Posts filed under 'brands'
New consumers, new rules: branding the World Cup
Alex Steer writes:
In Cape Town, ‘This is Africa’ is normally a sort of verbal shrug. It’s what you say when you see a road that’s more pothole than tarmac, or when a breakfast meeting finally starts at noon. In the last few months, though, ‘This is Africa’ has taken on a rather different meaning, as every media channel, and every brand, scrambles to ‘welcome the world’. This is Africa, and this is Africa’s World Cup.
The more optimistic see it as a chance for one of Africa’s most successful countries to show that the whole continent is coming of age. The more pessimistic see the World Cup as a cynical commoditisation of the idea of ‘Africa’: a cheap shorthand of Lion King imagery and broad cultural stereotypes lending a false exoticism to a Euro-centric and hugely commercial football tournament. The evidence for the prosecution rests on the shambles of ticketing, which either incompetently or viciously priced the vast majority of South African and African football fans out of attending matches.
If FIFA had paid more attention to its hosts, it might have avoided mixing bland pan-Africanisms with repressive corporatism. If brands are paying attention, there are a few deeper lessons they might draw about South Africa’s new consumers (the ones that didn’t make it to the stadiums) – lessons that even consumer research sometimes misses, to its cost.
The first is the need for specificity. Just as vague nods to ‘Africa’ will not wash, neither will any brand proposition that is not explicit about why it deserves attention. FIFA’s major sponsors are spending hundreds of millions on media and global brand campaigns – yet an increasing share of purchasing power in South Africa is in the hands of millions of low-income consumers who are driven by a fundamental conception of value. Brands thrive because they offer low cost, quality, safety and personal status. Global sponsor? Nobody cares.
The World Cup has also revived the lingering stereotype of the ‘new African consumer’: young, upwardly-mobile, black and with disposable income. This isn’t confined to advertising: hugely popular soap operas like Generations and Rhythm City are dazzling cocktails of social issues and fetishisation of commercial success that make Dallas look tame. These ‘new consumers’ look remarkably like the old ones, though, and there are some signs that the use of aspirational ‘black diamond’ images to sell existing products to new target audiences is wearing a bit thin.
‘Emerging consumers’ do not think of themselves as if they were playing catch-up with richer ones – or as if they were the same as each other. The smarter brands are segmenting these markets attentively, and looking for genuine insights. Asking the wrong questions can lead brands astray. Few low-income South Africans, for example, report having life insurance (24%) or investments (17%; see Global Monitor), in part because they do not associate these labels with membership of informal burial societies or stokvels (rotating credit unions), widespread in these markets. Insightful financial services brands are developing formal versions of these, tailoring their products to their new (not ‘emerging’) consumers.
If the World Cup has given us anything, though, it is the sound of the vuvuzela. Raucous, unfamiliar, disruptive, it’s an apt metaphor for the new South African consumer landscape and its challenge to brands. You can’t block it out, you can’t change it, and you’d be churlish to try. Sorry, brands of the world, but you’ll have to get used to it. This is Africa.
Alex Steer is a WPP Marketing Fellow and worked in our London office in 2009. He is currently a planner at Ogilvy Cape Town and rejoins The Futures Company in New York in September. The picture at the top of this post comes from the internet guide to Cape Town, and is used with thanks.
2 comments 1 July 2010
Keeping Track
Eloise Keightley writes:
The industry for personal informatics is certainly one to watch. There’s even been talk of a ‘movement’ and unsurprisingly, the iPhone has spawned a host of personal informatics applications. These applications are tantamount to an omphaloskeptics’s dream: pretty much any variable of life can be tracked to the most granular degree. Users of personal informatics sites can log everything from vegetables consumed and number of migraines suffered to variations in mood and their feelings about particular places.
