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There seems to be a trend in website development these days… more and more cookie-cutter, template-driven websites that are wearily one dimensional.

The fact is, if you want the maximum return from your website investment, it needs to work on many different levels.  Let’s look at what those are:

The Functional, Phonebook Level

In case you hadn’t noticed, the phone book is fading faster than the first generation Blackberry.  Now that we all have a web-enabled computer in our hands at all times, Google is the phonebook of choice.

So on the most basic level, your website needs to function as a good phonebook listing so people can find you when they need you the most. Like in an emergency.

Here’s an example:  Say you’re locked out of your car on a cold night and you’re searching for a locksmith on your mobile phone. You’ll probably call the first company that meets this simple criteria… it’s in the neighborhood and it offers emergency service.

Comparison shopping doesn’t come into play.

But six months later you might find yourself back on the same site, with a completely different set of expectations. For instance, if you need new locks on all the doors of your office building you ‘ll probably sit down at the computer and compare a few locksmith websites before calling anyone.

Same, exact unique visitor — different context. Different search criteria. Different behavior. So in that case, the locksmith’s website needs to work on deeper, marketing level.

The Marketing-For-Dummies Level

The most basic rule of marketing is to make a good impression. Quickly!  If you don’t, you’ll never make it to conversion.  Doesn’t matter if it’s your website, a business card, a Powerpoint presentation, any other tactical marketing tool… the first step to success is making a good impression.

So how do you do that on a website?

Famous Chicago MadMan, Leo Burnett, once said, “Make is simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

Absolutely!

But that’s a tall order for most web developers, much less the typical business owner who’s muddling his way through a do-it-yourself website… Choose a color. Insert logo here.  Put content there.  Proceed to check out!

The fact is, most small-business sites fail miserably on this basic marketing level…They’re not memorable. They’re not fun to read. And they look just like a million other websites built on the exact same design template.

Maybe that’s why the bounce rate from home pages is so ridiculously high… They don’t make a good impression. In fact, most make no impression at all.

In every industry niche there are at least a half dozen online companies offering “specialized” website development services. Websites for golf courses.com, websites for dentists.com, websites for locksmiths.com. You name it, there’s a specialist for it.

Those specialists can provide an affordable, incremental improvement in web presence for many small businesses. Which is good. But the core competency of those companies is computer programming. They know how to code sites efficiently,

they don’t know how to color outside the lines. They don’t know the nuances of your audience. They don’t know copywriting or art direction or graphic design.

In a nutshell, they don’t know marketing. So they do sites that are functional, but flat. And frankly, not very valuable from a branding perspective.

The Conversion Branding Level

Pliny The Elder once said, “Human nature craves novelty.”

More recently, marketing guru Seth Godin said, “In a crowded marketplace, fitting in is failing. Not standing out is the same as being invisible.” The whole premise of his book, Purple Cow, is “if you’re not Distinct, you’ll be Exctinct.”

In his book “Disruption,” Jean Marie Dru, says “questioning what we think we know, strangling old clichés, going against the grain – these are the keys to successful marketing. The smartest brands have always acted this way. “

Unfortunately, most business owners have no idea how to think outside the box of their particular industry norms. Web programmers have a hard time disrupting the conventions of their tech-driven business. And very few people know how to communicate the essence of a brand in a website.

Start with a brand idea… A concept that goes beyond your product and price, and touches on a deeper meaning for your business.

For example, BMW’s core brand concept is stated very clearly: “The Ultimate Driving Machine.” It’s about engineering, handling and speed. It’s not a brand for soccer moms.

When communicated consistently, a core brand concept will provide three things: Differentiation. Relevance. And credibility. Every great brand maintains those three things over time.

Often it’s not an overt statement, it’s a collection of subtle cues and signals that come together to provide the ultimate take-away for the web user…

It’s the use of iconic, eye-catching images rather than stock photography.  It’s a headline that stops people in their tracks and gets them questioning your competitors. It’s navigation design that’s both intuitive to use, AND distinctly different.

