A book and a blog help make branding simple

Thursday, September 13, 2007  by Susan Julien-Willson
Category: selling, advertising, brand, branding

Have you read BrandSimple by Allen P. Adamson? One of our frequent bloggers at Opportunity Zone recommended the book to me and I'd like to pass the recommendation along. Word of mouth, or should I say word of blog?  First, it's engaging and easy to read. Second, it's the simple truth on how to build a brand idea, brand strategy, branding, and branding signals. Adamson is Managing Director of Landor Associates in New York, a brand development firm.

There's also a lot of discussion on brands and keeping your brand simple to succeed on his BrandSimple blog. I particularly enjoyed his blog postings on food brands, green brands, trends, and crisis management for brands.

Adamson also wrote an article for BrandWeek (we read this publication in the Communications Department at Quixtar) ... it's about the topic of an earlier post of mine on What's In a Name? Adamson's article on brand names delves into bringing back brand names that were known and trusted and recognizable. Ford is bringing back Taurus. Cingular will now use the name AT&T. The trick to bringing back a known name is to focus on the positive associations people have with the name and build on those -- and to let go of the baggage. Leave it behind. Adamson believes it can be done but it will be a challenge ... and the challenge " will be to meet, if not exceed, consumers’ greatest expectations." Note that he believes it's do-able to bring back a brand name and have it succeed.

Interesting reading material. Thought-provoking. Motivating. Inspiring.

Has me thinking ... and curious as to what you;re thinking.

- Do you feel you and your independent business have a unique identity/brand? - What brands do you think are the most known and respected today? Why? - How does brand awareness/recognition help you sell products? - Does national advertising help with brand recognition? - Do you think word of mouth is stronger than advertising when it comes to brand awareness? - What do you think of when you hear brand names such as Nutrilite? Artistry?  How do you describe these brands to others?

Looking forward to hearing from you.

Comments

# Josh said on September 13, 2007 4:41 PM:

1) Quixtar as a brand is unique and has it's own identity.

2) XS (more and more), SA8, eSpring (worldwide).

3) Makes selling stuff easier, such as XS (especially with the younger folks, and athletes)

4) The nutrilite ads have been great, the Quixtar ads, not so much.  Leaves a new person, saying "What the heck was that commercial all about?"

5) Hmmm, not sure on this one.  Probably not, with reference to the "awareness" of a product.  Probably yes, with reference to the actual selling of a product.  Much like going to the movies.  National ads let you know about a movie, but you are far more inclined to go see it if a) someone else is going because it "looks cool" or b) someone has already seen it and liked it.

6) Recently, Nutrilite brings to mind Asafa Powell, more awareness with him needs to be done (especially in light of his new record).

Artistry, is less known, however I have run into several salon owners that know the name.  As many have already said, I mention the high quality, product research, what is behind the actual product, how it compares to other products (on all fronts--price included).

# rdknyvr said on September 14, 2007 10:15 PM:

Hey Susan, I'm delighted that you are going to register as an IBO. But don't just do retail... at some point try to sponsor and train  two or three other IBOs (for starters) and see if you can teach them to do what you have done... that's a critical piece of really understanding what works, and how to effectively communicate sales skills as they pertain to our products. Maybe you'll find ones to sponsor and train from among the customers you develop :) ... in keeping with the new rules coming down.

ALSO, one thing you might want to get clear in your mind is what is really motivating you to build a (small or whatever size) business. Is it just to get some "real" experience of what it's like to be an IBO so you can better do your day job, or do you have another dream or goal that this will also help you achieve. If you don't have one to HELP motivate you, what will you teach those you eventually sponsor?

Part of that requires understanding who you are as a person and what is your "personal brand" all about. I think Adamson touches on that, and I'll post a bit more on that concept later.

Blessings for a great day!!!

Thanks. I have dreams ... no doubt about that. But I need to do more thinking about all the reasons why I am becoming an IBO, who and what my brand is, and if having my own business will help me achieve the dreams I have now. What I mostly feel is mid-life anxiety! More on branding your self and your own business later. Please do share your thoughts on this topic for all of us, rdknyvr.  sjw

# rdknyvr said on September 16, 2007 12:13 AM:

Susan, one more point, as you start your own IBO-ship... are you going to start buying everything through your own business, or will you still drop by the Company store outlet for employee prices? Gotta experience your brand the same way an outside Customer or future sponsored IBO would... :)

 You make a valid point, but can I do both? : ) sjw

# rdknyvr said on September 17, 2007 11:01 AM:

Susan, that's your choice. But how can you authentically build a business as a real IBO -- who would pay IBO prices -- and still go around the corner and buy your personal use stuff at the deep discount available only to Quixtar employees? I'm all for the special discount for employees in general, but if you go that route, you should admit that you are just playing at being an IBO. I don't mean that as harsh as it sounds... but perhaps authenticity is the real question. If you are doing this to truly understand how the business is built, I would think you should consider really being in an IBOs shoes, including the pricing and all the other business building rules, guidelnes. :)

 

