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.
Successful brand strategies historically have been the key to aggressive growth by American companies. As these companies have grown into multi-billion dollar conglomerates, the benefits to industries, investors and local economies have been the cornerstone of our capitalistic society. It has made a lot of executives and investors very wealthy. However, some the longest lasting benefits from this growth in wealth has been those that have resulted in re-investment by corporations, foundations and individuals into technology, innovation, research and (just as important) into charities. As we look around our country and see its most important accomplishments, we have to thank the capital growth that provided the foresight and knowledge that have been the landmark of our success.
The investment has never been greater than the past year where we have seen three major brands and the parent companies invest in space travel. Jeff Bezos, Amazon founder and world’s richest individual, has always donated much of his wealth to charities and foundations for a better society. Amazon’s investment in robotics and clean energy have benefitted the company for sure, but the innovations have changed the way many companies are doing business as we move away from brick & mortar retail and distribution. His most recent investment into space exploration and travel has attracted media and public notice this past year like nothing before. He personally invested over a billion dollars while the company and foundation have reportedly invested the $5.5 Billion needed to launch the first Blue Image rocket a couple months ago. Let’s not forget the $28 million donated to become one of the passengers. Bezos had competition in the space race with fellow billionaires Richard Branson ($250 million) and Virgin Galactic as well as Elon Musk’s Tesla/SpaceX (nearly $100 billion) also launching space missions this fall with more scheduled soon. Certainly, these ventures will have significant benefits to technology, travel, and transportation in the coming years, just as NASA’s investment in space has changed the way the world lives in so many ways. For that we all must be grateful to the benefits of capital growth and successful entrepreneurs like these three.
As we approach Thanksgiving, however, I can’t help but think what even more far-reaching benefits could be realized from these billions of dollars spent to launch rockets could be realized in other more direct ways. How much of these funds could have been used to research the viruses that have plagued us now for almost two years. Could we have prevented the pandemic had we spent more to research in advance? I think about the toll that Alzheimer’s has taken on the lives of millions around the world and dream of a cure that may have been developed to prevent or treat this deadly disease. The same holds true for cancer and all the various types that so many of us have experienced in the past few years. We can go with all of the other ailments both physical and mental that we might be able to cure or at least understand more completely if we have the funding to do the research and testing necessary. We can also fund the education and training that is necessary to develop the solutions by offering more schools and scholarships to help develop the expertise that necessary. The government has just passed a bill to fund trillions of dollars on infrastructure needs that effect our way of life and this is long overdue. The infrastructure of our medical and education needs are no less important and may be even more necessary in the future. So for those companies (brands) and individuals that have shared their wealth in making the world a better place, we should all give thanks and hope that they will continue to explore all the needs here on earth as much as in outer space.
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CHEER FOR CULT BRANDING!
One of my bucket list items has been to visit some of the historic major league ballparks that I’ve been watching my Tigers and now Rays play at over the past many years. I’ve been to Tiger and Comerica stadiums in Detroit and have been to the original Yankee stadium and Wrigley Field over the past few years. This year we decided to head for Boston and see our Rays play the Red Sox at historic Fenway Park. In addition to being the oldest major league ballpark, it’s also a tradition among Bostonians regardless of age and demographics. Going to the park, you could feel the magic as soon as you entered the gate, there’s a spirit and energy that is unlike any other ballpark and a loyalty to the team that has become a cult brand for its many fans for years. Cult Branding is the title of a book written a few years ago by my marketing guru, expert and my friend B.J. Bueno who describes a cult brand as one that “with the right combination of positioning and branding takes on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers.
The Red Sox certainly have accomplished this over the years. One can hardly travel around the country or visit a tourist attraction without seeing Red Sox hats, tee shirts, jerseys, jackets on people men, women, and children. And if you mention the team to them, they’ll immediately give you an emphatic opinion and commentary on their most recent games and standings. This week was no different. We showed up at Fenway with our Rays hats and shirts on and were immediately caught up in several discussions about how our team was leading the league standing over Boston by 5 games but how the Sox would be back soon. Even after their team fell behind 8-4 in the ninth inning the over 30,000 fans emphatically sang the “Sweet Caroline” anthem that has become a Boston trademark. We decided to sign up for a Fenway Park tour the next morning and the brand was even more strengthened as we went from a Red Sox merchandise store as large as Dick’s Sporting Goods to a tradition-filled explanation of the history of the stadium and the team. Of course, the stadium is unique with the Green Monster left field wall and short right field stands, but who would expect a functioning roof-top garden that provides produce to the concessions and museum that recounts the team’s history. When they talk about the Red Sox Nation, there is no other group of “customers” that are as loyal or enthusiastic—a real cult brand!!
