How Branding Works

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  • 1. HOWBRANDING WORKS Khan Mohammad Mahmud Hasan twitter.com/kmmhasan facebook.com/khanmdmahmudhasan www.mahmudhasan.com
  • 2. It takes an audience.Its true that great branding cant help you as much as bad branding can hurt you. And much of the worth of anybrand is how well its promoted. So a brand with mediocre appeal can hit a home run with enough cash andpromotion behind it.But truly great branding has a way of going viral. Of getting other people to stand behind it and promote it. Its on-message. It clicks. People just “get it”. In the end, great branding can save you a lot of money and a lot of work.Its a name, its a logo. Its a message and a mood. Branding is a little bit art, and a little bit science.Lets get into it …K. M. Mahmud Hasan How Branding Works --- Page 2 of 21---
  • 3. Table of ContentIntroduction ................................................................................................................. 4 1. Get Attention ........................................................................................................... 4 2. Spark Interest .......................................................................................................... 4 3. Build Trust .............................................................................................................. 5 4. Foster Recognition ...................................................................................................... 5Defining Your Brand.......................................................................................................... 6 1. Tell Your Story .......................................................................................................... 6 2. Define Your Offer ........................................................................................................ 6 3. Find Your Voice ......................................................................................................... 6 4. Tag It! .................................................................................................................. 7 5. Test It .................................................................................................................. 7Designing Your Brand ........................................................................................................ 8 1. Your Name .............................................................................................................. 8 2. Your Logo ............................................................................................................... 9 3. Populate Your Brand ................................................................................................... 11Promoting Your Brand ...................................................................................................... 12 1. Target Your Audience .................................................................................................. 12 2. Get It Out There ........................................................................................................ 13 3. Repetition, Repetition, Repetition... .................................................................................... 14Case Studies................................................................................................................ 15 ACER (A Success Full Asian Brand) ........................................................................................ 15 Mercedes Benz USA ...................................................................................................... 17 Pan Pacific Hotel, Vancouver, Canada..................................................................................... 17 Philips - Strengthening a Global Brand .................................................................................... 19 Nokia - Building A Powerful Technology Brand............................................................................. 20Resources .................................................................................................................. 21 How Branding Works --- Page 3 of 21---
  • 4. IntroductionWho you know, has its benefits. But maybe even more important is who knows you. Great branding helps you get known.Great branding builds a relationship between you and your audience. And for a business, a blog, or any kind of endeavor,that relationship is the key to accomplishing whatever you set out to do.Whether youre trying to raise awareness, foster change, or increase sales, branding is an investment in making ithappen. And when done well, you can leverage your brand for as long as you take care of it and keep it alive. Yourbrand has a job to do. And step by step, this is how it works to get you known.1. Get AttentionBusiness is a competitive sport. You can have the greatest product in the world, but if no one notices it sittingbeside a hundred others on the shelf, all is lost.And whether your arena is the store walkway, the multi-billion page internet, or the hyper-competitive corporateladder, your brand is your flag. Its what gets noticed. Its very first job is to turn heads. Hey, Over Here! Yeah! Over Here. Here.Getting attention is tricky. Its not too difficult to get attention. All you have to do is be the most outrageous. Butbeing the most outrageous doesnt necessarily translate into what you want to happen next. Because after youstart turning heads, you want