GREAT BRANDING—A HOLIDAY TRADITION!

KEN BANKS’BLOG DECEMBER 2023

https://youtu.be/0zZqlU9060M

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

GREAT BRANDING—A HOLIDAY TRADITION!

The Christmas holidays are always a time of remembering great traditions—in the family, in the community, in our places of worship, and in the marketplace.  The Christmas marketing has probably changed more than any other holiday tradition over the past several years.  During my retail years, this was the time of the year to pull out all the stops when it came to advertising.  The papers were full of inserts on a daily basis.  Our mailboxes were stuffed with multi-page catalogues from every local and national retailer.  Broadcast media was sold out as every store ran more spots than any other time of the year.  While much of this was price-item promotional spots, this was a time to break the mold with outstanding creative and production. Stores were showplaces for design and display—and special events.

 

Well, a lot has changed.  The newspapers, when they are published, have barely the number of pages of some of the inserts a few years ago.  Our mailboxes have fewer cards and hardly any “Christmas Catalogues”, porches are filled with Amazon boxes,  broadcast spots are the usual auto dealers and home improvement ads, and .com spots proliferate.  However, there are still some great examples of creative branding at this time of year that are worth noting.  Here are a few of my 2023 favorites where companies take the time and creative juices to provide a message that makes the season bright.

 

AMAZON https://youtu.be/jmF0bOCa_4Q.

Amazon has been one of the key factors leading to the change in holiday traditions for sure.  However, the company take the time and budgets to drive home a message that brings back memories and recognizes the importance of the aging population.

CHEVROLET https://youtu.be/xnZGEUA4oBk.  During most of the years, Chevy is out there like most car makers with trucks running through the mud, SUV’s with the latest technology, and price offers that you still don’t believe. Over the past few years though, Chevrolet has hit the heartstrings with epic spots that make their brand still strong after all these years.  This year’s holiday spot features the story that is all too common in our society and our families.  Alzheimers and dementia touches so many of us now, and Chevrolet tells a story that memories can be restores, just like some of their old pickup trucks, if you take the time to share with those afflicted, especially at this time of year.  A great spot and a heartwarming message.

CAPITAL ONE. https://youtu.be/gQJ6Xc93-wY.  The holidays are for memories and who doesn’t remember the opening scene of Saturday Night Fever with John Travolta.  Never thought he’d someday play Santa Claus, but this spot hits the target and still makes the point of what’s in your wallet at this time of year.

LOBBY HOBBY: https://youtu.be/8Z3y74R4wAM I have featured Lobby Hobby spots in my past Christmas blogs, and this year’s is a bit deceiving with a title “Lobby Hobby’s 50% Off Sale”. This years messages focuses on a family scene that’s typical of today.  A single, working mother and a son who figures out a way to make Christmas special.  No sales message here except at the very end’s closing title, but a a great branding effort to capture the true spirit of the Christmas season.

Hope you have a wonderful Christmas and a Happy New Year.

Ken

 

 

HOMETOWN BRANDING!

KEN BANKS’BLOG OCTOBER 2023

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

HOMETOWN BRANDING!

As fall sports start gearing up, I have always enjoyed watching my favorite teams get back into action. NFL, NHL, NCAA, NBA, MSL.  You name it I’ll usually be tuning in to check the scores.  My love of sports started when I was growing up in Detroit and I rarely missed a game on my transistor radio or TV when the home team was playing.  My allegiance has changed to Tampa Bay teams since I’ve been here for over 40 years now, but I was particularly interested in this past weekend when the Lightning played the Red Wings and the Bucs hosted the Lions.  Over the past few years, this usually meant an easy Tampa Bay victory, but the home teams were humbled badly.  The Lions are now favorites to be in the NFL play-offs  and the Red Wings (the former hockey powerhouse that earned Detroit the name of Hockey Town a few years ago) have emerged as a young team on the move.  To be sure the teams really didn’t need a “re-branding” strategy, they just need to start winning. Both had been big losers for a while, and now have rekindled the fan’s support.

