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Trout and Ries turned me on to Positioning with their book Positioning: The Battle For Your Mind. It’s very hard to disagree with Jack and Al. The logic is dead on. It addresses many marketing ills. But the thing about strategy is it is best when reverse engineered – a wonderful practice for book writers and theory writers. It’s easy-ish to look in the rearview mirror and ‘splain why success happened. Positioning does work for some forward thinkers, but it’s a practice and process. An activity. Find a position in the minds of customers.
I prefer to rally around Claim rather than Position. A brand Claim is a strategic statement of customer value married to brand feature or function. While Claims are malleable and organic, Positions are finite and immobile. If you Position a house by the river and the river moves, you’re toast. If you Claim fertile soil and rich yield, that’s future-friendly.
One can argue that Coke’s brand claim of “refreshment” is both claim and position. I would agree. So it’s not like they can’t work together. But mostly Positioning is process-focused. And Claim is product-focused. Therein lies the difference.
Tags: al ries, coca cola, cokes brand position, coke’s brand claim, jack trout, positioing by trout and ries, position in branding, positioning the battle for your mind, trout and reis, trout and ries, whats the idea, whatstheidea
Someone on Quora asked a question about the worst taglines used in branding. Got me thinking. Brand planners may feel differently about taglines but for me they’re a powerful branding vehicle. To the tagline falls the work of explaining and defining what the brand is when the name falls flat. When a name doesn’t pass the Is-Does test (what a brand Is and what a brand Does), the tagline needs to. Coca-Cola was a great brand name. The fact that is was printed on a beverage can helped with the Is. Snapchat is a great brand name. The fact that it’s plastered on a web or mobile page helps with the Is.
But not all product or service names are that lucky. When a name shares no meaning, a good tagline can clear things up. For startups and new products, it’s crucial they pass the Is-Does test. In these cases taglines are even more important.
For established brand, where the Is is well known, the tagline can tighten the bond of consumer attachment — focusing of care-abouts and good-ats.
My biggest peeve is when a tagline is used as an advertising cherry. That is, as a summation of the ad campaign. When it’s all about the ad idea not the brand idea, it is the limpest form of tagline.
Get your brand strategy right and picking the strongest tagline will be easy.
Tags: cherry on the advertising, coca cola, Is-Does, quora, snapchat, tagline articles, tagline posts, tagline. Brand taglines
I was thumbing through old Quora posts and noticed I had made a ringing endorsement of Google Glass. “How could it not work?” The medical field alone would be enough to keep it an exciting new product. Wrong!
Many years ago I worked for McCann-Erickson, a top 3 advertising global agency. McCann handled Coca-Cola. They had just brought on a new creative director, Gordon Bowen, who stood before the entire NYC office in the grand ballroom of the Waldorf Astoria and he smilingly told us, “It’s Coke, how hard can it be.” It practically sells itself, he implied. Coke was gone within the year to a group called Creative Artists. A west coast talent agency.
So here’s one for the prognosticators. Expect to be wrong. Even when you know you are right. Don’t be paranoid, but keep an eye toward the future knowing there are no absolutes.
I love to position myself as a beyond the dashboard planner. It’s where, I believe, the successful marketers need to play. But you get a black eye every now and again. Expect it. Learn from it. Parlay it.
Tags: beyond the dashboard, beyond the dashboard planner, coca cola, Gordon bowen, mccann erickson, quora, whats the idea, whatstheidea
Coca-Cola’s key good-at is “refreshment.” There are few, few things better than a cold Coke on a warm day after a workout. And when the consumer care-about is refreshment, a great product choice is Coke. Remember, brand strategy is about good-ats and care-abouts.
Refreshment, rather than, longtime advertising attribute “happiness,” is an experiential, product-based proof. It’s a product reality. Coke’s current advertising tagline (brand line) is “Taste The Feeling.” An amalgam of cheerleading and emotion. It is not a product based care-about or good-at. It’s advertising based.
Don’t get me wrong, I love advertising. Dave Trott teaches me the way to do it well it to connect. But connecting with the art is not the same as connecting with the product. Of course it’s harder to create compelling stories and poetry around products – but that’s the job.
Brand planners need to focus the work on product-based care-abouts and good-ats. Coke should know better.
