I am a Brand. Where is my strength?

The fun in branding comes from the personality you want your brand to portray. Whether it be luxury, youth, power or fun, a brand's 'aura' represents people, which means that what a brand stands for is vital.

Building brand awareness is the key to communicating brand image, but a lot of companies mix up their messages, confuse their audiences or even try and copy other brands unsuccessfully. Brand personality carrying solid values is the starting element to any brand awareness campaign or advertising strategy.

What is a brand you ask? Funnily enough to most people who have not studied or worked in marketing, a brand is the same thing as a product. Unfortunately that is a common misconception. A brand is a symbol. It represents a company, its products as well as the people who choose to buy it.

In the end a brand gives products meaning, it makes them belong.

McDonalds and Coca Cola for example are two of the most recognised and valuable brands in the world. They have achieved their brand recognition through decades of cult communications and local/global marketing tactics. Both brands have a unisex appeal which is quite rare, and despite being American, both have created a sort of 'ours' value worldwide. The only brand I can think of that has done that even more successfully is Nivea. Nivea cannot be compared in terms of worth to McDonalds or Coca Cola, but if you ask a French person where Nivea comes from, they will say France, a British person will say Britain and so on. Obviously the brand is German, yet it is portrayed in a 'national' sort of manner, which gives it a priceless appeal of belonging.

Companies need to recognise what strengths hide in their brand.
What does their brand represent? And most importantly what should it represent?

Since brands speak on behalf of companies, they need to make a statement. 

They need to symbolise a company's core competencies, but create an image of awe and inspiration. They need to represent people and stand for something more than just a cheeseburger, a caramel drink or a white cream.

The sooner companies realise this, the better.

The Perfect Salesman

Unimaginable to us educated individuals who feel they can resist any trick plotted by a salesman, is the idea that some strange man or woman could actually succeed in selling us something that we did not want or think we needed.

It is true, unfortunately, that even the most dismissing and rude of us, to whom salesmen are the chewing gum that sticks to your shoe on the street; annoying and persistent, even to these people salesmen can work their magic.

How do they do this??


The answer is difficult, but still obvious. A good salesman plays on your emotions, enters your soul and pulls out your weaknesses and doubts. As evil as that sounds, a good salesman can actually make you feel good about your purchase at the end of the day.

And don't be fooled about your knowledge of where salespeople reside! A salesman can be hiding anywhere, including the not-so-innocent-looking charities.

                  Most organisations believe that sales and marketing are the same thing, but that's not true. Marketing supports sales, it does not go out and talk to clients or consumers to sell them something. Marketing promotes, it acts as a secret weapon to an organisation's revenue and profit increase. Yet sales is the forefront army that fights to get the money in.

So what makes salesmen successful? Well... in my marketing degree I was told that there is a several stage process to a successful salesperson, including finding your best alternative to a negotiated agreement, finding out as much as you can about the other party etc. Yet a good salesman is a person who can really see the problem and offer an excellent solution, without making you feel worse about the problem or without making you back out at the last minute.

Salespeople come in different forms and sizes, they can be the sales assistant at a department store or a telesales person from the local non-profit organisation. No matter what place or representation the salesman stands for, he or she still needs to have outstanding relationship and communication skills to be able to befriend, persuade and satisfy the customer.

So, a salesperson at Selfridges, working behind the beauty counter, should have a perfect knowledge of all products as well as knowledge of what customers look for and need to combat all possible problems they may have. At the same time a telesales person at, for example WWF, will need to know how to approach potential customers by understanding what it is that makes them donate to charities, and why that individual person might want to give money for a good reason.

It may seem as simple, but selling is not something you can just learn. It is a skill, a motivation, a challenge that brings big bucks to an organisation, which in the end is not the easiest job in the world.

Have YOU advertised on YouTube yet?

I believe advertising on YouTube is the best way to get the target audience's attention online. Whether the organisation chooses a video advert or just an interactive banner slammed onto YouTube's homepage; one way or another it is a great way to grab attention.

Currently, on my YouTube homepage, the only visible advert is a video ad of LG as seen above in the picture. Whether I want to or not, I still look at it, because it is a moving image right in front of my face. Cleverly it is without sound, so as not to annoy you, yet if you wish you can un-mute it and watch (which I'd recommend, since this ad is tailored to the World Cup 2010 and is rather funny).

This blog entry will be short, because all that needs to be said is that YouTube advertising is attention grabbing for the consumer, and thus advantageous for the company. 

Now the interesting thing to know would be what the purchase/sales rate of the advertised product is after its placement on Youtube??

The God among Brands

Yes.  It's Apple I'm talking about.

               Increasingly worshipped by loyal pilgrims all over the world, Apple could write a holy book, make it into a sleek design and would immediately create a craze. The company, no --- the BRAND --- of this corporation is increasing value by the second.

iMac. iPhone. iPad. iPod.... and so on are now cult names among sexy, shiny, sleek technology. Gone are the days of the Dell... the HP... or the Microsoft! Yes, I said it.

And I admit it.

                      I am an Apple fan.

