"'tis the season for great branding"

press play>>now to view Ken's Holiday Message.
“‘Tis the season for great branding”

Traditionally, the holiday season has been the time for advertisers, especially retailers, to strut their best, most creative stuff and try to capitalize on the peak selling season. The newspaper used to be a showcase of great photography and copywriting. Television spots reached out to your hearts and for a while ignored the price-item frenzy to help put their brand on the top of Santa’s wish list. The postman needed a lift-truck to deliver all the great catalogs and wish-books that we kept on our coffee tables throughout the season. And recently, innovative programs (like OfficeMax’s “elfing” promotion) have put the fun back into the holidays.

I won’t say much about the print ads other than to note that Kohl’s and JCPenney are making a lot of printers and paper mills quite merry this Christmas. Enough already! And how many red catalogues can Macy’s possibly mail with an equal number of 15% discount cards?, As I’ve said before, Sam’s club has the best print out there.

For television, I decided to take a Thursday evening and watch the entire NBC schedule to see what great spots might be out there. I’ve determined that the programming director for the network must be a junior high kid with a warped sense of humor. Advertising-wise, it was just one big disappointment. Target (usually my favorite) missed the mark this year. Best Buy, TJ Maxx, and many others overdid the singing choruses. If you can’t do great creative, make up a parody of a Christmas carol and get a bunch of lip-syncing actors to join in the fun.?

But, once again as it has been for many years, there was a shining exception. I took the time to watch a Hallmark Hall of Fame movie and as always was not disappointed. The movie had a great message and great acting. However, the commercials were the best ever. Not only does Hallmark remind us of why greeting cards are a memorable way to connect to someone we care about, but they also remind us of the holiday traditions (as in ornaments with meaning) that make this such a wonderful time for families. And they didn’t stop there. With a third message at every break, reminding us that Hallmark has been doing it for over 50 years with nostalgic looks back that are real—not contrived. The messages are great for an industry facing more online competition, but they also solidify a great brand that has been consistent in quality and emotional value. When you care enough to send the very best comes alive. And Hallmark does it in their stores, with their products (besides the cards) and with a brand that people love. To view some of them, copy this link to your web browser: and enjoy the best of the season.
http://www.hallmark.com/webapp/wcs/stores/servlet/article%7C10001%7C10051%7C/HallmarkSite/GoldCrownStores/GCS_COMM

MERRY CHRISTMAS! .



INVITATION: Don’t miss this year’s annual National Retail Federation Convention at the Jacob Javitz Center in New York, January 10-13. Robyn Winters, a “Whole Brain Thinking” expert and I will be introducing our new program – BRAIN BRANDING! This is a new, unique way to increase your market share and develop more customers.
Don’t miss a presentation that take a whole different look at branding. It's at 9:45am on Wednesday, January 13.

Branding and Online Marketing and Networking. Watch now.

PRESS PLAY>> NOW TO VIEW KEN'S OPENING COMMENTS AND INSTRUCTIONS.

THEN CLICK ON THE FOLLOWING LINK TO VIEW KEN'S INTERVIEW WITH TERRY BROCK.
http://www.terrybrock.com/marketingkenbanks/

Teach Your Marketers Well!

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I just finished teaching my third class of graduate students at Schiller International University (www.schiller.edu). Most of the students are from other countries and nearly all are not planning a career in marketing. However, it’s a requirement for their MBA and fortunately the school recognizes the importance of marketing as a key to their future success. I have to admit I’m a bit jealous of the students with regard to their text book—Essentials of Marketing, 11 th Edition by Perrault, Cannon and McCarthy. Unlike the textbooks in my college days, this one really is a wonderful study guide.rather than simply well written text and theories. It’s well-organized, , up-to-date, gives many examples and a helpful appendix to help figure out the numbers as well. Additionally it includes a CD, which not only administers the quizzes on each chapter, but also provides video and audio examples of great advertising to help make the points. There is an excellent marketing plan coach included too that helps to guide the student step-by-step in preparing an effective marketing plan.

What it doesn’t have, however, is symptomatic of what’s wrong with today’s marketers. Out of over 600 pages of information, only 7 (yes seven) pages are devoted to branding. And these deal primarily with logos and package design, trademarks, etc. Never does it refer to branding as the key to the marketing strategy and the underlying DNA of the product or service that makes the rest of the marketing functions work.

When I look at all of the retailers and manufacturers whose businesses are suffering these days, I can’t help thinking that maybe they only learned their marketing from a text book like this. Some of the campaigns and efforts by many stores out there may be creative or aggressive, but lack substance—or a reason for being. I believe that they should stop blaming the economy and look at the lack of branding that goes into their marketing instead. The auto companies are classic examples of this. Stores like Circuit City, Linens N Things, Bombay Company all did a lot of “marketing” (actually, advertising), but obviously lacked a strong brand strategy that would have helped their brand resonate with the consumer.

