Brand Maturity Measurement

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketing oriented leaders and professionals everywhere. Today we hear from Dan, a Chief Marketing Officer in Chicago, Illinois who asks this question about brand maturity models.

“Is there a maturity model for brands? I’m trying to assess where we are in the spectrum of brand maturity as an organization.”

Thanks for your question Dan. I am not aware of a formal model to assess brand maturity. However, I would like to answer your question in the following ways:

1. If a brand has customer meaning and value beyond specific product/service categories and is managed properly to change in its delivery as customer needs and market conditions change over time, it can potentially live forever.
2. Certainly newer brands have lower top-of-mind aided awareness within their product categories. Established brands have higher awareness. And, brands that are on the rise will experience significantly increased awareness over time.
3. One of the measures in our brand equity measurement system is “brand vitality.” This is a measure of whether a brand is perceived to be on the rise, static or in decline.
4. Whether brands possess personality traits such as “dated,” “traditional,” “boring,” “nostalgic,” “progressive,” “visionary,” etc. can also offer clues about a brand’s maturity, though mature brands can be progressive and visionary and newer brands can be traditional and boring.
5. Brands that have been around for a long time tend to have entrenched meanings in their customers’ minds. These entrenched meanings are usually very difficult to change quickly. This is less true for newer brands.

Regarding brand maturity as an organization, the following are signs of that:

1. The CEO takes ownership of the brand and is its vision crafter, teacher/evangelist and standards enforcer
2. All of the organization’s employees can consistently and accurately articulate the brand’s promise
3. The organization has a well thought through and rigorously applied brand identity system and standards
4. The organization has designed and successfully manages multiple customer touch points at which the brand’s promise is reinforced
5. The organization’s customers/members are attitudinally loyal to the brand and often recommend it to friends
6. The brand’s identity and tagline are widely recognized among its target audiences
7. Internal decisions, including budget decisions, are driven in part by whether the investment or action will help the organization deliver against its brand’s promise

We hope this is helpful Dan.

Do you have a question related to brand and growth strategy? Just Ask The Blake Project

The Blake Project’s brand equity measurement system is comprehensive, measuring each of the five drivers of customer brand insistence – awareness, relevant differentiation, value, accessibility and emotional connection – along with other factors such as brand vitality, brand loyalty, brand personality and brand associations. Contact us for more on brand equity measurement

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

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Lexus initiates global programme to encourage viewer participation

Lexus partners with UK based origami artist Coco Sato for its first instalment

The Lexus Creates initiative is a new content series from the luxury marque. This social-media-driven programme engages participants in activities that both inform and delight, with subjects related to the Lexus brand hallmarks of design and craftsmanship. This is accomplished with the help of a range of partners who, through their unique talents, inspire participants to create, whilst also elevating the value of their craft.

“Lexus often seeks unique ways to connect with its audience, beyond the automotive realm. The brand’s human-centric focus and dedication to craftsmanship provide a natural foundation from which to reach out and engage around topics that have already proven to be of interest to our audience. The Lexus Creates series is a perfect example,” said Brian Bolain, General Manager, Lexus International.

The first instalment in the series partners with UK-based origami artist/takumi Coco Sato to help bring the art, precision and creativity of origami to life. Starting with a cat, then a leaf, and then a more complex butterfly, the Lexus Creates series allows viewers to access the skills and teachings of Coco Sato.

Coco Sato is best known for translating traditional Japanese aesthetics into art forms with a uniquely modern edge. Using paper, fabric, food or simple electronics, she creates artworks and public origami installations.

Born in Tokyo and graduating with a Bachelor of Fine Art from Central Saint Martins in London, her work is inspired by everyday life in her native Japan and her sincere desire to dissolve boundaries and foster understanding between different cultures.

Sato’s work alludes to an increasingly fast-paced and stressed-out world and explores the relationship between human interaction, technology, space and nature, and is motivated by a belief in the power of individuals coming together to make a statement, create a movement or bring about positive change. She shares her art and skills through social media and video tutorials and aims to encourage making things and thinking with your hands

In aligning with such an artist, Lexus hopes to help reinforce the value of creativity, the beauty communicated through these simple, timeless paper forms, and elevate the impact of the human-focused skills used to capture the emotion of Coco Sato’s work.

The article Lexus initiates global programme to encourage viewer participation appeared first on World Branding Forum.