 

In the same way, the city of Detroit has re-emerged from an image as one of the US’s least desirable places to live to a more vibrant locale.  Having lived there with frequent returns over the years for business and pleasure, I knew that the lousy image of the area was confined to the metro area of Motown while the suburbs and outlying areas are still some of the most desirable places to live in the Midwest.  I was pleased to experience the downtown area of Detroit on a recent visit for our high school reunion which was held downtown with trips to the Motown Museum and a dinner cruise on the Detroit River which borders downtown and Windsor, Ontario.  I was pleased to see a great deal of revitalization with new buildings, hotels, restaurants, a vibrant Riverwalk, and a positive spirit in the local citizens that I met.

 

However, it’s not just building new structures or expanding service.  Just as the new stadiums that the Detroit teams have built in past few years have not translated to winning records, revitalization (as in branding) needs to come from within and requires a strategy that everyone in the organization/government understands and supports.  There has been a resurgence of activity and popularity in the smaller towns and villages that are beyond the suburbs of major cities.  These “small towns” have an old-fashioned atmosphere that today’s population are attracted to an enjoy visiting regularly.  The old main street business areas are being updated with new boutiques, shops, restaurants, and professional services.  Weekend markets are popular destinations for families and retirees alike. City councils and chambers of commerce have developed long-term plans that have drawn financial and citizen support.  In the same way, major cities are making their downtown more user friendly with pedestrian malls, outdoor event venues, river walks, and a small town appeal despite the large office buildings and other structures.  That has made Detroit a winner in more ways than sports performance.  While the city still faces major infrastructure challenges, it is becoming more of a hometown than a metropolis.  In the same way as long time brands revitalize their products and services with research, strategy and a plan based on understanding their changing marketplace and customers, cities around the country are developing a winning strategy that brings back the fans.

 

Ken

CREATIVITY–THE KEY TO A SUCCESSFUL BRAND!!

KEN BANKS’BLOG AUGUST 2023

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

CREATIVITY—THE KEY TO SUCCESSFUL BRANDING!!

If you’ve followed my blog over the years, you know how important I believe a comprehensive brand strategy is to the success of a product or service.  I mentioned my five-step process again last month and will continue to remind all of us to follow the strategy as we develop our brands.  This month I want to focus on creativity in our message.  I’ve been disappointed over the past couple years—especially at seasonal selling seasons—by the lack of innovation and break through message in the marketing messages that pervade all of the media today—both traditional and digital.  I find that many campaigns suffer from what my former colleague and Doner Agency CEO, Alan Kalter,  called “emulitis”.  That’s the tendency of major advertisers to copy what their more successful competitors are doing in their marketing messages.  That leads to a lack of individuality and rarely provides the reason for being nor the memorability of the message.

 

Advertisers for years have sought to have their messages to be memorable and to catch the attention of a customer base that has been inundated with an overwhelming amount of similar advertising.  They usually demand more creativity from their marketing staffs and agencies.   However, just being unique or intrusive (or oftentimes, silly) is not enough.  During my years as both a client and an agency exec, I found that whenever a new campaign or creative execution was presented and it fell flat or just didn’t seem to be on the mark, it was because those creating the messages had failed to revisit the brand strategy and its unique selling proposition adequately before developing a script, layout, or storyboard.  The creatives often became so focused on a unique, funny, or out-of-the box execution, that they neglected to remind the audience of why they should try or continue to use the product or service they were selling.

I remember going through 3 or 4 rounds of presentations with our agency (who had done award winning campaigns for us and who were some of most creative minds I ever worked with) and getting frustrated that all of the ideas seemed to be off-target.  No matter what we reviewed, the ads simply fell flat as we reviewed and discussed. In frustration, I suggested that we take a look again at the original brand strategy that we had developed several months earlier and had resulted in great, memorable campaigns that we were able to extend to in-store and internal communications as well.  During that review, one of the creative directors admitted that they really hadn’t discussed the strategy again and that this really clarified the direction. A week later they came back with a campaign that we ran successful for three years with simple updates and modifications.

 

Advertising legend, Leo Burnett, always emphasized that you should never insult or talk-down to your customers’ intelligence.  As I watch and observe some recent campaigns in the market today, I have to say that many are thinking that their customers are still in junior high or simply not thinking.  Creativity is determining the message that you need to convey and then finding a way to make it not only appeal to brain of the customer, but also touch the heart,

Ken

LONG LIVE THE BRAND!!

