What's In A Name?

A powerful and iconic global brand name is one of the best equities a company has going for them…right?

Well not exactly.

In today’s ever-changing world where brands and companies are routinely bought, sold and merged, what happens to a business – once part of one of the most famous brands in the world – when it is sold into the world or private equity as it tries to re-invent itself under a new brand name?

How do customers respond?

And more importantly, how do the employees of that business respond when they suddenly find they are no longer part of an iconic brand, but now part of a start-up business with a new identity and a famous past.

You say this doesn’t happen. Well it does. Read on.

Before I dive into the story, let me give you some background flavor. Let’s go back to the late 1990s. I was part of the marketing and branding team for Burmah Castrol working in their Americas lubricants business on well-known motor oil brands like Castrol GTX and Castrol Syntec.

One day I came to the office to learn that our 99 year old company had been sold to another globally famous company – British Petroleum. What would become of the Castrol name I thought? Would Castrol GTX now be known as BP GTX. Well the answer was no – although we did give it a lot of thought (but that’s another story!)

The Castrol name would continue to live on as the flagship brand for BP lubricants globally. So to consumers and customers it was still Castrol GTX, but what about to legacy Castrol employees? They still fancied themselves as working for Castrol and seemingly had little desire to embrace the BP name, heritage or culture. Over time (2-3 years to be exact) that eventually did change, particularly when the Castrol name was replaced by the BP logo on the outside of the building and on their paychecks.

That was then…so lets fast forward about ten years.

An iconic American company famous for imagination and bright ideas – let’s call them ED for this story – sells off a small piece of its business to an investment group. The business has been very successful and has been in the market for over 50 years and is well entrenched as a global technology leader in the industry.

The investment group changes the name of the company to INNOVATE (not the real name) and continues to position itself as global leader with a legacy of innovation and market “firsts” – with subtle ties to its heritage as an ED company.

It was right about this time that INNOVATE hired me to help drive their brand awareness around the world externally to customers and internally to employees. In the first few weeks on the job, I could see that INNOVATE had done a good job rebranding themselves with marketing collateral, on the web and across most internal and external touchpoints. This looks pretty good, I said to myself. They have a good brand positioning in place. Maybe I just need to sharpen and push this positioning externally and we’ll be in the right place.

Now that I was feeling good about the external communications, I figured I should do an audit of how the new brand message had been pushed out internally to employees. In the past, I had luck with internal surveys – they had always provided good insights on the strength on how employees spoke to the brand. So I decided to poll employees of INNOVATE to see what they thought their brand stood for.

“Please complete the following sentence for me,” was my first survey question. “INNOVATE, a global industry leader, is positioned as blank?” Clearly I expected most to 'fill in the blank' with something connected to the brand positioning that had been put in place.

“…formally part of ED,” was the first answer.

“I just tell customers we used to be with ED,” was the second response.

“Just sold off by ED and rebranded under a new name,” was the third.

On this went as I polled over 50 people from all functions and regions of the organization. At the end, I could count on one hand the number of people who provided a response not like the first three.

So here was a new organization, that had spent time and dollars to rebrand themselves, they had used resources to develop new materials to communicate externally to customers that their name had changed, but they had neglected to drive awareness among their most important audience – their own employees.

In the end, it is critically important for your employees to wear their brand on their sleeves. They are the best brand ambassadors and advertisers a company has – especially in B2B markets which INNOVATE was part of. They are the ones talking to and conducting business with your customers all day.

When your own employees believe in your brand and can communicate its story and the value the company delivers, it makes BrandSense.

When they are not on board, they are left to make up their own story, or gravitate to what is familiar, or easy. Everyone knew what ED stood for – it was comfortable and well known. Like saying I play baseball for the New York Yankees. But no one knew anything about INNOVATE because it was new, unknown and unfamiliar. So when your own employees can’t say what their company stands for – your brand message is compromised.

And that makes Brand NonSense.

