Ogilvy UK’s Post

‘Are brands a form of corporate bullsh⁕t?’ - a thought-provoking lecture by BBC Presenter Evan Davis. Free to access courtesy of British Brands Group. (PDF attached.) Three rational models to explain the brand phenomenon: Label Model: A brand acts as a label that conveys information about a product. e.g. An Ed Sheeran CD cover tells you that the CD contains music by Ed Sheeran. Brands have value because they help consumers make informed choices. Brand Signalling Model: The amount of money and effort a company puts into promoting its brand signals its commitment to the product. e.g. hiring a celebrity spokesperson suggests a brand is serious about the market it is competing in. Advertising conveys useful information about ‘the real players’ in a market. Ostentatious Consumption Model: Consumers use brands to signal information about themselves to others. For example, a person might wear a Rolex to signal they are wealthy. This model suggests that brands can be used as a form of social communication and this can be valuable to consumers. However, people are far from rational, and purely rational economic models fail to account for the emotional attachment consumers often have to brands. Even behavioural models don't fully explain the brand phenomenon, certainly not for luxury or high-fashion brands. "It is hard to say this as a neo-classical trained economist, but in the end I think you simply cannot avoid the fact that when it comes to brands, there is an emotional attachment of some kind that makes a product more appealing, if it has just the right mix, demonstrates the right qualities or hits just the right mark. This is not a heuristic, it is not a mental shortcut. It is actually just wanting something about the product.” A Willing Seduction: Brands tap into a "magic" element. They appeal to our emotional brains through artist elements, tribalism, and a sense of allegiance. Consumers are willing accomplices in this game, deriving pleasure from these associations. It’s a little like a dog sporting ‘puppy dog eyes’ at its owner when it wants a walk. The owner knows the dog is attempting to manipulate them, but plays along, and even takes pleasure in doing so. Not long after, the pair exit the house and go for a walk. Bullshit in Branding: While some bullshit might exist in branding, brands inherently, as we all know, are something far more complex and nuanced. But brand value is subjective, and it’s difficult to isolate brand impact- with traditional economic metrics falling short. It’s challenging to disentangle the value added by the brand itself from other factors influencing consumer behaviour, such as product functionality, pricing strategies, or distribution channels. Determining how much of a price premium is attributable solely to the brand can be a complex exercise. All I know is that VW group make a 2.0 TFSI engine that goes into four different brands of car, and the majority of people in the UK want the Audi.

Brands transgressing at home and abroad: Black sheep, prodigal sons and identity threats Managing brand misconduct is a top priority for marketers and communication practitioners. VW’s emissions scandal, Nike’s sweatshop crisis and Nestle’s baby killer case are only a few among numerous cases of brand misconduct that caused significant consumer backlash, costly product recalls and lingering reputational damage. While many of these scandals made global news due to the brands’ international presence, it is often assumed that the business impact and consumer experience of misconduct is comparable across countries, licensing managers to use similar transgression recovery strategies at home and abroad. In our latest paper, just published in the Journal of the Academy of Marketing Science, Aulona Ulqinaku, Constantine Katsikeas and I question this assumption. Counter to the expectation that a brand’s origin should be of little or no relevance after transgressions or that consumers should more forgiving toward home brands due to in-group country bias, we propose the opposite. Across 6 studies that analyse consumer Tweets following two well-known transgressions (the VW emissions scandal and the United Airlines passenger incident), longitudinal-secondary data on VW’s value and reputation in Germany and the U.S. following the emissions scandal, as well as 4 experimental studies, we find that: - Consumers react more negatively toward domestic brand transgressions (i.e., the “origin-backfire” effect). - Threats to consumers’ national identity explain why consumers treat transgressive domestic brands as home traitors that deserve punishment rather than prodigal sons that deserve forgiveness. - The damage of transgressions on consumer sentiment, brand reputation and brand value is larger and takes longer to recover from in domestic than in foreign markets. - While consumer ethnocentrism attenuates the origin backfire effect it does not eliminate or reverse it. - Different post-transgression interventions are effective in foreign and domestic markets. In foreign markets, managers can alleviate the impact of transgressions by using post-transgression communications that frame the transgression as a response to an inter-group threat from a domestic rival. In domestic markets, the impact of transgressions is mitigated through compensation strategies that restore social identity threats at a collective level (e.g., nationwide reparations) but not by compensation at an individual level (e.g., reparations to individual victims) or mere apologies. The findings inform branding strategies with regard to market prioritization and resource allocation in post-transgression recovery as well as tailoring of crisis management responses following scandals at home and abroad. We thank the JAMS Editor, the Associate Editor and four anonymous reviewers for a thorough and constructive review process. https://lnkd.in/d_NtVvV5

