THE David Anderson

R.A.D. - Rockin Ad of the Day / Scotch-Brite

Wash the dishes or pay the bill?  The folks at Scotch-Brite (in Brazil) created a fantastic opportunity to engage new customers, build brand awareness, and brand value.  They teamed up with some restaurants and offered to pay for a meal if the customer would wash some dishes using the Scotch-Brite scrubbing sponge.  I'm sure there were some who turned down the offer but look at how much the customers are enjoying this experience!  Some even took video of the experience and no doubt shared it with friends.  Well done!

 

Windows 8 - New Logo

Like many new corporate logos, the new Microsoft Windows 8 logo has created a healthy debate.  You will find those that love the new simplistic design.  Other "flag" fanboys infer that the operating system itself will be dummied down like the logo.  While others claim that this is an attempt to become more Apple-like.

I also read that it is very appropriate to have four blue screens of death represent Microsoft but I feel that the literal interpretation of crafting a window icon along with an Arial-ish wordmark will serve Microsoft well.  I believe Time Magazine’s Harry McCracken had the best take...

“I don’t want to be wowed by my operating system–I want it to get out of my face, and not break, and generally be a platform for useful applications that make my life better rather than a glorious experience unto itself.”

Microsoft’s Sam Moreau explains the reasoning behind the minimalist look:

With Windows 8, we approached the logo redesign with a few key goals on mind.

1. We wanted the new logo to be both modern and classic by echoing the International Typographic Style (or Swiss design) that has been a great influence on our Metro style design philosophy. Using bold flat colors and clean lines and shapes, the new logo has the characteristics of way-finding design systems seen in airports and subways.

2. It was important that the new logo carries our Metro principle of being “Authentically Digital”. By that, we mean it does not try to emulate faux-industrial design characteristics such as materiality (glass, wood, plastic, etc.). It has motion – aligning with the fast and fluid style you’ll find throughout Windows 8.

3. Our final goal was for the new logo to be humble, yet confident. Welcoming you in with a slight tilt in perspective and when you change your color, the logo changes to reflect you. It is a “Personal” Computer after all.

Ultimately it will be the product experience that will drive the feelings about the brand, not the logo alone.  If the product "makes my life better" then the logo will be a success.

People Matter

We all know that Zappos highly values their people and in turn expects them to obsess over creating awesome experiences for their customers.  Ever wonder what drives that focus?  Here are their 10 Corporate Values:

1. Deliver "WOW!" through service.
2. Embrace and drive change.
3. Create fun and a little weirdness.
4. Be adventurous, creative and open-minded.
5. Pursue growth and learning.
6. Build open and honest relationships with communication.
7. Build a positive team and family spirit.
8. Do more with less.
9. Be passionate and determined.
10. Be humble.

Creating an environment of empowerment and unity will go along way to work out the kinks in any company.  Zappos CEO, Tony Hsieh (pronounced shay), believes that if, by using proven research, you can find a way to make people happy and more purposeful in their jobs, you will have a formula that can produce great and sustainable companies. “You can argue, which is the means and which is the end,” Hsieh said. “An altruistic view says happiness is the end. But if your goal is to build a long-term profitable business, then happiness is the means to achieve that.”

If you feel that your organization is struggling in this area, adopt the Zappos philosophy and try incorporating these values into your company.

You Want Me to Follow You?

Newsflash... I don't follow everyone that follows me on Twitter.  I know, I know, where is my sense of community?  Don't I want to be a contributing member of society?  Believe me, I have no problem with engaging others but come on... some folks out there aren't even trying.  There are plenty of posers and spam bots out there and even some real folks who only broadcast on auto-tweet and I'm not interested in that type of engagement.  When someone follows me, I don't auto-follow back.  I will take the time to check out your profile, tweets, maybe your url and if I see value, I'll follow back.

In case you would like to know what I'm specifically looking for, here are some reasons why I will follow you. 