UMPOD

Early in my career Jerry, the marketing director at my company, came to me and said we need to develop a UMPOD for an upcoming new product launch.

“Sure,” I said. “I’ll get right on it.”

There was only one problem. I had no idea what Jerry was talking about.

UMPOD…what exactly was that? I had never heard the term before. Since this was in the early 90’s I couldn’t Google it nor could I relate it to some new product extension of on iPod because they were still 6-7 years away from hitting the market for the first time.

So with nowhere to turn I just decide to forge ahead as best I could. But I didn’t give up trying to figure out what this UMPOD thing was. Over the next few days I tried to slip the UMPOD reference into discussions with my marketing counterparts to see what they could tell me.

“You know,” I said to one of our brand managers, “Jerry has asked me to develop copy for a new UMPOD. I really have some good ideas and I can’t wait to get started.”

“Yeah, he really likes those UMPODs,” was the response.

As the day went on I received similar responses from others on the marketing team to my UMPOD references. This was getting me nowhere.

Stay calm I said to tell myself. I could sense clouds of doubt starting to creep towards me. Okay, so maybe I wasn’t going to be able to figure out this UMPOD thing, but perhaps I could develop a different approach for Jerry. I knew he wanted this for that new product launch and I knew the product had a newer, patented technology that comparable products didn’t have. Why don’t I start by writing about that? And I also remembered that we had just finished some field testing on this product and we had data that showed how it outperformed competitive products. I just needed to find that data to see what products it had tested against.

I found the results from the field testing and it confirmed that our new product would have some points of difference when it hit the market. So I put my copywriting hat on and started to formulate some good sell copy that would promote that distinction and establish a good value proposition for the product that could be integrated into all collateral and advertising touch points.

So maybe I hadn’t cracked the case of the UMPOD, but I at least felt good that I had developed a good value proposition story for the launch that called out some good points of difference. In lieu of that UMPOD, I at least had something to give to Jerry.

Since we were still a few years away from email correspondence, I walked to Jerry’s corner office the next day and handed him a copy of what I had developed.

He took my offering in his hand and swiveled his chair around to face towards the window as he began to read it. I had written about a page, but it seemed to take forever for him to get through it. This didn’t feel good, I thought. I looked towards his office door and wondered if I could bolt through it before he turned his chair back towards me. I don’t’ know...it was about nine to ten feet away. If only it was casual Friday and I had my running shoes on…

As I continued to contemplate my next move, Jerry spun back towards me and flicked the paper on top of this desk.

Always a fast thinker, the word “Sooo” came out of my mouth half spoken as a statement and half as a question.

Jerry paused. Then he spoke.

I was looking to get a good UMPOD out of you. But instead I get this?

“Jerry, uh…let me …,” I started to mutter not knowing where I was going.

“This is not good,” he interrupted, “it’s …actually…one of the best UMPODs I ever seen. You know, I see so many brands out there without a good one it’s just unbelievable. Why anyone would launch a product without one, well that’s just Brand NonSense. Good job.”


...oh by the way...if you haven't yet figured out what UMPOD stands for, its 'Unique and Meaningful Point of Difference.' And its something every product or service should have to differentiate it from competitors. And as Jerry said some years ago...if you don't have one--its Brand NonSense.

I'm Baaack

Ok, so its been a while…4 years to be exact…but I just wanted to make sure that this blogging thing wasn’t just some passing fade before I made a full time commitment to it. But now I’m back and in the coming days / weeks will be adding some new reflections on the word of brands and the things marketers do to enhance them…and tear them done.

The latter, of course makes no sense, which is why this site it called Brand NonSense.

