Brand heritage guide

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How to harness the power of your brand's heritage

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Brand heritage guide

  1. 1. |BRAND HERITAGE GUIDE 1
  2. 2. |THIS GUIDE AIMS TO–define heritage–understand prevailing forces in culture that make it relevant–explore the different ways heritage is used in storytelling–draw relevant conclusions that will help brands harness the power of their past 2
  3. 3. |WHAT’S INCLUDED–cultural trends driving desire for heritage–9 case studies of best-in-class heritage brands–6 cautionary tales–heritage guardrails (Do’s and Don’ts) and key takeaways–parting thoughts for you to consider 3
  4. 4. |DEFINING HERITAGE 4
  5. 5. |WHAT IS HERITAGE? 5
  6. 6. |HERITAGE IS A CONNECTION TO THE PASTTo the people, places and purpose that were there at thebeginning. 6
  7. 7. |FOR BRANDS, HERITAGE CAN PLAY ANIMPORTANT ROLEIt can strengthen an emotional connection to your audience byre-establishing this connection to the past. 7
  8. 8. |It creates nostalgia.It is a reason to believe – and a reason to buy.It can validate a price premium.It creates an emotional connection with your audience.It creates a through-line for future brand actions.And ultimately… 8
  9. 9. |HERITAGE IS A STORYTELLING DEVICE 9
  10. 10. |AND HERITAGE STORYTELLING IS POPULAR 10
  11. 11. BRANDS CONNECTING TO THEIR HERITAGE | 11
  12. 12. |WHY NOW?WHY ARE WE SEEING AN INCREASE IN THE USE OF HERITAGEAS A STORYTELLING DEVICE? 12
  13. 13. |CULTURAL CONTEXT 13
  14. 14. |OUR CULTURAL CONTEXTThe economic climate is uncertain.While consumers have greater access to informationThere’s an increasing distrust of “big” & “fake.”Quality & authenticity are becoming key selling points,And when it comes to food, there’s a desire for “real” & deeper connections. 14
  15. 15. |IN HARD TIMES, PEOPLE ARE LOOKING FORCOMFORT FROM THE PAST•  Nostalgic moments from simpler times•  A desire to connect to something that has meaning•  Looking for comfort in the familiar 15
  16. 16. CONSUMERS HAVE GREATER ACCESS TO INFORMATION |The information age has given consumers the knowledge they need to make more informed choices andbrands are responding by providing more information than ever before. Transparency Accessibility65% of consumers believe that transparency and honest Half of all adult cell owners (51%) had used theirbusiness practices are important factors to corporate phone at least once to get information they neededreputation. right away. Edelman Trust Barometer 2011 Pew Research study of 2,277 adults (Americans and Their Cell Phones; Aug 15 2011) Connection Crowd Sourcing Four in ten respondents (39%) reported that they “feel more 90% of consumers surveyed noted that they trust connected” to brands because of social media. 84% of online recommendations from people they know, while adults feel they are either “somewhat more loyal” or “much 70% trusted consumer opinions posted online. more loyal” because of social media. Council of PR Firms and VeraQuest Impact of Social Media Survey, 2011 Nielsen Global Online Consumer Survey , 2009 16
  17. 17. THERE IS A GROWING DISTRUST OF “BIG” & “FAKE” |With improved access to information during this economic crisis, consumers are re-assessing theirvalues and purchasing accordingly. Skepticism of Authority Back to Basics 72% of Americans say “I am more skeptical of the claims that Consumers have been using more cash and cutting down on debt. brands make today, than I have been in the past” 60% of people who eat out said the recession had changed the way they spend their food budget. And 24% plan to eat out less this year Roper Reports US TeleCell Survey November 2009 Q5 (phone); RRUS 2009 Spring Core Survey QC05 than they did last year, choosing to prepare more meals at home. Sources: Mintel Menu Insights; Dining Out: A 2011 Look Ahead—U.S., January 2011 Supporting Local Fairness More local farmers were able to get their wares directly to 63% of consumers believe that treating employees well is consumers this year as the USDA reports that there is a 17% an important factor to corporate reputation. increase in the number of Farmers Markets since 2010. Edelman Trust Barometer 2011 US Department of Agriculture’s 2011 National Farmers Market Directory 17
