as Published in the Globe and Mail (National Edition) - December 8, 2008
With the United States now in recession and Canadian consumer confidence badly shaken, it's not surprising that many marketers are worried - particularly retailers who count on the holiday season to make their annual numbers. Do you rely on traditional tactics, such as discounting and special promotions, to pull in the bargain hunters this year? Or do you need to do something more drastic to attract skittish shoppers? Some companies are resorting to price cuts so deep that they are damaging the perceived value of their products. Others are abandoning their marketing plans and disappearing from consumers' sight altogether - leaving the field wide open to their competitors. But the good news is that many marketers are not only finding creative ways to connect with consumers during these tough times, they are strengthening their brands by doing so. One strategy is to keep the marketing messages in tune with the mood of the times, particularly as society shifts from gleeful spending to belt-tightening and reflection. These marketers recognize both the need and the opportunity to connect with consumers in an honest and meaningful way, to boost spirits and relieve some stress. Here are some tips from some of the organizations that are leading the way.
Address peoples' concerns
This is not a time for either platitudes or avoidance. People want to know where they stand - particularly when it comes to their money. Vancouver City Savings Credit Union is keenly aware of peoples' concerns about global economic volatility and the financial sector's stability, and decided to address those concerns head-on. In a confident, headline-driven campaign produced by TBWA just over a month ago, Vancity actively offers reassurance to members, helping them understand that it "is not Wall Street." By showing confidence and differentiating itself from the big banks, Canada's largest credit union has been able to provide a sense of calm in the midst of turbulence.
Slow time, productive time.
How many times have busy executives complained that they don't have time for the strategic planning or market research that would expand their business? If this strikes a familiar chord with you, now might be the time to break free of this Catch-22. Use this slow time to explore new market opportunities and invest in your own future. Alternatively, invest in someone else's future. Builders Without Borders, a charitable group in Vancouver that provides project management expertise, has taken advantage of slowing construction to do something significant for the city's homeless population. It is now relying on volunteer architects, engineers and other industry professionals to help complete construction of an innovative housing project - one it hopes will become a template for other projects and offer hope to many. Attracting skilled volunteers is nearly impossible in boom times when resources are stretched thin; now, people have a little more time available to give back.
Connect in new ways
Using the opposite of high-pressure sales tactics, Teen Vogue magazine is opening a stress-free outlet in a New Jersey mall where it is impossible to buy anything. Teen Vogue's "Haute Spot" attracts teenage girls to come to enjoy free smoothies, gift-wrapping, and styling advice - all while playing with and learning about the products of the 20 participating Teen Vogue advertisers.
We could use some cheer
The holiday season is a critical time for retailers to build the bottom line - but also a great time to reinforce a brand. In keeping with its nostalgic history, R.H. Macy & Co. Inc. has launched its "Million Reasons to Believe" campaign with the goal of raising spirits as well as money for charity. The New York-based department store has created "Believe Stations" for children to write letters to Santa, donating a dollar to charity for every letter deposited in-store and filling valuable floor space with holiday cheer - enough to make you believe in Santa all over again. Starbucks Corp. is also offering consumers an easy way to give. For each Starbucks "red" beverage purchased until Jan. 2, the Seattle-based coffee chain will donate 5 cents to help fight AIDS in Africa. People can connect with other contributors through an online community and even track contributions through an "impact calculator."
Stay calm and focused
To borrow from Rudyard Kipling: "If you can keep your head when all about you are losing theirs ... Yours is the Earth and everything that's in it." Great brands have been born in recessionary times, including FedEx Corp. (1973), CNN (1980) and USA Today (1982). If you have something great to offer, if you believe in your brand, and if you're willing to support it, you don't have to wait for sunny skies to be successful.
Monday, December 8, 2008
Monday, November 10, 2008
The perils of putting your brand in the hands of others
as Published in the Globe and Mail (National Edition) - November 10, 2008
Has anyone ever messed with your logo? Played around with the treasured symbol of your brand? The one that represents millions of dollars in brand value? No matter how jealously you guard your brand standards, there will always be those people who just can't resist the urge to leave their own mark on your mark. This challenge is even greater if you're running a not-for-profit or if you are a cause marketer because you rely on corporate partners and other organizations to help you get the word out. For a profile, you want your logo on their publications, their events and their communications ... but you don't want them to change the colour, introduce a new "creative" tagline or add a "cute" accessory reflecting their own message. So how do you ensure brand consistency? While there isn't a magic solution, there are some things you can do to protect your brand.
Use a carrot, not a stick
It's important to tightly manage your brand but being a strong Brand Cop runs the risk of triggering subversive behaviour from corporate partners, franchisees or even internal teams. They would rather ignore your guidelines and execute their own expression of the brand. To mitigate against this, help people understand why the brand guidelines are in place. Tell your employees and partners about your brand story. Explain how every action adds to (or subtracts from) the brand's market power. When people understand the impact of each branding decision, they are more likely to want to play by the rules. Of course, you have to be clear about what the rules are. How much leeway do you want to give to those who have permission to use your brand? The clearer you are about defining the parameters for how your brand can be used, the more successful you will be in ensuring that its value is not compromised when others use it in their communications. Be clear with anyone who gets permission to use the brand and let them know your expectations regarding usage approval.
