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Posts Tagged ‘Brand’
Here a brand touchpoint, there a brand touchpoint
Monday, June 27th, 2011 by Deb DeFreeuwThis weekend was not unlike many others. Running errands, working in the yard and the garden. Also common, was a trip to the store for supplies. On one such trip to Lowe’s, I was impressed by the customer service. While wandering the many aisles, looking lost, I was asked if I needed help, I certainly did. After being taken to the appropriate place for window well covers I went looking for tomato stakes. On my way across the store carrying cumbersome window well covers I was asked if I needed a cart. At this point I felt really good about my shopping experience. After all, I have a number of shopping options for these same items, but I came here. Finding what I needed in the nursery, I ordered mulch. While waiting for help getting the mulch, I notice a group of employees standing around by the registers – waiting to help customers, but also very involved in their own conversation. Part of the conversation went something like this, “hey, you know that lady that comes in here all the time, the one with the accent, really skinny?” “Yeah.” “Well, you won’t believe what she did…” I am thinking to myself, wow, I wonder if they talk about all their customers? Aside from that uncomfortable conversation, this group was more concerned with their own conversation than really taking care of the customer. Up to this point, I was very impressed with the great service (a brand touchpoint) I had received and that was quickly damaged by this experience. This experience just underscores the importance of brand touchpoints, how one “miss” can damage the brand.
South Bend needs Rebranding
Monday, June 20th, 2011 by Deb DeFreeuwSo much has been said about South Bend since it showed up on the “List of Dying Cities.” A city much like ours in many ways, Grand Rapids, (also on the list…) put together an incredible video in response. I have lived in South Bend most of my life and I spent 4 years in Grand Rapids attending art school, so I know both cities well. Grand Rapids and South Bend are similar in many ways. They both have a river running through it, a downtown area that has struggled (they tried some things that worked, some that haven’t) the arts, beautiful and troubled neighborhoods, great restaurants, theaters, shopping, colleges, etc. Grand Rapids had a great response. They didn’t whine, they didn’t roll over, they didn’t agree. So they developed a rebuttal- a video from people who believe in where they live. It came down to attitude, that positive, “bloom where you are planted” mentality.
There are a lot of great things about South Bend and plenty to do, if you look for them. There is the Morris Performing Arts Center, DeBartolo Performing Arts Center, South Bend Regional Museum of Art, LangLab, football (high school and college), Silver Hawks, Notre Dame, the Farmers Market, the Potawatomi Zoo, Sunburst, the East Race, Meet Me On The Island, Greekfest, Leeper Park Art Fair, Art Beat, etc. etc. We also have amazing restaurants, from fancy to local favorites; LaSalle Grill, Carriage House, Barnaby’s, CJ’s, The Vine, Trio’s – the list goes on.
Do we have some things to work on? Sure, we could be so much more!
Are some of the problems significant? You bet.
So, South Bend needs rebranding! That’s the process of looking at yourself, finding what makes us unique, then look for the “brand gaps” and fill them. Rebranding isn’t about slapping a shiny new tagline on the city and expecting things to get better. It’s about promoting what’s good about the city to our own residents and fixing the problems that need fixing.
Is it really an innovative city with a thriving business environment? If not, then how do we get there? When we can prove it , we can say it! In brand development, we tell our clients that we can’t make statements that aren’t true. What we can do is take all the points of distinction and create the brand essence-the statement (with facts) about who we are, and what makes us unique a brand franchise-what we tell others, the “outward” facing statment and perhaps a positioning statement.
All this would be a great start. But we teach our clients that the really important – critical actually, element is brand enculturation. We need to communicate to our residents about our city, and allow them to believe in it as much as many of us do. Everyone needs to believe in the brand promise and become evangelists for the brand. Think Harley or Google—that’s what we mean by brand enculturation.
We need to change our attitude about where we live, I have heard so many people complain about living here. Let’s hear some solutions. What do you think is missing? What are the problems that are making the city undesirable? Granted there are certain things we can’t change, like the weather, but we have to look at the donut, not the hole.