  18. 18. QUALITY & AUTHENTICITY ARE BECOMING KEY SELLING |POINTS IN COMMUNICATIONConsumers want to trust what they are spending their money on and enjoy the comfort and validationheritage provides. 18
  19. 19. WHEN IT COMES TO FOOD THERE’S A DESIRE FOR “REAL” & |DEEPER CONNECTIONSAs consumers begin to expect higher quality goods and services, business offerings must find ways to connect andbe more “real” to stay competitive. Food products are increasingly being grounded in narratives of history, place,and tradition to accomplish this. Provenance Heirloom Heritage Breeds EducationRegional native fruits and Heirloom fruits and vegetables Heritage-bred cows, pigs and The emergence of boutiquevegetables connect consumers are becoming more widely chickens like Berkshire Pork, butcheries such as The Meatwith producers and encourages available, offering more flavor which have not undergone Hook in Brooklyn source all of itsresponsible behavior throughout and biodiversity and offer more genetic modification via either meat from local sustainable farmsthe supply chain. Hence, 58% of health benefits when genetic engineering or selective and many offer butchery classesrestaurant goers are interested compared to GMOs. They are breeding, are saving livestock as well as workshops on sausage-in seeing more locally grown also easily understood markers breeds and making its way into making.produce on restaurant menus. of distinction. markets providing high-quality meat and taste.Sources: Mintel Menu Insights; Dining Out:A 2011 Look Ahead—U.S., January 2011 19
  20. 20. |HOW IS HERITAGE STORYTELLING DONE? 20
  21. 21. |HERITAGE STORYTELLING 21
  22. 22. |3 WAYS TO TELL A HERITAGE STORY•  Use a persona from your past (founder or mascot)•  Use your original purpose (your mission or cause)•  Use your provenance (where you’re from) 22
  23. 23. |USE A PERSONA FROM YOUR PAST 23
  24. 24. TYPES OF PERSONAS | VISIONARIES DO-GOODERS CHARACTERSTYPEVALUE innovation/progress/being first honesty/integrity/humanity likability/familiarity/trustPURPOSE Visionaries challenge the ways we’ve Do-Gooders find a cause to champion, Characters offer highly approachable always done things, and reinvent the and make it their life’s mission to make personalities that instill trust, and a subtle world around them through innovation the world a better place charm that makes us feel good about them 24
  25. 25. JAMES DYSON, FOUNDER & CEO |VISIONARY NOTABLE “The best designs are the result of someone questioning everything around them – looking at the same things as QUOTE everyone else, but thinking something different.” — James Dyson (inventor, founder of Dyson) VISION I believe in reinventing the ordinary VALUES Innovation, Beautiful Design, Challenging the Status QuoHERITAGE STORY Dyson stays true to his heritage by consistently reinventing whole categories of products. Starting with the ineffectiveness of vacuum bags (1984), and then by tackling the invention of the first blade-less fan (2006). He has built an empire on innovation.HOW HE’S USED James Dyson often appears alongside products in communications to put a face on the brand, and to keep his original vision alive. His signature in ads shows that Dyson stands behind his products with a visible stamp of approval.WHY USE HIM As an inventor, James Dyson lends his curiosity, ingenuity and an innovative spirit to the brand. 25
