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.
As fall sports start gearing up, I have always enjoyed watching my favorite teams get back into action. NFL, NHL, NCAA, NBA, MSL. You name it I’ll usually be tuning in to check the scores. My love of sports started when I was growing up in Detroit and I rarely missed a game on my transistor radio or TV when the home team was playing. My allegiance has changed to Tampa Bay teams since I’ve been here for over 40 years now, but I was particularly interested in this past weekend when the Lightning played the Red Wings and the Bucs hosted the Lions. Over the past few years, this usually meant an easy Tampa Bay victory, but the home teams were humbled badly. The Lions are now favorites to be in the NFL play-offs and the Red Wings (the former hockey powerhouse that earned Detroit the name of Hockey Town a few years ago) have emerged as a young team on the move. To be sure the teams really didn’t need a “re-branding” strategy, they just need to start winning. Both had been big losers for a while, and now have rekindled the fan’s support.
In the same way, the city of Detroit has re-emerged from an image as one of the US’s least desirable places to live to a more vibrant locale. Having lived there with frequent returns over the years for business and pleasure, I knew that the lousy image of the area was confined to the metro area of Motown while the suburbs and outlying areas are still some of the most desirable places to live in the Midwest. I was pleased to experience the downtown area of Detroit on a recent visit for our high school reunion which was held downtown with trips to the Motown Museum and a dinner cruise on the Detroit River which borders downtown and Windsor, Ontario. I was pleased to see a great deal of revitalization with new buildings, hotels, restaurants, a vibrant Riverwalk, and a positive spirit in the local citizens that I met.
However, it’s not just building new structures or expanding service. Just as the new stadiums that the Detroit teams have built in past few years have not translated to winning records, revitalization (as in branding) needs to come from within and requires a strategy that everyone in the organization/government understands and supports. There has been a resurgence of activity and popularity in the smaller towns and villages that are beyond the suburbs of major cities. These “small towns” have an old-fashioned atmosphere that today’s population are attracted to an enjoy visiting regularly. The old main street business areas are being updated with new boutiques, shops, restaurants, and professional services. Weekend markets are popular destinations for families and retirees alike. City councils and chambers of commerce have developed long-term plans that have drawn financial and citizen support. In the same way, major cities are making their downtown more user friendly with pedestrian malls, outdoor event venues, river walks, and a small town appeal despite the large office buildings and other structures. That has made Detroit a winner in more ways than sports performance. While the city still faces major infrastructure challenges, it is becoming more of a hometown than a metropolis. In the same way as long time brands revitalize their products and services with research, strategy and a plan based on understanding their changing marketplace and customers, cities around the country are developing a winning strategy that brings back the fans.
If you’ve followed my blog over the years, you know how important I believe a comprehensive brand strategy is to the success of a product or service. I mentioned my five-step process again last month and will continue to remind all of us to follow the strategy as we develop our brands. This month I want to focus on creativity in our message. I’ve been disappointed over the past couple years—especially at seasonal selling seasons—by the lack of innovation and break through message in the marketing messages that pervade all of the media today—both traditional and digital. I find that many campaigns suffer from what my former colleague and Doner Agency CEO, Alan Kalter, called “emulitis”. That’s the tendency of major advertisers to copy what their more successful competitors are doing in their marketing messages. That leads to a lack of individuality and rarely provides the reason for being nor the memorability of the message.
Advertisers for years have sought to have their messages to be memorable and to catch the attention of a customer base that has been inundated with an overwhelming amount of similar advertising. They usually demand more creativity from their marketing staffs and agencies. However, just being unique or intrusive (or oftentimes, silly) is not enough. During my years as both a client and an agency exec, I found that whenever a new campaign or creative execution was presented and it fell flat or just didn’t seem to be on the mark, it was because those creating the messages had failed to revisit the brand strategy and its unique selling proposition adequately before developing a script, layout, or storyboard. The creatives often became so focused on a unique, funny, or out-of-the box execution, that they neglected to remind the audience of why they should try or continue to use the product or service they were selling.
I remember going through 3 or 4 rounds of presentations with our agency (who had done award winning campaigns for us and who were some of most creative minds I ever worked with) and getting frustrated that all of the ideas seemed to be off-target. No matter what we reviewed, the ads simply fell flat as we reviewed and discussed. In frustration, I suggested that we take a look again at the original brand strategy that we had developed several months earlier and had resulted in great, memorable campaigns that we were able to extend to in-store and internal communications as well. During that review, one of the creative directors admitted that they really hadn’t discussed the strategy again and that this really clarified the direction. A week later they came back with a campaign that we ran successful for three years with simple updates and modifications.
Advertising legend, Leo Burnett, always emphasized that you should never insult or talk-down to your customers’ intelligence. As I watch and observe some recent campaigns in the market today, I have to say that many are thinking that their customers are still in junior high or simply not thinking. Creativity is determining the message that you need to convey and then finding a way to make it not only appeal to brain of the customer, but also touch the heart,
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!
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