people to actually stop and take notice.So you only have one goal in getting attention, and thats to get to the next step; sparking interest.2. Spark InterestSparking interest is about getting some face time. The difference between getting attention and sparking interest isthe time you get to make your pitch. You can only go straight from getting attention to the next step, building trust,once you have an established brand. Thats the power of branding.But while youre building your brand, and when youre promoting new things under its flag, you need to sparkinterest before you build trust. Stop. Check This Out. This Means Something to You.While getting attention may give you only a fraction of a second of face time, sparking interest can get youanywhere from several seconds to minutes or even hours of face time.Interest gives your audience ownership. It gets them involved and invested in your brand. It can be interactive. Or alearning experience. It can show a way to solve a problem. You can spark interest by associating yourself with How Branding Works --- Page 4 of 21---
  • 5. something thats already known. Or by showing people something thats new, different, or evolutionary. Evenrevolutionary. Or imperative.Sparking interest piques curiosity. Just long enough for you to make your pitch.3. Build TrustThis is where you make your pitch. So what do you want to say? Imagine having less than a second to say it. Arentyou glad you sparked some interest now?Trust takes time. Youve sparked some interest and bought yourself some time. So how do you spend that timewisely? Deliver everything you promised, and more. Heres Honesty. And Integrity. Here Heres Social Proof. Here And Value. Always. But You Decide.You must stay true to who you are. And true to what youre trying to say. And this goes back to how you gotattention and sparked interest in the first place. Nothing erodes trust like the old bait-and-switch. Its aconversation between a brand and an audience that goes something like this: Hey, over here! This means something to you. something Wait a minute. This isnt what you said it was. This sucks! isnStay true to who you are. Deliver what you promise and show that youve delivered before. Even better, providesocial proof. If you can show that other people believe in what you have to offer, youre miles ahead in the game.To build trust, you need to deliver everything you promised, and more than what you promised. And even if youpromise the world, as long as you can deliver the sun and the moon too, youll start to get recognition.Now youre really starting to create some ZOOM.4. Foster RecognitionThe big payoff! After youve gotten attention, sparked interest, and built trust, you get recognition. And a widelyrecognized brand is a beautiful thing.To foster recognition, you just build it and promote it. Keep getting it out there. You have to take care of your brand.Keep it fresh, keep it on-message, and make sure it gets plenty of time in the spotlight. Once youve gained somerecognition, you just keep working to make it stronger.. How Branding Works --- Page 5 of 21---
  • 6. Hey, I know you! Hello Again.Think about well known brands such as Coca-Cola, Google, Microsoft, and GE … the list goes on and on. What if thesecompanies stopped putting their brand on their products? Would you still buy them? You might, but their saleswould plummet. Theyd have to start all over again from square one. How?Get attention, spark interest, build trust and foster recognition.Defining Your Brand"The best laid schemes o mice an men, gang aft agley" ~ Robert Burns; To a MouseWhat?! Okay, maybe that quote from Robert Burns poem doesnt quite clarify the message. But thats the wholepoint. The best laid plans often dont turn out as expected.Defining your brand is your plan. Its the foundation you use to design it and promote it. And even though it may notturn out as expected, you have to start somewhere. Let the conception begin!1. Tell Your StoryEveryone has a story. Every thing has a story. And even if youre just in this for the money, everything worth sellingand everything worth buying has a story. Its there.Its in the history, its in the discovery and its in the aims and ambitions of what your brand means to people. Andwhy. Why does it mean something? Why should it?Thats your story.2. Define Your OfferThe offer youre making to people is not necessarily separate from your story. But its such a critical part of definingyour brand that its worth mentioning as a separate point. People might just get it when they experience your story.Thats always good. But if not, you have to spell it out.At first glance, maybe you want to define your offer and then wrap a story around it. Theres something wrong withdoing that. It makes your story sound fake. It becomes just a story, not the story.So tell your story, and somewhere along the way, define your offer.3. Find Your VoiceYour voice sets the tone for your brand. It can be loose and free flowing or all buttoned up. It can be unusual andfunny, or drop-dead serious. It can be both. Your voice might appeal to men or women. Or everybody.Your voice is mood lighting. Its background music. It guides your audience to the way theyre supposed to feelabout your brand. Its the hand that reaches out to shake theirs. Or the teeth that bites it off. Its honesty, rhythm,bombast. Its how you connect. How Branding Works --- Page 6 of 21---