Other successful brands have followed the Red Sox lead and developed the same type of loyalty with an effective brand strategy and effective marketing. Here are just a few”
Chick Fil-A. The Atlanta fast food company has broken all the rules in building a loyal customer base. Go by a Chick-Fil-A at any time of the day (except Sundays) and there is a double line of cars in the drive thru, a full parking lot and a staff that lives and breathes customer service. They’ve taken a mediocre chicken sandwich and build a menu that people love and are almost addicted to. Basic fare but consistently served and loved by customers of all ages. Their famous “Eat Mor Chickn” with the cow spokespersons are loved and effective as any long-running campaign in the fast food industry. Go to any sporting event and they have a spot the Chick-Fil-A cow in the stands who needs no explanation and is universally recognized. The company’s involvement in their local communities only build their brand and developed a loyalty that is unsurpassed in the industry.
Harley-Davidson motorcycles. B.J.Bueno discusses this cult brand in detail in his book and there is no doubt that when it comes to motorcycles there is no brand as well-known or as promoted by its customers. If you need proof just go to Sturgis or Daytona Beach at bike week and you’ll witness a cult-brand in action like no other vehicle.
Tesla. Elon Musk has developed the electric vehicle market and a cult brand at the same time. Owners love the car and the technology which rivals Apple products in design and state of the art features that have helped it grow and made him one of the richest people in the world.
Costco. A warehouse store is a warehouse store. Right? Not when you look at the performance of Costco which has developed a cult brand of its own despite respectable competition from Sam’s Club and BJ’s. The company has developed its own brands that consistently rate highest in the Consumer Reports rating for quality and reliability. The store experience is second to none without providing real customer service—except when you need it. The food quality and presentation make you hungry and loyal despite long-term food chains who also do a great job over the years. The wine selections is outstanding and offers low priced brands and high-end vintages that appeal to all customers. Their sampling stands are a draw that builds loyalty and sales in-stored while adding to the ambiance of the shopping experience. Electronics, auto service, optical, Rx, and contract services all continually live up to the Costco brand that has a loyal and excited customer base.
Apple. Another featured brand in the book. Apple continues to develop a loyal customer base (that includes yours truly) with not only state of the art tech products but with customer service that never disappoints. Whether it’s online, by phone, or in one of their bustling stores, Apple always makes the customer feel important by never talking down to them and always satisfying their needs. One only needs to take an airline trip and watch the number of passengers swiping their i-phones as they board to appreciate how Apple has become part of everyday life for so many customers worldwide.
Amazon. Does anyone not use Amazon for almost anything you might need? The company has made buying so easy and fool proof there is no surprise to see the gray Amazon vans several times a day on your neighborhood streets (and in our front drive). Using the Amazon site makes getting the right product and then using it easier than ever and the company anticipates customer expectations before there is a problem. Refunds, exchanges, re-orders are all made easier by a brand that has changed retail forever.
So, the Rays beat the Red Sox 2 out of 3 but the loyal cult of fans at Fenway kept cheering till the end of the ninth inning just for the experience,
As we approach the end of the month of April, it’s pretty common to look back at where we were last year at this time as the COVID pandemic had impacted our lives and our world in such a short time. There have been a lot of changes over the past year and hopefully as we learn more and things start to improve with the rollout of vaccinations and understanding this deadly disease, we’ll get back to business as usual. In the marketing world, this is now business as usual and changes that have occurred over the past several months are likely to have an imprint on our future. As the foundation for marketing success, branding has certainly been in a state of flux as we have adjusted to the new demands and purchasing habits and expectations. So, I thought it would be beneficial to take a look at some emerging trends that have change the way marketers have sought to communicate with and motivate their customers.
