Never Forget About The Happy Times

It amazes me how many brands seem to totally forget about the customer experience, and how even those that do make an effort sometimes don't realise just how important it can be.

Waitrose recently opened a store near our workplace, I've shopped at a Waitrose store maybe twice in my whole life. Yet, within a couple of months I am now a pretty loyal customer.

Why?

Well, because they have the most cheerful and engaging staff of any shop I have ever been to. They talk to you, smile and actually feel like they want to work there as opposed to being stuck there while they look for something else to do. (Many Tesco staff!)

I realised today that every time I leave that store I do so smiling. That has a huge effect.

It's not even a subtle thing, I've even discussed it with one of them in the store because it so vastly difference from the normal shop experience.

Whatever you are doing or paying them Waitrose, keep doing it. It is bloody fantastic.

Since this store opened I have become a regular customer in that store, and have ordered Waitrose goods online for the first time. Happiness sells.

The Sugar Dilemma

We all watch the Apprentice and see this mocked up Alan Sugar in a big tower (studio) with clever (stupid) business people (idiots) trying to win an important (ish) job with the mogul.

But I was thinking the other day, just how big and powerful is Alan Sugar?

He has a reputation for being the kind of no nonsense, no emotion salesperson that most agencies would hate to work with. He comes across as someone who puts features, name and price at the centre of the communications universe and has no time for anything even vaguely intangible or creative.

Which got me thinking. How many really successful Amstrad or Sugar backed products can you think of? (Amstrad computers was huge, but based on buying out and renaming Sinclair just as they started to decline) How many lasting brands has he built?

Amstrad computers sold ok, he sold them by mail order only and no-one really cared. His internet phones sold ok. Everything he does is adequate and makes profit; but nothing is ever truly successful.

It says it all that (as our Head of Planning Steve said) his biggest cultural impact on the country is as the 'boss' on a TV show. No product or brand he has produced has ever had a real impact. With some better agency thinking and creative, he could have been so much more.

You can say that he is successful, and yes he is. But he is just a wheeler dealer, a Del Boy made good. I can't help thinking that had he a better understanding of branding and how to sell using communication, he could have been a Branson.

Note: My aunt's shop is on tonights show. I shall cringe but also be kind of proud!

Floor it!

I've noticed that the slightly nifty 'clean ads' on pavements have started to get a little irritating. My 10 minutes walk from bus stop to office is now met by at least four of the things, and they are starting to lose their novelty somewhat.

Of course we need to find new and interesting ways to get our brand messages out there, but we have to remember that simply shoving logos and straplines at people wherever they look is likely to do more harm than good.

If we fill every little gap we find full of ads and brand messages, can we really be surprised when people stop paying attention to what we say?

Passion for life

I love brands that are passionate about what they do, it's why the two (relatively affordable) cars I'd like most right now (I.e.: When I pass my test..!!) are the Fiat 500 Abarth and the Alfa Romeo Brera.

So I was happy when Abarth's PR people contacted me and showed me The Scorpion Tales, a series about the story of Karl Abarth and his love of racing.

Sure the subtitles are small and the translation a bit off, but it reminds me just why it is I love their cars. The dedication, passion and unwillingness to accept second best.

There is a reason (besides his Ferrari/Fiat sponsorship!) that he owns a Fiat 500 Abarth. There is a reason why a love of Alfa's is about the only thing I agree with Jeremy Clarkson on. That reason is passion. Not just branded passion, but the stuff that truthfully goes through the whole business; the stuff that every brand should be aiming for.

Economies of Scale

I always feel rather mean criticising work for brands that generally do great work, and criticising ads that PR people have sent with genuine enthusiasm. But I just don't get the new Economist ad.

I mean, its nice enough. Far too long, but despite the nice visuals Let Your Mind Wander doesn't feel right to me as a line or idea. As a colleague here mentioned, they read it for a year and never felt like they were wandering: "no-one wanders through the economist. it's serious. much like you wouldn't wander through the stock exchange. you walk with purpose."

To me it's much more "Let your mind focus"...

So why talk about wandering? Well they clearly are going after a wider audience, people who want to understand this new crazy financial era, maybe wandering is more exciting than focus. But clarity, and understanding are far more compelling actual reasons to read the economist.