  • 7. 4. Tag It!Take your story, your offer, and using your voice, boil it all down to a few words. Or at most, a short sentence. If youhad to explain your brand to someone and this is all the space and all the time you had, could you?Taglines are powerful. A tagline or slogan is your brand focused down to a laser point. And they sell multi-milliondollar movies and define billion dollar companies:DeBeers: "Diamonds are forever"AT&T: "Reach out and touch someone"Yellow Pages: "Let your fingers do the walking"Nike: "Just do it."A good tagline is not just definitive, its memorable. Its sticky. And now its time to test that.5. Test ItThe last thing you need to do to define your brand is test it. If youre small, ask some people you can trust to giveyou honest feedback. If youre huge, form a focus group and fill a room with a couple dozen people and ask themwhat they think.The bare-bones budget way of testing a brand goes like this:1. Throw the brand name at some people and see what they say. If it attracts their interest, then youre on track.2. Next, give them a quick description of what it is. And throw the tagline at them. If they dont get it, then its backto Number one.3. Finally, come back a week or two later and ask them if they have any more thoughts on your concept withouttelling them the name. If they still remember the name, youve got stickiness. And its time to forge ahead.So you have a story, an offer, a voice and a tagline. Youve tested it. Now its time to build it. How Branding Works --- Page 7 of 21---
  • 8. Designing Your BrandBranding is not just a name or a logo. Its an entire identity. Your name and your logo are part of that package.Theyre a big part, and the fun part, just not the only part. Lets build it.1. Your NameA few names probably popped into your head the minute you decided to build your brand. Sometimes these are thebest names because they come to you intuitively. But they havent been tested. Its the work you do to define yourbrand that tests the name against a set of criteria to make sure it has meaning.But to really create a great brand name, you have to make sure it has great usability. There are some key thingsthat make a name user friendly for people. These things are what your name really is because its how people willexperience it:ItIts a Definition of Your BrandThe definition can be distinctive or descriptive. A distinctive name is new, different. It can be a completely made upword which means its only definition is the one you give it. A descriptive name literally tells you what it is or givesyou a good idea of what it is.Distinctive NamesDasaniTechnorati .comDescriptive NamesCareer Ramblings .comLife Hacker .comIts a SoundHow does it sound when you say it? Does it sound clunky or does it flow easily and have a nice ring to it? A goodname has a pleasing sound. Its not a tongue twister.Try to keep the whole name to 5 syllables or less. Use short, easy to pronounce syllables. The secret to a pleasingsound is to get each syllable to roll easily into the next one when you say it.Its always wise to not get too tricky. But there are a few tricks that can help make a name sound more jingly andmemorable:AlliterationAls Auto-partsJib Jab .comRhyming and AssonanceFreaky GeeksFunny MoneySmart CarInitializing a Long Name(Be careful with this one)Duncan, Umbers, Matthew-Barry, LLP. How Branding Works --- Page 8 of 21---
  • 9. Good names are catchy, simple and easy to remember.ItIts a Series of LettersYour name should be easy to spell just from hearing it. This is really important for both word-of-mouth campaigningand for type-in traffic and internet searches for your website.A name like The Prescient Dichotomy of Thought might be easily misspelled. And there are too many letters; theresjust too much to read. People scan more than they read so short names are always better. But even a short namelike 4 Piers can be easily misspelled and misinterpreted if youre not careful. Is it 4, Four, or Fore? And is it Piers orPeers?Its a GraphicMost of the time, a brand name is a logo. A brand might have a purely graphic logo also, but the name is the primarylogo. Youre creating art with text. And minimalist art is always best in this case.It needs to be easily readable above everything else. If you look at the biggest brands on any shelf, they all usevery simple and basic fonts; maybe with a little twist here or an accent there. Complex fonts are not easily readableand trying to incorporate pictures into the lettering really makes it difficult to readYou can see that the last graphic name is not easily readable. Its not a good graphic representation for a name. Aname needs to be bold, simple and easily read from a distance. Some letters dont go well together. A “c” followed byan “l” can look like a “d” from a distance or if the type is too small.Your graphic name should also be appealing and distinctive. To give a plain font a little something special, makeone or two small graphic changes to the text. The changes should be simple and translate well in black and white:2. Your LogoEven though the graphic element of your name is the best place for your logo, most companies have an extra logo; apurely graphic logo that represents their brand. Like the Nike swoosh, or Apples apple.Whether you want to stick with just a name logo or create a special graphic logo, these key design elements arewhat makes a logo a great and memorable logo.Simple GeometryBasic shapes catch our attention much more easily than complex symbols. We can process, understand andremember what were seeing faster and easier.We want something unique too. By combining basic shapes like the square, circle and triangle we can make morecomplex shapes: How Branding Works --- Page 9 of 21---
