Differentiation. It’s one of the keys to good branding. Branding and marketing professionals have been beating that drum since the dawn of communication. But being “Different” in simple separation from the competition isn’t enough. Differentiation needs to add value. Otherwise what good does it do for the consumer?
Take for instance the recent “change” MillerCoors Brewing has made to their packaging. We’ve all seen the “Vortex Bottles” and the new big-mouth aluminum bottles. Sure that’s different, but the product is the same, watered down, tasteless swill. There hasn’t been any value proposition or improvement in the actual product. So unless the marketers and MillerCoors Brewing think their consumers are completely ignorant, belly-scratching mouth-breathers, there won’t be a return on the repackaging investment. Even msnMoney has called this effort for more brand awareness a “gimmick.”
“and MillerCoors fight it out. They are boosting their advertising budgets and even trying gimmicks like a “Vortex Bottle” that aerates the beer as it pours.”
Does their target audience really care about aeration of their beer? I could put even money that their target audience doesn’t even aerate their lawns!
Gimmicks don’t work.
To give you a little insight on how the beer market has changed, take a look at another article from msnMoney. In brief, it says that while beer sales over the past year have plummeted by 10% the “Craft Beer” market (think Sam Adams) has seen an uptick of 2.2%.
Why?
Beers like those that Sam Adams brews offer taste, quality and variety focused on the micro-brew-lovers palate not a feeble innovation to the “dump-it-down-your-throat faster” need… Their marketing sticks to their quality brewing process and attention to the needs of their discerning customers. No gimmicks… just great brand marketing.
It comes down to adding a value proposition to their differentiation. Sure, MillerCoors brews wheat beer and has special “flavors” like Miller Chill, but it hasn’t improved overall sales or brand awareness. In this writer’s opinion, it’s just watered down (further) their brand and left a bad taste in consumers mouths (pun intended).
So, Pull up a bar stool and join the conversation. What can commodity beers like the MillerCoors products and the Anheuser-Busch line do to compete with the Sam Adams and “Craft Beer” makers? We’d love to hear what you have to say. Maybe MillerCoors is listening in?
What say you?
Until next time…
Keep Cooking (great value branding)!
Andrew B. Clark
The Brand Chef
Have you ever wondered how I became The Brand Chef? It’s not a story I tell often, but in a recent interview with Johnny Wright (Twitter: @unsecretshopper), better known as The UnSecret Shopper the TRUTH was revealed.
The request came out of the blue (proof of building a good personal brand), but after a few Twitter direct messages and a phone call-or-two, I decided Johnny had some great things to talk about and was very interested in learning more about The Brand Chef, marketing strategies and generally what I do… (go figure).
In 19 short minutes, we covered everything from marketing strategies, social media marketing, customer service (which Johnny is brilliant at, by the way), and we even talked a little about how I became The Brand Chef!
Here’s a link to his post of his full 1-hour show. Or you can listen to just my interview below.
Again, I’d like to thank Johnny Wright for taking the time and giving me the honor of being on his show. It was a great conversation and I look forward to hearing / seeing more from him in the future!
Keep Cooking!
Andrew B. Clark
The Brand Chef
Johnny Wright can also be heard on 1350 AM, KRNT radio in Des Moines Iowa. Every Saturday at 8 AM. Check it out!
There are a lot of positive signs that small businesses are starting to adopt social media marketing as an integrated component of their overall business plans. One significant change, based on a February 2010 Small Business Success Index report, is the fact that social media usage among small business jumped from a meager 12% in 2008 to 24% in the following year (Yes, doubled).
Of those using social media, 69% post regular updates / articles of relevance to sites like FaceBook and LinkedIn. Two additional stats that made me smile were: 54% monitor positive / negative feedback via social networks, and almost 40% of the small businesses author a blog pertaining to their field of expertise.
OUTSTANDING!
But hold on, that’s still only 1-in-5 of those surveyed.
So, let’s address some of the restraints keeping small businesses form jumping on board?
According to the report, 50% of the users say it takes more time than they expected.
This is a surprise? Okay, I’ll give them the benefit of the doubt, but the reason they may have been caught off guard is a result of one or a combination of following:
Some “Social Media Expert” duped them with dollar signs and drummed up statistics, set up a Twitter account and a FaceBook page and then ran off with little to no strategy or support.
They took it on by themselves with little to no understanding of building a social media community or marketing.
They underestimated how little they knew about their brand, the audience and the business.
Of course social media marketing takes time! Just like scheduling time to check voice-mail or email, small business owners need to adapt to make time for a little proactive community engagement. It pays off in the end.
Then there’s the statistic that made me laugh the hardest. 17% expressed that social media gives people a chance to criticize their business on the Internet.
Do they actually think criticism won’t happen if they stay away? Go ahead, try it. Then, call me when the business folds. I know Realtors that need the square footage.
***
Come on, folks, this should stand as a call to action for all small business owners (as well as those that market to/for them). Social media is not going away any time soon. And the quicker you figure out how to use it to your advantage, the better chances you’ll have for surviving the years to come.
Here are 10 starting questions I like to ask those looking into social media for marketing.
What will make you stand out among the others “yelling into the chasm?”
Who is your target audience?
Who are your direct competitors?
What could be some indirect inhibitors?
