Tag Archives: branding

Courting Controversy: Gillette & the New Playbook for Social Messaging

In our contentious political and social climate, most brands choose to play it safe and advertise their products without engaging with any issues that may alienate a portion of their consumer base. Not so with Gillette, which recently released an online ad titled We Believe: The Best a Man Can Get that courts controversy by invoking the #MeToo movement, toxic masculinity, and bullying (among other hot-button issues). The ad, which provoked a firestorm of competing editorials and news coverage, has placed Gillette at the center of an ongoing debate about social messaging from brands.

A lot has been published about the ad’s message and the public’s response. What I’d like to examine is the risk vs. the reward of socially-engaged brand content and how brands are creating a new playbook for effective social messaging.
Continue Reading

Lenses of Interpretation: Hermeneutics in Branding

The concept of hermeneutics – introduced to me by the remarkably intelligent Rodger Nishioka – is that we all have various “lenses” through which we interpret the world around us. These may be immutable characteristics such as age and race, or changeable ones such as level of education, location, or job status. The unique way we each process information is related to the combination of lenses through which we receive it.

We recently explored the potential behind a hermeneutics-inspired approach to consumer segmentation in marketing and advertising. These lenses of interpretation are a kind of inverse of the typical approach to consumer segmentation – separating people into various demographic groups (from the outside in) and targeting them with messages that are calculated to resonate. The hermeneutic approach suggests an internal lens, allowing us to attempt to see through a consumer’s eyes by understanding the factors that influence their perception.

How might this concept help us create brands that attract a wide audience and inspire ongoing relationships?
Continue Reading

Discover Your Brand Promise with “The Elements of Value”

The first step towards delivering an authentic brand experience is creating clarity around your brand identity and character so that you can consistently fulfill it. But how does a brand remain true to its character?

One effective way to keep authenticity at the forefront is to consider a brand’s “promise” – what a company promises consumers through their brand image and marketing. This promise can take many forms. Examples might include “to provide the comfort of home,” “to enable adventure,” or simply “to make it easier to keep the house clean.” Once you’ve identified the promise that your brand is making to consumers, you need to prioritize it in your product development, marketing, and customer engagement to create an authentic, consistent brand identity.
Continue Reading

More Case Studies in Authentic Branding: Newman’s Own, Crayola, Amazon, & More

We’ve been exploring the 2017 Cohn & Wolfe Authentic Brands study, which surveyed over 15,000 consumers to examine their perception of 1,400 popular brands. The result, the “Authentic 100”, is a list of the top 100 U.S. brands ranked according to consumer perception of authenticity. What can these brands reveal about successfully creating brand authenticity?

Let’s continue to examine the precedent set by the 10 most authentic brands. They provide powerful examples of how the most trusted brands in the U.S. have built a reputation for authenticity, consistency in today’s saturated marketplace.
Continue Reading

Case Studies in Authentic Branding: UPS, AAA, Lego, & M&Ms

We recently explored the 2017 Cohn & Wolfe Authentic Brands study, which surveyed over 15,000 consumers to examine their perception of 1,400 popular brands. The “Authentic 100” was the result: a list of the top 100 U.S. brands ranked according to consumer perception of authenticity. Now, we’ll look deeper into how to successfully create brand authenticity through the example of the 10 most authentic brands from Cohn & Wolfe’s recent research.
Continue Reading

Authenticity in Branding & Marketing: What’s Your Brand’s Promise?

The recently released 2017 Cohn & Wolfe Authentic Brands study is the result of an ambitious undertaking. Cohn & Wolfe surveyed over 15,000 consumers across a wide variety of markets in search of a deeper understanding of their perception of 1,400 popular brands. Culminating in the “Authentic 100” – the top 100 U.S. brands ranked according to consumer perception of authenticity – the study “examines the role of authenticity in business, the attributes associated with an authentic brand and the impact of authenticity on consumer… attitudes and behaviors.”

It’s no surprise that authenticity is an attribute that is highly valued by today’s consumers. In our social media-saturated society, consumers have more opportunities than ever before to interact with brands on a “personal” level and they demand that engagement in exchange for their loyalty to certain brands and products. Let’s take a look at how consumers perceive authenticity and what that means for today’s brand builders.
Continue Reading