Tag Archives for " BRANDING "

1

“Brand” Trumps Managerial Incompetence.

I need to stop being surprised by managerial incompetence.

managerial incompetence Brand Insight Blog by BNBrandingHonestly. I need to reframe my expectations and just be pleasantly surprised when I encounter an exception to the rule.

Because everywhere I turn, knumbskulls, nuckleheads, nitwits and nincumpoops seem to rule the world.

These are just a couple examples of managerial incompetence that I’ve encountered in the last year:

• The retail store owner who has no handle on her inventory levels, media expenses or labor costs.

• The non-profit executive who has a revolving door of talent, going only one direction. (Four different marketing directors in five years.)

• The managing partner of a professional services firm who constantly, habitually, over-bills his clients. (Subsequently, that firm spends way too much time trying to land new clients.)

• The Director of Communications who doesn’t communicate with anyone internally. She’s completely siloed.

• The CEO who can’t pull the trigger on anything. The only decision he can make is to hire a consultant to help him make a decision.

 

Managerial failures like those are rampant. There was a study done by a Fortune 500 consulting firm that showed “with solid empirical justification, that managerial incompetence across all levels is 50%.”

(Of course, their study didn’t include the companies that went out of business due to managerial incompetence.)

So the bad news is, there’s a 50-50 chance that your boss or your manager is incompetent. The good news is, 50% of the companies you compete with are chock full of managerial incompetence. So you might have a leg up.

And here’s more good news:  It’s well documented that a strong brand helps companies overcome all sorts of managerial incompetence and unforeseen market forces.

For instance, strong brand affinity can help companies maintain market share during a price war. People are willing to pay a little more for a brand they know and love.

According to the International Journal of Business Research, a brand acts as a buffer when the company fails on the customer service front. People are more forgiving when it’s one of their brands that fail.

And beloved brands can weather PR storms that would make most companies melt. Look what happened to Toyota…

In 2009 and 2010 Toyota recalled 8.8 million vehicles due to safety concerns with accelerator pedals.  Time magazine ran a feature story titled “Can Toyota ever bounce back.” One industry expert told CBS Anchor Harry Smith, “We’ll be seeing major problems with the Toyota brand for at least a decade, maybe two.”

Toyota’s CEO quipped that he was not Toyota’s top executive as much as the company’s chief apologizer for blunders, mishaps and overall sluggish business. It was a PR disaster, and another example of managerial messiness.

Business Insider reported “The company failed miserably in its initial crisis management, but that’s what makes Toyota’s case so intriguing. Despite its monumental mistakes early on, Toyota still bounced back. Why? It didn’t take long for the public to remember Toyota’s previously stellar reputation.”

Contrary to all the doomsday speculation, the Toyota brand made a quick recovery, recapturing its status as the #1 selling car brand in America. (In 2016 they had the #1 and #2 selling car in America.)

Not surprising really, given the consistency and long-term track record of the Toyota brand.

“The Toyota brand showcased its resiliency, with its positive reputation built up over decades of good performance. The company leveraged this, focusing its marketing once again on safety and its proven track record. It had to show that this disaster — including its own horrible mishandling of the situation — was an aberration.”

branding blog about managerial incompetenceToyota has been one of the world’s most beloved brands for over 30 years. People absolutely love their Land Cruisers, Corollas Camrys and Civics.

AdWeek magazine puts Toyota at #67 of the world’s top 100 brands, the highest ranking of any automobile company. (Volkswagen is the only other car brand that makes the list, at #89. Forbes reports that Toyota is the 9th most valuable brand in the world.

So what does this all mean for the typical small to mid-sized company? Here are a few lessons:

1. It pays to consistently deliver on your brand promise.

Toyota’s resurgence proves that branding is a process of consistency and endurance.

Year in and year out they keep delivering on the idea of reliability and resale value. So when the company hit that bump in the road, it didn’t really slow them down.

What’s your brand promise, and are you delivering on that promise every day?

2. Managers make monumental mistakes, but brands endure.

CEOs come and go, often in a flaming blaze of glory. Products sometimes fall drastically short. But if you’ve built a strong brand your devoted fans will cut you some slack. The emotional connection they have will prevail over any short-term disappointment.

3.  A solid brand platform is critical to the success of your management team.

They gotta know what you stand for, and they’re not necessarily going to know unless you spell it out for them. You have to communicate your brand promise all the time, and promote it feverishly with your team. How else are they going to understand the culture, the core values, the expectations of consumers, and the business goals? Don’t assume anything.

4. Great managers are hard to find. When you find one, treat her well.

No one has the childhood dream of becoming a great manager.  So if you have some on your team, keep them there! Reward them handsomely. Treat them like Gods. Transform their relatively mundane, under-appreciated work into something truly valuable.

5. Create an atmosphere of forgiveness, where failure is rewarded rather than punished.

They’re going to make mistakes — remember the 50% incompetence stat — so you might as well embrace it. Encourage action and let your managers know that doing something wrong is better than doing nothing at all.

6. Make every manager a die-hard brand champion.

If they’re not, get rid of ’em.

For more about the power of a great brand, read this post

content marketing for small business

“High-Quality” Content – Finding or providing something genuinely worthwhile.

High quality content is a completely subjective — and massively broad — subject. For one person it means hilarious Tic Toc videos. For someone else, it means authoritative educational content that helps them finish their PhD.

For the purposes of this blog post, we’re going to focus on the kind of high-quality content that helps small business people succeed. But to do that, we have to look back, to the origins of this whole content marketing phenomenon.

When The Cluetrain Manifesto was first published on the web back in 1999 Christopher Locke wrote, “the internet has made it possible for genuine human voices to be heard again.”

What do you mean, “again”?

high quality content marketing for small business

Never in history has the average Joe been afforded unrestricted access to an audience any bigger than the crowd in a neighborhood pub. The internet is a giant electronic soapbox that delivers unimaginable world-wide reach.

Anyone can pontificate at will, on any subject, and potentially reach billions of people across the globe. There’s a 16-year-old-girl who has reached 100,000,000 followers on Tic Toc.

How cool is that?

The democratization of online publishing allows anyone, anywhere, the ability to post thoughts, opinions, dance moves, photos, articles and silly cat videos. It has inexorably changed politics,  journalism, medicine and business. It’s a game-changing tool for small-business marketing, even if you never produce one speck of “high-quality” content.

You could argue that it’s the greatest thing since the invention of the radio broadcast.