Like so many others, I’ve watched a lot more media and used the internet for more than ever to cope with the changing world we have lived in the past year. And being a student of advertising for many years, I thought I’d share some observations of what’s been going on in the marketing, advertising, retailing and service world out there.
LOUDER VOICES. Here are some trends that have really started to dominate the media.
Legal Advertising. No matter what market you are in the amount of advertising being done by law firms has grown exponentially over the past few years, and it certainly has helped many firms grow significantly, especially in the personal injury and litigation arenas. While I haven’t travelled as much this past year, no matter where I have gone, I have been inundated by similar messages by aggressive, tenacious lawyers who want to win and won’t charge you if you don’t win. Creative is as predictable as auto dealer advertising with principals or founders in their offices or with their families (many of whom are also attorneys in the firm). They are all looked on as demons by the big insurance companies and their attorneys, or they are always the best divorce lawyers for both husbands and wives. And if you don’t believe them, just “Ask Gary”. I have noticed some improved creative from some of the larger firms like Morgan and Morgan (who were one of the pioneers in legal advertising) and targeted messages indicating that they now offer multi-lingual support recognizing the growing immigrant populations in most markets. The message have spread across all media as well as on the internet as well, and we can expect this to grow and expand.
Medical Advertising. Another profession that never marketed themselves in the past but has grown significantly. As medial practices have merged and expanded into larger conglomerate named firms, their marketing has grown as well. Whether it’s dental clinics, urgent care centers, cancer centers, cardio centers, or vein treatments, the patient is being educated that there are many choices and expanded specialty expertise to choose from. Hospital and Health Care conglomerates have long been branding and marketing themselves (quite effectively) over the years, but the trend has now become more specialized and not unlike legal communications from senior practioners touting their expertise and services. The expansion of internet marketing in the medical field has been long overdue and the addition of patient portals has improved the quality and timeliness of communication that has been long overdue. The increase in zoom/tele-counseling appointments is a great benefit to physicians and patients alike. No longer is the need to wait weeks for a follow up with your doctor when he/she can have a face-to-face discussion with you to discuss your treatments and follow up to lab results as needed.
Prescription Advertising. Here’s a consumer product marketing specialty that has exploded over the past few years. Find a program that is targeted at a mature audience and it’s not unlikely that here will be four or five Rx medications being promoted in one program (more if you watch CBS Sunday Morning like I do each week). The formats tend to be very similar as ad agencies now specialize in this category more than ever. Lifestyle video with families and social events with subtle mentions of the symptoms or disease followed by enough side effect warnings that often overpower the benefits of taking the medicine. As the cost of health care continues to grow, especially prescriptions, one has to wonder how much the exorbitant costs of medication are due the increased marketing costs that are built into the prices.
Internet & Wireless Services. With the explosive growth of these service over the past several years and the mega-mergers of companies that have accompanied this growth, it’s no surprise that the marketing budgets and promotions have grown as well. What’s surprising is that creativity has not kept up with the amount of spending on all media that the internet and wireless services Frontier, Verizon, ATT, and Spectrum as well as all the others in this industry bombard us with message, but in my opinion their creativity is often silly and doesn’t respect the intelligence of most of their customers. A rational approach would seem to be a lot more productive but as the usage continues to skyrocket anyway, there seems to be no end to the mediocrity. I have noted a smart campaign by Spectrum Business where a “counselor” has across the table interview with various smaller business and has a no nonsense, very credible conversation of the advantages of the Spectrum Business plans for their business. Other than that, give me a break.
Fast Food/Quick Serve Restaurants. I’ve always been a big believer in food stylists creating entrees and sandwiches in their marketing that make your mouth water no matter what time of day the ads run. However, the trend now seems to be how grossly overstuffed can you make a burger, wrap, burrito, or breakfast that almost causes one heartburn just to look at it. At a time of diets and fitness, it seems like just making the food look fresh and tasty would be more effective. McDonalds seems to get by focusing on the beef patty or chicken breast without a lot of garbage piled (baked beans? Honey bacon? Spiced onion rings? Give me a break!)
Amazon. Kudos to this phenomenal company for being timely, customer driver and on target with great marketing in all media. Their website is easy, interactive and responsive to you needs. And their policies build trust and convenience like no other retail operation has ever done. I miss the great retail campaigns of the past—even some of the catalogues and inserts—but Amazon has helped me not even want to shop a store anymore (except for Costco, Ikea, or Home Depot).
