Brands are Important, But Things are Changing
At Rouge we understand the importance of a brand and how this can be used to increase the power of a business and thus it’s profit.
It is therefore important to us to keep up with the changes in the marketplace, for the one thing we can all be sure of is that things are changing, much of this being caused by the way the use of the Internet. Here Social Media is the big driver, companies having to ensure that they protect their brand at all costs. This of course means monitoring all the Social Media channels like Twitter and Facebook so that they can move fast to reduce the effect of any negative comments.
In some cases clever actions can even turn around negative comment and make it positive, some companies actually, potentially at least, ‘risking’ their brand in order to get some publicity. Of course, the action that caused all the fuss, may have originally been a mistake, like the bus company in Wales. Here New Advernture Travel put some adverts on its own buses that featured a risky image and image; the result outpourings of rage.
However, they certainly raised their profile….
We are not suggesting this sort of thing is a good idea, and it was probably a terrible mistake when it started. BUT it was a new company with no brand image to damage AND it moved quickly and removed the adverts, the latter act showing that they listen to their potential customers (and everyone else) and that must be seen as a positive act.
So, Brands do matter, but perhaps, not in the same way they used too. Read on and enjoy !!
Ogilvy’s Colin Mitchell asked, “Do brands still matter?” They do, but today’s informed consumers care less about a brand’s image and more about service, philanthropy, and relevant experiences.
ClickZ at Advertising Week”Do brands still matter” was the title of an Advertising Week panel this morning aimed at establishing whether or not other elements should take precedence over brand image when it comes to a marketing campaign. The verdict? Brands do still matter, they just matter in a different way than they used to.
The panel opened up with a clever video, the latest in Adobe’s Do You Know What Your Marketing Is Doing? series. The ad centered on a rocket launch which kept getting delayed for various reasons: the sponsor wanted a bigger logo the rocket, they needed a hashtag, the mission was switched to Pluto because search data found Mars wasn’t trending, and budget constraints caused the launch to be moved back to Q4.
Colin Mitchell, worldwide head of planning at Ogilvy & Mather, pointed out that this video illustrated the hyper-awareness of today’s consumer, a relatively recent phenomenon brought on by the Internet and the subsequent rise of social media, mobile devices, and data availability. As consumers increasingly know more, they’ve also come to expect more in terms of personalized experiences and relevant targeting.
“Brands have never been more fragile,” said Mitchell, who led the panel discussion. “The reason is simple – consumers are supremely well-informed and far more likely to investigate the real value of products, rather than rely on logos.”
According to Ogilvy research – in which the agency surveyed 2,000 mid to high-income consumers from various demographics in four different countries – brands still matter to 53 percent of British, 57 percent of American, 83 percent of Mexican, and 88 percent of Chinese consumers. However, now their image takes a backseat to things like customer service and charitable endeavors.
“It’s like an archaeological dig in a way,” said Mitchell. “The things people worried about from the mid ’80s to the mid ’90s – like image – are still very important, but they are now being supplanted by these new drivers of brands mattering, like service attributes.”
Coca-Cola has been around for nearly 130 years, in part because the brand has been careful to evolve with the culture. According to Jennifer Healan, group director of integrated marketing content at Coca-Cola, the soft drink brand has stood the test of time by being “a part of people’s moments over time,” pointing out that today’s moments are more likely to have digital components. Android research from last year found that 93 million selfies are taken per day, a statistic that fits in with the now-iconic Share a Coke campaign.
“Think about the personal connection you have with a brand, it inspired you to find your name and also the names of the people you care about,” said Healan. “It became something very personal, and people took it upon themselves to share.”
To see the full article on branding please click this link