Brand Dots

Posts Tagged ‘story’

What does Steve Jobs’ health have to do with Apple?  EVERYTHING!  He is not only the CEO of Apple, he IS the Apple brand.  When there is a possibility that the leadership of a company is facing a life-threatening illness, it could mean serious speculation about the strength of the brand.

Steve Jobs has intrigued me ever since I watched the Steve Jobs Stanford Commencement Speech 2005 on You Tube.  His speech was amazing.  It was an inspiring story about the many ups and downs in Jobs’ life.  He is an amazing storyteller.  This speech builds trust in him and the Apple brand.

Steve Jobs Stanford Commencement Speech

In his speech, he was candid and open about his heath struggles.  So, why the change of heart?  Why is he so secretive about his health now?

Because the possibility of Jobs leaving the company could mean a HUGE loss for Apple-both physically and financially.

Yes, there are laws to protect employee privacy when it comes to health.  However, from a PR standpoint, withholding this information could be detrimental to the health of the company.

With the launch of the new iPhone convergence, Apple would be taking a huge risk by disclosing Jobs’ liver transplant.  (Mind you, he received this transplant because HE was the sickest person on the transplant list.)  I agree with Laura Ries’view on the iPhone craze.  Apple may dominate the market right now, but they still have strong competition and Jobs’ health could stop the juggernaut in its path.  The mere speculation of Jobs’ health could cause problems for Apple.

The SEC is currently trying to pass laws that force companies to disclose the health of CEOs.  This is controversial, but could be necessary if companies want to please their shareholders and improve brand equity.  If CEOs choose to be the spokespeople for their companies, they should be prepared to live in the limelight in all aspects of their life.  After all, they are a direct reflection of the brand!

About a week and a half ago, I wrote a blog post on Burger King’s Square Butts commercial so when I came across Burger King’s newest attempt at selling burgers…or in this case, Star Trek glasses…I couldn’t help but share it with you.  I think you’ll find it pretty humorous.

First of all, I am a huge fan of JJ Abrams, the director of the new Star Trek movie, Lost, Alias, and Cloverfield.  So when I saw that Burger King was partnering with Star Trek, I couldn’t wait to see what they’d do.  Burger King has hired Crispin Porter + Bogusky to do countless ads over the years.  After all, they were the minds being the creepy, plastic-faced “king.”

I have to admit that I’m a big fan of Crispin Porter + Bogusky.  They’ve done an amazing job thinking outside the box and have created some interesting and compelling ad campaigns for their clients. They’ve worked with huge companies such as Volkswagen, Microsoft, and Sprite, to name a few.  The only problem is that their attempt at humor is often so edgy that their ads get pulled from air.

This commercial is pretty out there but the publicity that it’s generating is creating a lot more conversation than what you’re reading or watching about the competition right now.  What are your thoughts? Have they gone to far…again?

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!

Behind every strong brand, there’s a great story.  If a brand is going to have substance, there has to be a deeper meaning behind its existence.  Developing a brand story can be harder than you think, but it is necessary for every business.  Storytelling has been used since the beginning of time to connect people, develop understanding, and share history, thoughts, and emotions.  And after all, our emotional attachment to a brand is what influences most of our purchasing and investment decisions. 

As you develop your own brand story, there are a few very important guidelines, you should keep in mind.

1) Clearly communicate your story: Who are you?  What do you do? Why do you do it? What sets you apart from your competitors?  Why do customers need you?  Explain your history, values, and the meaning of your brand.

2) Incorporate your archetype:  Identify which archetype your company embodies and develop your story around it.  Embrace it!  The copy on your website, advertisements, your logo, and all of your marketing and promotional communication should exemplify your archetype.

3) Use imagery to tell your story:  Choose colors for your logo that convey a message to your customers.  Choose the font, pictures, and images that communicate who you are.  What do the colors, font, pictures, etc. represent?

4) Appeal to your employee and customer’s emotions:  Think about how you can communicate your values to your audience on an emotional level.  How can you connect with others?  How can you promote your goods and services in a way that will make others choose what you offer over your competitors?

5) Send a consistent message: From mission statements, to taglines, to writing your employee handbook on how you conduct business – the message that you send to your customers should remain the same. 

 The idea here is to connect with your audience and to create a meaningful brand.  Your company may have the latest in technology, the best public speakers, and the hardest working team, but without substance, your brand will mean nothing to others.  And if you’re going to send the right message to your investors, customers, and employees, you’ve got to first identify what your brand means to you.  So, how can you use storytelling in your brand strategy?

12 Brand Archetypes

One of my all-time favorite books on branding is The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol Pearson.   It references many well known brands that use archetypes to promote their products, relate to customers, and differentiate themselves.  People find a way to connect with brands through the use of archetypes.  

Brandhouse.com will allow you to Find Your Archetype by taking a quick online quiz.  Once you identify your archetype, find a way to incorporate it into your promotional strategy.  Your archetype should mirror the identity you desire for your brand.  If it doesn’t, don’t feel limited by your test results.  Brandhouse.com is only a tool.  If the description does not fit into your plan, feel free to develop a different archetype!  In addition, modeling your business after an archetype that is unique to your industry could give you a competitive advantage.  Be a leader within your industry and distinguish your brand.  

Can you identify which archetypes are embodied by your favorite brands?