  26. 26. STEVE ELLS, FOUNDER & CEO |DO-GOODER NOTABLE “Today we recognize that fresh isnt enough. Its important to understand how animals are raised and how vegetables are QUOTE grown if youre going to source the best ingredients and serve the best-tasting food.” — Steve Ells, Founder of Chipotle VISION I believe in food with integrity VALUES Better Tasting Products, Better Sources, Better for the Environment, Better for the Animals, Better for the FarmersHERITAGE STORY Since 1993, Chipotle has strived to keep things simple (only 5 items on the menu), use organic ingredients, and serve naturally raised meat (since 2001) over cheaper alternatives. Today, they serve more naturally raised meat than any other restaurant in the world, have 1,084 locations, and have single-handedly grown high-end free range farms, like Niman Ranch, over 600% in 11 years.HOW HE’S USED While Steve Ells isn’t physically present in most communications, his dream is realized in everything Chipotle does. Chipotle recently created Web videos detailing his vision (http://bit.ly/nRz3AH) & a music video/cover by Willie Nelson that sends a powerful message about reform (http://bit.ly/nRz3AH).WHY USE HIM Having a man behind the vision instills trust, authenticity and a sense of humanity to the brand – and a clear sense of thought-leadership for where the company’s commitment originates. 26
  27. 27. DAVE THOMAS, FOUNDER |CHARACTER NOTABLE “Share your success and help others succeed. Give everyone a chance to have a piece of the pie. If the pie’s not big QUOTE enough, make a bigger pie.” — Dave Thomas, Founder of Wendy’s VISION My goal is to exceed our customers expectations every day VALUES Honesty, Integrity, Willingness to Work Hard, a Winning Attitude, and a Burning Desire to SucceedHERITAGE STORY Dave opened his first Wendys in Columbus, Ohio, in 1969. And as of March 2010, Wendys has become the worlds third largest hamburger fast-food chain with approximately 6,650 locations.HOW HE’S USED Dave’s presence as an ad spokesmen for the Wendy’s brand is iconic (started in 1989). So much so that even after his death, the brand has found a myriad of ways to bring him back, via the use of his voice, stories told by his daughter Wendy, and by naming a burger after him.WHY USE HIM Dave Thomas’s down-to-earth personality adds a warm, likable and honest side to the brand that people trust. These traits are carried forward by referencing him after his passing. 27
  28. 28. KEY TAKEAWAY | PERSONAS USED IN VARIOUS WAYS BEHIND-THE-SCENES VISIBLE SPOKESPERSON FACE OF THE BRAND Chipotle Founder, Wendy’s Founder, Dyson Founder, Steve Ells Dave Thomas James Dyson Primarily used in earned media as Primary spokesperson for the brand, Used in all expressions of the brand,the source of humanity behind-the-scenes until his death, now products created in his including name, signature, voice and face memory and his daughter tells his story to lend his inventor persona 28
  29. 29. CAUTIONARY TALE: ORVILLE REDENBACHER |INAUTHENTIC USE OF A FOUNDER POPULAR OPINION ! “The!digital!Orville!Redenbacher!freaks!me!right!out.!He!is!dead.! Let’s!let!him!be!dead.!Because!Zombie!Orville!is!just!wrong,! wrong,!wrong.”!! —AngryB(blogger) ! ! “How,!in!the!name!of!all!that!is!holy,!could!someone!look!upon! the!face!of!that!digital!demon!and!remark,!‘You!know,!I!could! really!go!for!something!edible?’!”!! —MikeSchuster(journalist) !In 2007, in an effort to capitalize on the publics love and memory ofthat sweet popping corn personality Orville Redenbacher ConAgraFoods hired hot agency Crispin, Porter + Bogusky, director DavidFincher (Seven, Fight Club, Panic Room), and the graphic wizards !behind Titanic, Day After Tomorrow, and iRobot. “WOW!!Was!that!creepy!or!what?!!It!wasnt!even!mildly!amusing.! Not!even!a!shred!of!irony.!Just!a!creepy!digiNzed!dead!guy,!and!This infamous attempt to resurrect a dead founder will likely godown in history as the worst ever – given strong reactions it were!supposed!to!accept!it!as!what?!Nostalgia?!Funny?!Campy?!triggered with the public. We!will!never!buy!that!popcorn!again!RR!it!would!taste!like!the! polyps!off!Orville!Redenbachers!dead!neck.”!!WHAT WE CAN LEARN: Don’t resurrect founders in artificial ways —RichS(slashfoodcommenter) !Link: http://www.youtube.com/watch?v=Fcn4p213Zg8 29