You're right. Absolutely. And when I become an IBO, I can't play at being an IBO. I need to be real, genuine, and transparent. I need to truly be an IBO and maintain all three parts of my business ... retailing, sponsoring and experiencing the product purchased through my business so I can go out and sell it and teach others how to sell. If I am not credible, I am without integrity and if you ask me, if someone says I have integrity, that's one of the highest compliments I can ever receive. It's what I strive for every day of my life. Thanks for your honesty. I appreciate it! sjw

# Jeffrey said on September 17, 2007 7:30 PM:

You also need a sponsor that is 500 miles away from you, like in Des Moines, Iowa. :-)

Is that where you are? : ) I have someone who is going to sponsor me that lives in the area ... but I sure appreciate the offer! Due to vacations and biz trips for both of us, our meeting to register me as an IBO is on October 1. Meanwhile, I am hoping experienced IBOs like you give me some tips on how to start out on the right foot! Have some tips and suggestions to share? Thanks for commenting. I LOVE blogging and receiving your comments. Please keep them coming. It's so good to hear from all of you. sjw

# Jeffrey said on September 18, 2007 8:19 AM:

I think what the company is doing regarding retails sales is absolutely right on the mark. My business, after being in limbo for quite a few years, has taken off again because I've always known that building a huge retail business is the way to go.

Use the new training materials, like the Names List. Make sure there is at least 100 names on it. Buy your samples that you are going to get started with, do some cost comparisons, and print the product fliers you are going to use, then go see the people. It's that easy.

So far this month, my total sales are $446 with 6 customers, which is more than I've done in a long time.

Thanks for the advice and CONGRATULATIONS on your sales this month. I appreciate you sharing your success story. sjw

# andy said on September 28, 2007 12:21 AM:

Great Post! Here is another great review of a branding book. http://www.logoblog.org/wordpress/all-you-need-to-know-about-logos/

# rdknyvr said on October 1, 2007 1:40 AM:

Hi Susan, some thought and questions related to brand implementation and Simply Nutrilite. One of the key ideas was to be the fact that most of the products are "organic," yet it seems so underplayed. On the bars (except for the chocolate one, which is not organic) the word "organic" in the SMALL PRINT ingredients is bolded, yet there is no mention of it where it counts on first glance -- on the "face" of the packaging. Same with the box packaging -- nowhere any mention of "organic" except in the too small to read fine print.

On the berry super juice, same thing. You would think the name of the juice is "Simply" from the type on the can. On the case cardboard box packaging, it says "Berry Super Juice," but on the cans themselves, in small print, it says "Berry Antioxidant Juice." Can't tell what the differentiating features are from the packaging. Is it organic? Partially organic? Gives a list of things it isn't -- no artifical x, y, and z. What makes it so special? When I read the kinds of juices in the very small print ingredients, I get excited because then I realize what excellent components they are and how it's positioned, but I would never be able to tell that from the main branding and messaging on first glance. What is the FUNCTIONALITY of the product that provides the POD -- point of differentiation, to use Kevin Lane's vocabulary (see his new book Strategic Brand Management). By way of contrast, hold up a can of XS Energy Black Cherry Cola and a can of Simply (whatever) Berry juice. One got it right and one got it wrong. One looks like a can of boring "Simply" (word Nutrilite is so small you don't even notice it) and one blasts the message energetically right through all your subconscious anti-branding filters to get the message through.

The new SA-8 packaging -- what are the PODs it is trying to communicate to my potential First Circle customers? The only one I can see is the word "Premium" which is, I suppose, also connected to the High Efficiency #1 rating that it got in that popular consumer rating magazine. What is with the yellow flower on the top half? What's the instant message that communicates, if any -- that it smells nice or is clean? From my vantage point, the branding and packaging totally misses the critical PODs that this is ENVIRONMENTALLY FRIENDLY and it is BIODEGRADABLE, and is phosphate free. Did I miss something there? In one of Jim Payne's Ada-tudes postings back around May (maybe it was Doug and Steve) they declared that Quixtar would be raising the profile of what we've always been first at -- environmentally friendly, "GREEN" products... Amway/Quixtar was "green" long before it was the fad. But you've totally missed it here.

Finally, what about the name "Simply." It's a good name for a brand extension, but it seems to have been promoted to the detriment to the product features that actually make them attractive and desireable, per above.

For me, one of the very best, possibly the BEST example of branding and packaging in our whole product line is the packaging for Double X. The cornucopia-like illustration of antioxidant-rich plants, fruits and veggies communicates immediately and more strongly -- consciously and subconsciously -- than any words, along with the "green" background. If there was one thing I would add, it would be the word "organic" or "organic ingredients" or "certified organic ingredients" -- something like that. It's one of the top three selling features, but you don't say it where it can be profiled and seen.

Would appreciate your thoughts and response. Will we see a better job done with the forthcoming Simply Artistry, which supposedly is to be an "all natural" set of products?

In sum, with the renewed focus on marketing to retail Consumers, your marketing and design department has very much missed the message.

