It’s nothing new. Throughout the history of the Olympics, the Olympic brand has been heavily guarded and its use tightly controlled. As have been the Olympic sponsors. But in the age of social media, has it become more difficult for the Olympic brand and the Olympic sponsors to protect their rights and control their message? This year the Olympics are being called the “first social media Olympics” and in an effort to protect the Olympic brand and the sponsors and to add an element of control, officials have set in place stringent restrictions that affect everyone from the Olympic ticket holders to the athletes.
The Olympic brand and its logo, the Olympic rings, are one of the most widely recognized and important brands in the word. According to the Olympic organization media guide, the Olympic brand values are as follows: Excellence, Friendship and Respect. They were established more than a century ago in The Olympic Charter. It is because of these values, its history, unique brand persona and its power of influence that other brands look to align themselves with the Olympic brand.
Being an Olympic sponsor is one of the most prestigious titles that a brand can attain. This year, global brand leaders such as P&G, Visa, McDonald’s, Samsung and Coca Cola lead the way as the top brands with Olympic prowess. As sponsors, they receive exclusive marketing rights and a much-coveted association with the Olympic brand. What does this mean? Well, you probably won’t see a non-sponsor ad running during broadcasts, you won’t hear anyone speak about it and you certainly won’t see an athlete Tweet about it.
* Source: wallblog.co.uk
When it comes to social media, in an effort to protect themselves and the Olympic sponsors, the Olympic committee has put together a very detailed policy that applies to athletes. No one is allowed to speak about a brand that isn’t a sponsor. Period. Even ticket holders are held against regulations – there is a legal ban on spectators uploading their personal photos of the games on social media sites.
Some social media sites such as Twitter are actually working with Olympic sponsors and the Olympic brand in an attempt to ensure exclusivity and brand protection. In an effort to the control the message, Twitter is also said to be working with Olympic officials to stop anyone other than the sponsors from buying and promoting tweets with hashtags such as #London2012. However, that’s not to say that they are banning Olympic-related campaigns by non-sponsors altogether. In fact Nike, who is not an official sponsor, is planning to run a Promoted Tweet campaign during the Olympics in order to capitalize on the Olympic conversation.
It’s safe to say that regulating Twitter use and controlling the message is going to, no doubt, be a challenge for the Olympic brand officials and the sponsors – the beauty of social media is that anyone is free to speak their mind. This discussion begs the question around control and effectiveness. Do you think the Olympic efforts to try and have as much control as possible over social media will be effective? How are their activities different from what other, unrelated, brands are doing?
During this year’s Olympics we’ll be doing a series of blogs that speak to the event, brands and sports. Stay tuned and join the conversation!
It’s all around us. Stars, personalities and with the Olympics around the corner, athletes, persuading us to buy into a brand. This isn’t anything new. In the world of social media and twitter, celebrity influence is becoming stronger,marketers are able to quantify their following and influence. The fact that many brands get celebrities to act as their brand spokesperson, appearing in commercials, using their products in music videos, etc… has always been a true and tried marketing strategy. It’s an easy leap from personality to brand… someone who represents and speaks on behalf of the brand to the public and literally becomes the brand personified.
A celebrity brand spokeperson/ambassador can help a brand relate to their target audience as it’s easier to connect with another human being than an abstract notion of what a brand is. The spokesperson brand strategy really became prevalent and mainstream when Nike used Michael Jordan in 1984. Today you see Jennifer Hudson in ads for Weightwatchers, Jennifer Aniston promoting Smart Water and various music artists signing along to Pepsi.
However, a spokesperson can also be someone from within the brand itself. Many brands chose the founders to act as spokespersons. Presidents’ Choice does it with Galen Weston. Franchise operation Liquid Nutrition combines the two. Liquid Nutrition is backed and enable by owners/spokespersons such as Steve Nash, Suzann Pettersen, Russell Martin, Torah Bright, Matt Ryan, Vincent Lecavalier and Elaine Hastings.
When choosing a spokesperson, it’s important to keep these steps in mind:
Identify the key values of the brand. What is your brands positioning statement? How do you want the public to perceive your brand? How does your brand identify itself in the marketplace?
Research possible candidates who might embody those values. A spokesperson can’t be just anybody. They have to fit in with the brand. Any associations with scandal-ridden individuals can have negative results for a brand. Remember what happened with Kate Moss and Tiger Woods?
Develop key messages. What specifically do you want the public to know about your brand? It will be the job of the spokesperson to deliver those messages.
Don’t make the spokesperson the brand.The spokesperson must embody the brand, represent the brand and build brand momentum. But the brand must be able to stand, grow and develop a persona on its own. The spokesperson is just another channel through which the brand spreads its message. Nike did this well…
Make sure the spokesperson is media trained. It is essential that the spokesperson knows the key messages and is comfortable engaging with the various channels through which consumers get their information, whether it be print, television, social media or radio. A spokesperson has to be able to speak and correctly deliver the message based on the medium. If not, the message gets lost.
