Forget Strategy?

Recently, Advertising Age quoted the CEO of the global advertising agency, Saatchi & Saatchi, as saying, “Strategy is dead… If you take the time to devise a strategy, the more time you are giving your rivals to start eating your lunch.”

Is he serious?  I fully realize we now live in a very fast-paced world and hesitation can be costly, but forget the strategy?  How do you get the tactics right without a strategy?  The fact is good strategic planning leads to better execution.

We’ve also found that the tighter the strategy, the better the creative product.  It certainly makes it easier to create good ideas.  With even a loose strategy, creativity becomes far more difficult.  With no strategy, it’s almost impossible.  

Lack of strategy usually leads to poor management of resources as well.  Tactics do not replace strategy; they follow it.  Today’s new media enables carefully targeted rifle shots.  Why would you want to use a shotgun?

“L” Stands for loser.

Another Super Bowl is in the books. Over hyped? Yes! Bad halftime show? Yes! But the game was great and Super Bowl Sunday has become a holiday so why not enjoy.

Now it’s time to prepare for next season. The NFL players are resting, getting needed surgery and getting prepared for mini camps. Just like the players, the NFL is already working on future Super Bowls. And that’s a good thing because the NFL has a little problem with Super Bowl 50. Ever since the first Super Bowl, the league has numbered them using Roman numerals. That would make Super Bowl 50, Super Bowl “L”. “L” stands for loser. This creates a heck of a problem to solve. The league has managed it’s way through and around  Super Bowl IV in 1970 and Super Bowl XXX in 1996. But having a giant “L” with a sponsor’s logo like, say, Nike’s swoosh right above it could be a little awkward. Not to mention being awkward for the host city.

SO. Just like players trying to get stronger and faster, a crack team of designers and sharp thinkers are squirreled away trying to solve this big problem for a big client. Maybe they will take this opportunity to convert the Super Bowl to Arabic numerals. After all 50 is a huge mile stone. They didn’t think there would be ten Super Bowls let alone fifty. Maybe they’ll have the “L” stand for something other than “Loser” or find a way to hide it in the design. Who knows. But what a fun challenge that would be.

I have a lot of great ideas. I’ll just sit back a wait for the NFL to call.

Ding Dong! The King is Dead.

Finally! With sales nose-diving, Burger King is thankfully laying its king to rest. You know the one – with the oversized head and creepy look on his face. I mean who would want to rush into a Burger King knowing that ugly thing could be there.

For years, they tried unsuccessfully to make the king hip – the opposite of the very square Ronald McDonald. Admittedly, I’m far removed from the teen and 20-something males targeted by the campaign (including the naked chicken — can’t forget that one).

They finally discovered that in the fast food business, food matters, as does those aging facilities. Imagine that. I never understood how those tired, old stores could possibly be in synch with the advertising’s edginess. Never thought a Whopper was all that edgy, either.

Advertising, especially image campaigns, must make sense to the audience – and connect with them emotionally in a way that’s relevant to the product or service.

Just goes to show that tons of awards and many millions of dollars aren’t always the ingredients for success. I’ve always questioned our industry awarding failures. Too many award-winning campaigns have failed miserably in the marketplace. When they do that, how can they be considered award-winning? Isn’t that why we do it in the first place – to affect sales?

Three births, three patient experiences.

My wife and I are the proud parents of three boys. I know, wow, three boys. Trust me, it’s a blast and we were blessed with three relatively smooth deliveries. Interestingly enough, each boy was delivered at a different hospital and each experience was very different.

The experience we had with the birth of our first son wasn’t what we expected. Your first child is never what you expect, but I’m talking about the patient experience. The hospital was cold and clinical, it was the area’s teaching hospital dedicated to “academic medicine.” My wife felt like a science experiment. The saving grace was a nurse working in the nursery at night; we’ll call her KT. She really loved babies and she loved her job. She made us feel like we had our own nurse caring just for us. We still remember her and I think my wife would include her in our will if she could find her.