  • 10. This is one of those things where less is more. As long as theyre simple, theyre very effective, and this is why iconsare so popular and street signs use very simple geometric shapes. The more complex a shape gets, the harder it isfor our brains to process.The way to understand the complexity of shape is to count the number of sides a shape has. A square has four. Afive pointed star has ten. The “house” graphic has eleven, plus four more for the door for a total of fifteen separatelines.Another thing that makes shapes easier to recognize is symmetry. The stars left side is a mirror image to the rightside. The arrow is symmetrical on the top and bottom. And while the lightning bolts not symmetrical, it only hasseven sides so its very simple.The last element that your graphics geometry conveys is a sense of softness or hardness. A graphic with soft andflowing edges is more feminine and is going to appeal to women more. Hard edges are more masculine. This isimportant because your brand has to appeal to your target audience. Theres no use in designing a logo for awomens product that only appeals to men.ColorJust like shapes, colors can be masculine or feminine. But the big impact of different colors is the mood or emotionthey convey. They can be calming or energetic. They can be wild or reserved or funky or classic.Theres a lot to color theory, especially when using different colors together to create a theme or a set of corporatecolors. here are some basic colors and what they convey:Again, just like with shapes, its best to keep your brand colors simple. The more colors, gradients, patterns andcomplexity you have, the longer it takes for someone to process. Keep it simple. Use one or two main colors and adda couple accents and simple effects at the most.Good contrast between the colors you use, and between the logo and the background is another reason to keepthings simple. Contrast makes a logo much bolder and recognizable from a distance. How Branding Works --- Page 10 of 21---
  • 11. Descriptive GraphicsYour logo is your story, your tag, and your voice all bundled up into one simple little picture. It can be a literalrepresentation of your brand or it can reflect your brands attitude.For example, Gatorade uses a lightning bolt. It reflects the brands attitude which is all about explosive athletic energy. Atthe same time, Lucas batteries use a lightning bolt as their logo and it has a more literal meaning; electrical power.The key to making a great descriptive logo is making sure that people recognize the symbolism. If no one can figureout what it is, its back to the drawing board. Keep it simple. Test it and see if people recognize what it is or get somesense of meaning from it.Distinct GraphicsA logo should be distinct. One of a kind. It has to be different to stand out in the crowd and it shouldnt be easilyconfused with some other well known logo.Its okay to learn from the masters and emulate their techniques. But copying them is seldom rewarded. It mightseem impossible to create a logo thats simple and distinct but remember this; there are only 12 notes in music.And theyve been used to create thousands of great songs. Its doable.Putting it all TogetherThe best workflow for designing a logo is to start by designing it in black and white. This helps you keep it distinctand descriptive and most importantly simple. Then add color. And then add your effects to really bring it to life.Its always better to start with a basic version before you create a full effects version of you logo. But if you startwith a full effects version, tear it down to flat colors and B&W to make sure the fundamentals of good design arethere.3. Populate Your BrandNow you have a story, a name, a tagline, and a logo. It might seem like you have everything a great brand needs.But theres one more critical thing. Your brand needs people. You need to populate it and give it a face and apersonality. This is a step thats frequently overlooked.Just as well known as many of the most well branded companies ... are the people behind them:Microsoft: Bill GatesApple: Steve JobsAnother way of populating a brand is by using celebrity endorsements. Strong personalities that are well recognizedbrands themselves lend a lot of credibility to a brand. Many companies populate their brands with well known people:NikeWheaties cerealLOreal cosmeticsYou dont need to have a fortune 500 company to populate a brand. In fact, for a smaller brand its probably even moreimportant to make a human connection with your audience. We need to know that a brand has someone behind it whocares about it and believes in it. People make a brand real. How Branding Works --- Page 11 of 21---