 

THANKS! Plenty of GREAT observations and suggestions here on advertising and packaging. You are correct. Consumers are looking for organic products, "green" products, and all-natural skincare and cosmetics. I will share your comments with the teams who work directly on these products, but I will tell you there will WAY more focus on green in the home line come 2008 -- you'll be pleased and excited when the Green home products launch. I can't tell you everything our Brand Managers are working on in health, beauty and home product marketing, but I will certainly ask them to comment here and let you know what they can reveal at this point. I assure you many exciting things are happening product-wise at Amway/Quixtar, and you and your customers will be thrilled.

In Communications, a team is forming to create more consumer-facing promotions in 2008. What would you suggest we do? What vehicles do IBOs need to help reach their customers? Brochures? Catalogs? Postcards? I'll be part of this team so I am counting on all of you to "feed me" ideas. I can't guarantee we'll follow through on all of them, but I can guarantee I'll share your ideas. Plus, many editors, managers, designers, and writers read this blog regularly so don't be shy. Tell us what you think.

As always, thanks for sharing your knowledge and your experience with us. I LOVE hearing from all of you. sjw

# rdknyvr said on October 1, 2007 11:39 AM:

Thanks Susan, my comments above are intended constructively so I hope your people always read them that way. One immediate suggestion is to re-read what Bridgett has posted on your blogs and elsewhere. She "gets it" and understands customer-centric marketing.

Somehow, you need to break out of the boring traditional packaging design that's on so many products. Some of it ranks along with the copyright notice page at the front of a book in level of excitement. I think NAO Never Accept Ordinary is on the right track for its product line... if more of that bold, off the wall kind of visual thinking could be incorporated elsewhere... stuff that would make kids and teens ask their parents what's that (fill in the blank). Is there a way to get some "extreme sports-like" thinking going on with products that have zero connection to extreme sports, but would convey a similar level of emotional excitement? Change the boundaries, push the envelop -- without going crude or pushing moral boundaries, of course. What is cutting edge elsewhere in the world of retail packaging and branding design? Even stuff like use of typeface and font... stretch the boundaries!!!

We did stretch the boundaries some with the Sweet! Teen Album in the Ribbon Program. I had a hand in this ... and we've gotten mixed reviews. It targets the recipient, but I am not sure it totally pleases parents and grandparents who may be the ones to purchase and give the gift collection to a teen. I happen to love it because I think a teen would find it speaks to them rather than sounds like an older person trying to be cool. I had teens contribute ideas to the creative look, feel, and tone of the album/copy. Have you seen it?

The people at the corp. appreciate all feedback, good and bad, especially when the criticism is constructive like most of it here is. Thank you for your ideas and suggestions. We value your input. sjw

# rdknyvr said on October 1, 2007 11:42 AM:

PS Green "home products line" in 2008? I'm all ears!!! Tell us more.

.

While you're at it, don't forget to go back and re-do the messaging on the already great product lines we have in home care... don't neglect the good assets the company already has :) I know it costs money to do that and there are budgets to respect, but do consider a marketing messageing branding make-over for that stuff too!!! :)

Wish I could tell you more but I don't know too much more at this point. I sent your comments to the Brand Managers in hopes they'll comment when the time is right.

# rdknyvr said on October 1, 2007 12:31 PM:

Susan, the Sweet teen album looks interesting, great cover!!! Did those who responded with less than with total excitement tell you why? Is there a way to follow up and find out what the concerns were? You have to reflect the sensibilities of the person receiving the gift album or they may respond negatively and the giver will blame you. On the other hand, somehow you need to not offend the purchaser... it's a "rock and a hard place" scenario, but I think you made the right decision. Sometimes there are no easy answers that will please everyone. :)

Thank you for the positive feedback. I think it's the headline in the Teen Album about waiting for your gift that caused a stir ... mostly internally, although we did have a few comments from IBOs who found some of the word choices and phrases somewhat questionable but not necessarily offensive. Most who commented critically were wished their children or teens in general would not use words like "suck" or "whatever" or "chill"-but admitted they do use 'em. sjw

# rdknyvr said on October 1, 2007 12:47 PM:

Susan, another critical function of good branding and good package messaging is that it continues to "sell" and "confirm" (ie. deal with any post purchase cognitive dissonance) long after the sale is made. Clear and focused messaging on SA-8, for example, "sells" every time you do your laundry and the "brand imprint" visual hits the brain. Same with every morning/evening you open your box of Double X to get your tablets... you are reminded WHY you are doing this twice a day, and why paying more for this product... why your supplements should be a premium "zooming up" consideration (see Trading Up, Michael Silverstein). Selling MUST continue throughout the useage period for the product. Every time someone thinks of the apparently "cheaper" brand X, they see the words "organic" or "environmentally friendly" or "super concentrated" and in packaging fonts that communicate strongly, not like weakly steeped dish water tea. :)

For XS, it's not just when the product is purchased, but every time a can is lifted for a sip, the sipper sees (gets a 'branding imprint') the smashingly colorful registered brand "XS" as does anyone they are sitting with or within eye-shot range of 50 feet!!! That is also part of the power of proper branding and packaging... it sells FOR YOU until it's in the landfill or recycling plant!!!

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