On the other hand, the Internet is also producing more noise, more fake news and more worthless blather than ever before. For the most part, it’s quantity over quality.

 

 

 

Here are a few mind-numbing stats about the growth of the internet and spread of high-quality content…

There are 7.7 billion people in the world. 3.8 billion of us are active on social media. There are more than 500 million blogs, and 77% of internet users read blogs.

As more and more people jump into it, high quality content becomes harder and harder to come by. It now takes a lot more effort — a lot more searching —  to separate the crap from the fact.

Used to be, you had to have genuine, proven expertise a in a given line of work in order to get “coverage.”  No one (except for the tabloids) published anything that would not considered high quality content, by today’s standards.

Plus, if you wanted to get published you had to get past the editors in control, and they were brutally picky.

The criteria was strict: First, you had to have some expertise. Second, you needed something unique to say… an angle all your own and a unique voice with which to say it. Therefore, publishing articles was not a particularly common element of most small-business marketing plans. And video was prohibitively expensive.

Content marketing is a different story.

There are no editors screening most of the content delivered on the internet. Any dimwit can start WordPress blog. Content farms are selling the same articles over and over and over again for $10 a pop. Regurgitation and blatant plagiarism is now being touted as “content  curation.”

Corporations are hiring print and TV journalists to produce marketing content disguised as authentic news. Bloggers are now “digital influencers” peddling their soapboxes to corporate marketing managers.

Probably not what the ClueTrain authors had in mind when it comes to high quality content.

I frequently get solicitations (ok, junk mail) offering “expertly written content” for this blog. For me, it’s a business proposition that just doesn’t compute.

Most of the articles offered are off-topic, as if my marketing-minded audience will suddenly be interested in  a piece about overnight skin rejuvenation. Often these unsolicited articles are obvious plugs for a product or a company. They’re rarely well written, thoroughly researched, or authored by anyone I follow/respect in the business.

high quality content Brand Insight Blog

Why on earth would I run an article like that? It’s not high quality content unless it’s relevant to my blog’s subject matter. To my audience’s pain points. And to MY brand.

How could that approach to content generation possibly be good for my business?

Sure, I could probably generate a little bump in short-term traffic, but it’s not going to produce loyal readers. In fact, it’s more likely to drive readers away.

Great brands are built on consistency and quality, not just clicks.

I also get a lot of questions from aspiring bloggers, so here’s a piece of advice…

Think about your brand first, and clicks second.

If you produce content of value — something you and your audience really care about— then the traffic will come eventually. As Gary V. famously says, you have to give, give, give, give and expect nothing in return. There is no shortcut to success, and a genuine human voice will always play better than some anonymous article you picked up and reposted, along with a hundred others bloggers.

Also, always remember how much saturation there is. On any given subject it’s too much information from too many questionable sources. If you don’t have a unique spin on the subject, it’ll just be in one ear, and out the other.

For instance, try wading through all the online resources about social media marketing…

“Will it help my small business marketing effort? Can I build a brand around it? What’s the best social media marketing strategy? Can I generate leads on Twitter? Where’s it all going? What’s it all mean for small business marketing?”

I don’t know. It’s still evolving.

But I know this: Just because you have a blog and a few thousand friends on Facebook doesn’t make you a social media marketing guru.

There are a lot of young wannabes in that field, but few real experts who understand how the business side of it. Guru status only comes from wisdom, proven results and the perspective you can only get from years of experience.

So if you’re a brand manager, marketing director or business owner trying to figure out the social media thing, beware.

Many of those purported experts or thought leaders are just good salespeople and tech-savvy online self-promoters riding the wave. When you’re scouring the internet for insight, pay close attention to the attributions and read the “about us” section to find out who’s really doing the talking.

In the Cluetrain Manifesto Locke preached a sermon of hope for the digital pulpit. He predicted that the internet would forever shift the nature of business communications, and he envisioned a world where the consumer would have a voice and corporations would have to listen.

Pretty good crystal ball, he had.

Many big brands are embracing the online “conversation” and are getting better at communicating on a one-to-one level. They may not be the earliest adopters, but they’re catching on and beginning to respond to consumer wishes.

If nothing else, they’re now painfully aware when people start spreading negative word-of-mouth.

But corporations don’t control the bulk of the internet conversation.

It’s the small-business marketing experts. It’s the average Joe on his soapbox with a big ego and a pay-per-click budget. It’s the stay-at-home baker who wants to brag about her latest batch of cookies. It’s the teenage entrepreneur cashing in on Youtube.  Those little businesses are popping up faster than you can say, “what happened to Myspace?”

And that’s great.

Unfortunately there also are many modern snake oil salesman peddling their wares with content marketing. Despite the advances of social media, (or maybe because of the advances) there’s more phony crap out there than ever before.

The self-help industry. The diet programs. The plastic surgeons. The get-rich-quick guys. And my personal favorite, the golf swing gurus. Every Tin Cup wannabe has an instructional DVD or downloadable E-book available on the web. And they’re all “guaranteed to shave strokes off your game.”

Golf Digest wouldn’t publish any of them on a bet. The quality is no better than the corporate spiel that Locke railed against in Cluetrain Manifesto. “The voice is like a third-rate actor in a 4th rate play reciting lines that no one believes in a manner no one respects.”

Yep.

Sometimes I long for the good old days when websites weren’t free and there was some barrier to entry on the internet. But not really.

We’ll all put up with some noise in exchange for the freedom of speech that the internet provides. And small-business marketing is better for it.

Now I’m just hoping for a natural weeding out process.

For more on small-business marketing and content marketing, try THIS post.. 

For affordable small business marketing help, call me at BNBranding.

new approach to website design

A new approach to website design – What’s the big idea?

BNBranding logoI grew up on the creative side of the advertising industry where big ideas are the currency of success. Agency creative teams toil endlessly to come up with the spark of an idea that can be leveraged into a giant, category-busting campaign. Then they pit their ideas, head-to-head, with the big ideas from competing agencies. Winner takes all.

a new approach to website design BNBrandingBig ideas are also the bread and butter of the start-up world.

Entrepreneurs and VCs are constantly searching for innovative, disruptive ideas that solve a problem, attract venture capital and produce teaming hordes of 28-year old billionaires.

And in Hollywood, producers are aways searching for high-concept movie ideas that break out of the normal, predictable patterns and produce box-office mega hits like Avatar or Titanic.