Do you have a marketing plan – written down with goals, strategies, tactics and a reasonable budget?
Is there a strategy or tactic within your marketing plan that social media could compliment / support(Public Relations, etc.)?
Do you have the manpower/ time for social media marketing?
(If not) Do you have the budget to outsource components of social media marketing?
Do you know how to carry on an engaging conversation?
Do you have patience?
As with any marketing tool, social media has a unique profile in each company’s marketing plan. While a blog is a great core component to a social media marketing strategy, Twitter, YouTube and FaceBook may not always apply. Heck, If your target audience isn’t active online, don’t be a fool and put your time into broad social media integration. Just make sure to do a little research before jumping in and you’ll know what’s right for you / your company.
Where does your small business stand when it comes to integrating social media into your marketing plan? Is it an add-on that will eventually fade away? Or do you have the plan and vision to make social media work for you?
If you’re a small business that hasn’t embraced social media as a marketing tool, then I have two things to say:
You’re losing out on a fantastic way to extend your marketing message as well as build brand equity.
You’re probably not reading this and I’m writing for my already savvy followers and this is pointless.
Food for thought.
Keep Cooking! (Purposeful, results-oriented decisions)
Andrew B. Clark
The Brand Chef
Picture this. How do you share those “special moments?” Think back. Is there an old family photo album somewhere gathering dust in the living room? Sure. Ours has one of me and brother in the bathtub, naked!Thanks mom. As disturbing as it is, it certainly is a memory (probably not one I wish to share with you). How about those old school portraits? Reunions? Sporting events? Birthdays? Vacations? How do you share those memories? From the early 1900′s and on into today’s digital age, we’ve all done the same thing.
Take a picture, it lasts longer…
Last night, while watching Glee(yes, I’m a Gleek), I was sitting and lamenting over the how Miss Sylvester was treating poor Mercedes, and off to a commercial break we went. Now, I normally channel surf or jump up to get another Popsicle at commercial breaks, but last night I was held in my seat by the following Kodak spot.
I loved it immediately. While I’m a sucker for any squeaking baby, I thought the spot, from a brand marketing standpoint, was perfect! It was targeted, engaging, current and allowed a brand, Kodak, who has been languishing in technological and directional confusion to stand up and re-root itself in our communication and social culture.
On the Kodak blog, A Thousand Words, Leslie Dance, VP of Brand Marketing & Communications for Kodak shared their vision with for the new marketing:
“As our agency Partners + Napier, who helped us create our new campaign defined it, the core insight into what really motivates our consumer (whom we call Katie) is that ‘My memories make me, me, but it’s only when I share them that I become complete.’
Which led us to the campaign idea, ‘the real Kodak moment happens when you share’. We’re taking the Kodak Moment of the past 50 years and redefining it to make it relevant for today. The Kodak Moment that used to be the moment of capture, when we take the picture, is now more powerful when we apply it to the moment of sharing the picture.”
As a photographer, I’ve been painfully aware of the dilemma the photography industry has been in. Since the mid 1990′s, it’s been go digital or pack up your lenses. While I love digital photography for its ease and speed, as someone that was educated in the techniques of traditional photography, processing and lab printing, I long for the days when I can turn a photo over and see “Printed by Kodak.” And with online printing taking quality and speed, and economy to new levels, I’d basically given up on Kodak.
Boy, was I wrong!
This is why Kodak has been around for over a century:
Kodak took the right (smart) approach to the technology challenges that faced them and their industry. Instead of folding up and saying “Woah, It’s been a great 120 years, we’ll see ya’ later…” they chose to innovate, recreate and re-engage, sidestepping the “road block” and blazing a new trail for future market growth.
By providing people easier, more economical digital access – just push the button to share your memories - Kodak has positioned itself as the leader in the (previously unoccupied) “memory sharing” niche… A brilliant way to redefine your brand for changing times and subtly shut my doubting mouth for ever.
Kudos!
So, what’s the next step for Kodak? How can they continue to broaden their relevance with their new campaign. How do they compete with the ever evolving mobile phone/camera niche? Can you think of other companies that have created a brand shift like Kodak’s? I’d love to hear more!
Can you say your brand is unique? Can you say you’re a pioneer?
It seems like a simple concept, but when it comes down to it, it takes a commitment to a TRUE brand. Often times people ask what it takes to become “viral.”
My answer:
“You can’t Being “viral” is entirely based on the community you’ve created…”
Here’s a great example:
(Facebookers and feed readers need to click here to see this great video.)
Okay, maybe they’re all stoned. But they all seem to be “drinking the same Kool-Aid” – tainted or not.
This guy’s belief in his unique value inspired others to engage. Can you say your brand is this infectious? How can you make it so?
Keep Cooking (unique ways to engage your audience)
Andrew B. Clark
The Brand Chef
Take for instance the recent “change” MillerCoors Brewing has made to their packaging. We’ve all seen the “Vortex Bottles” and the new big-mouth aluminum bottles. Sure that’s different, but the product is the same, watered down, tasteless swill. There hasn’t been any value proposition or improvement in the actual product. So unless the marketers and MillerCoors Brewing think their consumers are completely ignorant, belly-scratching mouth-breathers, there won’t be a return on the repackaging investment. Even msnMoney has called this effort for more brand awareness a “gimmick.”
