Pinterest: A New Way to Market Your Brand
There are many websites out there that help us find the things we are interested in such as Google and Stumble Upon, but recently there has been a growing interest in organizing these likes and interests on one platform. And that’s where Pinterest comes in, and as it grows in popularity more than just its individual users are reaping its rewards. Brands too can benefit from Pinterest, as it has become an innovative way to share information, ideas, and more importantly products, and brands.
According to its’ website, Pinterest “lets you organize all the beautiful things you find on the web.” Pinterest is made up of many different boards, which have an overlying topic such as “Recipes” and “Fashion.” Each user’s board acts as a virtual pin board, where they can pin pictures, articles, or anything of interest from the web or uploaded from their computer. Users are using their boards for everything from redesigning a bedroom, to planning a wedding, to making a collage of favorite fashion designs.
Pinterest has become an innovative way for businesses to get their name and products out there. Because it allows users to share and gain information with ease, it makes the spread of ideas and information easier than ever. If a business has a product pinned on a very popular board, other users are likely to see the pin and click it which will take them to the business’ website. For example, if you see a pair of Nike tennis shoes pinned to a “Shoes” board and want to buy them, all you have to do is click the picture and you will be taken to the website where they can be purchased. Unlike Facebook, Pinterest does not have the option to create a corporate account, which can actually help a brand. With no corporate accounts, brands are not able to pin their own products, so customers must pin them instead. Customers pinning about a brand’s products instead of the brand pinning about its own products may be more effective. Customers tend to listen to and trust fellow customers more than a large brand. If they see a product they like that another user has pinned they will probably be more likely to purchase it because it is being promoted by another person like them, not a large brand. Pinterest is a new branch of social media that brands should take advantage of. Brands can capitalize on Pinterest by encouraging customers to pin products they like, which shares the product with the millions of people on Pinterest and is free marketing. Many brands may discover that they gain a great amount of recognition and business by letting the customers do some of the promoting.
Contributed by Keena Classen
Pros and Cons of User-Generated Content
As the role of user-created content becomes more and more relevant, it is important for companies to consider whether to follow the trend of putting their brand into the hands of users or to keep the reigns tight on their marketing strategy. So, what are the pros and cons of letting your customers speak for you?
Pros:
Authenticity
By outsourcing publicity to real customers, a brand can appear more legitimate from the eyes of a consumer. When customers express sincere opinions of a brand, whether it is organically (social networks) or through testimonial campaigns, they are sharing experiences and opinions that can’t be made up, which makes a brand feel authentic. Because consumers are telling stories at their own free will, the message is fresh and serves as an honest testament to a brand’s quality and popularity.
Personal Connection
When a company’s communication strategy includes user-created content, it allows the brand to sit amongst its audience and act as a peer, rather than a business looking down on the world. When communication efforts are more conversational by way of Facebook and Twitter, it gives the message a personal quality that is hard to capture with traditional advertising. In any situation, it is more comfortable to be “talked to” than to be “talked at”.
As a relevant example of a brand correctly leveraging consumer enthusiasm and input, Dorito’s annual “Crash the Super Bowl” contest gives real customers a chance to share their ideas to promote their favorite snack brand.
Cons:
Control
A lot of brands are afraid to shift the power to consumers. You don’t know what you’re going to get when you turn your brand over to the masses – it’s an easy way to feel the burn of user-generated content. And the amount of time it takes to sort through consumer-created content is no simple task. Successfully using content created by customers requires around the clock supervision. Mismanagement can lead to false rumors and confusion, which can be devastating for any brand.
Honesty
Honesty isn’t always a good thing. Exposing your brand to honest customer opinion can create vulnerability. While dissatisfied customers used to be limited to word of mouth, they now have the option of instantaneously posting their thoughts for the world to see. Allowing users to speak their mind will always yield a degree of negativity, and any attempts to censor that conversation can backfire.
Lowe’s and Chiquita both recently came under attack for business decisions related to user-generated content. Both are great examples of how the freedom of consumer speech can sometimes be more pain than glory.
Takeaway:
We can all agree that consumer integration and interaction is a great opportunity for any brand. But it’s easy to get in over your head. The key is to not overdue it and make sure every initiative and platform is well managed. And most importantly - have fun connecting with your audience. Showing passion and enthusiasm will lead to have a positive experience.
Contributed by Christy O'Keefe.