  30. 30. CAUTIONARY TALE: AUNT JEMIMA |INAUTHENTIC USE OF A MASCOT POPULAR OPINION ! “AuntJemima.com’s!‘History’!page!sure!looks!whitewashed!to!me.! MarkeNng!can!–!and!oWen!is!–!used!to!manipulate!the!facts.”!! —ErikaNicoleKendall(blogger) ! !Aunt Jemima is a story of revisionist history. In reality, her “Makes!me!not!want!to!buy!them!again!for!totally!removing!the!character is based on a 19th century Vaudeville song “Old true!facts!from!the!website!”!!Aunt Jemima” about a slave. —Naturalblackone(commenter)However, in 1968, controversy over Aunt Jemima being a !negative portrayal of an African-American woman led to visualchanges in the character; her bandanna was removed andshe was given pearl earrings.Today, Aunt Jemima’s full origin story is missing in historical !sections of the Quaker Oats website. However, many people “I’m!so!Nred!of!seeing!this!character!as!if!she!is!a!blessing!to!find the fact that she is still used to be offensive. Blacks.!My!pancakes!taste!so!much!beXer!(as!do!my!waffles!that!I! make!from!scratch),!and!I!don’t!need!some!mammy!mix!to!do!it.”!!WHAT WE CAN LEARN: Avoid using a spokesperson if theyhave negative associations, and avoid fabricating or covering —KalleyC(commenter)up their story when the truth is out there. !Sources: M. M. Manning; Aunt Jemima History; Quaker Oats website;http://bit.ly/pmWnpw 30
  31. 31. |WHAT WE LEARNEDABOUT USING PERSONASDO’S DON’TS•  Stay true to who founders/mascots were historically •  Don’t resurrect founders in artificial ways (e.g. Orville•  Keep single-minded focus on what they offer that sets Redenbacher CGI) them apart (vision, values, personality) •  Don’t use a spokesperson if they have negatively•  Highlight their positive qualities to associate them with perceived qualities (e.g. Aunt Jemima’s connection to your brand slavery)•  Know your baggage – if you have a checkered past, be •  Don’t fabricate the facts in the story especially careful about what to bring forward•  Leverage their persona to convey trust & quality 31
  32. 32. |USE YOUR ORIGINAL PURPOSE 32
  33. 33. TYPES OF PURPOSES |FOCUS CRAFTSMANSHIP INNOVATION ALTRUISMVALUE quality/function progress equality/goodwillDEFINED Brands with timeless, Brands whose products change Brands whose missions are to durable products the world around them enhance quality of life 33
  34. 34. LEVIS |LEGACY OF WORKMANSHIP In 1873, Levi Strauss opened a branch of his brother’s dry goods business in San FranciscoHERITAGE and partnered with Jacob Davis, a tailor, who had the idea of reinforcing hemp pants with rivets so that they lasted longer. They first began selling their pants to workers during the California Gold Rush. Modern jeans began appearing in the 1920s and were largely sold to cowboys, lumberjacks and railroad workers.STORYTELLING Today, Levi’s embraces its heritage and pioneering spirit in the Go Forth campaign, which harkens back to Levi’s origins as a pant supplier for those paving the way for a new America. In 2011, Levi’s launched a vintage clothing site of their original designs for workmen. The durability and craftsmanship of the denim is still what makes Levi’s popular today.WHY THIS WORKS By tapping into our desire for new discovery and heritage of conquest, consumers remember Levi’s role and legacy in American roots. 34
  35. 35. VIRGIN |PUSHING BUSINESS BOUNDRIESHERITAGE In 1970, Richard Branson started a mail-order record store out of the crypt of a church. The mail-order service was expanded into a store and later a label, signing previously unsignable artists like the Sex Pistols. Not satisfied with one successful business, Virgin is now the conglomerate of 400 companies ranging from healthcare to space travel.STORYTELLING Virgin’s heritage is rooted in constant evolution, expansion and innovation. This allows them to move into categories that no one ever thought a record store should or could be in - from trains to space travel. Virgin’s cheeky and irreverent tone makes their communications memorable and suits their innovative spirit.WHY THIS WORKS Virgin’s heritage of innovation and experimentation have allowed them to expand and be profitable in many business sectors. By staying true to their purpose to innovate, they’ve built consumer trust to go where not many companies have gone before. 35
