KEN BANKS’BLOG JULY 2022
PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO
BRANDS THAT ENDURE!
Traveling around our country, it’s interesting to see the local monuments that have become symbols for their cities and their citizens. It always amazes me how no matter how much construction, renovation, or urbanization has taken place, that these works of art continue to sparkle in a changing environment. My recent visit to the Marshall Fredricks Sculpture Museum in Saginaw, Michigan, I was particularly moved by the number of his sculptures that have been used by metropolis’ around the country as well as major office and shopping centers. Just as these symbols have endured decades of change, there are many successful brands that continue to resonate with their customers, old and new, despite the intense competition and changes in consumer trends. Here are just a few of the enduring brands.
McDONALDS. The pioneer of fastfood stores. McDonalds continues to be the leading brand by constantly improving its operations with technology and efficiency. They stick with the menu offerings that are customer favorites, like their fries, Big Mac’s and Quarter Pounders while constantly testing new items and tweeking some of the older ones. Their marketing sticks to the basics that got them where they are, while updating the messages to appeal to new generations and creative that is updated and well-targeted. Their stores continue to be updated and geared for the increases in drive-thru business as well as online ordering.
LEXUS. The car that revolutionized the automobile luxury category. Continues to outsell its like competition with updated models, technology, and marketing that still appeals to the common sense as well as the great feeling that a Lexus owner gets every time they start up the car. Their dealerships also continue with upgrades that making car service calls hassle free in a comfortable environment and the personalized service in sales as well as service/parts still is one of the best. The new styling continues to be upgraded while maintaining some of the classic lines that have made it the most popular brand in its class.
COSTCO. The warehouse store that makes shopping an adventure every time you go. There’s always something new and the displays promote spontaneous purchases. The highlight is the food department where the food always looks fresh and the offerings are well geared to today’s consumer who like the convenience of ready to cook meals. Add to this, a staff of well-motivated employees who always seem ready to help with a friendly smile and with only CRM mailings for marketing media, the chain continues to grow. And, don’t forget those roasted chickens that are the best reason to shop there!
WALGREENS. For years, I fought the competitive battle with Walgreen’s while I was at Eckerd. I always thought their marketing never lived up to their operations, however. Their technology is second to none when it comes to the drug store business. They’ve dropped the weekly ads and stick with in-store monthly specials and online marketing. The best part of the brand is the ongoing improvement in their customer communications with a system that keeps the pharmacy customer up to date on their prescriptions and concepts to make staying healthy easier. Their system of reminders and auto refills is excellent. And their marketing is always consistent to a customer who is in the store once or twice a week on average. They continue to tailor their offerings by store to the demographics and geographic locations of their stores as well as anyone in retailing.
MORGAN & MORGAN. For those of us who have said “ Enough already” to the plethora of attorney commercials that have taken over the airwaves, I have to give credit to the Florida-based law firm that was the pioneer in mass marketing for their service. John Morgan is as familiar as Colonel Sanders, Ronald MacDonald, and even Samuel L. Jackson (What’s in your Wallet?). The company has taken a family run personal injury law firm and made it the largest of its kind in the country with localized service in their many offices, a consistent marketing message that features Morgan and his sons, but always make a credible impression that they will be on your side with a large staff of professionals. The firm boasts of more than 800 attorneys, offices in almost every state and major city in the country, and over $13 Billion in awarded claims. Yet, they still come off as a personal attorney who is concerned with their clients and will use their personal injury expertise to help their clients defend themselves with the insurance and high-powered corporate attorneys out there. They have used mass media to build high awareness while getting their message across. At the same time, developing technology to make it easy to contact them with their #LAW text platform as well as their “For the people.com” website.
These are just a few examples that demonstrate the strength of maintaining a sound brand strategy and then constantly improving not just the message, but reason for being of the brand.
Ken
Recent Comments