Every time a new Keynote from Steve Jobs appears on the Apple web page, I get a slight tingling feeling down my spine as well as the same excitement as when a good new movie's coming up. It is utterly ridiculous for a woman to get so excited about a presentation of new technology. But I can't help it.

I am, like billions, an Apple worshipper.

Apple's brand has created an untouchable shield of gigantic proportions. You seriously cannot touch it, because in the end a brand is an intangible asset to a company. But what an asset it is!

This brand has tried and tried to beat the stereotype, the magic spell put onto the world. I'm a Mac. I'm a PC. Say it the way you want it, but I'm a PC has left the ship.

The thing about brands such as Apple is that they are unique. Apple is not like Coca Cola and it is not like Nike. When you hear the word Apple you don't think of Apple's logo, you think of the products. Apple has managed to make its products represent its brand. It has put this invisible shield of brand power over each and every piece of technology it produces. It has made its products speak for themselves.

Just look at the queues outside of Apple stores when a new product launches. This can be compared to the queues of children waiting for the release of a new Harry Potter movie...

It is incredible how the power of this brand has transformed branding as we know it. In the end,

Apple is...

The God among Brands 

What a result.

The Socialites of Media

Everyone in marketing knows how social media is overtaking our world. You don't even need to know what marketing is, yet you still probably have some kind of a social portal account. Social media is so huge, that there are even social media agencies that consult companies on how they can get themselves noticed via this communication channel....

So what's all the fuss about?

Why get a Twitter account, why advertise on Facebook and what's the point of YouTube if you are an organisation??

Well it is the freedom you are offering your customers. You are giving them the choice to 'follow' you, to 'be your fan', to make 'comments', to 'subscribe' to your videos... and many many more possibilities for your customer to have a voice.

  Social media is a choice. It is a shared moment between an organisation and a customer.

People sharing information about Your Organisation, on Your Sites, controlled by Them. Yes. That's right.

Take Twitter. Not many people still understand the point of it, but many people, including me, like to follow companies or important people, to see what they are thinking and what is new. It is like a mini feed of news, yet its news a customer chooses. And as a company, this is Great News.

         Facebook on the other hand lets your organisation have a fan page. Brands such as Nutella or Coca Cola, Starbucks and so on have fan pages with millions of members. They have applications that people can add to their profiles, they have games. These companies are making themselves visible and people choose to add them. The customer's choice is ultimately the company's winning solution.



So, somehow I don't understand why so many organisation haven't adopted social media yet?

Anti-Competitor Advertising? In the US all is possible...

The UK is a country of politeness, gentlemen and undisputed tea habits. Its traditions generally tend to apply within all areas of the country's industry, including advertising.

Yet within the high-flying-all-is-possible United States of America, such traditions and polite measures do not apply. Take one of my favourite brands, Audi, for example.

Audi is an innovator in terms of its marketing strategies. It has especially outperformed itself within the US. Yet some of its marketing tactics, even if amusing, tend to be what some would claim as anti-competitive.

Click on the video below to see the advert of Audi vs. BMW









Personally I find the advert amusingly entertaining and very spot on, but as throughout my academic participation I have been told, anti-competitive advertising can be in parts illegal and lead to retaliation or worse legal action. Even though this advert isn't in any way negative towards BMW [and perhaps also not really anti-competitive], it still bears the question of what certain companies are capable of when wanting to appear 'better' than the competitor?

Despite it all, Audi's tremendous growth in car sales and brand awareness within the USA has made it a brand to look up to. Despite the current economic situation, the German manufacturer has overcome all stereotypes of 'Quick, there's a recession - let's cut our marketing budget!' and continued to focus on success via keeping to its marketing strategy and not allowing a crisis to drag it down.

Apart from that, I'd say Audi within the USA is a little giant about to take a big bite out of the luxury car market, stealing the spotlight from Lexus, Mercedes and BMW.

Pretty impressive I say.

Super Minis

A while ago I noticed a rather interesting outdoor ad of the Mini Cooper. The agencies behind the car manufacturer's advertising strategy really have something going for them...

Take a look at this... 


Not only is it genius, but it also plays on the advertising critic's nerves. Outside adverts such as this example make any advertising sceptic, among the many, remember the brand without even blinking an eye. Bold and focused ads like this one are what I believe to be a fresh change in the advertising world of offline communications.

But Mini generally contributes excitement with its printed or outside advertising. Its own website cannot really boast the same pride, but its advertising gurus can. Another advert they have done well is the one below.

Slightly a reminder of the Citroen Robot Dance ad that made an impact a few years ago on television, as well as a play on the film Transformers, yet this advert makes a statement about the great British little auto's personality; adding more to its brand value than a typical car ad plastered on a blank screen of a magazine spread.

Mini ads are inspiring, and they are the creative thinking engines that push me to write about marketing.

Hello...

Created: 

2010

About: 

Marketing, Advertising, Communications, Digital and so on

Owner: 

Cranfield University Postgrad Student

Location: 

England - Europe

Short Bio: 

This is Marketing. Marketing has two personalities - Creative and Complicated. I choose the Creative part and I write about it. 

If you like it, feel free to follow

Credits:

This is a smart and serious blog... no funny business.

It's very serious.

So serious in fact, that there is no place for anything else.

Full Stop