KEN BANKS’BLOG JULY 2023

https://youtu.be/YbIj99S-h5s

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

 

LONG LIVE THE BRAND!!

We were pleased to make a stopover in London and Southampton, England this month on our way to Norway.  It’s always interesting to visit an area with so much history and one that has had such an influence on the US.  Of course, the UK has been very prominent in the media around the world the past couple years with the passing of the queen and Prince Phiip, the coronation of King Charles, the ongoing stories of Prince Harry and Meghan, the many other news stories covering the royal family, and the ongoing political scene in Parliament and the other UK countries.  One thing for sure, the monarchy in the UK certainly is a brand that has been around for centuries and continues to be relevant to its follower in the present.

 

It’s interesting to see that the longevity of the monarchy can be attributed to the same principles that long-term successful brand follow in maintaining their loyal customers.  As I look at the five-step process that I have presented and followed during my marketing and speaking careers, there are certainly similar steps that the royalty and its brands have followed.

 

First, a successful brand starts with the creation of the vision.  Marketers must decide on what their product or service is and how it will be better than similar products and meet the changing needs of their consumers.  Centuries ago, the monarchs in England had a vision for an empire that would not only expand around the world but also provide the goods and services that were unavailable in their relatively small island in the north Atlantic.

 

Next, research is necessary to determine who the customer is, why they would want the brand, what other brands provide similar benefits, and can the new brand (or improved one) can meet these criteria.  The British Empire did its research through exploration of the world.  They searched other countries and peoples to learn what they had  that could benefit their subjects and then set up a presence with the logistics to have these outposts provide what they needed.

 

Third, a brand must have a communications plan that will inform the population and ruling bodies as to what the product or service is, what benefits it provides, and what value the consumer will find by purchasing and using the new brand.  While the British explorers often conquered their new subjects and dictated what they would provide, they communicated through other explorers and then printed documents why British rule was beneficial to both the subjects in the new territories as well as to the English subjects.

 

Fourth, these communications not only had to be creative in order to appeal to the target customers, but they must follow a well=designed plan that is effective and that can be adjusted to meet changing or unforeseen stumbling blocks to the brand’s success.  England’s leaders were diligent in developing their plans for the empire.  They realized that to rule countries thousands of miles and several continents away, there had to be a plan to establish a presence but also to implement the desired benefits for the long term.

 

Finally, for a brand to continue to be successful, the product and the people responsible for delivering it and its benefits must live up to the brand every day. A brand that is not reliable or does not perform as promised is doomed for failure.  Promising a pleasant shipping experience and then not training or hiring people who understand and are passionate about delivering on that promise will result in even the most comprehensive strategy and most creative marketing plan being a quick failure.  The monarchy has a long history of negative actions and publicity but somehow has endured in the loyalty and traditions of its populace. Evidence of this exists in the huge turnouts for the funerals of Queen Elizabeth II and her husband.  Millions around the world tuned in for the coronation of Charles III.  The ratings of the Netflix movie about Harry and Meghan and The Crown series, as well as the sales of Harry’s book “Spare” are evidence that despite its diminishing relevance in government, the monarchy is a brand that still resonates with the people.

 

Ken

A NEW CULT BRAND!!

KEN BANKS’BLOG JUNE 2023

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

 

A NEW CULT BRAND!!

One of the most important books that I’ve read on branding was co-authored by my good friend, B.J. Bueno in 2002—THE POWER OF CULT BRANDING.  In the book, B.J. describes how the most successful brands not only achieve significant market share but also create a cult following by its loyal customer base.  In defining this type of branding, he says that the brand’s “customers not only use their products, but they evangelize to the world about them.”  Brands like Starbucks, Chick-fil-A,  Lexus, Harley Davidson, and Nordstroms (to name a few) are famous for not only having a strong brand identity but also their customers consistently rave about them to their families, friends and neighbors.  That’s how I found out about one of today’s strongest cult brands—Buc-ee’s.  Friends of ours who travel regularly on our interstates frequently told us that “you have got to visit a Buc-ee’s on you next road trip. So, on our way to Kentucky last week we took a look and did some research.

