Archive for August, 2009

27
Aug

Is Ogilvy still relevant in the Interactive Age?

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BrandSTOKE Book Review: ♦♦♦♦

“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”

As one might expect from David Ogilvy, the iconic ad man and copywriter, this quote from the opening paragraph of Ogilvy on Advertising largely sums up his philosophy. Sometimes called the “Father of Advertising,” Ogilvy created several successful and legendary campaigns for Hathaway, Schweppes, Rolls-Royce, Dove and Shell.

While many of the ads used as examples in the book look dated by today’s design fashions, the strategic thinking behind them is anything but.

Ogilvy’s preferred nomenclature for “creative” was “the big idea.” His developed his big ideas following extensive research. He regularly applied direct marketing techniques, which he believed were more effective at selling.

Most of his “hints” (He bridled at the suggestion that he imposed rules.) are relevant today, though not often followed. Here are a few:

  • Don’t use celebrities as spokespersons.
  • Don’t use sex to sell unless it is relevant to the product.
  • Don’t set text in reverse. It’s hard to read.
  • Use long copy. It sells better than short if it tells a compelling story.
  • Emulate the look of editorial.
  • Don’t attempt humor unless you are actually funny.
  • Demonstrate the product in use.
  • Use the product name within the first ten seconds of a TV or radio spot.
  • Show the package.
  • Avoid committee decisions on campaigns.
  • Advertise through recessions.

The book addresses everything from hiring (“Never hire your friends.”) to word-of-mouth advertising (“… nobody knows how to do it on purpose.”).

Of course, marketing techniques and channels have changed significantly since 1983, most notably as a result of the impact of digital technology. What would Ogilvy have thought of interactive marketing?

Given his strong advocacy for research and direct response, I imagine he would have embraced using a medium where targeting, customizing, and tracking are advantages. I think he would have delighted in engaging the customer directly.

What do you think? Are Ogilvy’s “hints” still relevant?

Disclaimer: This title links to the Amazon Associates Program.

24
Aug

Which are the best books on marketing?

istock_000002664817smallEvery year more books about branding, marketing and advertising are published. Incredibly, entering “branding” into Amazon’s search function generates 55,990 results. “Marketing” generates considerably more.

I’m not sure why there is so much proliferation on the topic except that apparently professional communicators just can’t shut up about their craft.

Some of the offerings provide how-to advice. Some are textbooks. Others recount famous campaigns, pitches, or careers. Some float new hypotheses. Predictably, some are written by consultants with nothing new to say for the sole purpose of giving credibility to their consultancy. (Is there anyone on the speakers’ circuit that hasn’t written a book?)

I’ve read my share of marketing books over the years, some good and some bad, and thought it may be worthwhile to embark on a re-reading and review of the best. Practical advice will earn good marks; esoteric theories will not.

Take a look at the list of possible candidates for the Best Branding & Marketing Book List below. How many have you read? Which ones inspired you? Which ones have you found helpful? Which important books are missing? Which do you recommend … and which should I ignore?

Disclaimer: These titles link to the Amazon Associates Program.

19
Aug

Why “trusted” isn’t the brand essence

istock_000005766971xsmallA brand attribute that always surfaces in the 50 or so branding workshops I’ve conducted is “trusted.”

Workshop participants feel pleased broaching it. They passionately relate how their customers trust the brand to meet their needs, get it done, do it right, solve the problem, etc. Rightfully so, they feel proud. Who doesn’t want their brand to be perceived as trusted?

But it’s not the brand essence.

Brands by definition deliver consistent experiences. (See my post on the “9 criteria for brand essence.“) And the more reliable the experience, the stronger the brand. Think Starbucks, Apple, Harley-Davidson, etc.

It is this consistency of experience that causes us to trust a brand. We trust that each experience will be the same, e.g, each trip to Walt Disney World will be magical.

By delivering a consistent experience, brands gradually earn our trust and cause us to be loyal.

