AMAZING BRANDING…AMAZING SERVICE!
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AMAZING BRAND…AMAZING SERVICE!
I was speaking recently with a long-time advertising colleague and friend and we were talking about the state of retail marketing. He indicated that he thought that all of the hype about Amazon was exaggerated and that brick & mortar retail was still the foundation of consumer selling. I agreed that “no, retail stores were not going to completely disappear anytime soon”, but I felt that the retail landscape had been changed forever. And, I pointed out that Amazon was probably the biggest factor in this retail revolution. Granted, the internet in total was the reason that shopping patterns had dramatically changed, but Amazon has been the leader in the changes in the way people shop more than any other single marketer in the world.
Watching the vans and trucks and golf carts going up and down our neighborhood streets over the holidays delivering package after 
package with those smile symbols on the side should be evidence enough that Americans are shopping more from their laptops and phones than we ever imagined just a few short years ago. And the pattern crosses all demographic and economic profiles with male and females, young and old, rich and poor, etc., etc. and there is no turning back. The disappearance of shopping malls personifies the changing shopping habits, but the delivery boxes demonstrate how we have become a nation of purchasers instead of a land of shoppers more than ever. I have to admit that we receive on average 2-3 Amazon deliveries a week and we don’t consider ourselves online junkies at all. The reason this is so common is simple. Amazon has created a brand that means convenience, time-saving, and savings for just about anything that you want to buy.
I’ve purchased everything from pool pumps to green tea, from auto wheel covers to protein shakes, and more and more. The reasons are simple. 1. It’s easy. I can buy just about anything we need with one click with Prime. 2. Not sure what you need? Search in general topics and you’ll find what you need quickly. 3. Not sure what to pay? You can compare prices at conventional retailers, online, catalogues, you name it…and the savings are usually significant enough that it’s a no brainer.
Amazon has made it simple and they continue to use the technology and logistics to make it fast and trustworthy. Making a return is as easy as purchasing. Getting a credit is fast and hassle free. As an author, Amazon made it easy to self-publish with Create Space. Then it was easy to reach readers with Kindle online access. Amazon’s Web Services (AWS) is the largest provider of Cloud service in the world and that technological advantage is passed on to its consumer services every day. Amazon is a huge factor in video streaming and service and had moved into production in a big way. Have any more questions? Just get Alexa and ask away. The voice 
recognition service has Siri running and fostering a number of other in-home voice service like Google and Home Pad growing at a hectic pace. The other big news recently was the launch of Amazon Go, a check-out free food store that is a game changer in the grocery industry using technology being developed for other high-tech innovations. Over 15 years ago, I attended the National Retail Federation’s annual convention in New
AMAZON GO PROTOTYPE STORE IN SEATTLE
York where there was a Store of the Future exposition demonstrating the RFID technology developed by Magna in Germany which not only promised the check-out free capability and automatic replenishment systems of the future. This really hasn’t developed in the US or mass markets around the world as expected. However, the Amazon Go prototype in Seattle is definitely the sign of things to come in retail. There are many other innovations that Amazon has announced in the past year, but it would take 2-3 more pages here to just briefly describe what’s in store. Suffice it to say that the Amazon brand is growing by leaps and bounds and the customers are loyal and really satisfied.
CLICK HERE TO VIEW THE AMAZON GO VIDEO INTRO.
Is it working? Well, consider that Amazon’s 2017 net sales were nearly $180 Billion, a 31% increase over the previous year. Operating income, even after the investment in new technology and systems was still over $4 Billion in 2017. Innovation is the key. The company launched 1430 new services last year, while continuing to develop community service programs like its “Delivering Smiles” where it donates thousands of items to families to help fight homelessness. It’s an appropriate name for a brand that is now part of the fabric of our life as every time another package is picked up by the doorstep another smile takes place!
A TRIBUTE TO A GREAT AD MAN AND FRIEND
Last week, the Tampa Bay area lost one of its truly great advertising executives, and I lost a good friend. Cedar Hames was one of the first advertising people I met when I moved to St. Petersburg some 43 years ago. We instantly hit it off because we shared a passion for advertising excellence, marketing strategy and branding. We also shared a craziness that made doing business fun. During this time Cedar grew from media sales to the advertising agency business, where he started a couple of firms, including Paradise Advertising, which he grew to being one of the largest in the Tampa Bay area and Florida. He recently sold his agency to enjoy the paradise of Florida where he was a native. I’m sure he will be enjoying a higher paradise than he planned, and we will truly miss him.
John Lewis consistently sets high standards for Christmas creativity that reflects their unique partnership strategy for their stores and online business. This year they feature Mox the Monster in a fairy-tale-come-true spot that hits home. The Beatles’ classic tune sets the pace and completes the engaging message.
