Barrier Marketing - The Elephant in the strategy.

I believe strongly in writing strategy based on uncovering the barriers the organization has to bridge to be successful. Not everyone uses what I call "barrier marketing" but a whole pile of people do.

The premise is if you don't address the key obstacles a target audience has towards believing what it is you want them to believe/buy, then you are wasting your time (and money) engaging with them in any way about anything but the elephant in the room. It wasn't until this last 15 years of my marketing communication career that I became such a big believer of this approach to strategic planning. It was a central tenet at McCann Worldgroup when I worked there and it still drives my consulting practice today.

If you don't know what the barriers to success are for your organization, spend some time and uncover them. In the meantime enjoy this great post on discovering barriers and acting on them, not motivational statements, by UCLA Professor Richard Rumelt.

http://www.mckinsey.com/insights/strategy/the_perils_of_bad_strategy?p=1

Social License to Brand

The other day I was at an event where I heard the term "Social License To Operate" used again and again. After the event, I realised that I am seeing the mainstreaming of this term more and more. Now to me, this social license to operate everyone is searching for, is just a more "timely" way of saying, I need to build a brand position that is relevant to the communities my organization interacts with, because if I don't, I won't survive.

Remember, branding applies to anyone or anything that needs or wants to own a position in people's minds. So, if you are an organization that depends on people acting in a manner that will strengthen your cause, then you must brand that position, and communicate it through paid for, owned and earned media. If you don't then you have no way of influencing the discussion that is going on around your cause.

Today an organization's social license to operate is written by its stakeholders, and they have the power to voice how they want entities to act if they want their support. So if you have not built a mechanism that engages or at the very least listens to what the stakeholders in your communities are saying, then you really do not have a license to brand, let alone operate.

Interior Brandscaping

The pictures below from a new renovated medical spa in Edmonton (www.mdspa.ca) is a great example of taking a revitalized brand position as a boutique medical spa and ensuring the "interior brandscape" matches the new position. So often the brand experience inside a retail environment does not match the brand experience being presented outside the brick and mortar of the business. This is no longer the case at mdspa.

Interior Brandscaping By thejackietouch

If you want to learn more from the person who did this interior brandscaping contact jackie@thejackietouch.com

Social Media Before "Social Media"

As I watch with eyes wide open how social media today continues to expand the use of user generated content for eventual use in more mainstream media, I went back to 1994 when I was Account Director at FCB Canada on their Molson brands. Besides Coors Light, which I have talked about before on this blog, we also handled Molson Export. Ex, as it is affectionately called, at the time was trying to stabilize share in a world of declining ale drinkers, and increasing light beer drinkers (which was great for Coors Light). The brand had gained some traction with drinkers on the back of a series of spots that used a great track that was eventually know and the "Molson Ex Bar Song".

It is here where we came up with the idea in 1994, to ask Ex drinkers to video themselves on their home video camera's and send us the tapes to view. We would pick the best and put them in a spot that would eventually run during the Hockey Night in Canada. The brand activation was extended into drinking establishments by Molson's sales force, and Bar Song Video booths were set up to capture great performances of the EX Bar Song as well.

Below is the TV spot to launch the brand activation, and the eventual winners spot that did indeed air on Hockey Night In Canada.

Oh, and one more thing, my Molson Export client back then on the project is today the CEO and President of the Edmonton Eskimos, Len Rhodes. It was over a lunch with Len a few months ago that it first hit me that we had been pioneers in the world of social media, way back in 1994!

Enjoy the clip

Tourism Marketing Gets Refreshed.

The recent joint work between Coca-Cola and the State of Michigan is great on many levels. It extends both brands into new territory that is beneficial to both. Michigan can use the brand push at limited financial cost, and Coke gets unofficial sponsorship of Michigan summers.

The attached article also shows that Scotland has done this joint branding effort as well. So the question is why don't other cash strapped tourism brands investigate this. Government budgets are tight and I think consumers are over the previous feeling that "our government is selling out to commercialism". Hey if you want to attract customers to your parks, etc., you may need to make them relevant to wider targets.

Anyway, good work by Coke and Michigan State, and Scotland and Highland Springs.

brandrepublic michigan-is-it-coca-cola-create-tourism-brand-partnership

Coke's Dynamic Ribbon Becomes More Dynamic

I started to work on the Coca-Cola account in 1995 from my McCann Erickson office in Bangkok. I spent about 8 years working directly and indirectly on the famous brand all over Asia Pacific.  For 5 of these years I was McCann's Regional Director of the Coca-Cola business in South East-West Asia, and I know it's not easy getting Coca-Cola to play with their icons, be it the contour bottle, the red disc icon, the Spencerian script, or the dynamic ribbon.  So, when I see a classic Coca-Cola icon like the "dynamic ribbon" executed in a manner that turns my head, I want to give recognition to those behind it.

Great work O&M China, and in particular Jonathan Mak Long, a graphic design student at Hong Kong Polytechnic University who gained acclaim in October last year for his Steve Jobs tribute. The work below is outstanding. It is so refreshing to see subtly at work, and I know it will break through in streets filled with visual clutter.

Coca-Cola China Out-of-Home poster

Click on the link below to the Campaign article that highlights this great work, and goes into a bit more detail on this great young talent, Jonathan Mak Long.


Campaign China Coca-Cola Outdoor Article

Real Estate Rant

A year or so ago I had to write a little piece about real estate agents and their advertising. It dealt with why do they think sticking their picture and words that basically say "trust me" on a bus-side or bus-bench, will actually differentiate them from anyone else. Well yesterday I heard a radio ad from someone claiming to be the top real estate agent in Canada. This person in the past has made me believe that they think the average radio listener is a fool. They have mentioned that you should sell your house with them because they advertise it 24-7. Well so does every agent, it's called MLS, and every real estate website goes 24-7.

So back to yesterday's classic new selling line from this agent. They say that they work for free until they sell your house. A shot at firms that charge a small flat fee up front so you don't have to pay a huge commission cheque when the house does sell. I mean saying you work for free until you sell the house, and imply this justifies spending many thousands more later on, is stretching the meaning of free just a tad don't you think. Clearly agents are getting worried their holiday is over, and they are feeling the pressure from agents and firms that have woken up and taken advantage of technology to reduce costs and still provide great service, like every other industry in the world.

There, I have had my realtor rant for the time being. I'm done, and I hope some day soon people who take the time to advertise, start to treat their audience with just a bit of respect. In the long run it will do more to build your brand than jamming ^#*% down peoples throats.