Tags: Brand proof, Brand Strategy, coca cola, coke, coke brand strategy, coke refreshment brand idea, dave trott, experiential proof, whats the idea, whatstheidea
I was driving to Rhode Island last week and happened to notice that a number of really rural road names were quite descriptive. Niatic River Road. Stone Heights Turnpike. Waterford Parkway. Sunset Drive. It got me thinking about naming. Back in the 1600 and 1700 (and before) when there weren’t a lot of maps and people didn’t travel that far, thoroughfares were named based upon features and geographic realities. Heartbreak hill. Point O’Woods. Tip of the mitt.
Names that were easy to remember and descriptive were the strongest names. They added value. Names with no endemic meaning, less so.
The best brand names today follow this old maxim. They are descriptive. They are descriptive of product, value, and uniqueness. The strongest brands in the world are not silly constructs of Madison Avenue, they are like packaging…part of the selling fabric. Coca-Cola used cola beans to build its brand.
Naming is hard work. Just look at all the silly pharmaceutical brand names on TV today. It’s like we ran out of words to use. So the naming companies put the alphabet in the blender and BAM.
While director of marketing at a web start-up, I wanted to name the drag and drop web creation tool Mash Pan. The Chief Technology Officer who used to say “dude” a lot, opted for Zude.
Opt for communication value. Consumers don’t need to work so hard.
Tags: coca cola, Mash pan, mashpan, naming, whats the idea, whatstheidea, zude
Sales of Coca-Cola’s flagship product, the carbonated sugary drink we know a Coke, dropped 3.5% last quarter; proof you can’t go against a cultural tide of healthier living and expect sales to hold forever. Coke’s parent has been doing a great job of diversifying its portfolio the last 10 years by adding juices, milk-based protein drinks, waters and energy drinks. Even with the tide receding for flagship Coke, earnings have been surprisingly okay. Looks like that is not the case anymore.
If you follow the tech sector as I do, you will know that product innovation can completely change markets is 3-5 years. The beverage sector has lots of innovations, according to Beverage Digest, but they are really incremental. Coconut water, craft beer, energy concoctions, and cold pressed juices are nice ways of redistributing marketing wealth, but haven’t fueled the big ass innovations we’ve seen in tech.
Coke needs to think differently. I’ve posted before about how they need to send R&D people into the jungles in search of the next cola nut…something with healthy properties. But Coke also needs to think about pricing and delivery. Why 12 oz. cans? Why cans and bottles? Why not explode the price point for a six pack? How about an annual subscription fee? Coke’s head is so tied up in its bottler arrangements, distribution networks, store detailers, fountain business it can’t think like an agile start-up. Sure they can buy 49% of the next Honest Tea, but can they be the next SnapChat.
My bet is they can. But not if they follow the innovation courses of GM or the financial industry. Follow the tech paradigm. Peace.
Tags: agile marketing, coca cola, coca-cola company, coconut water, coke, craft beer, energy drink, Honest Tea, snal chat, whats the idea, whatstheidea
I met with a technology CEO this week who has been doing some work with a brand strategy boutique. The executive shared with me the main output of the work – the main brand idea – and it was “trust.” Without giving too much away about the company and the category I will admit consumers who trust his product more than a competitor’s are likely favor the company with business. Trust is not wrong, but as a brand idea it is not right either. You can’t just manufacture trust. It’s a process. It’s something that has to be built. If the endgame, therefore, is to be trusted more than a competitor, one needs a strategy that engenders trust. So the brand idea needs to be the about the path not the end point.
A good branding shop should know better. But of course, one can sell trust to any number of clients to get heads nodding. “Yeah, yeah, yeah, yeah. That makes sense.”
Coke wants to create preference (end point) but it uses refreshment to get there. Branding is about the journey not the end point. (Did I just use the word journey? I must be slipping.) Branding is also about using words, images, deeds and experiences to create context that get you credit for other things. Things left unsaid. Things you earn but don’t have to say. Like trust.