Trust is knowing someone or something can hurt you and giving them the power to do it anyway. (See “How to rebuild confidence.“) While this may sound a bit dramatic as it applies to branding, consider how we depend upon FedEx to get our packages where they need to be on time. And how we expect our favorite restaurant to never disappoint us.

Generally, we trust our banks, cars, cell phones, packaged goods, and corner dry cleaners to do what they have always done. If they let us down more than once, we may switch brands.

All brands, regardless of category, are trusted, because all brands must deliver or die. To claim that one brand is more trusted than another in the same category is simply to say that it delivers more reliably.

“Trusted” is not a brand differentiator. It’s a requirement.

10
Aug

“Why” uncover strategic insights?

Woman looking with binocularsSmall children are notorious for asking “Why?”

Why is the sky blue?”

Why is the grass green?”

Why does Mr. Phillips yell when I play in his yard?”

Why questions often send parents scrambling to the library or the internet.

Who, what, where and when questions are fine for measuring behavior. Who bought your product? What product? When and where did they buy it? Important to know. Fairly easy to answer.

But in order to influence behavior, marketers must know why customers bought. Or why they didn’t.

In a recent post, “It’s not a strategy unless there’s a trick,” I pointed out that marketing strategy often involves out-maneuvering the competition. In order to conduct a surprise attack or a flanking move, one must have an insight. One must ask why. Call it reconnaissance. Call it intelligence. Call it market research.

Some sample why questions to ask:

  • Why is the brand category expanding, shrinking or remaining static?
  • Why is your market share expanding, shrinking or remaining static?
  • Why do your customers buy your brand?
  • Why do your competitors’ customers buy your competitors’ brands? And why don’t they buy yours?
  • Why do they buy with the frequency they do?
  • Why is your brand made the way it is?
  • Why are your competitors’ brands made the way they are?
  • Why is your brand priced the way it is?
  • Why are your competitors’ brands priced the way they are?

There are several versions of a story about a piano, a Capo d’astro bar, and a copywriter who asked why. One of the least abridged tellings is at Lee Dunbar’s blog. It’s an inspiring reminder that asking why questions leads to finding insights which underpin successful strategies.

What questions do you ask?

04
Aug

Cash for clunker slogans

Abandoned carTime to turn in that old high-mileage, gas-guzzling ad slogan for a new one. Here are some candidates:

  • Acura: Advance
  • Audi: Truth in Engineering
  • Buick: Drive beautiful.
  • BMW: The Ultimate Driving Machine
  • Cadillac: Life, liberty and the pursuit
  • Dodge: Grab life.
  • Ford: Drive one.
  • Honda: The Power of Dreams
  • Hyundai: Think about it.
  • Infiniti: Inspired performance
  • Jeep: Have fun out there.
  • Kia: The Power to Surprise
  • Land Rover: Designed for the extraordinary
  • Lexus: The pursuit of perfection
  • Lincoln: Reach higher.
  • Mazda: Zoom zoom
  • Nissan: Shift_the way you move.
  • Porsche: There is No Substitute.
  • Saab: Born from Jets
  • Smart: Open your mind.
  • Subaru: Love. It’s what makes a Subaru, a Subaru.
  • Toyota: Moving forward
  • Volkswagen: Das Auto
  • Volvo: For life
  • Saturn: We’re still here.

It’s an interesting mix. Some are clearly on-brand (BMW’s classic “The Ultimate Driving Machine” and Volvo’s “For life”), some ask for your consideration (Smart’s “Open your mind.” and Hyundai’s “Think about it.”), and some seem strangely out of rhythm (Buick’s “Drive beautiful.”). Saturn’s “We’re still here.” manages to be honest, hopeful and a bit pathetic all at the same time.

I couldn’t find current slogans for Chrysler and Chevrolet. Can you?

Which ones do you think are still drivable? And which ones should be scrapped?




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