  • 12. You can populate a brand in one of 3 ways:And now we have all the components a brand needs. Its defined and designed and its time to put it to work. Its time toget attention, spark interest, build trust and foster recognition. Its time to promote your brand.Promoting Your BrandYou can break a lot of rules when youre designing your brand and still build a great brand. Its just harder. It takes moretime. It takes more money. It takes heavy promoting.So good design can save you a lot of money. But even so, to build a great brand you have to get it out there in front ofpeople. It needs exposure. You have to promote it. So heres how you do that.1. Target Your AudienceWhere and how, right? Not so fast. The first question to answer is who. And not so much who it is you want to promoteyour brand to, but whos going to have an interest in it? Who has a need that it fills? DemographicBuild a DemographicThere are a few different factors that go into understanding your audience. All those factors add up to create ademographic profile of your audience. Every brand has a core audience and a fringe audience. The core is the mostinfluential and strongest.They match most of your demographic markers. The fringe audience is scattered and each of them may only fit into acouple of your demographic markers.To build a demographic profile for your brand, start by defining the needs that your brand meets within each marker.That tells you who your audience is. Theyre the people in each demographic marker whose needs you can meet: How Branding Works --- Page 12 of 21---
  • 13. If you have trouble figuring out whom your audience is, use subtraction and first figure out who they arent. As younarrow the field in each category, whoevers left is your audience.Its important to be in tune with your audience. Does your brands design fit your audience or does it fit the designer? If itdoesnt fit your audience, its time to go back to the drawing board and do a redesign.Once you know who your audience is, you have a good idea of where theyll be. Youll know what grabs their attention.And its time to get your brand out there.2. Get It Out ThereA brand cant sit by itself in a dark room. You need to get it in front of people; especially your core audience. Getting yourbrand in front of people is a combination of sales, advertising, and publicity.You can approach your audience actively or passively. Active promotion gets people involved and its much moreeffective. Its engaging and interactive. Passive promotion works en masse. You need to do a lot of passive promotion toget results so it needs to be cost effective and well targeted to your audience.Heres how you can get it out there:Effective promotions are bold, creative, and different. You want to use promotions that will get your brand in front of yourdemographic audience. The best promotions give your audience something of value. Its about them more than its about How Branding Works --- Page 13 of 21---
  • 14. your brand. Your audience should have something to take away with them; a tangible thing, an innovative idea, or amemorable experience.Get your brand in front of key influencers in your audience. Key influencers are connected and engaged in theircommunities. They spread the word. They make a campaign go viral.Test your promotions and monitor their success. If something doesnt work for your brand, try something else. You canalso get feedback using surveys, questionnaires and networking which is one of the things that makes activepromotions so powerful.3. Repetition, Repetition, Repetition...Be everywhere. Promoting a brand is about reach. The more places and the more often its out there, the more peopleyoure going to reach.Your audience is in different places, doing different things at different times. To find them you want a promotional gameplan that gets your brand in front of them again and again. The more that people see it, the more it will resonate withthem.Make your brand available and accessible. Use a diverse number of promotional ideas. Put together a blitz campaign fora limited time and follow it up with a steady stream of standard promotions. Always being around and popping up fromtime to time in potent bursts builds brand awareness.Get it out there, and often. How Branding Works --- Page 14 of 21---
  • 15. Case StudiesACER (A Success Full Asian Brand) Stan Shih is a national hero in Taiwan; Acer is a successful international brand. The computer industry is one of the most competitive in the world, having always been dominated by the giants such as IBM. So, how has a Taiwanese company become the third largest manufacturer of personal computers(PCs) in the world, creating a respected, and sometimes feared, brand? How has the company managed to break awayfrom the "Made in Taiwan" image, which like many countries in Asia has been associated with sub-standard products?The answer is, of course, the careful construction of a strong brand image. From the very beginning, Shih realized thatthis was the great challenge, and he positioned his products more at the higher end of the market than any otherTaiwanese products had been previously. For example, when entering the Japanese market, he priced his products thesame as theirs to avoid the poor-quality image associated with lower-priced products. This was an important signalemitted by the brand-that Acer-branded products were not to be classified as commodities.Acer Computer has always spent huge sums of money on research and development, and in this respect, tends to followthe Japanese technology companies. Shih believes in "innovalue"-using innovation to create value in the design andproduction of cutting-edge products-and leading the industry. It is Shihs company that has actually positioned the PC asan aesthetically pleasing home appliance, and this philosophy is summed up in the new corporate mission statement:"Fresh Technology Enjoyed by Everyone, Everywhere." Fresh does not imply new but the best, namely, proven high-value, low-risk technology that is affordable to everyone, and has a long lifespan. Fresh also refers to innovation basedon mature technology that is user-friendly, reasonably priced, and enjoyed by everyone, everywhere. Acer Computer hasa long