Feb 28 2014
Fewer than half of employees believe in their company’s brand.
Even less are equipped to deliver to on it.
Often, this happens when a company focuses all its brand launch efforts on external messaging and media, leaving your team feeling disengaged and skeptical. But, recently, we’ve seen more and more brand repositions work best when they are spearheaded from the inside and by top-level leaders who believe that investing long-term efforts internally first, nurtures a better attitude toward change and greater benefits when the brand reaches your clients.
So, how do you drive success for your team and motivate them to view a brand launch as a catalyst that reframes their own view of the company, boosts them to a new mission, and engages them in change? Here are four tips to leading an internal brand launch plan.
Start on the inside. The days of beginning with the client are long gone. If your team doesn’t believe in, isn’t motivated by or isn’t able to deliver your brand positioning then how will your client be affected by it? While emotional influence, nuanced language and smart messaging gets noticed, it can sometimes be…
Feb 10 2014
Valuable brands have one thing in common: they take us to a place beyond products, pricing, promotions, processes and even people. Yes, they deliver on these attributes. But they also tie themselves to deeply held convictions. Their every interaction is an expression of brand strength.
At PadillaCRT, we are building a brand that is respected by our clients and our communities, anchored not in products and services, but in the convictions and values that set us apart.
Every agency will tell you it does media relations, marketing communications, brand strategy, event planning, crisis management, creative design, digital solutions and all of the other tools and tactics of our trade. We do, too — and to great effect, as our awards and case studies testify.
But we don’t believe that’s enough anymore. After all, carpenters aren’t defined by the tools they use; they’re defined by the things they build. So what are we building at PadillaCRT?
A bigger tool shed, so we can deliver all the expertise that’s needed for the absolute best solution to a client’s problem or opportunity.
A commitment to growing the influence of brands beyond the “Likes” and “Shares”…
Feb 8 2014
This week, Microsoft moved forward with a management team that was both familiar and radically different. Satya Nadella, a 20-year Microsoft veteran took the helm as CEO and at his right hand, Bill Gates returned as Founder and Technology Advisor.
The company is far from a failure, with sales of $83 billion and a market worth of over $300 billion, but the company has been plagued with slow growth, declining market share and troubled product launches. (Raise your hand if you have a Zune..?)
In his letter to employees, Nadella called Microsoft a company that empowers people to “do more.” There’s no doubt this is true, but for Microsoft to regain the power and respect it once possessed, it should start by doing less.
No organization can do everything well, and those that try to be all things to all people generally end up doing nothing well.
Yet Microsoft has endeavored to jump into almost every category of computing. No other company has attempted a broader offering. From video games to search engines to phones to servers and on and on, Microsoft seems to respond to every competitive…
Feb 4 2014
Without question, the “Harry Potter” franchise has become one of the biggest pop culture phenonoma of all time and a marketer’s dream.
An interview of “Harry Potter” creator J.K. Rowland (conducted by none other than Hermione Granger actress Emma Watson) due to appear this Thursday in the entertainment magazine, “Wonderland” reveals that Rowland now wishes she had married off Hermione to Harry instead of sidekick Ron Weasley. Britain’s Sunday Times published excerpts of the interview in a front-page story, “JK admits Hermione should have wed Harry.”
Here are five reasons why I think not:
Jan 31 2014
“The best brands are built on great stories.” – Ian Rowden, Chief Marketing Officer, Virgin Group
A brand story is more than content and a narrative. It goes beyond text on a website, brochure or a presentation. It’s more than a logo, color palette, packaging, and business cards. Everything you do, how well you do it, and what you stand for are elements of your business that give a complete picture with facts, feelings and interpretations. Even the staff you hire should reflect the truth about your brand.
Building a brand story is not simply about differentiating your company or getting noticed. It’s about creating something that people care about and making an emotional connection. A great brand story strategy will show you how to stand out, increase brand awareness, create customer loyalty and power profits.
