You know the drill. I see it, I like it, it appears here.
Just thinking about starting something new. It's been over three years for Great Marketing Works - and the old model for training people face to face paid for by the public purse is dying (or dead.)
Someone a lot wiser than I told me this last year - but as ever I didn't listen.
So in an attempt to not make the same mistake several times I re read the below blog with more interest.
It's taken from http://brandorienteering.com/2011/10/11/value-driven-brands/
As recent events at News Corp have shown values, or the lack of them, play an important role in how a company is run. By values I am not referring to those that have been manufactured in order to provide a solution to a problem or rolled out because the research shows that they will improve the brand image.
The values I’m referring to are neither transitory nor disposable. They are authentic, ingrained, part of the woodwork, for the most part invisible, the very air we breathe. The driving force behind the brand, these are the values that provide a sense of direction and overarching purpose which helps further differentiate the brand from its competitors.
The outdoor clothing company Howies, and Lush cosmetics, have each used their core values to create two very distinctive brand strategies based around their common stance of providing ‘eco’ friendly products. Howies make clothes from natural materials that are designed to last. Lush cosmetics are made from natural ingredients and come with little or no wrapping. The expression of these values, Howies hand me down campaign and for Lush retail outlets that look like grocery stores differentiates both brands from their competitors.
Brands that do not have a ‘values driven’ agenda or are happy to go along with the flavour of the month struggle to develop their own distinctive voice. Adopting a ‘me too’ approach and with it a certain blandness customers are far more likely to find these brands difficult to distinguish from the competition.
In a market place that is overcrowded and where price and quality are no longer guaranteed to distinguish one product or service from another customers are increasingly looking for brands whose values and social outlook is in line with their own – aspired or otherwise.
An increasingly important part of the purchasing mix values provide sticky brands with a social status and with that status a language, which further defines and differentiates the brand.
Ben and Jerry’s ice-cream with ‘its gobs of chocolate chip cookie dough’ is in keeping with the company’s status as a ‘brand of the people.’ This language, which is quite different from that used by Haagen-Dazs, is underpinned by the founders commitment to social justice for everyone. Ben and Jerry’s ‘it’s not fair’ campaign is simply one more expression of this core value. As with all sticky brands Ben and Jerry’s communication never deviates from delivering its core values.
As well as being able to project a single well focused message which has provenance value driven brands have one other distinct advantage over those companies who are content to lead purely on product or service benefits.
While the latter look for people who are qualified, value driven brands look for those who share their values. Having a natural affinity with the product, service or/and underlying ethos of the company they are far more likely to represent the brand in a good light. By insisting that all their employees have a strong sporting background Oakley are ensuring that every department is the sales department.
Walking into a bookstore where the staff are interested in books and walking into one where they are not lends itself to two quite different shopping experiences. In the first the experience is friendly and embracing in the other you are likely to get the impression that they couldn’t care less not just about books; but about you. Not the sort of experience that lends itself to creating a sticky brand.
And I think it is this bit which I will take home the most.
Love what you do. And this will shine through.
I love marketing. So hopefully this will shine through.
But do all the development team at goAugmented love making AR applications for mobile phones. I think this is worth a chat this afternoon.
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