history of innovation, and continues to add to this brand strength at every opportunity.Acer Computers aim is to become more consumer-oriented, as it believes that PCs will become consumer-electronicproducts with a wider range of uses and applications in the areas of communications, entertainment, and education.Acer Computer, therefore, has to become an expert in consumer electronics as well as personal computing. Shih refers tothis as a shift from being technology-centric" to "consumer-centric." The computer industry has always been theformer-emphasizing products more than people. Acer Computer is, thus, repositioning itself to become a customer-centric intellectual-property and service company, as signified by its new slogan: "Acer, Bringing People and TechnologyTogether." To Shih, intellectual property is the value added to the product. Acer adds value by enhancing consumerperceptions of the benefit or value of a product, based on know-how, packaging, design, accessibility, comfort, user-friendliness, niche solutions-the tangible qualities of its products. This is how Acer Computer is building on its alreadystrong international brand, into a global brand. It wants to help people to enjoy their work and their lives.One way in which Acer Computer is trying to manage the perceptions of its audience and getting them to think of thecompany as a major player is through more international exposure, such as its US$10-million sponsorship of the 1998Asian Games. It succeeded in bringing the company greater international exposure. Another way Acer Computer ismanaging customers perception of the company is by partnering overseas companies. By doing this, Acer Computerachieves its overall philosophy of "global brand, local touch," and also hopes to further the perception of being a globalbrand.However, Acer still has to make the leap from being a regional brand to a global one. Although the companymanufactures computers for IBM and other major companies, it does not get due credit. In 1998, it was ranked third inthe world as a PC manufacturer, but occupied only eighth spot in brand sales. Since then it has moved to seventh place,according to the company. In the largest single market in the world-the United States-Acers market share in 1998 wasless than 5%.Acer has to cross the bridge , from world-class manufacturer and regional-market leader to global player. If the resultdepends solely on Stan Shihs enthusiasm, energy, and ambition, then there will be no doubt about the outcome. But How Branding Works --- Page 15 of 21---
  • 16. consumers, both corporate and individual, make global brands happen, and therein lies the challenge of changing andmanaging their perceptions.Brand strengths: Founder/CEOs vision, cost leadership, quality products, consumer focus, innovation How Branding Works --- Page 16 of 21---
  • 17. Mercedes Benz USA When Mercedes Benz decided to build its new M Class off-road vehicle, it decided to build it and launch it in the USA. The head of Mercedes USA knew that at its launch, it would be entering a crowded market, and that the mere fact that it was a Mercedes would not guarantee sales. They had to try something different. In the USA it is still possible to obtain free access to data and they obtained details of all current owners of off-road vehicles and Mercedes cars. Mercedes then undertook a series of mail-outs to the names on the database.It began with a personally addressed letter from the head of Mercedes USA. It said something along the lines of - "...we atMercedes are in the process of designing a brand new off-road car and I would like to know if you would be prepared tohelp us..."Now America is the land in which you receive probably more direct mail than any other country in the world, but it is notevery day that the head of Mercedes writes and asks for your help. There was a significant, positive response. Thosepeople who responded received a series of questionnaires that asked for guidance on design issues such as whether thespare wheel should be outside or inside the vehicle, desired engine sizes, exterior colours and interior designs.What is interesting is that, along with the questionnaires, Mercedes began to also receive advance orders. What thesecustomers were feeling was that Mercedes was custom building a car just for them. No other manufacturer had everinvolved them in the design and build process in quite the same way.As a result, Mercedes pre-sold its first year sales target of 35,000 vehicles. It was expecting to spend some $70 millionUS marketing the car, but by using this CRM one to one approach, it only needed to spend $48 million saving $22 million.We have heard that this program was so successful that Mercedes is looking to use the same approach in the future withother model launches.Pan Pacific Hotel, Vancouver, CanadaIntroductionA senior executive from Sun Microsystems, after staying at the Pan Pacific Hotel, Vancouver, congratulated the hotelsvice-president and general manager, Steve Halliday, on how well his staff read her mind. This had nothing to do withresident palm readers, astrologers, or fortune-tellers; it was a reflection of the fact that the executive felt she hadexperienced service excellence.Its not surprising, because this hotel is very different. A division of the conglomerate Tokyu Corporation of Japan, thePan Pacific Hotel Group currently has 17 hotels. The president of the hotel chain, Ichigo Umehara, is what we could abrand champion: he works hard to differentiate his company from