The new Carolina Panthers: A good look?
The Carolina Panthers subtly introduced a new evolution of their logo this week, and I must say as a diehard Panthers fan (and a seasoned graphic designer), a part of me cringed. Don’t get me wrong, I’m not opposed to a change and the new identity isn’t necessarily worse off. But it’s the opportunities that were left on the sketching room floor that really get to me.
Starting with the wordmark – there is no doubt in my mind that the scratchy script font from the early 90's needed to be updated. When locked up with the icon, the contrasting styles made for a visual focal point battle. But the change to a generic sporty serif is ubiquitous among a thousand other teams. A prime example of opportunity left hanging.
And then there is the icon. To begin with a positive – retaining the overall angle and shape allows for a connection to the previous brand while incorporating sleek lines that add a modern touch. Conversely, the sleek lines diminish the strong jaw line and defined fangs from the previous icon. But the most disappointing part has to be the angle of the panther's left eye. I understand the idea of perspective illustration – how one eye would be smaller than the other – but given this angle the outcome is too polarizing, making the overall appearance of that eye to seem lazy. It’s difficult to appreciate the new design with a lazy eye starring back at you…
At the end of the day, this, in combination with new team jerseys, will result in more merchandise and apparel sales, which will be great for the organization. Hopefully that small part of my inner panther fan that perished with this new logo will be resurrected when we finally get a ring… even if the new logo is on it.
Contributed by Nick Irwin, Senior Graphic Designer
Walmart Creates Own Version of Reality TV Show
Recently, Walmart has announced its own version of a reality TV show called “Get on the Shelf.” This new program is run by @Walmartlabs’ social media and ecommerce division. So exactly how does the “Get on the Shelf” program work? Walmart has welcomed all companies to submit a submission video online about why their product or products should be sold at Walmart. Fellow shoppers can go to walmart.com and vote for the products they like the most. The 3 products that receive the most votes will be sold on walmart.com, and the product that comes in first place will also be featured on the homepage of Walmart’s website.
However, there’s a twist. Along with their product idea, companies must also submit a video in which they must sing about their product or products. The “Get on the Shelf” program is set to begin the day that the latest season of American Idol premiers, which a spokesperson for the company says is a “coincidence.” Although not done purposely, the premiere of American Idol may help Walmart’s competition. If Walmart uses smart advertising and marketing techniques and is able to get people to associate the two shows with one another, people will remember to vote for “Get on the Shelf” as they are dialing in their votes for American Idol. The contest may also draw shoppers to Walmart.com and into Walmart stores. After voting week in and week out for a product, a customer is going to want to try it, and since they have seen the product on Walmart’s reality TV show, they are likely to go to Walmart to purchase it.
The competitors on the “Get on the Shelf” program are allowed to get voters anyway they like, and Chris Bolte, the Vice President of @WalmartLabs, says that this is part of the competition. Walmart will be watching how the top competitors get their votes, whether it’s through advertisement, social media, or word of mouth. Walmart may pick up some valuable marketing techniques that may ultimately help to get customers in the door in the future.
So how will “Get on the Shelf” impact the Walmart brand? The “Get on the Shelf” program is innovative. Never before has a brand like Walmart asked customers what they want to see in stores and online. This competition will lead customers to see the Walmart brand as a brand that listens to customers and puts customers first. A competition like this may place it above competitors like Target, who have not yet reached out and asked customers what they would like to see in stores. Consumers are drawn to companies where they feel valued, and the Walmart brand is using the “Get on the Shelf” program to show customers how highly they value them. Many other brands like Walmart, may also start to make an effort to reach out to customers in order to enhance their brand. By playing a more active role in choosing what products a store sells, customers are likely to get exactly what they want, making them satisfied and much more likely to return.
Contributed by Keena Classen
NFL Brand Playoffs
In the upcoming round of the NFL playoffs, four teams will face off for a chance to play in the Super Bowl. But if it were a contest of brand strategy, which two teams would most deserve to compete on February 6th?
Names:
In the renaming of the New England Patriots in 1971 (originally the Boston Patriots), the Pats went from representing exclusively Massachusetts to encompassing New Hampshire, Vermont, Maine, Rhode Island, and Connecticut – a move that helped expand the brand’s fan base. The name ‘Patriots’ reflects back on the foundation of our country, when we valiantly defended our rights in a struggle for independence. By tying themselves to a national sentiment, the Patriots have a name that evokes emotion – fierce pride and loyalty – which can be felt from the entire nation. The name provides an avenue for traditions like The End Zone Militia (firing guns after a New England touchdown). The kind of traditions that develop loyalty and passion.