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1-800-Flowers.com announces collaboration with Jason Wu

1-800-Flowers.com, a floral and gifting brand, announced it has collaborated with global design talent, Jason Wu, to release an exclusive assortment of modern and elegant bouquets. The Jason Wu for Wild Beauty collection, which is now available nationwide, features on-trend arrangements that embody the designer’s signature aesthetic of femininity and sophistication.

Behind-the-scenes content, specially designed ‘thank you’ notes and the ability to preview select bouquets in 3D will allow customers to have an immersive digital experience as they are introduced to the new collection. This marks Jason Wu’s first collaboration with a floral and gifting brand.

“Jason Wu is one of the world’s most renowned fashion designers and we are thrilled to collaborate with him on this truly original collection, which reflects his unique point of view in floral design and bouquet presentation,” said Valerie Ghitelman, Vice President, Product Development and Design, 1-800-Flowers.com.

“We are excited to not only share these beautifully crafted arrangements with our customers but to engage them with distinctive content that provides insights into Jason’s design influences and more.”

“Playing a role in the intimate decision of what one chooses to wear each day is such an important part of what I do,” said Jason Wu. “To extend this concept to the graceful details people bring into their homes is an honour. This collection with 1-800-Flowers.com is especially meaningful to me because of my lifelong love of flowers. Floral elements continuously inspire me and have been a consistent theme throughout my entire career. I’m thrilled to celebrate the beauty of flowers in this new and special way.”

Jason’s design influences, such as modern femininity and refined style, are reflected throughout the entire Jason Wu for Wild Beauty collection. Chic, gathered arrangements include freshly cut flowers – such as roses, sunflowers, gerbera daisies, thistle, aster and mini calla lilies, amongst others – that are grown with love at select eco-friendly, sustainable farms.

Each bouquet, which includes a mix of textures and florals unique to the season, arrives wrapped in white kraft paper and is nestled inside a signature gift box. Customers can also opt to order a galvanised flower pail to showcase their arrangement.

The article 1-800-Flowers.com announces collaboration with Jason Wu appeared first on World Branding Forum.

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Drybar welcomes Liz Williams as its first female CEO

Drybar Holdings LLC, the leading hair styling service specialising in blowouts, announces Liz Williams will join the company as Chief Executive Officer, effective immediately. Williams brings extensive experience and a proven track record in worldwide brand development, digital marketing, multi-unit operations, and franchising.

“I am so thrilled to welcome Liz, our first female CEO, into the Drybar family,” said Alli Webb, Founder of Drybar. “After ten fulfilling and successful years in business, she will help usher in a new era for the brand and expand upon our vision both in the US and internationally.”

“We are excited to welcome a visionary leader like Liz to the Drybar family at this pivotal moment as we reopen our shops,” said Michael Landau, chair of Drybar’s board. “Liz is a results-oriented leader with a history of partnering with team members and franchisees to deliver amazing consumer experiences and growth.” Williams will oversee Drybar’s 140+ retail shops, which include corporate and franchise-operated locations.

“Drybar has created a category and cult brand with passionate and loyal consumers; I am very excited and honoured to be joining the Drybar family at such a pivotal time in the Company’s history,” said Liz Williams.

“I look forward to guiding the organisation as we reopen our shops safely for our customers and team members whilst also leading Drybar through the next phase of growth. I plan to partner with all of our stakeholders to enhance our customer experiences whilst continuing a culture of innovation as we expand across the US and the world.”

Williams joins Drybar from Yum Brands where she most recently served as President, Taco Bell International with responsibility for brand strategy, growth and performance of the business across 30 countries. In this role, Williams strengthened the business model and accelerated development. Under Williams’ leadership, Taco Bell entered new markets such as Thailand, Australia, and New Zealand and also formed strategic master franchise agreements in Spain, Brazil, and India.

Prior to this role, Williams was the Taco Bell Global CFO, leading Finance, Strategy, Information Technology, and eCommerce, where she was responsible for all financial elements of the US$11b/£8.6b business. Whilst at Taco Bell, Williams delivered eight years of industry-leading sales, profit, unit, and brand growth. She also spent a year at Yum, leading corporate strategy for the office of the CEO.

Before joining Yum, Williams spent six years with The Boston Consulting Group (BCG) as a Principal in the Consumer and Retail practices in US and Asian markets. Prior to that, she spent seven years at Dell Computer in various finance, brand marketing, and corporate sales positions. Williams serves as a board member for Stitch Fix (SFIX), a leading online personal styling service. Williams received her undergraduate degree from the University of Texas Business Honors Programme and her MBA from the Kellogg School of Management at Northwestern University.