Because of our first patient experience, we chose to deliver our second son at the local “boutique” hospital. It was like checking into a hotel to have a baby. It was quiet and comfortable, but we didn’t experience any hospital staff with the same passion of KT. We were treated fine and the delivery went well, but we didn’t leave feeling like we had been given care that was unforgettable.

Maybe I’m being too picky. I often think it’s unfair to expect everyone at a hospital treating my wife and me to exhibit the same kind of passion and zeal as KT’s. Or is it?

Recently my wife and I were blessed with the birth of our third son. We didn’t know what to expect. Our third son was delivered in a different city than his older brothers. My wife’s OB chose the hospital.

From the time we checked in to the time we left, we were reminded of KT because the entire staff worked with her passion and zeal. One nurse came to our room to check my son’s hearing. He started coughing and the nurse picked him up and cleared his throat. This is not uncommon but she did this gladly even though it wasn’t life threatening and not her job. Another nurse came by after her shift just to check on my wife before she left the hospital. It didn’t matter that another nurse was already on duty. Another nurse moved heaven and earth to get me a roll-away bed. I didn’t ask for a bed, all I did was make a joke about the couch being uncomfortable.

Not only are these doctors, nurses and staff members good at what they do, they love what they do and it shows.

I’m a Creative Director in the healthcare/hospital marketing field. One of the coolest things I get to do is witness the work of doctors, nurses and staff who really love what they do. When you talk with them their passion shines through. They believe in what they do and they love it.

As a “creative”, I’m always looking for new and different ways to communicate a client’s competitive advantage. I love what I do. We can saturate the market with a campaign message and light up the web with interactive and social media content. But the most powerful communications tool can be one doctor, nurse or staff member doing their job with a passion that makes them unforgettable to their patients. That’s a real competitive advantage.

While the recent great patient experience is still fresh in our minds, I know we will always remember this hospital stay with a smile. The same way we remember KT.

I’m a PC. I’m a Mac. What am I?

Remember the “I’m a PC. I’m a Mac” TV commercials? Me too. If you were a PC user, you snarled. If you used a Mac, you laughed. T-Mobile is trying desperately to use the same formula to attack AT&T and also dig Apple. They have been running their Mac/PC knock-off campaign for a couple of months and I think they’re missing a key element. Nobody cares.

T-Mobile wants to compare its service with that of AT&T. By using Apple’s “I’m a Mac” campaign, they also hope to take a passing shot at the iPhone maker. Good idea, nice strategy, here’s the problem — NOBODY CARES. The Apple campaign worked because PC users love their PCs (and hate Macs) and Mac users love their Macs (and hate PCs). And by the way, everyone dislikes AT&T, especially iPhone users. Is T-Mobile trying to convince iPhone users to buy an Android phone and switch to T-Mobile? Not going to happen. Once again they are loyal to Apple.

The Apple campaign was smart and well written with great casting. The T-Mobile campaign is ham-handed, forced and comes off as a cheap knock off. Click on the links above and compare for yourself.

P.S. A big high-five to Verizon for getting the iPhone. I hope to be a customer very soon!

THE LOGO EVOLUTION; an optimistic revolution

A logo update often speaks of a company trying to stay up-to-date in its offerings while strengthening its’ connection with consumers. But, with Starbucks falling into the bucket of recent logo evolutions within the last few months, I was forced to put down my Venti, Non-fat, Carmel Macchiato and ponder – could it mean something more? Could we be on the cusp of a branding revolution?

Every New Year begins with the hope for better things to come. Resolutions are made to convince ourselves that we can try harder and be more than we were the year prior. Every January, we are motivated to turn over a new leaf, conceive and commit to a better version of ourselves, and to accomplish big things. 

Essentially, a rebranding.

I believe the growing appetite for brand evolutions may possibly be an effort by these companies to demonstrate a new promise for the future – even in spite of familiarity feeling more sensible to their consumers.

Perhaps after being smacked around by the impact of the recession – and still jostling from the residuals – we are all eager for a more optimistic perspective.

According to a recent Gallup Poll, twice as many Americans think the U.S. economy will be better rather than worse in 2011.