That’s what branding is: The creation of signals and messages that convey what your brand stands for and establishes a distinct perception in people’s minds. When you do that better than the next guy, your conversion rates will dramatically increase. Guaranteed.

For many small businesses, the website is the most crucial touchpoint —  the first and only opportunity to connect with a potential customer.  So it makes no sense to scrimp.

Rather than just jumping into a quick, do-it-yourself site, stop and think about your brand.  Do you even know what your brand stands for?  What your promise is? Can you communicate your idea in one sentence? Do you really know your market, your customers, your value proposition?

Those are the fundamentals.  That’s the homework you need to do before you even start thinking about HTML programming and what you want to accomplish on every page of website site.

Because no amount of technological wizardry can compensate for the lack of a clear, single-minded brand idea.

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Incongruity: Breaking through all the babaganoushit.

November 11, 2011

Sometimes, one single word is everything. The difference between a marketing home run and a dribbling bunt.
I recently ran into a client who was completely fixated on one word in a headline: “Precious.”
“Babies are precious, not parking places,” she argued.
“Yes, but diamonds are also precious. And what’s more valuable than diamonds?” I countered.
By using that one word I exaggerated the value of the free parking and elevated that little product feature to an entirely different realm. It was an effective use of incongruity in advertising, and she just couldn’t get her head around it.
So I tried some alternatives…
“Popular” just didn’t have the same effect. “Convenient” didn’t have the alliteration I was looking for. “Valuable” just sucks. The more I searched, the better the word “precious” seemed. The incongruity of it was perfect for that context and purpose.
Incongruity in advertising is a mismatch between an element in the ad (product, brand, endorser, music, word, photo, etc.) and an exiting frame of reference.
Academic research on the subject has shown that “incongruity causes disturbances in one’s cognitive system”…
That’s precisely what advertising people are going for; a disturbance in your thinking that causes you to pause, consider or reflect on the brand.
“Impirical evidence suggests that individuals presented with incongruity are more likely to engage in detailed processing than they are with congruity, and may even respond positively to the incongruity.”
On the other hand, ads, tweets, presentations and websites that contain nothing new or different will not be processed at all.
Read the following blurb from a Bed & Breakfast website:

“Welcome to our home! We invite you to look around our website and consider a stay with us on your next visit to or through Lexington. When we open our door to you, we consider you as welcome guests, but want you to feel as comfortable here as you do in your own home. Our mission is to provide you with lodging, rest and meals that are memorably special, to do so with the kind of Southern hospitality you expect and deserve, in tasteful household surroundings that carry the tradition of Old South charm. You will find something “extra” everywhere you turn during your stay, from the bedding, room amenities, complimentary toiletries, and more…Each area has its own entertainment system, open WiFi access, and, for each room, individual climate controls. We believe you will enjoy your stay with us so much that you will regret having to leave, but depart looking forward to another visit. We hope to see you soon.
“Complimentary toiletries.” Really?
How long did it take for your eyes to glaze over and your ears to tune out? It all sounds so much like every other blah blah blah B&B website, you don’t hear a word of it. Your mind just skips over it, like a triple speed fast-forward button on the TV remote.
In marketing, the opposite of incongruity is not congruity. It’s invisibility! When everything lines up the same, old, expected way, the message becomes completely invisible.
Effective incongruity hinges on proper, relevant context.
Example: I recently used the word “babaganoushit” in a headline. The message was targeted specifically to restaurant owners — they know babaganoush when they see it.
The context made the incongruity of the word effective. If the target was the general public, it’d be a different story. If an element is totally out of context AND incongruent, it seldom works.
I recently saw a TV spot for a local realtor that was so wildly out of context and incongruent, it didn’t work at all. All you see are tattooed arms putting a puzzle together while the voice-over talks about “real estate market tearing families apart.” Creepy!
If you’re a client who purchases advertising, try to embrace incongruity. It could be one word in a headline that seems not quite right, or one image or graphic. Chances are, if it seems just a little outta place it’s going to work well. It’ll stop people in their tracks and engage the creative side of their brain. It’ll break through all the “babaganoushit.”
I could have titled this article, simply, “the power of incongruity.” But then, that would have been entirely predictable. Boringly congruent. One interesting word makes all the difference.

