2008: Make Your Brand Indispensable
Trim the fat. Make more money. Really listen to people. It's that time of year when we set out to meet new goals and commit to reinventing ourselves.Our customers are making the same promises. Traditionally, companies have taken notice by offering two-week trial memberships or free toasters. But the marketplace today demands much more than product incentives; it's about becoming an integral part of your customers' lives. Learn how to make your brand a necessity by understanding and facilitating the shared interests, values, and goals of your customer community.
Throw Your Weight Around
Weight Watchers International literally gave itself a New Year's brand makeover. The corporation announced their latest campaign, "Stop Dieting. Start Living." to the world with an electronic billboard in Times Square on New Year's Eve.
The brand is driving traffic online to let consumers discuss living well, rather than the company's traditional approach of stressing offline meetings and dieting.
"There is already the community in Weight Watchers -- it's a lot about community, sharing recipes, sharing experiences -- so we are just trying to make the community bigger," says Joyce King Thomas, chief creative officer for WWI's advertising agency McCann Erickson New York.
And I know their program. I'm not just a brand analyst; I'm a member. The meals offered by Weight Watchers are no longer the focus of their brand kickstart -- they're just a tool to help people avoid cravings or transform their relationship to food. Weight Watchers isn't a dieting program -- it's a blueprint for a new lifestyle. And it's connecting consumers with each other, allowing them to struggle together or share their triumphs.
Join a Community
In aligning your brand with a community; you can create a passionate and loyal set of consumers, who see your brand helping to bring them together. Nike has found great success with its online running community, Nike+ Runners bond on the Web -- looking for advice, encouragement in training, and sneaker recommendations. Accordingly, Nike's sales have grown from $10 to $16 billion over the past four years.
But for every running community on Nike.com, there are still unaffiliated groups just waiting for a brand to swoosh in and offer sponsorship. I'm surprised that a shoe or apparel maker hasn't aligned itself with SilverSneakers -- the nationwide exercise program designed for senior citizens.
Passionate communities, in which an activity is a lifestyle, make for a profitable consumer base. Your brand loyalists can be found anywhere from professional bull riding fans to driving enthusiasts. Consumers just need to feel that you recognize what is important to them -- and that's how a love that lasts eight seconds can build a customer relationship that lasts a lifetime.
Brand Extensions and Community Values
At one time or another, we've all made the resolution that this is the year we find love. That was the idea behind Match.com, which now boasts 15 million members. The business was ahead of its time when it launched in 1995 and instituted a membership concept that has become the industry standard.
Match.com isn't a dating website -- it's a community of people looking for love -- with its own rules and standards. You're not buying a dating product -- you're buying access to a community of people just like you, who want to offer advice or commiserate on the lack of dating options.
Match.com's latest brand extension is brilliant. MatchMyFriends lets people create profiles for their friends, essentially transferring their matchmaking attempts in real life to the online community at Match.com. Here, they're also branding Match.com as another friend -- just someone who wants to help you find love. Those are the kinds of positive associations that translate into increased subscriptions this quarter.
So, you've got a few New Year's resolutions. Go out and make some friends online. Find a community that lines up with the values of your brand. And then figure out how you can start making a difference in the lives of those people. Because this year really will be different -- we're going to stick to the promises we make in January. Here's to a healthier, wealthier brand in 2008.
Weight Watchers International literally gave itself a New Year's brand makeover. The corporation announced their latest campaign, "Stop Dieting. Start Living." to the world with an electronic billboard in Times Square on New Year's Eve.
The brand is driving traffic online to let consumers discuss living well, rather than the company's traditional approach of stressing offline meetings and dieting.
"There is already the community in Weight Watchers -- it's a lot about community, sharing recipes, sharing experiences -- so we are just trying to make the community bigger," says Joyce King Thomas, chief creative officer for WWI's advertising agency McCann Erickson New York.
And I know their program. I'm not just a brand analyst; I'm a member. The meals offered by Weight Watchers are no longer the focus of their brand kickstart -- they're just a tool to help people avoid cravings or transform their relationship to food. Weight Watchers isn't a dieting program -- it's a blueprint for a new lifestyle. And it's connecting consumers with each other, allowing them to struggle together or share their triumphs.
Join a Community
In aligning your brand with a community; you can create a passionate and loyal set of consumers, who see your brand helping to bring them together. Nike has found great success with its online running community, Nike+ Runners bond on the Web -- looking for advice, encouragement in training, and sneaker recommendations. Accordingly, Nike's sales have grown from $10 to $16 billion over the past four years.
But for every running community on Nike.com, there are still unaffiliated groups just waiting for a brand to swoosh in and offer sponsorship. I'm surprised that a shoe or apparel maker hasn't aligned itself with SilverSneakers -- the nationwide exercise program designed for senior citizens.
Passionate communities, in which an activity is a lifestyle, make for a profitable consumer base. Your brand loyalists can be found anywhere from professional bull riding fans to driving enthusiasts. Consumers just need to feel that you recognize what is important to them -- and that's how a love that lasts eight seconds can build a customer relationship that lasts a lifetime.
Brand Extensions and Community Values
At one time or another, we've all made the resolution that this is the year we find love. That was the idea behind Match.com, which now boasts 15 million members. The business was ahead of its time when it launched in 1995 and instituted a membership concept that has become the industry standard.
Match.com isn't a dating website -- it's a community of people looking for love -- with its own rules and standards. You're not buying a dating product -- you're buying access to a community of people just like you, who want to offer advice or commiserate on the lack of dating options.
Match.com's latest brand extension is brilliant. MatchMyFriends lets people create profiles for their friends, essentially transferring their matchmaking attempts in real life to the online community at Match.com. Here, they're also branding Match.com as another friend -- just someone who wants to help you find love. Those are the kinds of positive associations that translate into increased subscriptions this quarter.
So, you've got a few New Year's resolutions. Go out and make some friends online. Find a community that lines up with the values of your brand. And then figure out how you can start making a difference in the lives of those people. Because this year really will be different -- we're going to stick to the promises we make in January. Here's to a healthier, wealthier brand in 2008.
Today, interaction is even more valuable than exposure. It's the challenge for every client...and every agency.
I look forward to meeting you this afternoon.
best,
Chris Boak
917 690-2549