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SCULPTING A SUCCESSFUL BRAND!

My recent trip to Winter Park FL near Orlando was full of surprises.  The most surprising was the Albin Polasek Sculpture Gardens and Museum.  I was surprised to learn about Albin Polasek who was one the top sculptors in the world and that he had been director of the Chicago Institute of arts for decades before relocating to Florida in his seventies.  He built a home studio modeled after his Moravian roots and continued to sculpt, create, and teach until his death in 1965.  I was surprised at the wonderful sculptures around the gardens. I was also surprised to learn (during our docent’s presentation} the steps that were involved in creating a bronze sculpture.  Each step was arduous and critical to the quality of the finished piece.  As I learned about this process, it reminded me of the steps that I have learned are critical to the develop a successful brand strategy.  We tend to think that the sculptor takes the raw material (bronze, marble, or plaster) and then chisels and polishes it to its final stage for viewing.  I learned there are several other steps requiring molds, liquified bronze, casting, re-casting, welding and assembling before the sculptor begins to have the statue take on its life. 

The same is true of an effective brand.  So many marketers believe that all that’s needed is to develop a new ad campaign, logo, or slogan and produce a creative message and “Voila” there’s a new brand.  I’ve long maintained that there are four critical steps before you get to the final step of communicating with the customer.  First, you need to develop a VISION for the product or service and detail how it will be differentiated from other similar products already on the market and what value it will provide.  Second, you must do RESEARCH  to understand the marketplace, the competition, consumer trends and your products current perception (if it already exists). Third, determine the emotional VALUE to your customers.  What appeals to their heads (the facts, specifics, product details) and their hearts (values, emotional response, personal benefits).  Finally, develop a detailed PLAN on how you are going to reach the customer.  This isn’t an ad schedule, but this specifies the steps that need to be taken logistically, organizationally, and financially that will enable you to live up to your vision.  These must be done during the Developmental phase of the strategy just as the sculptor goes through the detailed and often arduous steps in preparing to create the final object.  Next, the Implementation phase requires the communications plan that will deliver the message to the organization (first and foremost) and then to the consumers which includes adapting this plan as you learn what’s working and what’s not in reaching the customer. 

There are many successful brands that have followed this process over the years, but here a couple of today’s most successful brands that I believe have done the work necessary in developing their brands that are recognized as the most successful in their categories.

AMAZON.  At least 2-3 times a week, I am reminded of what a powerful brand Amazon is as I pick up a package at my front door.  I am amazed at how easy it is to do business online with the company; how much time it saves us in not having to shop around; how quickly our order is processed and delivered; how easy it is to return if I didn’t get the right model or size; and how great the value is at the prices that are competitive to any retailer.  No wonder that last year the company’s sales increased 22% to nearly $470 Billion and its net income increased over $33 Billion in 2021. What started out as simply an online book retailer has now spanned the globe with products from every category—both consumer and industrial—that the market is looking for today.  Their marketing is legendary and creative, but the steps that they had to take logistically to be able to do what they do so well required a vision and a plan that exemplifies what I outlined above.  As I drove by a line of over 30 gray vans on their way from the Amazon Distribution center near Tampa the other day, I was reminded of the technology, the facilities, the logistics and the communications that it took to build this business model. Yet, they realize that it’s people who make all of the steps come together.  Here’s a commercial that talks about the people part of Amazon.

Click on this link:  https://youtu.be/1Jzw3zJKHsc

CHICK-FIL-A.   Who needs another fast food restaurant anyway?  Chick-fil-a has set the standard in today’s competitive market.   I am amazed at the double lines a the drive-thru every day at every hour at these stores.  Especially notable is to look around at the other fast food chicken places, like KFC, PDQ, Zaxby’s, and several others who barely need a drive thru window to meet their customer demand.  What started out as a small (t was called the Dwarf House) diner in suburban Atlanta is now a chain of over 2700 very busy outlets with over 200,000 employees who love working there. This didn’t happen by accident Truett Cathy had a vision for his company and then developed a strategy that differentiates it from all the other fast food outlets. It all is focused on its people and its communities.  As Cathy said:  “We should be about more than just selling chicken. We should be part of customers’ lives and the communities in which we serve.”  If you talk to a Chick-fil-a staff member or manager they will quickly spell out to you how they live up to this promise at the store every day.  Then they will rave about the company, its food, and its policies.  And they will do this and it easy to understand how they have this tremendous growth and still be closed on Sundays. The company has been rated the #4 restaurant in the entire country by
Restaurant News and the top drive-thru by QSR Magazine. It all started out with developing a brand strategy that the company lives up to every day. Here’s a commercial that share its people philosophy.  Click on the link: https://youtu.be/Oyp3pHRxE3M

       Ken

KEN BANKS’ BLOG DECEMBER 2021

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GREAT HOLIDAY BRANDING!