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Brand authenticity — Keeping it real, honest, genuine and true.

April 28, 2010

I hate buzzwords. Every time a new marketing term shows up on the cover of a book I find myself having to translate the jargon into something meaningful for ordinary, busy business people.

Lately, it’s “Authenticity.” Seems “keeping it real” has become a household term. And a branding imperative.

In The New Marketing Manifesto John Grant says “Authenticity is the benchmark against which all brands are now judged.”

If that’s the case, we better have a damn good definition of what we’re talking about.

“Authentic” is derived from the Greek authentikós, which means “original.” But just being an original doesn’t mean your brand will be perceived as authentic. You could be an original phoney.

trust and brand authenticityMost definitions used in branding circles also include the words “genuine” and or “trustworthy.” In The Authentic Brand it’s defined this way: “Worthy of belief and trust, and neither false nor unoriginal — in short, genuine and original.”

I think it’s also useful to look at the philosophical definition of the word… “being faithful to internal rather than external ideas.”  In philosophy of art, “authenticity” describes the perception of art as faithful to the artist’s self, rather than conforming to external values such as historical tradition, or commercial worth.

The same holds true for brands.

The authentic ones are faithful to something other than just profits. They have a higher purpose, and they don’t compromise their core values in order to turn a quick buck.  They are the exception to the corporate rule.

The Brand Authenticity Index says, “At its heart, authenticity is about practicing what you preach; being totally clear about who you are and what you do best.” When a brand’s rhetoric gets out of sync with customers’ actual experiences, the brand’s integrity and future persuasiveness suffers.”

I think the general public believes that marketing — by definition— is not authentic. Guilty until proven innocent!  And if someone sniffs even a hint of corporate BS they’ll blog about it, post negative reviews and announce it to all 7,694 Facebook Friends.

Ouch.

In a 2004 Fast Company article, Bill Breen said “Consumers believe, until they’re shown otherwise, that every brand is governed by an ulterior motive: to sell something. But if a brand can convincingly argue that its profit-making is only a by-product of a larger purpose, authenticity sets in.”

Nobody ever starts a company with the goal of becoming an authentic brand. Think back to when Amazon, Starbucks, Nike and Apple were just startups.  They were all authentic in the beginning. Each had a core group of genuinely passionate people dead-set on changing the world in some little way. And that esprit de core set the tone for the brand to be.

Patrick Ohlin, on the Chief Marketer Blog, says “Brand authenticity is itself an outcome—the result of continuous, clear, and consistent efforts to deliver truth in every touch point.”

It’s a by-product of doing things well. Treating people right. Staying focused. And not getting too greedy.

“Companies are under pressure to prove that what they stand for is something more than better, faster, newer, more,” said Lisa Tischler in Fast Company. “A company that can demonstrate it’s doing good — think Ben & Jerry’s, or Aveda — will find its brand image enhanced. But consumers must sense that the actions are sincere and not a PR stunt.”

Add the word “sincerity” to the definition. Sincerely try to do something that proves you’re not just another greedy, Goldman Sax.

In the age of corporate scandals and government bailouts, not all authentic brands are honest. If your brand values revolve around one thing — getting rich — it’s pretty tough build a genuinely trustworthy brand in the eyes of the world.

Amway, for instance.

Amway has an army of “independent sales associates” out there luring people to meetings under pretense and spreading a message that says, essentially, “Who cares if you have no friends left. If you’re rich enough it won’t matter. We’ll be your friends.”

The front-line culture seems to revolve around wealth at any cost. Then there’s the corporate office trying to put a positive spin on the brand by running fluffy, product-oriented, slice-of-life commercials.

It’s a disconnect of epic proportions. But I digress.

Let’s assume you have a brand with a pretty good reputation for authenticity. How can you manage to maintain that reputation even when you’re growing at an astronomical rate?

Be clear about what you stand for. Communicate!

Your brand values need to be spelled out, on paper.  After all, your employees are your best brand champions and you can’t expect them to stay true to something they don’t even understand.