ALDI has been a leader in food retailing in Germany for over 40 years and it’s making aggressive inroads in building market share in the US. The chain has grown to over 1700 stores in 35 states serving over 40 million customers each month in their simple, streamlined stores and product assortments. Their advertising here reflects that organization but when it comes to branding, the company hasn’t exported its creativity as seen in this spot featuring carrots. Not your most typical Christmas product (unless you’re Frosty) but the veggie makes sense in these UK spots. Take a look by clicking on this link 
M&S (Marks & Spencer) was founded in 1884 as a single-stall retailer that has grown internationally as a multi-channel retailer with 914 stores serving 32 million customers in the UK. It does it successfully by providing a unique British shopping experience and by tying in with a favorite in Britain—Paddington bear. Take a look by clicking on this link 
McDonalds may not be the first place you think of when it comes to carrots (yes, carrots again for Christmas…maybe a new trend in the UK) but the company has always set the standard for great campaigns here in the states but this year the US has seen nothing but breakfasts and burgers while overseas the company remembers that McDonald’s is the #1 convenient fast food store.
NFL Shops may not be the first place you think of at this time of the year, but their merchandise becomes more relevant as the playoffs near. Usually, the branding is tied only into the weekly televised games but this year they have a special holiday message that scores a touchdown in my branding offense.
Coke is a part of many Christmas celebrations and gatherings and its awareness continues to grow each year. This year in Europe Coca Cola gives a whole new meaning to sharing the Christmas spirit not only with your neighbors but good old St. Nick as well.
I hope you took the time to click on and watch these commercials. Not only is it a great example of holiday branding, but they surely will bring the Christmas spirit to you as well.
Michigan State fan (Wayne State was no football power). I became a Detroit Lions fan early on and can remember listening avidly to their last NFL Championship team in 1957. Later on, I was a charter season ticket holder for the Tampa Bay Buccaneers and went to every game for 13 seasons until I got tired of losing. Now…not so much. Like many others around the country I’m not addicted to NFL football or college football anymore.
with an award winning spot on the importance of family at this time of year. Take a look: 
brought even more elaborate and intricate models. I am fascinated by the LEGO stores that I’ve visited here and abroad, and recently enjoyed visiting LEGOLAND near Orlando. I particularly was amazed at the creation of major US and Florida cities at the park which were completely made out of millions of LEGO bricks. So, it shouldn’t be a surprise that when a LEGO sculpture exhibit (The Art of the Brick) came to Tampa, we had to see what sculptor Nathan Sawaya could do to add magic to these simple bricks that have been the same since 1932.
themselves. His description of the exhibit describes his motivation very well: “This exhibition engages the child in all of us while at the same time highlighting sophisticated and complex concepts. Chances are you probably don’t have a slab of marble or a ceramic kiln at home. But I bet you have some LEGO bricks. You can say that again, Nathan. We find one or two quite frequently around our house and enjoy putting them together as much as the kids. I’ve also been fascinated by the LEGO brand for years and how it manages to endure and thrive from one generation to another. It has also grown to a $2.1 Billion brand that is now the world’s largest toymaker by revenue.
Founded in Denmark, the word is derived from the Danish words “lego godt” which means play well. I also can come from the Latin “lego” meaning “I put together” and marketers can certainly recognize that this brand plays well in the competitive retail market place and that they have put together a brand strategy that endures and continues to grow surpassing brands like Mattel as an all year/all ages brand.
Asian expansion will soon follow. To reach even more potential customers (and creative sculptors) the company has five LEGOLAND amusement parks in its home city of Billund, Denmark, Carlsbad, CA, Winter Haven, FL, Windsor, England, and Gunzburg, Germany, which are operated by Merlin Entertainment. We found the park to be fascinating and enjoyed staying at the LEGOLAND Resort Hotel which brings the brand alive not only in the rooms but throughout the property.
Budweiser—while being challenged by the craft brew craze, Bud keeps communicating in a way that pulls at the heartstrings or the funny bones while still emphasizing its King of Beers positioning. Check out their latest epic spot by clicking on 
reputation for marketing that connects as well. Through its Hall of Fame movies, the Hallmark Channel and other specials, the company lives up to it “when you care enough to give the very best”. Check out one of their best spots by clicking on: 
Subaru has differentiated itself from the other car companies recently with its love campaign. While most other carmakers are shouting about factory rebates, dealer incentives, and “name the brand”-a-thons, Subaru has identified the important events of our lives and how our car is a part of them. Love the family, love the car. Check it out at: 
University of Phoenix has grown to one of the largest educational institutions in the country by not only giving access nationwide to its online programs and courses but also by understanding that many people in the workforce would like to improve their current status in life by gaining more education and a specialty. The marketing doesn’t just state that they have classes and graduates, rather it inspires its prospective students to use their brain and make life more meaningful in the process. The result is stimulating their brain by communicating with their heart.
it’s successful, the time comes for a change of venue and management. My first marketing position was in brand management with P&G where I worked on the Folger’s coffee brand. Folger’s had the #1 share in all its markets at that time and I worked on some fo the plans to take the brand national within the next 5 years. The growth continued and Folger’s became the top grocery brand and sustained its growth even as new concepts like Starbucks or aggressive brands like Dunkin’ started to capture more of the coffee drinking market share. Eventually, as they have done many times, P&G spun off its coffee business (this time to Smuckers) and it continues to grow and maintain its position as one of the top promotional, traffic-building brands in the country. With all the change, however, Folger’s marketing has maintained its consistent, quality messages built on flavor and aroma (from those “mountain grown” beans) and is still one of the top brands in any category today. Its marketing has been refreshed many times, but it has stayed true to its loyal customer base by making it “the best part of waking up” again and again.