There’s absolutely no doubt that big ideas can transform a brand — from bland to brilliant. And there’s no doubt that your website is great place to showcase that big idea.

Unfortunately, when it comes to the typical website project, big ideas are as rare as a Harry Potter blockbuster.

You’re going to need a new approach to website design.

Most small business websites are nothing more than bad corporate brochures in electronic form. Everywhere you look there are cookie-cutter templates, lousy stock photos and “keyword-rich” copy that sounds like it was rendered by a robot rather than written by a pro.

You wouldn’t take a generic ad template that all your competitors are using, fill in the blanks, and then spend $20,000 to run it in a national magazine. But that’s essentially what a lot of companies are doing with their website design projects.

It’s like paint by numbers, and the results are mind-numbing.

 

 

 

 

I’ve come to the conclusion that we need a whole new approach to website design.

Because the current standard operating procedure for website projects is all wrong. It shouldn’t be a project at all, it should be an ongoing initiative. It should always be evolving and improving, just like your business.

“When’s it going to be done?” is the wrong question to ask.  It should never be done.

Instead, ask “What’s the big idea?” What’s the novel concept that will differentiate this website from all the rest, and move viewers to action?

A new approach to website design BNBrandingEveryone in the web development world knows that web projects get bogged down by one thing: “Content.”

The tech guys who build sites are always waiting for interesting headlines, engaging copy, uncommon offers, authentic stories and brilliant graphics to arrive from the client. Sometimes, it seems, for an eternity.

Because that’s the hardest part. Building a site on a WordPress theme is easy compared to the work that has to be done, up front…

First you need some Strategic Insight. Then the Big Idea. (Think “Got Milk” or “Where’s The Beef.”) THEN execution… That’s where all the elements come together.  1-2-3.

Unfortunately, most companies jump right to Step 3.

In the web design arena, the tail is definitely wagging the dog. It’s technology first, process second, content third, design fourth. Nowhere does the big idea come into play. It’s the most commonly overlooked element of any web project.

So here’s my advice for any business owner or marketing person who’s thinking of “doing a new website”:

Forget about that. Stop thinking of it as a website design project, and instead, launch a campaign that starts with a with a big idea that is showcased on the website.

Think of it as a long-term marketing program, not a short-term project. Think of it as a new approach to web design that’s more wholistic, more integrated, and more effective than the old way.

a new approach to website design by BNBrandingYes, paddling back upstream can be difficult work.

And you often need outside help to come up with the strategic insight and big idea you really need. But the effort will pay off.

The big idea is the branding thread that connects all your marketing efforts… It’s not limited just to your website.

It can be leveraged in your social media campaigns, your paid advertising, your PR and even your customer service procedures.

When you begin with a big idea, the website falls into place quite naturally. It’s just another tactical execution of the big, strategic idea.

When it’s done right, it obviously aligns your marketing strategy and tactics into one, kick-ass idea.

For more on the new approach to website design, try this post.

If you’d like an affordable, honest assessment of your current strategy and website tactics, click here. 

If you want expert marketing assistance, just give us a call. 541-815-0075.

a new approach to website design BNBranding

 

 

 

 

 

 

 

marketing strategies for alcoholic beverages

Absolutely Better Branding Strategies (Lessons from a strong shot of vodka.)

dill pickle vodka BNBrandingbrand credibility from branding expertsChocolate vodka? Dill pickle vodka? Bacon flavored vodka? Cinnamon Roll Vodka? Smoked Salmon Vodka. I kid you not. When it comes to marketing strategies for alcoholic beverages, fantastical flavors are all the rage.

Seems like there’s a new flavor-of-the-day every time I visit a liquor store. Ten years ago there were basically only four or five choices of vodka. Now there are 20 brands, and every brand has a dozen different whacky flavors.

Where’d the vodka flavored vodka go?

It’s great news for mixologists, but a bit overwhelming for the average consumer.  And it poses huge challenges to marketers who are trying to succeed in this newly crowded space.

Doesn’t matter if it’s vodka, gin, whiskey or rum, the marketing strategies for alcoholic beverages are getting more and more involved.

So here’s some advice, based on one of the classic marketing case studies from this category: Absolut Vodka.

The first rule of advertising is this: Never take the same approach as your closest competitors.

If you want to differentiate your brand, you have to think “different.” Contrarian even.

Everything that you say, everything that you show, and everything that you do should be different, to some extent than what everyone else in the industry is doing. Study all the market strategies of alcoholic beverages, and then choose a different path.

 

BNBranding can help you do that. ”Here’s how:

• Even if you’re selling the same thing, don’t make the same claim.

There are hundreds of different ways to sell the benefits of your product or service, so find one that’s different than your competitors. That often comes down to one thing: Listening. The better you are at listening to consumers, the easier it’ll be to differentiate your brand.

• Don’t let your ads or your website look or sound anything like competing ads.

Use a different layout, different type style, different size and different idea.

The last thing you want to do is run an ad that can be mistaken, at a glance, for a competitor’s ad. If all the companies in your category take a humorous approach to advertising, do something more serious. Find a hook that’s based on a real need of your target audience, and speak to that. Zig when the competition is zagging.

• If you’re on the radio, don’t use the same voice talent or similar sounding music.

Find someone different to do the voice work, rather than a DJ who does a dozen new spots a week for other companies in your market. Same thing for tv spots. (This is an easy trap to fall into if you live and work in a small market… there’s not enough “talent” to go around.)

Unfortunately, every industry seems to have its own unwritten rules that contradict the rules of advertising.

These industry conventions aren’t based on any sort of market research or strategic insight. They’re not even common sense. Everyone just goes along because “that’s how it’s always been done.”

The problem is, if that’s how it has always been done, that’s also how everyone else is doing it. In fact, some of these industry conventions are so overused they’ve become cultural cliches.

• Don’t use the same images or advertising concepts that your competitors are using.

The rule in the pizza business says you have to use the “pull shot:” A slow-motion close-up of a slice of pizza being pulled off the pie, with cheese oozing off it.

In the automotive industry, conventional thinking says you have to show your car on a scenic, winding road. Or off the scenic winding road if it’s an SUV.

In the beer business, it’s a slow motion close up of a glass of beer being poured.

marketing strategies for alcoholic beveragesThose are the visual cliches… the images that everyone expects. They are the path of least resistance for marketing managers, but they’re virtually invisible to consumers.