Marketing will continue to change as our lifestyle transforms over the next few months. The need for a sound branding strategy and customer-driven marketing will only grow in importance.
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BIG GAME AND BIG BRANDING OPPORTUNITIES!
Well, it’s been an exciting year in my hometown Tampa Bay area, despite all the challenges and downers of 2020, Our sports teams have given us a lot to get excited about with a Stanley Cup by the Lightning in hockey, a World Series near miss by the Rays in baseball, and a Super Bowl victory by the Buccaneers in football a week ago. Of course, it’s also a time for marketers to try to take advantage of the huge media coverage to bring out their best creative and largest individual media spending each year.
Once again, the Big Game brought big commercials some of which were well spent on furthering the brand. Then there were others that caused a lot of us students of branding to say, “What were they thinking?” with messages that in my opinion miss the mark. I have said for years in this business that the best branding is done with consistent, year-long marketing strategies that build not just awareness but a relationship with the consumers.
Shooting your wad on one spot or a few spots at the holidays or on the Big Game in most cases is just that—a waste of money. Here are some spots that give us a good example of great creative and a sound brand strategy that is consistently built throughout the year. Click on the links at the end of the discussion to view the spots.
JEEP. An American brand with patriotic roots as a military utility vehicle as dis-unity pervades the US and many of our systems. The vehicles are worked into the message and complement the brand strategy that has been built over the years as America’s first SUV. It’s an inspiring message but the brand shines through as the vehicle representing middle America. I do feel that Bruce Springsteen as the main character was unnecessary and a distraction as I found myself trying to figure out if that really was the Boss in the middle of Kansas. However, the message was powerfully written and produced and was extremely timely even in the middle of the Big Game.
TOYOTA. On the other hand, we have an inspiring spot with the compelling real-life story of Jessica Long, an adopted, handicapped athlete who rewards her parents for their confidence and acceptance by becoming an Olympic swimmer. The spot confirms Toyota USA’s commitment to being an American manufacturer and employer with American commitment to excellence. The only problem for me was that the story was so compelling and so wonderfully produced that I missed the Toyota sponsorship and brand. It wasn’t until I was asked what I thought of it and it was identified as a Toyota spot that I realized who was making this wonderful statement.
M&M’s: I love M&M’s and I believe so do the majority of others out there. In fact, in one of my previous positions, I had a Waterford crystal jar of the treats that melt in your mouth not your hands on my office conference table. I always believe you couldn’t help smiling when you have a handful of these candies and my associates seemed to agree, even if I didn’t always agree with their proposals or reports. M&M’s has always had clever spots in the big events and this one drives home the message in a clever way that no one can stay upset with you if you offer them a bag of M&M’s as a token of asking for forgiveness and brings a smile with great creative and production.
Rocket Mortgage. I’ve always enjoyed Rocket’s creativity in establishing itself as a leading source for home financing. When it comes to mortgaging your house, there is always some intrepidation about whether you are getting the best financing without any strings attached. Tracy Morgan is effective as himself in demonstrating that being “pretty sure” doesn’t cut it in many situations, especially getting a mortgage. Rocket consistently has stand out creative in their ongoing messages and I thought their Super Bowl Squares online promotion got many viewers involved (including myself (6&4 didn’t cut it with a score of 31=9) and surely developed a data base for more personal messages in the future.
WALT DISNEY WORLD. As you can tell by my welcome video, the ongoing “I’m going to Disney World” campaign that has been running since 1987 featuring the MVP’s of all the Super Bowl right after the game is over exclaiming that the next best place to celebrate the victory (or any other special event) is at Disney World. Their message throughout the year always promises a special time in a special place and the place consistently exceeds its brand promise at the parks and resorts. Having the foresight to get both Brady and Gronk was a no brainer this year (especially for the Buc’s GM and coach.
Click here to view a spot that is easy to shoot but ingenious in getting it done in such a timely manner.: https://youtu.be/xHOgwub8apc
There are some others worth noting, but here are some that should have saved their money or re-visit their brand strategies.