These days when I take a random poll of people I come across in my daily ventures, I ask them “What do you think of South Bend?” I get answers like, “I can’t wait to leave it, there is nothing to do,” “The public schools are crap,” “It’s boring.” If I was from out of town and asked these questions, and got these kind of responses – what would I think?? These people live here and they aren’t proud of their city.
After the city, and it’s people, do the heaving lifting and fill the brand gaps, we turn our community around to a place people are proud to live -THEN we tell the world.
So, let’s quit bellyaching and make some positive changes. At Force 5 we’re all about brand and community, we live here and have our business here – we’re in it to win it, are you with us?
If everyone is moving forward together, then success takes care of itself.
Henry Ford.Be careful delivering that brand!
Friday, June 17th, 2011 by Deb DeFreeuwI have to say I have a love-hate relationship with Jimmy John’s. I love the sandwiches, they are good and freaky fast. The thing I am not so enamored with is walking into the restaurant and having the majority of the folks working behind the counter yell “HELLO” at me. Most don’t even look up, it feels more like a pavlovian response to someone walking in the door rather than anyone really caring that I am there or not. The girl at the counter today didn’t even look at me when she was taking my order. My sense is that they are trying to create a hustle-bustle, friendly atmosphere, and for me this misses the mark. Then, when I leave everyone yells “GOODBYE” to me – truthfully it makes me more uncomfortable than anything. I do my best to leave unnoticed if possible.
The lesson here is, if your business has a brand that is centered around a particular feeling or personality – make sure when it is delivered, it is genuine. People see right through it when it’s not!
Private-Label Growth. Here to Stay?
Tuesday, April 19th, 2011 by Deb DeFreeuwI recently read an article in Marketing Daily, about the growth in private-label products. No surprise there, right? The figures were pretty compelling with consumers saving 33% off their grocery bills by purchasing all private-label products. I have followed the trend, trying more private-label products than I have in the past. While I haven’t gone all private-label, I have more private-label in my basket now than big brand names.
The question is will consumers stay with these private-labels once the economy gets back into the comfort zone? My opinion is that some consumers, myself included, will go back to major brand names and some will continue to purchase private-label. Recently, while shopping at Target, I went to purchase Sonicare toothbrush replacement heads. Ok, so I can get 2 of the Sonicare replacements for 24.99, ouch. Or, I can purchase the Target brand at 3 for 29.99. I decide to try the Target brand. Big mistake. One of the replacement heads didn’t work on the handle at all; another broke off completely after the second day. Needless to say, I took them back and purchased Sonicare. The Sonicare brand has value to me, now more than ever, and I can justify paying more for better quality.
Another example, I bought Target brand baby powder while normally I am a Johnson and Johnson fan. The powder didn’t seem different from one brand to the next – heck, it’s powder. But the lid on the Target brand doesn’t open properly and when I use it I never know what to expect. No powder, a gush from heaven knows where, a small pouf? My life has enough excitement without wondering if the powder will land in my shoes, as I want it to, or all over my black pants. A small detail, but when I am able, I am going back to J and J.
So the national brands need to keep talking about what makes them unique and living up to their brand promise. Maintaining their distinction will be what compels consumers to pay higher prices for their brand over a private-label.
If you need help determining or communicating what makes your brand unique, Force 5 can help! We have two certified Brand Strategists on hand and a crew of left brains and right brains to bring your brand to life!
Reversing the Childhood Obesity Trend (is a Big Idea!)
Thursday, June 24th, 2010 by Force 5As a marketer I’m always looking for inspiration, and I’m certain most of us who work in the industry would like nothing more than to conceptually develop and execute the next big idea. Some of you might wonder what I mean – big idea seems slightly vague I assume. In this instance I liken a big idea to something that is life changing, or big enough perhaps to become a movement.
