May 10, 2017
by Roger Pynn
Kudos to McKay Advertising’s Christian Bayne for this post titled Brand Marketing is BS.
I’ve written before about my disdain for the term “branding.” Branding is only a verb if you are a cow, and yet people are still hanging on like rodeo cowboys to the claim that what they do is branding.
Bayne writes “Today, people are not loyal to brands, they are loyal to their needs.”
That is absolutely true. Companies (brands) trying to earn consumer loyalty need to stay attuned and true to customer needs.
The urge to put your brand on every message is understandable, but if you “brand” everything you’re missing the point. Once you have the ear of your customers, focus on them, not yourself. They want to know what’s in it for them.
October 7, 2015
by Roger Pynn
Raise your hand if you are getting tired of everyone trying to tell you what makes a brand successful.
Isn’t that like telling you what it takes to earn a paycheck?
Another one from Advertising Age online caught my eye today because of the headline: “In Today’s Disruptive World, Brand Heritage Isn’t What It Used to Be.” But what Nick Clark (executive creative director at The Partners, New York) was really doing was ranting about the Apple Watch in a partnership with Hermes.
Brands are not born out of creativity. They are born out of the same thing that earns a paycheck … hard work. Hard work to understand your consumers and what they want. Hard work to satisfy them. Hard work to retain them by keeping abreast of what they want.
I agree with Clark that there’s no need for a Hermes Apple Watch, much less the watch itself. After all, Apple’s iPhone and smartphones in general created a generation that all but abandoned the wrist watch because their phone keeps better time and is tied to their entire existence. But I won’t abandon my passion for Apple products just because they introduced something I don’t need … and I don’t care that they tried to make their watch sexier in a deal with Hermes (a brand that does nothing for me).
I am loyal to Apple because 99 times out of one hundred they have thought ahead for me and figured out what I need … and they deliver on that promise. And they give fantastic customer service. And they have the most helpful people on the planet in their stores.
They work hard at that. That’s their heritage.
August 20, 2012
by Roger Pynn
A reminder that in the end we in public relations are storytellers came from Seth Godin the other day when he offered insight on slogans.
What’s your brand’s story? How much time do you take crafting and telling it?
Beyond what your public relations and branding team does to tell the story, how much attention do you pay to keeping the promise of your brand story?
That’s the essence of the term brand. Beyond the buzzword it has become in marketing, brand management is as much about managing your culture as it is communicating your story.
Live up to the story’s promise and you’ll become known for it. Stutter or stumble and your promise will become your curse. You have to live it every day.