In this recent commercial by Dell, the company tells a great story of its brand by sharing the beginnings of others, saying “At Dell, we’re honored to be part of some of the world’s great stories. We are a company that personifies entrepreneurial spirit, celebrates it every day and embodies it in everything we do.”
There are several ways brands tell their stories. Maybe…
Jan 7 2014
It’s that time of year again. Advertisers are lining up to drop $4 million for a 30-second ad on this year’s Super Bowl. Since this has become the most important creative shootout in advertising, all marketers should be watching for trends. So here are four advertising predictions for Super Bowl 2014.
2014 will be the “Social Bowl” for advertisers. Last year, Oreo didn’t buy any Super Bowl ads, but they stole the show from the sidelines when the power went out with a clever meme reminding us, “You can still dunk in the dark.” The brand earned a lot of attention without ever buying an ad. This year, big brands will be ready with brigades of social marketers poised to post and tweet about every play. But why? Isn’t the audience glued to the TV? Not this year. In 2014 the Super Bowl will be a two-screen event for many consumers. We will see more people connecting to friends both physically (with parties) and virtually (with Facebook and Twitter). And almost everyone will be checking in on a mobile device…
Dec 13 2013
By now, we all know that branding is important. It’s what defines your organization’s purpose, sets the stage for all organizational behavior and, most importantly, determines the place your organization holds in the minds of both employees and consumers. But even after grasping the importance of a solid brand, many business leaders (and even firms or agencies who profess to be experts in branding) don’t know what a good, solid brand strategy should look like. Whether you have just completed a brand study, or are looking to do so, here are five signs to help you evaluate your brand strategy and know what to look for in a good one.
1. You recognize yourself in it.
Many branding firms come in crying “revolution”. It sounds exciting, but it’s a poor substitute for doing the work it takes to get to the core truths of your organization. Brands are not invented, but discovered. I like to say to our clients, “If you are shocked by what we present to you, we did not do our job.” When we present a great brand strategy, the reaction of our client is usually,…
Nov 15 2013
…Plus, 5 Favorite Holiday Brands
Here come the holidays. A wholesome time to spend with family and friends. A time to prepare and indulge in an abundance of food. Also, a time to anxiously await the Macy’s Thanksgiving Day Parade … and brand messaging.
The Macy’s Thanksgiving Day Parade has become an American tradition but, for today’s companies, it’s more than just wholesome, family entertainment. Since the 1920s, Macy’s “owned” Thanksgiving Day in a way that many brands wish they could. Not only has the parade helped to shape Macy’s into a well-known national brand, it’s transferred noticeable recognition onto every brand that participates in the walk from Central Park to Herald Square. What brand wouldn’t want to get in front of 50 million television viewers and a crowd of two million in New York City who watch the parade live?
But then again, it’s more than considerable exposure that these brands reap – it’s the long-term benefit of association with a parade known as an American family holiday tradition. For all companies involved, this touch point has the power to enhance brand equity and emotional connections long after…
Nov 11 2013
In today’s 24/7 world, thanks in part to our many social channels, it only takes one gaffe to be perceived poorly by consumers and the industry; even quicker before this gaffe (or a series of them) can spread and completely tarnish a brand’s image. Fortunately, smart marketers have understood how important these channels are for their brand’s reputation and also, in general, how important it is to bounce back as quickly as possible and rebuild their brand equity.
Let’s look at a few examples of some brands on the rebound:
After a reported accident in California in early 2009, thereby leading to a recall of the automakers’ floor mats, the bad news kept coming when the Los Angeles Times published the first of several stories regarding drivers’ claims of unintended acceleration in Toyota vehicles. Following this, the company battled back denying the claims and leading to further scrutiny. Finally in the following year, Toyota announced its brake override software fix and on January 21, 2010, Toyota recalled another 2.3 million Toyota-brand vehicles because of a problem with the gas pedal. All of this undoubtedly left a very poor reputation…