That’s one of the key services at my firm… we research and write the book on your brand. We craft the message and then help you communicate it internally, so all your managers, front-line employees and business partners are on the same page. Literally. It’s a tremendously helpful tool.

Underpromise and overdeliver.

Now here’s a concept CEOs can get a handle on. If you consistently exceed expectations, consumers will believe that your’re sincere and trust your brand. It’s a fundamental tenet of brand authenticity.  If you’re constantly disappointing people, it’s going to be tough.

Don’t try to be something you’re not.

Being authentic means staying focused and saying no once in a while. The more you diversify, extend your product line or tackle new target audiences, the better chance you have of alienating people.

In a down economy it’s always tempting for small businesses to branch out. You take on projects that are beyond your core competencies, because you can. People trust you. Then if things go south you lose some credibility. And without credibility there can be little authenticity.

Align your marketing messages with your brand.

You sacrifice authenticity when your marketing messages are not true to the company, its mission, culture and purpose.  You can’t be saying one thing, and doing something else.

Alignment starts with understanding. Understanding starts with communication. So figure out your core brand values, and then hammer those continuously with your marketing team. Every time they trot out a new slogan or campaign you can hold up that brand strategy document and ask, is this in line with our brand?

Be consistent.

Another way you lose that sense of brand integrity or authenticity is when you change directions too frequently. I’ve seen this in start-ups that have new technology, but no clear path to market. The company just blows with the wind, changing directions with every new investor who’s dumb enough to put up capital. There’s no brand there at all, much less an authentic one.

Lead by example

One of the best CEO clients I ever had was a master of management-by-walking-around. His authentic, soft-spoken demeanor worked wonders with his people. He was out there everyday, rallying the troops and reinforcing the brand values of the company.

So if you’re in charge, stay connected with your teams and don’t ask them to do something you wouldn’t do yourself. When sales, or  marketing or R & D starts working in a vacuum, you often end up with an authenticity drain.

Hire good PR people

Like it or not, the public’s sense of your brand authenticity often comes from what the press says.  For instance, BMW’s claim of being “the ultimate driving machine” is constantly reinforced by the automotive press in head-to-head comparisons with Audi and Mercedes. According to those authoritative sources, it’s not a bullshit line.

Which really is the bottom line on brand authenticity. Don’t BS people.

trust and brand authenticity
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Masterful Brand Management

April 9, 2010

It’s Masters Week —  the biggest week of the year in golf, and a tide-turning event for several brands. Most notably, this one:

Over the last 9 months the Tiger Woods brand has, shall we say, strayed a bit. The “indiscreations” of Tiger’s personal life have cost his brand millions in endorsement deals, and even more in public goodwill. As one sports writer put it, “it’s the most dramatic fall from grace in the history of sport.”

For Tiger Woods and company, The Masters represents the perfect venue for a comeback, and an ideal brand affiliation.

See, Augusta National is considered hallowed ground. It’s like the Sistine Chapel of the golf world and its annual invitational tournament is like Easter Sunday with the Pope.  Every player and every “patron” out there considers himself blessed to be part of it.

Call it the halo effect… TW needs some of that sweet aroma of blossoming azaleas to rub the stink off of him.

The Masters Tournament Augusta NationalSo Tiger started the week in Augusta with a press conference. Every question was personal, pointed. And every reporter wanted to rehash the events of Tiger’s private life. To his credit, Tiger’s responses seemed genuine and heartfelt. Not overly scripted. But it was obvious that his answers were thought out in advance. As they should be.

From what I’ve read, the CEO of Toyota, with all his PR advisors, didn’t handle things as well. Put the billion-dollar TW brand in that context for a minute…  Toyota execs withheld information that put their customers at risk of death, and the press was easier on them than Tiger.

Different rules apply to our sports heroes.

In any case, Toyota has 50 years of dependable performance and customer loyalty to help pull it through this little bump in the road. And ultimately, when it comes to Tiger’s brand, performance will trump everything else.

As soon as he gets back to his dominant form and wins a few of these majors, like The Masters, people will begin to forgive and forget.

