KEN BANKS’ BLOG APRIL  2021

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A LOOK AT THE STATE OF BRANDING AND MARKETING

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.

KEN BANKS’ BLOG FEBRUARY 2021

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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.

 Click here to view and be inspired:   https://www.youtube.com/watch?v=-gPOPLrUfyw

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.

Click here to view:   https://youtu.be/fqWG5_7nwyk

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.

Click here to view and grab a handful if you can.  https://youtu.be/lKUcHcizEMc

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.

Click here and I’m pretty sure you’ll get the message.,  https://youtu.be/EMgA-y2nRWE

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.

KEN BANKS’ BLOG DECEMBER 2020

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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

1.  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
2. 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. 

Click on the link here: https://youtu.be/QJntbYytPz8

• 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.

Walmart Canada What they need. https://youtu.be/SL3ChNEzAhs

Walmart US. All I need.  https://youtu.be/xi-V4JTnU3o

• 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.   

Aldi UK Christmas carrot https://youtu.be/AL56Z5StIUY                      

Wishing you a safe and peaceful Christmas 2020.

KEN BANKS’ BLOG OCTOBER 2020

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BRANDING AND POLITICS!

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 3^rd.

KEN BANKS’ BLOG JULY/AUGUST 2020

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REASONS TO BE OPTIMISTIC!

As we enter the sixth month of dealing with the COVID19 pandemic as well as civil and political unrest around the country, I thought it would be good to reflect on what we are learning and share a couple of reports that gave me cause for optimism during these trying times.

First, some things that I think we’ve learned from the pandemic as it has affected our branding and marketing efforts:

1. Retail will never be the same.  Of course, we continue to read on a weekly basis about store closings and bankruptcies and that’s no surprise.  Marketing experts and academics have been saying for years that “mediocre retailers with real unique reason for being struggle to survive.’  As we have read the reports of national chains with high brand awareness (not pertinence), I doubt that many of us consumers have been surprised or really disappointed that these store fronts have been shuttered for good.  We won’t miss them.  As we drive by the local shopping and strip centers and notice the vacant windows and whited-out signs of hundreds of local small business entrepreneurs who simply couldn’t survive the quarantines and social distancing mandates for more than a few weeks.  More will surely follow as they never built a relationship with their not-so-loyal customers.
2. Online and internet shopping will continue to grow.  Amazon and all the other online marketers had a significant effect on shopping prior to the pandemic.  The inability or desire to shop in person has given many previously hesitant shoppers to the internet to give it a try and most have found it a beneficial alternative.  Convenience in shopping has been one of the key brand attributes for many years.  Now, consumers have discovered that not only is online shopping convenient but it’s easier, trustworthy, well-communicated, and cost effective. Our experience with Walmart pick-up and ordering online has been remarkable and many other stores that we have preferred to shop personally have quickly and effectively demonstrated that customer service doesn’t have to be in person to be satisfying and loyalty building.
3. Advertising is changing.  Our local newspaper has reduced its print distribution to two days a week with online issues every day.  I’ve always been a habitual print newspaper reader, but I find that having online capability works and is convenient.  The print advertisers who used sale circulars as their main promotional medium have been forced or have chosen to abandon that vehicle in favor of broadcast, online and other social media to reach their customers and have found that sale ads were more of a habit than a promotional sales stimulant.  Those who have had effective branding messages continue to do business despite the pandemic and continue to market themselves with messages that really reach the heart and mind of today’s beleaguered consumer.
4. Pay it forward.  In view of the discord we are experiencing in our cities, we should not lose hope and we should find ways to reach out and offer programs of love and understanding to our communities.  Here is a feature from CBS Sunday Morning a couple weeks ago about the We Care program in Shreveport, LA, that demonstrates that communities that reach out beyond racial and economic barriers can improve the quality of life and avoid the civil unrest that plagues our country.  Pioneered by a local pastor, Mack McCarter, the We Care program has grown neighborhood-by-neighborhood to the point that it has spread this feeling of love and understanding across economic and racial borders and had made a difference.  I urge you to watch this to see how much more effective this can be versus the rioting, government forces, and political shouting that have brought distress to our country.  Click on the link below to watch. 
5. WE CARE VIDEO:  https://youtu.be/QQ6CK6kJIV0  
6. Broaden our perspective.  Our country has been dominated by int. ense competition.  This has been true in the marketplace and it’s time to cooperate to help solve the issues facing us.  It appears that the large tech companies are recognizing this now, but political leaders are attacking successful businesses from all sides.  This is a result, I believe, because of our antiquated two-party system that fosters one party or the other, black or white, north or south, male or female, straight or gay, and so on.  Again, on CBS Sunday Morning there was an interesting interview with Comedy central’s Daily Show host, Trevor Noah.  The comedian has succeeded well beyond his black, South African roots to continue the success of this program.  In the interview, with CBS’ Jim Axelrod, Noah’s comments about America being a Two-Sided society that fails to understand the nuances between different points of view and social upbringing is really on target for understanding the turmoil in our country.  This is particularly true of our political and governmental wrangling that, I believe, is having a lasting, detrimental effect on our society and our position in the world community.  I hope you’ll watch the attached interview in its entirety as it provides an interesting perspective.