So who does it right these days?? I get asked that question a lot and my immediate answer is Apple. As a retailer and manufacturer, they get it right. I won’t go into the product branding that is already legendary behind their Mac’s, iPods, and iPhones. Instead, let’s look at their stores, where they meet with their customers face-to-face.
Recently, I converted to a Mac and iPhone, and the experience has been a revelation to me on how great branding can be in retail. The stores are fun, exciting, interactive and convenient. The merchandise is out so people can try it out, get information and explore before one of their many, well-educated Apple people offer assistance. Yes, they live up to the personality portrayed in the Mac vs. PC commercials. They are not only knowledgeable, but they are also really nice people who actually like to help you select the right product, get the right accessories, and answer any questions (and if you’re converting from a PC, there are many questions!). Their One-to-One training (link: http://www.apple.com/retail/onetoone/) is easily accessible, on time and really helpful. The product design and the follow-up communication is simple and understandable. And it all seems to work very well. On one of my one-to-one appointments, I arrived at the store at about 11am. The shopping center (one of Tampa’s best and most successful) was basically empty—except for one store—Apple. The line was cued outside because it was so busy inside—and nobody was complaining. The iPhone GS had just be introduced early that week and that created more demand, but to take care of the customers and keep the interactivity going as planned, the cue was necessary. The people taking care of customers were busy, but smiling and not one of them rushed through their transactions. There were no SALE or CLEARANCE signs out front, like most of the other retailers in the center. In short they were living up to the brand and the customers loved it. That must be why Apple’s performance continues to excel. (Third Quarter revenue, margins, and profits all were up substantially. ) Steve Jobs has been a great leader, but he’s not the only one responsible for this continued performance. It’s a great brand, with a great strategy, implemented very well.

Apple’s strategy, like their advertising, is probably concise and to the point. I’m sure they devote more than seven pages to branding.

The Worst Thing That Can Happen?

PRESS PLAY >> NOW FOR A BRIEF WELCOME MESSAGE FROM KEN

A couple weeks ago, I attended the CRM Conference at the Sheraton Chicago hotel. Since I was staying a couple blocks away at the Hilton, I packed up my laptop and files when I left that morning for a full day of sessions. I got there in time to catch breakfast in one of the ballrooms just before the morning sessions started. I quickly put my brief case on a chair at a table near the buffet and occupied by a couple friends who were finishing up. Got my eggs and quickly sat down and put my bag on the floor next to my chair and quickly finished as everyone left when the session was announced. I had a quick call on my cell and then got up to leave as well. Then it happened. I reached down and my bag was gone! I searched under the table at least 10 times, asked the wait staff, caught up with the people who were sitting with me (assuming one had picked it up by mistake). No luck. It was gone.

I quickly notified the meeting planners, one of whom remembered seeing a suspicious male in the breakfast room and was going to call the meeting director when the person disappeared. She later identified a photo that the hotel security had as that of the person she saw. The confirmed it was a professional job and that my case was probably already gone to the organized ring that steals these for the hardware and for the info stored inside. From there, it was a day from hell—contacting security, the Chicago PD, the credit bureaus, my credit card companies (Amex was great) and several other contacts. My friends and acquaintance all extended their sympathies when they learned my fate and to the person said that this had to be “the worst thing that can happen”.

Hopefully, it won’t happen to you. Here are some tips to help avoid the same fate.

CONFERENCES
I have learned that this is becoming a more common occurrence at conferences and meetings. Professionals are on the lookout for nice (my Tumi leather fit the bill), bulging (laptops and cameras and files that we all take on business trips), and separated (even if only at your feet) briefcases that can supply expensive items and even more valuable identification files.