Buc-ee’s was founded in 1982 in Clute, Texas, as a convenience store and gas station by Arch Aplin, whose nickname growing up was “Beaver”.  The name not only describes the company’s giant logo with a smiling beaver, but also led to it’s name after the early mascot for Ipana toothpaste in the 1950’s, Bucky Beaver. It took about 20 years before Aplin decided to expand this typical store/station into a mega-travel stop nearly 100 gas pumps and over 50,000 square feet of retail space.  It’s a lot bigger than a truck stop and in fact, does not allow trucks on the property in order to appeal to its rv and auto traveling customers.  The company is known for it’s signature brisket sandwiches, take-away foods, about 50 soft drink and slushee fountains, carmel pecans and assorted nuts and snack, and miscellaneous and unique travel items.  It also boasts the cleanest, most spacious restrooms on the road which were personally designed by Aplin.  These consistently are recognized the cleanest in the country.  It’s a sight to walk into the expanse and note the amount of customers even at 10am on a Tuesday morning.  Customer service is one of the reasons for the cult following.  Despite the size and traffic, Buc-ee’s associates are efficient and friendly and greet customer with a Texas-style “Welcome to Buc-ee’s” while whisking customers through their checkouts without long lines.  Same holds true for the gas pumps which (despite the lowest price on this trip) move cars in and out as fast as the indoor checkouts.

The proof of its success is reflected in the company’s expansion to over 50 stores mostly in Texas and the Southeast and since it’s privately held, the volume numbers aren’t public but if you picture a Wal-Mart or Costco on the day after Thanksgiving, you’ll have a good picture of a typical day at Buc-ee’s.  Yes, there are big, noticeable billboard for several miles before the next exit, but the enthusiasm of their customers in recommending a stop makes it one of the newest, most successful cult brands in the US.

Ken

Watch this video for more info about Buc-ee’s https://youtu.be/XbV4XWpfMyE

LIVE UP TO THE BRAND…EVERY DAY!

 

LIVING UP TO THE BRAND…EVERY DAY!

 

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

KEN BANKS’BLOG APRIL 2023

I’ve shared many presentations on branding over the years and while each one was customized for the particular audience, I always sought to have consistency in my message on what it takes to have a successful brand and a profitable marketing strategy.  I always included an outline of the five steps that I found, after over 35 years in the business, were essential to building a brand that strengthens a product or service’s relationship with its customers.  The final step that I always emphasized as the most important was to LIVE UP TO THE BRAND EVERYDAY!

No matter how well thought out and clear the company’s vision is developed;

no matter how well a company does its research to define its target customer;

no matter how well one defines its value proposition that separates it from the competition;

no matter how complete the marketing and communication plans are prepared…

…it will be unsuccessful if the product or the people selling or servicing it don’t live up to it every day with every transaction.  Too often we make effective and creative promises with our marketing and then fail to deliver on those promises when the customer comes in or orders.

 

We visited Savannah, Georgia, again last week and once again were impressed on how the city has developed itself as a top tourist destination.  It certainly has historical offerings.  It has wonderful dining and accommodations for all types of visitors.  It has a great commercial hub for shipping all over the world that is spectacular to watch on the river.  However, what really impressed me during this extended stay in the area this time, was how the citizens of the city and the employees of the establishments and attractions go out of their way to make the visitors feel really welcomed and appreciated.  And it’s all done with a sincere smile.  Somehow all of the employers and government officials in this town have managed to convince their associates that this place is great and show their appreciation.  Whether it’s the crew on the free water taxis on the river or the servers in the great variety of eating/drinking establishments or the guides and attendants on all the attractions, they consistently brought smiles of satisfaction of all of us.

 

That’s the key to a successful brand.  To be sure to not disappoint the customer at every level of the sales proposition-before, during and after the transaction.  This applies to product manufacturers, retailers, health care institutions, and online services.  In fact, it applies to anyone wanting to have a profitable brand.!

 

Ken

COMPETING WITH SUPER BRANDS–IT’S A JUNGLE!