On The Go...Or Slow Go

A few months ago in this space, I served up a recipe for a full Thanksgiving dinner that could be fully prepared in a total of 9 minutes. I did this as a service for the new generation of “on the go” chefs who have become accustomed to routinely delivering quick meal solutions. I received several responses from fellow bloggers who were dismayed and taken back at the idea of a quick serve Thanksgiving meal. But what I found most interesting was that no one seemed to think THEY were an “on the go” chef. In fact, many seemed a bit angered at the thought of being lumped into this group – especially on Thanksgiving.

Nonetheless, the “on the go” cooking lifestyle has been driven by the needs and desires of consumers for many years. It is not a new trend at all. More than ever the food industry continues to innovate towards products that offer maximum convenience and ease of preparation, while maintaining “made from scratch” quality. And we all know this trend is not going to change. It is just going to become more accelerated thanks to advances in food technology and brand innovation that is focused on making products better and easier to use.

And guess what. These industry trends and product innovation may be transforming you too into an “on the go” chef. It may have already happened and you just don’t know it. Okay, maybe you are not ready to accept this classification on special holidays just yet, but you may already be closer than you think based on your everyday cooking approach.

So to determine if you are an “on the go” or “slow go” chef, I have created a short quiz. Try it. It’s as easy as boiling water (assuming you remember how to do that!).

Questions 1-10: please answer “Yes or No”.
1. Have you ever broken open an egg? (and dropping one on the floor doesn’t count!)
2. Have you ever purchased “Standard” Quaker Oats Oatmeal?
3. Did you even know there was a “Standard” Quaker Oats Oatmeal?
4. Do you ever worry that you left the house and forgot to turn off the oven?
5. Have you ever opened the Joy of Cooking?
6. When you feel like making mashed potatoes, do you check first to see if you have any potatoes?
7. Do you own a mixing bowl?
8. Have you ever simmered anything?
9. Have you ever made Macaroni and Cheese from scratch?
10. Did you know that preparing Kraft Macaroni and Cheese is not considered “making it from scratch”?

Questions 11-15: please choose A, B or C
11. A rolling pin is: A) something that occurs after a nice shot at the bowling alley, B) used in the kitchen to roll dough, C) something I saw my mom chase my dad around the house with once when I was young.
12. The last time I turned my oven on was to: A) heat up a left over slice of pizza, B) cook a meatloaf, C) take the chill out of the house.
13. There is nothing worse than arriving home at dinner time only to realize your: A) flat screen TV is not working, B) dog has run away, C) microwave is not working.
14. Dice is: A) a gambling game played extensively in Las Vegas, B) cutting cube-shaped pieces especially of meat or vegetables, C) what you roll to play Monopoly.
15. On average, the time I spend making dinner is best described as A) around 30 minutes but I wish it could be longer, B) a minimum of 60 minutes to ensure proper preparation and attention to detail, C) where can I get a copy of that 9 minute Turkey recipe mentioned earlier?

Scoring:
· Questions 1-10: add 3 points for every “Yes” and add 10 points for every “No”
· Questions 11-15: add 5 points for every “A”, 2 points for every “B”, and 10 points for every C

Results:
· 40-75: you are the classic “slow go” chef, both Emeril and Betty Crocker would be proud of you, please invite me to your next holiday dinner.
· 76-114: you are like the middle dial setting on your stove top, somewhere between fast boil and slow simmer.
· 115-150: you think Minute Rice takes too long to cook, welcome officially to the “on the go” club!

Don’t worry if you find yourself in the “on the go" club because you are not alone.

It actually makes a lot of Brand Sense..but for the traditionalists, it feels like Brand NonSense.

Size Matters

First let me clarify that I am talking about marketing trends in the food and beverage products category here. So stay with me. Because more than ever I see that size matters.

Let’s face it, we are a society that has been brought up to think bigger is better. It really is a psychological thing. I mean why should we settle for a small or medium sized offer when you can colossal-size or super-size? Who wouldn’t agree that bigger is better?

And yes, I am still talking about food and beverage.