the many competitors in the hospitality market. Thecompany certainly sets out to do things differently, and that can be seen from its mission statement, which states thatthe company wants "to take people successfully to places they have never been before." Staff are called associates, andare empowered to a great degree to take decisions affecting the consumer experience at the point of contact with guest.The associates are carefully selected at all levels, and can go through up to 14 interviews with colleagues andmanagement with whom they will be working before being offered a job. As Steve Halliday says, "We always try to hirethe best-the 9s and 10s-because if we hire them, they will recruit good people. If we hire 4s and 5s, well end up with astaff full of similiar-caliber people". The philosophy at the Pan Pacifc is to "hire on attitude and train on skills," theopposite of what many companies do. The staff are so happy, they are non-unionized. A recent independent surveyidentified the things staff liked most about the company: How Branding Works --- Page 17 of 21---
  • 18. • the family atmosphere-its a home away from home; • teamwork; • respect and equality; • learning and advancement; • pride in their operation; and • fun.These attributes have become embedded values - the culture of the hotel - and they are transmitted to the customers.The hotel chain doesnt have "human resources" departments. Instead, it has "people innovation" departments,emphasizing the desire and confidence in employees to excel at innovation. They talk about education, not training, andthey call their major functional parts of the business "independent business units" to encourage associates to thinkbeyond being part of a hotel.The whole idea is to create "emotional links with guest through personalized care." They want the guests to share the"home away from home" feeling they have. Which brings us back to our opening paragraph in this case study. If youthink about it, your family and close friends know you well can anticipate what you are thinking and what you need. Theycan read your thoughts and feelings, and they try their best to help in every possible way. This is what the Pan Pacificassociates do in Vancouver, and the end-result is that customers dont just have a great experience, but enjoy arelationship. So, when customer service excels, CRM lives.The hotel chain isnt a great brand yet, but its getting there. Of course, it has invested in technology and software toenable the employees to deliver on the brand promise. The challenge, as with every brand-building initiative, is for thecompany to achieve consistency in the brand experience across all its hotels. In Vancouver, it really is outstanding, anda prime example of a CRM initiative led by customer service.Technology plus attitude equals CRMTraditional one-to-one service hasnt worked for many companies because the service attitude hasnt been in evidence,or because the systems that front-line staff need in order to gain real knowledge of each customer havent beenavailable. Attitude is a management problem that can be overcome, as we have seen above, but the technology to assistthis is now freely available. A front-line employee with CRM technology at his or her fingertips can talk to each customeras an individual, and with confidence, knowledge, and respect.You will find many examples Romancing the Customer of how CRM allows you to help your staff do things right. Thetechnology allows for easier, more natural, and less intimidating relationships. For example, CRM programs can giveready access to information on the customers previous contacts and purchases, enabling staff to quickly get to theheart of a customers needs and solve their problems. CRM makes everything easier for the consumer. It is redefining thestandards for customer service and brand management. While customer service is an exciting and vital part of CRM, inthis book we describe how you can achieve a great brand experiences with the use of techniques that complementcustomer service initiatives. How Branding Works --- Page 18 of 21---
  • 19. Philips - Strengthening a Global BrandPhilips is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew thePhilips brand name, the likehood was that he would say yes. However, he might not have know what Philips provides inthe way of its total product range, and might have associated the brand name and company with traditional technology.The "Lets Make Things Better" global brand campaign has raised the Philips profile, and provided it with a more focusedand distinctive personality.Royal Philips Electronics - its proper name - is a giant company. Established in 1891 is a lamp factory, it now has over100 different business, over 200 production sites, and carries out research and development in more than 40 countries.Its sales and service outlets cover 150 countries, and it has a total workforce upwards of 230,000 employees. It has astrong technology base, spending over 5% of sales on research and development, and owning some 10,000 patents. Itsportfolio covers a wide variety of product categories, including: • semiconductors • TV • video • audio • PC peripherals • digital networks • lighting • medical systems • mobile phones • domestic appliances • personal care productsThe "Lets Make Things Better" campaign is still part of a global corporate branding initiative aimed at motivating bothconsumers and employees. It was, to use Intels own words, a brand "renaissance."The companys slogan is all about emphasizing what technology, Philips products in particular, can do for people - it isessentially about the benefits they can bring to people and the world in general. A keystone of the campaign was thepremise that, if you can convince people that you can help improve their lives, they will more likely believe that you canhelp improve the world. The campaign thus had to appear credible, real, and experiential. It had to be human as opposedto philosophical and philanthropic, and not just another typical corporate over claim. How Branding Works --- Page 19 of 21---