TREVOR NOAH VIDEO.  https://youtu.be/aJifPiLIwv8

Thanks for viewing this month.  I wish you well and hope that you are safe and unaffected by the challenges facing us today.

KEN BANKS’ BLOG APRIL 2020

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BRANDING DURING A PANDEMIC!

I hope this finds you and your family well and safe during this unprecedented time in our lives.  I know that we all are finding it hard to believe all that has happened over the past several weeks now that “pandemic” ,“Social Distancing”, “Stay-at-home” and Coronavirus have become part of our everyday vocabulary. I know that we have found the new normal has afforded us time to catch up on many tasks that we have been procrastinating about for a while.  We’ve also become more dependent on the internet and social media to maintain our communications with family and friends as well as to keep experiencing normally personal interactions like school, church, holiday celebrations, and even some cocktail parties where everyone toasts to a screen instead of clinking glasses. 

Probably, most have you haven’t given a thought to branding during this time, unless you are still working in the marketing industry. 

I was talking today with a good friend Tom Shay (retail consultant, author, speaker and founder of Profits Plus Solutions.  We were talking about retail marketing as we do quite regularly and about the importance of marketing even in times like we are facing today.  Tom said that he thinks there are basically three types of retail marketing during this period:

1. Stores that have batten-down their marketing.  Basically stopping all marketing efforts given the restrictions and concerns of the public. This is an understandable tactic to cut the expenses when the revenues dramatically are reduced. Unfortunately, not all their competitors have done the same so the share of mind so it likely will be hard to bounce right back after the crisis subsides
2. Stores that keep it the same and promote as they always have.  There are many whose message are still item/price and trying to drive sales as they always have.  Unfortunately, in an environment of required stay at home behavior, a discount has little or no bearing on motivating someone to risk contamination or illness.
3. Stores that have reacted quickly to the situation and have taken a revolutionary approach by offering take-out and delivery that previously didn’t exist or was a convenience rather than the standard.  Of course, Amazon is doing a gangbuster business as a result of this, but other companies have stepped up their operations to make it easier to continue to do business with them.  We just tried our first online order and store pick-up at WalMart.  We’ve known that they had provided this service for quite a while, but WalMart has upgraded the whole process to make ordering easier, to provide notice when the order is being filled and if there are any out of stock items or substitutions available, text confirmation when the order is ready for pick up, special signing to direct the customer to newly created parking areas with a sign and phone number to call upon arrival, and a friendly staff person who is there within seconds to load the order (no tips allowed) in your car.  Other stores have done similar operational changes and have marketed them to their customers to reassure them that they are in business and are sensitive to the restrictions of the pandemic.