I've been helping to drive commercial brand value for businesses through design for almost 30 years.  In that time, I’ve learned three valuable lessons: 1. Constantly evolving a brand saves considerable investment in the long run. Most brands are far too dormant and those that own small niches simply don’t feel the need to evolve or be alive. Until someone comes in with a fresh take on the category and offers consumers something new. Think about what BrewDog did for beer, what Dollar Shave Club did for shaving, and what Liquid Death has done for water. When the new, often more culturally relevant, and exciting shiny brand comes along it’s harder to recover lost ground. Don’t leave your brand to die on the shelf, invest in its future to ensure that it continually stays relevant in the world. 2. Relevant differentiation is the absolute key to standing out in a saturated market.   Relevant differentiation is critical to make people choose you over the noisy competitor. Be that product/service or brand differentiation. Lots of categories lack the excitement and energy that consumers demand of brands today. You need to stand out from that crowd as something that people want to buy into. Dollar Shave Club made great quality razors cheap. Liquid Death put water in a can. Pip & Nut wasn’t overprocessed. Differentiation doesn’t need to be a groundbreaking invention – just new to the category. 3. Understand your customer’s needs & wants, then test whether your idea will have any traction. Before you can conjure up an idea like Liquid Death or Dollar Shave Club you have to go and unearth human truths, those killer insights that lead to commercial opportunities in which the brand can exploit. Get under the skin of people and their daily lives, find challenges in their lives and bring products & services to overcome the challenges. When we rebranded Horlicks in the UK, we had an ageing audience issue, but the research pointed to a moment whereby grandmothers passed the brand down to their daughters who then became fans. These daughters were the next generation of mothers, they faced more pressures in life than ever before, often having to juggle work and family at the same time. We had to move Horlicks from a brand perception of helping you get to sleep, to one of helping you relax. The ‘Take a Moment’ brand platform led to a new identity that recruited new mums into the brand and drove the necessary growth that was needed to preserve the brand’s future. The above three lessons have been the foundation of almost every brand engagement I’ve had over the years. It's not just about surviving in the market—it's about thriving by staying relevant, standing out, and deeply connecting with your audience. With an idea that resonates! #Branding #BusinessGrowth #startups #challengerbrands

The Hero Archetype In our previous article, we explored the various brand archetypes. Today, let's focus on one of the most inspiring: the Hero archetype. At Market Share, we believe that every brand has the potential to become a source of inspiration and motivation for its audience. This is precisely what the Hero does. The Hero is more than just a marketing model; it embodies bravery, determination, and integrity. Brands that adopt this archetype don't just sell products or services. They tell a story of conquest, self-improvement, and transformation. These brands push us to be better and achieve our goals, no matter the obstacles in our way. Let's explore how the Hero can transform your brand into a powerful source of inspiration. Imagine a universe where every brand tells a story, where each product or service embodies a unique personality. This is where the Hero archetype resides, a psychological model that shapes the very essence of a brand. The Hero archetype is characterized by its courage, determination, and unwavering resolve to overcome obstacles. It's the brand that inspires you to conquer your own challenges, urging you to push your limits and become the best version of yourself. The Hero's mission is to make the world a better place through brave actions and steadfast integrity. Brands that embody the Hero archetype are often leaders in their fields, setting examples through their actions and motivating others to follow suit. They are champions of strength and perseverance, providing their audience with the confidence to tackle their own battles. Consider Nike, a quintessential Hero brand. With its iconic "Just Do It" slogan, Nike encourages athletes and everyday individuals to push beyond their limits and achieve greatness. The brand's campaigns often feature stories of triumph over adversity, reinforcing the Hero's journey and inspiring millions around the world. Another example is Duracell, with its resilient and long-lasting batteries. Duracell's marketing emphasizes reliability and endurance, symbolizing the Hero's qualities of strength and persistence. The brand assures customers that they can rely on Duracell to power through any challenge, just like a true Hero. The Hero archetype also finds expression in brands like FedEx, which promises reliable and fast delivery services. FedEx positions itself as the dependable ally that ensures your important packages overcome all obstacles to reach their destination on time, embodying the Hero's commitment to achieving goals no matter the difficulty. By understanding the Hero archetype and choosing it to resonate with your brand's identity and values, you can create an authentic and lasting connection with your audience. The Hero inspires action and fosters a deep sense of trust and admiration among customers, encouraging them to strive for their own victories.