For inspiration I need not look further than my own flesh and blood – enter my 3 (“I’m almost 4 dad, then I’ll be 5”) year old son. Fortunately for my wife and I, our son is an extremely active (perhaps hyperactive) kid who likes to play outside every minute of the day. Reality dictates that he eventually head indoors to take a bath, then our greatest challenge is getting him to unwind before bed time. One tactic we execute sparingly is to reward him with 30 minutes of “cartoon time” if he comes inside with little resistance, and takes a bath and brushes his teeth in a timely matter. That’s when I began to personally experience the power of marketing and advertising, and its effectiveness when geared towards children.
My son already easily identifies with brands such as McDonald’s, Chips Ahoy and Apple Jacks. And when he sees the ads he utters the words “I want that” almost every time. As a parent, I simply laugh (at least I did at first) and within 60 seconds or less we’ve moved on to something else. It’s what transpires next – outside of the home – that was most startling. Now on any given day, when we drive by a McDonald’s, the following exchange usually occurs: [1] “Daddy I want Chicken Nuggets,” [2] Dad (most often) says “No” and [3] for the next several minutes my son’s world comes crashing down around him. This same event will also transpire in the grocery store, with the cereal and cookie aisles being most dreadful.
I understand the power of connecting with your target market emotionally. But as a marketer I’m also wondering if our industry is truly to blame (at least partially) for the prevalent childhood obesity epidemic that has emerged in communities all around our country. From what I’m hearing and reading (and there’s a lot to read), many people seem to agree.
As recent as 24 months ago the Federal Trade Commission reported that “food and beverage marketers are spending $8.4 billion less to target children as initially thought.” The FTC report went on to say “food, fast food and beverage makers spent $1.6 billion marketing to children under 17 in 2006.” Many still think this number is too high.
So – what does all of this have to do with a big idea? For starters, how do we really begin to reverse the childhood obesity trend? From what I’ve read – and I agree – one perspective gaining momentum is that the paradigm shift must start at the local level. It’s easier to affect change in neighborhoods, towns and cities, than it is in states, regions or nations. In this case, the blue print to begin the reversal of fortune for the future of our children starts with individuals in our own communities. Having said that, who in South Bend (Indiana) and/or the surrounding areas is ready to step up?
In future posts (as it’s evident I have a lot to say about this topic), I will look at barriers (the most common being cost and time), popular channels or mediums being used to affect change (like Refresh Everything or Members Project) and potential advocates (local organizations, groups or leaders) who could help lead the charge.
Have a perspective or idea relevant to this topic? If so, hit me up at jeremy@discoverforce5.com or visit discoverforce5.com to learn more about the agency I represent, and how we build communities one brand Soul at a time.
What’s your Story?
Thursday, April 29th, 2010 by Deb DeFreeuwI just finished an amazing book. It really made me think. A Million Miles in a Thousand Years: What I Learned While Editing My Life, by Donald Miller. It was about the author working with two men, Ben and Steve, who wanted
to make a movie of Miller’s life. It was during the discussions of his “real life” he discovered their desire to edit it into what makes a good story. They wanted his life to have punch and meaning. As Don worked with Ben and Steve he came to realize his life was boring. In the course of creating the fictional Don for the movie, he was creating the person he wanted to be, someone worth telling a story about.Don ended up biking across the US, hiking the Inca trail and searching for and finding the father he had never met. Don made a conscious decision to create a better story from the life he was living. The basic structure for a good story has a character who wants something and overcomes conflict to get it. He took a look at what he wanted and then went for it!
This book made me think of my own life. While I have some pretty cool chapters in my story — travel, learning how to sail, driving a race car, going 139 mph in a jet boat, owning a business and being with my grandfather when he died. I
look at my life now. What am I NOT doing? What scares me? How have I let obligations and expectations neglect my story? It’s not about making things up to talk about, or doing things because they “sound” good, heck you
don’t have to hike the Inca trail unless you want to… but we should always strive to consciously live an enriched, authentic life.I think it works the same way with business. The CEO needs to be mindful of the story that is being told about their company. That story changes over time, so being aware of your story, or brand, and what it is saying about your business is critical. There is a great line in the book, “…a story is based on what people think is important, so when we live a story, we are telling people what we think is important.” Your brand tells the story of what your company thinks is important. Is that service, innovation, philanthropy? Take a look at your brand story, is it reflecting who you are? Have you lost sight of what’s important, what makes your company distinct?
