.J. Bueno in 2002—THE POWER OF CULT BRANDING. In the book, B.J. describes how the most successful brands not only achieve significant market share but also create a cult following by its loyal customer base. In defining this type of branding, he says that the brand’s “customers not only use their products, but they evangelize to the world about them.” Brands like Starbucks, Chick-fil-A, Lexus, Harley Davidson, and Nordstroms (to name a few) are famous for not only having a strong brand identity but also their customers consistently rave about them to their families, friends and neighbors. That’s how I found out about one of today’s strongest cult brands—Buc-ee’s. Friends of ours who travel regularly on our interstates frequently told us that “you have got to visit a Buc-ee’s on you next road trip. So, on our way to Kentucky last week we took a look and did some research.
Buc-ee’s was founded in 1982 in Clute, Texas, as a convenience store and gas station by Arch Aplin, whose nickname growing up was “Beaver”. The name not only describes the company’s giant logo with a smiling beaver, but also led to it’s name after the early mascot for Ipana toothpaste in the 1950’s, Bucky Beaver. It took about 20 years before Aplin decided to expand this typical store/station into a mega-travel stop nearly 100 gas pumps and over 50,000 square feet of retail space. It’s a lot bigger than a truck stop and in fact, does not allow trucks on the property in order to appeal to its rv and auto traveling customers. The company is known for it’s signature brisket sandwiches, take-away foods, about 50 soft drink and slushee fountains, carmel pecans and assorted nuts and snack, and miscellaneous and unique travel items. It also boasts the cleanest, most spacious restrooms on the road which were personally designed by Aplin. These consistently are recognized the cleanest in the country. It’s a sight to walk into the expanse and note the amount of customers even at 10am on a Tuesday morning. Customer service is one of the reasons for the cult following. Despite the size and traffic, Buc-ee’s associates are efficient and friendly and greet customer with a Texas-style “Welcome to Buc-ee’s” while whisking customers through their checkouts without long lines. Same holds true for the gas pumps which (despite the lowest price on this trip) move cars in and out as fast as the indoor checkouts.
The proof of its success is reflected in the company’s expansion to over 50 stores mostly in Texas and the Southeast and since it’s privately held, the volume numbers aren’t public but if you picture a Wal-Mart or Costco on the day after Thanksgiving, you’ll have a good picture of a typical day at Buc-ee’s. Yes, there are big, noticeable billboard for several miles before the next exit, but the enthusiasm of their customers in recommending a stop makes it one of the newest, most successful cult brands in the US.
I’ve shared many presentations on branding over the years and while each one was customized for the particular audience, I always sought to have consistency in my message on what it takes to have a successful brand and a profitable marketing strategy. I always included an outline of the five steps that I found, after over 35 years in the business, were essential to building a brand that strengthens a product or service’s relationship with its customers. The final step that I always emphasized as the most important was to LIVE UP TO THE BRAND EVERYDAY!
No matter how well thought out and clear the company’s vision is developed;
no matter how well a company does its research to define its target customer;
no matter how well one defines its value proposition that separates it from the competition;
no matter how complete the marketing and communication plans are prepared…
…it will be unsuccessful if the product or the people selling or servicing it don’t live up to it every day with every transaction. Too often we make effective and creative promises with our marketing and then fail to deliver on those promises when the customer comes in or orders.
We visited Savannah, Georgia, again last week and once again were impressed on how the city has developed itself as a top tourist destination. It certainly has historical offerings. It has wonderful dining and accommodations for all types of visitors. It has a great commercial hub for shipping all over the world that is spectacular to watch on the river. However, what really impressed me during this extended stay in the area this time, was how the citizens of the city and the employees of the establishments and attractions go out of their way to make the visitors feel really welcomed and appreciated. And it’s all done with a sincere smile. Somehow all of the employers and government officials in this town have managed to convince their associates that this place is great and show their appreciation. Whether it’s the crew on the free water taxis on the river or the servers in the great variety of eating/drinking establishments or the guides and attendants on all the attractions, they consistently brought smiles of satisfaction of all of us.
