When Kraft launched their name for the new spread during the AFL Grand Final, I thought it had to be a joke, they couldn’t be that out of touch. Then I presumed it was a deliberately provocative marketing campaign, give our product the worst possible name, watch it explode across the social media. While I still harbor some hope that this is the case I have to ask when enough is enough? Whether deliberate or unintended, what damage could this do to the Vegemite brand?
Reading the Age newspaper’s Melbourne Magazine this weekend reminded me of the potency of combining an artisan and a brand with a premium position in the market place. The magazine has a section celebrating the 2009 food hall of fame. It’s purpose is to honour those Melburnians (and Victorians) who have who have worked passionately and single-mindedly to create a food offering of distinction. When you read the stories of the diverse range of individuals included you are immediately touched by the tireless and obsessive devotion they bring to the table.
Take David Blackmore, a cattleman from Alexandra. In the area where he farms there is a lot of black cattle, but none like his black cattle. Every other farmer, and there are some excellent farmers, all pursue the same approach, black Angus cattle. David has taken a different path, black yes, but Japanese black, Wagyu cattle. The magic of Wagyu meat is in the fine white marbling which results in a never-before-experienced succulence that sends the taste buds reeling in such tenderness and flavour.
With the introduction of the new channel 10 series of MasterChef Australia in early 2009, ratings for this new show went through the roof. The final episode of the reality TV cooking competition set a new record with a staggering 3.7 million Australians tuned in to see Julie Goodwin defeat Poh Ling Yeow in the grand final. And with the announcement of the new series Celebrity MasterChef Australia the ratings could only get better…couldn’t they?
The Power of brand Image
Whilst brands do not live or die by the success of their brand identity, a well designed image is a valuable asset for every business. An effective brand identity will provide cues to your market about your business, what it does, what it stands for and it’s competitive position in the market. Many organisations underestimate the importance of brand identity, choosing to invest their time and money in other aspects of their business. By failing to make informed and conscious decisions about the brand image they present to their market, these businesses inadvertently send mixed and generally negative messages.
Never underestimate the opportunity cost of going to market with a poorly designed brand identity
The Power of a Brand Mark
A client once asked me; ‘what do I have to do to get a logo that’s as recognisable as Nike’s?’ The answer is you need at least thirty years or $30 million, whichever comes first. Some markets are global, some are hyper local, some markets cut across broad demographics, some are so segmented they’re almost underground. For businesses of any size, and in any market, a well designed brand identity is the cornerstone for building brand recognition.
So what makes a memorable and recognizable brand mark?
The answer is a combination of:
• Good quality design – few things are more forgettable than poor design. Often we will not even notice a poorly designed brand identity, much less remember it.
• Unique Visual Language – the most recognisable brand marks reflect the visual code of their industry, but look unique enough to stand out from the crowd.
• Continuity and Consistency – given how simple it is to use your brand identity consistently across all your brand communications, it’s astounding how many businesses do this poorly.
• Saturation – the most easily recognised brand marks are those we see the most. Put simply, get your brand mark out in front of as many of your market as you can.
Test yourself with our Brand Picker Quiz
Below are twenty of the worlds most recognisable brand marks, cropped ultra-tight to demonstrate the power of a well designed brand mark and test your brand radar.
A mate of mine, while driving his 13 year old daughter between activities on a Saturday, casually asked her how life was for her. She evidently paused, reflected and said…
At age 13 I thought the world was a dawdle. In fact I was waiting for someone to put a cracker under it. Today we specialise in making haste. Compression of time perhaps does not have the same hysteria around it as swine flu, but the world truly does have a huge dose of hurry sickness. Instantaneity rules. Worse, for some people instant gratification takes too long. A Trendwatching.com 2008 report stated that 70% 0f Americans 16 years or older said they didn’t have enough time in a day to do the things they need to do, and half of US consumers say their lack of time is a bigger problem in their lives than lack of money.
Your brand’s secret weapons.
Every brand has a voice. Big brands, small brands, local brands and international brands, all brands use a voice where-ever and when-ever they communicate to their market. The language brands choose to use (or use without conscious consideration) is what we call their brand voice. Brand voice is potentially the most under valued and under utilised of all brand properties.
Nearly all of the worlds most effective brands have a clear, confident and often unique tone of voice that assists their market to identify and tune-into their messages. Brand voice is a powerful communicator of the personality of a brand – a critical factor in the establishment of truly deep emotional connections with a brand’s audience. Nike have long used their unique voice to underpin their consumer advertising campaigns and reinforce their authentic athletic attitude.
Continuing the theme from an earlier blog, which sang the praises of enduring storytelling of the comic series Archie, here is another example of superb creativity expressed through a comic series. What is interesting here is that this particular comic series truly drives brand preference. It is a Japanese Manga comic series with a very novel plot. Called “The Drops of the Gods” it follows the main character Shizuku as he learns about wine, allowing the reader to do the same.
At the start of the series, Shizuku has rebelled against his father, a famous wine critic, by refusing to drink wine and working instead for a brewery. Suddenly, though, his father dies and leaves in his will a description of 12 wines he considers the world’s best, comparing them to the disciples of Jesus. Pitted against his adopted brother, who happens to be a sommelier, Shizuku must catch up in his knowledge so he can find the 12 wines mentioned in his father’s will and inherit his father’s vast cellar.
Read the rest of this entry »
The hidden code
All brands project an image through the visual language of their brand identity. Customers and markets use the code contained within their visual language to make logical and emotional associations that drive their responses to trust, lust, aspire and desire the brand… or not. A well designed brand identity utilizes the visual language code of its market to pin-point the positioning it wishes to own in the hearts and minds of its customers.
When we talk about a brand’s visual language we refer to its brand mark (logo), brand colours and typefaces, and every visual expression of the brand on-line and off including; advertising campaigns, packaging, store design, product names, web site, uniforms, and marketing and shareholder communications. The scope of visual language is unique for every different brand. Read the rest of this entry »
There is more and more being written about the power of brand storytelling and compelling narratives. Even politicians are referring to the need to develop narratives that connect with voters. However, sometimes when you are working with clients on their brands you sense that they at times feel that it is too difficult to keep evolving a meaningful brand narrative, that they will run out of inspiration and ways to keep it interesting and engaging to their customers.
To all brand owners who may have such a mindset, I encourage you to take heart from one Mr Archie Andrews. Archie is the fictional character in the American comic book series that has been running since 1941. That is a long time to keep a fictional character alive and interesting. And trust me Archie is in the prime of his life, as is evidenced by the high media profile he has had in recent weeks.
For those who missed it, Archie has decided to end his love triangle and choose between Betty and Veronica. Archie has chosen rich bitch over girl next door type. Archie has proposed to Veronica and by doing so has moved away from a plot that has provide Archie Comics with such an enduring narrative. Where to next? An affair down the track with Betty? Veronica leaving Archie and declaring her love for Betty? The birth of Archie Junior? Who knows, but with the same creative genius that has kept Archie alive for close to seven decades, there is no reason why the narrative will not evolve.