Sadly, its 'nice video, shame about the song' on this one...

Famous Rob's Review of 2008 Part Two

Sometimes brands get stuck in their way of doing things, and often advertisers get pulled into that trap. This award is for those who have taken big steps towards freeing their brand from bad ads...

MOST IMPROVED BRAND ADVERTISING

Winner - Microsoft

Traditionally Microsoft have been the butt of every Mac owners jokes, and also of PC owners jokes. Their branding and packaging has been at best boring, and at worst diabolical.

Over the past few years though they have made big strides, and this year saw two campaigns that really demonstrate a change in the M$ behemoth.

The ads with Bill Gates and Jerry Seinfeld didn't change the world, but it really boldly pushed Microsoft into a new territory. Self parody is dangerous, but they struck the fine line well.




(US version, can't see the UK cut)

Then they followed with a more upfront ad, but one that actually makes Apple look a little like the bad guy. It almost reminds me of 'being number 2' (as someone, possibly Northern said this year), Microsoft speaking from second place; a remarkable change to what has come before.

I'd love to think that this will continue, and that Microsoft will keep developing in the right direction.

Runner Up - Toshiba

One brilliant ad, compared to... erm I can't remember anything else they have done since ello Tosh. A dull safe brand brought bang up to date in a few weeks. That's an improvement I like. Also shows good progress at Grey, which is more good news.



Runner Up - Tango

BBH, as good as they are; have always struggled to make Tango ads live up to the quality of what HHCL did. It's always lived in the shadow of slaps and blackcurrant patriotism.

Not anymore. BBH have embraced their inner orange man and woken up a dying brand with the wonderful Save Tango campaign.

Welcome back Tango. Can Fist!

Seasons' Bleatings.

So, it's that time of year again. Christmas is creeping up on us like a stalker with Hush Puppies; shopping centres have already decorated themselves to the point of destroying the planet with lights and plastic decor, and the tv and radio are full of Christmas deals and offers. Yes. It's mid November.

The big question for me is this:

When is the 'right' time to start promoting Christmas? I mean, late November and you risk missing the boat. Late October (like DFS this year) and you risk being the brand that everyone screams "It's not bloody Christmas yet!!!" at.

Perhaps we need to see brands embrace progressive Christmasisation (now theres a word); in other words, start in early November with only a small hint of the season. Then gradually add tinsel, santa images and jingly music over the course of 4/5 weeks. That way you get in early whilst respecting those who aren't obsessed with all things red.

..what do you think?

Something that puzzles me

Why it that so many companies seem to believe their product or service is the most important thing in the world to their 'consumers'? I keep noticing it in ads at the moment, and it's quite an irritating trend.

For example: Specsavers. Yes, we know that glasses are expensive and people want to pay a fair price for them. But acting (as their latest ad does) as if buying expensive glasses can cause a nervous breakdown is overstating their importance just a little it seems.

Ok, so it's played for comic effect; but it feels like they mean it.

I hope one day soon brands are going to realise that no matter how aspirational they are, they are still selling products and services. Maybe by better understanding that they are not important they can fit more appropriately into peoples' lives and actually increase their importance by understating it.

What do you think?

Image from sisk-o.stumbleupon.com

Does Branding make you Branded?

One thing I've noticed (what with my fiancee's family being from Hong Kong) is that a huge number of products in/from Asia literally try to specify that they are a brand.

"Happy Boy Brand" "Lucky Star Brand"

Yet you wouldnt really get away with that here. You wouldnt see "Norwich Union Brand" or "Pepsi Brand Cola".

So I wonder what difference there is in the perception of brands that makes this the case, or whether it is in fact just a language thing.

Be Green to be Seen

Live Earth. An impressive showcase of acts highlighting a great cause. [Metallica. woooo!]
Two things I believe are worth saying about this: (>me. angry)

1. Shut. The. Hell. Up.

"Oh, but the lighting used a lot of electricity" "I bet they all flew there on private jets" "I dont want to change my lifestyle"

Stupid idiots. Its ok to be sceptical, but for goodness sake... surely you all see the BIGGER picture?

When your kids grow up in a world full of floods, extreme temperatures, and a lack of fuel; your self pitying laziness wont seem quite so impressive to your buddies.

