Coca-Cola recently announced a new strapline for the brand, uniting all the different variants of the brand. As Coca-Cola spend more than 3 billion dollars a year on advertising this is quite a big event. The new strapline of “Taste the feeling” replaces “Open happiness”. This strikes me as a step backwards for the brand on two levels. Firstly, they are moving back from a more emotion based positioning to one that is much more functional. And secondly, I really don’t see how “Taste the feeling” differentiates the brand from a multitude of others. Read more »
Archive for the 'branding' Category
“Orange is the happiest colour” – Frank Sinatra
I spent the weekend in Jakarta and stayed at one of the Harris hotel. I was struck by the consistency of the hotel’s branding (they are part of a chain). This is most obvious in the consistency with which they use the colour orange in the lobby, the rooms, the coat hangers, flip flops, bathroom accessories, toothbrush, signage, seating, carpets and on and on. With a flash of green in the logo and occasionally in the hotel too. Read more »
TapestryWorks have always argued for and emphasised the importance of distinctive brand identity in building successful brands. It makes complete sense in terms of the brain science and the importance of pattern recognition and the building of mental associations linked to emotional needs and context. And now the data is in! Read more »
If you want to talk to the emotional brain then you need to talk a language that emotions speak and hear, and that’s much more the language of the senses, especially the visual sense, than it is words. Visual approaches can help us understand the core of the esSense of a brand, by understanding the emotional story that underlies the goals or motivations of customers.
There are many frameworks for developing brand identity, including prisms, onions, pyramids and a multitude of shapes and structures. In Brand esSense I use a simple framework of Why, What and How to think about the different touch points that communicate brand identity, and this is the framework that TapestryWorks use in our Brand esSense® workshops with clients, taking the ideas beyond touch points to consider all relevant elements of brand strategy and execution. This is a powerful and simple way to think about the most important truths of your brand and business.
I went to see The Lego Movie on Friday, and in the words of the song that opens and closes the film, “Everything is awesome”. I loved every minute of the movie, but as well as being a great movie this is arguably one of the greatest pieces of branding you will see this year. Here are three reasons why. Read more »
The Meaningful Brand was published late last year and is an addition to the growing literature on the importance of building brand salience through the meaning that brands have to customers. I should declare that my own book Brand esSense is also part of this literature. In the book Nigel Hollis focuses on Millward Brown’s framework for measuring brand value, providing some useful tips and good examples along the way. The most important lesson of the book is that long-term brand building is as important, if not more important, than ever, despite the urges of some to ditch long-term branding to the needs of short-term tactical marketing in the digital age. Read more »
Many of our intuitions about behaviour are now being confirmed by some of the latest findings in neuroscience and psychology. Although market research is making great strides to incorporate this new understanding of the mind, there is a long way to go. Much marketing and market research practice continues to hold tightly to the belief that decision-making is rational. Which leads to three key questions for marketing:
- How important are emotions in advertising?
- How do we all really make decisions?
- How can we leverage emotional signals in marketing? Read more »
“Turn up the signal, wipe out the noise” – Peter Gabriel, Signal to Noise
Successful marketing builds the physical and mental availability of a brand. Robert Woodruff, former Chairman of Coca-Cola once said that the brand should be “always within an arms reach of desire”. Coca-Cola does a great job of building physical distribution. How do brands build salience in customers’ minds? The key is to create a rich network of relevant associations with the brand and ensure that the brand’s signal is always heard above the noise of the marketplace. Read more »
For those who want to understand how to make their marketing campaigns effective, there is no better read than The Long and the Short of It by Les Binet and Peter Field last year. The 80 page booklet is a clear and easy to read summary of a high amount of analysis, covering almost 1,000 campaigns and 700 brands across 80 categories over 30 years (although the focus is on the last 10-12 years). Their analysis can be summarised by the Peter Drucker quotation they use on the first page of the report, “Long-term results cannot be achieved by piling short-term results on short-term results.”