What has your experience working with a brand spokesperson been like? What steps did you take to find an appropriate spokesperson?
In clear terms, it defines your company’s direction… and actually acts as a compass through growth opportunities and changing market conditions. It is the critical platform for all communications. Without direction or focus, the brand goes…. absolutely everywhere… and not in a good way!
It seems very easy to create… A few words that speak volumes. How difficult can it be? More to the matter, how significant is a positioning statement? Positioning Statements, or in the case of Consumer Packaged Brands, slogans, have been at the heart of advertising sell copy since the inception of mass selling.
It is an important component of your marketing initiative… if not the most important. Positioning is not just a fluffy marketing word… it defines and identifies your Brand/Business. A brand positioning statement eloquently states your brand’s “stake in the sand”. Moreover, it expresses “This is who I am, this is what I do, this is what and how I deliver”. In basic marketing practice, the easiest way to describe a positioning statement is that it announces to the world what makes your brand stand out above the rest and how you do that in a very succinct message.
Keep your brand/business on track with a powerful positioning statement. So how do you go about developing one?
A good marketing exercise to do prior to attempting to create your own positioning statement is to look at the brands that have successful taglines and try to identify the key messages that the tagline promotes. Ask yourself if the statement is relevant to what the brand promises, or the product delivers….or if it speaks to the service the business provides. View the positioning statement in rewind. You’ll find that the good positioning statements easily reflect the market, the target and the benefit of each brand or business. Here are some to get you started: McCain “It’s all good TM”campaign, “i’m lovin’ it”, an international branding campaign by McDonald’s Corporation (they incorporated it with their logo), and Scotiabank “You’re richer than you think”.
In this new world of do-it-yourself marketing and branding, many start-up companies go at developing a brand positioning statement on their own. Often those positioning statements end up being descriptors of the brand. Like the warning copy on an Evil Knievel daredevil act, I urge you not try this at home… and alone!
Here are the must haves of a positioning statement, in no particular order:
1) The Promise: Must state what we offer.
2) The Benefit: Must clearly identify what’s in it for them.
3) Personality: Must reflect the culture and brand voice.
4) Originality/Uniqueness: Must be a thing of beauty and joy.
5) Simplicity: Must be so succinct as to inspire a “wow”.
6) Longevity…. it must be there for the long haul.
What better way to demonstrate the importance of clearly stating the benefit simply within a positioning statement than with the Muppets! Watch this video clip from the Muppets Take Manhattan movie, for Ocean Breeze Soap. The message is bang on!
Once you achieve the Positioning Statement…. you must, and this is so very important: Use it consistently and frequently on all communication pieces. On business cards, web sites, apps, trade booths, ppt presentations, print ads, radio ads, digital ads, TV ads, leave behinds, etc, etc, etc.
This positioning statement will drive your message home to consumers, just like a GPS and will definitely build the foundation for brand recognition. Check out our ebook “Branding Understood” to get your gears turning!
Does your positioning statement have what it takes to direct your brand’s destiny?
Brand, like fine wine, is described as having character, essence, personality or persona. Well there’s a new adjective in Marketing Vocabulary in terms of describing a Brand. It’s called Brand Voice. With the explosion of Social Media, Engagement Brand not only has to have a “personality” it must also have a Voice. In the frenzy of not being left out and joining the social conversation, many Brands have quite literally “jumped” in the social arena. So is any voice better than no voice at all?
Marketers Beware! Pioneering the great frontier of social media does not mean leaving brand principles behind. Au contraire… Brand Voice does not negate Brand Position (PDF). No not at all. Brand Position: what sets Brand apart from the myriad of all the other “me toos” out there, has never been more important and more relevant in establishing Brand Voice and setting course to top of mind awareness and market consideration.
There are true and tried methods in establishing Brand Voice, regardless of its “newness”. Make sure that before you embark on this exciting social media journey, you’re equipped to handle the good, the bad and the phenomenal!
Here’s a quick checklist in achieving that.
1) Your Brand’s Position: Yes, it’s a motherhood statement, however, nothing replaces a solid positioning, even on Facebook or Twitter. Regardless of the ever-changing communications dynamic, suffice to say, without a clear positioning, there is little point in proceeding to obtain a brand voice.
2) Single Focused Mindedness: Let’s not be all things to all people. Have a clear understanding of the Brand’s Position; Brand’s Vision and Brand Culture is key in maintaining a voice that speaks in the same way, all the time. No matter if you tweet 5 times a day, write status reports, guest blog or engage in discussions, what you say needs to be different and the same.
3) Determine your Objectives and Strategy:Really, what Marketing initiative can be called marketing without them? A Brand needs to have a Social Media Strategy. Before you start, define what is your vision of success? Who do you want to have follow you? How are you going to achieve that? What are the timeline measurement points?