Merry Christmas.  This is always a great time to think about the positive things that have happened in our lives over the years.  It’s also a time for “hope” for the future and for peace on earth.  For marketers, it has historically been a time to aggressively go after the largest seasonal selling period of the year. It’s also been the time to open up the advertising budgets and fill the airways and media with messages to reach more and more customers.  For many, it has also been a time to strive for outstanding creativity with messages that not only are memorable but that also instill the true feelings of hope for family and friends…and the world we live in.  Unfortunately, the retail landscape has changed and some of the great commercials and ads no longer make it to the public as budgets and retail itself have diminished.  Yet there are still some who make the effort and commitment to make the world a better place through their holiday messages.  After an extended period of negativism in political advertising and posturing that has gone to lower levels of insult and bitterness, it’s comforting to see marketers take the time to make a positive statement that goes far beyond another sales ad or promotion.  Once again this year, here are some of my choices that reflect this positive trend.  I share these with you with the wish for a safer, more peaceful world and nation this year.  Happy New Year.

Publix Attic

Every year that I have presented the best Christmas commercials, Publix has been one of the best.  Why?  Not just because we shop there every week, but because they just do some of the best advertising in any industry.  Here’s how they describe this typically great spot: Christmas is the time of year when magic means finding goodness in each other. And that is the heart of this story about a little girl, an older neighbor, and a fella named “Mr. Snowman.” Let’s go on a journey with these characters and watch as they make a connection and give each other a reason to believe in the season. Get inspired and share the magic with a friend.

Click on the link to view:

Chevrolet-Holiday Ride

Chevy is part of the American scene and has helped make special memories for its owners for decades.  This year’s Christmas spot is a wonderful story about a Chevy convertible and a loving daughter brings a depressed dad into the holiday spirit

Click on to view:

Amazon—Kindness the greatest gift. 

Amazon has changed the way the world shops and the success is based on how they make it so convenient to get just what you need quickly.  Here’s a spot that tells a story of kindness and a simple but meaningful gift made possible by Amazon.

Click on to view.

coca cola—Real magic

Coke is part of our lives.  Especially during the holidays.  Here’s a neat story of how a young boy’s dream and creativity make Christmas a special time for a neighborhood to celebrate and enjoy a Coke as well.

Click on to view.

Aldi Europe. Christmas carrot

Aldi’s advertising in the US has been pretty basic. In Europe where it’s based, the grocery chain has done some great advertising and their Christmas Carrot spots are the highlight of the season’s spots in the UK.  Each year there’s another cute, memorable story about this magical carrot and this year he meets up with a banana with a familiar Christmas Carol name.  Click on to view.

Chick-fil-a—Evergreen Hills

There has a cult following that keeps people lining up at their fast food stores all hours of the day. I’ve never been as avid about their food as I have about their marketing for years.  Here’s an animated campaign that they keep refreshing to bring out the spirit of community and family that has been the hallmark of their success.

Click here to view (Be sure to skip the ad first).

Hope you enjoyed these and enjoy the spirit of Christmas all year long

Ken

KEN BANKS’ BLOG NOVEMBER 2021

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GREAT BRANDS CAN DO GREAT THINGS

Successful brand strategies historically have been the key to aggressive growth by American companies. As these companies have grown into multi-billion dollar conglomerates, the benefits to industries, investors and local economies have been the cornerstone of our capitalistic society. It has made a lot of executives and investors very wealthy. However, some the longest lasting benefits from this growth in wealth has been those that have resulted in re-investment by corporations, foundations and individuals into technology, innovation, research and (just as important) into charities.  As we look around our country and see its most important accomplishments, we have to thank the capital growth that provided the foresight and knowledge that have been the landmark of our success.

The investment has never been greater than the past year where we have seen three major brands and the parent companies invest in space travel.  Jeff Bezos, Amazon founder and world’s richest individual, has always donated much of his wealth to charities and foundations for a better society.  Amazon’s investment in robotics and clean energy have benefitted the company for sure, but the innovations have changed the way many companies are doing business as we move away from brick & mortar retail and distribution.  His most recent investment into space exploration and travel has attracted media and public notice this past year like nothing before.  He personally invested over a billion dollars while the company and foundation have reportedly invested the $5.5 Billion needed to launch the first Blue Image rocket a couple months ago. Let’s not forget the $28 million donated to become one of the passengers.  Bezos had competition in the space race with fellow billionaires Richard Branson ($250 million) and Virgin Galactic as well as  Elon Musk’s Tesla/SpaceX (nearly $100 billion) also launching space missions this fall with more scheduled soon.  Certainly, these ventures will have significant benefits to technology, travel, and transportation in the coming years, just as NASA’s investment in space has changed the way the world lives in so many ways.  For that we all must be grateful to the benefits of capital growth and successful entrepreneurs like these three.

As we approach Thanksgiving, however, I can’t help but think what even more far-reaching benefits could be realized from these billions of dollars spent to launch rockets could be realized in other more direct ways.  How much of these funds could have been used to research the viruses that have plagued us now for almost two years.  Could we have prevented the pandemic had we spent more to research in advance?  I think about the toll that Alzheimer’s has taken on the lives of millions around the world and dream of a cure that may have been developed to prevent or treat this deadly disease.  The same holds true for cancer and all the various types that so many of us have experienced in the past few years.  We can go with all of the other ailments both physical and mental that we might be able to cure or at least understand more completely if we have the funding to do the research and testing necessary.  We can also fund the education and training that is necessary to develop the solutions by offering more schools and scholarships to help develop the expertise that necessary.  The government has just passed a bill to fund trillions of dollars on infrastructure needs that effect our way of life and this is long overdue.  The infrastructure of our medical and education needs are no less important and may be even more necessary in the future.  So for those companies (brands) and individuals that have shared their wealth in making the world a better place, we should all give thanks and hope that they will continue to explore all the needs here on earth as much as in outer space.