• DON’T LEAVE YOUR BAG UNATTENDED. I have done it. I have seen many others do it. We are at the conferences and there’s a break or lunch or restroom need and we leave our bag sitting on the table or chair while we leave even for just a minute. I was right next to my bag and the pro just walked by as I chatted on my cell and walked away with it. Don’t leave it in the reception or expo hall as you walk around either. These pro’s know the routine and are watching.
• DON’T PUT EVERYTHING IN THE BAG. Easy to say, but we all need the laptop and files when we travel. I recommend that you keep them separate. And keep the contact lists with your credit card info (like online accounts and passwords) separate. I had my cell on me and so they didn’t get that and it had much of the info (like account #’s) that I needed to stop the fraud.
• WATCH THE BAG. Don’t let it out of your sight. They are as slick as a pickpocket. This includes in the restroom stalls as they can come by and reach in and be off while you zip up your pants or skirt. Don’t assume there is security in the room. There isn’t and they don’t really watch for strangers. Especially those conferences where ID badges aren’t checked as you enter.
• BE OBSESSED. Trust me, it’s better to be overly concerned, than to have to spend the next couple weeks changing every account and password, changing your passport, changing your frequent flyer accounts (they all have your passwords too), and worrying that someone is going to compromise your identity (that won’t end for quite a while since they know to wait)
• NOTIFY THE CREDIT BUREAU’S IMMEDIATELY—Experian, Equifax and TransUnion will notify each other. Sign up for a credit or ID theft alert program. I signed on to TripleAlert.com, which notifies you if there is suspect activity on your accounts.
• DON’T PUT YOUR ACCOUNT NUMBERS AND PASSWORDS IN YOUR CONTACT LIST. Unfortunately, I had put several and even though I used coded names for the passwords on my bank and credit cards, I suspect the pros would figure it out really fast if they are ID thieves.
• KEEP A SEPARATE THUMB DRIVE WITH ALL THIS INFO AND KEEP IT SEPARATE FROM YOUR BAG. Don’t put your keys or your cell phone in the bag either.
• KEEP A COPY OF YOUR PASSPORT AND DRIVERS LICENSE. Makes it easier to file for stolen or lost with the government.
• DON’T PUT YOUR OUTLOOK CONTACT LIST AND CALENDAR ON YOUR IPOD.
• BACK UP YOUR CONTACT LIST AND CALENDARS REGULARLY. Fortunately, I had backed up about 10 days before the Chicago trip, so my file loss was minimal.
• GET A COPY OF THE POLICE REPORT IF YOU ARE ROBBED. You will need it for your insurance claim and it’s hard to locate after you leave (as I found out).
• FILE AWAY YOUR FREQUENT FLYER AND SELDOM USED CREDIT CARDS. You can do it all without them anyway and if you have a secure place for the numbers that will keep them from getting in the wrong hands.
• KEEP YOUR RECIEPTS OR MANUALS FOR THESE IMPORTANT ITEMS. Fortunately, I had most of them and it facilitated the claim, which I had filled within two weeks.
• FINALLY, LOOK FOR THE SILVER LINING. I am writing this on my new Mac Book, which I love. I use my new I Phone, which replaced my separate I Pod. And my new Nikon has a lot more megapixels than my old Casio.
Still, I would give it all back to not have to go through this again. We all go to meetings and conferences and airports and hotels and leave our stuff out there. Remember, there are pro’s watching for you to look the other way.

Good luck.
Ken

Branding and the Demise of GM

Press Play>> now for Ken's welcome message for June 2009, or go to http://www.youtube.com/watch?v=iZP0LfEsrDI now.

So the impossible finally happened. Not only did Chrysler bite the dust last month, but now General Motors—the symbol of American industry—files for Chapter 11 protection. How could this happen??

Well, the media is full of reasons and the auto execs are full of excuses and the UAW is quick to blame. However, let’s stop blaming the mistakes of the past on what’s happening today. Sure some of the cars they produced in the 70’s and 80’s made you wonder what they were thinking (or not thinking!). But frankly, I believe that many of these companies’ autos stack up quite favorably with all the imports (even if most are made in Tennessee and Ohio). The Malibu’s, the Jeeps, the Sebrings, the Envoy’s are pretty comparable to the Camry’s, Accords, and the Altima’s according to Consumer Reports Auto buying guide. So what’s the problem?

I know I am biased, but I believe it all comes down to the lack of solid branding and marketing by the Big 3 year after year. They have been so entrenched in their thinking and so biased in their execution—especially in media—that most of the buying public really has no preference or relationship (positive, that is) with these companies or their brands anymore. I challenge you to give me what brands like, Cobalt, Legend, G6, Enclave, Traverse, MKZ, or Caliber stand for—or even who makes them.
The car companies have gotten so enthralled with “dealer incentives”, "$ off factory invoice", and “employee pricing” that they forgot that the consumer wants to know why they should consider the car in the first place. I look at how Lexus and Hyundai put themselves on the map and wonder why didn’t the “Big 3” just try to emulate what they were doing? I see some cars on the road with model names that I never heard of until I’m sitting in my dentist’s office and pick up some obscure lifestyle magazine and see a big four-color ad featuring this unknown model.

The re-introduction of the Ford Thunderbird a few years ago was heralded as a marketing success so they did what any other ignorant business leader would do—they stopped marketing it! Not long after, the model was discontinued due to “lack of consumer demand”. Consumers have so many choices; a brand can’t hide and expect the demand to suddenly appear. The companies—and their ad agencies—have been criticized consistently for their lack of creativity and marketing innovation. Yet, they keep doing so much more of the same things; I have to question their motivation.

It’s all about leadership. Lee Iaccoca in his new book, “Where Have All The Leaders Gone?” asks: “Name me an industry leader who is thinking creatively about how we can restore our competitive edge in manufacturing. Who would have believed that there could ever be a time when 'The Big Three' referred to Japanese car companies? How did this happen, and more important, what are we going to do about it?”