Put your brand in context
One of the most important things a marketer can do is understand the environment where the brand lives. Study where it touches those you want to connect with - from print to Web to the signage on your building - and see how your audiences "experience" you. Look further to partner publications, trade shows and promotions. Is there consistency? Have you provided people with brand alternatives that fit every need - or are you forcing them to improvise when it comes to how the brand is used?
Doing the right thing
Instead of giving people a 200-page brand guideline binder that gathers dust on shelves, offer people tools that make "brand compliance" easy. Provide them with templates and "ready-to-go" kits for every situation. Take a page out of Lululemon Athletica Inc.'s book and offer customizable tools online. This approach ensures consistency, cuts down on the back-and-forth approval process, and makes it fun for others to work with your brand. Another tip: When you're developing your templates, test them out with the people who will be using them. That way, you can avoid potential hiccups and you'll end up with better brand communications.
Pick your battles
You definitely want to ensure that everyone in your marketing team understands the importance of correct trademark usage. But, other battles may be less important - or even tough to win. Consider how the Internet, blogging, YouTube and social networking have changed the face of branding. You can't stop people from saying what they think about your brand. In this age of transparency, you need to establish authentic connections with your stakeholders. If you monitor blogs, you'll find out pretty quickly if people outside of your walls see your brand the same way you do. Instead of arguing with them, think about what you can do with this information. Maybe you need to improve your customer service; respond more quickly to complaints; tell people about the good things you're doing in the community. Whatever the issue, this feedback is invaluable, but only if you solicit it and act on it. Your logo is only as strong as the brand behind it.
Appoint brand champions
This starts from the CEO on down. If you have people throughout your organization who are passionate about your brand, it will show up in your workplace, in communications, and in peoples' attitudes. But if you act like you don't care about your brand, why should anyone else?
Has anyone ever messed with your logo? Played around with the treasured symbol of your brand? The one that represents millions of dollars in brand value? No matter how jealously you guard your brand standards, there will always be those people who just can't resist the urge to leave their own mark on your mark. This challenge is even greater if you're running a not-for-profit or if you are a cause marketer because you rely on corporate partners and other organizations to help you get the word out. For a profile, you want your logo on their publications, their events and their communications ... but you don't want them to change the colour, introduce a new "creative" tagline or add a "cute" accessory reflecting their own message. So how do you ensure brand consistency? While there isn't a magic solution, there are some things you can do to protect your brand.
Use a carrot, not a stick
It's important to tightly manage your brand but being a strong Brand Cop runs the risk of triggering subversive behaviour from corporate partners, franchisees or even internal teams. They would rather ignore your guidelines and execute their own expression of the brand. To mitigate against this, help people understand why the brand guidelines are in place. Tell your employees and partners about your brand story. Explain how every action adds to (or subtracts from) the brand's market power. When people understand the impact of each branding decision, they are more likely to want to play by the rules. Of course, you have to be clear about what the rules are. How much leeway do you want to give to those who have permission to use your brand? The clearer you are about defining the parameters for how your brand can be used, the more successful you will be in ensuring that its value is not compromised when others use it in their communications. Be clear with anyone who gets permission to use the brand and let them know your expectations regarding usage approval.
Put your brand in context
One of the most important things a marketer can do is understand the environment where the brand lives. Study where it touches those you want to connect with - from print to Web to the signage on your building - and see how your audiences "experience" you. Look further to partner publications, trade shows and promotions. Is there consistency? Have you provided people with brand alternatives that fit every need - or are you forcing them to improvise when it comes to how the brand is used?
Doing the right thing
Instead of giving people a 200-page brand guideline binder that gathers dust on shelves, offer people tools that make "brand compliance" easy. Provide them with templates and "ready-to-go" kits for every situation. Take a page out of Lululemon Athletica Inc.'s book and offer customizable tools online. This approach ensures consistency, cuts down on the back-and-forth approval process, and makes it fun for others to work with your brand. Another tip: When you're developing your templates, test them out with the people who will be using them. That way, you can avoid potential hiccups and you'll end up with better brand communications.
Pick your battles
You definitely want to ensure that everyone in your marketing team understands the importance of correct trademark usage. But, other battles may be less important - or even tough to win. Consider how the Internet, blogging, YouTube and social networking have changed the face of branding. You can't stop people from saying what they think about your brand. In this age of transparency, you need to establish authentic connections with your stakeholders. If you monitor blogs, you'll find out pretty quickly if people outside of your walls see your brand the same way you do. Instead of arguing with them, think about what you can do with this information. Maybe you need to improve your customer service; respond more quickly to complaints; tell people about the good things you're doing in the community. Whatever the issue, this feedback is invaluable, but only if you solicit it and act on it. Your logo is only as strong as the brand behind it.
Appoint brand champions
This starts from the CEO on down. If you have people throughout your organization who are passionate about your brand, it will show up in your workplace, in communications, and in peoples' attitudes. But if you act like you don't care about your brand, why should anyone else?
Subscribe to:
Posts (Atom)