Happy Thanksgiving.

KEN BANKS’ BLOG AUGUST  2021

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CHEER FOR CULT BRANDING!

One of my bucket list items has been to visit some of the historic major league ballparks that I’ve been watching my Tigers and now Rays play at over the past many years.  I’ve been to Tiger and Comerica stadiums in Detroit and have been to the original Yankee stadium and Wrigley Field over the past few years.  This year we decided to head for Boston and see our Rays play the Red Sox at historic Fenway Park. In addition to being the oldest major league ballpark, it’s also a tradition among Bostonians regardless of age and demographics.  Going to the park, you could feel the magic as soon as you entered the gate, there’s a spirit and energy that is unlike any other ballpark and a loyalty to the team that has become a cult brand for its many fans for years.  Cult Branding is the title of a book written a few years ago by my marketing guru, expert and my friend B.J. Bueno who describes a cult brand as one that “with the right combination of positioning and branding takes on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers.

The Red Sox certainly have accomplished this over the years.  One can hardly travel around the country or visit a tourist attraction without seeing Red Sox hats, tee shirts, jerseys, jackets on people men, women, and children.  And if you mention the team to them, they’ll immediately give you an emphatic opinion and commentary on their most recent games and standings.  This week was no different.  We showed up at Fenway with our Rays hats and shirts on and were immediately caught up in several discussions about how our team was leading the league standing over Boston by 5 games but how the Sox would be back soon.  Even after their team fell behind 8-4 in the ninth inning the over 30,000 fans emphatically sang the “Sweet Caroline” anthem that has become a Boston trademark.  We decided to sign up for a Fenway Park tour the next morning and the brand was even more strengthened as we went from a Red Sox merchandise store as large as Dick’s Sporting Goods to a tradition-filled explanation of the history of the stadium and the team.  Of course, the stadium is unique with the Green Monster left field wall and short right field stands, but who would expect a functioning roof-top garden that provides produce to the concessions and museum that recounts the team’s history.  When they talk about the Red Sox Nation, there is no other group of “customers” that are as loyal or enthusiastic—a real cult brand!!

Other successful brands have followed the Red Sox lead and developed the same type of loyalty with an effective brand strategy and effective marketing.  Here are just a few”

Chick Fil-A. The Atlanta fast food company has broken all the rules in building a loyal customer base.  Go by a Chick-Fil-A at any time of the day (except Sundays) and there is a double line of cars in the drive thru, a full parking lot and a staff that lives and breathes customer service.  They’ve taken a mediocre chicken sandwich and build a menu that people love and are almost addicted to. Basic fare but consistently served and loved by customers of all ages.  Their famous “Eat Mor Chickn” with the cow spokespersons are loved and effective as any long-running campaign in the fast food industry.  Go to any sporting event and they have a spot the Chick-Fil-A cow in the stands who needs no explanation and is universally recognized.  The company’s involvement in their local communities only build their brand and developed a loyalty that is unsurpassed in the industry.

Harley-Davidson motorcycles.  B.J.Bueno discusses this cult brand in detail in his book and there is no doubt that when it comes to motorcycles there is no brand as well-known or as promoted by its customers.  If you need proof just go to Sturgis or Daytona Beach at bike week and you’ll witness a cult-brand in action  like no other vehicle.

Tesla.  Elon Musk has developed the electric vehicle market and a cult brand at the same time.  Owners love the car and the technology  which rivals Apple products in design and state of the art  features that have helped it grow and made him one of the richest people in the world.

Costco.  A warehouse store is a warehouse store. Right?  Not when you look at the performance of Costco which has developed a cult brand of its own despite respectable competition from Sam’s Club and BJ’s.  The company has developed its own brands that consistently rate highest in the Consumer Reports rating for quality and reliability.  The store experience is second to none without providing real customer service—except when you need it.  The food quality and presentation make you hungry and loyal despite long-term food chains who also do a great job over the years. The wine selections is outstanding and offers low priced brands and high-end vintages that appeal to all customers.  Their sampling stands are a draw that builds loyalty and sales in-stored while adding to the ambiance of the shopping experience.  Electronics, auto service, optical, Rx, and contract services all continually live up to the Costco brand that has a loyal and excited customer base.

Apple. Another featured brand in the book.  Apple continues to develop a loyal customer base (that includes yours truly) with not only state of the art tech products but with customer service that never disappoints.  Whether it’s online, by phone, or in one of their bustling stores, Apple always makes the customer feel important by never talking down to them and always satisfying their needs. One only needs to take an airline trip and watch the number of passengers swiping their i-phones as they board to appreciate how Apple has become part of everyday life for so many customers worldwide.

Amazon.  Does anyone not use Amazon for almost anything you might need?  The company has made buying so easy and fool proof there is no surprise to see the gray Amazon vans several times a day on your neighborhood streets (and in our front drive).  Using the Amazon site makes getting the right product and then using it easier than ever and the company anticipates customer expectations before there is a problem. Refunds, exchanges, re-orders are all made easier by a brand that has changed retail forever.