KEN BANKS’BLOG FEBRUARY 2023

https://youtu.be/jgBgy5MASJ4

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

COMPETING WITH SUPER BRANDS—IT’S A JUNGLE!Another Superbowl has come and gone and most of the news is that it was one of the best Superbowl games ever (although some Eagles fans may disagree).  The hype is finally over. As usual I think the halftime show is over-rated and a waste of time.  The advertising rates have gone bonkers but the hype for the spots continues to grow and so from a pure audience perspective the costs are not surprising.  What is disappointing is that with that high expenditure, the messages for the most part don’t measure up with predicable, copycat creative that leave many viewers looking for more snacks and restroom breaks than watching the messages.  However, as I do every year since I went to Superbowl #3 in 1969 (Joe Namath’s famous game), I watched closely and here are some reactions.It seems that one advertiser uses a celebrity and then the others follow with as many stars as they can “buy”.  The spots should be built around the product/service rather than figuring a way to us a famous person.  And if one is not enough, why not put cameo roles for as many as you get show in 30 seconds.  Others just seem like they are assuming that everyone knows the product and why bother with a USP or benefit statement.    Here’s my summary of some of the spots:

 

THE GOOD

KIA Binky.  https://youtu.be/ZSY0qp6mVCA

Any parent who has travelled with their infant or toddler knows the importance of a pacifier to help baby make it through the trip. Kia makes a case for its Telluride suv and how it can get you anywhere you need to go.

Dunkin Afflek;  https://youtu.be/BBIX9FG6kZ0?t=26

In this case using a celebrity works because Ben Afflek is well known as a loyal Bostonian who also has worked in the drivethru at Dunkin’ Donuts several times in the past.  Dunkin is a local favorite in New England as well as around the country so it makes sense.  Having Ben’s new wife, JayLo, order a donut as well helps make the product sell really work.

E*TRADE Baby investors. https://youtu.be/X8aV2tbCMUM?t=14

Babies are always good subjects and E*TRADE has done this before with the babies with financial investor jargon conversations.  Their hilarious but they also make the point of why online investing is really popular.

Hellman’s. Ham and Brie https://youtu.be/r_xfLBvk-AA?t=16

Here are two celebrities John HAM and BRIE Larson as their namesakes in a fridge with a jar of Hellman’s mayonnaise.  They didn’t need to “sandwich” their message between that not only is this a cute spot but also make the star out of the product.

Jesus.  https://atlas-production-ads.s3.amazonaws.com/11949306.mp4

A big surprise in big game advertising and a message that is really well presented.  Given all of the challenges and hate in the world today, this message is not only timely but one that puts the game into perspective.  Whether you’re a Christian or not it hits the mark.  If you’ve heard about the where the funding comes from to run this, forget about it and think about the message.

THE BAD

GM Electric autos.  Ferrell. https://youtu.be/mdsPvbSpB2Y?t=42

I love Will Farrell as a comic and actor who is always outrageous.  However, this GM elecdtric vehicle spot is outrageously stupid in my opinion.  I didn’t get a charge out of this one at all.

Pepsi. Ben Stiller https://youtu.be/ok38Xuc5UTE?t=20

Another commercial built around a celebrity for a product that everyone knows.  Pepsi has for years beaten out Coke in blind taste tests but this one is a loser.

Rakuten cash back rewards. https://youtu.be/PDh7W0WFTd8?t=2

I never heard of the company.  It’s nothing new when Capital One, Discover, Sams Mastercard and almost every other credit card offer cash back.  I don’t know who this is either but then I’m not their target—even though I got a lot cash back on my credit cards this year.

There are more that are so forgettable that I can’t remember them.  I do know that Patrick Mahomes went to Disneyland after the game!

 

Ken

HOLIDAY BRANDS WITH MEMORABLE CREATIVE!

KEN BANKS’BLOG DECEMBER 2022
https://youtu.be/hhl4wRuo95Y
PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO or CLICK ON LINK

Holiday Brands with Memorable Creative!

The holiday season is upon us and it’s amazing to me how the advertising at this time of year has changed significantly. Thanksgiving week newspapers used to bulge with the amount of inserts and ROP ads. Our mailboxes used to be stuffed with thick Christmas Catalogues. Broadcast spots used to be worth watching just for the great creative messaging. Online has certainly had its effect on all of this mass media. However, it still is a time for great creative messaging that hits our heart on the way to our wallets. Not so much anymore. Yet, there are still some marketers that take the time to capture the spirit of the season with spots that provide a positive perspective on the season. Here are just a few that I’ve noticed this year.

PUBLIX SUPER MARKETS. Always on my list, Publix started the season on target with this great Thanksgiving spot that reminds us that family is still the key to this holiday.

