The acquisition of Beam Inc. by Suntory Holdings of Japan, has created a storm of concern about whether the heartland American brands, Jim Beam and Maker’s Mark will change. With enormous heritage, both brands have very loyal franchises and passionate consumers.
And despite the fact that they have been around for a long time – Jim Beam was founded in 1795 and Maker’s Mark in 1958 – these brands continue to enjoy organic growth, and are benefitting, possibly even contributing to, a resurgence in the popularity of bourbons and whiskeys globally. [Read more →]
January 17, 2014 1 Comment
To ensure a seamless image, smart brands take responsibility for both the content of their ads, as well as the environment in which their ads appear.
Vigilance is especially necessary online, where intelligent software and e-marketing technologies allow brands to target the user, not the environment. The old adage of ‘fish where the big fish are’ has never been more true. With varying degrees of success.
A friend of mine recently joked on Facebook: ‘If the ads that Facebook so cleverly targets at me are correct, I need to: a. Lose 9kg. b. Buy a motorbike and c. Attend the classic rock concert at Willowbridge Barnyard Theatre. Now that’s artificial unintelligence if ever I saw it.’
She’s a fit, slim, married, mother of two in her 40s, who lives in the suburbs and drives a family-friendly 5-seater VW.
But getting it wrong can have more sinister results. What happens when a brand finds itself in an online environment that potentially undermines its image? [Read more →]
April 30, 2013 Comments Off on Why Brand Strategy Matters Even More Online
The postulate that “watering down” a brand has long-term affects is generally well understood by smart marketers everywhere. But recently, two brands have been caught up in literally and figuratively watering down their products and consequently, their brands. We’d suggest that the act of watering down a product, or even the suspicion of it, will have very serious and long-term impacts on the business.
The two brands are Maker’s Mark Kentucky Bourbon Whisky and Budweiser. Maker’s Mark announced that they were lowering the alcohol content of their premiere product from 94 proof to 86 proof because demand is exceeding capacity, and consumer testing had indicated that the difference was undetectable. While possibly statistically true, the idea that slowly diluting a product so that the perceived change in the taste profile is negligible could end up taking the teeth out of a product and without ever understanding why. This incremental product thinking almost always gets manufacturers in trouble. [Read more →]
March 1, 2013 Comments Off on Why “Watering Down” a Brand is a Fundamental No-No.
In a recent Wall Street Journal article by Sumanthi Reddy on new theories about why people sweat when under stress… it made me think that there is a strong parallel with brands and how they react to difficult business situations. Scientists now believe that stress-triggered sweat plays a role in sending warning signals to people around us that something is wrong. This body odor conveys a lot of information from one individual to another.
Brands under stress can “sweat” too.
They can give off signals, much like odors, and we can sense that something is amiss. Take American Airlines as an example. They have been under stress in bankruptcy for quite a while. Not only have creditors been worried, but also travelers. So what did they do… they rebranded themselves with a new modern look. In some ways, we all smelled a rat. No, they haven’t really gotten much better… their service is as sparse as other carriers, and their equipment is not significantly better than others. So they put on some new lipstick. Now we know that it was part of a complete, quiet financial re-packaging ending up with a recent merger with US Airways. So their “stress sweat” was apparent. To some extent, this scent should be a signal for investors and creditors alike. [Read more →]
February 19, 2013 Comments Off on Do Brands “Sweat” When They are Stressed?
Kellogg’s Rice Krispies famous “Snap, Crackle, Pop” was introduced in 1933. According to a radio ad of the time, “Listen to the fairy song of health, the merry chorus sung by Kellogg’s Rice Krispies as they merrily snap, crackle and pop in a bowl of milk. If you’ve never heard food talking, now is your chance”. It’s arguably the most famous of all brand sounds but there are other great examples of brands that have used sound as a differentiating brand communicator. The well-researched thud of BMW’s door closing is a deliberate effort to communicate quality and a premium positioning. Smart marketers are looking at all aspects of a brand to create a memorable brand experience.
Since the 1970’s, most markets are flooded with essentially parity products. The result is a quest for marketers to find ways to drive home differentiation and make their brand more memorable and unique. This is a mandatory in today’s competitive marketplaces. Sound is one key aspect of some brands that can make a significant difference, and it is often over-looked.
October 25, 2012 Comments Off on Sound Can Be a Powerful Brand Cue… Think “Snap, Crackle, and Pop”
Heineken is introducing a new, taller bottle in the U.S. in order to help it’s flagging sales. It is a smart move on many levels, and it will be successful. But imagine the internal debate about change.
Heineken Lager Beer was established in 1873 in the Netherlands, and still uses the same recipe. It was the first beer imported into the U.S. after prohibition, in 1933, and has been a consistent bell weather brand. But while they once commanded a leading share of imports, Corona, craft beers, and even traditional competitors have introduced newer packaging and flavors, and Heineken has suffered. Today, Corona outsells Heineken almost 2 to 1. So it was out of necessity Heineken considered an alternative to the squat green bottle that has been their structural heritage. Funny how competition pushes a brand to better understand it’s equities.
September 20, 2012 Comments Off on Congrats to Heineken for Updating its Bottle in the U.S.
The press about Marissa Mayer, the new Yahoo! CEO, has focused on whether she is up to the task of reviving the company and the difficulties she will face with a declining business and less than ideal resources. While this may be true, the real challenge is whether Ms. Mayer can recapture the original, organic, innovative culture that made Yahoo! so popular in the first place. This is the engine of brand success today.
August 9, 2012 Comments Off on Salvaging Yahoo!… it’s all about Culture.
I have been a loyal Citigold customer for 20 years. But last Friday they really put a chink in my loyalty. Citigold is the “premium banking” part of Citi, a step above the masses. It has been very convenient for all these years. Here’s how they violated my affection.
First, they called me at home to market something. I guess there should be nothing wrong with that, but then again, I expect better than retail treatment as a Citigold member. Perhaps they were calling about a fraud issue, or an observation about how I could manage my account better. But they weren’t. [Read more →]
June 21, 2012 Comments Off on How Citibank has Lost my Loyalty
Kraft’s decision to name its soon-to-be-stand-alone snack division, “Mondelez” is a very smart move in more ways than one. “Monde” is derived from the Latin word for “world” and “delez” means “delicious”. By separating the snack division from the North America focused grocery division and giving it a name that is clearly not America centric, Kraft is establishing a business that will have global appeal.
March 26, 2012 1 Comment
Who would have predicted that in the year 2012, a silent movie would win the Oscar for Best Picture? The fact that “The Artist” defied the odds is a manifestation of consumers’ demand for “less is more”. Consumers are rejecting the “bigger is better” culture that dominated the late nineties and 2000’s and came crashing down with the global economic crisis. Add to that the daily barrage of information, advertising, news, social media and politics and you have a consumer audience begging for simplicity, less clutter, honesty and integrity.
February 28, 2012 Comments Off on “Less is More” is the New Paradigm in Building Brands