The article Drybar welcomes Liz Williams as its first female CEO appeared first on World Branding Forum.

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The Brand Naming Process: Analyzing The Competitive Landscape

An analysis of competitor’s names is a critical step in the naming process, yet it’s commonly skipped or poorly executed. Here’s how to do it right.

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Purpose At Work: How Fidelity Charitable Makes Giving Easy and Effective

This article is part of the 2020 Social Innovation Summit series, which highlights some of the world’s most astounding philanthropists, impactful companies, foundations and entrepreneurs. This year’s gathering will be held virtually from June 2nd to June 4th. The high-level event will feature free workshops, keynote speakers and breakout sessions with leaders like Rosario Dawson, […]

The post Purpose At Work: How Fidelity Charitable Makes Giving Easy and Effective appeared first on We First Branding.

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How To Counter Direct-To-Consumer Threats

Since 2015, the string of veteran retailers like Diesel, Gymboree, Rockport, Brookstone, Payless and others that have filed for bankruptcy, or folded into the sunset, has become a grim infographic.

Sprung from pioneers like eBay, Amazon, and Alibaba, the new direct-to-consumer (DTC) model that feeds enterprises like Warby Parker, Casper mattress, Taylor Stitch, Freshly, Porter Road and others to come, meets consumers face to face on their smartphones and laptops.

The most adept DTC marketers watch their screens in real time, doing A/B tests on the run — the striped shirt versus solid colors, lipstick versus brushes, naked pink versus YInMn blue. They are running BOGOs versus discount codes, pushing for signups and spreading their learning across a spectrum of real time hooks.

Instead of thinking from quarter to quarter or week to week, DTC marketers think moment to moment. Because consumers are shopping moment to moment.

Time has collapsed and a single hesitation can be fatal.

Because of lower marketing costs for newbies entering established markets thanks to a “free” Internet, new DTC contenders have risen in consumer packaged goods, fashion, beauty, home furnishings and virtually every category. Even sleepy categories like mattresses and eyewear got a wakeup call that has turned into a fire alarm. Some traditional brands have burned to the ground.

Direct-to-consumer also threatens shopping malls, as consumers conduct their retail therapy online. (At our house, especially during COVID shutdown, it’s easy to judge stress levels by the number of Amazon and FedEx packages piled at the front door.)

To understand what’s really happening, it’s time to look at the Mother of direct-to-consumer, Amazon dot com. “[Everything] Amazon is doing is data-driven,” writes Cheryl Wischhover in a Vox article. “When they make a decision around the structure of a detail page or the structure of the browsing experience on the site, that’s all been A/B tested.”

“They’re doing 10 different versions, testing, and picking the one that resonates the most with consumers,” says John Ghiorso, founder and CEO of Orca Pacific, a consulting company for companies wanting to sell successfully on Amazon. This has ultimately led to Amazon creating its own products in some verticals, adding to the notion that Brands are dead.

But companies without customers are not Brands, they are simply companies on the shill. Without story, generic products on their own are meaningless. (In traditional terms, Amazon itself is building a house of brands.)

Old habits die hard. Advertising is a cult and it is difficult to get your head out of traditional marketing norms. But when 90% of consumers today view advertising messages as 100% lies, it’s time to reconsider.

The Five-Star Revolution

Without question, everything leans toward feeding five-star reviews. (Do you spend $10 million on a Super Bowl spot? Or $10 million building customer reviews? Don’t ask your advertising agency.)

Getting User reviews impacts everything. Not just product quality, but distribution, doorstep delivery, customer service, and follow ups to make sure customers are happy and (then) nudging your happiest customers to take time to review you.

Following these customer moments is more motivating than tapping conventional customer experience. While convention has been to push product into the pipeline and watch it go, for most companies these days that process isn’t going far enough.

And none of this means flipping your $10 million advertising budget over to Influencers.

Instead, getting terrific reviews might mean fine-tuning your CRM, putting more empathetic hires on your sales floor, updating your packaging, or deep diving into the analytics that influence any and all of these decisions.

One approach is to focus on zealots and potential zealots. Your zealots will inform what’s sticky for them. Potential zealots are the low hanging fruit who can reveal friction points. These two cadres can tighten your focus and reap timely results.

“The people who know how bring together their brand’s true promise with their products in a seamless experience are the ones that win in DTC,” says Peter Sena at Digital Surgeons. “Ultimately the way it comes together is because of Brand. If I can buy it on Amazon, I have no reason to buy direct. The only differentiator is experience.”

