You are viewing Aaker on Brands blog posts from January 2, 2014 through March 5, 2014. You can also view the most recent posts.
In 2006, the average tenure for CMOs amongst the top 100 advertised brands was 23 months. It is now over 45 months, according to the 9th annual study from Spencer Stuart.
The logic for CMO tenure doubling can be found in my book, Spanning Silos. In the past, CMOs of major businesses tended to be passionate change agents who aggressively worked to centralize and standardize. It’s hard work, and it led burn-out. Powerful, autonomous product and country silos were creating brand problems such as inconsistency, inefficiency, inability to scale, and lack of sharing good programs – and the CMO had to fix all of them. In talking to CMOs that had faced such problems, I concluded…
March 5, 2014 • Permalink
I’m always looking for examples of brands that do an exemplary job of communicating their higher purpose. Lately, IKEA has caught my eye. Their “People and Planet Positive” initiative is amazing. IKEA is on a path to generate 70 percent of their energy from renewables by 2017 and 100 percent by 2010, with multi-billion dollar investments in solar and wind energy. By 2016 they will only sell energy efficient LED light bulbs. Their percentage of cotton goods from sustainable sources increased from 34 percent in 2012 to 72 percent in 2013 and will continue to climb. Their IWAY supplier code of conduct, which provides sustainability guidelines, has teeth. They have a set of visible and effective programs to encourage homeowners to be more energy efficient.
So why is IKEA doing this?
February 26, 2014 • Permalink
At Prophet, we are always trying to get out of our comfort zone in order to become more creative and freshen up our idea generation process. I recently experimented with an exercise we conduct with our clients: Spend one hour outside the office walking, observing, and thinking. Then, identify a thing, person, event, incident, or something that inspires.
While I was walking down the Embarcadero just outside Prophet’s San Francisco office, the Bay Bridge appeared more and more inspiring the more I looked at it and thought of the stories behind it.
It inspired me because:
February 19, 2014 • Permalink
Typical mobile industry players are regarded as arrogant and insensitive to the frustrations of the consumers. It’s an industry that has long frustrated customers with complex plans, locked-in contracts, restrictions against upgrading phones and the loss of investments in existing devices. But now, T-Mobile has introduced a game changer to the market.
They call themselves the Un-carrier, to vividly emphasize that they are doing something radically different. They’re basing their whole philosophy around doing exactly what the customers want, as indicated by their feedback. It sounds simple. So why did it take so long to create such a strategy? And why was T-Mobile, the number 4 player in the industry, the first to innovate? (Full Disclosure—Prophet was a partner with T-Mobile in developing the new strategy.)
February 12, 2014 • Permalink
The top Super Bowl ad this year by many accounts was the #BestBuds Budweiser ad that showed the relationship between an adorable puppy and some of the signature Budweiser Clydesdales. One of the top ads last year was a Budweiser ad that showed the strong relationship between a Clydesdale and his trainer. In fact, since 1986 the annual Budweiser Clydesdale Super Bowl ad is always highly rated, with some saying that Budweiser are the best ads each and every year.
The Clydesdale ads are entertaining and meaningful to people because of the emotion they engender. They represent the best of people, horses, dogs and country. They represent great advertising in terms of audience attention and liking. But do they “sell” a beer brand? To answer that question you have to understand signature…
February 5, 2014 • Permalink
Personal branding is for everyone. There isn’t a person out there who wouldn’t benefit from developing a brand vision for his or her professional and personal brand. Personal brand visions need to be interesting, differentiating and authentic to succeed.
Once a brand vision is in place, the challenge is to live the vision and present it to others. Effective presentations will involve stories with a strong storyline, a punchy conclusion and visuals. One of the most wonderful examples of effective story presentations are three books, each describing a four month adventure of three kids, who happen to be my grandchildren…
Developed with help from their mother, each book records the kids’ experiences with colorful illustrations and one professional rap video, with a style that is both enticing and…
January 29, 2014 • Permalink
I always enjoy seeing what ideas my friend, the provocative Larry Light, comes up with. His latest, in an article published in the Journal of Brand Strategy (Autumn-Fall, 2013), centers around the concept of collaborative global brand management. The idea is that both the strategy and tactics of a global brand need to be a shared responsibility of the local brand team and the global brand team. Larry has real credentials with global brands. He was a turnaround CMO at McDonalds and now is the global brand strategist at Intercontinental Hotel Group, a chain of some 4,500 hotels that include the Holiday Inn and Crowne Plaza brands.
Collaborative global brand management rests on two assumptions:
- The world has evolved to a place that standardization just does not work. Rather, we see strong local cultures, unique preferences,
January 22, 2014 • Permalink
California Casualty is a 100-year-old property and casualty insurance firm with premiums just over 300 million dollars and an admirable sense of values and culture that harks back to the founder. Now run by a fourth generation CEO, the firm proudly states “We protect American heroes” and primarily serves affinity groups such as police, firefighters, nurses and educators. The firm is able to offer specialized products and services to these groups and provide added value to their associations as a result. (Full disclosure, I am a former board member of California Casualty.)
It’s a great company, but they have a problem cutting through messaging clutter, creating branded energy and gaining visibility in the marketplace. They have two handicaps that are shared by many firms. First, their product, insurance, is regarded by many as being either…
January 15, 2014 • Permalink
Luxury brand think tank L2 recently rated Burberry as the best digital program of all the luxury clothing brands. So, I set out to see what prompted this appraisal.
Burberry has creatively used digital to inject energy into the brand with a variety of programs, some with little obvious link to their clothing.
- The live-streamed fashion shows that offer backstage glimpses and the ability to order items before they even hit the stores.
- Their “Art of the Trench” website where customers can post pictures of themselves wearing the iconic Burberry trench coat. The project is an ongoing collaboration between Burberry and some of the
January 8, 2014 • Permalink
I was recently reminded of the power of meaningful organizational values when I watched Leo Burnett’s farewell speech, “When To Take My Name Off the Door.” In his own style, he talked about making outstanding advertising, which is the core value of Leo Burnett.
He says in part: “Somewhere along the line, after I’m finally off the premises, you – or your successors – may want to take my name off the premises, too. That will certainly be OK with me. But let me tell you when I might demand that you take my name off the door. That will be the day:
- When you spend more time trying to make money and less time making advertising – our kind of advertising
- When you forget the sheer fun of ad making and the lift you get out of it
- When you
January 2, 2014 • Permalink