So, the Rays beat the Red Sox 2 out of 3 but the loyal cult of fans at Fenway kept cheering till the end of the ninth inning just for the experience,

KEN BANKS’ BLOG APRIL  2021

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A LOOK AT THE STATE OF BRANDING AND MARKETING

As we approach the end of the month of April, it’s pretty common to look back at where we were last year at this time as the COVID pandemic had impacted our lives and our world in such a short time.  There have been a lot of changes over the past year and hopefully as we learn more and things start to improve with the rollout of vaccinations and understanding this deadly disease, we’ll get back to business as usual.  In the marketing world, this is now business as usual and changes that have occurred over the past several months are likely to have an imprint on our future.  As the foundation for marketing success, branding has certainly been in a state of flux as we have adjusted to the new demands and purchasing habits and expectations.  So, I thought it would be beneficial to take a look at some emerging trends that have change the way marketers have sought to communicate with and motivate their customers.

Like so many others, I’ve watched a lot more media and used the internet for more than ever to cope with the changing world we have lived in the past year.  And being a student of advertising for many years, I thought I’d share some observations of what’s been going on in the marketing, advertising, retailing and service world out there.

LOUDER VOICES.   Here are some trends that have really started to dominate the media. 

Legal Advertising.  No matter what market you are in the amount of advertising being done by law firms has grown exponentially over the past few years, and it certainly has helped many firms grow significantly, especially in the personal injury and litigation arenas.  While I haven’t travelled as much this past year, no matter where I have gone, I have been inundated by similar messages by aggressive, tenacious lawyers who want to win and won’t charge you if you don’t win.  Creative is as predictable as auto dealer advertising with principals or founders in their offices or with their families (many of whom are also attorneys in the firm).  They are all looked on as demons by the big insurance companies and their attorneys, or they are always the best divorce lawyers for both husbands and wives.  And if you don’t believe them, just “Ask Gary”.  I have noticed some improved creative from some of the larger firms like Morgan and Morgan (who were one of the pioneers in legal advertising) and targeted messages indicating that they now offer multi-lingual support recognizing the growing immigrant populations in most markets.  The message have spread across all media as well as on the internet as well, and we can expect this to grow and expand.

Medical Advertising. Another profession that never marketed themselves in the past but has grown significantly. As medial practices have merged and expanded into larger conglomerate named firms, their marketing has grown as well. Whether it’s dental clinics, urgent care centers, cancer centers, cardio centers, or vein treatments, the patient is being educated that there are many choices and expanded specialty expertise to choose from.  Hospital and Health Care conglomerates have long been branding and marketing themselves (quite effectively) over the years, but the trend has now become more specialized and not unlike legal communications from senior practioners touting their expertise and services.  The expansion of internet marketing in the medical field has been long overdue and the addition of patient portals has improved the quality and timeliness of communication that has been long overdue.  The increase in zoom/tele-counseling appointments is a great benefit to physicians and patients alike.  No longer is the need to wait weeks for a follow up with your doctor when he/she can have a face-to-face discussion with you to discuss your treatments and follow up to lab results as needed.

Prescription Advertising.  Here’s a consumer product marketing specialty that has exploded over the past few years.  Find a program that is targeted at a mature audience and it’s not unlikely that here will be four or five Rx medications being promoted in one program (more if you watch CBS Sunday Morning like I do each week).  The formats tend to be very similar as ad agencies now specialize in this category more than ever.  Lifestyle video with families and social events with subtle mentions of the symptoms or disease followed by enough side effect warnings that often overpower the benefits of taking the medicine.  As the cost of health care continues to grow, especially prescriptions, one has to wonder how much the exorbitant costs of medication are due the increased marketing costs that are built into the prices.

Internet & Wireless Services. With the explosive growth of these service over the past several years and the mega-mergers of companies that have accompanied this growth, it’s no surprise that the marketing budgets and promotions have grown as well.  What’s surprising is that creativity has not kept up with the amount of spending on all media that the internet and wireless services Frontier, Verizon, ATT, and Spectrum as well as all the others in this industry bombard us with message, but in my opinion their creativity is often silly and doesn’t respect the intelligence of most of their customers.  A rational approach would seem to be a lot more productive but as the usage continues to skyrocket anyway, there seems to be no end to the mediocrity.  I have noted a smart campaign by Spectrum Business where a “counselor” has across the table interview with various smaller business and has a no nonsense, very credible conversation of the advantages of the Spectrum Business plans for their business.  Other than that, give me a break.

 Fast Food/Quick Serve Restaurants.  I’ve always been a big believer in food stylists creating entrees and sandwiches in their marketing that make your mouth water no matter what time of day the ads run.  However, the trend now seems to be how grossly overstuffed can you make a burger, wrap, burrito, or breakfast that almost causes one heartburn just to look at it.  At a time of diets and fitness, it seems like just making the food look fresh and tasty would be more effective. McDonalds seems to get by focusing on the beef patty or chicken breast without a lot of garbage piled (baked beans?  Honey bacon? Spiced onion rings? Give me a break!)

Amazon.   Kudos to this phenomenal company for being timely, customer driver and on target with great marketing in all media. Their website is easy, interactive and responsive to you needs.  And their policies build trust and convenience like no other retail operation has ever done.  I miss the great retail campaigns of the past—even some of the catalogues and inserts—but Amazon has helped me not even want to shop a store anymore (except for Costco, Ikea, or Home Depot). 