Keep in mind, his personal brand bordered on superhero status before all this crap came up.  But every superhero has his kryptonite, and now we know what Tiger’s is.

The events of the last year have had a polarizing effect on the TW brand. The people who weren’t Tiger fans before really hate him now. And he seems to be universally despised by women.

However, among the men over 45 who make up 75% of the golfing public, he’s still  more admired than despised. He still gets a standing ovation on the 12th tee at Augusta. Still inspires awe with his performance on the golf course. And that’s always good for business.

From a brand management standpoint, the other thing that TW and company did this week was launch a new commercial.

In classic, Nike fashion, the black and white spot features Tiger, just standing there looking stoic, while his father’s words hauntingly ask the questions that the entire world has been asking: “I want to find out what your thinking was. I want to find out what your feelings are… did you learn anything?”

The mainstream media and general public won’t recoginze the voice and might see it simply as PR BS. Some have called it crass and creepy. Others are saying it’s  “Exploiting his father’s memory.”

But the general public isn’t the target. Die-hard golf fans will know it’s the voice of Earl Woods, reaching out from the grave, and for them, it will have the desired effect.

It’s common knowledge that Woods and his father were very tight. One of the most poignant moments in golf history came shortly after Earl’s death… Tiger won the British Open and before he get off the 18th green he broke down completely in his caddy’s arms, grieving in front of the entire world.

So my hat’s off to the guys at Weiden & Kennedy. I think it’s fitting that it’s his father posing the tough questions. In fact, the whole concept hinges on it. Any other voice over and the spot’s not worth running.

Then there’s the look on Tiger’s face. They’re not making him look heroic. In fact, he looks like a guy in the doghouse, licking his wounds. Taking his medicine.

I believe the spot works from a damage control standpoint. And as far as brand personality is concerned, it fits. Tiger never was great at dealing with the fans. Not the most popular guy to get paired up with. Not the most forthcoming with an autograph or quick with a smile.

In other words, he was no Lee Trevino or Anthony Kim.

One thing’s for sure, the new commercial has a high buzz factor. And it makes you wonder, would all this have happened if Earl was still around, keeping an eye on his superstar son?

I was never really surprised by Tiger’s misbehavior. Dissapointed, sure, but not particularly surprised. He’s a rock star, after all. How many rock stars stay at the top of the game without a blemish for 15 years?

Just saying.

The Tiger Woods brand is definitely tarnished. But no matter what they think of his commercials or his off-course antics, no matter what they write about him, Tiger’s brand will recover and thrive because he’s so amazingly good at what he does.

His performance will dictate the script of his brands success. It may not come this week at Augusta, but it will come.

Tiger Woods promises to light up a golf course like no contemporary player can. He’ll always be intensely passionate. He’ll give everything he has to every golf shot he hits, and leave nothing on the course.

But I don’t think the TW brand promise ever went much further than that.

tiger woods comeback logo brand video
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Inspiration For Office And Website Makeovers.

March 14, 2010

Moved into a swanky new office building last week. (Great views of Mt. Bachelor, Broken Top, Three Sisters and the Phoenix Inn parking lot.)

As I was unpacking boxes, lifting heavy furniture and contemplating the feng shui, it occurred to me that professional service firms spend a lot of time and money on their office space. And rightly so.

For companies with no tangible product to sell, it’s a crucial component of the brand.

For instance, when it comes to selecting an ad agency, office space always figures into the equation. The workspace is a tangible display of the agency’s creativity and “out-of-the-box” thinking. Or lack thereof.

Clients love doing business with people in cool offices. They want to go somewhere that feels different, better, or more energized than their own office. It’s an escape from their normal, day-to-day reality. Take a tour of Weiden & Kennedy’s Portland headquarters and you’ll see what I mean.

For architects the office is an everyday opportunity to show off their work. It’s exhibit A in the firm portfolio.

For attorneys it’s about showing off their ivy league law degrees and proving, somehow, that they’re worth $350 an hour.

Harry Beckwith, in “What Clients Love,” tells how State Farm Insurance chose a firm to handle a huge payroll and benefits contract. They looked at all the proposals, narrowed the field, sat through presentations and listened to pitches from several very capable companies.