But if you go down that road, and follow your industry conventions, your advertising will never perform as well as you’d like. In fact, history has proven you have to break the rules in order to succeed.

Absolut Vodka won the market by winning the imagination of the consumer through brilliant print advertising.

In 1980 Absolut  was a brand without a future. All the market research pointed to a complete failure. The bottle was weird looking. It was hard to pour. It was Scandinavian, not Russian. It was way too expensive. It was a me-too product in the premium vodka category.

But the owner of Carillon Imports didn’t care. He believed his product was just different enough… That all he needed was the right ad campaign.

So he threw out all the old conventions of his business and committed to a campaign that was completely different than anything else in his industry. And he didn’t just test the water, he came out with all his guns blazing.

TBWA launched a print campaign that called attention to the unique bottle design of Absolut. It was brilliantly simple, and unique among marketing strategies for alcoholic beverages of any kind.

Needless to say, it worked.

The “Absolut Perfection” campaign gave a tasteless, odorless drink a distinctively hip personality and transformed a commodity product into a cultural icon. In an era where alcohol consumption dropped, Absolut sales went from 10,000 cases a year to 4.5 million cases in 2000. And it’s still the leading brand of Vodka in the country.

The moral of the story is this: When you choose to follow convention, you choose invisibility.

“To gain attention, disrupt convention.”

marketing strategy for alcoholic beverages That’s my own quote.

Instead of worrying about what everyone else has done, focus on what you could be doing. Take the self-imposed rule book and throw it away. Do something different. Anything!

Long before the days of dill pickle vodka, Absolute added a nice local touch to its ads in major markets such as LA, New York and Chicago. (ads at left)

They made the campaign timely and locally relevant by hitching onto well-known events, famous people and iconic places. It was a brilliant example of wise brand affiliations.

marketing strategies for alcoholic beverages

This disruption mindset doesn’t apply just to the marketing strategies of alcoholic beverages. It’s important for professional service companies or any other category where it’s tough to differentiate one company from the others.

Take real estate agents for example. Realtors are, in essence, me-too products. Flavorless vodka. In Bend, Oregon they’re a commodity. Even if a realtor has a specialty there are at least 500 other people who could do the same thing. For the same fee. That’s the bad news.

The good news is, even though there’s no difference in price and no discernable difference in service, you could still create a major difference in perception. If you’re willing to think different.

Like Absolut Vodka, a unique approach to your advertising is the one thing that can set you apart from every other competitor. Advertising is the most powerful weapon you have, simply because no one else is doing it. At least not very well.

But putting your picture in an ad won’t do it. That’s the conventional approach.

Remember rule number one and run advertising that says something. Find a message that demonstrates how well you understand your customers or the market. Run a campaign that conveys your individual identity without showing the clichéd, 20-year-old head shot.

Do what the owner of Absolute did. Find an approach that is uniquely yours, and stick with it no matter what everyone in your industry says. Over the long haul, the awareness you’ve generated will translate into sales. Next thing you know everyone else will be scrambling to copy what you’re doing.

Eventually your campaign just might become a new industry convention. Maybe not on par with bacon vodka or dill pickle vodka, but iconic nonetheless.

For more on marketing strategies for alcoholic beverages, try THIS post. 

a new approach to website design BNBranding

 

5 Porter airlines brand advertsing

Airline Industry marketing (One Canadian brand stands out)

BNBranding logoHere’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 time. Sometimes the experience even lived up to the airline industry marketing hype.Porter airlines brand advertsing airline industry marketing

Sorry you missed it.

In the age of strip searches, baggage fees, dying dogs, laptop bans and physically bouncing people from flights, 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 airline out of Toronto is jumping in, and turning the clock back to better days in coach.

It’s still too early to tell if Porter Airlines will become a long-term 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 industry marketingFrom 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).

In terms of airline industry marketing, and a sophisticated brand design, Porter stands 30,000 feet above everyone else.

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.”

launch of Porter Airlines BNBranding Brand Insight BlogMany 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.

BNBranding's Brand Insight Blog

 

Automotive Advertising: Another ride down that twisting, mountain road of tired clichés.

brand credibility from branding expertsI don’t know what it is about automotive advertising. No other category is so rich in promise, yet so void of inspiring insight and unique execution. But there is something any marketer can learn from the long history of mediocre automotive advertising.

Brand Insight Blog by BNBrandingFor instance, there’s a nice Alpha Romeo ad  for the Giulia… Gorgeous video of a sexy red Italian sports car doing its thing in the curves with a pretty good voice-over that nobody’s going to listen to.

That’s easy. It’s harder producing a decent spot for a mundane automotive product, like a minivan.

 

 

automotive advertisingChrysler single-handedly created the minivan market when the Caravan and Voyager debuted in 1984.

Sales skyrocketed and imitators quickly sprang up, but only after Chrysler had firmly established itself as the segment leader.

Chrysler’s minivans moved the segment from niche vehicle to the pinnacle of the mainstream. Minivans have become part of the pop culture. And the marketing people at Chrysler/Dodge have a pretty good handle on what their target audience is looking for.

Minivan advertising routinely features simple slices of family life: we see a baby sleeping peacefully in a car seat. Kids playing cards in facing rear seats. Kids watching videos. Moms & Dads reconfiguring the seats and loading up the endless volume of kid’s stuff.

That’s what minivans are all about: Lugging kids, looking for lost binkies between the seats, and running errands. That’s the reality of it. It’s not glamorous, and it’s not the least bit appealing to anyone who doesn’t have kids. But it’s totally relevant for parents who are carting three kids around everyday.

The main benefit of all minivans is practicality. Plain and simple. And Caravan advertising conveyed that idea very clearly. Chrysler was not trying to be anything other than that.

Honda, on the other hand, careened off the road with their automotive advertising for the Odyssey Minivan.

The Honda spot goes like this: There’s an attractive young couple driving along a winding, country road. In a mini van, for pete sake! The husband, who’s doing the driving, glances at his wife suggestively as she reaches up and grips the panic handle above her window. She gives him a quizzical, turned-on look. He gives the van a little more gas and grips the wheel tightly as he lugs into another corner with all the agility of a old Winnebego.

She holds on even tighter and looks at him as if to say, “ohhhh yeah, bring it on big boy.” I almost expect them to pull over and jump into the back for a roadside quicky. Instead, she just holds on for the ride while the voice-over chimes in: “Just because it’s a minivan doesn’t mean you have to treat it like one.”