Lately I’ve been encouraged by the smaller size trend in the industry and its effect on product offers and packaging. Smaller portions are popping up everywhere. Portion control has always been a major facet of dietary regimens but finally the rest of the industry seems to be taking note. For decades, we've been told to shape up, eat better and control our amount of calorie intake. Americans are becoming too obese. Much of this obesity has been due to the lack of portion control, fatty foods and demanding consumers wishing to get more for their money. This and the lack of restraint at feeding time.

Industry manufacturers are certainly paying attention. And as far as consumer packaged products go there seems to be a new direction. There are individual packets for snack foods, bite-sized breakfast snacks, bite-sized ice cream poppers, one cup coffee pods, pocket-sized diet bars, and my favorite: energy drinks that come in thin 8 oz. bottles.

The bigger the package you pour from, the more you will eat or drink. Larger portion sizes result in more consumption. Put the contents from a jumbo box into a small individual–sized package and consumers will eat less. The smaller the box, the less you prepare and the less you eat. It’s all about creating an illusion.

On the flip side, this can backfire for the consumer’s purchasing decision. They may simply buy more product. Talk about a marketer’s dream! Though not too good for obese America.

But forget about that. It’s not certain that food and drink manufacturers will help trim America’s waistline with this new smaller portion packaging. It’s a long-standing and open debate whether they carry this social responsibility to do so or not.

But what I like most about the smaller portion trend today is that consumers are getting the best of both worlds: convenience and taste. Food companies are producing new small products with big taste. Gastronomically speaking, smaller sizes combined with new and interesting ingredients are bringing about big and exotic new flavors too. Exciting ingredients, fewer calories, bigger taste. Layered flavors are sending sales of food such as cheeses, condiments and ethnic foods soaring. There are new flavored oils and vinegars, pairings of fruit and tangy flavors, and Asian and Latin American flavors which are all in vogue. It’s starting to feel like some sort of “gastro-orgy”.

All of this makes it an exciting time for the food and beverage brands. And for consumers as well. As long as you remember one thing - size matters.

Again I can say this is not Brand NonSense…it actually makes a lot of Sense!

And yes I am still talking about food and beverage!

Thanksgiving On the Go

Thanksgiving. It is one of my favorite holidays. It conjures up many memories and traditions. From family gatherings, to cooking in the kitchen for many hours, to the smells that fill the house, to the anticipation of the big feast – these are the associations I have with Thanksgiving.

But the world is changing. As such, even my traditional associations with Thanksgiving seem quite in contrast to consumer trends in the food industry. Today it is all about convenience. Meals are rarely cooked from scratch anymore – they are fast and on the go.

Today brands promote terms such as ready-made, self-heating, single-serve, in the car, 90-second, etc. All of this caters to the needs of consumers for fast and convenient meals. Who has time to cook from scratch? Today we are becoming a society of on the go chefs where a microwave or a self-heating can is our best friend.

So how does the traditional home cooked Thanksgiving meal fit into this new world of super fast convenient meals? More importantly, as consumers move further away from cooking from scratch, can the slow-cooked Thanksgiving meal survive or will it go the way of the floppy disk? Will the Thanksgiving dinner evolve into some on the go version that is whipped up in less than 15 minutes without ever turning on the oven?

Maybe.

So for this new legion of on the go chefs I have created a recipe for a full traditional Turkey feast: turkey, sweet potatoes, stuffing, corn, gravy, cranberry sauce and pumpkin pie – in the fastest cooking time and with minimal use of kitchen appliances or tools.

It all starts with the turkey. But who needs to prepare that big bird when you can pick up Butterball Oven Roasted Turkey Strips which are sure to taste fresh since they are delivered in a resealable freshness container (perfect for all those leftovers) which is also dishwasher safe.
Cooking time - 0 minutes.

Next come the sweet potatoes. A can of private label sweet potatoes will do just fine. Just dump them in a bowl and put in the microwave for 2 minutes. Unfortunately you will need a can opener, as this pack does not have a pull lid. Oh well.
Cooking time - 2 minutes.