Building a Brand that Withstands Time :The Nana Ama McBrown Playbook. Nana Ama McBrown’s brand journey is a case study in how to create long lasting relevance in an ever-changing industry. Her journey from an award-winning actress to a household name in TV hosting is a masterclass in brand evolution and adaptability. Her story proves that transcending industries isn’t just possible—it’s strategic when done right. For years, McBrown reigned as one of Ghana’s most beloved actresses, but she didn’t stop there. She strategically leveraged her popularity and likability to build a solid TV host brand. Shows like McBrown’s Kitchen and United Showbiz on UTV cemented her new identity, while her recent shift to Onua Showtime highlights her ability to remain relevant in the competitive entertainment space. A notable aspect of McBrown’s success is her ability to bridge the gap between different market segments. She is equally loved by both urban elite and grassroots communities, something very few celebrities can claim. Whether it’s on TV or in a commercial for brands like Hisense, Softcare, Tasty Tom, Puma drinks, Royal Aroma rice or the latest Kivo, McBrown's relatability ensures that audiences from all walks of life connect with her. Brands recognize this rare versatility, which is why she remains the go-to ambassador for top-tier products. What really sets McBrown apart is her brand resilience. Personal controversies, like her recent marriage challenges, haven’t tarnished her marketability. Why? Because she’s built a brand so strong, no single incident can diminish her value. Her brand isn't just about being famous—it's about being trusted, consistent, and always delivering value, whether on screen or in her brand endorsements. Competitors like Emelia Brobbey and others may have made strides, but McBrown has managed to outshine them by differentiating herself through authenticity and diversification. She didn’t stick to one lane; instead, she evolved and expanded, staying at the top of her game. In today’s market, where consumer attention is fragmented, McBrown's approach demonstrates that longevity comes from staying adaptable, relatable, and always one step ahead. Brands and marketers looking to create durable, crisis-resistant brand personalities should study her closely. Kasapreko PLC Hisense Group Tanal Ghandour

WHAT DOES IT MEAN TO HAVE A GLOBAL BRAND? As you know, I'm in NY, the learning experience here has been one of a kind. I don't know oooh, I don't feel like coming back ooh, but I'm Naija Brand Chick for a reason, lols. In my recent research, I found a couple of facts that can keep us in check on our journey to building global brands. Some people pride themselves in saying they've gone global as a business. But in actual sense, what does it mean to have a global brand? Does it mean, you have two or three oyibo people patronising you from overseas? Or your business is registered in the UK or the US? Maybe you have a stripe or PayPal account, does this make your brand global? You have Africans in the diaspora paying for your products and services, does this mean you've built a global brand. Hmmm, how about people who open branches in the UK, but their patronage is still from Nigerians. Are these brands global? Let's break it down further… According to Interbrand (the consultancy that publishes the best global brands list). They categorise a global brand as one that gets at least 30% of their net sales revenue from outside their home region. Let me give you more perspective… There are four dimensions to a GLOBAL BRAND. 1. Geographic Dimension: I know some businesses can't wait to have their communication distributed in global media platforms like CNN. But this doesn't make you a global brand. To pass this first test, your products need to have a physical presence in multiple countries. So that consumers can engage with your products and actually consume it. Without significant geographic presence in multiple countries across continents, a Brand cannot be global in any sense. A good example is the Heineken Beer, it has a presence in over 170 countries. 2. Economic Dimension: For your brand to be global, it MUST make global economic sense. You can't have a global brand and only sell to people in Ghana and Ivory Coast. If you have a monthly revenue of 100M. At least 30M to 40M should be contributed by your global consumers in different CONTINENTS, not just countries. Running meta ads and targeting the US and the UK isn't enough. You should experience tangible economic growth from several continents. 3. Marketing Dimension: Not much talk here! if you don't have a global marketing team with a global strategy. You are not a global brand yet… Your “global brand” should have a strategy to understand consumers in different continents and sell effectively to these consumers. Does your “global brand” have this? 4. Cultural Dimension: When your brand can connect with multiple cultures of the world, this is what makes it a global brand. Have you made attempts to have your business connect with other cultures of the world? Just as what Coca Cola, Unilever, Heineken, P&G, etc are doing? Thank you.