Automotive advertising the brand insight blogOh, c’mon.

There’s even a more blatant execution of that sexy idea from Britain, where a couple are about to do it in their Honda Odyssey until they get interrupted by an elderly parent. The voice-over on that spot says “It doesn’t seem like a family car.”

First of all, sex and minivans DO NOT go together.

No one gets turned on by a minivan. A corvette might help you get laid, but not a dual-sliding, seven passenger, Chrysler or Honda product.

Curvy roads don’t go with minivans either.

Put a minivan on a windy road and you here’s what you get: Puking children. Horrendous messes of vomit. Leave the windy roads to the Porsche commercials.

There’s no pleasure in getting from Point A to Point B in a mini van. Believe me, I’ve done it. There is some satisfaction in packing up both kids and the entire kitchen sink for a simple, cross-town play date. There’s satisfaction in changing a diaper on the side of the road without hanging your baby out on the tailgate. But not pleasure.

So Honda’s idea of promoting the minivan as something sexier than just a minivan, simply doesn’t wash. They could spend a billion dollars trying to convey that idea, and parents would still buy it for the cupholders. It’s like trying to kitten-up a milk truck.

So how did the message get so messed up, and what can we learn from Honda’s one-spot marketing blunder?

  1. As a brand, be authentic. Don’t try to be something you’re not. Minivans are not 450 horsepower Italian chick magnets. (Unless maybe Alpha Romeo decides to get into that niche)
  2. Realize that technical specs and insider information is often irrelevant to consumers. The automotive press consistently ranks The Honda Odyssey above its Chrysler competitors in performance and reliability. It’s a great vehicle. Best in class even. And the Honda executives are fully aware of this.

automotive advertising

The problem is, in the minivan category nobody gives a hoot about “chassis refinement and driving feel.”

By letting insider information dictate their marketing, Honda ends up with a message that’s relevant to their own executives and to the automotive cognoscenti, but completely irrelevant to the target audience.

It’s a classic case of getting in your own way. Of knowing too much, and putting that information in your automotive advertising.

Of course it probably wasn’t the Honda executives who came up with the idea of using sexual tension in their Odyssey spots. Gotta blame that one on the ad agency.

Maybe the agency creative team just couldn’t find inspiration in a boring old minivan. Maybe there wasn’t any consumer insight or personal experience to go on. Maybe it was just wishful thinking. Or maybe they were just trying to steer clear of a technical, engineering message that the Honda execs really wanted.  Wise move, but they really blew it with the hot couple concept.

Somewhere, the process took a wrong turn and the end result is a waste of marketing dollars.

In the scheme of things, one spot isn’t going to kill Honda. But in the meantime, Dodge is sticking to an approach that simply demonstrates relevant features. Their advertising is not going to win any awards, but at least it’s somewhat authentic. It hits the hot buttons of a specific target audience and it wins the head-to-head battle with Honda. In automotive advertising anyway.

Learn more about comparative advertising.

For more on Brand Authenticity, click here.

For some expert help with your own advertising, call 541-815-0075.

Bare breasts mean business at Starbucks.

bn branding's iconic logo

I’ve been a fan of Starbucks since they opened their first store in Portland, in 1987.  I don’t think there’s been a brand, since McDonalds, that has had a bigger effect on our society than Starbucks. It truly is, one of the most iconic brands in the world, and has grown to be one of the most valuable.

 

Interbrand ranks Starbucks as the 56th most valuable brand in the world. It’s market cap of 120 billion dollars.

 

 

 

 

 

 

 

Notice anything different at your local Starbucks lately? I sure have. The familiar green and white logo on the cups is missing. It’s a travesty to brand-conscious graphic designers everywhere.

At first glance I thought maybe it was just a corporate cost-cutting measure — the result of tremendous Wall Street pressure to improve performance. But once I looked a little closer, I noticed something even more revealing:

Starbuck has bared her breasts! The mermaid that’s been the Starbucks icon from day one, has gone back to her topless, hippy roots.

There are a lot of other changes going on at Starbucks in Seattle — you might even call it a corporate shake-up — but none are as symbolic as the undressing of the logo.

 

A great article in Fast Company magazine reveals some of the latest nuances added to the siren logo.

 

 

 

 

 

I take it as a sure sign that CEO Howard Schultz is serious about stripping away some of the fat and refocusing on the core of the Starbucks brand .

That little nod to the humble heritage of his company says a lot. The green logo has just two words: “Starbucks Coffee.” The retro logo reads “Starbucks Fresh Roasted Coffee.” It’s a reminder to the world that Starbucks has always been obsessively focused on the quality of it’s product.

In his book, Pour Your Heart Into It, Schultz says, “The number one factor in creating a great, enduring brand is having an appealing product. There’s no substitute.”

I know a few coffee snobs who claim that Starbucks isn’t as good as the local guy’s Ethiopian Tega & Tula. And they may be right. But I also know that Starbucks beats the hell out of the mom & pop drive-up operations that have appeared on every corner.

At Starbucks, the product is consistent. The coffee is just as good as ever, but the company has made some operational decisions that have had a subtle effect on our perception of that quality. Shultz seems determined to correct that, and if his track record over the years is any indication, he’ll pull it off.

 

 

Ever since I read his book back in ‘99 I’ve used Schultz and his organization as a great example of focused leadership, exceptional execution and textbook branding. He has always been the brand champion in that organization. He was one who introduced the idea of gourmet coffee to a nation of Folgers drinkers, and he has always fought to maintain quality standards even during their hyper-rapid growth.

Shultz is adamant about controlling the brand experience as much as possible, down to the last detail. That’s why the company never sold franchises. At first, Shultz didn’t even want to sell coffee in paper cups at all, lest it detract from the experience and affect the flavor.

So these new “transformational initiatives” of his are no big surprise.

First thing is to recapture that appealing coffee aroma in every store. Believe it or not, that smell of fresh roasted coffee is every bit as important to the brand as the look of the stores or the music they play. It works on a subtle, subconscious level, but the bottom line is, you won’t hang out and enjoy your double half-caf mocha if the place doesn’t smell good. So Starbucks is going back to manual espresso machines and killing the sale of breakfast sandwiches.

The Starbucks business model is based on the idea of the third place… that we all need a relaxing getaway that’s not home and not work. To me, it’s more of a romantic, Vienna coffeehouse experience than a quick, Italian espresso shot. So the roll-out of free wi-fi service is long overdue. Paying for an internet connection at Starbucks was just idiotic to me.

