Talk less, show'em some love.

Many believe that Branding and Advertising may generate the same impact: awareness. So, if the outcome is identical, then why waste million-dollar into branding? Why not just develop a TV commercial and gain million viewers at the same time? I tell you what; what others may believe might not always be right.

There are more and more companies spending gazillion money, time and efforts to produce one advertisement that creates a boom in the market without really having a lasting impact. Advertising may give you a maximum exposure at a relatively short amount of time. But, could it build trust and loyalty? I don’t think so.

Let me start with the ultimate question: What is a Brand? As I have previously discussed in 'I am more that what you see' post, Brand is holistic unification of a company’s strategies with their operations, and how you communicate it in the eyes of the public; it is the whole story of your company and what your company is all about. Whilst Advertising is in its juxtaposition to branding, where it helps you to communicate and giving exposure of the story and message of your brand through mass media. 

Advertising is one of the ways to communicate your message as a brand; but advertising itself could not create one brand. Branding is not just an overnight sensation; it takes steady growth and consistency in the way you behave over time to earn trust and love of people.

Take an example of the simplest most beloved brand in the world: Starbucks. All their employees knows how to ‘behave’; all their trainings, the benefits of being part of the company, and their sense of solidarity through fair trade coffee served – generate a different approach on how they should ‘behave’ being a Starbucks employee.

It shows how, if you understand your brand – its values, its mission, its reason for being- and integrate it consistently into everything you do, your entire organization will know how to behave in virtually and all situations.

Therefore, through branding, it gives a consistency for the whole company that guides behavior and quality, over time, builds trust. Advertising, if it is any good, should help to confirm what already is, not what should be.  

Think of it like this: “Advertising is shouting. While Branding is whispering; when you whisper, people lean forward.”

So, do you shout or whisper?

Sound off below, and tell me what you think!

'till then,tha!xx

Be Yourself, Everyone else is taken...

The key sucess factor of every company lies on how do they differentiate themselves against others. It is crucial to know exactly how you are unique or different  compared to others, especially in the early stage of a business development, as it is more complicated to change public’s perception about your business when it is developed. However, it is important to bear in mind that not changing public’s perception that matters, but adjusting the perceptions that already existed in the public’s mind and personalize it into your own brand that counts.

One of biggest drivers of a sucess in brand personalization is to own a unique Attribute or Concept. Take an example of Google own ‘search’ or Facebook with ‘like’ and ‘poke’. It has becoming a word on their own, and that’s their brand. The most significant brand that invent and owned their personal concept is Apple with their ‘i’ series. The word ‘i’ symbolizes everything that Apple embodies; form innovation, ideas until personalization of every product like iPad (i am Pad) that has been an undefeatable pioneer in their own product category.

However, having our own concept itself will not sustain the life of the brand if it is not supported by asking ourselves :

“What are we doing as an organization to motivate our customers and to feed their hungers and desires?”

Abraham Maslow define that there are five stages in human hierachy of needs: Physyiological, Safety, Sense of Belonging, Self- Esteem, and Self Actualization. Harley Davidson is an excellent example of a brand that has created their own concept and it is aimed to motivate their customers, as well as feed their hunger and desires.

Established in 1903 by William Harley and Arthur Davidson with a racer motorcycle in mind. And today, Harley Davidson has become a cultural icon and had attracted people who loved its bad-boy mystique, powerfulness, rumbling voice, distinctive roar, and toughness; as well as own the word ‘bad boy’ and ‘manly’ as their brand. They have suceed to build a unique selling point or concept that are able to gain extraordinary loyalty from their customers, through developing a worldwide community that valued the experience of riding a Harley Davidson more than the product itself; which feed human basic needs of belonging and esteem.

At the end of the day, the key importance of building a brand strategy lies not only in the capability of developing a concept of your own that differentiates you against others. But the unique concept have to motivate or inspire the customers and satisfy their basic emotional needs at the same time.

Reference:

Trout,J. (2012, March 19th). Brand Strategy: Lessons Learned. Branding Strategy Insider (http://www.brandingstrategyinsider.com). Retrieved at 21st March 2012. 

I am more than what you see.

When brand owners are asking consultants for a ‘new brand’, they mean ‘new name, logo, symbols, icons, new look and feel for their current name – “. People often think that brand is just about the imagery, outlook, and tangible features of the name. However, the true definition of a brand goes beyond.

“Brand is Everything, and Everything is a Brand.”

Brand is Strategy

Brand does not merely conveyed tangible features, but also embed stories that define the product.

For example Australia’s largest paper company with their forest stewardship council to be more environmentally friendly, is their brand. Or child labor scandal that throw one apparel brand on fire, is their brand. No matter how fancy or valuable your brand equity, the whole surrounding stories is part of your brand. 

“It is a matter of consistency on how you carry yourself in the eyes of the public.”

Brand is Cue To Action

Brand could also be a call to action in which brand has to invite and inspire people’s behavior or attitude towards ones’ product. But the question is, are your calls to action is inspiring or tacky?bold or dull? Is it consistent with the whole strategy?

Take an example of Coca Cola ‘Share a coke with...’ campaign in Australia that enable the consumers to engrave their friends name in Coca Cola’s can; this ‘cue to action’ is align with their core strategy to socialize their brand as a symbol of togetherness through the brand slogans “Enjoy life” and “Share your happiness”.

Brand is Service

Another aspects that constitutes brand is customer service. If a customer calls your customer service centre and have to wait for hours just to be served, that is your brand. It gave out the impression that you do not have the proper management or did not take customer service seriously.

Take a look of Singaporean Airlines ‘a great way to fly’ slogan which align with their service embodies a motherly affection along with localize delivery by singaporean stewardess, thats their brand.