That’s the key to a successful brand. To be sure to not disappoint the customer at every level of the sales proposition-before, during and after the transaction. This applies to product manufacturers, retailers, health care institutions, and online services. In fact, it applies to anyone wanting to have a profitable brand.!
COMPETING WITH SUPER BRANDS—IT’S A JUNGLE!Another Superbowl has come and gone and most of the news is that it was one of the best Superbowl games ever (although some Eagles fans may disagree). The hype is finally over. As usual I think the halftime show is over-rated and a waste of time. The advertising rates have gone bonkers but the hype for the spots continues to grow and so from a pure audience perspective the costs are not surprising. What is disappointing is that with that high expenditure, the messages for the most part don’t measure up with predicable, copycat creative that leave many viewers looking for more snacks and restroom breaks than watching the messages. However, as I do every year since I went to Superbowl #3 in 1969 (Joe Namath’s famous game), I watched closely and here are some reactions.It seems that one advertiser uses a celebrity and then the others follow with as many stars as they can “buy”. The spots should be built around the product/service rather than figuring a way to us a famous person. And if one is not enough, why not put cameo roles for as many as you get show in 30 seconds. Others just seem like they are assuming that everyone knows the product and why bother with a USP or benefit statement. Here’s my summary of some of the spots:
Any parent who has travelled with their infant or toddler knows the importance of a pacifier to help baby make it through the trip. Kia makes a case for its Telluride suv and how it can get you anywhere you need to go.
In this case using a celebrity works because Ben Afflek is well known as a loyal Bostonian who also has worked in the drivethru at Dunkin’ Donuts several times in the past. Dunkin is a local favorite in New England as well as around the country so it makes sense. Having Ben’s new wife, JayLo, order a donut as well helps make the product sell really work.
Babies are always good subjects and E*TRADE has done this before with the babies with financial investor jargon conversations. Their hilarious but they also make the point of why online investing is really popular.
Here are two celebrities John HAM and BRIE Larson as their namesakes in a fridge with a jar of Hellman’s mayonnaise. They didn’t need to “sandwich” their message between that not only is this a cute spot but also make the star out of the product.
A big surprise in big game advertising and a message that is really well presented. Given all of the challenges and hate in the world today, this message is not only timely but one that puts the game into perspective. Whether you’re a Christian or not it hits the mark. If you’ve heard about the where the funding comes from to run this, forget about it and think about the message.
I love Will Farrell as a comic and actor who is always outrageous. However, this GM elecdtric vehicle spot is outrageously stupid in my opinion. I didn’t get a charge out of this one at all.
Another commercial built around a celebrity for a product that everyone knows. Pepsi has for years beaten out Coke in blind taste tests but this one is a loser.
I never heard of the company. It’s nothing new when Capital One, Discover, Sams Mastercard and almost every other credit card offer cash back. I don’t know who this is either but then I’m not their target—even though I got a lot cash back on my credit cards this year.
There are more that are so forgettable that I can’t remember them. I do know that Patrick Mahomes went to Disneyland after the game!
KEN BANKS’BLOG DECEMBER 2022 https://youtu.be/hhl4wRuo95Y
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Holiday Brands with Memorable Creative!
The holiday season is upon us and it’s amazing to me how the advertising at this time of year has changed significantly. Thanksgiving week newspapers used to bulge with the amount of inserts and ROP ads. Our mailboxes used to be stuffed with thick Christmas Catalogues. Broadcast spots used to be worth watching just for the great creative messaging. Online has certainly had its effect on all of this mass media. However, it still is a time for great creative messaging that hits our heart on the way to our wallets. Not so much anymore. Yet, there are still some marketers that take the time to capture the spirit of the season with spots that provide a positive perspective on the season. Here are just a few that I’ve noticed this year.
PUBLIX SUPER MARKETS. Always on my list, Publix started the season on target with this great Thanksgiving spot that reminds us that family is still the key to this holiday.
Click here to view this wonderful spot. https://youtu.be/4kAssyB09Bg
AMAZON. One of the reasons for the decline in the media advertising of former holidays. Amazon continues to hit the heartstrings with this special commercial of an unfortunate family situation.