The third and final cornerstone of the Starbucks brand is its own people.

“We built the Starbucks brand first with our people, not with consumers — the opposite approach from that of the cereal companies,” Shultz said. “Our competitive advantage over the big coffee brands turned out to be our people.”

Starbucks doesn’t just talk about treating people well, the company really does. In the retail food service industry, where getting good help is always a challenge, Starbucks leads the way with its pay scale, benefits packages, training programs and retention rates.

“We believed the best way to meet and exceed the expectations of customers was to hire and train great people. That’s the secret of the power of the Starbucks brand: the personal attachment our partners feel and the connection they make with our customers.”

The company also listens to its front-line employees. The idea for Frappuccino came from the store level. The new website, mystarbucksidea.com, started out as an internal feedback tool for employees. Now anyone can go online and post their own ideas for Starbucks, vote for the best, and see what’s being implemented.

Which brings us back to that idea of reintroducing the old logo, circa 1971.

 

 

The change coincides with the introduction of a new house blend, called Pike Street Roast, for people who just want a good, robust cup-o-joe. In that context, and with everything else that’s happening at Starbucks, the branding throwback makes perfect sense.

 

 

 

The mark was originally inspired by a woodcut image of a Norwegian mermaid, fully exposed. Over the years, as Starbucks grew and became “more corporate,” the logo slowly morphed. Eventually the designers gave her long hair, which covered her breasts and made her more palatable to a broad commercial audience.

Now Shultz wants to go back in time. Back to when the company wasn’t really worried about offending anyone on Wall Street. Maybe this little flash of skin is just what the company needs.

Starbucks logo updates

Updated again in 2011

If you want to recapture the magic of your brand, or build a new one from the ground up, give me a call. 541-815-0075

 

 

 

 

 

 

 

 

As the logo evolved, it got too perfect. It lost some of the mystery of the older versions. Lippencott article in Fast Company

 

 

 

 

borrowed interest advertising

Borrowed interest and other desperate attempts to attract customers

brand credibility from branding expertsEver notice how some companies are constantly scrambling to attract customers, while others enjoy some sort of magnetic attraction that keeps the customers flowing in?

The scramblers spend a lot of money on digital ads, social media posts and all sorts of promotional bribery.  Their marketing messages are all over the place, and they don’t ever seem to hone-in on the one thing that really matters to their target audience.

Instead, they borrow interest from somewhere else.

Borrowed interest is a common technique in advertising. I’ve been in those creative sessions where you realize there’s absolutely nothing interesting, different or even mentionable about the client’s product, so you start fishing around for something – anything – that IS interesting to borrow from.

It’s redirection… Riding on the coattails of something else to make your ads, emails or posts engaging and memorable.

Instead of pinpointing a really interesting idea that’s firmly rooted in a compelling consumer benefit, you get an idea that is loosely bolted on to the product.

BN Branding how to attract customers with cute babies and pets

Puppies and babies are the most frequently-used crutches in borrowed-interest advertising. You see it in local TV commercials all the time…

“Hey,  let’s show a baby playing with a cute little puppy on the floor of our auto parts store. That’ll be great!”

It’s not a good idea, and it’s not going to attract customers. Usually it stems from insufficient research or non-existent marketing strategy… Whoever’s doing the ads hasn’t spent enough time to find the story that’s buried in there, somewhere.

I’ve found that if you’re embedded with a company long enough, you can always find a good story that will attract customers. Even if it’s a mediocre, me-too product.

But when you’re lacking that insight, and when there’s nothing inherently interesting about the company’s product or story, you have to borrow from something that IS interesting, and attach your brand to that.

 

 

You can attract customers with borrowed interest advertising, if it’s handled wisely.

The key to using borrowed interest successfully is relevance. Whatever idea you’re borrowing from better be relevant to your business category.

For instance, Vivent home security systems is running this video contest, which usually is just a classic case of borrowed interest nonsense.

But in this case, it’s totally relevant to the product they produce… video security systems. It’s THEIR product that’s actually capturing the videos.

That works. It’s not borrowed interest. It gives their own customers another reason to engage with the product.

On the other hand, if it’s a random brand doing the same sort of contest, they’re just throwing money away. No one’s going to make the connection.

If you just jump on the bandwagon of an event, idea, celebrity or theme that’s current or trendy, it’s probably not going to work well.

2020 is the year of the pandemic, and a lot of small-business owners seem to think that’s a good thing to “leverage” in their sales pitches.  I’ve seen tons of unsolicited emails, LinkedIn pitches and local, borrowed-interest ads that go something like this…

“In these unprecedented times, blah blah blah… the new normal, blah blah blah… We’re all in this together, blah, blah blah… So this is the perfect time to come in to Frank’s auto parts for a new rear differential.”

attract customers by being honestBorrowing interest from a worldwide pandemic is NOT a good brand strategy.

Do you really want to affiliate your brand with death, uncertainty, sickness and social discomfort?

So stop using COVID 19 as an excuse to pitch your company’s products or services. Unless you’re selling masks, or home testing kits, or maybe jigsaw puzzles, don’t use the pandemic as your advertising hook.

Janine Pelosi, Chief Marketing Officer of Zoom, knows better. Even though the pandemic is actually relevant to her brand, they’re NOT running campaigns on the subject.

“When you’re going through a tough situation, when it’s a tough time for humanity, it’s not a time to focus on sales and marketing.” Pelosi said. “Early on we decided to focus on education, and provide resources to schools. We’ve provided free services for more than 100,000 schools in 23 countries.”

Goodwill is better branding than borrowed interest.

The insurance industry is famous for its borrowed interest advertising. The mayhem man, the Geico Gecko, and  the LiMu Emu are all characters conjured up to make an inherently boring category more interesting.

If your service is not differentiated or memorable, your advertising better be.

How Geico attracts customers with borrowed interest advertisingThe Martin Agency has been doing a great job with their advertising for Geico. They’ve had the account for more than 25 years, and they’ve stuck to a winning formula the entire time.

It’s borrowed interest, but they throw in some humor and stick to one “relentlessly consistent” message: “15 minutes could save you 15%.”

They recently did a very funny spot featuring a nosy neighborhood association lady. If you’ve ever lived in a neighborhood with an HOA you’ll recognize the character immediately.

