Discover Top Posts Tagged with #professorgoseline

Share your happy :)

Kashi’s latest twitter campaign uses the hashtag #ShareYourHappy as an invitation to its followers to share positive stories that centers or remind them of happiness. The hashtag is also used to communicate Kashi’s mission as shown on the example below. The tag allows both to communicate their value proposition and to receive stories from followers.

By inviting people to share what makes them happy, Kashi needs to make sure that they can reply when needed. In the example below Monica mentions how much she is enjoying a type of cereal while missing another type which was discontinued. She goes further by expressing the attachment the cereal has not just because of the cereal itself but because of the memories from when consuming it. Kashi’s response is brilliant in that it deflects the pseudo-complaint by asking Monica to tell them how much she misses the cereal in question.

There are innumerable examples of brands that are using twitter to effectively communicate with their customers, followers and both. Because corporations can be considered to be soulless entities, social media can bring back the idea that the brand is something/somebody we can interact with by means of speech. In this sense, by Kashi Foods replying directly to twits, retweeting or ignoring comments all together can speak about the brand’s identity and the image they want people to perceive them by. In the example here described, Kashi Foods creates a 2 way communication channel that allows to share information but also to clarify misinformation. On the second reply for example Kashi’s reply as to why a certain cereal was discontinued enlighten the reader that in fact it is possible the stores are not carrying it and thus invites the reader to find stores carrying that particular cereal by sharing a cereal locator link.

In this example, we can see how Kashi Foods uses a hashtag that is designed to convey positivity and positive messages, when thinking about happy words like cheerful, cheery, merry, joyful, jovial... come to mind. By engineering or framing the campaign this way Kashi is attempting to protect itself from appropriation of the hashtag by people that may turn it around and use it to complain or to bash the brand.

Finally some additional replies to the twitter campaign using the #ShareYourHappy tag

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Paris-Amsterdam

The AirFrance-KLM group is the parent/holding company of two major airlines, as its name indicate, AirFrance and KLM, the group was founded after its namesake companies merged in 2004. Since its creation the group has kept the two airlines’ names, brands and overall images separate - where each one of them has its own identity and specific value proposition. The group operates from two major airports Paris–Charles de Gaulle Airport and Amsterdam Airport Schiphol.

This division or separation, allows the group to taylor their messages for very specific markets, we can say that the group has adopted a House of Brand approach, which allows them to clearly communicate to different niche or smaller market or segments. Although the two markets served by the two airlines are by no means niche, it is important to highlight that when looking at the two large segments as divided by geography - with AirFrance having a strong presence in France while KML having a stronger presence in the Netherlands- the group thus is able to prevent brand dilution, had they adopted one name after the merger. Cultural differences between the two countries (and a bit of national sentiment too) in addition to the expectations in terms of culture, language and even food, that consumers have made it a priority to keep the two brands separately.

This separation is clearly exemplified with another benefit of a House of Brand approach, which is that of “avoiding an association that would be incompatible with an offering” this is particularly true for AirFrance, whose advertisement campaigns have always evoque being chic, classy and simply French.

France is in the air... or how to experience glamour in the clouds

A great example is the comparison between the France is in the Air campaign from AirFrance with the Moving your World campaign from KLM.

The France is in the Air campaign is a very powerful example on the advantages of keeping the brand names separate. The campaign was “conceived to convey the airline’s unique French travel experience” and delivers that message in a colorful, tasteful and incredible way. The airline is considered “a flying embassy of the art de vivre that France stands for”, therefore such a message, being so specific about France and its history and culture or about what France is famous for. would have have no impact or meaning for travellers or customers of KLM, more so if said travellers are not even visiting France.

While AirFrance is glamour, KLM is efficiently moving... your world.

Just to highlight how different is the communication within these two airlines is, the KLM Moving your World campaign which contrary to the AirFrance campaign (which as discussed simply put evoques France), evoques flying with family, kids, friends, the campaign shows actual airplanes and airports. It is possible to see that although the two airlines may cater to the same type of traveller (tourists, business) they do so by calling to different things, whereas AirFrance calls to the travellers imagination and expectation of refinement and glamour, KLM does the same by calling to efficiency and ease of travel.

In all this example highlights one of the importances of brand architecture and the understanding that brand identity and consequent brand management, that is required in order to protect not just the brand’s value but also to guarantee that the brand can be consistent across all channels and communications and target customer segment.

Sources

https://www.fastcompany.com/3043168/france-is-really-swinging-in-air-frances-beautifully-crazy-new-campaign

https://onemileatatime.boardingarea.com/2018/03/19/air-france-new-ad-campaign/

https://en.wikipedia.org/wiki/Air_France%E2%80%93KLM

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Intel Inside Your Phone

The “Intel Inside” branding campaign was designed to associate the brand with safety and leading technology. As the case mentions, the strategy was very successful in making the microprocessor be viewed as an important component of the PC, and it kept Intel from getting squeezed on price and also helped gain more market share.

If Intel can deliver on this promise of reliability and advanced technology in the phone industry, I believe that extending the campaign to other non-PC categories such as cell phones and PDAs is a good strategy. Today you do not know if your phone is powered by Intel chip, much like you did not know that your laptop was powered by an Intel chip prior to the “Intel Inside” campaign. These days smartphones are essentially handheld computers. People are increasingly dependent on their phones for a variety of features. Hence, I believe that the Intel brand will essentially provide a point of differentiation for consumers.