Then they dropped in, unexpectedly. They walked through the offices, said a quick hello to their contacts, and chose the firm that “felt the best” based on that one visit.

The details matter… Location. Colors. Layout. Even the coffee you serve says something about your brand. Is your company percolating along on Folger’s, or is it serving up a hot shot of espresso with a perfect crema on top?

When was the last time you freshened things up around your office? Sometimes a good, old-fashioned spring cleaning is just what your people need to get reenergized… Rearrange the furniture. Paint some walls. Change up the artwork. Shuffle offices around. Freak people out!

And what about your website? Many professional service firms with Class A office space still have old, Class C websites. And these days, your site is probably more important than your space.

Ask yourself this: Is there a disconnect between what people see on your site and what they experience at your office? Be honest.

Many small companies that are genuinely warm and inviting in person maintain websites that are far too chilly and corporate. They’re trying so hard to look big and important they overlook their own brand personality.

And vice-versa. Banks, utilities and public agencies work hard to make themselves sound friendly and personable online, then disappoint everyone when it comes to actual human interaction. The customer service can’t live up to the brand promise.

Ideally, you want to align the look, feel and functionality of your website with the brand personality, culture and operation of your company.

Easier said than done.

You can’t just re-write the copy of the “about us” section and call it good. You have to go back to an honest assessment of your brand… To your core values and your main messages that always seem to get relegated to internal documents and forgettable, corporate mission statements.

That should be the inspiration for your website redesign, as well as your office revamp. Not the latest advances in widget technology or a new line of Herman Miller office chairs.

It’s the message, stupid.

Getting the message right and communicating it quickly and clearly is the single most important goal for your website.

Far more important than impressing people with technology. (Unless you’re in the technology business.)

So before you sign a lease on a new office space or launch a website initiative, go back to your brand book for inspiration.

If you don’t have one, call me.

BNBranding new office building
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The Olympics — The world’s most powerful brand?

March 6, 2010

I love the Winter Olympics.

I got hooked as a boy when Franz Klammer made his infamous gold medal run at the Innsbruck Games, and I’ve been watching ever since. I have to admit, I even watch some of the ice skating. (But no Ice Dancing.)

The summer games are fun too, but they don’t have the thrill-factor of the winter games. A diver doing a twisting three-and-a-half into a pool just isn’t as compelling as a guy on skis doing a triple with five twists.

Gotta land on your feet and ski away when doing a “Hurricane”.

Olympics branding Vancouver Winter GamesThe Vancouver Games delivered everything I expected from the Olympics, and a little bit more. The event started on a very sad note, with the death of Nodar Kumaritashvili, a luge competitor from Georgia. Only one other luge driver has ever died in Olympic competition.

But there have been other unfortunate mishaps over the years. Terrorism in Munich in 1972. The Soviet boycott of the Los Angeles games in 1984. A bomb explosion in Atlanta in 1996.

Every time the games suffer a set-back, the Olympic brand bounces back stronger than ever. The brand is perched on such a high pedestal around the world, it’s almost bullet proof.

Here’s an example: In 1995, the IOC awarded Salt Lake City the Winter Games for 2002.  As it turned out, the decision was fixed. IOC members had taken millions of dollars in bribe money. As a result, the top leaders of the Salt Lake Olympic Committee resigned. Ten members of the IOC were expelled and 10 more were sanctioned.

But the Olympics rose above the fray. By the time the Salt Lake Games commenced, the scandal was all but forgotten. Organizers actually raised the price of corporate sponsorships 30 percent.

In the last 10 years the pricetag for an Olympic sponsorship has risen dramatically. NBC paid $5.7 Billion for television rights through 2012. Visa paid $65 million dollars just for the privilege of associating their brand with the Olympic rings for four years.

No other sporting event commands that kind of attention in the corporate marketing world. You could argue it’s the most desirable brand affiliation on earth.

Why? Because the Olympic brand represents something that goes way beyond athletic competition. It’s the intangible “spirit of the games” that makes it riveting for the audience, and desirable to the corporate world.

