Posts Tagged ‘brand’

Brands That Try Harder

Posted by Robert Weitz on January 28, 2013 3:48 PM

Just as the perfect marketing system can illuminate brands that are worthy of your trust, they can also convince you to buy something that is not trustworthy.

The snazzy slogans, white-cloaked scientific experts, and the phony “proof” that elevated brands into the upper spheres of our trust no longer works, and listing irrelevant benefits doesn’t fool anyone in the post-Google information age.

Red Bull Bus

We are more sophisticated. If someone tells us that Wonder Bread “Builds Bodies in 12 Ways”, most of us know that other breads build bodies in millions of ways and the tagline is meaningless. There are so many brands, and such a limited range of language that is compliant and appropriate for advertisers to use that listing benefits or trashing your competitors is for the most part completely ineffective.

So how does a brand wow and capture the hearts of consumers when their products have iffy or negative value? Sure, energy drinks, cigarettes, and junk food have their benefits and provide us with a jolt or momentary satisfaction, but the main thing we get out of buying into one of these brands is a sense of belonging. That is why companies that make addictive consumables put so much muscle into brand building.

Red Bull Bus

 

 

 

Red Bull, Coke, Pepsi all promise belonging. They build a lavish culture that makes you feel part of something huge. Massive trucks, hot sexy people, memorable music and characters along with celebrity connections can be had by simply buying a 6-pack of bubbly black sugar water and caffeine. There is a good body of evidence to be considered that links excessive consumption of sugary caffeine drinks to a plethora of health issues including obesity. It’s ironic that while the brands promise belonging when you consume lots of their beverage, you will most likely become fat and be marginalized.

Not that this kind of branding is completely negative—it provides an intricate, elaborate, and imaginative cultural backdrop for musical talent, artists and bus painters (and might even help provide some culture where there would be none). But do we want Red Bull, Coke, and Pepsi telling our kids they need to drink sugar water to be part of something? And do we want that something to be bad for their health?

So – Where Do We Begin?

Posted by Robert Weitz on May 29, 2012 9:45 AM

The two questions that haunts every human endeavor is “Where do I begin?” and “Where do I end?” When do I choose to disrupt and impose my will on a situation, and when do I back off and let nature take its course? The boundaries constraining beginnings and endings, while sometimes very clear, can more often be a source of great pain and dissention.

I had a beautiful moment some years back when I ran into a brilliant, self-doubting environmental reconstruction professional. I wanted to visit the Seven Sacred Pools at the end of the Hana Highway on Maui. Dylan and I braved violent weather like they hadn’t seen in 27 years that included hail and washed-out roads. We arrived at the Seven Sacred Pools at 9am.

We were the only visitors around, and a guy who looked like Willie Nelson in a park ranger’s outfit approached us. After some chatting that got serious and deep quick, he offered to take us to see the Seven Sacred Pools. About halfway down the trail, we realized that he needed someone to philosophize with and was relieved to have bright people to unload his woes. He was responsible for the oversight of the restoration of the Seven Sacred Pools. He had been since his service in Vietnam, and had received a PhD in biology, specializing in environmental reconstruction. What was getting him was “Where do I begin?” and “Where do I end?”.

He explained that while the Seven Sacred Pools was, in his opinion, a great success, he pointed to other projects he directed that caused ruination. These included protecting an endangered local deer that eventually defoliated a large swath because they no longer had the right mix of predation and survival. He saw the Seven Sacred Pools as a metaphor for a question that will have to be asked all over the planet. During the initial survey of the pre-existing conditions, they found out that the immigrant Polynesians had altered the Pools, and that those interlopers had planted a lot of the current foliage some 400 years earlier. So, what should they be restoring the Pools back to?

With brands, this gets wildly complex—Where do I begin? Where do I end? I have done brands for startups, makeovers for established brands, and brand extensions for new products and services. Today’s brands are often complex, multilayered and interdependent, so change is expensive.

Communication systems, social networking and advertising are getting more powerful, and companies are finding that they have to adjust their entire branding program to accommodate a technology that has quickly dominated their sector. If there’s a platform like Yelp, Foursquare, Facebook or Twitter that has been adopted by most users in your industry, you may be forced to adapt your entire way of expressing your brand so that you look best on that platform.

Your logo identity, the story that you tell, and the image you choose to represent your company may not be right for the kind of media that’s in the marketplace. While it looked great in print, it may be horrible for new media applications. Also, your technical back-end might be old and poorly integrated. A brand that wants to exude confidence and trustworthiness must be consistent at every touch.

As we all know, there are situations where we can do a few minor adjustments and greatly improve a forest, a home or a brand. But there are also situations where getting rid of the old and ushering in a revolution makes sense. Most situations require a careful mixture of destroying and building. Patching will often result in loss of brand equity, while careful crafting and planning are what it takes to create a healthy brand and keep it alive.