Other industries are reacting as well.  Newspapers are reducing their print distribution and expanding their online presence to maintain communications  while their advertising has dramatically been reduced.  Financial institutions are increasing their marketing of their online banking service including mobile deposits via your cell phone camera as well as promoting their drive-through and ATM services.  Auto dealers are marketing financing deals to suspend any payments until the pandemic is resolved.  And there are many more.  The key is that now is a time to continue to build the brand relationships with your customers and community.

This brings me to the outstanding effort done by my former agency and employer, Doner Advertising in Detroit.  The agency has a long history of offering their creative expertise to messages that are targeted toward building the pride and spirit of the Motor City’s citizens. They have done this in the past for the local zoo, key health care providers, and community organizations with not only media support but award-winning commercials that reach the heart and the minds of the community.  The reaction to the coronavirus pandemic is no exception. As you are probably aware, Detroit has been hit exceptionally hard by the virus and as a result so has the economy.  Doner decided to keep the spirit of the city up by creating and producing a commercial titled “When the Motor Stops”.  Click on this link to view it for yourself:

The copy is heartfelt and motivating, the production (which was shot in one day) is dramatic and captures the mood hitting all of us, and the message is one that we can all use at this critical time.  Is it branding?  Absolutely.  For a city that needs positives more than ever.  And for an agency, that continues to value its Detroit roots and creativity that has helped maintain the creative advertising and marketing reputation of the Motor City. 

I hope you all are staying well and safe. I can’t wait to get back to normal!

KEN BANKS’ BLOG MARCH 2020

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BACK TO BRANDING

SUPER BRANDING FOR THE SUPER BOWL!

It’s good to be back blogging again this month.  After a couple months of fighting the after effects  of 3 months of radiation therapy for prostate cancer, I pleased to be feeling great and to report that the first post-radiation PSA blood test showed the treatment is working!! Of course, now we have to worry about coronavirus/Covid 19, but branding must go on more than ever as our shopping patterns are drastically changed. 

During my time away from the blog, another Super Bowl has come and gone and this year’s game proved to be quite an exciting one.  Of course, the game each year seems to become more incidental as the media flocks to talk about the commercials (Are they worth $5 Million for :30 seconds?), the halftime show (once again a waste of time no matter how much you like J-Lo), the live radio coverage by every sports talk station in the country from radio row), a  4-hour pre-game show on Fox that was about 3 ½ hours too long, too many hamburger and hot dog bun specials in every food chain’s ads for a month before the game.  However, I have made a tradition to review the best of the super spots in this blog for the past several years, but this year  I will  only highlight a couple that I think helped strengthen two already successful brands and, I believe,  have been worth the gigantic investment in media time this year.

I have always maintained that a successful brand strategy takes time and consistency to develop, and that those hot shot products or services that take all their media budget to make themselves feel good by having a spot in the big game are wasting their money.  A great brand is the result of building a relationship with your target customer and that “wiz-bam, thank you, ma’am!” spots on one expensive show are just that.  Like a personal relationship, branding requires time and consistent, meaningful communication and interaction to be truly successful.

Here are a couple of brands that have taken the time and strategic effort to build a brand that resonates with their customers.  They also stood out with great creativity on this year’s big game extravaganza.

GOOGLE.  It’s not just a brand.  It’s an action verb and now part of our everyday language.  In the process, the company has produced revenues in 2019 of over $161 Billion and has become the go-go place for information on just about anything you want or need to know about.  The company continues to grow with the addition of YouTube, now over $15 Billion in ad revenue and growing as its own online television network.  It also is expanding Cloud which generates over $10 Billion in revenue.  It just seems like yesterday, that I attended a conference in Phoenix where a futurist talked about this new company with a funny name, Google, as the first big name in search engines.  Now it will generate over $100 Billion in search revenue. And there’s no stopping this growth as we depend on all of it’s units in our everyday work and personal lives.  We’ve heard about how great it is to work at Google, with breakthrough policies and program that keeps its 10000+ employees loyal and motivated every day.  With all that significant growth and the cutting-edge technology that keeps it moving forward, one would think that Google doesn’t need to do much branding.  However, the company keeps its branding message on the personal reasons why Google plays an important part in the lives of people all over the world.  The spot in the Super Bowl is a great example of how Google with all its services and technology helps keep the memories of a lifetime alive for just one person who cherishes his life with his wife, Harriet.   This spot hits the sweet spot for those of us who are now threatened by the virus rampaging around the world, but it also says something about company that remembers that it helping customers make life a little easier to manage especially in tough times.  Here’s the spot that ran on the big game which surely made a difference in all of us who cherish the past memories.