Which means that, if direct-to-consumer is hitting you hard, the fundamental reason is you.

IRL (in real life) experiences have become shoddy. Tons of intentional marketing can be derailed by surly or disgruntled floor staff. Brilliant examples of community have risen, been celebrated and then put on autopilot. Just ask Sears.

Brick And Mortar Retail Lives On

But store retailing is by no means over and done.

Japanese shoppers, for example, look forward to the attentive customer service found in their bricks and mortar. So online selling is not catching on for Japanese consumers as rapidly as in the U.S. In fact, there is even a Tower Records (remember them?) selling vinyl records in Tokyo.

South Korean luxury department store The Hyundai, is also upping its game. They asked London-based Universal Everything to invent a series of video artworks for a 30-metre-high LED video wall covering the Hyundai facade in Seoul.

Luxury retailers know they must enthrall, transform and upsell what online shopping cannot provide — a multisensory experience that stimulates and excites shoppers. And brings them back.

One thing is certain: Friction points are personal, omnidirectional and moody. There is no universal solution. Performance marketing with all of its acquisition/retention/resurrection tactics is in your face, annoying and sometimes even unthinking.

Another part of this might be mindset. Direct-to-consumer is more startup, more entrepreneurial minded — these aren’t just keystrokes, they are new companies with new technologies and fresh philosophies. More Tim Ferris than Jim Collins. The go go go entrepreneur is agile, proactive and seeks partnerships, workarounds and intentionally builds to break things. The new world is thinking in terms of bit torrents, the old world is thinking in terms of sales meetings.

Managers, manage. They slog through the heavy burden of hierarchies, existing channels, existing relationships while twisting the handles of pre-existing thinking.

The old is massively disadvantaged by the new.

In the end, these interactions are merely reflective of the changes in consumer habits, IRL changes that anyone who wakes to the slurry of emails, Facebook, Instagram feeds and Amazon Prime (good morning, Alexa!).

The very best companies will design and build an ecosystem that meets their consumer at every possible touch point. They will be online and on the street. They will be multi-channel, multi-sensory and multidirectional. If they survive long enough to try it out.

CUT TO: A small room in a faraway place that could be Bucharest, Dublin, or Trinidad. Wall-mounted computer monitors cover real-time IRL. The screens are panoramic, filled with graphs, charts, streaming numbers, sentiment analyses, click rates, blended data, hot and cool zones. Artificial intelligence and learning engines are both active. Each monitor has its own human, operatives wander between screens. The room is a tumult, voices intent, feverish, shouting numbers. Fingers work keypads. At the back of the room, in a darkened corner, a woman surveils the scene from her leather chair, an oversized iPad on her lap. Her slim fingers shuffle charts across screen geographies. Her head snaps to attention as she looks up and stares at a screen. Her eyes seek outcomes. She barks an order. The room responds. She smiles, reassured. Success. Her face glows as she looks back down at her iPad and moves on. The future is already here.

Contributed to Branding Strategy Insider by: Patrick Hanlon, Author of Primal Branding

The Blake Project Can Help: Get actionable guidance from the experts on Building Brand and Business Meaning

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

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Nike releases statement on commitment to the Black Community

Nike announces a US$40 million commitment over the next four years to support the Black community

Footwear manufacturing company and multi-time winner of the World Branding Awards, Nike, Inc. has announced a US$40m/£31.6m commitment over the next four years to support the Black community in the US on behalf of the Nike, Jordan and Converse brands collectively.

This commitment will be focused on investing in and supporting organisations that put social justice, education and addressing racial inequality in America at the centre of their work.

“Systemic racism and the events that have unfolded across America over the past few weeks serve as an urgent reminder of the continued change needed in our society. We know Black Lives Matter. We must educate ourselves more deeply on the issues faced by Black communities and understand the enormous suffering and senseless tragedy racial bigotry creates,” said John Donahoe, President and CEO of Nike, Inc.

“The Nike, Inc. family can always do more but will never stop striving to role model how a diverse company acts. We will continue our focus on being more representative of our consumers whilst doing our part in the communities we serve.”

Nike believes in a level playing field for all and leveraging the power of sport and our brands to move the world forward. This additional US$40m/£31.6m builds upon the Nike, Inc. family’s long history of providing support to the communities in which they operate in. The company is deeply committed to driving focus and impact through its teams, brands and community partners.