Red Lobster is another brand that was actually the original brand for Darden Restaurants back in the late ‘60’s. Red Lobster was the original chain of moderate seafood restaurants and continues to grow with marketing featuring product shots that still whet my appetite whenever a TV spot airs. As the company grew with other brands like Olive Garden, Seasons 52, Longhorn Steaks, and Capital Grille. Darden decided that Red Lobster whose growth had stagnated would be spun off and eventually bought out by Golden Gate Capital. Now the brand has been refreshed with new management, a new store prototype modeled after New England fishing towns, updated menus, and a consistent marketing campaign that still features the food, yes the food, presented in mouth-watering spots and messages that have revitalized the chain and the brand.
it was great to visit all the sights again and realize that not much has changed over the years and yet the city is as modern and state-of-the-art as ever. We enjoyed seeing the sights and were particularly impressed by two attractions that we hadn’t visited before—the Churchill World War II Museum and the London Eye.
also by producing some of the most memorable marketing messages in all media. From the classic “1984” to competitive defense against Microsoft (I’m a PC, I’m a Mac campaign) to the outstanding imagery in promoting iphones, itunes, ipads, Apple manages to keep itself on the cutting edge and judging by the number of iphones that I observed on the tubes and busses of London, Scotland and Wales, there’s no stopping them now. They keep this brand alive in their retail stores, online, on mobile and everywhere in between. This brand is already a legend and only a couple decades old.
Walmart has grown to the largest business in the world and has an effect on the way the world does business in many ways (read “The WalMart Effect” by Charles Fishman) and it isn’t just by having everyday low prices. The company built a great brand strategy and then executes every day in every store with every customers. It’s marketing has been exceptional from the start by not relying solely on price/item print like most of its competitors, but rather by producing messages with real people, with great creative that makes the messages come through loud and clear. In the process, the company has built a brand that people trust and continue to shop no matter what their psychographics or demographics are.
target customers. However, there are many other great cars in the category. So, how does Lexus outsell all of them in the category combined. By marketing themselves smartly, logically and creatively and making a logical case for their brand over the others. They continue to improve on the product while maintaining the high standards of quality, features, and customer service that have re-established the standard of excellence in the automotive category.
the company has moved toward larger stores in larger markets and has grown its sales to over $16 Billion (if my yen/dollar conversion is accurate). These are exciting numbers, but what’s really exciting is the in-store experience. UNIQLO’s theme for its Life Wear is “Simple Made Better” and the simplicity of the store is apparent the minute you walk in. With merchandise displays that make an immediate statement of volume and color that only exceeded by the neatness that is a constant. The training of employees on how to fold the clothes is legendary and is only superseded by customer service commitment that provides friendly faces who seem to be everywhere straightening and colorizing while helping anyone in sight.
Once again, WestJet, the Calgary-based economy airline, took a look around and found a reason to do something really extraordinary at the holidays. This time it was to bring the spirit of the holidays and send a message that it’s more than just good business to do the right thing for the people in your markets. This year, WestJet decided to do something big for the people of Fort McMurray, Alberta, which was devastated by wild fires last spring. In case you might not remember the tragedy, here’s a summary from Wikepedia on what happened:
in brand management on Folger’s Coffee. Back then, going to work at P&G was comparable to getting your doctorate in marketing and the strong foundation for a career in branding. One of the first things I learned was that SHARE OF MARKET was the most important measurement of a brand’s success. In my time on Folger’s, we never looked at a sales report like I did when I moved to retail a few years later. It was all about share and analyzing Nielsen reports every other month by market, by brand, by product and then analyzing what we did that worked to improve share or what the competitors did to take away share. Did a special promotion work? Did a change in campaigns have a positive effect? (Although we never change our ad strategy in my time there.)
Macy’s continues to run its BELIEVE campaign for the ninth straight year and it’s better than ever. If you’ve been reading my blogs for a while, you know that I’m not a big fan of any department store marketing for quite some time. However, Macy’s still has a commitment to making its store an important part of their customer’s holiday season.
special store mailboxes. Yes, Virginia, they’re doing it again and it’s just as special as the first year with driving home the true meaning of Christmas giving and benefiting the community at the same time.
In short, Macy’s gives us a reason to make the season special besides their one-day sales, 12 hour sales, holiday specials, etc. It’s all part of the Macy’s Brand that would hold true for any major department store as was the case in Christmas’s gone-by. Let’s hope this tradition continues!
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