The Baltimore Ravens are named after the famous poem “The Raven” by Edgar Allen Poe, who spent his last few years in Baltimore. Personally, the poem doesn’t exactly bring to mind the ruggedness that a football game should carry. And ironically, Poe’s biography mentions the fact that he considered himself a “Bostonian”, not a Baltimore native. Nevertheless, a raven is not an animal to be messed with.
Logos:
The Patriot’s Logo is strong, simple and patriotic. It is recognizable and speaks to the dominance of their team by using bold colors and sharp lines. Using the colors of the American flag reinforces the national prominence of the team and reflects their strength and determination.
The Raven’s logo represents winning characteristics – bold and strong. While the logo may clearly be a raven, it lacks any personal or human connection. Alex Barrett, a writer for The Bleacher Report ranked the logo 26th in the NFL - “Despite the great purple / gold color scheme, we have a casual looking bird with a beak way too big and cheeks that look like they’re storing nuts for the winter.”
Winner:
With a stronger logo and a name that evokes pride and loyalty, the New England Patriots get my vote for the AFC Champions of branding.
Names:
The New York Giants, named after the baseball team formerly located in the Big Apple before their move to San Francisco in 1957, have one of the more abstract names in the NFL. While the name may have meant something to the baseball team, for the football team it is simply a hand-me-down. It may be seen as intimidating, but the name ‘Giants’ does not evoke any meaningful emotions on its own.
The 49ers, in a similar way to the Patriots, have history on their side. Their name brings to mind the glory days of the California gold rush, when there was nothing but hope of riches and a pioneer spirit. Again, this is something fans can reflect upon, which helps create a stronger connection to the team. However, the historical reference is not an obvious one, and without an understanding of the background you might wonder about the strange name.
Logos:
It’s difficult to illustrate an actual ‘giant’ in a logo, so New York leverages its initials in the design. But the lowercase letters and simplified design seem to contradict the message in the name. While “Giants” implies strength, intimidation and stature, the logo makes the team feel small and unassuming. Barrett argues that the team should have stuck with their old logo, “I didn’t much care for the logo from 1999 that looked exactly the same, but just spelled out ‘GIANTS,’ but looking back I think it was just a bit better.”
As with The Giants, making a logo for a name like 49ers is a challenge. To me, this logo doesn’t say “intimidating football team” - it could be a logo for anything. Barrett, however, finds merit in its simplicity, “I have always been a fan of the burgundy and gold color scheme. It is plain, yes; but it is also classy and one of the only good ‘oval’ logos left.”
Winner:
It was a close one, but the 49ers win by a margin for the historical significance of their name and for the bold simplicity of their logo.
Patriots vs. 49ers?
As far as the 2012 Super Bowl of branding goes, I have to go with the Patriots. I think the history behind their name and the boldness of their logo are unstoppable.
Did I mention that I'm a Pats fan?
Contributed by Christy O'Keefe
Iconic Brand Files for Bankruptcy
As many of you may have heard, Hostess, the maker of Twinkies, Ho Hos, Wonderbread, and many other food products we all know and love, has filed for bankruptcy. Hostess, who also filed for bankruptcy in 2009, has been fighting $860 million in debt. But do not run out to your local grocery store and stock up on all your Hostess favorites yet, Hostess has assured customers that they will continue the production of all of their delicious products.
So where does the future lie for the Hostess brand? Although filing for bankruptcy may be upsetting to the millions of Twinkies, Sno Ball, and Ding Dong fans, it is likely that it will not hurt the Hostess brand. As Maureen Farrell from CNN points out, today the internet allows people to buy anything they want and people want products made by iconic American brands, Hostess being one of them. Companies recognize this demand, and are eager for the opportunity to buy brands such as Hostess. They see an opportunity for growth and hope to revitalize iconic brands with the development of new consumer products. Companies such as The Sharper Image and Polaroid have both been revived by buyers who have expanded the brand to new areas to bring in more money.