  36. 36. PATAGONIA |ENVIRONMENTAL ROOTSMISSION Build the best product, do no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.HERITAGE In 1972, Yvon Choinard, a firm believer in ‘clean climbing’, converted his company’s steel pitons (spikes hammered into rocks) to aluminum chocks (hinge on rocks) for lower impact climbing. Yvon’s connection with nature influenced the development of the company and still informs Patagonia’s brand essence today.STORYTELLING Patagonia’s ads reflect heritage through imagery that emphasizes the grandiose power of nature. This is often expressed by framing man as relatively insignificant (i.e. small) in the midst of all its splendor. Catalogs use product descriptions to tell stories about environmental issues. And stores and packaging reinforce Patagonia’s commitment by implementing sustainable materials, low-impact design, and the ability to donate through every purchase.WHY THIS WORKS Patagonia doesn’t just talk about their environmental purpose, they live it - from catalog language, to packaging, to pledging 1% of sales to environmental preservation. By donating a portion from every sale, they empower shoppers to support their company purpose and use their buying power for good. 36
  37. 37. KEY TAKEAWAY |BE FULLY COMMITTED TO PURPOSEAt every touch-point and through every productThese brands are still successful today because of their unwavering commitment to doingwhat they do… extremely well. 37
  38. 38. CAUTIONARY TALE: IAMS |FAILURE TO MAINTAIN QUALITY POPULAR OPINION ! “I!have!a!dog!named!Rusty.!I!have!always!fed!him!IAMS!Dog! Food.!All!of!the!sudden!he!became!very!ill.!I!took!him!to!a!dog! emergency!clinic!to!find!out!that!he!has!developed!kidney!and! liver!problems.!I!am!sick!and!suffering!terribly!for!poisoning!my! loved!dog!with!IAMS.”!! —GretchenofHarvest,AL(commenter) ! !Iams (founded in 1946) has a long-standing history making “A!very!healthy!and!vibrant!9!year!old!ShelNe!went!from!acNve!premium pet food. The company’s mission is to “enhance the and!lovingly!barky!to!silent.!He!was!fed!twice!out!of!Iams!canned!well-being of dogs and cats by providing world-class quality food.” foods!on!March!18th.!We!have!consulted!with!a!veterinarian,!and!To help punctuate this they often show dogs and cats beingcared for by vets in white lab coats in communications. They also this!aWernoon!his!heart!rate!exceeded!240!bpm.!What!is!adopted the tagline: Iams. Good for Life. happening?!We!are!rapidly!loosing!a!huge!part!of!our!lives.!We! are!terrified.”!!On March 16, 2007, a nationwide pet food recall was announced —GaryofKingston,NH(commenter)– naming three Iams’ wet dog food skus among the list of !contaminated products. Poor oversight and quality controlmissed the co-packers decision to add “melamine” as a filler, notknowing it can be lethal to pets. This led to more than 3,600 pet !deaths and thousands of cases of kidney failure. People were “I!started!feeding!my!dog,!Freddie,!Iams!Select!Bites!(foil!pouch)!outraged, and as a result Iams lost more sales and market share on!7!Mar!07.!On!20!Mar!07,!I!had!to!put!him!to!sleep!because!of!than any other industry player. The brands sales dropped 16.5% severe!kidney!failure.!Why!did!it!take!so!long!to!come!forward!in an eight-week period, according to IRI data. with!the!recall!and!informaNon?”!!WHAT WE CAN LEARN: Don’t say you stand for something, then —LindaofClarksville,TN(commenter)lose focus on it (in this case quality). ! SOURCE: http://adage.com/article/print-edition/wake-pet-food-crisis-iams-sales-plummet-17/116656/ 38
  39. 39. CAUTIONARY TALE: BEYOND PETROLEUM |FAIRWEATHER SUPPORT OF GREEN POPULAR OPINION ! “I!cant!believe!I!actually!fell!for!the!BP!slick!PR!campaign!myself,! and!chose!to!buy!a!few!tanks!of!those!lies!”!! —LindaM.(commenter) ! !In 2007, in an effort to appear more forward thinking and green, “BP!has!been!recognized!by!the!US!federal!government,!the!British Petroleum changed their name to Beyond Petroleum. This Queen,!the!Interstate!Oil!and!Gas!Commission,!and!other!announcement included a flashy marketing campaign with futuristic presNgious!organizaNons![for!their!green!efforts].!And!clearly!gas station makeovers and a new tagline: “Make the world a littlebetter.” BP reveled in the public perception of being a “greener” oil those!cerNficates!are!looking!a!liXle!oilRsoaked.”