Perhaps evidence that consumers are seeking certainty in these uncertain times, the sheer number and variety of personal informatics applications suggests not only a rising interest in self-analysis (or an increasingly narcissistic society) but a desire for more control over one’s personal life. For starters, these tools help you to learn from the past and plan for the future – if you ate too many calories this week, you know exactly how many to remove from your diet next week. However, much of the allure of personal informatics lies in the visualisations these sites can produce with the raw data. Sites such as your.flowingdata.com allow users to create custom visualisation pages for what they’re most interested in and encourage you to ‘play’ with the data.
In theory, brands could have an enormous pool of data at their disposal should these tools become mainstream enough to attract sufficient users. While many personal data tracking accounts monitor health and leisure habits, many others track brand usage, product usage and attitudes towards brands. Personal informatics could help brands spot emerging competitors faster and track whims and fads with more agility than conventional methods. However, criticism of social networking sites that have deployed their members’ data for commercial gain mean that brands need to tread carefully: an assumption that you own the data simply because it is publicly available is imprudent.
On the other hand, brands are beginning to wake up to the potential of incorporating personal informatics into their business propositions – most notably Nike, through its joint venture with Apple and a handful of health clubs to produce the Nike + iPod package. It’ll be interesting to see how others follow suit.
The above image comes from Mapmaker, a user of the Mycrocosm personal informatics website, and is reproduced here with thanks.
Add comment 14 April 2010
Trust plus
Will Galgey writes:
Trust in organisations and brands has been declining steadily as consumers have more information and are more sceptical. There’s also striking evidence that attitudes have shifted, certainly in Europe and North America, as a result of the global financial crisis. But if trust isn’t enough, how should companies respond? We’ve been collaborating with Millward Brown, the WPP company which runs the WPP brand equity research programme BrandZ, to try to answer this question.
Our joint research produced new insights into consumer behaviour and attitudes which should help shape the behaviour of companies and their brands, and new metrics to help gauge the effectiveness of these actions. In summary:
- trust is still essential
- but it needs to be combined with customer recommendation to be effective
- which generates the ‘equation’, Trust + Recommendation = Success.
And since both levels of trust and willingness to recommend can be measured in research, the quantitative wizards at Millward Brown have produced an index, the TrustR score, based on global consumer research, which indicates how effective different companies and different brands are in different markets.
There are some surprises in the data – Pampers tops the chart globally (and is also number 1 in the UK, France and Germany), while China Mobile is in the top 10. And Nokia, which tends to get written off by American commentators dazzled by Apple and Google, is top in 8 of the 22 countries covered by the study. The research shows a strong correlation between TrustR scores and brand financial performance.
The good news is that the TrustR report is free to our clients, and comes tailored for specific markets and specific categories. If you are a client, the consultants you usually work with can arrange for a copy to be sent to you. If you’re not a client, and are interested, please email us at betterfutures[AT]hchlv.com, and we’ll see what we can do.
1 comment 12 March 2010
The last place to go
Andrew Curry writes:
We’ve been having a bit of an argument in the London office about dixons.co.uk advertising which has been running on the London underground. The picture, above, captures the flavour; lots of text in which a trip to an identifiable department store to look at some upmarket consumer electronics is descibed quite affectionately, with the final line, in Dixons’ branding, “then go to dixons.co.uk to buy it.”
The argument is about the ad’s effectiveness. On the one hand, it’s right on trend. Work we did for AOL a couple of years ago identified the way in which consumers shift between online and offline channels increasingly seamlessly as their customer journey develops from awareness to purchase and maintenance. And our post-recession research shows an increase in ‘savvy shopping‘.
On another hand, the copywriting about the department store experience is sufficiently warm that it reminds you of the service such stores offer – and not everyone is as transactional as the ad tries to suggest, even in a recession.
And on another: the argument is about the effectiveness of this for Dixon’s. Its own stores, now closed or rolled into the Curry’s Digital brand (full disclosure: absolutely no relation), were a byword for customer indifference. And online, Dixon’s is not the cheapest supplier.