Tags: Brand Strategy, branding tools and tips, coca cola, coke, refreshment, Tech CEO, trust in branding, trust., whats the idea, whatstheidea, yeah yeah yeahs
A lot of money is going to change hands very soon in the ad industry because of McDonalds rearview mirror planning. Lately, they’ been doing some sideview mirror planning and one could say, with the introduction of salads a few years ago, they were looking beyond the dashboard to the future, but mostly they have looked backwards. Laurels canyon.
Just as Coca-Cola knew a time would come when high-fructose corn syrupy drinks would be seen as unhealthy and share would decline, McDonalds knew a better-for-you-food offering was in the offing. So they introduced salads, made the deep fat fryer less toxic, extended revenue with coffee (an off-piste fix), and reduced the salt on the fries. The freight train was still coming though. All the Millennials you see running around the lake or the park? They are drinking cold pressed juices and Instragram-ing the pics. They’re wi-fing pics of their Mediterranean Veggie sandwiches at Panera. The new generation of fast food buyers is trying to eat better as are their parents.
So while McDonalds was not trying to create a healthier, tastier new burger (veggie?, soy?, buffalo?) or the next branded healthy fast food, other QSRs have taken .2% of same store sales.
The new CMO has done some smart things, no doubt: flattened the organization, faster service, brought in some new ad muscle, but it’s product innovation that is lacking. They will fix it. It is just too bad it took a smack in the nose to wake up. You gots to look beyond the dashboard. Peace.
Tags: coca cola, cold pressed juices, high fructose corn syrup, Instagram, mcdonalds, mcdonalds advertising, mcdonalds CMO, Panera, QSR, whats the idea, whatstheidea
While brand planning for an educational technology company I had the pleasure of driving around the great State of NY and seeing a number of its secondary cities and suburbs. It’s an amazing state. The gravitational pull of New York City for Long Islanders and others in the tri-state region jades our point of view, however. And it’s unfortunate. It is not until you get to Florida, NY or Copenhagen, NY that you get the full picture.
As someone who grew up middle-to-upper middle class and also worked in the advertising/marketing business, I confess to be overly focused on brands. I worked at McCann in its glory days when Coke was still there. I worked on AT&T when it had the largest ad budget in the solar system. Brands were subsistence in this world. But outside of NYC and other NFL cities for that matter, the gravitational pull of brands was not that great. People made decisions based on the size of their wallet. It affected what they bought, what they could afford. Post college, while a house painter I was introduced to generic canned good in black and white cans. Eating bait fish at fish fries.
Brand planners don’t research the underclass. But they should. There is a lot of life and learning in this part of the economy.
My first brand planning insight – the reason I became a planner, was this: “Why does a Appalachian father, without a pot to piss in, insist on buying Castrol Motor oil for his truck when so many less expensive brands are available?” Brand planners – get out of the city. The office. Do what Heidi Hackemer did and drive the country. You will be refreshed in your thinking.
Happy Memorial Day…a celebration of Peace.
Tags: at&t, Castrol motor oil, coca cola, coke, heidi Hackemer, mccann erickson, state of NY, whats the idea, whatstheidea
Kathryn Ruemmler, the current white house counsel, is leaving her post in May. A long running presidential advisor, one of her more highly rated skills is her “uncanny ability to see around the corners that nobody else anticipates.”
Lots of marketers, myself including, tell stories about Steve Jobs and how he didn’t listen to research on what consumers wanted next. Jobs would tell consumers what they wanted next. The oft heard “we don’t skate where the puck is, we skate to where the puck will be,” a Wayne Gretsky-ism also supports this forward looking approach. Seeing around the corner is more than a skill. Tainted Tylenol. Spittle-covered pizzas. Ignition keys that fall out of the steering columns. All examples of corners that couldn’t be seen around. Business needs to be prepared for the corners. Those are on the negative side of the ledger; there will be many positives around the corner as well.
Brand strategy is built upon what customers want and what a brand is good at. One idea, three proof planks is the organizing principle which yields business success. The planks look backward and forward. Coca-Cola is about refreshment and refreshment is way more than high fructose corn syrup, for instance. Forward looking.
When you evaluate your brand plan ask yourself if it is built to see around corners. Peace.
Tags: coca cola, Kathryn Ruemmler, seeing around corners, skate where the puck is going, steve jobs, Tylenol scandal, tyloenol recall, wayne gretzy, whats the idea, whatstheidea