Click on some Christmas joy. https://youtu.be/jQWLKhhWBTs
BMW. Christmas auto spots normally have Santa driving the latest model (in red) of their cars followed by low interest offer. BMW created this cute spot to present how I might get one for Christmas this year.
Click here for a surprise. https://youtu.be/gOxJovrDxzw
SOUTHEAST GUIDE DOGS. One of the best presents I ever gave my wife was little white puppy from the local shelter. Here’s an interesting take on a similar idea.
Click here for an animated spot with heart. https://youtu.be/6P1Jkvlhgrg
LOBBY HOBBY. Another regular contributor to my list of great Christmas spots. Lobby Hobby keeps it simple yet heartwarming,
Click here: https://youtu.be/kOME-jeiJOk
WEST JET AIRLINES. Every year WestJet does miracles for its passengers and communities. https://youtu.be/OSYhPIAIU9oLast year was no different when they helped Canadians get back to travel and seeing their families. Here’s a short video that is truly the spirit of Christmas. Click Here: https://youtu.be/OSYhPIAIU9o
BONUS CHRISTMAS STORY. Here’s an article that I got on Facebook recently that shows that we advertising professional have had an impact on the holiday season. I hadn’t heard this but it’s great to read.
Wow, I had no idea about the origin story of Rudolph the Red-Nose Reindeer! If you aren’t familiar with it either, read below:
As the holiday season of 1938 came to Chicago, Bob May wasn’t feeling much comfort or joy. A 34-year-old ad writer for Montgomery Ward, May was exhausted and nearly broke. His wife, Evelyn, was bedridden, on the losing end of a two-year battle with cancer. This left Bob to look after their four-year old-daughter, Barbara.
One night, Barbara asked her father, “Why isn’t my mommy like everybody else’s mommy?” As he struggled to answer his daughter’s question, Bob remembered the pain of his own childhood. A small, sickly boy, he was constantly picked on and called names. But he wanted to give his daughter hope, and show her that being different was nothing to be ashamed of. More than that, he wanted her to know that he loved her and would always take care of her. So he began to spin a tale about a reindeer with a bright red nose who found a special place on Santa’s team. Barbara loved the story so much that she made her father tell it every night before bedtime. As he did, it grew more elaborate. Because he couldn’t afford to buy his daughter a gift for Christmas, Bob decided to turn the story into a homemade picture book.
In early December, Bob’s wife died. Though he was heartbroken, he kept working on the book for his daughter. A few days before Christmas, he reluctantly attended a company party at Montgomery Ward. His co-workers encouraged him to share the story he’d written. After he read it, there was a standing ovation. Everyone wanted copies of their own. Montgomery Ward bought the rights to the book from their debt-ridden employee. Over the next six years, at Christmas, they gave away six million copies of Rudolph the Red Nosed Reindeer to shoppers. Every major publishing house in the country was making offers to obtain the book. In an incredible display of good will, the head of the department store returned all rights to Bob May. Four years later, Rudolph had made him into a millionaire.
Now remarried with a growing family, May felt blessed by his good fortune. But there was more to come. His brother-in-law, a successful songwriter named Johnny Marks, set the uplifting story to music. The song was pitched to artists from Bing Crosby on down. They all passed. Finally, Marks approached Gene Autry. The cowboy star had scored a holiday hit with “Here Comes Santa Claus” a few years before. Like the others, Autry wasn’t impressed with the song about the misfit reindeer. Marks begged him to give it a second listen. Autry played it for his wife, Ina. She was so touched by the line “They wouldn’t let poor Rudolph play in any reindeer games” that she insisted her husband record the tune.
Within a few years, it had become the second best-selling Christmas song ever, right behind “White Christmas.” Since then, Rudolph has come to life in TV specials, cartoons, movies, toys, games, coloring books, greeting cards and even a Ringling Bros. circus act. The little red-nosed reindeer dreamed up by Bob May and immortalized in song by Johnny Marks has come to symbolize Christmas as much as Santa Claus, evergreen trees and presents. As the last line of the song says, “He’ll go down in history.”
