In a land where more kids can name Ronald McDonald than Jesus, Branding is clearly one of the most powerful tools a company has. Yesterday we met with John Coombe VP & Manager Communications at Liberty Mutual, he spent an hour with us talking about the Liberty Mutual Brand, and the creed that supports it. All of what he said reinforced what we heard from the folks at YouTube and Facebook two weeks ago at Liberty Mutual’ Communication Forum. (see Paul’ Blog)
“A brand is not what you say it is, It’s what they say it is.”
This has never been more true than it is today, here in this hyperconnected world. Twitter, Facebook there is always someone with something to say.
John shared with us some of the common traits found in the great brands:
Back in the 50’s it was easy to reach the consumer, they were all huddled round their black and white telly, absorbing everything that the three channels broadcast. These days not only is there a plethora of channels on which to advertise, the consumer can record live tv and watch it back without the ads, and whilst watching the show they are surfing the net, on social networking sites, texting and phoning. The consumer has the power, and all the tools to seek out what they want, and keep out what they don’t. So how does the marketer try and combat this, we have seen many try and onboard with the social network sites to varying degrees of success, many company’s are employing You Tube stars to feature in their commercials. Another method is product placement, as advertisers realise there is a dwindling response to television advertising, there has been a sharp increase in the number of brands trying to get there product featured in the show, from the Coca-Cola glasses in American Idol to the memorial of Michael Jacksons where one speaker mentioned KFC five times in his tribute.
“However beautiful the strategy, you should occasionally look at the results”
-Winston Churchill
To know if you are being effective, you must measure and track both consumers, and competitors. Back in the day this was simple you pushed your brand onto the consumer, and you measured its success. But, in today’s world when you push, you also pull. You pull Bloggers, 3rd party reviewers, user generated content, and Peer 2 Peer recommendations, this all combines to make your metrics that little bit harder to measure and predict.
Another example of branding is the gifts that were being handed out after the Communication Forum, we received iPod travel speakers and an emergency mobile phone charger each branded with the Liberty Mutual logo. We met with Helen Sayles this week for lunch and she to came bearing gifts, Helen brought branded umbrellas, bags, t-shirts, cd’s and weird bendy things. I later also received tickets, these did not carry a Liberty Mutual Logo, but the logo of a Boston institution, that of the Red Sox. If you ever want to see Branding in action take a trip to Fenway Park. Thank you Helen, and “Let’s go Red Sox!”