!!company and recalibrated storytelling of their past to support this —BlakeB.(blogger)perception. !Three years later, a BP oil rig named Deep Horizon exploded off theGulf of Mexico and millions of gallons of crude spilled out. To make !things worse, BP refused to accept responsibility. It took them 87days to fix it. “The!spill!has!wiped!out!years!of!ad!spending!for!the!company!RR! but!it!has!also!highlighted!how!disingenuous!much!of!that!Not only was this the worst mishandling of an oil spill in history, but adverNsing!was.!Despite!all!BP!has!spent!on!rebranding,!the!possibly the worst case of greenwashing to date – given that being company!hasnt!done!nearly!as!much!to!move!"beyond!green was clearly a lower priority than what they led us to believe. petroleum"!as!its!campaign!implies.”!!WHAT WE CAN LEARN: Don’t create a company purpose or align with —DanielD.(blogger)a cause that allows you to leverage all the upside if you aren’t willing !to support it when the going gets tough. 39
  40. 40. |WHAT WE LEARNEDABOUT USING PURPOSEDO’S DON’TS•  Leverage purpose when it can help prove why your •  Don’t say you stand for something, then lose focus on it products have remained the best •  Don’t make purpose all talk and no action•  Allow purpose to influence all of your brand actions •  When the going gets tough, you gotta keep going•  Stay true to purpose, even as you expand beyond your original product offerings 40
  41. 41. |USE YOUR PROVENANCE 41
  42. 42. TYPES OF PROVENANCE | LOCATION SETTING PRODUCTUSETAPS INTO local pride emotional environment origin story Brand name taps into a Heritage communicated Brands who tap into heritageHOW physical place through historical setting through a new product line 42
  43. 43. OLD EL PASO |LEVERAGING NAME OF PLACEHERITAGE Old El Paso was founded in El Paso, Texas as the Mountain Pass Canning Company canning tomatoes and black beans, and eventually expanded to provide tasty Mexican food to tables across America.STORYTELLING Though owned by Betty Crocker, Old El Paso maintains its heritage through communications set in El Paso around Hispanic dinner tables and gatherings tapping into the authentic origins of Old El Paso cuisine.WHY THIS WORKS Communications that center around Hispanic culture lend an authentic quality halo to the brand and an idealized version of the Southwest. 43
  44. 44. CHRYSLER |LEVERAGING SETTINGHERITAGE At the 2011 Super Bowl, amid fledgling sales and a crumbling US auto industry, Chrysler launched their Imported from Detroit campaign tapping not only into the heritage of the company, but the American spirit.STORYTELLING Montages of gritty images of Detroit juxtaposed alongside local symbols of perseverance and redemption turn what is a sore spot for American industry into a point of pride and a rallying cry.WHY THIS WORKS Chrysler’s use of heritage boldly proclaims, “This is who we are. This is where we come from.” Tapping into their hometown roots conjures up images of all the hard-working people that have made America great. It also reminds us that buying American-made gives us ownership in helping our country succeed, while painting the competition as outsiders. 44
  45. 45. STARBUCKS PIKE’S PLACE ROAST |CREATING A PRODUCT EXTENSIONHERITAGE By 2010, Starbucks was losing its story because of rapid expansion. In order to address reaction to its mass perception, Starbucks launched a new line of coffee named for Seattle’s Pike Place Market where Starbucks first opened in 1971.STORYTELLING The product is marketed as boutique in ads, packaging and in-store experience through imagery or Pike’s Place market in Seattle, a coffee haven. The product’s setting allows Starbucks to talk not only about authentic origins, but also sourcing.WHY THIS WORKS Pike’s Place is one of Starbuck’s value-priced coffees; however, its nod to heritage keeps it from cheapening the brand by lending a more authentic and original quality to the company. 45
  46. 46. KEY TAKEAWAY |THE VALUE OF PROVENANCE Transports us. PROVENANCE Taps into emotional associations. Gives us liberty to Leverages historical idealize. credibility of a place. 46