Or Lexus customer service in one of the example of best customer service, where they have the ideology which ‘you come as a customer, but you will leave as a friend’, that’s their brand. Restaurant’s ease of delivery and 24/7 accesses signaled a message that they always be there for you, is their brand.

Brand is your Expressions

On top of that, How you communicate in the public influence the way the public’s perceive your brand. The way that your vision, mission, and values are communicated to the public is the whole essence of branding.

Your logo, jingle, website layouts, newsletters, advertisements, and promises constitutes a brand in which the message have to align with the entire set of brand identity.

Virgin group is the perfect example to illustrate this understanding. Through the image of Richard Branson, Virgin Group has united their brand identity and message that is delivered or portrayed in the public. In a recent ad, Virgin Mobile takes a look back at Richard Branson's life and his seemingly forward thinking ways.

The consistency of the whole communication of a brand helps to ensure that the right message was delivered to public, as well as prevent future misunderstanding or message confusion, which one of the most fatality that a brand could make.

Brand Comes Within

People often define a company as personality and identity of a company or a product. In which, personality comes from within the company itself. A laid-back environment, casual-dressed employees, and good teamwork; reflect brand image.

In corporate world, having a good team starts with thorough psycho-screener to determine their emotional attachment prior to induction; such thorough screening process will further be supported with continuous training and development, which in turn, may foster quality of the team.

“Brand is your people and the way they represent you.”

Apart from the employees itself, your premises facilities is also your brand, which may motivate your people altogether.

“Your home is also your brand.”

At end of the day, brand is all about consistency in every corner of your corporate representation.

Starting from core tangible identity: logo, jingle, website layouts, newsletters, advertisements, and promises.

Into intangible identity which allow brand to have direct interaction with the public (e.g. customer service, employees, and company facilities)

Regardless you have a fancy logo or design, award winning advertisements and campaign, the true measure lies within the consistency of your promises to customers.

** ps: This is the piece that i wrote for my company's blog. So, it is a little bit different than usual. But,...

Do you guys agree with the points i have made?

Sound off below and tell me what you think!

Tha!xx

Today in the Past.

Do you ever wonder how Social Media would be advertised in the 1960s?

 

 

Don't you feel lucky that you were born today? ;)

Talk of the World: "Politicians and Social Media"

Ever since the huge success of Obama's "Hope" campaign, there has been many politicians that becoming aware of the power and influence of social media. In the wake of upcoming election in November 2012, Rick Perry from The Republican Party had launched a video called "Strong" via YouTube that has gone viral. This video had caused an uproar due to its provocative messages delivered by him, that arising in the debate on the internet; which in the video, he point that there's something wrong in US, when gays are allowed to serve in the military, and Obama's war in religion?. In a way, it is true that he had his 15 seconds of fame (in his case, it's 31 seconds) but, is it a wise decision to had these messages as the theme of your campaign in such free and liberal country like the United States? 

Well, that's different for sure. But with approximately 745,000 dislikes and countless parodies on YouTube...i don't think it is a good idea for a politicians, let alone a candidate for presidency. 

Another "Politicians vs Social Media" encounter was the Secretary of State Bill Gardner's (#BillGardnersFact) that has become a twitter trending topic due to his firm stance on the state's first-in-the-nation primary; in which he made a statement that he has complete control over setting the date of the primary and urging Nevada to move its caucus a few days to allow Iowa and New Hampshire to hold their contests in January. 

I guess Justin Bieber and Rebecca Black isn't the only one that got their 15 seconds of fame through the internet....

The Pink Stuff Chronicles

‎"because the companies that make this trying to trick the girls into buying the pink stuff instead of the stuff that boys want to buy, right?!" 

When i browse through YouTube the other day, i came across this, and what amused me is, i completely 100% in utter shock to hear what she has to say about a mere things like "pink stuff" and "superheroes". In near the end of the video, she even said: "why do girls have to buy some princesses?!some girls like superheroes, some girls like princesses; some boy like superheroes, some boy like princesses. So why girls have to buy pink stuff and boys buy different color stuff?"

WOW.

even a five year-old girl can tell...

what a smart cutie :)

baby, all i want for christmas is NOT you...

Despite the recent baby-mama controversy surrounding the mega popstar Justin Bieber, he making headlines with his recent collaborations with Mariah Carey on "All I Want For Christmas Is You"; a newer version of Carey's megahit which was in the Bieber's newly-released "Under The Mistletoe" holiday album. 

The music video has show first Mariah Carey's post-pregnancy body in sexy santa claus outfit, while Justin Bieber and his friends shop for holiday gifts like Nintendo DS in Macys. Not just it is an obvious GIMMICK of Macys and Nintendo's marketing strategy but... i kinda found this video a little OFF. 


Throughout the end of the video, Mariah Carey (41) and Justin Bieber (17) share more than a few Flirty looks, and some parents are not please (look at these pro-cons comments)

It's not that i against Justin Bieber nor the idea of marketing strategy put up by Macys and Nintendo DS. but if i were these brands, i might want to carefully analyze the script and reviewing the music video before it was launched to the public. As i don't think it will be appropriate for brand such Macys and Nintendo DS to be associated with a teenage boy flirting with a much older women. 

Regardless the off-ness of the video, i guess Macys did a terrific job with the whole idea of incorporating the brand into Justin Bieber's latest video, though i have to say it is too marketing gimmicky. And sometimes, too gimmicky marketing strategy could put the brand's image to be seen as insincere......but, you can always blame the music video's director. 

What do you think? Is the video is too marketing strategy gimmick from Macys?