Marketing will continue to change as our lifestyle transforms over the next few months.  The need for a sound branding strategy and customer-driven marketing will only grow in importance.

KEN BANKS’ BLOG FEBRUARY 2021

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BIG GAME AND BIG BRANDING OPPORTUNITIES!

Well, it’s been an exciting year in my hometown Tampa Bay area, despite all the challenges and downers of 2020, Our sports teams have given us a lot to get excited about with a Stanley Cup by the Lightning in hockey, a World Series near miss by the Rays in baseball, and a Super Bowl victory by the Buccaneers in football a week ago.  Of course, it’s also a time for marketers to try to take advantage of the huge media coverage to bring out their best creative and largest individual media spending each year. 

Once again, the Big Game brought big commercials some of which were well spent on furthering the brand.  Then there were others that caused a lot of us students of branding to say, “What were they thinking?” with messages that in my opinion miss the mark.  I have said for years in this business that the best branding is done with consistent, year-long marketing strategies that build not just awareness but a relationship with the consumers.

Shooting your wad on one spot or a few spots at the holidays or on the Big Game in most cases is just that—a waste of money.   Here are some spots that give us a good example of great creative and a sound brand strategy that is consistently built throughout the year.  Click on the links at the end of the discussion to view the spots.

JEEP.  An American brand with patriotic roots as a military utility vehicle as dis-unity pervades the US and many of our systems.  The vehicles are worked into the message and complement the brand strategy that has been built over the years as America’s first SUV.  It’s an inspiring message but the brand shines through as the vehicle representing middle America.  I do feel that Bruce Springsteen as the main character was unnecessary and a distraction as I found myself trying to figure out if that really was the Boss in the middle of Kansas.  However, the message was powerfully written and produced and was extremely timely even in the middle of the Big Game.

 Click here to view and be inspired:   https://www.youtube.com/watch?v=-gPOPLrUfyw

TOYOTA.  On the other hand, we have an inspiring spot with the compelling real-life story of Jessica Long, an adopted, handicapped athlete who rewards her parents for their confidence and acceptance by becoming an Olympic swimmer.  The spot confirms Toyota USA’s commitment to being an American manufacturer and employer with American commitment to excellence.  The only problem for me was that the story was so compelling and so wonderfully produced that I missed the Toyota sponsorship and brand.  It wasn’t until I was asked what I thought of it and it was identified as a Toyota spot that I realized who was making this wonderful statement.

Click here to view:   https://youtu.be/fqWG5_7nwyk

M&M’s:  I love M&M’s and I believe so do the majority of others out there.  In fact, in one of my previous positions, I had a Waterford crystal jar of the treats that melt in your mouth not your hands on my office conference table.  I always believe you couldn’t help smiling when you have a handful of these candies and my associates seemed to agree, even if I didn’t always agree with their proposals or reports.  M&M’s has always had clever spots in the big events and this one drives home the message in a clever way that no one can stay upset with you if you offer them a bag of M&M’s as a token of asking for forgiveness and brings a smile with great creative and production.

Click here to view and grab a handful if you can.  https://youtu.be/lKUcHcizEMc

Rocket Mortgage.  I’ve always enjoyed Rocket’s creativity in establishing itself as a leading source for home financing.  When it comes to mortgaging your house, there is always some intrepidation about whether you are getting the best financing without any strings attached.  Tracy Morgan is effective as himself in demonstrating that being “pretty sure” doesn’t cut it in many situations, especially getting a mortgage.  Rocket consistently has stand out creative in their ongoing messages and I thought their Super Bowl Squares online promotion got many viewers involved (including myself (6&4 didn’t cut it with a score of 31=9) and surely developed a data base for more personal messages in the future.

Click here and I’m pretty sure you’ll get the message.,  https://youtu.be/EMgA-y2nRWE

WALT DISNEY WORLD.  As you can tell by my welcome video, the ongoing “I’m going to Disney World” campaign that has been running since 1987 featuring the MVP’s of all the Super Bowl right after the game is over exclaiming that the next best place to celebrate the victory (or any other special event) is at Disney World.  Their message throughout the year always promises a special time in a special place and the place consistently exceeds its brand promise at the parks and resorts.  Having the foresight to get both Brady and Gronk was a no brainer this year (especially for the Buc’s GM and coach. 

Click here to view a spot that is easy to shoot but ingenious in getting it done in such a timely manner.:  https://youtu.be/xHOgwub8apc 

There are some others worth noting, but here are some that should have saved their money or re-visit their brand strategies.

Samuel Adams.  I thought it was a Budweiser commercial but was disappointed with a spot which was a silly as the product name (Wicked Hazy IPA)  https://youtu.be/ppJtM1CzoPY

Cadillac. Worth marketing their total electric car with self-driving feature.  But Edward Scissorhands?  Not very timely and once again GM fails to pay attention to the Lexus who captured the largest share of the luxury car market with logical, well-produced straight-forward messages year after year.:   https://youtu.be/9CD8h1kANag

Jimmy John’s.  The brand has made big inroads in gaining market share from Subway, but it wasn’t by have Brad Garrett as a not-so-believable gangster sub-maker.  They should stick their honest, well produced sandwich spots that work not this dumb message. https://youtu.be/-cuVTq76PIk

Fiverr.  Who?  Another of those unknown brands trying make a name for itself in one spot.  I’m not sure I would want their recommendation for free-lance creative as a result of this silly, disjointed spot.   https://youtu.be/XelsNvpibpQ

Unfortunately, there are more in this category that I could share, but enough already.  Here’s to celebrating the Buc’s victory and hoping that 2021 is a great year for your brand as well. 