2011 Expectation (vs. 2010) In Terms of the Economy (Percent of Group)
	Expectation % of Group
Group	Better	Same	Worse
National adults	52%	21	25
East	55	24	21
Midwest	56	25	18
South	51	20	27
West	48	17	32
$75K or more	55	23	22
$30K to $75K	52	21	25
Less than $30K	51	20	27
Republicans	46	23	31
Independents	50	23	26
Democrats	62	19	16
Source: Gallup, December 2010

Recent tracking results show that consumers only became increasingly optimistic about the economy as 2010 came to an end.

Gallup analysts suggest this could be due to our general optimistic nature as Americans, or it could possibly reflect views of a recovering economy.  

Or it could simply mean that we are all ready to move forward.

And, honestly, was it the attempt these organizations made to put forth a new image that has been debated? Or the lack of creativity, planning and strategic foresight that has forced us to question the success of these new brand transformations?

As Paul Rand said, “Good design is Good for Business.”

And bad design will get you posted on every blog and Facebook page known to man!

 

Ho Ho Ho and Christmas Marketing

The other night I saw a Norelco ad with a robotic “droid” looking man on it. It caught my eye, not because it was unique, but because it was so different from their old ads with Saint Nick. Even if you aren’t old enough to remember seeing the spot during “Rudolf” or “Frosty” you have probably seen it somewhere.

Jolly Saint Nick comes sliding down the snowy slope on a rotary razor blade bobsled (http://bit.ly/8tTq8k). Sure it is silly, but it makes you smile. And you get a warm, lighthearted feeling from it. Isn’t that what this season is about – good will toward man or toward the brand?

From the iconic singers with candles to the animated polar bears, Coke usually does a good job of spreading cheer along with their product name. Budweiser has the Clydesdales with sleigh bells, and, at the opposite end of the spectrum, Target has the bright lights and techno music. Going beyond tv spots, some companies are literally projecting their holiday spirit in a larger than life manner. H&M in Amsterdam (http://bit.ly/g4Kc4d) and Saks in NYC (http://bit.ly/f05sid) are using 3-D projection technology to create a fun and entertaining experience for the public. What could be more magical than walking down the street and seeing giant snowflakes fall down the side of a building?  Just seeing the video made me smile. Check it out for yourself and have a Merry Christmas and safe New Year.

 

Nice logo. Is that it?

The old Belk logo.

The new Belk logo.

Recently a retailer’s logo change and the public’s reaction to that change received a lot of mainstream media coverage. You know the one I’m talking about. Uber-retailer GAP changed their iconic logo to one of the most universally despised logos in history. Everyone became an Armchair Brand Strategist overnight and publicly denounced the new design. To their credit, the brain-trust at the GAP quickly changed back to the much-loved logo. Balance and harmony was restored in consumer land. Everyone on a national front got to witness a multi-million dollar bad judgment call.

Another apparel retailer, on a smaller geographical stage, also underwent a logo change as part of a rebranding effort. Belk, a southern regional department store chain, recently dumped their 122 year old logo for one that incorporates sleek, lowercase letters and a more modern font. They also incorporated a new tagline: “Modern. Southern. Style.” This was just the first step in a $70 million rebranding effort. When was the last time Belk rebranded? Over 43 years ago. The reaction seems to be more muted than the outcry to the GAP effort.

I believe the new logo is an improvement—but I wasn’t a fan of the flowing type and curlicue of the old one in the first place. Normally I don’t like logos that only use lowercase letters, there’s something that just seems gimmicky about it, but it doesn’t bother me so much with this one. But I’m not Belk’s primary demographic. My wife, however, is the embodiment of “Modern. Southern. Style” and she’s in the marketing business. I asked her opinion and her reaction was similar to mine except she quickly said “the logo isn’t the problem.” “If they want to appear to be modern they need to have someone who can properly take tried-on items and return them to the racks or shelves from the dressing rooms. Or have an area where customers can leave the clothes they don’t want to purchase. Tried-on clothes just lie about the dressing rooms and it’s a mess. The inside of the stores haven’t changed, just a logo.” The new logo was irrelevant. It all came down to a critical touchpoint that sabotaged the new brand direction.