4) Guidelines for Speaking to Your Target… consistently:Marketers have always been clear in evaluating Character and Style against print ads, TV or Radio ads and their packaging. Social Engagement and Brand Voice are no different. The need for a consistent voice with a consistent approach style and message is key. And lets not forget Tone. It’s important to set the tone for all Brand communications. Like everything else that makes a good Brand into a great Brand… Consistency is King.
5) Establish an Editorial Calendar: Brand Voice is about engagement and even entertainment. It’s much more complex in doing so than a 30 second commercial. Brand now has to make friends and have people follow. It has to resonate with its core following and contribute to the conversation with meaningful content. It must allow for a loss of control in order to gain it. It’s a dynamic approach to Brand Marketing. It is fantastic, exhilarating and the best thing for brand since broadcast ads hit the airway. Brand who dialogue with their followers (no, not customers) are in a place where they can play the role of influencing behaviour like never before. Brands need to understand how to engage without selling. It has to deliver in less than 150 characters its positioning, its reason and its promise.
6) Be Authentic: Deliver on Brand Promise. Deliver on Brand Character. Deliver on Brand Experience. Listen and respond. Speak and engage. Needless to say a Brand that is not authentic has really no hope in achieving excellence in any Marketing channel. Brand must always deliver.
Brand Voice is an increasingly important element of the total Brand Experience. As such, the Social Media channel has taken its rightful place along side print, broadcast and digital media in the strategy to market Brand holistically, effectively… and successfully. How vocal is your brand?
Change is inevitable and as your business changes, so will your brand. With a lot of hard work and dedication to your brand, your customers might come to recognize you, your colours and your voice as much as your products or services. Depending on where your business stands you may consider a rebrand or a brand evolution to breathe new life into your brand and reach new consumers. Rebranding or evolving your brand can:
make it more current
develop or improve your brand identity
increase sales
differentiate you
In recent years there have been several high profile rebranding and brand evolution exercises. In 2011 Starbucks rebranded to support it’s international go-to-market strategy. Note that they removed their name “Starbucks Coffee” from their logo as they are no longer just about coffee. Pepsi is notorious for rebranding itself at least once a decade and Wal-Mart famously up-grated their brand in 2008. What these three brands have in common is not only their size but the frequency with which they rebrand themselves, and the level of familiarity they’ve maintained while appealing to new consumer generations and demographics. They all also have a substantial and loyal customer base and their iconic status no doubt helped make the transition from the old to the new brand more seamless.
* source: starbucks.com
Be cautious though – if you have a growing brand, one that is building recognition and loyalty – a rebrand might not be the right thing to do. Taking away the elements that make your brand top of mind might hurt more than help your growth. But if you feel that your company is ready and could benefit from a rebrand, consider the following:
Why do you want to rebrand or evolve? Ask yourself the following questions. Are sales low? Is your brand recognition suffering? Is your image outdated? Do you want to reach a new demographic or target market? Make sure that it’s the right strategy to achieve your goals – a rebrand isn’t just about making your brand look nice. It is a risky endeavor but if done correctly, it can help your business tremendously.
Develop a plan and strategy How are your going to rebrand or evolve yourself? Is it going to be a complete overhaul, just the logo, the positioning or the tagline? The packaging? Moving your business forward requires a plan and a strategy and it doesn’t end with a new look – a new business strategy might require a rebrand and vice versa.
Don’t forget the past This is key to retaining brand recognition and customer loyalty. The reason why Pepsi, Wal-Mart and Starbucks have been successful was because they didn’t stray much from the past. They were inspired it but they evolved. The familiar elements were retained and improved.
Focus on the future You may take some elements of the past with you but remember the reason you’re rebranding in the first place – the future. You want your business to grow with the times. Your rebranding efforts should be able to stand up for at least a decade or two. Don’t go with anything too trendy or language that could be outdated. Keep it fresh yet timeless.
Consider your customers Ultimately a rebrand or evolution is about the consumer. You can hire the best rebranding experts in the world but if your consumers don’t relate, you’ve make a big mistake. You must consider your costumers. How will they respond to your rebrand? Hold a focus group and have them review your rebranding efforts. Do they resonate? Do they still recognize and relate to your brand? Are they more inclined to buy? Then there are also the new consumers, ones that you could gain by appealing to them through your rebrand, the ones that may not be familiar with your current brand.
Just last year we updated the 3H brand identity that included an evolution of our logo, new typography, updated corporate colours and a website redesign. We kept elements of the past – the purple is our brand but the redesign helped us evolve into the 21st century of brand marketing. Our rebranding efforts don’t stop with us, we have helped clients such as Trispec evolve their brand with a new logo, positioning statement and brand visual, Liquid Nutrition with a rebranded vocabulary and Agropur, updating their Aged Cheddar packaging and website.
What elements do you think are essential to a successful rebrand?
* Source: wallblog.co.uk
* source: starbucks.com