Ken Gasque: Is your advertising branding?

September 16, 2013

 

On April 1, 1976 in a garage in Cupertino California three young nerds created Apple Computer and on August 10, 2011 Apple became the most valuable company in the world.  Apple did specular advertising—but it was all about brand development.  Apple created the most famous TV ad ever produced “1984”.  Apple paid to run it one time.  After that the news media ran it thousands of times for free.  There were no product photos, no benefits, no features, no prices—just an idea.  Did they know their audience?

Branding is about new ideas, innovation, fantastic design, great advertising and creativity.  Branding is about thinking.  How can I make this product or service outstanding, unusual or outrageous so that it will be noticed?

Apple is frequently used as an example because it is such a good example.  However, there are many other companies that are doing branding well and growing.   They understand what it takes to create a product or service that people love and love to talk about.

Are you familiar with Christian Louboutin shoes?  The designs are beautiful and they command top dollar.  A designer pair can cost between $3000 and $5000.  They will be noticed because they have a lacquered red sole.  Last year the 2nd US Court of Appeals unanimously upheld Louboutin’s trademark on his distinctive and iconic red-soled women’s shoes.  This is an example of the primary differentiation being nothing but design.

I think small brands have a distinct advantage over large brands.  One, they can be more daring and outrageous, and two, they can be changed quicker if they’re not the right solution.  With nothing more than a good idea, some creative thinking, and fun design you can create a brand.  My favorite is MacBar.  It ‘s a restaurant in Manhattan.  It focuses on one thing, the ultimate comfort food—macaroni.  Their branding is done with their store, their carryout boxes and their website.

MacBar’s menu is simple.  They sell macaroni from $5.99 for a small serving to $17.99 for a large serving with lobster.  But macaroni is all they have on their menu.  While the macaroni is delicious that’s not all of the appeal.  A brand is about an experience and at MacBar they make the most of your experience.  The restaurant is macaroni yellow throughout with an interesting interior design.  Their carryout boxes are custom made to look like a large macaroni pasta shell.  How do they describe themselves—“Some may say it’s overkill but we like to think of it as true devotion to the ultimate feel good dish!  Our mission is simple… to make you smile.”  They did such a good job ‘making us smile’ that CBS took notice and did a 15 minute segment on CBS Sunday Morning.  That is branding—it is free advertising, social media, word of mouth and greater awareness. 

Brands are focused and they know they are not for everyone.  Brands select their target audience and they give up the rest.  If you want to brand your service you have to be willing to narrow your focus and narrow your target audience.   Brand owners must have courage and be willing to be outrageous.  Outrageous gets noticed.  

It is essential that you know your customer and know what they like about your product.  Sergio Zyman was the VP of Marketing at Coca-Cola and is best known as the marketer behind the failed launch of New Coke.  Fortune Magazine said in 1995  “New Coke is regarded as one of the greatest marketing blunders of all time.”

The problem was Zyman believed the ‘Pepsi Challenge’ and didn’t believe in the brand.   Malcolm Gladwell in his book Blink presents evidence that suggests Pepsi’s success over Coca-Cola in the Pepsi Challenge is a result of the flawed nature of the ‘sip test’ method. His research shows that tasters will generally prefer the sweeter of two beverages based on a single sip, even if they prefer a less sweet beverage over the course of an entire can. Zyman believed Pepsi.  He didn’t really know his consumer.  Zyman couldn’t spend enough money on advertising to convert consumers from a beloved brand.  That is the power of brands. 

Think different.
Use good design because we buy with our eyes.
Be outrageous and be noticed.

Ken Gasque is president of Gasque Marketing and Advertising.  We develop brands, create identities and grow businesses.  Ken can be reached at [email protected] and you can read his blog at www.gasque.com
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