Even if we have nothing to do with global warming (even the most sceptical of scientists would say that we have had some effect), its not like its costs you money to use energy saving lightbulbs. It saves you money. Oh pity you and the 10 seconds of effort it takes to switch of your tv instead of putting it on standby.


2. Brands have to be there first.

They rightly said that if people demand environmentally friendly goods businesses will provide them. Its true. But c'mon brands... you can see where the trends are going. You must see that being there early can only help your company in the long term.

Alright, you dont want to be seen as jumping on a bandwagon... but the only real bandwagon jumpers are the late movers. The quicker you act the more positive it can be for you.

Agencies should play their part too. You know that you can plant seeds in the brains of the brands you work with. You are helping them talk to the customer, and as soon as the customer is ready you must tell them.


"But my consumers arent asking for us to be environmentally active yet." Maybe. But do you close down your research and development departments just because no one has asked for your top secret new product yet? Of course not.

Put the Fun in Fundamental

There are plenty of advertising topics that don't get talked about enough.
Integrity - Honesty - (Real) Involvement

There seems to be a fear that being honest will lose money when in fact the opposite is true.

There are so so many ads and agencies that just dont understand people, and appear to have no real insight into making people involved with their brands.

Debate is going on here.

With a little luck. The debate should also come to plenty of other people next year... we will bring what must be said to those who must hear! :)

Britain. 12 Types of People. Thats it. No More. No Less.

GAH! Its ok to look at customers in different market groups or target areas; but why do companies insist on categorising the entire population of a country into 5 or 6 different profiles?

Faris pointed out a great article on The Register about a leaked Phones4U document which explains to staff the 12 profiles of people that enter their store. See if you can spot the patronising one...

Top Gear Tigers, for example are men between 25 and 44, who "work hard - for the cash", the briefing tell us. The Top Gun Tiger cluster size is 1.16 million.

Flashing Blade is a bloke between 15 and 24 who enjoys "going to the gym" as well as "taking risks, drugs and the odd street fight"

Scariest of all are Soccer Dads (aged 35 to 44), however. Soccer Dad may be getting on a bit, but he'll have Flashing Blade. He "lives and breathes football", likes Question of Sport, Parkinson, and the odd bet, and "like(s) to demonstrate... continuing youth and vigour, hate(s) losing face in front of his mates".

Top brands are Alpen, Crunchy Nut Cornflakes, Tag Heuer and Cobra beer. Soccer Dad is a good candidate for upselling, because his favoured mobile is, "chunky, with lots of gadgets they rarely use".

iPod Babe (cluster size: 1.567 million). Single 18 to 34 iPod Babe puts her career first, keeps in touch with friends, and holidays as much as possible.

iPod Babe watches Hollyoaks, Footballers Wives and Big Brother, shops at Lush and Starbucks, and is into Fuck Buddy Sex.

Yes. It really says that.

Wow, reminds me exactly why I dont buy phones from Phones4U anymore. Just the kind of management thinking that makes consumers hate brands, regardless of how accurate the profiles are to some people.

Buy Now - We Know Where You Live

While we are all here talking about brands and products; people over in Asia are making real progress in the definitions of what ads can be.

Take for example a guy named Chou Cheng-bao, supposedly of a Taiwanese gang; who sent what was effectively a commercial to a local station threatening to kill a rival gang member (and they aired it).

After all the talk of what brands can learn from Osama Bin laden (I'm sorry, I forget who it was that said it), here is another example to show that the underworld is ahead of everyone in marketing.

From Weird Asian News via Ad Freak

Have we Reached the Edge of the World?

Having just started reading "The World is Flat" (now i'm settled in the new house I actually have time to read the books i've had for ages!), it was very interesting to see how India and the growing countries have taken call centres and other such jobs, leading the world to in essence become a flatter place.

However, its very clear that many British consumers arent happy with having their calls routed to India. Whilst there are far too many bigots in this country, I do believe that this has nothing to do with race; my personal experiences of Indian call centres are of friendly helpful people who have no power or access to actually do anything with your enquiries.

In the news today they mention several big firms who are bringing call centres back to the UK as leaving them abroad is damaging their reputation and brand image. Natwest are one who make a big deal out of having UK call centres.

So, the question is. If the technology has helped make the world flat, will quality of service issues mean that brands are starting to fall of the edge..?