A Brand is a Very Emotional Thing

Posted by Robert Weitz on November 17, 2011 8:15 AM

Logos are a very important part of building a living brand. They are too easy to do for beginners, and too difficult for masters! They are completely misunderstood by most people, and they have the power to drive countries to war, inspire immense humanity or great irony. Put the wrong 2 symbols together and one might become so offended that they take physical action to remedy the situation!

So much emotion and storytelling can be packed into a logo that just by seeing it, we are willing to trust our lives, fortunes or happiness when they are present. Some logo symbols like the red cross are so powerful that they allow a vehicle to enter a hot war zone and not be blown to pieces. What is it about these singular symbols that evoke such emotion, and commands such attention, that it will sometimes weigh more than a life or a country’s well-being?

First let’s talk about form, and then let’s talk about how the owner of the symbol sees it, and how the user sees the same symbol. If they align you have success, if they don’t you have symbols that are meaningless, convey the wrong things, or out and out lie! Having designed many, many corporate and personal logo identities, I have seen the thought process people try to go through and all of the potentially bad moves and silly assumptions. So here are some of my observations:

  1. The back-story means little or nothing to the consumer/user.
  2. The most important thing is that the logo is clear, easy to understand, and looks good in every media it will appear in/on.
  3. Forget about the owner’s favorite colors, fonts, animals, or that he/she likes turnip shapes. What is important is that the brand and logo identity touches and connects with the intended audience.

There are back-stories to the symbols we anoint to stand for our ideas, but they are either post-rationalizations or often opaque to the everyday follower or customer. The weakest logo designs try to tell the story directly, while the most powerful stand for great stories.

They allow us to condense our understanding of  a story into a tiny compressed form. That’s why these symbols and logos are so powerful. Symbols and logo identities that try to explicitly tell a story can work, but the story is rarely evident or interesting to the user. The symbol is an efficient, compact way of storing the feeling people have about you in general. So, when companies like Toyota have reputation failures, the symbol that stood for safety and reliability becomes sadly ironic, and all that story works against them.

I’ll leave you with a sobering thought: If we mix any of the above logos and symbols in an insensitive way, we could evoke emotions that would drive people to kill and destroy, or at least sue or prosecute. Conversely, the right combination of symbols or logos could result in peace and reconciliation, or great commercial success. In future postings, I will go into some of my ideas about the power, mystery, humanity and usefulness of logo identities and how they work, don’t work, or act silly and spoil everything!

 

Godd Is In The Dettails – Kunming Retailer Trashes Apple Brand

Posted by Robert Weitz on July 21, 2011 10:33 PM

I could not resist the urge to discuss this story in BirdAbroad’s blog. BirdAbroad takes us to an “Apple Store” in Kunming, China, that is a fake!

Apple Store

The reason I could not resist is that comparing the real Apple brand to the fake Apple brand is a great way to demonstrate the importance of things like quality control, consistency, honesty and legitimacy in the making of a great world-renowned brand. The reason we brand merchandise and services is that we either want to clue people to the quality of our products or, in this case, deceive people about the quality and trustworthiness of fakes! Wanna buy a Rolex cheap? Or is this an authentic Gucci handbag replica?

The problem is that the real Apple, Rolex or Gucci makes a promise and keeps it, while the fake is a lie and cannot live up to the high standard of people who really care about their long-term relationship with customers. The real Apple store cares about quality control, consistency, integrity and honesty because they want to keep you involved with their brand for life, while the fake Apple store wants your money and is willing to fake an entire brand to get it. The reason this is such an interesting job of fakery is that it is like the joke: A con man goes into a store in a remote rural part of the U.S. and tries to pass some $18 bill. The clerk in the store agrees to break his $18 bill, asking him if he wants three $6 or two $9!

While there are so many blatant errors in the counterfeit Apple Store, the glaring examples underline many of the mistakes companies make in the design, execution and oversight of their brands:

  • A brand promise that is impossible to fulfill.
  • Inconsistent graphics, colors and material choices.
  • Poor execution: graphic no-nos abound to the designer. The public will just sense the place is a little crappier and less organized and beautiful.
  • Horrible quality control: Spelling (obviously not a dealbreaker in China), look and feel, peeling paint, wanky staircases are so not Apple!!!
  • Fraud and trademark infringement: While this is obvious, we have witnessed a devil-may-care attitude in marketing that results in brand confusion, search engine ambiguity and lawsuits.

The Apple, Rolex and Gucci brands are what they are because of a fanatical effort that goes into every aspect of their company and the way they present themselves. While Apple, Rolex and Gucci are the real thing, this fake Apple Store is a “paper tiger.” It has stripes and a tail, but you can stick your hand right through it.