During this past year, Nike has stepped up its own efforts and measures of accountability in the areas of diversity, inclusion and belonging to foster an inclusive environment and attract a more diverse workforce. The company is driven by a commitment to transparency, accountability and impact and share its progress in these areas annually through the Nike Impact Report.

The article Nike releases statement on commitment to the Black Community appeared first on World Branding Forum.

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Election Vodka, inspired by the highly-anticipated US presidential race

The Election Vodka is a limited edition American-made spirit launches with zero promises whatsoever of improving anyone’s life or how the rest of the year will go

Since kicking off the decade with a global pandemic and an economic and civil crisis — Election Vodka, a limited edition American-made spirit, launches with zero promises whatsoever of improving anyone’s life or how the rest of the year will go.

Everything is terrible. This vodka is bearable.

Inspired by this year’s highly-anticipated presidential race and its lacklustre pair of candidates, Election Flavored Vodka is available in two berry flavours: “Raspberry Rage” — a maga-nificent choice for those content with the status quo, and “Bleeding Heart Blueberry” — a refreshing option for those seeking change but without a ton of options. Neither flavour is exceptional. But one must win.

Election Flavored Vodka is taking to the internet this summer with its “MEH 2020” campaign, a comprehensive, satirical guide to drinking your way through the remainder of the year. Expect memes, puns, cocktail recipes, debate drinking games, and more. Follow Election Flavored Vodka on Instagram @electionvodka to contribute photos, videos, posts and stories using hashtags #electionvodka and #MEH2020. Visit their website for more information and to follow the journey of America’s vodka flavour of choice.

The article Election Vodka, inspired by the highly-anticipated US presidential race appeared first on World Branding Forum.

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Cole Haan enters the athletic performance footwear space

Cole Haan enters the athletic performance footwear space with the launch of ZERØGRAND Outpace Running Shoe and the ZERØGRAND Overtake Running Shoe

Cole Haan, the iconic American lifestyle brand and retailer,  has announced that it is entering the athletic performance footwear space with the launch of two new styles – the ZERØGRAND Outpace Running Shoe and the ZERØGRAND Overtake Running Shoe.

In keeping with the adaptive versatility, consumers have come to expect from Cole Haan, the dual-gender ZERØGRAND Performance Running Collection was engineered to deliver for the active lives of young professionals—whether it’s a 5-mile run or a 9-hour workday.

With Cole Haan’s Grand 36Ø Design & Engineering System, the ZERØGRAND Outpace and ZERØGRAND Overtake Running Shoes are built to push boundaries. Featuring a lightweight ride, shock absorption and reflective elements, both styles from the collection incorporate the refined craftsmanship synonymous with Cole Haan footwear, with innovative performance characteristics athletes demand.

“The world is determining new ways forward each day. Our customers work for what they believe in and we endeavour to support them every step of the way through the products we make and the experiences we offer. Now, more than ever, they are demanding versatility in the products they choose to use every day—whether it’s for work or working out, or both. These new ZERØGRAND Performance Running Shoes deliver on all fronts,” said David Maddocks, President of Cole Haan.

The Cole Haan ZERØGRAND Outpace Running Shoe epitomises lightweight comfort on every type of run. A sleek and lightweight upper merges with a plush-yet-responsive midsole, for a ride that’s both highly cushioned and capable of keeping up. Lightweight support features hold the foot snug over a generous amount of shock-absorbing foam, for dialled-in comfort.

Meanwhile, rubber traction in high-contact areas keeps you tearing down the road, whilst keeping the weight down. It’s comfortably high performance with a low profile, for runners whose daily grind goes beyond mileage.

Additionally, the Cole Haan ZERØGRAND Overtake Running Shoe is made for anyone whose foot remains pressed against the accelerator. With a conforming, breathable stretch-mesh upper reinforced with support elements to lock your foot in place, the fit is dialled in and focused on moving quickly.

The cushioning is tuned for greater responsiveness and energy return, and features flex grooves for an easier transition. Meanwhile, a full-length rubber traction pattern grips the ground to move you forward, fast. It’s a high-paced high performance, so you get where you want to go in record time.

The article Cole Haan enters the athletic performance footwear space appeared first on World Branding Forum.

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5WPR Beauty, Fashion & Lifestyle Division Named Top 3 in the US

O’Dwyers, a public relations industry publication, has officially released its annual PR rankings, naming 5W Public Relations‘ (5WPR) beauty, fashion & lifestyle practice area the third-largest in the US, with net fees of US$5.4m/£4.2m. This placement marks five consecutive years of the division being ranked within the top five in America.