The spot has nothing to do with car insurance, but that’s okay. It’s purposely ridiculous.

It’s like they’re admitting that it’s unrelated, and that’s their schtick. It’s borrowed interest with a wink and a nod.

The problem is, people love the commercial but can’t name the brand that goes with it. That’s borrowed interest for you.

Geiko can get away with that because they have a media budget of a billion dollars. Literally. If you don’t get it the first time, you’ll get it the 100th time.

But most businesses can’t afford that much repetition — or advertising that’s completely unrelated to their product or service.

Instead of borrowing an advertising hook, and hoping that a distracted, ill-infomed public will “get it,” why not dig for a story that’s actually relevant to your customer’s feelings and needs? That’s how you differentiate yourself and attract customers.

Do the research.  Spend time in the field. Listen, listen and listen some more for that one little nugget of insight that can become the hook of your brand narrative.

Or better yet, build the advertising hook right into your product or service. That’s the easiest way to attract customers… develop a product or service that has the marketing baked in.

Seth Godin calls it a Purple Cow. Something genuinely unique enough to get everyone talking about it.

In almost every market category, the boring slot is already filled. So you have two choices; you can be one of those scramblers, who run borrowed-interest ads in an effort to compete in the boring space, or you can break out by building a product or service that naturally attracts customers.

In the case of video conferencing, the boring slot was filled by Skype. That was the big, leading brand. Then Microsoft acquired it, and fell asleep at the wheel.

Classic opportunity for a start-up. Perfect opening for an underdog brand.

Zoom’s platform was designed specifically to make video calls work well in low bandwidth situations, which gave them a buzz-worthy product long before COVID 19 hit. That was their purple cow.

Plus, Zoom invested heavily in traditional advertising in the past few years. Their visibility on billboards, in airports, on the radio and at sporting events positioned them for success when shit hit the fan.

Microsoft-owned Skype, on the other hand, was not on the radar.  The minute the press started writing about the work-from-home phenomenon, it was Zoom, not Skype, that got all the attention.

According to Wired magazine Skype will disappear completely by 2021, replaced by Microsoft Teams. I’m betting that Microsoft’s agency will spend many billions on borrowed-interest advertising trying to attract customers for that one.

If you’re struggling to attract customers, and need some help finding your one true story, give us a call.  Try this post if you want more on how to make your advertising more effective. 

 

 

new approach to website design

Brand design with a bang – Visual cues and consistency across platforms

BNBranding logoA lot of people ask me about our brand design and the graphics that accompany these blog posts.

They see the same visual cues on the BNBranding website, in social media posts, in our ads, on video and even on good, old-fashioned post cards, emails and invoices.

brand design that produces resultsThey comment about the work on LinkedIn and, yes, they respond to it. Some people have even said, “Wow, that’s really cool. Can you do something like that for my company?”

Of course.

Because the fact is, bold graphics such as these stop people in their tracks. It’s brand design that produces response.

It’s like direct response branding.

As prospects are scrolling quickly through a Facebook feed, they breeze right over all the stuff that looks the same as everything else… Stock photos, charts and graphs, head shots, even stupid cat videos get ignored these days.

They only pause when they see something that “Pops.”

The incongruity of the image or message, relative to everything else they see, creates natural human curiosity. It’s just the way our brains work.

a new approach to website design BNBrandingOn the other hand, we are wired to ignore the images, sounds and words that are familiar to us.

So familiar words, sounds and imagery do not belong in your advertising efforts.

Thanks to an increasingly fragmented marketing landscape, the need for consistently UNfamiliar visuals is on the rise. There are just so many different marketing tactics these days, it’s hard to get them all aligned into one, cohesive campaign. Most companies lose that “Pop” they could get by maintaining visual consistency across various platforms.

The same goes for sounds. The very best Radio, TV and video campaigns include unique sound cues that tie all the components of the campaign together. For instance, I wrote an award-winning radio campaign for a glass company, and the audio cue couldn’t have been more clear… the squeek of windex on a window.

It was an audible punctuation mark that proved very successful.

Visual punctuation marks, such as the images in our “Be” Campaign, can make small budgets look big. It’s one of the little things that small businesses can do to become iconic brands in their own, little spaces.

Brand design advice Tom PetersTom Peters, in his book The Little Big Things, says “design mindfulness, even design excellence, should be part of every company’s core values.

Because the look IS the message. Because design is everything.”

Some people seem to think that “branding messages” do not belong on social media or in digital advertising. And that you can’t design a “branding” website that also moves product.

That’s hogwash.

As Peters said, every message out there is branding. You can’t differentiate sales messages or social messages from brand messages. It’s all connected. You might as well make them look that way.

Consistent, unexpected brand design is the easiest way to improve the impact of your messages and leverage your marketing spend.

If you’re not thinking about branding and design aesthetics when posting something on LinkedIn or Instagram, you’re missing a huge opportunity. People will just scroll on by.

truth in advertising BNBranding

If you’re not thinking about design when crafting headlines for your website, you’re not seeing the big picture. People will just click right out.

If you’re not thinking about your brand image when choosing a location or decorating your office space, you’re missing the boat.

Design is just one element of your overall branding efforts. But it’s an important one. Too important to ignore. Because every time you hammer home those visual cues, you move one little step closer to your objective.

If your business needs a stronger visual presence across all marketing channels, give us a call.

Or click here for an inexpensive yin/yang assessment of all your marketing efforts.

a new approach to website design BNBranding

 

 

 

 

 

 

 

 

 

 

 

 

 

Same with sounds.

 

 

Mt. Bachelor brand experience

Brand experience – How one ski area is trying its best to manage expectations.

bn branding's iconic logoSki area operators live and die by the whims of Mother Nature. So the brand experience often comes down to how the staff handles the inevitable shit storms. It’s a tough job… managing and marketing an experience when the experience is out of your control.

brand experience at Mt. Bachelor - BN Branding

It’s not hard to attract skiers and boarders when the snow is plentiful, the sun is shining and all the lifts are spinning. On days like this, it’s going to be a damn good brand experience for pretty much everyone.

That’s when ski areas — and brands in general — need to bank a lot of goodwill.

Inevitably, they’re going to need it.

A few winters ago high winds coupled with a massive ice storm toppled trees and wrecked havoc at Mt. Bachelor’s lift system.

That same season, flooded roads cut access to Crystal Mountain. A lift tower at Whistler snapped. A landslide took out a lift at Snoqualmie Pass. And some poor guy at Vail found himself hanging upside down and naked from a chairlift.

