Well seems that the topic I mentioned here just a little earlier, Brand Attack on the Rise, was took over as a main subject on brand guru Laura Ries’s Blog, in a post on how and when a brand shoul attack.
In general, the leader should never attack or name the competition. Instead the leader should promote the category. By attacking a competitor or responding to an attack ad, the leader only legitimizes the competition and the existence of a choice. Neither is good.
If under attack, a leader should instead address any problems with PR. Never with advertising. When Apple says consumers are frustrated with Vista in its advertising, Microsoft shouldn’t run ads saying everybody loves Vista.
That above, is just a quote. More, with examples and details on Ries’s blog here.
After seeing decreases in sales in different beverage categories Pepsi has decided to its branding to work and help revamp the lost glory.
It’s not the firs nor the last of big brands that seems to think that their slumping sales will recover by slight changes in their branding. I’m not sure that this is the right answer or just an effort in the wrong direction at not the right time.
It took the designers five months to finalize the (new?) iconic logo. Five months and $1 million dollars for the design.
The purpose of the rebranding? “Making the logo more dynamic and more alive … [it is] absolutely a huge step in the right direction” said Frank Cooper, Pepsi’s VP-portfolio brands
So far, branding experts are in both camps. “It’s tilting the whole brand presentation from a classic expression of uniqueness and quality into something that is much more humorous, almost flippant,” said Tony Spaeth, an identity consultant. “It worries me that it is less durable, less permanent and classic. It comes across as more of a campaign idea than an enduring brand expression.”
The new logo is Pepsi’s 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.
Most of us think of our brand as a tool for communicating who we are and what we do. We think of logos or catchy names — totems that convey the mission or identity of our businesses.
A good brand does express identity, Cheryl Heller, the founder and CEO of Heller Communication Design said. But great branding goes one step further. You must think of your brand less as a tool for communicating identity, and more as a tool for conveying a promise.
1. Be brief. Be clear. “Clarity and brevity do not come naturally to entrepreneurs with a mission,” Heller lamented. Use the Ritz Carlton promise as an example. Notice it does not include words like “luxury” or “hospitality.”
2. Don’t clutter your brand promise with references to how you differentiate yourself.“Who you are and what you do is core to your brand promise,” Heller said. “How you do it, that changes as you grow.” Wizbang as your technology is, it is only one of your tools. Don’t mention it.
3. Avoid common words used by other companies. Heller’s examples: strategy, core values, mission, vision, operational excellence, efficiency, value-added, character, integrity, positioning, sustainability, corporate citizen, cause.
4. Speak to all your constituents: customer, partner, investor, or employee.
Marketing seems to have entered a new era of attack ads.
Perhaps it’s the tight economy and the idea that the way to grow in a recession is at the expense of your rivals; maybe the presidential candidates have set the tone for TV advertising; or it could be the influence of those masterful and highly effective Mac vs. PC spots. Whatever the reasons, comparative ads — some of them pretty aggressive — are all the rage.
First there were the Dyson vs. Hoover ads, the Miller Lite vs. Bud Light spots (remember the Dalmatian leaping off a truck?) and Huggies vs. Pampers (delivering a literal brickbat with a spot showing a mom diapering a brick).
Now Time Warner has said it will go after Verizon in its new campaign, serving a counterpunch to its rival’s claim that Fios internet service is “10 times faster than cable.” In a seeming homage to the Apple ads, the Fios spots feature its installer humorously interacting with a hapless cable installer.
You can read more about this in a very interesting AdWeek article. The subject pointed here is very interesting. It seems that the number of ads in this field are continuously increasing. All these while in Europe and in most parts of the world this kind of ads are banned by market regulators.
The question which come up is obvious: How this kind of ads influence a brand over time?
Every business can increase the value they offer their customers by promoting one of the above. Before choosing which one you’ll offer customer, it is important to understand what drives the consumers to buy. Many ecommerce businesses think the secret to success is ‘low price.’
Trust – can you deliver ‘on time?’
Security – Does your program focus on client’s privacy and security?
Relationship – Can clients IM you, ask questions, follow the project step-by-step?
Increase Customer’s Potential – Can you offer something no one else can offer?
Social Standing – Can you make them look wealthier, sexier, more influential?
Power – Do you have what it takes to increase your client’s power?
Free – Consumers who are motivated by price can feel they are being ‘treated right’ if they give their clients something real. Not an ebook – but a membership or passing on an association newsletter.