5WPR beauty, fashion and lifestyle division achieved monumental success this past year by developing creative, overarching communications campaigns for new and existing clients, whilst always allowing for flexible execution with the ability to pivot quickly as needed. The teams are constantly directing and redirecting based on news, trends and cultural conversation, which has resulted in maximum exposure for clients regardless of current events.

“Thanks to the team’s dedication and ingenuity, the beauty, fashion and lifestyle practice area is a thriving part of the agency’s consumer division,” says Dara A. Busch, President of 5WPR Consumer Practice. “We want to say thank you to our amazing client partners, and we look forward to many more successful years to come.”

PR services offered to beauty, fashion and lifestyle clients include messaging and positioning, media relations, influencer relations, product launches, new market expansion campaigns, executive visibility programmes, fundraising announcements, content creation, sponsorships/partnerships, digital media campaigns, thought leadership and speaking opportunities.

The article 5WPR Beauty, Fashion & Lifestyle Division Named Top 3 in the US appeared first on World Branding Forum.

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Get the Green Shoots Worksheet

Get the Green Shoots Worksheet. It helps you adapt your value proposition and services to meet emerging customer needs.

You’re reading Get the Green Shoots Worksheet by Jeremy Miller, originally posted on Sticky Branding. Did you enjoy this article? If so, sign-up for more of Jeremy’s articles at Sticky Branding.

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Dune Group announces international partnership with Klarna

Dune customers shopping online will be able to use Klarna’s popular pay later products in five European markets

The Dune Group, one of the most influential global players in fashion footwear and accessories has recently announced an international partnership with leading global payments provider Klarna.

Klarna is a Swedish banking company, founded in 2005, which helps consumers buy now and pay later so that they can get what they need today. Over 200,000 merchants, including H&M, IKEA, Expedia Group, Samsung, ASOS, Peloton, Abercrombie & Fitch, Nike and AliExpress have enabled Klarna’s innovative shopping experience online and in-store.

From now onwards, Dune customers shopping online will be able to use Klarna’s popular pay later products (pay in 30 days and Instalments) in five European markets (Austria, Germany, The Netherlands, Switzerland and the United Kingdom).

Dune – who recently launched a Spring/ Summer campaign with Gillian Anderson have over 20 years experience in the footwear industry. The new partnership will give their customers greater flexibility when shopping online, empowering them to try before they buy in different colours, sizes and styles.

Luke Griffiths, Vice President at Klarna, commented:

“We are delighted to partner with The Dune Group to create the best shopping experience for their customers across Europe. With over 85 million customers globally, we know that the addition of Dune London to the Klarna shop directory will be welcomed by millions of shoppers in Europe.”

Elaine Smith, Head of Digital Product at Dune London, commented: “At Dune London it is our aim to provide the best possible shopping experience across all of our customer-facing channels and we feel that the addition of Klarna’s payment options will support this objective not just in the UK, but in our markets across Europe. We want our customers to be able to shop and pay, however, wherever and whenever they want.”

Nike, IKEA, and Samsung are multi-time winners of the World Branding Awards. For more information on the World Branding Awards, click here.

The article Dune Group announces international partnership with Klarna appeared first on World Branding Forum.

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Are You Building A Brand Of Contradictions?

As brands continue to try and navigate a world of awakening and change, its clear they are on a learning journey. With plenty of opportunities to learn, from women’s rights, climate change, homelessness, immigration, and now racial equality. It’s impossible to be against any of these issues. So why do brands feel the need to state the obvious?

As Mark Ritson writes in a scathing and powerful MarketingWeek article, “We marketers live in a branding bubble of our own creation. We think brands matter. That our brand matters. We think advertising is important. We think other people care. And with each passing year our branding bubble appears to become less and less transparent. An increasing proportion of marketers lose touch with the consumers they are meant to take their coordinates from, and fall for the bullsh*t that their brands and their communications make any kind of difference to society at large – and that this impact is a crucial part of their job.”

I think brands matter a great deal. But I also think actions speak louder than words, or inexpensive GIFs that can be spun up in seconds and posted to social media with little effort and even less accountability. Let’s look at some examples:

Joining a chorus of brands, Amazon statement said that “inequitable and brutal treatment of Black people in our country must stop” and promised to “stand in solidarity with the Black community—our employees, customers, and partners—in the fight against systemic racism and injustice.” But what about that time they fired a black contractor for asking about the Coronavirus? Or that time they tried to smear a warehouse organizer as “not smart or articulate.”