Click here to view this wonderful spot. https://youtu.be/4kAssyB09Bg

AMAZON. One of the reasons for the decline in the media advertising of former holidays. Amazon continues to hit the heartstrings with this special commercial of an unfortunate family situation.
Click on some Christmas joy. https://youtu.be/jQWLKhhWBTs

BMW. Christmas auto spots normally have Santa driving the latest model (in red) of their cars followed by low interest offer. BMW created this cute spot to present how I might get one for Christmas this year.
Click here for a surprise. https://youtu.be/gOxJovrDxzw

SOUTHEAST GUIDE DOGS. One of the best presents I ever gave my wife was little white puppy from the local shelter. Here’s an interesting take on a similar idea.
Click here for an animated spot with heart. https://youtu.be/6P1Jkvlhgrg

LOBBY HOBBY. Another regular contributor to my list of great Christmas spots. Lobby Hobby keeps it simple yet heartwarming,
Click here: https://youtu.be/kOME-jeiJOk

WEST JET AIRLINES. Every year WestJet does miracles for its passengers and communities. https://youtu.be/OSYhPIAIU9oLast year was no different when they helped Canadians get back to travel and seeing their families. Here’s a short video that is truly the spirit of Christmas. Click Here: https://youtu.be/OSYhPIAIU9o

BONUS CHRISTMAS STORY. Here’s an article that I got on Facebook recently that shows that we advertising professional have had an impact on the holiday season. I hadn’t heard this but it’s great to read.

Wow, I had no idea about the origin story of Rudolph the Red-Nose Reindeer! If you aren’t familiar with it either, read below:
As the holiday season of 1938 came to Chicago, Bob May wasn’t feeling much comfort or joy. A 34-year-old ad writer for Montgomery Ward, May was exhausted and nearly broke. His wife, Evelyn, was bedridden, on the losing end of a two-year battle with cancer. This left Bob to look after their four-year old-daughter, Barbara.
One night, Barbara asked her father, “Why isn’t my mommy like everybody else’s mommy?” As he struggled to answer his daughter’s question, Bob remembered the pain of his own childhood. A small, sickly boy, he was constantly picked on and called names. But he wanted to give his daughter hope, and show her that being different was nothing to be ashamed of. More than that, he wanted her to know that he loved her and would always take care of her. So he began to spin a tale about a reindeer with a bright red nose who found a special place on Santa’s team. Barbara loved the story so much that she made her father tell it every night before bedtime. As he did, it grew more elaborate. Because he couldn’t afford to buy his daughter a gift for Christmas, Bob decided to turn the story into a homemade picture book.
In early December, Bob’s wife died. Though he was heartbroken, he kept working on the book for his daughter. A few days before Christmas, he reluctantly attended a company party at Montgomery Ward. His co-workers encouraged him to share the story he’d written. After he read it, there was a standing ovation. Everyone wanted copies of their own. Montgomery Ward bought the rights to the book from their debt-ridden employee. Over the next six years, at Christmas, they gave away six million copies of Rudolph the Red Nosed Reindeer to shoppers. Every major publishing house in the country was making offers to obtain the book. In an incredible display of good will, the head of the department store returned all rights to Bob May. Four years later, Rudolph had made him into a millionaire.
Now remarried with a growing family, May felt blessed by his good fortune. But there was more to come. His brother-in-law, a successful songwriter named Johnny Marks, set the uplifting story to music. The song was pitched to artists from Bing Crosby on down. They all passed. Finally, Marks approached Gene Autry. The cowboy star had scored a holiday hit with “Here Comes Santa Claus” a few years before. Like the others, Autry wasn’t impressed with the song about the misfit reindeer. Marks begged him to give it a second listen. Autry played it for his wife, Ina. She was so touched by the line “They wouldn’t let poor Rudolph play in any reindeer games” that she insisted her husband record the tune.
Within a few years, it had become the second best-selling Christmas song ever, right behind “White Christmas.” Since then, Rudolph has come to life in TV specials, cartoons, movies, toys, games, coloring books, greeting cards and even a Ringling Bros. circus act. The little red-nosed reindeer dreamed up by Bob May and immortalized in song by Johnny Marks has come to symbolize Christmas as much as Santa Claus, evergreen trees and presents. As the last line of the song says, “He’ll go down in history.”