 Click on this link to view: https://www.youtube.com/watch?v=6xSxXiHwMrg

JEEP.  The original SUV  stays true to its roots as it fights to maintain its share of the hottest market category in the auto industry.  In my recent, trip to Walt Disney World, I couldn’t help notice as I took a photo shot of our parking lot row ID (memory aid) that looking down an entire row of some 50-75 vehicles that there was not one conventional sedan in the endless row of SUV’s and pickups. Jeep has always stayed close to its military roots and love of the wild (and not so wild) outdoors by keeping its design and features consistent even as it has added more models, sizes and features.  With Cherokees, Laredos, Wranglers and more, Fiat Chrysler maintained that consistency in the brand with its new Jeep Gladiator, a four-door pickup ATV-like model.  The vehicle is pretty interesting and the company further solidified its place in our memories with a creative spot featuring Bill Murray as he reprises his role in Ground Hog Day to demonstrate all the fun one can have conquering the winter outdoors in this new type of Jeep.

Click on this link to view this 90 second masterpiece:  https://www.youtube.com/watch?v=5QgBRvMmWk4

These are terrific spots with break-through-the-clutter creativity that isn’t limited to just being on the Super Bowl.  The spots ring true all year and every time I see them, I get the message and my relationship to these brands is enhanced.  There’s no promotion. No sale event.  No limited time only.  Just a reach-out and grab-you-by- the heart creative message. Branding like this is truly Super.

I’ll add another comment here to wish you and your families good health and peace as we face the challenges of this virus that now threatens our lives and society.  I’m praying for a quick resolution and for the expertise and leadership to help us find a solution.  I hope you will join me in this as well.

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HOLIDAY BRANDING AT ITS BEST!

It’s the most wonderful time of the year…..to look at television advertising.  Why?  Well, first there’s more of it.  Every year marketers, especially retailers, pump more of their ad budgets into holiday campaigns in order to capitalize on the largest selling season of the year. Second, most of these advertisers put more emphasis on creativity that targets the Black Fridays”, Saturdays or Black Weeks for that matter. Once upon a time, it was the time for slick, flashy, thick catalogues filled with everything one might imagine to give a loved one for Christmas.  The mailboxes and Sunday newspapers were bulging with more advertising than our growing population could comprehend and in the process has become immune to, or at the very least bored with.  With growth of online buying (they stopped shopping long ago), consumers  still want to give gifts and  yearn for the memories of (as another line of the Christmas Carol titled in the first words of this article) ”Christmas’s long, long ago.”  I have written here repeatedly that branding during the holidays should continue the messages and rationale of the branding a company does all year long if it wants their Christmas messaging to be more effective.  And many continue to do that…and many have stopped advertising at all.

However, there are still some advertisers who not only run great spots that communicate their brand strategy, but they also capture the spirit of Christmas.  Here are a few that I think you’ll enjoy and share.  Merry Christmas!