Samuel Adams. I thought it was a Budweiser commercial but was disappointed with a spot which was a silly as the product name (Wicked Hazy IPA) https://youtu.be/ppJtM1CzoPY
Cadillac. Worth marketing their total electric car with self-driving feature. But Edward Scissorhands? Not very timely and once again GM fails to pay attention to the Lexus who captured the largest share of the luxury car market with logical, well-produced straight-forward messages year after year.: https://youtu.be/9CD8h1kANag
Jimmy John’s. The brand has made big inroads in gaining market share from Subway, but it wasn’t by have Brad Garrett as a not-so-believable gangster sub-maker. They should stick their honest, well produced sandwich spots that work not this dumb message. https://youtu.be/-cuVTq76PIk
Fiverr. Who? Another of those unknown brands trying make a name for itself in one spot. I’m not sure I would want their recommendation for free-lance creative as a result of this silly, disjointed spot. https://youtu.be/XelsNvpibpQ
Unfortunately, there are more in this category that I could share, but enough already. Here’s to celebrating the Buc’s victory and hoping that 2021 is a great year for your brand as well.
LISTEN TO MORE OF KEN’S COMMENTS ON HIS LIVE INTERVIEW WITH TOM SHAY ON HIS PODCAST “Small Business Conversations” on various streaming channels or at www.progitsplus.org.
We’ll 2020 is coming to a close and to say the least, it’s been a challenging and disappointing year for people all over the world. As I’ve said earlier, retailing will never be quite the same and unfortunately for many, Holiday advertising (which hasn’t been the same for a few years now) has been diminished like so many other things in our new normal world. The sheer amount of advertising has been drastically reduced not only by the economic effects of the COVID 19 but also by the growth of online buying and selling. That’s disappointing for those of us in the advertising/branding business as we all looked forward to seeing some innovative creativity from stores and products trying to capitalize on the holiday rush.
So, does that mean there are no more great ads or commercials in 2020? Does that mean that marketing to the heart as well as the wallet has all but disappeared? For many of those who have gone to streaming and DVR-ing holiday programming on television, they will miss some truly outstanding creative marketing with messages that go beyond trying to simply sell more product. I’ve searched online for some outstanding examples of advertising that is not just great creative but outstanding branding that resonates with consumers—especially in these trying times. Here are just of few that you might not have seen but will surely enjoy the warmth of the Christmas spirit that they capture. NOTE: SKIP THE AD that You Tube puts on before some of these videos
Coca Cola. Coke has a reputation for running spots that inspire us and enlighten without trying to get us to take a drink of one of their many beverage brands. This epic Christmas spot captures the spirit of what it takes to make a child’s wish (and her father’s) wish come true. It seems like Tom Hanks should have been cast for this one. Click on the link here: https://youtu.be/yg4Mq5EAEzw
McDonalds UK. Animated features have certainly been the growing trend in the movie business, especially at Christmas. In this spot, McDonalds captures the true spirit of the Inner Self in an appreciating the sharing of Christmas memories which of course include stopping by for a Big Mac with a young boy. The song has an important message more than ever this year.
Walmart. The world’s largest company has the reputation for the best prices and being in-stock for the holidays, but the company credits its growth and loyal customer base on the trust that it has built over the years. Their marketing has been the key to building that trust and these Christmas spots for Walmart here and in Canada capture that spirit better than ever.
Doc Morris (Netherlands). This Dutch online prescription service goes out of its way to strengthen the health benefits brand and how it applies to everyday life of a senior fellow who want to be in shape to make his Christmas wish come true. It’s a bit long but the emotion and spirit that it captures makes it worthwhile for everyone getting ready for Christmas.
Click on this link: https://youtu.be/0Ha1dtAFbAA
ALDI UK. Most grocery chains simply try to help build the spirit by showing how they can make the Christmas dinner celebration the most memorable ever. ALDI internationally has used a carrot before in driving their brand message through and bring a smile to our hearts and faces at the same time. Welcome back, Kevin the Carrot.
As election day draws closer, I am once again amazed at the amount of political advertising that has flooded the airways, the mailboxes, the press, social media, billboards and anything else you can imagine to get the candidates’ name out in front of the electorate. The more I see, the more convinced I am that the political campaign strategists never studied marketing or branding. The strategy seems to be spend as much as you can, copy whatever the competition is doing or what has been done for the past several elections, and (worst of all) attack you opponent as aggressively and as cold-heartedly as possible. The recent debates were a prime example of immature, derisive attacks (although the second presidential discussion (not really a debate by definition) was significantly more civil than debate NUMBER 1.
