F. Scott Fitzgerald wrote: “The test of a first-rate intelligence is the ability to hold two opposed ideas in the same mind at the same time, and still retain the ability to function.” As a marketing leader, you have to be able to see the a company image as it really is, and also to imagine what it could become. Then you can bridge the gap.
Your brand image is who you are as a business. But even though the business may not change (though certainly many do) it is vital that your brand REmain fresh, new and inviting.
Companies are increasingly recognizing that today’s turbulent times require nothing short of continual reinvention. Weathering today’s storm isn’t enough. You have got to REact.
REcreate your customer pledge, or your look. Add a word or a color, or change one. REplace old content. Use different copy, case studies, images; ones that REflect your company values. REimagine your service; what if you performed-delivered-created things differently? Could it be better? Ask your staff; employees know how the company works and they are the closest to seeing its flaws or ways to improve. Use that knowledge to REinvent a new approach.
Pointing a critical or at least inquisitive eye at a company’s image is bound to help it REvitalize, REjuvinate and REanimate.
QUALITY. It’s the buzzword we all chase, for our businesses, for our clients or customers, and for our personal lives. But what is quality?
It is sometimes called ‘excellence’ or ‘merit’ or something else clever that the company is using to communicate they are “better than” somebody else. But it is usually a false chase. What quality is not is perfection. Too many minds get caught up in the ‘it’s got to be perfect to please, to work, to serve’. But it doesn’t; because nothing is perfect.
But it can be free of mistakes; and it should be.
So proofread that sales sheet three times over, then give it to someone else to proof, too. Double-check that list you are about to send to. Recheck those logos; are they the right color/size/shape? Is the copy saying what you really meant it to?…what you want it to?
Customers, clients, business partners may overlook an error; but they won’t forget it. And repeating those errors is worse that being wrong, because it says you are being sloppy and uncaring about your relationship with them.
Quality is getting it as right as you can, consistently, confidently.
Go forth and make quality.
Their has always been a historically shaky relationship between IT and marketing, one that evolved is out of necessity.
While the two have to be on the same page to engage with consumers who are now more connected than ever, as marketing technology makes new breakthroughs, marketers need to take ownership of the new tools that they will be using. For IT to make solid technology recommendations, they must understand what matters to marketers, like customer experience and responsive communication. Marketers that are set up to efficiently use new technology will have an advantage over those stuck on outdated approaches.
It’s a new year. Time to embrace new things.
Happy New Year.
The U.S. Food and Drug Administration warned L’Oreal SA’s (OR.FR) Lancome USA unit about the marketing of certain anti-wrinkle products, saying the products are marketed with claims suggesting they are drugs.
The agency said the way the products are currently marketed cause them to be drugs because the products are “intended to affect the structure or any function of the human body.”
“We are aware of FDA’s letter to Lancome and will respond to their regulatory concerns in a timely manner,” said Rebecca Caruso, a L’Oreal spokeswoman. “Lancome is committed to complying fully with all laws and regulatory standards.”
Compliance after-the-fact is no way to run a company. Lancome was well aware of what they were saying and implying.
It’s the simplest rule, yet this is where the most trouble comes from. Slight exaggerations and boasting (“the best kitchen gadget ever invented!”) are expected and for the most part allowed in advertisements, but don’t get slick with your wording or rely on technicalities to remain truthful. For example, you might be able to truthfully say that your umbrella is great in the rain, but don’t go overboard and assert it will hold up to any hurricane if you haven’t tested it.
“A truth that’s told with bad intent
Beats all the lies you can invent.”
― William Blake, Auguries of innocence
“We really felt that the tomato is the hero of ketchup, and it was the right time to make the switch on our label,” — Noel Geoffrey, director of ketchup for Pittsburgh-based Heinz.
Goodbye pickle, hello tomato. Changing the brand at Heinz.
After more than 110 years, H.J. Heinz Co. gave the tomato top billing on its namesake ketchup, bumping the pickle from the label of one of America’s most iconic brands. Founder H.J. Heinz used a “pickle pin” to attract attention to his booth at the World’s Fair in Chicago in 1893. The pins were popular, and the branding stuck.
Along with the “Grown not made” tagline, the new branding set Heinz apart from the growing threat from private-label brands, which often cost less, as consumers look to save on their food costs.
Never compete on price because, (all together now): brand beats pricing.
Posted in Advertising, Brand, Consumers, Customers, Marketing A-Z
Tagged Chicago, H. J. Heinz Company, H.J. Heinz Co, Heinz, Ketchup, Pittsburgh, Tomato, United States