category / marketing

Oct
30

AIG: Brand trust, actions speak louder than words

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Just don’t get it. Don’t understand what leadership could possibly be thinking. Because their actions are in such stark contrast with what you’d expect from an organization that should be doing all it can to win back our collective trust.

Maybe things like reputation and trust just don’t matter to a leadership team who has already been bailed out once, and who’ve recently put in their second request for additional funds. Maybe it’s easy to turn a blind eye when you know your back is covered, regardless of your actions.

Whatever the reasoning, why AIG would go off to Phoenix for a second boondoggle and spend another $340k (or thereabouts) is beyond my understanding. On top of this, to travel incognito and think that you wouldn’t be exposed is just stupid. I called AIG, because I wanted some answers. I spoke with a senior member of their communications team. He told me that they traveled anonymously because AIG employees were being harassed as they entered their NYC headquarters. I was told that the majority of the trip was not actually paid for by AIG. But who cares? The reality of the situation is that we’ve bailed you out once, you’re back again with your hand out, and you’re at a resort in Phoenix.

I do feel for the vast majority of employees who had absolutely no knowledge of the incompetence and arrogance of their leadership. It’s got to be very tough right now, and I’m sure, going to work each day really challenges their moral compass. In fact, the communications liaison I spoke with made a point of saying that he was not one of those fat cats. That he too is suffering through this.

At the end of the day, actions speak louder than words. Brand trust has eroded, and these actions just rip at brand reputation even further. From my vantage point, I see no signs that AIG is trying to endear itself to those of us (all of us) who bailed them out.

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Oct
16

Promotional partners to help brand dollars go farther

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Dollars are scarce. Value (added-value) is high on your customers list. Brand-enhancing promotional partners are one way to make marketing dollars work harder – helping you garner attention, boost image and and drive sales.

Some considerations:

• start with your consumer – about how you can surprise and delight them
• the simpler the better – they should see it and get it immediately
• your partner should make sense – for your customer and for your brand
• your organization-fit needs to make sense – as you’ll need to work closely together
• retailers need to think it makes sense – so get their buy-in before you’re too far down the road
• what are measures of success – both image and impact, and agree up-front
• are there any other third-party participants/sponsors – that can provide additional spin

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Sep
01

Imagine what health brand marketers could do with $300MM

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Microsoft just broke their new three hundred million ad campaign — designed (I presume at some point) to sell more PC’s by creating a more favorable impression of Microsoft’s Windows operating system. Well, I don’t get it. The spots are humorous. It’s fun to see Jerry and Bill side by side. But they’re actually kind of boring (reinforcing the image Microsoft is trying to dispel). And don’t get how it’s going to move the sales needle when Microsoft equals Vista – the enemy of all who work on the PC.

Imagine what  good health+ healthy lifestyle brand marketers could do with $300MM. 

Imagine you did. What BHAG’s (big hairy audacious goals) would you set out to achieve. Now open your eyes, but don’t let reality set in. How could you achieve these same goals with available resources. How can you be more insightful about your audiences (and your audience segmentation), more creative about what you provide that others don’t, and more imaginative about your tactics? Just a thought.

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Jul
30

My health brand, my way – providing personalized health and wellness brand experiences

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Who’d have thought that Burger King could see into the future of health brand marketing. Remember their “have it your way” campaign? Were they really ahead of the curve in customizing brands to meet our individual needs.
From custom protein shakes, to skin care products, beverages and even senior-focused retailers such as HOJO in Lyon, France – providing “just-for-me” experiences is the most effective way possible to ensure brand relevance and connection.
One important impact of this, however, is how companies individualize the associated customer service experience to align with brand delivery.

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Jun
03

Health brand marketing that matters – engaging, inspiring and guiding your audiences

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There was a recent article in Ad Age about an agency committed to Marketing That Matters. Their point-of-view is that the new marketing demands more than telling and selling to consumers tired of being bombarded with one-way messages. Based on the changing priorities of the consumer, driven in part by events taking place around the globe – they believe that cause needs to be baked-in to all marketing programs.