Ken

NEW BRANDS FOR TODAY’S MEDIA!

KEN BANKS’BLOG OCTOBER 2022

https://youtu.be/PFpKC33iS0g
PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

DIFFERENT BRANDS IN TODAY’S MEDIA!

It’s that time of year when everything starts transitioning to the holidays.  In years past that meant that the advertising world put their best foot forward, hyped up the media budgets and produced some of the most memorable ads, commercials, catalogues and mailers.  That was a time when retailers dominated the marketing messages that we all looked forward to and enjoyed seeing.  Times have changed.  Most of those retailers no longer exist.  Those that remain have been dominated by price/item ads with little more reason to shop than a good buy. There are still some that will make the effort to provide thought-provoking or heartwarming messages that set the spirit of the holidays.  However, with the change in media opportunities and lifestyles, marketing is no longer the world of retail.  This struck home the other day when my seven-year old grandson, Michael, asked me if I knew who Morgan & Morgan was.  They are, of course, the largest personal injury law firms in the country and John Morgan and his family dominate the marketing messages.  Michael said “You know the ones who say “For the People” or “pound (#) law that’s all”. He could recite their messages and talked about Morgan as if he was Spiderman or Blippi. If I asked him who Macy’s was, or what Old Navy was, or what a pair of Levi’s are, he would have no idea.  The media and the messages have sure changed, and I thought it would be worth looking at what marketing messages now dominate the advertising scene.

 

LAW FIRMS.  I noted three separate firms advertising in one commercial break the other day.  They are all anxious to help you win your lawsuit or squeeze the insurance companies out of their large sums of cash.  Most, like Morgan and Morgan, feature the firms’ partners or their kids or grandkids.  Most promise that there is no charge unless you win. Some have good creative with a brand strategy that separates them from the pack.  We see their photos on billboards, busses, posters, postcards, online messages—just about everywhere.  No doubt this works and when a person without a personal attorney suddenly has a need for legal help, top-of-mind awareness certainly is critical.  Let’s not forget the attorney reference firms like AskGary) and the multitude who will help you get out of your timeshare contract, sue Camp LeJeune and other government agencies, help men with a divorce, help reduce our credit debt and on and on.  Legal advertising is booming.

 

PRESCRIPTION DRUGS.  If you watch or listen to any programs that target an older demographic group, you won’t miss at least 3-5 Rx messages per hour (and sometimes in the same break.  Not to mention the online messages and direct mail.  Big pharma has jumped in to build awareness for these ubiquitous names with patients and medical professionals alike.  The spots always seem to show people enjoying life thanks to the relief from one ailment or another.  A celebrity (like Cyndi Lauper for psoriasis) also helps gain recognition and awareness.  There are just so many (I counted 10 on a CBS Sunday Morning show recently.) that I believe the consumer is being bombarded like the sale ads used to run for retail with little or no impact.

 

AUTO DEALERS.  Car ads have been a major media staple for years.  However, it now seems that the car manufacturers overspend with spots on everyone of the thousands of cable channels and the repetition on network and local media with most models and brands that look alike seems to be overkill.  Every now and then a dealer will actually give you a reason to choose them over the others because of something they do differently or their commitment to service, but to have the dealer owner (or now the sons and daughters of the founders) .Then there are the regional dealers associations with their offers, the spots from the manufacturers themselves (which also tend to be so repetitious that I’m sure many viewers get turned off rather than interested in the models being marketed). Add to all this clutter the multitude of online and pre-owned companies that have proliferated and it’s too bad that the chip makers can’t supply enough to have those models in stock when a customer finally goes in to buy.

 

NETWORKS.  Now that there are so many networks and streaming services, it’s hard to tell which programs are on which “channel”.  This is exacerbated by the similarity in the programming from super heros to explosions to reality contests to silly sitcoms filled with politically correct relationships.  It’s hard to keep a hulu separate from a fubu or a roku to me.