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DIFFERENT BRANDS IN TODAY’S MEDIA!
It’s that time of year when everything starts transitioning to the holidays. In years past that meant that the advertising world put their best foot forward, hyped up the media budgets and produced some of the most memorable ads, commercials, catalogues and mailers. That was a time when retailers dominated the marketing messages that we all looked forward to and enjoyed seeing. Times have changed. Most of those retailers no longer exist. Those that remain have been dominated by price/item ads with little more reason to shop than a good buy. There are still some that will make the effort to provide thought-provoking or heartwarming messages that set the spirit of the holidays. However, with the change in media opportunities and lifestyles, marketing is no longer the world of retail. This struck home the other day when my seven-year old grandson, Michael, asked me if I knew who Morgan & Morgan was. They are, of course, the largest personal injury law firms in the country and John Morgan and his family dominate the marketing messages. Michael said “You know the ones who say “For the People” or “pound (#) law that’s all”. He could recite their messages and talked about Morgan as if he was Spiderman or Blippi. If I asked him who Macy’s was, or what Old Navy was, or what a pair of Levi’s are, he would have no idea. The media and the messages have sure changed, and I thought it would be worth looking at what marketing messages now dominate the advertising scene.
LAW FIRMS. I noted three separate firms advertising in one commercial break the other day. They are all anxious to help you win your lawsuit or squeeze the insurance companies out of their large sums of cash. Most, like Morgan and Morgan, feature the firms’ partners or their kids or grandkids. Most promise that there is no charge unless you win. Some have good creative with a brand strategy that separates them from the pack. We see their photos on billboards, busses, posters, postcards, online messages—just about everywhere. No doubt this works and when a person without a personal attorney suddenly has a need for legal help, top-of-mind awareness certainly is critical. Let’s not forget the attorney reference firms like AskGary) and the multitude who will help you get out of your timeshare contract, sue Camp LeJeune and other government agencies, help men with a divorce, help reduce our credit debt and on and on. Legal advertising is booming.
PRESCRIPTION DRUGS. If you watch or listen to any programs that target an older demographic group, you won’t miss at least 3-5 Rx messages per hour (and sometimes in the same break. Not to mention the online messages and direct mail. Big pharma has jumped in to build awareness for these ubiquitous names with patients and medical professionals alike. The spots always seem to show people enjoying life thanks to the relief from one ailment or another. A celebrity (like Cyndi Lauper for psoriasis) also helps gain recognition and awareness. There are just so many (I counted 10 on a CBS Sunday Morning show recently.) that I believe the consumer is being bombarded like the sale ads used to run for retail with little or no impact.
AUTO DEALERS. Car ads have been a major media staple for years. However, it now seems that the car manufacturers overspend with spots on everyone of the thousands of cable channels and the repetition on network and local media with most models and brands that look alike seems to be overkill. Every now and then a dealer will actually give you a reason to choose them over the others because of something they do differently or their commitment to service, but to have the dealer owner (or now the sons and daughters of the founders) .Then there are the regional dealers associations with their offers, the spots from the manufacturers themselves (which also tend to be so repetitious that I’m sure many viewers get turned off rather than interested in the models being marketed). Add to all this clutter the multitude of online and pre-owned companies that have proliferated and it’s too bad that the chip makers can’t supply enough to have those models in stock when a customer finally goes in to buy.
NETWORKS. Now that there are so many networks and streaming services, it’s hard to tell which programs are on which “channel”. This is exacerbated by the similarity in the programming from super heros to explosions to reality contests to silly sitcoms filled with politically correct relationships. It’s hard to keep a hulu separate from a fubu or a roku to me.
MEDICAL SERVICES. Some of the best branding, I think, on media now comes from the hospitals and clinics that now fill the airwaves. Add to this the physician specialists and groups that now use mass media and it’s hard to choose where to go to get the best medical care. Add to these at this time of the year with all of the Medicare advantage programs that are soliciting based on no premiums, no copays, no reason for being. Just one more mailer or one more text message and I might just change
CELLULAR SERVICES. I could go on but I have a text coming in. Back you next month!
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