When Imitation Isn't the Sincerest Form of Flattery! ∆ Decoding Terre Primitive: Terre Primitive, an Italian company, attempted to capitalize on Amul's immense popularity in India by adopting a strikingly similar branding strategy. Their product line, "Amuleti," was a deliberate imitation of Amul's renowned packaging and aesthetic. ∆ Let’s Talk About The Similarities Between Amul and Amuleti: • Script and Style: Both brands employed a similar font and script style for their product names and labels. • Packaging Design: The overall design and layout of Amuleti products closely resembled Amul's iconic packaging, featuring bold colors and eye-catching visuals. • Product Range: Terre Primitive offered a range of dairy products, mirroring Amul's diverse portfolio. • Target Audience: Both brands seemed to target a similar demographic, primarily consumers seeking quality dairy products. ∆ What Sets Amul Apart? While Amul and Amuleti shared certain similarities, Amul's unique selling points set it apart: • Rich History: Amul's deep-rooted history and association with India's cooperative movement have endeared it to consumers. • Iconic Branding: The Amul girl, a beloved mascot, has become synonymous with the brand. • Quality and Trust: Amul's reputation for delivering high-quality dairy products has been consistently maintained over decades. • Social Responsibility: Amul's commitment to supporting Indian dairy farmers and rural communities has strengthened its brand image. ∆ What is The Case? The Delhi High Court ruled in favor of Amul, issuing an injunction that prohibited Terre Primitive from using or dealing with any marks identical to "Amul." The court also ordered the removal of infringing products from Terre Primitive's website and directed Meta Inc. to block or delete their social media accounts promoting Amuleti. The next hearing of the case is scheduled for January 7, 2025. ∆ What do I think??? While Amul's victory is a clear win for brand protection, it's important to note that Terre Primitive's actions highlight the challenges faced by iconic brands in today's global market. As consumers become increasingly aware of counterfeit products, it's essential for brands to remain vigilant and take proactive measures to safeguard their intellectual property. Amul's success serves as a reminder of the power of strong branding and the importance of upholding brand integrity in an ever-evolving marketplace. ∆ What is your opinion??? In our next post, we'll delve into the journey of Amul's market entry and explore the strategies that catapulted this Indian dairy brand to international acclaim. Are you curious about amul’s success journey? Stay connected to know more! #amul #amuleti #infringement #patent #casestudy #decode #fakenews #highcourt #supremecourt #marketing #advertising #branding #indianbrand

Let's talk about Mascots! 🐯 🤡 🐭 Unfortunately the Emoji options are limited here, but if I asked you to name a brand mascot, there's a decent chance you'd pick a cereal-obsessed tiger (Kellogg Company's Tony the Tiger), a fast food focused clown (McDonald's Ronald McDonald), or the world's most famous mouse (The Walt Disney Company's Mickey Mouse). Though there is definitely a component of brand mascots that serves as advertising to children, the most well known mascots (General Mills' Pillsbury Doughboy, Hasbro's Mr. Monopoly, KFC's Colonel Sanders, Duolingo's Owl, and the aforementioned tiger, clown, and mouse to name a few) have surpassed their brand and become a part of our collective culture. The question is why (and more importantly how). There are two key factors that have allowed the most iconic brand mascots to surpass their own brands and enter our culture. The most iconic brand mascots (1) humanize the brand and (2) create familiarity across generations. The humanization of the brand might seem weird when the majority of mascots are non-human entities (Frito-Lay's Chester Cheetah), or at best, human-adjacent entities (B&G Foods Inc.'s Green Giant), but pretty much all of the most iconic mascots create the ability for the brand to relate to its consumer as if it's a friend, rather than just a product. Yes, it helps when you can pay someone to wear your mascot costume and take photos with the customer, but even when the mascot is solely digital/conceptual, it still allows for the consumer to think of the brand as if it's a person in their life, rather than a product. Regarding familiarity across generations, mascots allow for consistency in the consumer relationship with a brand. Yes, you know Energizer Holdings' Bunny, Anheuser-Busch's Budweiser Clydesdales, and The Coca-Cola Company's Polar Bears, but so do your parents, children, grandparents, and the vast majority of people in your life. Mascots allow for an easy introduction to a brand and allow for consumers across generations to find something they can relate to, even if the product is new to them. To learn more about how to "Create Lifetime Relationships with the Customer" and "Maintain Brand Relevance", join The Lead on July 10-11 at The Lead Summit! Tickets are going fast so register now to reserve your spot: summit.the-lead.co! Lastly, if I missed your favorite mascot, let me know in the comments. My personal favorite is Mars' M&M's Spokescandies pictured below!

