Download In The Consumers Mind

Thinking. About Business.
In The Consumer’s Mind
Get what you deserve
By Carol G. Aubitz
Some companies seem to do everything right.
Their products are innovative. Their ideas transform industries. Their employees love working for them.
They become textbook examples of how to start, develop, grow, and nurture a business from a dream to
an icon.
A major factor in their success is the breakthrough advertising that creates demand for their brands.
Breakthrough ads cut through the media clutter. When we watch or listen to them, we feel with our
emotions. Sometimes they make us laugh, sometimes they make us dream. They connect with us and
become part of our lives and culture.
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The founders and leaders of companies where great ad campaigns are born, nurtured, and brought to
market create an environment where this can happen. These companies get great ad campaigns because
they allow creativity and innovation to flourish. They get what they deserve.
As the American economy rebounds in 2010, businesses of all types will find themselves in a marketplace
that is different. Consumers always transition out of economic difficulties with a changed attitude.
Now is the time to reinvigorate creativity and innovation in your business strategy and your advertising.
As your company prepares to emerge into the market of 2010, you have a renewed opportunity to enter
with a fresh, new message for your customers. Think about how you will present your brand.
Dominant brands are the result of a company culture that respects and recognizes the power of
advertising to create consumer acceptance and brand dominance. Your dominance can be local or
international, but the principles that will get you to the top are the same.
To get your innovative spirit motivated, review some of the outstanding brands that used bold, new
advertising messages to make the leap from small start-ups to national or international icons. Look at the
company culture that catapulted them into positions of advertising power, and you’ll see the ways to
bring innovation and creativity to your company.
When Herb Kelleher and Rollin King launched their first ad campaign for Southwest Airlines, called
“How Do We Love You,” they connected immediately with consumer frustrations about flying and put
Southwest on the map as the fun airline to fly. The campaign captured the zany, non-traditional way of
doing business that was their corporate culture.
As a result, the airline grew quickly. Employees loved working at Southwest, and their infectious
enthusiasm created loyal customers. Word of mouth might have built Southwest’s reputation, but
Kelleher and King understood the power of getting the right message into the market in a big way. With
integrated print and broadcast, they quickly built Southwest into the “alternative” way to run an airline.
Even more important, they delivered on their promises.
No other commuter airline has achieved the brand recognition, acceptance, recognition, and
differentiation of Southwest. Today it operates 544 jets and flies more than 3,300 departures each day.
Market opportunities will be plentiful as the economy rebounds. Think like Southwest and develop
advertising that speaks to your customers about what’s important to them.
Apple Computers made headlines with its memorable “1984” ad campaign that premiered during the
Superbowl. The commercial was unlike all the other Superbowl ads, shot in a surreal, futuristic black and
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white with an Orwellian message. It continues to generate buzz and brand awareness today with nearly 4
million views on YouTube.com.
The commercial introduced the Mac as the computer for individual empowerment. There was uncertainty
in the early 1980s as to exactly what the role of the personal computer would be. The “1984” ad was the
first to suggest that the PC was more than a business tool; it could be used at home for personal
fulfillment and individual expression. In short, it was the breakthrough commercial that changed
perceptions about the category of personal computers.
Today, with its “I’m a Mac” campaign, Apple Inc. continues to position the Mac-based computer as the
innovative, intuitive computer for individual empowerment.
Apple gets this breakthrough creative because it gives the creators of its advertising unlimited freedom to
develop new ideas. The folks at TBWA/Media Arts Lab (formerly Chiat/Day), who do the Apple
commercials, can develop creative ideas to present to Steve Jobs any time without being asked, and Apple
pays them for their creativity whether the idea is used or not.
To get innovation in your brand advertising, act like Apple. Encourage, value, and reward people for
taking the time to do breakthrough thinking.
Nike is a brand that stays dominant through its consistency and commitment. Since 1982, the Nike
message has been “Just Do It.” Although the stories and content of its commercials change with the times,
the core message of Nike remains consistent.
In addition to an unchanged message, Nike remains committed to the methods it uses to promote its
brand. Nike started early to sponsor teams and athletes and, in turn, to use athletes to endorse and
promote the Nike brand. It is a mainstay advertiser for all major and many minor sporting events around
the world, both at the event and in TV coverage. In 1988 its slogan “Just Do It” was chosen as one of the
top five ad slogans of the twentieth century.
The Nike “swoosh” has become an icon so powerful that it is recognizable around the world and needs no
words to communicate its message. When people choose to wear a shirt, cap, jacket, or shoes with the
Nike swoosh they are making a statement about themselves.
Branding happens in the consumer’s mind. Do it the Nike way. Consistency and repetition are powerful
persuaders. For 2010, keep your message consistent and place it in the marketplace for consumers to see
and hear it with enough frequency to remember it.
Advertising is an investment in your business, which is why one of the most successful investors in the
U.S. runs one of the most successful advertising campaigns. When Warren Buffet’s company, Berkshire
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Hathaway, acquired GEICO in 1996, it immediately expanded the advertising budget. In 6 years the
annual ad budget went from $31 million to $502 million. That’s the equivalent of doubling it every year.
The current advertising for GEICO was created during the actor’s strike in 1999. With actors unavailable
for hire, the Martin Agency in Atlanta, who has done the GIECO advertising since 1994, created a talking
gecko as the pitchman. Chosen because the name gecko sounds similar to GEICO, the chatty lizard has
become so successful that when Berkshire Hathaway paid out $3.4 Billion in premiums to victims of
Hurricane Katrina, the company still had $49 billion of insurance premiums in its holdings due to the
profits from GEICO.
The advertising is so successful that there is no outside sales staff to sell GEICO insurance.
As you plan for 2010, remember that advertising is your investment in your business. Take a lesson from
Warren Buffett and invest in advertising to increase your stature and market share in your market.
Differentiation is another part of successful branding. Better known as the Unique Selling Proposition, a
phrase coined back in the late 1950s, it positions your company in a way that is memorable to the
consumer.
A great example is Federal Express founded by Frederick Smith in the 1970s after he first explored the
idea as a college project in 1966. What could be more mundane than shipping packages? UPS was doing it.
The post office was doing it. Both were doing it well. But when Smith started Federal Express, he didn’t
knock off UPS or the post office. Instead, he looked at what could be done that they weren’t doing.
Smith used originality in his business plan and his advertising. He solidified his brand and market
position with an entertaining breakthrough ad campaign with the tagline “When it absolutely, positively
has to get there overnight.” The ad showed a harried, fast-talking shipping department supervisor known
as the fast talking man (played by John Moschitta) to reinforce the message that Fed Ex was fast.
Directed by Joe Sedelmaier, known for his offbeat sense of humor, the commercial quickly positioned Fed
Ex as the company to trust when you needed overnight delivery. The message was delivered with so
much success that the name Fed Ex is now synonymous with overnight delivery.
It is easy to rely on over-used superlatives when creating ads. Think like Fed Ex and be sure your
advertising clearly differentiates you from your competition.
Advertising is a key component in getting your share from the rebounding economy. By following the
lessons of these successful advertisers and brands, you can infuse your company with new energy. Start
now to secure your position in the 2010 marketplace, and you’ll get the success you deserve.
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Carol G. Aubitz is president and owner of Excelsior Marketing in Lancaster, PA, where she creates targeted
branding campaigns for her clients. She is the author of a weekly marketing e-newsletter, Monday Morning Muse,
with readership in 41 states and 9 countries.
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