Next comes the stuffing courtesy of Kraft and Stove Top stuffing. It always tastes great, but will take 5 minutes to cook. Can’t they make this cook faster?! And you will have to turn on the stove (it’s that big thing below the microwave) and boil water in a saucepan. I know, this is getting complicated! Okay stay calm…it is Thanksgiving.
Cooking time - 5 minutes.

Corn and gravy are next. These should be easy, thankfully, and will permit some time to recover from all the work spent on the stuffing. For corn, I’ve chosen Green Giant Just for One. It comes in microwavable trays and cooks in 2 minutes. No can opener needed – perfect! For gravy it’s a can of Heinz Turkey Gravy that comes with a pull open lid. Just dump into a bowl. Next put both the corn and the gravy in a microwave and cook at the same time. Talk about multi-tasking!
Cooking time - 2 minutes.

Cranberry sauce is one of my favorites. In the old days I either made it from scratch or bought the jelly in a can. But it was so difficult to get the contents to slide out of the can in one piece. Instead I recommend Ocean Spray Squeezable Cranberry Sauce. Just put it on the table and you are set.
Cooking time - 0 minutes.

Finally it’s down to dessert. Baking requires too much time so instead my recipe calls for a ready made pumpkin pie from you local market. Just put it on the table and cut. I’m hopeful that by next year they will sell it pre-sliced so you have one less thing to deal with.
Cooking time - 0 minutes.

So there you have it. An on the go full Thanksgiving feast cooked in less than 10 minutes. Who needs to spend all that time in the kitchen? Due to new technology and innovation in the food industry, it doesn’t have to be you. Now that is something to be thankful for!

And for those who want it fast and convenient, this one is not Brand NonSense…it actually makes a lot of Sense!

But for those traditionalists, it’s really…Brand NonSense.

The Innovation Journey

With the holiday season right around the corner, I’m sure many of you are planning trips, maybe even driving trips. As with any journey it is always a good plan to get directions and know where you are going before you start. This ensures you of knowing the fastest route and revealing where the roadblocks may be.

The innovation journey, much like a holiday excursion, also requires an understanding of where you want to go, the roadblocks you may hit and how long it could take. So before you get in the car and start your engine, here are some things to consider on the Innovation journey.

First, innovation must be fully aligned with your marketing strategies and objectives. Sounds obvious, right? But many marketers today undertake product innovation simply because they think change will provide an added benefit. This is not always a good thing, nor is it always greeted at the shelf with applause. Marketers oftentimes fail to properly align innovation with actual consumer needs, and this forces their strategy right off the road and into a ditch.

Innovation in product development and packaging design must be fully integrated; not separate. If not, your innovation strategy, like your brand planning, will never get out of the “garage.” More than anything, if you focus on being connected with the emerging needs and desires of consumers, your marketing strategy will unlock the clues on how innovation will lead to your product standing out on the shelf.

Another important element is understanding how consumers shop your category. How many of you have ever watched or observed consumers at point of purchase? (And no, reading research on how consumers shop doesn’t count). You have to see how they move and interact at the point of purchase. You have to know the environment your products occupy and realize what other forces are around it. Is it cluttered, poorly lit, noisy, cramped, or crowded? You must use these insights to challenge the norms to achieve distinction.

That’s real innovation.

Anything else is just some low-fat or reduced carb version of innovation. So understanding what I call “The Moment of Intimacy”, that brief two-second moment where consumers choose between brands and make a purchase decision at the shelf, is not only critical, it is key to staying competitively alive.

Innovation must keep the consumer’s needs in mind. And innovation must benefit your consumer by making a direct impact on their purchasing behavior. So remember, when planning any innovation “trip”, have a roadmap before you start, and carefully consider how it makes sense to your consumers. Otherwise you will never get out of your driveway.

And that makes no Brand Sense; it’s really…Brand NonSense.