Hobby Lobby is a chain of over 850 arts and crafts stores that consistently markets itself as a store that supports important causes.  The company has a philosophy that it states as a Christian ethics and it has a reputation of treating its customers and its employees as special.  This Christmas it created a commercial that is consistent with its creative strategy and the importance of family relationship. Enjoy this spot about a mother and son discovering their love at the holidays.  Click this link to view:  https://youtu.be/AwYSfdvtMmo?t=11

Macy’s continues to fight the challenges of maintaining the specialness that department stores once owned at Christmas.  By keeping its Thanksgiving Parade, its special holiday windows on Herald Square, it ongoing Believe holiday ad campaign (Yes, Virginia there is a Santa Clause), Macy’s created a special holiday message this year that captures the spirit of Christmas  in the story of a girl who wants to be Santa and brings Christmas to life (Yes, you know her name!).

Click this link to view:  https://youtu.be/-TZGtPNJkbg

Aldi doesn’t run much TV in marketing its very successful grocery chain that I featured in an issue of this blog  a couple months ago. When they do they make it as special as a singing carrot and his friends at Christmas:  Click on this link to view:  https://youtu.be/LW_SRd2hIFw

Argos in the UK is a successful part of Sainsbury which has always done  great Christmas commercials.  This year their catalogue is a Book of Dreams and a father brings his daughter’s dream to life in this swinging spot:  Click on this link to view:  https://youtu.be/7GjeHzrn8jg

Amazon has changed the retail world in a relatively short period.  The Amazon packages that seem to arrive every day on our porches are testament to their success and how they have also changed Christmas shopping and gift giving.  Behind it all is a real spirit of  how everybody needs somebody especially with a smile like Amazon’s logo at the holidays.  Click on this link to view:  https://youtu.be/s2K0flh9uMc

Pedigreee recognizes that pets are an important part of the family, especially at Christmas time.  I wish I had done this spot when I was heading the marketing department at PetSmart several years ago.  The idea of an adopted pet fits perfectly into their good nutrition brand and makes an important holiday idea e alive through a dog’s eyes.

Click on this link to view: https://youtu.be/Zx3wfql2yd0

WestJet always does something special at Christmas that makes Canadiens realize that it’s not only a great airline, but also a great citizen:

Click on this link to view this special story:   https://youtu.be/zIEIvi2MuEk

I hope you and your family share the peace and wonder of Christmas again this year.

Ken

KEN BANKS’ BLOG OCTOBER 2019

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It’s that time of year when there finally seems like there is a break in the weather with lower temperatures and (thankfully) humidity.  I always enjoyed autumn when we lived in Michigan and Germany, but there’s one thing  that I’ve always been turned off by during this season.  And that’s Halloween.  Not that I didn’t enjoy trick-or-treating when I was young (and the chocolate high afterward) nor watching my kids and grandkids put on their costumes to prowl the neighborhood.  Now that the barrage of Halloween Advertsing and events has started, once again I wish that we could change the brand that Halloween has become.

Sure it’s a $21 Billion sales bonanza for retailers and boom time for theme parks, movie theaters , and other venues—not to mention greeting cards and decoration companies.  I simply think it’s time to go back to the roots of this holiday and rebrand it as a more positive celebration. After all it all started with a celebration back in the 7th century of All Saints Day on November 1st,  followed by remembrance of the dead (All Souls Day) on the following day.  Hallowed Evening was the night before as a pre-celebration of the next two days. Over the years, the celebration not only included our departed saints and loved ones but also angel, devils, and various other goblins.  This has grown to a celebration of ghosts and goblins, zombies, various ominous creatures like spiders and bats, and acts of gore and cruelty meant only to scare the dickens out of everyone from kindergarteners to grown ups.  I suggest we can still celebrate without “Hallow-screams” Haunted houses, and torture chambers to mention only a few deathly themes. 

I say let’s rebrand the holiday into hallowed evening where we celebrate our ancestors who have helped make our lives better and the world a better place to live.  Yes, we can still put on costumes to depict our past relationships (even if they were with clowns, princesses, and friendly dinosaurs) but let make it a positive event where we celebrate with those treats and parties and share the happiness of the event, instead of a frightening occasion. 