 

MEDICAL SERVICES.  Some of the best branding, I think, on media now comes from the hospitals and clinics that now fill the airwaves.  Add to this the physician specialists and groups that now use mass media and it’s hard to choose where to go to get the best medical care.  Add to these at this time of the year with all of the Medicare advantage programs that are soliciting  based on no premiums, no copays, no reason for being.  Just one more mailer or one more text message and I might just change

 

CELLULAR SERVICES.    I could go on but I have a text coming in.  Back you next month!

 

Ken

BRANDS THAT ENDURE!

KEN BANKS’BLOG JULY 2022

PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO

 

BRANDS THAT ENDURE!

 

 

Traveling around our country, it’s interesting to see the local monuments that have become symbols for their cities and their citizens.  It always amazes me how no matter how much construction, renovation, or urbanization has taken place, that these works of art continue to sparkle in a changing environment. My recent visit to the Marshall Fredricks Sculpture Museum in Saginaw, Michigan, I was particularly moved by the number of his sculptures that have been used by metropolis’ around the country as well as major office and shopping centers. Just as these symbols have endured decades of change, there are many successful brands that continue to resonate with their customers, old and new,  despite the intense competition and changes in consumer trends.  Here are just a few of the enduring brands.

 

McDONALDS. The pioneer of fastfood stores. McDonalds continues to be the leading brand by constantly improving its operations with technology and efficiency.  They stick with the menu offerings that are customer favorites, like their fries, Big Mac’s and Quarter Pounders while constantly testing new items and tweeking some of the older ones.  Their marketing sticks to the basics that got them where they are, while updating the messages to appeal to new generations and creative that is updated and well-targeted.  Their stores continue to be updated and geared for the increases in drive-thru business as well as online ordering.

 

LEXUS.   The car that revolutionized the automobile luxury category.  Continues to outsell its like competition with updated models, technology, and marketing that still appeals to the common sense as well as the great feeling that a Lexus owner gets every time they start up the car.  Their dealerships also continue with upgrades that making car service calls hassle free in a comfortable environment and the personalized service in sales as well as service/parts still is one of the best.  The new styling continues to be upgraded while maintaining some of the classic lines that have made it the most popular brand in its class.

 

COSTCO.  The warehouse store that makes shopping an adventure every time you go.  There’s always something new and the displays promote spontaneous purchases.  The highlight is the food department where the food always looks fresh and the offerings are well geared to today’s consumer who like the convenience of ready to cook meals.  Add to this, a staff of well-motivated employees who always seem ready to help with a friendly smile and with only CRM mailings for marketing media, the chain continues to grow.  And, don’t forget those roasted chickens that are the best reason to shop there!

 

WALGREENS.  For years, I fought the competitive battle with Walgreen’s while I was at Eckerd.  I always thought their marketing never lived up to their operations, however.  Their technology is second to none when it comes to the drug store business.  They’ve dropped the weekly ads and stick with in-store monthly specials and online marketing.  The best part of the brand is the ongoing improvement in their customer communications with a system that keeps the pharmacy customer up to date on their prescriptions and concepts to make staying healthy easier.  Their system of reminders and auto refills is excellent.  And their marketing is always consistent to a customer who is in the store once or twice a week on average.  They continue to tailor their offerings by store to the demographics and geographic locations of their stores as well as anyone in retailing.

 

MORGAN & MORGAN.  For those of us who have said “ Enough already” to the plethora of attorney commercials that have taken over the airwaves, I have to give credit to the Florida-based law firm that was the pioneer in mass marketing for their service.  John Morgan is as familiar as Colonel Sanders, Ronald MacDonald, and even Samuel L. Jackson (What’s in your Wallet?).  The company has taken a family run personal injury law firm and made it the largest of its kind in the country with localized service in their many offices, a consistent marketing message that features Morgan and his sons, but always make a credible impression that they will be on your side with a large staff of professionals. The firm boasts of more than 800 attorneys, offices in almost every state and major city in the country, and over $13 Billion in awarded claims.  Yet, they still come off as a personal attorney who is concerned with their clients and will use their personal injury expertise to help their clients defend themselves with the insurance and high-powered corporate attorneys out there.  They have used mass media to build high awareness while getting their message across. At the same time, developing technology to make it easy to contact them with their #LAW text platform as well as their “For the people.com” website.

 

These are just a few examples that demonstrate the strength of maintaining a sound brand strategy and then constantly improving not just the message, but reason for being of the brand.

 

Ken