In fact the ad polarised office opinion – an impromptu survey showed that half the people who responded liked it, and half didn’t. The half that didn’t tended to be older and better-off.
And I have to say that I’m in the second category. The ad’s strapline, “Dixon’s; the last place to go”, is clever, but it’s too clever for its own good. For me it taps in, almost too precisely, to a whole lot of brand associations which – were if I Dixons – I’d have preferred to leave dormant.
1 comment 7 October 2009
The new face of luxury
Emily Pitts writes:
Is the concept of luxury is stuck in the past? Leafing through the high end magazines, it looks so. It’s quickly apparent that 2009 ads sell the same products, and rely on the same concept of luxury, as they have for years; the traditional face of luxury is still impenetrable, aloof and other worldly. Whilst classic luxury pieces from Chanel or Hermes will continue to resonate as high quality investment items for a small group of rich consumers, the emerging values of the new “everyday luxury” market are quite different.
The Dutch design collective Droog suggest that “Luxury is really about scarcity“. And what’s scarce? “Care, silence, fresh air, slowness”. Brands that help consumers achieve some aspect of this in their lives will be connecting to a changing notion of luxury, as values around responsibility, community and self-reliance are emerging as the new consumer lifestyle aspirations. Though in part this has been provoked by recession, Futures Company research tells us that greater numbers are re-assessing what’s important in life; hence the spike in volunteer numbers, career breaks and socially responsible career choices such as teaching. Some brands in other sectors are successfully tapping into these desires; luxury may have look outside of the sector to learn.
The personal connection with the product that Nudo achieves by allowing customers to adopt an Italian olive tree from which they receive their own oil for a year, linking the consumer with the producer, is a good example. The Harrods allotment features webcams that allow consumers to view their food as it grows, which would certainly offer ‘slowness’. Burgerville supports local farms and businesses, thereby appealing to consumers’ growing social conscience. Brands that allow consumers to express their creativity are also prospering. Increasing numbers of knitting clubs, Anya Hindmarsh’s bag customisation service and the Observer Woman’s ‘Designer DIY’ series run this year bear witness to this. In the luxury market, Clarins offers a customised skin cream, My Blend, in a small number of top end stores. Personalisation is also a feature at the ‘uber-bling’ end of the scale, as Peter Aloisson’s jewel-encrusted mobile phones demonstrate.
But the challenge for many luxury brands is to move beyond this. Selling a de luxe designer handbag for its link to a wider set of values than brand cachet is not necessarily an easy bridge to build. Louis Vuitton made a good attempt with its ad campaign (picture at the top of the post) that focuses on the journey rather than the bag; the promise is, perhaps, that our personal journey can be as interesting as that of Gorbachev. Competitor brands need to follow suit, and re-adjust their focus on the part of ‘scarcity’ that really means ‘luxury’ to today’s consumers.
2 comments 21 September 2009
Hiding out in the coffee wars
Alex Steer writes:
Starbucks hasn’t had it easy, at least for the past decade. But whether being attacked by Naomi Klein for alleged anti-competitiveness in No Logo in 2001, or more literally attacked by demonstrators during a rally in London in January, Starbucks has always toughed it out. Until the recession, that is.
In late 2008, McDonald’s set up a giant billboard outside Starbucks HQ in its home town of Seattle. Proclaiming that ‘Four Bucks Is Dumb’, it advertised McDonald’s new line of (less expensive) espresso coffees. It was a well-timed campaign, and to judge from its share price, Starbucks spent three months in shock.
Its new strategy, announced last week, suggests that the coffee giant still has the caffeine jitters. It has opened three new outlets in Seattle – without any Starbucks branding. 15th Ave. Coffee and Tea and its sisters look and feel like independents. The muted press release from Starbucks says that the unbranded stores offer ‘new opportunities for discovery, a high level of interaction and a deep connection to the local community’.