No question that there is some long running competition between major brands throughout our capitalistic marketplace. Branding requires finding an advantage for your product or service over you like competitor(s). However, a successful brand strategy is based on communicating your advantage to those customers who would be moved to purchase once they are convinced that your advantage resonates with their individual needs or desires. Can you imagine if Ford or Chevrolet used their multi-million-dollar marketing campaigns to yell and scream and many times misrepresent the facts (aka Lie) to discredit the other brand. Or, if Walmart and Amazon only spoke of the disadvantages of delivery or of brick and mortar shopping, When I was with P&G’s Folger’s Coffee brand, the message was always built around the aromatic and tasteful advantages of their highland grown beans. They did not say Maxwell House tasted like sludge or that Chock-full o’ nuts was not made out nuts and were lying about their brand. As a customer, I like the ability to choose what I buy and where I buy it. McDonald’s has always out performed Burger King when it comes to their store experience, but they have always stressed their quality of their people and the taste of their food rather that attack the management of BK which seems to change every year and leaves an inconsistent message in their branding.
Daniel Burrus, in his webcast “Strategic Deep Dive” recently highlighted the collaboration among major companies (not necessarily competitors, but still searching for more of the customer’s shopping dollars) in the attempt to deal with COVID 19. Ford, GE and 3M while marketing their own safety measures, collaborated to provide ventilators, respirators, and face shield to help health care workers and first responders in dealing with the pandemic. It was the right thing to do and it’s the kind of cooperation that would enable our government to provide safer and quicker solutions to a number of issues facing the population of the US. The improvement in automobile efficiency has long been a competitive advantage, but he cooperation of automakers to provide better, more fuel-efficient vehicles as well as the many safety features now standard in even the basic models. Gaining a competitive advantage drives product improvement and more creative marketing messages while not alienating the other brands or their loyal customers. When Volkswagen was caught providing false emissions and mileage results to meet government standards, the other auto companies didn’t start calling them out and question the management’s ethics (even though it would have been warranted}. Instead, the featured their own results and provided unbiased studies and reports that built the respect of their customers and the general public as well.
I have long been a proponent of having more than only two political parties whose main goal in their marketing is to find fault with anyone in the opposing party or who was appointed to a government service position by the competitive party elected officials. This is not a Red or Blue constituency. It’s not black or white. Not Christian or Jew. Native or immigrant. We need to have more choices and more factual reporting of the accomplishments of all the candidates. Many marketing experts have been quoted as saying that “Marketing isn’t just the single-most important business function. It’s the only thing.” It amazes me how many comments are made with the utmost certainty by one candidate versus the other. Immediately, the other candidate refutes the comment saying emphatically “That’s not true.” In this situation, one or the other is not telling the truth and it’s amazing how many findings by independent fact-checkers confirm the false statements by one candidate or the other and for all offices. It’s time we told the truth all the time and built our messages on one’s qualifications rather that the other’s perceived shortcomings. I hope it happens soon. Be sure to vote on November 3rd.
Daniel Burrus, in his webcast “Strategic Deep Dive” recently highlighted the collaboration among major companies (not necessarily competitors, but still searching for more of the customer’s shopping dollars) in the attempt to deal with COVID 19. Ford, GE and 3M while marketing their own safety measures, collaborated to provide ventilators, respirators, and face shield to help health care workers and first responders in dealing with the pandemic. It was the right thing to do and it’s the kind of cooperation that would enable our government to provide safer and quicker solutions to a number of issues facing the population of the US. The improvement in automobile efficiency has long been a competitive advantage, but he cooperation of automakers to provide better, more fuel-efficient vehicles as well as the many safety features now standard in even the basic models. Gaining a competitive advantage drives product improvement and more creative marketing messages while not alienating the other brands or their loyal customers. When Volkswagen was caught providing false emissions and mileage results to meet government standards, the other auto companies didn’t start calling them out and question the management’s ethics (even though it would have been warranted}. Instead, the featured their own results and provided unbiased studies and reports that built the respect of their customers and the general public as well.
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