Category — Brand behaviors

Sound Can Be a Powerful Brand Cue… Think “Snap, Crackle, and Pop”

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.

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October 25, 2012   Comments Off on Sound Can Be a Powerful Brand Cue… Think “Snap, Crackle, and Pop”

Salvaging Yahoo!… it’s all about Culture.

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.

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August 9, 2012   Comments Off on Salvaging Yahoo!… it’s all about Culture.

How Citibank has Lost my Loyalty

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

What Branding and PR Professionals Can Teach One Another

“Long-term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program.” – Timm F Crull, Chairman & CEO of Nestle

Branding and public relations (PR) professionals have a great deal in common. Branding professionals develop and communicate a promise. PR professionals bring that promise to life through stories, case studies, videos, events and points-of-view. Despite the common ground, branding and PR professionals don’t always collaborate. In some cases, this is because accountabilities reside in different departments. In other cases, it’s because each discipline has its own way of doing things.

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May 1, 2012   Comments Off on What Branding and PR Professionals Can Teach One Another

Why Crowds Now Build Brands

David Brooks insightful Op-Ed article about now living “in the middle of an amazing era of individualism” reveals many emerging truths. For branders, understanding that we live in an increasingly individualistic society puts the burden on brands to position themselves to fit onto someone’s life. Said another way, we can no longer rely to the same degree on the social structures of family, church, community, etc. to validate and help us form preference. Brands need to focus on this more on our own than ever before.

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February 22, 2012   1 Comment

You Earned My Loyalty. I’m Sticking with DYMO.

DYMO, one of the leaders in providing label printers, just treated me the right way, and retained my loyalty at a critical moment. I had recently upgraded to a new operating system for my Mac. As a result, my computer couldn’t communicate with my label printer. After trying several options, I finally called DYMO customer service, and they used that moment to secure my loyalty for a long time to come. When they realized that my label printer wasn’t compatible with my new OS, they generously said they would replace my printer with a new one… at no cost to me.

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February 10, 2012   Comments Off on You Earned My Loyalty. I’m Sticking with DYMO.

The Apple Brand Hits another “Tipping Point”

The Wall Street Journal feature about the Mac landing on more corporate desks is more than just an opportunity… it is a tectonic shift that will open up the business market for Apple in amazing new ways. It is truly a tipping point of amazing proportions.

If I were you, I’d buy Apple stock today… believe it or not, it’s just a leap to another plateau.

The Tipping Point, best known from Malcom Gladwell’s 2000 book of that name, is defined as “the moment of critical mass, the threshold, the boiling point.” The very public acknowledgement by GE that it is making Apple products available to GE employees is, in our opinion, a “tipping point”. [Read more →]

January 19, 2012   Comments Off on The Apple Brand Hits another “Tipping Point”

Who Benefits from Ingredient Branding? Just ask Martha Stewart and J.C. Penney

J.C. Penney announced that it is buying a stake in Martha Stewart Living Omnimedia, a first step in Martha setting up store-within-a-store inside of retailer J.C. Penney. Obviously, they need the Martha Stewart brand to strengthen their home and lifestyles business. But the larger question is whether J.C. Penney will tarnish the Martha Stewart brand, or vice versa.

 

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December 12, 2011   Comments Off on Who Benefits from Ingredient Branding? Just ask Martha Stewart and J.C. Penney

What Happens When We Don’t Trust a Brand Anymore? Ask Netflix.

Netflix stock has tumbled again to an 18-month low of $75 a share based on, among other things, trust. Think about it… the company’s value has erased about $12 billion in just 104 days. Yes the company has see-sawed on promises of splitting apart services, then relenting and bringing them back together… but what they have really undone is the consumer trust and loyalty they had worked so hard to achieve.

One of the fundamental values of a brand is to earn loyalty that results in the security of future earnings. In other words, consumers will come back time and time again to both purchase your products, and also allow them to expand their relationship with you. But the moment a company breaks that trust, it is very hard for consumers to stay on board. [Read more →]

October 25, 2011   Comments Off on What Happens When We Don’t Trust a Brand Anymore? Ask Netflix.

Building the Next Generation of Consumers thru the Brand Experience

My three boys have never enjoyed grocery shopping with me, and quite frankly, nor have I enjoyed taking them to the grocery store with me.  So imagine my surprise when, after a recent trip to the newly opened Whole Foods Market in our neighborhood, they commented on what a “cool store” it is.  I was even more surprised to hear them say, “can we come”, the next time I announced I was going to Whole Foods.

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July 7, 2011   Comments Off on Building the Next Generation of Consumers thru the Brand Experience