  47. 47. CAUTIONARY TALE: VW TALKING BUG “MAX” |SHAMEFUL USE OF STEREOTYPES POPULAR OPINION ! “The!one!with!‘The!Hoff’!where!the!Beetle!starts!singing...!UGH...! its!just!excruciaNng!!!OK,!this!"series"!needs!to!stop...!NOW..”!! —PaWolf(commenter) ! ! “Volkswagen!does!it!again!!‘It’!as!in!‘annoying!the!hell!out!of!me!’! This!is!a!series!of!ads!featuring!a!classic!VW!Beetle,!painted!black,! acNng!as!a!talk!show!host,!and!I!swear!he!has!the!most!annoying!In 2008, in an effort to get back to their German roots, fauxRGerman!accent!ever.!”!!Volkswagen created a talking Beetle, named “Max” to interview —TripleJ(commenter)predictable German celebrities (Heidi Klum, David Hasselhoff, !etc.) and deliver bad jokes with a fake German accent.The campaign’s weak attempt to link back to the birthplace oftheir brand via stereotypes, attracted a flurry of negativecomments and one of the biggest sales drops in recent years !(down 3.2% YOY in 2008 – with biggest drop of 14.4% YOY in “VW!is!using!Max!in!all!of!its!print,!web!and!TV!campaigns,!so!I’ve!December of that year). had!ample!Nme!to!get!sick!of!him.!I!get!the!whole!iconic!thing–! using!an!old!VW!as!a!mascot!is!kinda!cool,!but!the!German!accent!WHAT WE CAN LEARN: Don’t use stereotypical references to thing!kinda!just!comes!across!as!douchey.”!!settings and cultural origins that are only weakly relevant to thebrand – in this case, bad German accents and celebrities. —MaN(songspeakblogger) !Link: http://www.youtube.com/watch?v=_viFrffstuE 47
  48. 48. CAUTIONARY TALE: PERDUE “FARMWASHING”|INAUTHENTIC USE OF SETTING POPULAR OPINION ! “No!decent!person!could!ever!consider!the!way!they!are! ‘processed’!in!those!final!moments!as!being!‘humane.’!The!term! “humane”!is!misused!at!every!step.!I’m!glad!businesses!are!being! challenged!for!perpetuaNng!this!sham.”!! —BeaElliot(blogger) ! ! “I!always!hated!the!hellish!commercials!in!which!Perdues!owner! acts!like!the!chickens!are!having!a!good!Nme!when!they!are! actually!gepng!abused.!Sick,!sick!world!in!that!we!exploit!animals!In 2006, Perdue added the picturesque image of their family farm to for!our!own!greed.!A!pox!on!Perdue!and!all!factory!farms!like!it.!”!!packaging, in an effort to create a scenic and much more pleasant —LacyL.(commenter)image than an industrial chicken factory. A few years later (2010) they !pushed further, by adding new claims, including “No Hormones orSteroids Added” and “Humanely Raised.”Shortly after, an animal activist released a video of chickens in a Perdue !facility being shot full of antibiotics, hung on hooks, and slaughtered in “Mr.!Perdue!please!stop!your!adverNsements,!showing!how!you!inhumane ways. The Humane Society took notice and filed a lawsuit to care!for!your!chickens.!I!intend!to!boycoX!both!your!chickens!and!remove the product claims. This created public outcry against eggs!unNl!this!inhumanity!is!stopped!!You!will!not!get!my!money!“farmwashing” and generated a lot of negative publicity for Perdue. anymore.”!!WHAT WE CAN LEARN: Don’t distort settings in ways that are inauthentic —NunoC.(commenter)to your brand or attempt to earn positive associations that aren’t true !(like happy farms with storybook-read chickens, when you haven’tchanged a thing and no one reads to your chickens) Link: http://www.humanesociety.org/news/press_releases/2010/11/perdue_labels_112910.html 48
  49. 49. |WHAT WE LEARNEDABOUT USING PROVENANCEDO’S DON’TS•  Tell an interesting story of provenance •  Don’t use settings that are irrelevant to products,•  Tap into the emotional equities of setting brand or culture•  Consider the history of a place •  Don’t distort settings in ways that feel foreign and inauthentic to the brand •  Don’t play into stereotypes •  Don’t overstate the truth 49
  50. 50. |HERITAGE CONCLUSIONS 50
  51. 51. |AUTHENTIC HERITAGE STORIES MAKE BRANDS MORE DISTINCTWhen your story is both relevant and distinctive, your brand can be iconic. ICONIC HERITAGE BRANDS RELEVANCE (driven by belief) DISTINCTIVENESS (driven by heritage) 51
  52. 52. |HERITAGE IS VERY POWERFUL…When it’s done right.When it connects us to the past and makes us believe in thebrand and the values that have endured over the years.