So now the government, the unions, and an Italian car company that failed in the US a long time ago are taking over. I hope they do their homework and maybe read what Peter Drucker said a long time ago: “Because the purpose of a business enterprise is to make a profit, a company has two—and only these two—functions—Innovation and Marketing. Innovation and Marketing produce results. All the rest are just expenses.”

It’s time for the car companies to look at what Wal-Mart, Costco, Apple, and
Southwest Airlines have done in marketing to the same customers who would buy their cars. What’s branding got to do with it?? Everything.

IKEA--WHAT AN IDEA!

press PLAY>>> now for a short video welcome from Ken or click on http://www.youtube.com/my_videos_annotate?v=ATiyT7gsZ1A to view.

Like many other Tampa Bay residents, I was excited to learn a while back that IKEA was opening its first store in the area this month. Unlike most of the others, however, I wasn’t just excited about the exciting merchandise, the great prices, the fantastic displays, the outstanding sales help, or the delicious Swedish meatballs. Rather, as observer of the retail scene, I was glad that I don’t have to go to New Jersey or Cincinnati to take a look at what this retail innovator is doing appeal to its customers. One of my students in my graduate marketing classes at Schiller International University gave me a special invitation to the pre-grand opening preview this past weekend so I could take a look before the crowds started camping out for the early bird grand opening. (Yes, they even have a customer friendly sign outside the front door on camping suggestions and rules.)

Once inside, I realized again why this chain defies the doldrums that face all retailers—and especially furniture stores—these days by posting over a 7% sales increase last fiscal year bring their sales to over 21.2 Billion Euro annually. They have figured out how to not only make shopping fun, but also convenient for their customers. Walking through the over 350,000 square foot store, I couldn’t help repeating the same phrase at every corner: “What a great idea!” (I stopped counting at 30 repetitions) as I would see yet another innovation in merchandising, displays, or signage. To the point, where I said to my family: “They should call this place IDEA instead of IKEA.” It is one great consumer convenience concept after another and the prices just seem to be outstanding as well. Sales help??. Of course, this is a pre-opening, but from the over 50 parking lot attendants to the myriad of smiling, helpful yellow shirts in the store, it sure beat the vulture-like sales people in most furniture outlets these days.

I took the time to ask several associates about how they liked the store. The response was always “This is a great company.” They were as excited as we were with the store—and it wasn’t just because they were just some of the 400 lucky people who were selected to work there out of over 2500 applicants. This is a brand that gets it and has been getting it in Europe for decades and here in the US for just a few years. They have a reason for being (consider today’s shopping patterns for furniture). They compete on value, not just price. (Wal-mart prices with Rooms-to-Go value.) They’re convenient. (I thought the small space rooms were especially timely and easy to shop for today’s downsizing population.) And, finally, they make it fun to shop. Not just the magicians and balloon artists for the grand opening, but the whole experience from the store maps to the kids activities to the wonderful lunch buffet (loved those meatballs), this is a great place to spend a Saturday.

They get it. And if more retailers would take a few hours out of their slumping stores and visit the IKEA near them, they would see that retail can be fun—and profitable.


Shoppers filled the new IKEA even before the Grand Opening--and it was fun.

#10 WAY TO IMPROVE YOUR BUSINESS

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Look for a summary of all 10 Ways to Improve your Business in next month's issue of RETAIL AD WORLD in Ken's regular column The Marketing Edge

Don't forget the Global Retail Marketing Association's annual summit at St. Petersburg Beach's Don CeSar Hotel on April 23-25. Get inspired and in tune with what you need to know to be successful. Go to www.globalretailmarketing.com.

#9 WAY TO IMPROVE YOUR BUSINESS

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Don't forget to attend the Global Retail Marketing Conference in St. Petersburg Beach on April 23-25. Check out the program at www.globalretailmarketing.com.
Great program. Great insights.

#8 WAY TO IMPROVE YOUR BUSINESS

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www.kenbanks.com

#7 WAY TO IMPROVE YOUR BUSINESS

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10 WAYS TO IMPROVE YOUR BUSINESS #6

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10 WAYS TO IMPROVE YOUR BUSINESS #5

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10 WAYS TO IMPROVE YOUR BUSINESS #4

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10 WAYS TO IMPROVE YOUR BUSINESS #3

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#2 WAY TO IMPROVE YOUR BUSINESSS

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10 WAYS TO IMPROVE YOUR BUSINESS #1

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WANT REAL HELP AND INSIGHTS? DON'T FORGET THE RETAIL ADVERTISING CONFERENCE HAS MOVED TO LAS VEGAS ON FEB 25-27...REGISTER NOW AT http://events.nrf.com/rac09//Public/MainHall.aspx?ID=3947