A Vice article shares how Uber’s CEO Dara Khosrowshahi tweeted something similar, stating the company “stands in solidarity with the Black community and with peaceful protests against the injustice and racism that have plagued our nation for too long.” To that end, he announced a $1 million donation to two racial justice think tanks “to support their work in making criminal justice in America more just for all.” Yet in the background, Uber is fighting legislation that would reclassify their workforce and entitle them to benefits such as health insurance and minimum wage. With a large number of minorities comprising the workforce, how solid is that solidarity?

Ritson’s article in MarketingWeek includes numerous examples of our most highly cherished brands: Apple, Nike, Adidas, Spotify, L’Oreal – each of which has professed strong alignment to the movement for racial justice, even donating money to associated causes, yet all of their senior leadership remains white. Riston clarifies, “I am not saying that companies have to have black people in their leadership teams as a general policy. But if you believe what you are telling the market about black voices, it should start with switching out some of your white executives in your upper echelons for executives of color. Not because these people are bad. Not because you have to encourage more diversity in the boardroom. But because you are claiming to care about black issues and black representation – so do something meaningful about it.”

In a tweet, writer and brand strategist Vikki Ross shares how she answered one of her clients who asked “should we change our logo?” with a series of pointed questions that’s worth reading, internalizing and spending some time thinking upon:

• Do you support the cause? Or do you want to look like you do?
• Do you always support the cause? Or do you support the cause when it is trending?
• If you change your logo to support the cause, when do you change it back?
• When you change your logo back, don’t you support the cause anymore?
• If you can change your logo back, when will you do it?
• What happens if another cause is trending? Do you change your logo again?
• How do you keep up with showing support for every cause? What if you miss one?
• If you keep changing your logo, what is your logo?
• Should you just always do what feels like the right thing at the time? Assuming your business is always doing the right thing, whether it promotes it via its logo or not.

Yes, these are challenging times. #blackouttuesday would have been better if brands had just gone dark, and listened, and thought about the changes they will or won’t make, before rushing to deploy content and messaging. We know there is hurt, and we know most of the people on this planet want to do something to make the hurt less. But we need to remember that actions speak louder than words.

Like people, brands need to be the change they profess to want to see.

The Blake Project Can Help: Avoid contradictions. Think it through in The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

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Reebok announces partnership with ba&sh on latest collection

Reebok releases Pas De Deux collection with ba&sh to generate positive, creative energy in highlighting the powerful movement of dance

Global fitness and lifestyle brand, Reebok has recently announced a partnership with luxury womenswear brand ba&sh on an exclusive capsule collection Pas de Deux, meaning created as a duo. United in a mission to generate positive, creative energy, Reebok and ba&sh fuse sport with style in a collection that highlights the powerful movement of dance.

The collection combines performance engineering with contemporary elegance. Developed through a desire to tear down the wall of appearances, the collaboration boasts a more relaxed, urban approach to style, demonstrated through classic silhouettes in a sleek colour palette of pink, black and beige.

“Dance is one of the most natural ways to blend the worlds of style, creativity and sports,” said Barbara Ebersberger, VP Product Apparel, Reebok. “Pas de Deux embodies the ultimate expression of movement, grace and self-expression, showcasing our two brands collaborating to the same beat.”

Featuring expert moisture-wicking Speedwick technology, the collection is comprised of five key pieces of apparel including the Lux All Over Print Tights and Woven Sweatshirt. The sports bra and leggings wick sweat away from the body to help the wearer stay cool and dry during any form of exercise. To round out the collection, Reebok and ba&sh have reworked a pair of the iconic Freestyle Hi silhouette with custom laces.

“To bring together our two core universes, namely fashion and sport, dance felt like the natural medium for this collaboration. Our unique collection will launch worldwide around the theme of Pas de Deux, the ultimate expression of movement of a duo’s collaboration” said Barbara Boccara and Sharon Krief, founders of ba&sh.

To celebrate the collection, Reebok and ba&sh have released a campaign launch video inspired by house music. Born from studying the most diverse forms of dance, the video demonstrates a sense of liberation, imagination and innovation by blending unique rhythms with staccato house beats.

The article Reebok announces partnership with ba&sh on latest collection appeared first on World Branding Forum.