  53. 53. |A STORY WORTH TELLING…Is often gauged by how much you have to talk about.How many facts are still evident today?How many details from the past strengthen our currentproposition?
  54. 54. |A WEAK HERITAGE STORY DOES MORE HARMTHAN GOODIf your heritage story is neglected, it can go “bad”…become irrelevant andmay even become a liability to your current offering (if you’ve really lostyour way).If suspicions are aroused as to a story’s validity, people will work to exposethe inconsistencies.
  55. 55. |RECLAIMING YOUR HERITAGEThat said, neglected heritage stories can be revived.Step-by-step a brand can work to reclaim its heritage in a way that feelsrelevant and authentic. 55
  56. 56. STARBUCKS – LOST THEIR PATH AND HAVE WORKED TO |RECLAIM THEIR HERITAGE STEP-BY-STEP NORTH STAR •  Schultz retires as CEO •  Series of cost •  Ultimate coffee experience, cutting concessions every time spur short-term•  Schultz gains then a free fall •  Returns as CEO begins at •  Articulates the vision Starbucks – •  Sends “Transformative with specific Memos” to employees reason and purpose •  Shuts 7,100 locations simultaneously for training •  Pikes Place is introduced and is a hit •  Instituting changes to get back to a more local, coffee- centric experience •  Schultz sends “The Commoditization of Starbucks” e-mail on Valentines Day 1982 2000 2007 2008 2009 2010 Future 56
  57. 57. |CONNECTION TO BELIEF AND BEHAVIORHeritage is an important INPUT into Belief and Behavior.But Heritage alone is not enough.A vision – a North Star – is essential for understanding HOW heritageapplies.
  58. 58. Key Brand Questions | What do we want to be? What have we always been? What do we stand for as a brand?What do we want to be known for? What drives our values?Where we look for answers/ inspiration Heritage Vision Persona Purpose Provenance How we get there Belief & Behavior
  59. 59. |PARTING WISDOMKnow WHO you are and WHERE you came from (understand your heritage).Define WHY you do what you do and WHAT attributes should define you (plot your vision).Understand which equities you HAVE earned in consumers’ eyes and who they will PERMIT youto be (be clear about the reality).Consider SCALABLE actions to BRIDGE heritage to belief & behavior – i.e., heritage place,purpose, or person that can reinforce your vision (define your pathway).Figure out WHICH story to tell, then STAY TRUE to it (maintain consistent storytelling).
  60. 60. |@hungrystratgistStrategic planner with 5+ years of agency experience - acting as a thinker,problem solver, and story teller, for a wide variety of brands.WHAT I BELIEVE:+ The best brands view media as the space between an idea and theiraudience.+ People dont buy what you do, they buy WHY you do it.+ Understanding people as an audience of your brand (not justconsumers of your products) drives new ways to engage - and story tellingthat speaks to them.+ When telling stories... dont interrupt your audience, do something thatinterests them (entertain them, solve a problem, or help them to expressthemselves).

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