Every Olympic Games is filled with real-life stories of triumph and tragedy. Every night for two weeks there are new characters, new story lines, new scenic backdrops, new drama. It’s heroes and underdogs, great feats of strength and stamina juxtaposed with delicate dance moves and tears of joy.

As the San Jose Mercury News put it, “it’s the ultimate reality show.” And we eat it up. It’s human nature. It’s a two-week event, every other year, that has all the components of great brands.

If you’re trying to build a brand of any kind, keep these things in mind, every day:

• The Olympics are authentic and unscripted.

At the Olympics you find ordinary people pursuing their favorite sports, not for the million-dollar endorsement deals but for the pure sense of personal accomplishment. Especially in the winter games. (Even in Canada there can’t be much money in curling.)

The authenticity is obvious in the post-run interviews… The athletes are articulate, less rehearsed and obviously passionate about their sport, and about the Olympics. You don’t get those canned, banal responses like you do in the NFL.

And when it comes to PR damage control, the IOC has handled things pretty well. When Olympic officials went on TV to face questions about the luge incident, the tears were genuinely heartwrenching. No spin whatsoever.

Toyota could learn a thing or two.

Winter olympics in Vancouver Whistler Canada• The Olympics are dramatically different.

Most notably, the Olympics are less commercial than other mega-events like the Superbowl or the soccer World Cup.

There’s no on-field branding allowed in the Olympics. You’ll never see a giant VISA banner hung behind the medals stand or along the boards in the figure skating arena. And the athletes aren’t plastered with logos, ala-Nascar.

At The Games, the Olympic brand always takes precedent over any other type of branding, personal or corporate. So even when you have NHL and NBA stars competing, it’s not about them. It’s about The Games.

The competitors even take an oath. They swear to uphold the tenets of the Olympic Charter and willingly pee in a cup after every event. They are required to put their own, personal gains aside for two weeks and compete “in the spirit of friendship and fair play.”

It may seem a little cheesy, a little old fashioned, but that’s a central element of the Olympic brand.

• The Olympics have remained relevant for more than 100 years.

The characters change, individual events evolve, but at The Olympics, the themes remain consistent.

There’s something uniquely compelling about obscure sports that you’ve never tried, and that you only see during the Olympics…

Ski as fast as you can — uphill — then stop and shoot, without missing.

For people who never ski, it’s hard to relate to ski racing of any kind. Same can be said for the skating events… The general public has no concept of the difficulty and physical demands of a 4-minute program. It looks too easy.

And even though most people can’t relate, they still watch. The Vancouver Olympics drew massive television audiences, even beating out American Idol in the Neilson ratings. Almost 35 million Americans tuned in to the last part of the gold medal hockey game. And in Canada, 80% of the population watched at least part of that game.

And hockey wasn’t the only big draw. Overall ratings in the U.S. were up 25 percent over the 2006 games in Torino. This year, snowboarding, skier-cross and short track speed skating helped bring in record audiences among the 12 to 24 year-old demographic. Just as I was enthralled with Franz Klammer, a whole new generation will be inspired by Shawn White and Apollo Anton Ohno.

• The brand is way more than a mark.

Five, multi-colored, interlocking rings. That’s the official mark of the games that dates back to 1920. As the Olympic Charter states, the rings “represent the union of the five continents and the meeting of athletes from throughout the world at the Olympic Games.”

But the Olympic brand is much richer and more meaningful than that.

You’ll often hear brand managers and consultants talking about “core brand values” and the underlying meaning of great brands.  When you watch the Olympics, and get sucked into the storylines, you can see what they mean.

Olympics branding Vancouver Winter Games
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A brand worth watching. And flying.

February 21, 2010

Here’s a news flash for all of you who are 35 or under: Flying wasn’t always this bad. There was a time when racking up frequent flyers miles was, actually, a little glamorous. You could fly the friendly skies and have a pleasant experience.

Sorry you missed it.

In the age of strip searches, baggage fees and laptop bans, most airlines are as bad as Greyhound busses. Cattle have it better on the way to the slaughterhouse. Every time I board a flight I think, “wow, there’s gotta be an opportunity here for an airline to do things differently.”