Marketing officials from Belk have stated that over 300 stores would be re-modeled within the next year. Marketing advice hindsight is 20-20, but maybe they should have unveiled the new logo after the remodeling efforts.

From Ps to Rs; a shift in consumer expectation

As I continue dissecting my notes from the SHSMD conference in Chicago, building from my thoughts on the theme as well as the overview of its content, I’ve realized that my reporting on the marketing evolution is of little benefit – it’s done. Now what?

The only way to successfully adapt to this new environment is by transforming your communications strategy.

While speaking at SHSMD, Phyllis Marino of MetroHealth in Cleveland, Ohio, stated the 4Ps of marketing are obsolete. The new consumer is no longer interested in your mix of Product, Price, Promotion or Place because they now demand a more personalized approach.

With this expectation shift, the 5Rs are the new principles for ensuring the strategic focus of your marketing efforts is modified to appeal to this highly consumer-centric environment.

Recognition. Only with a clear, compelling identity and message will your audience differentiate you from the competition. You need to define what your name stands for and be able to connect with your audience in a more meaningful way.

Relevance. Your audience wants to readily see the link between what your company offers and how it fills their needs; be it accomplishing a task, solving a problem, education or entertainment.

Response.  It’s a dialogue – not a monologue. Therefore, you need to also listen to the consumer and be able to quickly respond to their informational needs.

Receptivity. What they want when they want it, not when you want to deliver it to them. The consumer has his own schedule and doesn’t want to adapt to yours. This is the reason why the internet is now the CENTER of the consumer universe.

Relationships. It’s no longer about connecting the dots; it’s connecting people. If you want to establish a lifetime commitment, you need to think what will keep your audience engaged for the long-term. Till death do you part.

It may be old-fashioned and fallacious of me, but when constructing a communications strategy based on the 5Rs, I find it easier to tackle them like I would the 5Ws of Journalism: Who (Recognition), What (Relevance), When (Response), Where (Receptivity), Why (Relationships).

The trick always comes with identifying the H.

How have you shifted the structure of your communications strategy?

Breaking the Piñata: When is too much information, too much?

Four days, 6 general sessions, 70 break-out workshops, 119 exhibitors, dozens of exchanges during breaks and luncheons with fellow attendees and the SHSMD 2010 conference is complete.

Rich with content and excited to share these pretty, shiny nuggets of knowledge with you, I’m struggling to find a starting point.

It’s almost like cracking open a piñata and not being certain of the direction in which I should scamper. Which goodies do I want to hoard for myself? Which ones do I want to share with others? Which ones do I find fascinating and you may find irrelevant?

I could craft a summary of the SHSMD conference and provide an overview of all the tidbits I’ve gathered, but the final product would be more like a dissertation rather than a blog entry.

Bursting at the seams, I feel like Adam in Paradise Lost when Raphael warned:

 “But Knowledge is as food, and needs no less

Her Temperance over Appetite, to know

In measure what the mind may well contain,

Oppresses else with Surfeit, and soon turns

Wisdom to Folly, as Nourishment to Wind.”

 Now that consumers have developed an excessive craving for conversation, education and details, what makes for a successful online interaction?

Just like biting into a juicy apple, you want to give your consumer digestible bits of information.

As marketers, we need to get out of broadcast mode where we craft our talking points, add some nice graphics or even a video, and post content to the web as another means of pushing out our messages. As The Cluetrain Manifesto laments, we’re still treating the online market as “eyeballs” rather than as people engaged in conversation.

Similar to chatting it up with a fellow attendee at a conference, you need to have a genuine delivery that leads to a positive exchange of ideas and dialogue. Not too much information where you overwhelm the other person and turn them off. Rather, the right balance of content that leaves them satisfied – and wanting seconds.

I can keep serving up my sampling of the conference, but what are you craving? Click brochure to get an overview of the SHSMD 2010 conference. Then, send me a note at kcionek@adamsgroup.com and tell me what topic you would like discussed next.