I feel that filing for bankruptcy may be a blessing in disguise for the Hostess brand, as it may lead to much overdue change within the brand. Hostess, which was started in 1925, does not seem like it has changed much since. With society’s needs and wants constantly changing, a brand must also change to fit these new demands. Although Twinkies, Ho Hos, and Sno Balls have brought great success for the brand, I think new products or new additions to existing products are needed to draw customers. The Hostess brand is strong and the American people know what the brand stands for, but with new products being put on the market every day the Hostess brand has a lot of competition. Today the new, innovative products are the “must haves” and are usually the products that are craved by consumers. If Hostess can mix things up and give old products a new twist, it may once again produce “must have” treats.
Contributed by Keena Classen
Branding Politics
How are branding and politics related? Does a political candidate as an individual constitute a brand? Should maintaining a candidate’s brand be at the forefront of campaign strategy? There are mixed reviews from experts in the industry, but in today’s political climate it’s impossible to ignore the importance of a candidate’s logo, slogan and brand identity.
“…getting a politician elected might be the ultimate marketing/branding challenge.” M.B. Moore, Infopop Corporation
Based on the efforts of potential 2012 presidential candidates, it is obvious that branding has become a part of political campaigning, and an important one at that. Political campaigns have all the ingredients necessary to create a brand – every campaign has a name, most have a logo and one would hope that all have a message behind which voters should want to stand. The Obama 2008 campaign may be one of the more successful examples of political branding. Using repetition and simplicity, the iconic logo of the campaign, "really changed the way in which design can be used effectively for a candidate," says Debbie Millman, president of the design division at Sterling Brands. "He had a really powerful message--that 'change' message--and he repeated it over and over and over again. The consistency of that identity was even stronger than the identity itself. He owned the idea of change."
While Obama’s campaign seems to represent the gold standard of branding strategy, the Republican candidates of the 2012 election fall short of branding success despite their efforts. According to experts in the graphic design industry, "Nobody (in the race for the Republican nomination) is taking the branding seriously," Millman said in an article published in AdWeek in November. The logos behind the leading candidates lack the inspiring confidence of Obama’s rising sun.
AdWeek ran a piece recently asking creatives to critique the current political logos:
"The 'R' is really awkward. It looks like it wants to fall over, without that leg to stand on." –Karl Gude, graphics editor-in-residence at Michigan State University
"Ron Paul's identity system rivals Verizon's for the winner of the busiest logo award. It also looks like a slasher took to the letter 'A.'" – Debbie Millman, president of the design division at Sterling Brands
"A nice reinterpretation of the Hilton logo. Did they provide him with a swag donation for his campaign?" –DM
"His branding and website look like a banking identity. Is it intentional?" – DM
"It's sort of nothing. It just looks like a big pill that you take." – Scott Stowell, founder of the design shop Open
"I'm seeing 'Rick Sant,' and then 'Rum' on the right. Unless you know Rick Santorum, you wouldn't know that's an 'O.' You think his name is Rick Sant and he's into rum." – KG
In addition to logos, the verbal behind a candidate’s brand is a core part of their campaign success. Mitt Romney has branded himself as the anti-Obama candidate. While this message has gotten him wins in both Iowa and New Hampshire, what happens in November will be the true test of whether this identity proves successful enough to persuade voters to oust a sitting president.
Ron Paul, although not the likely winner of the GOP nomination, provides an interesting case of brand identity. As one of the oldest candidates to ever pursue the presidential office, his message and brand appeal to younger voters for their unorthodox nature and outside-party alignment, proving that with the right message a brand can appeal to unexpected markets.
Contributed by: Christy O'Keefe
Google’s Cover Band
Uh oh. Looks like Google Music showed up to the party wearing the same outfit as iTunes. Unfortunately for Google, the outfit looks better on iTunes. Not to mention Google brought the less attractive date (Google+).
For anyone who isn’t aware, Google recently launched its much anticipated digital music application, Google Music (original name, I know). Finally another music marketplace to rival iTunes – sounds great. But what makes Google Music different? Well, song costs are comparable to iTunes and the layout isn’t anything new. And unfortunately Google wasn’t able to get Warner Music Group to sign on the dotted line, which leaves a huge hole in their music offering (Cher, Cee Lo, Diddy, Green Day, Van Halen, to name a few). But Google knew all of this before launch, so I was curious to see how it would position itself in order to get consumers excited.
