Hab-it; A recurrent, unconscious pattern of behavior that's acquired through frequent repetition.
Brandhabits highlights the good and bad habits that can affect a consumer - brand relationship.
I think it’s time that brands and marketers took a good look at reinventing the wheel. We’ve been adding to, tweaking and re-shaping the wheel for far too long. The result – commoditisation of products and services and an underwhelming proliferation of choice.
The root of this problem lies in a number of areas. A colleague highlighted some of these in a presentation to marketers recently.
One of the root causes of so much sameness is the way we research products. Every brand has access to the same data, asks the same questions and gets the same answers, often in an isolated and sterile environment (behind a one-way glass window). We talk about consumer needs, being consumer led, but fail to realise that they don’t always know what they need and don’t always take to new products and innovations positively. Change can be uncomfortable, for them and us. Indeed, brands and products like Absolut, Sony’s Walkman and the TV show Seinfeld, would never have seen the light of day if Executives had listened to consumers.
It’s been a while since my last post. A new role, new city and new challenges have taken priority. However, they’ve also intensified my passion for brands and the belief that they have to sit at the heart of an organisation, which means the connection with employees is essential.
Bad habits are often hard to break and reverse. They can happen quickly with long-term effects. When it comes to employees and the culture of your organisation those effects require significant transformation in order to be reversed.
A powerful brand idea placed at the heart of your organisation can give everyone a sense of purpose and cohesion. People will take a drop in salary, move cities or countries, just for the chance to work for you. But, when that idea is absent or a business becomes too focused on the bottom line, people, culture and brand come bottom of the list of priorities and an afterthought only focused on by the marketing department.
The word awareness is overused. I hear advertising sales executives sell branding awareness campaigns. I hear marketer’s launch products with a target awareness figure as a primary measure of success, closely followed by share of voice. I thought we’d moved on from this.
Don’t get me wrong, I understand the basics here. If nobody knows about your new product or service then they’re less likely to buy it. But, isn’t that it? It’s just basics? My Mum is aware of my Tag Heuer watch and my Macbook Pro, but she’s not about to go and buy either. Ok, “It’s not about overall awareness”, I hear you say, “We look at awareness with 25-34 year old urban males, with high disposable income.” Really? But how many of them are actually considering buying your brand or know someone else who is? By all means, measure awareness, just don’t make it a target in your marketing plan. Use it to calculate more useful targets. Read more…
by Andy Wright
If you manage a brand, chances are someone, somewhere loves your brand. Unconditionally. They tell their friends, family and colleagues to buy it. They lend it to them or recommend that they use it. They preach about the benefits. They might even wear clothing with your brand’s emblem em-blazed upon it. They believe that it says something about them, who they are and what they stand for.
They’ve tried your competitors but they keep coming back to you. Your brand offers them exactly what they need and expect. They have a special interest or hobby that your brand participates in. You’re a part of their lives.
The difference between successful brands and those in 4th, 5th and 6th places in their markets is that they have more followers like the case above. They also know them and have a relationship with them.