Companies are rebranding their products all the time.  GM has successfully rebranding Cadillac and Buick. Kohl’s rebranded its food stores into successful department stores with EDLP. McDonald’s rebranded itself from a burger joint to an every meal restaurant.

Gallo rebranded it’s cheap wines to a selection of fine affordable brands. Southwest taught us that low price flights also could set the standard for service and promptness.  Rebranding doesn’t have to be something that marketers do because their sales and market share are slumping. Successful Branding is aimed at building a positive relationship with your customers. While our movie theaters and video streams are filled with violence and horror, there’s no reason to promote that in retail and in community events.  Let’s find a way to keep the fun (princess and fireman costumes are cuter than zombies, (any day!) and create a new brand that remembers the good times and the people who made it happen for us.   So, let’s get rid of the aspects of Halloween that frighten, scare and depress and rebrand it as the positive holiday that it was meant to be.

BREAKING THE MOLD FOR FOOD STORE BRANDING

KEN BANKS’ BLOG AUGUST 2019 

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BREAKING THE MOLD FOR FOOD STORE BRANDING

Supermarket marketing is not usually a good topic in a discussion of retail branding.

Yes, there are some chains, like Publix, Wegman’s, H.E.B., HyVee, and Trader Joes, who have built loyalty though the years with providing an outstanding shopping experience with quality operations and marketing.  WalMart has taken the top spot as a national chain by having the best price perception of any grocery stores built on their discount store success.  Most of the rest of the chains continue to try to build sales with a low-price strategy supported by heavy promotion.  Their formal is predictable and redundant with weekly print ads and price promotions. While price is always a factor in the grocery business, the failure of many discount food chains in the past few years verifies that it takes more than a good price on ground chuck to maintain a loyal customer who shops weekly and in many cases more often .  Then, there is Aldi.

I first visited Aldi when they had just arrived in the US by breaking into the Chicago metro area several years ago.  I was in my last few weeks at Eckerd when our President, Frank Newman,  organized a trip for his key executives to the Windy City to do some store visits.  We were surprised when we didn’t go to Osco or Walgreen’s, but rather went to this new chain of discount grocery stores from Germany.  Some things stood out right away,  low prices, neat but spartan stores, mostly private label brands, and crowds of customers.

Well, it not only caught on in Chicago, but Aldi has become quite a phenomenon throughout the U.S. today with more than 1800 stores in 35 states making it the fastest growing chain.  The company has done this by creating a cult following that has learned that the lower prices on key items like milk and eggs, is not just pennies lower but as much as 30-40% versus traditional chain across the street.  The brand is accentuated by operational differences like no free shopping bags, no baggers at the register, charging a quarter (refundable0 for using a shopping cart.  Their dominance of private brands is made up of not just cheaper items but using their European heritage to bring baked goods, meats, cheeses from overseas that are reminiscent of Whole Foods or Trader Joe’s.  Like our household, most shoppers don’t switch over exclusively.  We love our local Publix and it’s selection and service more than ever.  However, there are some trips for which Aldi just makes more sense.  The profile of the Aldi customers and their local market areas show that their customer base are not just price shoppers either.

We can’t ignore the warehouse clubs in this discussion.  Costco and Sam’s have created quite a niche in the food store business by making the experience exciting in a warehouse atmosphere and by providing quality foods that are exceptional.    It’s the rest of the chains that seem to have trouble looking around at what happening and they continue to do more of the same.  Repeating the same deals, the same messages, and offering the same experience.  The result is that chains like Winn Dixie and BiLo have filed for bankruptcy.  SavALot, which looks a lot like Aldi’s model, is deeply in debt and probably won’t survive.  Walmart has taken notice and is focusing more of their competitive efforts in the grocery end of the business on an upstart like Aldi.  They’ve proven that it’s low prices, but it’s not JUST low prices.  You have to live up to the brand in everything you do, everyday.  

Aldi is aggressive, but they also have a sense of humor.  Take a look at their price comparison TV campaign here.  https://youtu.be/tR9arN2J8lk