But these things – experience, interaction, community – are central to Starbucks’s brand. Hiding the brand suggests a company with an identity crisis. Perhaps Starbucks has been told that, in a recession, consumers retrench to the familiar and local. This may be true, but research from the US and elsewhere suggests that reports of a ‘bonfire of the brands’ are somewhat exaggerated.
The fuller story is that, for American consumers, price matters more. It’s no longer the poor relation to quality and convenience. But price isn’t everything. The brands that thrive in the downturn will be those that offer quality and experience at a fair price and give consumers what they want – for example, acting on the recessionary trend towards going out for breakfast, not dinner (good news for coffee houses).
So four bucks may not be bad – if they come with a little bit more of a bang. Starbucks needs to show its consumers that it understands this. But to build this trust, it needs to keep on being Starbucks.
The picture at the top is of Rob Brandt’s ‘Crushed Coffee Cup’ design, and is used with thanks.
1 comment 28 July 2009
Avocados, ethics and supermarket histories
Alex Steer writes:
The avocado pear’s name is the product of selective memory. Our word for the South American vegetable comes originally from the Nahuatl word ahuacatl, which means ‘testicle’. This unfamiliar word was borrowed into Spanish, but mishearing and confusion with the easier-to-remember word for ‘advocate’ or ‘lawyer’, avocado, led to this being used for the pear. Avocado was borrowed into English in the late 17th century, and has stuck.
The avocado has in recent weeks found itself at the centre of a standoff between two supermarkets. Sainsbury’s and Marks and Spencer have launched TV adverts – commemorating their 140th and 125th anniversaries respectively – in which they each appear to take the credit for introducing the avocado to Britain. The avocado is now an advocate in supermarkets’ increasingly fierce battle for market share, but it is arguing the case for both sides.
There has been no shortage of ads harking back to the past recently – Sainsbury’s, M&S, Hovis, Persil – and no shortage of commentators noticing this. Most have identified that behind these campaigns lies a perceived yearning by consumers for the securities of nostalgia and tradition. Hovis’s strapline – ‘As good today as it’s always been’ – resonates with wary, recession-weary shoppers who are longing for a little sanity. Nostalgia brands are brands that have stayed the course; brands you can trust.
But Sainsbury’s and M&S are not just saying they are reliable retailers. They are saying they are responsible, ethical ones, and that they always were: employing women, helping the planet, doing their bit for the war effort. These campaigns are histories, written to appeal to the values and good citizenship modern consumers seek from brands.
The demand for corporate social responsibility is relatively new, and it’s hard for older brands not to look like they’re jumping on today’s bandwagon, compared to new brands who have built CSR into their blood and bone. By framing their histories in terms of modern values, retailers are telling consumers that, unlike the avocado, they were always advocates, representing quality and fairness. It remains to be seen if consumers will buy this, or conclude that it’s all a load of ahuacatls.
The picture at the top – a photograph of a painting – is borrowed, with thanks, from Betweenland on flickr.
1 comment 15 June 2009
When saying sorry doesn’t work
Andrew Curry writes:
Suddenly, ‘sorry’ seems to be the easiest word, at least in London. Quite apart from politicians saying sorry, eventually, about their expenses, we’ve had Marks and Spencers saying sorry for charging more for bigger bras, and (as Andy Stubbings has mentioned here) the London Evening Standard saying sorry in an extensive poster campaign for, well, for pretty much everything.
It’s true that the Standard’s branding is discreet and it’s mostly done by typography, but it seems as if the paper is saying sorry for being complacent, predictable, negative, and out of touch among other things.
As ad campaigns go, it has the merit of getting them talked about (as this post demonstrates) although for this non-reader the Standard was always a smug evening paper which pandered to the prejudices of its core audience in the commuter belt.
Indeed the whole campaign, prompted by the arrival of new Russian owner and new editor, feels like they’ve done some focus groups with lapsed readers and slapped the findings straight on to the billboards. (Which saves the inconvenience of a debrief, I guess).