1. I WILL FOLLOW YOU IF... you have a picture.  I need to at least be able to visualize who I'm speaking with.  I'm not down for communicating with the mystery "EGG" person.
2. I WILL FOLLOW YOU IF... you have a profile/bio.  Your recent tweets will give me a sense for who you are but what is your elevator pitch?  That is your chance to sell me.  Be professional, personal, and having a sense of humor also helps.
3. I WILL FOLLOW YOU IF... not all your tweets are RTs or filled with self-promotional links.  Don't get me wrong, retweeting is a very important piece of social media but if that is all you do, I might as well follow those you are retweeting and cut out the middle man.  Also, I see the value of self-promotion but if that is all you do, you are missing the point.
4. I WILL FOLLOW YOU IF... you follow most of the people who follow you.  Don't follow back everyone and then after you build up your following, cut everybody off to look like a celebrity.  As Primetime would say, #HOP, don't act like you don't know me!
5. I WILL FOLLOW YOU IF... you are not an organization.  Ok, I follow some businesses, but for the most part, I want to engage with a person rather than a company.
6. I WILL FOLLOW YOU IF... your auto DM isn't spammy and impersonal.  I don't use auto DMs but I have seen some good ones (e.g., "What took you so long?") but for the most part if there are links and suggestions to "make money", that isn't going to cut it.

2010 - Top Branding Events

Happy New Year to all!  2010 was another great and eventful year.  From a branding point of view there were definitely some historic moments.  Let's take a stroll down memory lane and revisit some of the memorable branding events of 2010:

• Old Spice became relevant again with a viral ad campaign.  I still haven't purchased any Old Spice products but I'm sure they have gained new customers.
• A new Gap logo... oh wait, nevermind... bad idea.  Thanks Twitter!
• The ipad launched and I capitulated... but it has been worth it!  New iphone launched but not without controversy... free bumper case anyone?  I think they'll survive.
• SunChips try to go green with the first ever 100% compostable chip bag only to be later buried when consumers banded together to protest the most noisy chip bag ever made.
• Vuvuzela... addicting and annoying but added to the draw of World Cup soccer... even I watched.
• BP Oil Spill - Not many brands fight a global crisis like BP had to this year.  Key take away is be prepared for crisis management and error on the side of the consumer. 
• Tiger Woods - it seems that from a branding point of view he is on his way back up... America will give you a second chance... ask Michael Vick.
• Goofy Bands - ok, not really a branding event but my kids are crazy about these things.
• Facebook, a social networking site with its own feature film?  This brand has reached new heights despite the privacy concerns.  What will 2011 bring?
• King James and the Decision - the majority was critical and appauled at the coverage of The Decision but we all watched and have chose sides.  Who will win/lose... Nike, NBA, ESPN, Lebron?  Either way, the Heat games will get more attention... for better or worse and my son still wants his shoes.
• Toyota - hard to believe that this quality brand became a punchline for comedians everywhere when they experienced issues with accelerators getting stuck in their vehicles.  They should be able to bounce back but they opened the door for others to grab market share... even Hyundai.
• Conan-gate - NBC and Leno took a hit for the way they handled their late night franchise but Team Coco took Conan to heights of popularity that he has never seen... now what channel is TBS on??  ...nevermind, I'll watch Jimmy Fallon instead.

I know this isn't a comprehensive list but some that stand out to me.  What are some of your top branding moments of 2010?

Follow @TheDavid_A

• RT @smallbizcreativ: People ignore design that ignores people. - Frank Chimero
• If you come across as positive, your prospects are likely to feel positive about you... the opposite is also true.
• RT @DonCooper: Networking is an opportunity, not a guarantee. What you get out of it is based primarily on what you put in to it. #sales
• Make sure your messaging focuses on what you do well. Understand where you excel and where your competition doesn't.
• "Do not wait to strike till the iron is hot; but make it hot by striking." -William B. Sprague
• Good salespeople help their customers with their present needs but also prepare them for future needs.
• When dealing with professional procurement dept, be yourself and be positive. They deal with sales "games" all day long.

Brand Twitter Therapy

Here is a daily dose of Brand Twitter Therapy from myself and other twitter friends:

• @2social_soho: build strong relationships with your customers, and chatters to build your brand and create evangelists w WOM
• Happy customers = unpaid sales force. Make them happy.
• Automation in place of conversation = NONsocial Media
• @aliciafalcone: a brand is the stories your customers tell about you. Hopefully, same stories you tell about yourself.
• Branding is PRO-ACTIVE, not reactive. "If you don't lead, they can't follow."
• “In b2b, the customers you select are the company you become.” Das Narayandas of Harvard
• Every good brand needs a leader to execute the strategy and give someone for the activists to follow.
• When you can align your values and passions with what you do and how you do it, you gain energy and reduce stress. -Jordan Friedman
• "The best (sales) pitch is no pitch at all" - Valeria Maltoni via Marketing Profs.
• @bethlapierre: branding is first a strategic endeavor then a creative enterprise
• @DavidSandusky Yes, when everyone in org buys in to the brand strategy great things happen
• @IMAGEidentity: Many are under the perception that because their brand is selling well they have a strong brand... often not true.
• Every business involves a promise (brand) and the fulfillment of that promise (business’s abilities). – Interbrand
• The brands that create the most value are the ones that are the most relevant to the customers’ choice. –Interbrand
• Remain in tune with consumers’ attitudes and demonstrate empathy with what they are going through. -Interbrand

Dennis Hahn's "Building a Strong Brand: The ID Branding Framework"

Dennis Hahn's "Building a Strong Brand: The ID Branding Framework" does a fantastic job of describing the many elements of branding.  You should read the entire article but I want to share some of the highlights that stood out to me.

1. Definition: "Brand is the recognition and personal connection that forms in the hearts and minds of your customers and other key audiences through their accumulated experience with your brand, at every point of contact.  Ideally the brand that emerges is a positive one, leading to trust, loyalty and advocacy for your offerings, increasing shareholder value and establishing long-term advantage in the marketplace."
2. "Branding is an integrating business practice.  (Branding) should span your organization, weaving across and through personal interactions, corporate culture, communications, products and services."
3. "Your brand should be championed by top management and embodied from the inside out by all of your employees, product offerings and communications - at all times."
4. "Branding should never be treated as a project that has a beginning or an end."
5. 4 Core disciplines of the ID Branding Framework:
6. 1. Brand Strategy: Understand key aspects of a company's business, marketplace, customers, and other key audiences.  The strategy sets the foundation for all other activities.
   2. Brand Identity: The outward expressions of the company's values, personality, and promise.
   3. Brand Management: Plan delivery of internal and external brand messages to best connect with audience.  Cultivate brand adoption among employees and others with brand training.  Set up a system of tools for monitoring and assessing the brand's health.
   4. Brand Experience: Enable companies to design a range of experiences that customers and other audiences will find meaningful, memorable, and associate explicitly with your brand.  This is the surest path to building brand trust, loyalty, and advocacy.  Includes traditional market communications, personal interactions, events, function and reliability of products, (i.e., every point of contact with the audience).

With so many different opinions for what "branding" is or isn't I found this article to hit the nail on the head when it comes down to understanding the branding concept.  In case the link is down I have created a PDF of the whitepaper Download Building a Strong Brand.

Yoda's Branding Advice

Like many of you I am a Star Wars fan and an even bigger Yoda fan.  Henrik Edberg posted Yoda's Top 3 Words of Wisdom and I will attempt to translate them into Branding advice.  Let the branding force be with you...

1. "Do or do not... there is no try."  I have often said that to build a brand you must DO THE THINGS YOU SAY YOU WILL DO.  If you do not follow through on your commitments you will not be trusted which also means you will not be valued.
2. "Fear is the path to the dark side.  Fear leads to anger.  Anger leads to hate.  Hate leads to suffering."  Many companies are so afraid of what could happen that it prohibits them from reaching out and becoming engaged with their community.  You do need to be careful about what you put out there but make sure you weigh the benefits before you pull the plug on that next project because it will be "too hard to control".  It might lead to unnecessary suffering.
3. "You will find only what you bring in."  We are all limited to our circle of ideas, friends, thoughts, and other influences.  If a product manager relied only upon their own ideas to develop a product they will miss the boat.  By looking outside of your "world", you will find different roads and paths to solutions you haven't dreamed of.  If you "bring in" ideas from your customers it will demonstrate a sense of appreciation, respect, and loyalty.

Brand Therapy - Daily Dose

Here is a daily dose of Brand Therapy from myself, experts, and twitter friends:

1. Godin: Every tribe (members of a community) needs a leader to challenge the status quo and create the culture.
2. @neilmckenzphoto: A great logo or name cannot make up for shortcomings in other areas of a business organization.
3. You can spend money on earning WOM but you cannot pay someone for giving it... it needs to be genuine.
4. @tmonhollon: people don't trust ads anymore... they trust experiences and WOM.
5. Many brands should focus their messaging on basic VALUES during these tough economic conditions