poor brand strategy

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Benefits Bingo


How can you tell when a B2B company doesn’t have a brand strategy?  When it plays Benefits Bingo on the home page. 

I’ve been after a prospect in the insurance space for years. I did some amazing brand strategy work with a company contact a while back and she gets how brand strategy can focus a company, internally and externally, for success.  She’s not the problem. Her management team is. When last we spoke she told me they had decided to go with another company for a brand exploratory. Someone familiar to a person in the C-suite.

I visited the website today and was greeted by a battery of words dropped out of pastel boxes: Innovation, Agility, Expertise and Engagement. Also on the home page, pictures of a women, a man, a downhill skier and hands on a tug-of-war rope. Got it?

Do you know how many B2B companies use Benefits Bingo on their home page? Thirty to thirty five percent would be my guess. Como se lazy? Como se doltish?

Can you imagine your best sales person out on a new client call checking in with the receptionist, asking to meet the buyer by saying “Tell them the innovation, agility, expertise and engagement” salesman is here.”

Peace.

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There’s a chain of fast food chicken restaurants in NC called Zaxby’s.  I’ve yet to eat there but am sure it’s competitive with others in the space. I’ll have to do some research. Yesterday I had a couple of meetings and presentations in which I discussed the “Fruit Cocktail Effect.” When a brand tries to be too many things, goes the theory, it becomes none. Fruit cocktail, is a sweet sugary mess rather than a mélange of grapes, peaches, pear and cherries.

I watched a Zaxby’s TV spot last night and noted how very plain it was. Pictures of human beings, chicken shots, nature, nurture – the ad could have been for any product. The culprit? Fruit Cocktail.  

Zaxby’s tagline (de facto brand strategy) is “Friends. Family. Flavor.”  That’s three claims – if they can even be called claims. Flavor might be the closest thing to a claim.

No doubt Zaxby’s gets the chicken right — because they are a successful business.  Now they need to get the brand right. Zaxby’s needs a single claim behind which it can load up its proof. Make a claim…and prove it every day.

Peace.

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