I’d suggest that “marketing that matters” first begins with a more expansive view of your brand and an appreciation of your potential to engage, inspire and guide your audiences. To unleash the full potential of your brand, you must have a wider view of your prospective place in your consumers world.

Beyond products and services, brands should impart knowledge and insight. That knowledge is out there anyway in the vastness of the web, but why not take the leadership role among your peers to organize and be the “beacon” that consumers turn to for their guidance. Consider what Dove has accomplished:

• As an adjunct to its selling efforts, the brand has become an authoritative expert on beauty – facilitated by a site that has become a destination for product and category information.

• It has become a brand that fulfills relationships; creating communities of “like” consumers who aspire to connect with others like them. Through Their Campaign For Real Beauty, it’s united millions of women from around the globe.

Never has there been more opportunity for brands to step up, reach out and engage on all three levels. Particularly for health + healthy lifestyle brands whose very existence is inherently more important to consumers.

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May
14

A Look Back: Ten brands to watch in 2001

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Found a very old issue of Brand Marketing, and thought it would be fun to report on their “top ten brands to watch in 2001.”

1. Amazon
2. America Online
3. AT&T
4. Hillary Clinton
5. Firestone
6. Napster
7. Nokia
8. Onstar
9. Revlon
10. xfl (upstart that challenged the NFL, with a bunch of players who almost made the NFL)

As the magazine reported, the list includes some that are in the ascendant, others that are definitely teetering and still others that will simply demand attention no matter which way they break.

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Apr
27

The Brands Called Obama and Clinton

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No doubt about it, we have two strong brands squaring off here. Both have strong points-of-view, personalities, agendas [at least we hope] and own strong associations. Both have strong voices. And they both have tremendous stamina.

But which one of these brands is more relevant given the state of the country and the world today – culturally, socially, politically, economically. Which one has the ability to serve as beacon to inspire and guide. Which one do you want to be part of your life for the next four years [at least].

More than any time in our recent history, probably due to the non-stop exposure and transparency that our media channels provide – there’s just so much conversation everywhere about these two candidates. About these two brands. And oh yea, about McCain.

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Apr
16

Are All Brands Created Equal?

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I’m readying a speech for a client’s national convention, and am thinking that an interesting topic might be are all brands created [born] equal? Do they have equal chance of growing up to be all that they can be? Of being nurtured to reach their full potential? To make the most of their talents and ambitions.

But nurture plays a huge role in helping a brand be all that it can be. Because implicit in nurture is being nurtured. Nourished with a compelling and differentiating big idea. Nourished with parents who watch over it to insure that it keeps its promises. Nourished to insure that it’s not extended beyond its natural born talents. And that it’s mature enough to participate in conversations with those who might invite it into their lives, as opposed to simply talking at them.

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Apr
03

The Self-Congratulatory Brand Called CNN

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Don’t know about you, but I’m tired of being told every ten minutes by Wolf Blitzer (underscored by the CNN ticker) that here’s the story by the best political team in the business. Can’t think of any other brand that continually boasts to its consumers that we are the best in the business . We all grew up being taught that actions speak louder than words. Think it might have been in second grade. Guess the staff at CNN, or maybe just Wolff, skipped a grade.

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Mar
25

Brand Appeal: Consumer Needs Versus Wants

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Had a conversation with one of our clients the other day about needs vs. wants as a driver for product development. He’s facing resistance from folks within the organization still focused on satisfying “functional” product/service needs. But fulfilling needs is not the end game.

“Needs” is a category-based concept. People need detergent, need new sneakers, need a new car. But they buy brands based on wants. Based on how these brands make them feel, and reflect positively upon them in your presence. It’s why they choose Tide because they want to feel like they’re doing the best for their kids, buy Nike because they want to be like Mike, buy a Mini because they want the status and prestige of affordable cool.

But to identity wants, you need to be rooted in your consumers world. To understand their motivations and desires. Beyond their stated needs, which won’t move you beyond the status quo. And then you need to align this understanding with what makes your brand different and special.

Cater to needs, and you’ll quickly be displaced. Appeal to wants and desires, and be the only one to be able to deliver your unique bundle of benefits, and you’ll insure your relevance, differentiation and connection.

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