I would, however, warn here about the “NASCAR effect” - a clutter of logos across the back of the phone but one could think of creative ways of dealing with this issue.

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Staying young and relevant, but true to your brand

Kate Moss was like a breath of fresh air for Burberry, until she became yesterday’s news. Then they found Cara Delevingne, who brought even more of an edge to the brand as she became a public persona. This year, they are going to replace her with Lily James to be the face of their My Burberry line.

Is this sustainable? Finding a new “it” girl every couple of years to represent the face of your company. If Burberry is trying to be truly “accessible luxury,” do celebs like Kate Moss, Cara Delevingne, and Lily James represent that?

I don’t think so. Maybe they can think about pivoting to influencers ( through instagram or snapchat) that are more accessible than high profile celebrity models, but also represent the luxury lifestyle of their brand.

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Burberry was considered gang wear; now it's worn by Emma Watson and Kate Moss

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Transcending Industries

I’ve always wondered how Virgin transcends so many industries. How is it possible that Virgin operates in the space industry and the music industry?

It is one of the most unique cases of a company using its brand in so many different contexts. Usually when companies create a master brand with subbrands, they focus on natural fits or complementary products to what they are already producing. However, Virgin has been able to successful deliver across industries.

Richard Branson explains this by saying that Virgin is not about selling a product or a service, but rather he sells a Virgin experience (regardless of the business sector he is operating in). The customer is getting a promise of a fun, high-quality, and unique experience at an upper to middle end price point. Being able to deliver on this promise is what has made Virgin so successful.

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Yellow Tail’s Blue Ocean Strategy

I still remember the day when I was in the liquor store trying to buy my first bottle of wine. While I knew that year and region were factors to consider, as a price sensitive student who had no knowledge about wines, I was looking to buy something that I then considered good value. The wide variety of options made my wine buying decision extremely difficult and time consuming and it was Yellow Tail (an Australian wine brand) that came to my rescue.

By eliminating or reducing traditional wine factors such complexity and aging, and introducing new factors such as ease of selection, ease of drinking and fun, Yellow Tail simplified wine choice that many consumer, like myself, found overwhelming and intimidating.

Yellow Tail adopted a Blue Ocean Strategy and applied what is now known as the four actions framework (described below) to create a unique position for itself in the US wine market. In 2001, post launch, the company sold 1 million bottles in the US, far exceeding the 25,000 estimate. In 2003, just within two years, Yellow Tail became the number one imported wine in the US and today, with the brand available in more than 50 countries, it is one of the most powerful names in the wine industry

Four actions framework:

Eliminate: Which of the factors that the industry takes for granted should be eliminated?

Reduce: Which factors should be reduced well below the industry’s standard?

Raise: Which factors should be raised well above the industry’s standard?

Create: Which factors should be created that the industry has never offered?

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Predicting Diffusion via Practicality: Satellite Radio is the Clear Winner

1. Satellite Radio

Admittedly, my analysis and positioning for satellite radio is biased because it is retroactive. We now know that satellite radio is a runaway success. XM and Sirius have enjoyed widespread adoption by users. Simply put, consumers have enjoyed the freedom of choice and wide variety of options that Sirius and XM provide. Traditional radio forcers far too many commercials on listeners, and although growth may have been slow at first due to the high, initial costs to retrofit cars in 2003, that hurdle is no longer an issue. Cars roll off the assembly line with satellite programming built in now-a-days.

2. Westaim’s Silver Bandages

This product could quickly gain traction and grow in popularity due to a host of positive factors including FDA approval in an adjacent market for the treatment of burns and ulcers, the expedient healing properties of silver, the steady growth still experience by the very mature bandage industry, and customers’ high willingness to pay for bandages that are more “premium” and “cutting edge.” However, there are two major concerns that might prevent widespread adoption, which are FDA approval for the consumer bandage market and the potential price point of the product. FDA approval should not be extremely difficult considering the company has already won approval for sale in hospitals; however, if the price point is exceptionally high in comparison to current bandages, the team should not enter the over-the-counter bandage market. Thus, market diffusion will likely be a slow process for this product.

3. iSmell

While this sounds like a great idea in theory, I think the iSmell is ahead of its time. No doubt, adding the ability to smell scents as they are projected from one’s screen during a movie, video game, or viewing of the Food Network channel is sure to be a dynamic experience. However, the technology doesn’t seem to be quite right just yet, so the likelihood of success via widespread adoption is low at this time. The only consideration that will change this pitfall is time, unfortunately. In 10-15 years, consumers might be more receptive to such technology, at which time market potential will be huge because of the possible applications of iSmell’s technology.

4. Sliced peanut butter

This product seems dead in the water because it is too different from current peanut butter products-ones that consumers are comfortably familiar with (and have been for quite some time). The way this product is framed puts one in the mindset of purchasing cheese slices, and that mental imaging simply does not go over well when applied to the context of making a PB&J sandwich. It also makes one think of the highly processed nature of this food due to the difficutly involved with turning a very sticky substance into a sheet-like form, which is most likely a turnoff because PB&J should always be simple by nature.

To increase its likelihood of success, this company could give away free samples and hold public tastings in small test markets throughout their home state. They could even sell it as a novelty item and admit to its quirkiness rather than shying away from the fact that it is a questionable product. Their target market should be kids, as adults will be more skeptical of it for the reasons listed above.

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