LISTEN TO MORE OF KEN’S COMMENTS ON HIS LIVE INTERVIEW WITH TOM SHAY ON HIS PODCAST “Small Business Conversations” on various streaming channels or at www.progitsplus.org.

KEN BANKS’ BLOG DECEMBER 2020

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We’ll 2020 is coming to a close and to say the least, it’s been a challenging and disappointing year for people all over the world.  As I’ve said earlier, retailing will never be quite the same and unfortunately for many, Holiday advertising (which hasn’t been the same for a few years now) has been diminished like so many other things in our new normal world.  The sheer amount of advertising has been drastically reduced not only by the economic effects of the COVID 19 but also by the growth of online buying and selling.  That’s disappointing for those of us in the advertising/branding business as we all looked forward to seeing some innovative creativity from stores and products trying to capitalize on the holiday rush. 

So, does that mean there are no more great ads or commercials in 2020? Does that mean that marketing to the heart as well as the wallet has all but disappeared?  For many of those who have gone to streaming and DVR-ing holiday programming on television, they will miss some truly outstanding creative marketing with messages that go beyond trying to simply sell more product.  I’ve searched online for some outstanding examples of advertising that is not just great creative but outstanding branding that resonates with consumers—especially in these trying times.  Here are just of few that you might not have seen but will surely enjoy the warmth of the Christmas spirit that they capture. NOTE:  SKIP THE AD that You Tube puts on before some of these videos

1.  Coca Cola.  Coke has a reputation for running spots that inspire us and enlighten without trying to get us to take a drink of one of their many beverage brands.  This epic Christmas spot captures the spirit of what it takes to make a child’s wish (and her father’s) wish come true.  It seems like Tom Hanks should have been cast for this one. Click on the link here:  https://youtu.be/yg4Mq5EAEzw
2. McDonalds UK.  Animated features have certainly been the growing trend in the movie business, especially at Christmas.  In this spot, McDonalds captures the true spirit of the Inner Self in an appreciating the sharing of Christmas memories which of course include stopping by for a Big Mac with a young boy. The song has an important message more than ever this year. 

Click on the link here: https://youtu.be/QJntbYytPz8

• Walmart.  The world’s largest company has the reputation for the best prices and being in-stock for the holidays, but the company credits its growth and loyal customer base on the trust that it has built over the years.  Their marketing has been the key to building that trust and these Christmas spots for Walmart here and in Canada capture that spirit better than ever.

Walmart Canada What they need. https://youtu.be/SL3ChNEzAhs

Walmart US. All I need.  https://youtu.be/xi-V4JTnU3o

• Doc Morris (Netherlands).  This Dutch online prescription service goes out of its way to strengthen the health benefits brand and how it applies to everyday life of a senior fellow who want to be in shape to make his Christmas wish come true.  It’s a bit long but the emotion and spirit that it captures makes it worthwhile for everyone getting ready for Christmas. 

Click on this link:  https://youtu.be/0Ha1dtAFbAA

• ALDI UK.  Most grocery chains simply try to help build the spirit by showing how they can make the Christmas dinner celebration the most memorable ever.  ALDI internationally has used a carrot before in driving their brand message through and bring a smile to our hearts and faces at the same time.  Welcome back, Kevin the Carrot.   

Aldi UK Christmas carrot https://youtu.be/AL56Z5StIUY                      

Wishing you a safe and peaceful Christmas 2020.

KEN BANKS’ BLOG OCTOBER 2020

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BRANDING AND POLITICS!

As election day draws closer, I am once again amazed at the amount of political advertising that has flooded the airways, the mailboxes, the press, social media, billboards and anything else you can imagine to get the candidates’ name out in front of the electorate.  The more I see, the more convinced I am that the political campaign strategists never studied marketing or branding.  The strategy seems to be spend as much as you can, copy whatever the competition is doing or what has been done for the past several elections, and (worst of all) attack you opponent as aggressively and as cold-heartedly as possible.  The recent debates were a prime example of immature, derisive attacks (although the second presidential discussion (not really a debate by definition) was significantly more civil than debate NUMBER 1.

No question that there is some long running competition between major brands throughout our capitalistic marketplace.  Branding requires finding an advantage for your product or service over you like competitor(s).  However, a successful brand strategy is based on communicating your advantage to those customers who would be moved to purchase once they are convinced that your advantage resonates with their individual needs or desires.  Can you imagine if Ford or Chevrolet used their multi-million-dollar marketing campaigns to yell and scream and many times misrepresent the facts (aka Lie) to discredit the other brand.  Or, if Walmart and Amazon only spoke of the disadvantages of delivery or of brick and mortar shopping, When I was with P&G’s Folger’s Coffee brand, the message was always built around the aromatic and tasteful advantages of their highland grown beans.  They did not say Maxwell House tasted like sludge or that Chock-full o’ nuts was not made out nuts and were lying about their brand.  As a customer, I like the ability to choose what I buy and where I buy it.  McDonald’s has always out performed Burger King when it comes to their store experience, but they have always stressed their quality of their people and the taste of their food rather that attack the management of BK which seems to change every year and leaves an inconsistent message in their branding.