Will any of these work? I think the M&S apology will – it’s a simple issue with a simple remedy. I’m sceptical about the other two. In the face of their respective declining markets, both paper and politicians will find that saying sorry isn’t enough.
The picture at the top, published under a Creative Commons licence, was taken by renaissancechambers, whose photostream is here.
1 comment 14 May 2009
Old and unimproved
Andy Stubbings writes:
Pessimism is an often underrated emotion. In this dismal economic climate, brands like Schweppes (with their series of woodcut style print ads that send up British political figures) and even the Evening Standard (with their “Sorry” bus and tube advertising) have sought to capitalise on consumer discontent and, most probably, a simmering resentment towards our political and economic institutions (for a wonderfully vitriolic example of this anger, see Matt Taibbi’s ‘The Big Takeover’).
However, no mainstream brands appear to have done this as explicitly as Shredded Wheat in the US. The “Progress is Overrated” print ad above is part of a campaign by cereal manufacturer Post to publicise the simple, unchanged origins of their product. As you would expect, the long-copy form and type-setting feel of the print ad are wantonly old-fashioned, conveying “back-to-basics” message (although the slapstick tone of other campaign media feels at odds with this). What is especially interesting about the copy, however, is that it namechecks waste concerns, resource shortages and the impact of climate change as evidence that we have not progressed (though curiously no mention of the financial crisis. The people who buy Shredded Wheat are mainstream American consumers, many of them mums buying for their kids. The tone of the campaign (by Ogilvy & Mather in New York) implies that research has found this attitude reasonably prevalent in the target audience, which suggests that consumer discontent may be quite widespread.
While it may be difficult for established brands like Schweppes and Shredded Wheat to reinvent themselves as the Voice of Discontent, I think there is a substantial opportunity for less well-known brands to take this on, in the way that Mountain Dew reinvented itself as the ‘slacker’ brand in the midst of the corporate greed of the 1980s. With so many brands offering similar messages of solidarity and empathy with consumers at the moment, it might be that pessimism proves a smarter and more distinctive position.
The picture is borrowed, with thanks, from Noise Between Stations.
1 comment 13 May 2009
Rebranding Brand America
Image by Andrew Lockhart
Andy Stubbings writes:
Much has been written about the effect that Barack Obama might have on perceptions of Brand USA; it’s also worth considering what it might mean for American brands. Much of the explicit Obama-related marketing during the election campaign and before the inauguration was fun but gimmicky; from Ikea’s invitation to redesign the Oval Office with flat pack furniture, to Pepsi’s in your face Yes You Can message; to Ben and Jerry’s ‘Yes Pecan’ flavoured ice cream, with initial revenues going to the non-profit Common Cause. Part of the issue for brands wishing to capitalise on the “Obama effect” is that the President remains something of a cipher (a long-standing theme in Obama coverage) and appears reluctant, perhaps understandably, to define himself too hastily.
But perhaps there’s a deeper story at play here. In a long reflective piece (opens in pdf) the management thinker Charles Hampden-Turner describes Obama as “the leader who reconciles” apparent opposites: continuity and change; cooperation with opposition; victory with self-sacrifice. What is intriguing about this is the suggestion that, in the context of current uncertainty, leaders and brands that can manage a massive national cultural transition by reconciling opposites do well.
Indeed, Douglas Holt, Professor of Cultural Branding at the Oxford Said Business School argues that iconic brands are built by seizing on “cultural contradictions” and reconciling them: whether that be a divide between young and old, black and white, or continuity and change. After the noisy simplicity of the Bush years, it may be that some quiet ambiguity from America’s leader – and from its leading brands – is the smart strategy right now. Any thoughts from American readers?
The image at the top of the post is by the graphic designer Andrew Lockhart.
1 comment 19 February 2009
