avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

Author Archive

Brand Strategy

4 Ways To Address Brand Decline

By

4 Ways To Reverse Brand Decline

Outside-in change is prompted by shifts beyond the immediate control of the brand. Those prompts could be competitive, reputational or sectoral. They could manifest in symptoms as varied as a drop in credibility, a slump in market share or a shift in profitability within a sector as a whole. Whatever the signal, these declines prompt a brand to make sometimes radical changes in a quest to re-set how it is valued by consumers and respected by rivals.

One or more of four outs usually apply:

  • You have been outpaced – you’re not keeping with up the changes in consumer buying patterns, expectations and/or attitudes. You need to shorten your reaction and/or development times or risk being left behind.
  • You have been outsmarted – your competitors have done something clever – an innovation or an improvement – that has completely changed how they compete. Consumers have welcomed the change. Now you must react.
  • You have been outshone – someone else has stolen the eye of buyers, and they’ve shifted their attention and their wallets. Chances are your profile and/or your story, or rather the lack of them, are to blame. You need to find new ways to be interesting or risk further relegation.
  • You have outraged – you did something stupid or failed to do something right, and now people are not happy with you. You need to do two things simultaneously: arrest the public damage; and address the internal controls that allowed whatever happened to happen.

In any of these circumstances, the brand is primarily looking for ways to stem losses and then to regroup and counter-attack. Both steps are important.

It’s critical to understand how you got into the position you are in. The overarching question is brutally direct, but critically important: “Why and where have we failed?” Management generally squirm at history lessons I’ve found – afraid they’ll turn into a witch-hunt – but unless the reasons for your decline are known and the pace of decline understood, it’s very difficult to know what to address in the marketplace and the speed at which that change must occur. If you don’t know, you will find yourselves simply throwing tactics at your competitors in increasingly desperate attempts to slow the damage.

Read More
Advertising

Rethinking The Agency Creative Department

By

Is it time to rethink the agency creative department?

I enjoy seeing people poke business models, but it’s important that when you look to disrupt a business that you do so without assumptions. The call by Marc Ruxin of Universal McCann to rethink the creative department of ad agencies is a great idea but my sense is that his suggestions still assume the battle is for attention, and that winning that attention and holding it via great content, well presented, is critical to achieving consumer preference.

The noise preventing that, he says, is formidable. Brands are trying to get their messages heard and acted upon in an environment of 150 million tweets a day, 700 billion minutes a month on Facebook, 300 million global players of Zynga games, 200 million Daily Deal subscribers…

I’m far from convinced though that attention and preference are a linear progression. And I think we need to insert at least three further filters into that zig-zag of decision making: notice, consider and purchase. You may gain a consumer’s attention momentarily, but until they choose to escalate that attention and actually take notice of you, there’s no way they’re going to consider you, never mind prefer you – and even then, they may not buy.

It seems to me Mr. Ruxin is still trying to run an interruption model based on see, want, get. I feel he still thinks content is the make or break, and he’s now looking to adapt that model to fit the new channels that consumers now occupy their time with. That doesn’t so much require a rethink of the creative department as it requires the creative and media departments to rethink their approach and to adopt new skills. Not quite the same thing.

In his article, the author suggests: “It is a new world: Brands + Skillfully Placed Media Investments + The Right Platforms + The Right Partner + The Right Offer = Creative Success” Two things about that. I don’t think that’s a new world at all. That equation doesn’t look any different from the way it looked when I started in advertising – it’s just that the media, platforms and partners themselves have changed. And there’s no reason to believe that ‘Creative Success’ is the result anyone should be seeking anyway. That’s an agency metric, not a commercial one.

Read More
Brand Awareness

The Quest For Brand Awareness

By

Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.

It’s always fascinating to compare how you see your place in the market with how others see you. If you’re in a very small market like New Zealand and you look out, you see the whole world before you. There seem to be endless opportunities.

But step around to the other side of the world and look back, and you see a market like New Zealand from a completely different perspective. It seems small and hard to find.

The issue of course is not specific to place brands. It’s applicable to all brands that are small in comparison to the scaled markets they would like to reach. The brands themselves see a panorama. The world looking at all the choices available to them from so many sources discerns barely a speck.

This is quite literally ‘funnel vision’. Your perspective depends entirely on what end of the funnel you are looking from – the scaled end or the narrow end.

The only way that situation can change is when the brand at the narrow end finds ways to increase its profile and presence, so that it literally looms larger in the minds of those far away. Search and social media can help do that. Partnerships and supply chains can also add proximity.

Read More
Neuromarketing

The Real Brand Power Of Endorsements

By

Schemas are hugely powerful brand influencers

The purser on the plane this morning reminded us as we landed that the airline had just won two industry awards. She didn’t name them but the point was made. Endorsement brings that extra degree of confirmation that we as consumers have made a good choice. It plays to our collective wish to make wise purchases. It tells us we got it right.

The lack of specifics doesn’t matter. Schemas – the snapshot opinions that we form of people, places, things – are hugely powerful influencers. They help us navigate too many choices, too many questions, too much conflicting information, too little time. They motivate us to engage.

Without realizing it, we form schemas for almost everything. Some are positive. Some are negative. Some are unjustified, either way. But the most common one is actually blank. It says “I don’t know what to think”. People literally don’t have a clue.

Read More
Brand Growth

How To Keep Your Brand On Top

By

keys to brand growth

Well, the IPO for Fitbit got off to a flying start, but will it last? Can the company continue to grow at the rate it has? Here’s the good news. This certainly looks like a market on the march. According to the Guardian, 16 million fitness trackers were sold globally last year, with just under 34 million expected to ship this year and 56 million in 2018. So, on the face of it, plenty of organic growth. But while noting that the company’s launch on the New York Stock Exchange is one of the biggest IPOs of the year and that the company is profitable, The Economist believes the company faces an uphill race.

They’re not the only ones. In fact, a number of articles on the company’s future performance, including this one, raise questions. The thing is that at least some of those questions apply not just to Fitbit but to all sorts of brands, particularly those doing well at the moment.

So if your brand is on a tear, here’s some things you might want to ask…

What’s the next success? Fitbit has certainly grown strongly and the uptake of tracking wearables has been significant, but with suggestions that one-third or more consumers abandon their devices, customer acquisition won’t keep the numbers up forever.

Querying whether Fitbit will go the same way as the Palm Pilot, Vauhini Vara asks if the big players like Apple will simply take over. In the same article though, she notes that GoPro is managing to hold its own after IPO, with its cameras continuing to be popular and the company announcing plans to develop drones and virtual reality capabilities.

At some stage, Fitbit is going to have to find ways to lower the drop-off (if indeed it is anything that high) or broaden its offering. Perhaps, that’s the challenge of marketing a product that seeks to change habits. In time, a high number of people will revert to what they used to do. But broader than that, it’s symptomatic of a world where the timeframe from hit to has-been continues to contract.

Question: What has your brand planned for next? How will you capitalize on what works? Why will that feel like a natural extension of the relationship that your customers already have with you?

Answer: Your purpose should provide clear guidelines for future development. By thinking of itself as an adventure company and not a camera company, for example, GoPro has extended its development license considerably. It can literally look for new ways to give people experiences they haven’t had or never thought they could have/share.

Read More