In the bustling world of commerce, the terms "business" and "brand" are often used interchangeably, but they are distinct elements that play crucial roles in shaping the success of companies. Let's delve into the fascinating realm of business and brand, exploring their differences and uncovering some intriguing real-life examples. At its core, a business is the engine that drives commercial activities. It encompasses the operational, financial, and logistical aspects of an organization, focusing on revenue generation, profitability, and operational efficiency. Think of a business as the backbone of an enterprise, responsible for producing, marketing, and selling goods or services to customers. On the other hand, a brand transcends the tangible aspects of a business and delves into the realm of emotions, perceptions, and experiences. A brand is the intangible essence of an organization, encompassing its values, personality, and reputation in the minds of consumers. It's what sets a company apart from its competitors and cultivates loyalty and trust among customers. To illustrate this distinction, let's consider the iconic beverage industry. Coca-Cola and PepsiCo are both global giants in the soft drink market, each with its own distinct business operations and brand identities. Coca-Cola, founded in 1886, has built a timeless brand synonymous with happiness, refreshment, and optimism. Its signature red logo and iconic contour bottle are instantly recognizable worldwide. Coca-Cola's brand is so powerful that it has become ingrained in popular culture, with its advertising campaigns and slogans transcending generations. In contrast, PepsiCo, founded in 1898, has positioned itself as a youthful and energetic challenger brand, appealing to a diverse audience with its bold marketing campaigns and innovative product offerings. While both companies operate in the same industry and sell similar products, their brand identities evoke different emotions and perceptions among consumers. Now, let's delve into some fascinating facts about businesses and brands: Did you know that the world's most valuable brand in 2021, according to Interbrand, was Apple Inc.? The tech giant's brand value surpassed $263 billion, solidifying its position as a global powerhouse in innovation and design. The concept of branding dates back to ancient times when livestock owners used distinctive marks or symbols to identify their animals. This practice evolved into modern-day branding, where companies use logos, slogans, and visual elements to distinguish their products and services. Brand loyalty is a powerful force that drives consumer behavior. Studies have shown that loyal customers are more likely to repeat purchases, recommend the brand to others, and forgive occasional mishaps or price increases. While a business focuses on operational aspects and revenue generation, a brand represents the intangible qualities and perceptions associated with an organization.

A new age of mythical brands Last July, I posted a piece titled "The Shot That Got Trump Re-elected." It was hyperbole, but it seemed as if the “orange Jesus” would resurrect and reclaim the White House—not because of the assassination attempt itself, but due to the powerful symbolism that image captured. I received a wave of messages from many who disagreed with me. Here’s another prediction: the rise of mythical brands. While classic brands, nostalgia brands, and “love brands” will always exist, the return of Trump will be seen as proof of the power of myth-making. Mythical brands are those that become woven into the cultural fabric. They possess distinct narratives that tap into universal themes, beliefs, or values, evoking identity, nostalgia, or aspiration. These brands sell a worldview, a deeply felt value system that resonates so strongly with people that they develop a sense of ownership and even personal relationships with these brands. These brands often carry a kind of mystique—an aura that elevates them to an almost larger-than-life status. Mythical brands excel at reading the zeitgeist. They have an almost uncanny ability to sense cultural shifts and adapt their storytelling to align with the values, fears, and aspirations of the moment. Rather than responding to trends, they shape them, embedding themselves in the cultural conversation in a way that feels organic and inevitable. They tap into enduring, sometimes primal, themes that feel urgent to the current era. They elevate and amplify the zeitgeist, crystallizing emotions people feel but haven’t yet articulated. Like shrewd politicians, mythical brands have a keen understanding of the Overton Window—the range of ideas that are acceptable to the public at any given moment. They know where the cultural boundaries lie and how to navigate the edge of acceptability, where the strongest emotions and loyalties are stirred. They’re unafraid to push societal buttons, sparking curiosity and even controversy, while staying just inside the line to avoid alienating their base. Like politicians who skillfully maneuver the Overton Window, these brands understand not only where people stand today but where they might be willing to go tomorrow. They influence culture by nudging the window open, positioning themselves as thought leaders who not only speak to the current moment but inspire what comes next. Or, perhaps, they’re just exceptionally skilled bullshitters. https://lnkd.in/eWRKchab