Daniel Burrus, in his webcast “Strategic Deep Dive” recently highlighted the collaboration among major companies (not necessarily competitors, but still searching for more of the customer’s shopping dollars) in the attempt to deal with COVID 19.  Ford, GE and 3M while marketing their own safety measures, collaborated to provide ventilators, respirators, and face shield to help health care workers and first responders in dealing with the pandemic.  It was the right thing to do and it’s the kind of cooperation that would enable our government to provide safer and quicker solutions to a number of issues facing the population of the US. The improvement in automobile efficiency has long been a competitive advantage, but he cooperation of automakers to provide better, more fuel-efficient vehicles as well as the many safety features now standard in even the basic models.  Gaining a competitive advantage drives product improvement and more creative marketing messages while not alienating the other brands or their loyal customers.  When Volkswagen was caught providing false emissions and mileage results to meet government standards, the other auto companies didn’t start calling them out and question the management’s ethics (even though it would have been warranted}.  Instead, the featured their own results and provided unbiased studies and reports that built the respect of their customers and the general public as well.

I have long been a proponent of having more than only two political parties whose main goal in their marketing is to find fault with anyone in the opposing party or who was appointed to a government service position by the competitive party elected officials.  This is not a Red or Blue constituency.  It’s not black or white. Not Christian or Jew. Native or immigrant.  We need to have more choices and more factual reporting of the accomplishments of all the candidates.  Many marketing experts have been quoted as saying that “Marketing isn’t just the single-most important business function. It’s the only thing.”  It amazes me how many comments are made with the utmost certainty by one candidate versus the other.  Immediately, the other candidate refutes the comment saying emphatically “That’s not true.”    In this situation, one or the other is not telling the truth and it’s amazing how many findings by independent fact-checkers confirm the false statements by one candidate or the other and for all offices.  It’s time we told the truth all the time and built our messages on one’s qualifications rather that the other’s perceived shortcomings.  I hope it happens soon.  Be sure to vote on November 3^rd.

KEN BANKS’ BLOG JULY/AUGUST 2020

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REASONS TO BE OPTIMISTIC!

As we enter the sixth month of dealing with the COVID19 pandemic as well as civil and political unrest around the country, I thought it would be good to reflect on what we are learning and share a couple of reports that gave me cause for optimism during these trying times.

First, some things that I think we’ve learned from the pandemic as it has affected our branding and marketing efforts:

1. Retail will never be the same.  Of course, we continue to read on a weekly basis about store closings and bankruptcies and that’s no surprise.  Marketing experts and academics have been saying for years that “mediocre retailers with real unique reason for being struggle to survive.’  As we have read the reports of national chains with high brand awareness (not pertinence), I doubt that many of us consumers have been surprised or really disappointed that these store fronts have been shuttered for good.  We won’t miss them.  As we drive by the local shopping and strip centers and notice the vacant windows and whited-out signs of hundreds of local small business entrepreneurs who simply couldn’t survive the quarantines and social distancing mandates for more than a few weeks.  More will surely follow as they never built a relationship with their not-so-loyal customers.
2. Online and internet shopping will continue to grow.  Amazon and all the other online marketers had a significant effect on shopping prior to the pandemic.  The inability or desire to shop in person has given many previously hesitant shoppers to the internet to give it a try and most have found it a beneficial alternative.  Convenience in shopping has been one of the key brand attributes for many years.  Now, consumers have discovered that not only is online shopping convenient but it’s easier, trustworthy, well-communicated, and cost effective. Our experience with Walmart pick-up and ordering online has been remarkable and many other stores that we have preferred to shop personally have quickly and effectively demonstrated that customer service doesn’t have to be in person to be satisfying and loyalty building.
3. Advertising is changing.  Our local newspaper has reduced its print distribution to two days a week with online issues every day.  I’ve always been a habitual print newspaper reader, but I find that having online capability works and is convenient.  The print advertisers who used sale circulars as their main promotional medium have been forced or have chosen to abandon that vehicle in favor of broadcast, online and other social media to reach their customers and have found that sale ads were more of a habit than a promotional sales stimulant.  Those who have had effective branding messages continue to do business despite the pandemic and continue to market themselves with messages that really reach the heart and mind of today’s beleaguered consumer.
4. Pay it forward.  In view of the discord we are experiencing in our cities, we should not lose hope and we should find ways to reach out and offer programs of love and understanding to our communities.  Here is a feature from CBS Sunday Morning a couple weeks ago about the We Care program in Shreveport, LA, that demonstrates that communities that reach out beyond racial and economic barriers can improve the quality of life and avoid the civil unrest that plagues our country.  Pioneered by a local pastor, Mack McCarter, the We Care program has grown neighborhood-by-neighborhood to the point that it has spread this feeling of love and understanding across economic and racial borders and had made a difference.  I urge you to watch this to see how much more effective this can be versus the rioting, government forces, and political shouting that have brought distress to our country.  Click on the link below to watch. 
5. WE CARE VIDEO:  https://youtu.be/QQ6CK6kJIV0  
6. Broaden our perspective.  Our country has been dominated by int. ense competition.  This has been true in the marketplace and it’s time to cooperate to help solve the issues facing us.  It appears that the large tech companies are recognizing this now, but political leaders are attacking successful businesses from all sides.  This is a result, I believe, because of our antiquated two-party system that fosters one party or the other, black or white, north or south, male or female, straight or gay, and so on.  Again, on CBS Sunday Morning there was an interesting interview with Comedy central’s Daily Show host, Trevor Noah.  The comedian has succeeded well beyond his black, South African roots to continue the success of this program.  In the interview, with CBS’ Jim Axelrod, Noah’s comments about America being a Two-Sided society that fails to understand the nuances between different points of view and social upbringing is really on target for understanding the turmoil in our country.  This is particularly true of our political and governmental wrangling that, I believe, is having a lasting, detrimental effect on our society and our position in the world community.  I hope you’ll watch the attached interview in its entirety as it provides an interesting perspective.