  • 20. Nokia - Building A Powerful Technology BrandThe world of parity has hit the mobile phone market just as it has many other technology product categories. Theproducts range from the simple to the complex, but every manufacturer offers, of course, the latest features.Leapfrogging in sales between brands frequently occurs based on design. But overall the market is predictable, withNokia, Motorola, and Ericsson fighting it out at the top and several less successful brands like Samsung, Philips,Siemensand Panasonic trying hard to make inroads into their top competitors market share. So what makes thedifference between the most successful and less successful brands? It certainly is not what product features areoffered. How, then, do consumers choose? The answer seems to be what the brand names mean to them.Nokia Group the Finland-based manufacturer of mobile phones, has been steadily working on its corporate brand nameand the management of consumer perceptions over the last few years. Its efforts have paid off, because it is now thenumber one brand in many markets around the world, effectively dislodging Motorola from that position. The brand hasbeen built using the principles described above, and has been consistently well managed across all markets. Nokia hassucceeded in lending personality to its products, without even giving them names. In other words, it has not created anysub-brands but has concentrated on the corporate brand, giving individual products a generic brand personality. Onlynumeric descriptors are used for the products, which do not even appear on the product themselves. Such is thestrength of the corporate brand.Nokia has suceeded where other big brand names have so far failed, chiefly by putting across the human facetechnology-taking and dominating the emotional high ground. It has done so in the following way.Nokia Brand PersonalityNokia has detailed many personality characteristics for its brand, but employees do not have to remember everycharacteristic. They do, however, have to remember the overall impression of the list of attributes, as you would whenthinking about someone you have met. As the focus is on customer relationships, the Nokia personality is like a trustedfriend. Building friendship and trust is at the heart of the Nokia brand. And the human dimension created by the brandpersonality carries over into the positioning strategy for the brand.Nokia PositioningWhen Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together thetechnology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in everyadvertisement and market communication (though not necessarily in these words) is "Only Nokia Human Technolgyenables you to get more out of life"In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense oftrust and consideration by the company, as though to say that Nokia understand what they want in life, and how it canhelp. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thususes a combination of aspirational, benefit-based, emotional features, and competition-driven positioning strategies. Itowns the "human" dimension of mobile communications, leaving its competitors wondering what to own (or how toposition themselves), having taken the best position for itself.Nokia Product DesignNokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the companydoes, especially those that impact the consumer. Product design is clearly critical to the success of the brand, but howdoes Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to howthe user of its phones will experience the brand, and how it can make that experience reflect its brand character. Thelarge display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of theproduct". The shape of phones is curvy and easy to hold. The faceplates and their different colors can be changed to fitthe personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness,expressing the brand personality. Product design focuses on the consumer and his needs, and is summed up in theslogan, "human technology." How Branding Works --- Page 20 of 21---
  • 21. Nokia now accounts for over half of the value of the Finland stock market, and has taken huge market share from itscompetitors. According to one brand valuation study carried out in mid-1999, it ranked 11th on the worlds mostvaluable brand list, making it the highest-ranking non-U.S. brand. As has been pointed out, it has unseated Motorola.Nokia achieved its brilliant feat through consistent branding, backed by first-class logistics and manufacturing, all ofwhich revolve around what consumers what.ResourcesAdvertising IdeasAdverblog http://www.adverblog.com/AdverBox http://www.adverbox.com/Advertising Lab http://adverlab.blogspot.com/Improve Everywhere http://www.improveverywhere.com/Know This http://www.knowthis.com/problogger http://www.problogger.net/Color theoryColour Lovers http://www.colourlovers.com/Kuler http://kuler.adobe.com/ How Branding Works --- Page 21 of 21---