We can help. With two Certified Brand Strategists on staff, we can help your company look inward and review your story. Maybe the brand story that’s being told should change, to reflect the direction the company is taking… Give us a call-and let us help tell your story.
The Bean Brand
Thursday, March 11th, 2010 by Deb DeFreeuwL.L. Bean is taking a leap into new territory! They are creating a brand extension called L.L. Bean Signature. The new line is a collection for men and women with updated styles and cuts. One of their new offerings is called the “Plain Weave Signature Suit,” and sells for just over $200.00. I have looked at the video preview on their website and I can’t wait to see the whole line when it rolls out on March 15th! The clothes are still “outdoorsy” in a way, they still utilize plaid, denim and twill, but they look closer in design to Ralph Lauren than the traditional, more conservative L.L. Bean.
I went to the L.L. Bean website to look around and compare the new line to their current line. I also found a video on YouTube with the story of how L.L. Bean started, with the Bean Boot. Employees were featured and talked about how much they love working at L.L. Bean and how they are committed to quality. When they see a box in a store with a number on it that they recognize from shipping, they take pride in knowing they packed that box. L.L. Bean is doing everything right; they are living their brand from the inside out. Their employees believe in the product they manufacture and sell, they are brand ambassadors.
Because L.L. Bean has such strong core brand equity, the new L.L. Bean Signature line will be expected to live up to that standard offering high quality clothes at a reasonable price and great customer service. I am certain that is exactly what they will offer!
L.L. Bean has already proved they have brand “extendibility.” Everything from backpacks, furniture for indoors and out, canoes and even branded a line of Subaru cars has sported the L.L. Bean name. Obviously consumers have a strong association to the brand name and trust that it will offer what it claims.
The heart and soul of L.L. Bean lives on, that is brand. Here at Force 5 we specialize in helping companies reconnect or discover their “soul” and then bring everything into alignment with what makes them distinct. That message of distinction is then conveyed both internally and externally. If you are ready to discover your soul, let us know – we’re ready to put on our Bean boots and dig in!!
Brand vs. Commodity
Wednesday, May 20th, 2009 by David Morgan(What you really need to know and understand about brand development)
There’s a lot of talk about Brand, Branding, and Brand Development. Its all important, and its all straightforward. The problem with most companies in regards to branding is that they haven’t taken time to understand the differences and more importantly, why they need to develop their brand.
Defining Brand:
Here’s what Webster’s says about the definition of a Brand: A Claim of distinction.
You see, without distinction, you’re brand “X”, or generic, or worse, a commodity. And we all know how commodities are traded – price. And when price becomes our only measurement of value, you loose – big time. Are you the low price leader? If so, you are fighting everyone in the marketplace. But if you have a claim of distinction then you rise above the fray. However, as Brand Strategists at Force 5, we have a problem with the word “Claim”.. It’s problematic in that anyone can make a claim. Given this, a more inarguable definition of a brand would be Evidence of Distinction. We work with our clients to find that evidence of distinction that makes them unique.
Brand development VS: Branding
There is a huge difference between branding and brand development. Brand development is the discovery process we go through to unearth our “Evidence of distinction,” and the development of communications of that differentiation. Branding is then, the tactical application of that distinction in all our communications materials. Branding might be a year long campaign using several tactics (broadcast, web, direct mail).
Brand development is not a marketing initiative.
Brand development is a corporate initiative. At Force 5 we believe that in order for a distinctive brand to be deliverable, it must be discovered and adopted at the very top echelon – the CEO, COO, President, VP of Marketing/Marketing director, etc. Once the discovery process is completed, and all of us have shared in the authorship of a brands unique distinction, then we’ll hand it off to marketing for advancement.
What’s your brand?