TREVOR NOAH VIDEO.  https://youtu.be/aJifPiLIwv8

Thanks for viewing this month.  I wish you well and hope that you are safe and unaffected by the challenges facing us today.

KEN BANKS’ BLOG APRIL 2020

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BRANDING DURING A PANDEMIC!

I hope this finds you and your family well and safe during this unprecedented time in our lives.  I know that we all are finding it hard to believe all that has happened over the past several weeks now that “pandemic” ,“Social Distancing”, “Stay-at-home” and Coronavirus have become part of our everyday vocabulary. I know that we have found the new normal has afforded us time to catch up on many tasks that we have been procrastinating about for a while.  We’ve also become more dependent on the internet and social media to maintain our communications with family and friends as well as to keep experiencing normally personal interactions like school, church, holiday celebrations, and even some cocktail parties where everyone toasts to a screen instead of clinking glasses. 

Probably, most have you haven’t given a thought to branding during this time, unless you are still working in the marketing industry. 

I was talking today with a good friend Tom Shay (retail consultant, author, speaker and founder of Profits Plus Solutions.  We were talking about retail marketing as we do quite regularly and about the importance of marketing even in times like we are facing today.  Tom said that he thinks there are basically three types of retail marketing during this period:

1. Stores that have batten-down their marketing.  Basically stopping all marketing efforts given the restrictions and concerns of the public. This is an understandable tactic to cut the expenses when the revenues dramatically are reduced. Unfortunately, not all their competitors have done the same so the share of mind so it likely will be hard to bounce right back after the crisis subsides
2. Stores that keep it the same and promote as they always have.  There are many whose message are still item/price and trying to drive sales as they always have.  Unfortunately, in an environment of required stay at home behavior, a discount has little or no bearing on motivating someone to risk contamination or illness.
3. Stores that have reacted quickly to the situation and have taken a revolutionary approach by offering take-out and delivery that previously didn’t exist or was a convenience rather than the standard.  Of course, Amazon is doing a gangbuster business as a result of this, but other companies have stepped up their operations to make it easier to continue to do business with them.  We just tried our first online order and store pick-up at WalMart.  We’ve known that they had provided this service for quite a while, but WalMart has upgraded the whole process to make ordering easier, to provide notice when the order is being filled and if there are any out of stock items or substitutions available, text confirmation when the order is ready for pick up, special signing to direct the customer to newly created parking areas with a sign and phone number to call upon arrival, and a friendly staff person who is there within seconds to load the order (no tips allowed) in your car.  Other stores have done similar operational changes and have marketed them to their customers to reassure them that they are in business and are sensitive to the restrictions of the pandemic.

Other industries are reacting as well.  Newspapers are reducing their print distribution and expanding their online presence to maintain communications  while their advertising has dramatically been reduced.  Financial institutions are increasing their marketing of their online banking service including mobile deposits via your cell phone camera as well as promoting their drive-through and ATM services.  Auto dealers are marketing financing deals to suspend any payments until the pandemic is resolved.  And there are many more.  The key is that now is a time to continue to build the brand relationships with your customers and community.

This brings me to the outstanding effort done by my former agency and employer, Doner Advertising in Detroit.  The agency has a long history of offering their creative expertise to messages that are targeted toward building the pride and spirit of the Motor City’s citizens. They have done this in the past for the local zoo, key health care providers, and community organizations with not only media support but award-winning commercials that reach the heart and the minds of the community.  The reaction to the coronavirus pandemic is no exception. As you are probably aware, Detroit has been hit exceptionally hard by the virus and as a result so has the economy.  Doner decided to keep the spirit of the city up by creating and producing a commercial titled “When the Motor Stops”.  Click on this link to view it for yourself:

The copy is heartfelt and motivating, the production (which was shot in one day) is dramatic and captures the mood hitting all of us, and the message is one that we can all use at this critical time.  Is it branding?  Absolutely.  For a city that needs positives more than ever.  And for an agency, that continues to value its Detroit roots and creativity that has helped maintain the creative advertising and marketing reputation of the Motor City. 

I hope you all are staying well and safe. I can’t wait to get back to normal!