Please note that KAB Marketing is no longer operating as a consulting and presentations company. The Blog "What's Branding Got to Do with it?" will continue to be published on a regular basis.
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.!
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:
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.
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.
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.
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.
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.
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.
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.
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 BANKS’BLOG DECEMBER 2022 https://youtu.be/hhl4wRuo95Y
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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.”
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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!
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.
My recent visit to Savannah, Georgia, was short but enlightening. Not having been to the South Georgia city for over 10 years, I was impressed at how the city continues to revitalize itself as a destination for tourist and businesses. The city has long been one of the busiest ports in the US (second only to NYC/New Jersey in container traffic and it’s river front has been the core for much of the city’s revitalization. To be sure the growth of hotels and fine dining have helped Savannah rival other southern cities as a visitor destination. The squares that define the city have long been historical markers for the city and for the many stories that have been written about it, but the entire area continues to get more appealing for business and entertainment.
This is a typical rebranding story that is going on around our country and is representative of the rebirth of downtown areas in large and small cities alike. Here are some other examples of cities that recognizing the changing attitudes of their citizens and, as a result, are rebranding themselves.
DETROIT—Our final destination on this recent trip continues to experience revitalization from the industrial hub that it continues to be to great place to live and visit. The construction of a new international bridge connecting Detroit with Windsor, Ontario, will replace the depression era Ambassador Bridge which has long been a landmark that has failed to keep up with the growth in population and traffic between the two cities. The Michigan Central train station which had been one of the country’s largest and busiest decades ago before falling to vacancy and disrepair is now a target for rebirth and a new hub within the city. Greektown continues to give downtown a unique personaliy as well as energy from the casino’s that now draw many visitors to the metro area. Belle Isle was once the jewel of the Detroit River and is now a state park with many natural attractions as well as the home of the Detroit Grand Prix minutes from downtown. The downtown monorail is back in business and giving the core of the city a boost in energy along with the new Little Caesar’s Arena for hockey and basketball and the new School of Business for Wayne State University next door. The city will receive $826 Million in funds to continue improving the core for both business and residential growth,. There are still pockets of disrepair but there is a spirit in the city which provides promise for the rebranding.
ST. PETERSBURG/TAMPA. St. Pete has been on the move for several years now as it re-brands itself from the retirement haven that I found when I moved here in the ‘70’s to a a cosmopolitan city on the Bay that reminds me of many coastal cities in Europe with sidewalk café’s, boutique hotels, world class museums and art galleries, live theaters, a new pier, and updated parks on the waterfront. Tampa has long been the commercial hub of the Bay area, but it’s downtown was more like a ghost town after working hours. That’s not the case as the city has rebranded itself with a destination Riverwalk along the downtown shore with parks and museums and new hotels and restaurants. The hockey arena buzzes all year long and new hotels and a world class broadway theater and concert hall have brought life to the city all day and all week.
MINNEAPOLIS: I’ve always liked downtown Minneapolis with its inter-connected walkways to help keep downtown alive even in the coldest of winter days. The city has always been progressive and it has revitalized its North Loop from an industrial wasteland with artists coming to the area in the ‘90’s, a bustling Farmers Market, the Hewing Hotel in a former warehouse and renewed energy.
CINCINNATI: A city that I got to know during my early Procter & Gamble days, Cincinnati always surprises me with its historic residential areas and it energized downtown, It’s Over-the Rhine district has been revitalized and the Findlay Market (the city’s oldest) has been renovated as well. The train station is now a hub for entertainment and the Underground Museum is world class. The pedestrian bridge across to Newport, KY, is also a great venue for local events.
MILWAUKEE: The Third Ward, an 19th Century industrial district, has been reborn as a hub for artists and studios as well as the Broadway Theater complex. A reborn riverwa;k and public market make this city once known mostly for its breweries into a great place to live and play.
PITTSBURGH: Once the hub for the steel industry, the city has had a rebirth as one of the top cities in the US to live and work.It’s East Liberty neighborhood with its new Ace Hotel in the former YMCA and Hotel Indigo has led the way to the area’s rebranding. Tourism and relocation have led to the areas growth and revitalization.
RICHMOND: It was great to return to the former capital of the conferate union where we lived during my short stay with Circuit City in the ‘90’s. We were attracted by the beautiful neighborhoods both old and new when we moved there. There is a sense of pride in the colonial atmosphere and décor that make it such a comfortable city. The downtown has energized the rebranding of the city with development along Broad Street from downtown near VCU and its art center to the western suburbs. The rapid growth of shopping and chain restaurants has given way to boutique hotels , galleries, the National Theater and the Hippodrome. While the monuments to the south have departed the historical and traditions of this city have made it a hub for financial and hospitality organizations.
These are just a few that I have visited, but there are more smaller and lesser known cities that have rebranded themselves. While retailing in the age of mega-malls has definitely dwindled, the return to cities and towns that welcome people and homes have helped rebrand the US cities.
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