So what does make Google Music stand out? The short answer is: Nothing. After taking a look around the application, Google Music seems to be positioning itself as the “instant-anywhere, shareable music place.” It sounds accurate, but is it unique? Let's take a look.
- Instant-anywhere – This is no longer ownable. Although it’s extremely important, the ability to download songs and instantly listen on any device has become an expected feature. As a player 8 years late to the game, it’s unrealistic for Google Music to position itself around this idea.
- Shareable – This is a more interesting approach. iTunes is not known for being a social proponent, so there is some opportunity here. Google Music does have some cool share features; however, everything links to Google+, which has been a social wasteland since its launch. It also doesn’t help that Facebook’s strong partnership with Spotify seems to be changing the way people share and discover music.
All in all, Google Music isn’t giving consumers a strong enough reason to switch to their services - just an eerily similar alternative. They have a foundation, now they just need to find their niche and own it.
Fashion Brands Utilize Social Media to Gain New Loyalists
In the world of branding there is one thing that you can always count on; the desires of your consumer are ever-changing. In today’s economic climate the brands that survive are those that are so innovative that they meet the desires of their consumers before the individual even discovers their desire. As we prepare for the end of the 2011 year one of the many brands to position itself in this manor is Burberry.
During the past decade Burberry utilized the power of British celebrities to build a brand image of luxury, class and sophistication. While each of these words ignites positive associations, today’s consumer yearns for an innovative brand that promotes a savvy image. With this knowledge, the past year has brought us a true evolution of the Burberry culture. In February of this year they became the first ever retailer to provide a live stream of their runway show. From the center of London’s Piccadilly Circus to flagship stores throughout the world millions of viewers had the ability to watch the premier of the 2011 Fall Collection. Suddenly, the average consumer in the middle of America was privy to the same viewing party as Anna Wintour, the editor-in-chief of Vogue Magazine.
To luxury retail consumers this endeavor was more than a simple live video stream. It was an unheard of, powerful, thought-provoking move that Burberry used to let the world know they're listening to consumers and they're ready to meet our desires in ways we never thought possible.
As an avid consumer of all things fashion, Burberry tops my list as the most impressive retail brand of the year and has me yearning for more. Their visionary way of reaching consumers has reignited my affinity for the brand and faith that they will continue to provide an unparalleled retail experience.
Contributed by: Brandi Sheehan
Am I overreacting?
We've all been through it before. We come across a personal issue, over-analyze the situation, and then respond with an unnecessary reaction (whoops...). Well, the same thing can happen to brands. We call it, over-branding. And it happens to the best of us...
Over-branding
Over-branding often occurs when a company recognizes an issue, tries to resolve the issue, but reacts excessively. To Netflix, this sounds all too familiar. Due to a rapid decline in stock prices, Netflix announced it was going to split its services into two brands: Netflix and Qwikster. Good move? Ask Netflix. After assessing the situation a bit more (and hearing the public’s reaction), the company “qwikly” learned that two brands aren’t always better than one. Shortly after the split was announced, Netflix decided to terminate Qwikster before its launch. Better late than never.
Sometimes over-branding might occur for reasons that aren't as clear. We are all familiar with Comcast’s rebranding as XFINITY. Looking back, it’s difficult to determine a clear motive for the rebrand. As one of the most successful media tech companies in the U.S., Comcast was (and is) a popular household name. Over its long history Comcast developed a strong and positive public image, so why would a company want to move away from a name that held an immeasurable amount of equity? And it is evident the rebranding effort has confused a number of customers. One of the FAQs on XFINITY’s website asks, “What makes XFINITY different from the service I currently receive from Comcast?” Good question.
Moral
Everyone can agree that branding is crucial for the success of a business. But it’s even more crucial to make sure it is done correctly. Here are a couple of things to consider when developing your brand:
- Keep it simple. A common obstacle with branding is over-complication (see examples above). As a brand advocate, it’s easy to get caught up in the intricacies of your brand - many companies want every detail to be showcased. Be sure to prioritize when addressing your audience. It’s important to keep things consistent, clear and concise.
- Seek out a pair of fresh eyes. Strong brands have passionate employees who often times see things through a company lens. It is always important to get a third-party’s opinion – someone unbiased, trustworthy and knowledgeable.
- Think it through. Over-branding is often a result of rushed decisions. A new brand name, design and/or strategy is something that will touch every piece of your business. Take time to make sure your decisions make sense from every angle.