Sure enough, a small start-up airline out of Toronto is jumping in, and turning the clock back to better days in coach.

Porter airlines brand advertsingIt’s too early to tell if Porter Airlines will become a success story in the airline industry, but there’s a lot to be learned from their launch. From a branding standpoint, they’ve done it right.

In 2006, Robert Deluce, Porter’s CEO, made a conscious decision to build his airline around the brand, and vice-versa. According to Marketing News, he approached branding agencies with his vision, a business plan and a well-defined value proposition built on three things: speed, convenience and customer service.

Convenience was guaranteed by making Toronto’s City Center Airport the home base, eliminating a long commute from Pearson International. Speediness comes from fast turboprop planes and streamlined check-in and baggage service. And customer service… well the bar was pretty low, and Porter’s a fairly small airline, so it’s been easy to provide service that one customer described as “a real joy.”

Early on, Winkreative, a branding firm with offices in London, New York and Tokyo, was hired to coordinate the entire affair. They handled everything from naming the company to the interior design of the airplanes, website development and furniture selection in the airline’s lounge.

Rather than splitting it up between three or four firms, it was a well-coordinated effort based on a solid brand premise and a single creative approach. And it’s carried through in every aspect of the operation.

“It was meant to be something fresh, something innovative, something stylish,” Deluce said. “There’s a part of it that’s a throwback to the past… to a time when travel was a bit more fun.”

I love the simplicity of the name. “Porter” conveys how the airline would carry passengers with care and help lighten their load.  And the tagline, “flying refined,” sums it up without pouring on the fluff.

Thankfully, the graphic design falls in line perfectly with the idea of refinement. If you say you’re refined, you better look refined!

The sophisticated, subdued color palette and the quirky raccoon character work tremendously well together. Sorta reminds me of Olympic mascots from years past. You can debate the wisdom of using a raccoon, but the design work is fun, distinctive and superbly executed in every medium. No one’s going to forget it once they’ve experienced it.

Porter airlines branding case study airline brandFrom the blog, Design Sponge: “This Canadian boutique airline is the most well-designed airline I’d ever been on and seemingly every detail had been given a lot of thought (including their adorable lunch boxes and chic on-board magazine named Re:Porter).

But the Porter brand is a lot more than just pretty pictures and a fancy in-flight magazine. From what I’ve heard and read, the entire operation is living up to its brand promise and exceeding expectations.

Travelocity says: “From top to bottom, inside and out, Porter Airlines has raised the bar. This new standard in air travel is evident not only in their ultra-modern facilities, but also in the quality of their staff. Each team member has been specially selected and trained to put travelers first with impeccable and innovative service.”

Nine out of ten customer reviews on SkyTrax are overwhelmingly positive.: “It’s exactly what it advertises: flying in style… thanks for bringing back the type of air travel everyone should experience and expect!”

And after scouring the travel blogs, I couldn’t find a single negative review.

From the World Hum travel blog:  “I loved flying Porter Airlines… A smooth operation, friendly staff, and free snacks. It was a pleasant reminder that air travel doesn’t have to be a succession of minor inconveniences and discomforts.”

Many people have never known anything but discomfort and inconvenience in air travel. So for them, Porter will be an entirely new experience, somewhat foreign and unexpected. And once they’ve flown Porter, their perception of the other brands will be forever tainted.

For older generations, Porter is a throw-back. An emotional trigger that harkens back to a simpler time when all the airlines did a better job.

I haven’t flown Porter, but I hope to. (It’s almost enough to justify a trip to my grandma’s hometown in Nova Scotia.) I hope they can succeed in a tremendously difficult and competitive industry. I hope they can scale up their operation without sacrificing the heart of the Porter brand. And I hope more airlines follow suit.

But I’m not optimistic. Few airlines are built on such a solid brand premise, and most are just too darn big to change direction in any substantive way. So the opportunity for little carriers like Porter, will still be here for the taking.

If they can just remember those good ‘ol days.

Porter airlines brand advertsing
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