2020 was  even worse than that.

So how do you manage the brand through all the drama and mayhem of a pandemic, or a drought year, or any series of unfortunate events? How do you handle those days, weeks and even seasons that don’t qualify as chamber of commerce material?

What do you do when you’re faced with a no-win situation, like all ski areas are facing during COVID pandemic?

You cash in on all the successful branding you’ve done over the years. You fall back on all the love you’ve been spreading and the positive brand experience your customers have had in the past.

Your brand is your safety net. The more brand loyalty you build up, the more leeway you’ll get when things go wrong.

 

 

The brand experience for any skier or boarder on any given day is nuanced and complex.

There are a lot of moving parts involved in a day of skiing, from the first check of the ski report in the morning to the apres ski scene after the last run is done. There are dozens of ways to screw it up.

Not so long ago ski areas routinely fibbed when they recorded the morning ski report. But now social media makes it impossible to get away with any little white lies. The lift ride is plenty of time for skiers to tweet the exact temp, wind speed, barometric pressure and a detailed grooming report.

“Is sucks, stay home.”  “It’s Epic. Get up here.” “Fogged in. Can’t see two feet.” “It’s blowing the dogs off the leashes.”

With minute-by-minute updates like that accompanied by real-time user-generated videos, sugar-coated conditions reports from the marketing department just don’t cut it.

(All the locals knew what “light” winds really mean. Not a good way to build brand loyalty. )

Authenticity is no longer a choice. Brands have to own it… whatever it is.

A few years ago, when that epic ice storm shut things down at Mt. Bachelor, CEO John McLeod and his team launched a new communications program designed to manage expectations and quell some of the bitching. (Skiers can be a surprisingly whiny group.)

Mt. Bachelor’s staff uploaded some videos that show what the lift crews really faced.

They owned the challenge of it and made the best of a bad situation.

It’s hard to complain about a lift not opening promptly on time when you’ve seen the manual labor required to do the job… and the realities of operating safely in a high alpine environment after a wind and ice “event.”

www.youtube.com/watch?v=wlYZUlHzby4

The videos showed time-lapse photography of an employee climbing up a 40-foot lift tower, tentatively chipping away at ice three feet thick. They showed logging crews and snow-cat drivers working together to clear 60-foot fir trees from the middle of a ski slope.

That’s powerful stuff that I haven’t seen on any other web site or in any other industry. They used reality TV as an effective branding tool. It was a pretty good reaction to very rare weather event.

Fast forward to the spring of 2020 when they were reacting to something even more unheard of… a shut down caused, not by weather or mechanical failure, but by the COVID 19 virus.

When Mt. Bachelor reopened for two weeks in May they did it for all the right reasons, and yet the brand took a hit. It was a classic perception vs reality thing

The reality was that McLeod and his team pulled off an operational miracle to get the place back up and running at all. It was one of only 4  ski areas in the nation that did that.

The perception something else entirely. Mt. Bachelor brand experience

Everyone was dying to get back up on the slopes after two months of lock-down. Pent-up demand was off the charts.  So when Mt. Bachelor released their limited supply of spring skiing reservations, the whole system broke.

A very tiny number of  lucky season pass holders got access to the mountain during those two weeks in May. And even for them, it sounded like the brand experience wasn’t so great.

McLeod later admitted that that the free software they used for that momentary spring fling wasn’t quite up to the task. (I suspect that someone in their I.T. department was in trouble for that decision.)

So yes, technology can, in fact, have an affect on your brand. For good or bad.

A lot of people were left with a bad taste in their mouths from that experience, and that simmering flavor of discontent seems to be carrying over into the 20/21 ski season.

There’s a lot of grumbling going on about the parking reservations that are now required. The design of that system was a matter of choosing the least-bad option among a slew of bad, COVID-related options. But so far, it seems to be working pretty well.

Some of Mt. Bachelor’s competitors chose differently.

As one Facebook friend posted, “at least we don’t have to drive up to the mountain and spend two hours in our cars in order to NOT get to ski, like you do at Timberline.”

Even though Mt. Bachelor has tried hard to manage people’s expectations for a COVID-style ski season, I think the brand it going to take another hit. Sometimes the customer’s expectations are just unrealistic.

What the Mt. Bachelor team needs to do, right now, is OWN the unknowable.

They simply don’t know how the parking system is going to work in the long run. They don’t know what’s going to happen with the COVID restrictions. They don’t know what affect the weather will have on their capacity or how well people will heed their call for cooperation and patience.

Almost nothing is certain. They are winging it, and there’s no other way to describe it.

Might as well own it. Might as well just admit that the ski season is going to be a mess.

honesty in political advertisingIn this era of Facebook falsehoods and the ridiculously amplified online grapevine, over communicating is better than under communicating.

Silence can chip away at your brand credibility.  Like ice on a lift tower, eventually it’ll all come crashing down on your head.

I get the impression that the Mt. Bachelor team is holding some information back, because they’re afraid it’ll be wrong.

The situation is just too dynamic, and things are changing too rapidly. They don’t want to have to back pedal and retract anything.

That’s understandable, but maybe they need to shift their perspective on that.

In a situation like this, “We Don’t Know! ” is an acceptable answer. It’s not back-pedling if you set the expectation, up front, that you’re probably going to be changing directions. Many times.

Here’s the message I’d go with…  “Look, we’re trained to deal with a lot of unpleasant circumstances here at Mt. Bachelor… We have contingency plans for everything you can imagine, but no one imagined this. There is no playbook for any of this, so we’re calling the audible, every day.”

“Bear with us while we provide the best experience we possibly can, under the circumstances. It might not be the brand experience you’ve come to expect from Mt. Bachelor, but we’re doing our absolute best.”

So here’s the take-away from a branding standpoint…

Transparency is what people want from brands. It’s what we love to see from any company we do business with.

‘Pivoting’ is just part of the program this year, in any industry. Deep down, even your biggest critics know that and they’ll cut you a little slack.

Every chance you have to fix a problem or right a wrong is an opportunity to build your brand.

And finally,  the Mt. Bachelor brand is strong enough to weather this storm too.

 

Yeah, but what about the naked guy dangling from a lift in Vail???:

www.huffingtonpost.com/2009/01/06/vail-chairlift-accident-l_n_155578.html

Here’s more on branding in the ski industry.

 

 

1 2 3 8