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Volini releases a digital film with Lowe Lintas Mumbai

Volini with Lowe Lintas Mumbai released a 60-second spot to urge people to come out strong after lockdown

Pain relief brand Volini has released a digital film, urging people to step into the post-lockdown world brimming with optimism and hope, now that they have all learnt or rediscovered a thing or two that’s all-new. The #FilmFromHome conceived by Lowe Lintas Mumbai covers India, all the way from Kerala to the beautiful north-eastern state of Arunachal Pradesh.

In the unprecedented times that we’re living through, families have come together to help each other beat the lockdown blues. In this new — and hopefully short-lived — reality, the way we live, love and interact with one another has transformed. The beautiful presentation is no longer limited to PowerPoint slides but extends to our home-cooked meals.

Gym workouts have been replaced with working around the house — working the same muscles and a few more — especially when your partner can’t make up their mind about the placement of their favourite table. Humdrum chores are now celebrated as little victories, even a tidying a cupboard. The film shows how difficult times have a way of building resilience, making people push through the pain to come out stronger, better.

Madhu Noorani, President, Lowe Lintas, said, “Whilst the country was brought to a sudden standstill, we wanted to help people look at the bright side of things, make them proud about picking up new skills – no matter how small the skill or, how painful it was to learn it.

And whilst Volini as the brand helps us overcome our physical pain, we come out as stronger and better versions of ourselves having passed through this hardship. And now have newfound hope and abilities to take forward into our new world.”

The article Volini releases a digital film with Lowe Lintas Mumbai appeared first on World Branding Forum.

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IKEA announces strategic partnership with Ellen MacArthur Foundation

IKEA and Ellen MacArthur Foundation enter strategic partnership to accelerate the circular economy transition

IKEA is committed to becoming a circular business by 2030. The Ellen MacArthur Foundation is a global thought leader on the circular economy. The strategic partnership announced by Inter IKEA Group and Ellen MacArthur Foundation will focus on putting the home furnishing business on the global circular map and accelerating the transition to a circular economy within IKEA and beyond.

The shared ambition is to create a lasting impact on a global scale and drive the transformation towards a circular society.

“To become circular is one of our big ambitions and challenges for the future. It is a transformational shift for our entire business. Our goal is to give products and materials a longer life through reuse, refurbishment, remanufacturing, and, as the last option, recycling. We believe this requires leadership and collaboration,” says Lena Pripp-Kovac, Chief Sustainability Officer, Inter IKEA Group.

“We are very happy to work with the Ellen MacArthur Foundation to both advance our own transition and to make the circular economy a central part of the home furnishing industry. One of our first projects together will be to develop a global common dictionary on circular economy that can support an industry-wide transition”.

Already, IKEA has made progress towards becoming a circular business; the first refurbishment tests took place in FY19. Sofas were refurbished and resold, providing knowledge for future scaling potential. IKEA is also exploring services enabling customers to acquire, care for and pass on products in circular ways. IKEA has developed circular product design principles for the development of all products, with the ambition to only use renewable and recycled materials by 2030.

Today, more than 60% of the IKEA product range is based on renewable materials, like wood and cotton, and more than 10% contains recycled materials. By the end of FY19, the overall share of polyester in textile products being recycled reached 59%. rPET is used in products including rugs, curtains, roller blinds, bedding, pillows, quilts, sofa cover, as well as storage boxes and bags.

“We are delighted to partner with IKEA, who share our belief that through the circular economy, businesses can play a vital role in meeting many of the challenges we face today, such as climate change, waste and pollution. The circular economy empowers businesses to rethink how they create value, in ways that benefit the environment, society, and the economy,” said Andrew Morlet, CEO at the Ellen MacArthur Foundation.

“This is an exciting opportunity to help transform an industry that is not only a significant part of the global economy but has such a strong, personal connection to individuals and communities around the world.”

Through this partnership, IKEA and the Ellen MacArthur Foundation will be developing global definitions which are key to enable a circular economy that is fact-based, transparent and easy to understand and follow-up, advocating for circular design and inspiring a new generation of designers, impacting legislation to accelerate the transition to a circular economy, and promoting circular offers to our customers and inspiring new behaviours.

IKEA is a multi-time winner of the World Branding Awards. For more information on the World Branding Awards, click here.

The article IKEA announces strategic partnership with Ellen MacArthur Foundation appeared first on World Branding Forum.

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Converse releases statement on commitment to the Black Community

Converse CEO has released a statement on the brand’s commitment towards the Black Community

A wholly-owned subsidiary of Nike, footwear company, Converse, has released a statement on its commitment to the Black Community. The statement, given by G. Scott Uzzell, President and CEO of Converse, Inc. came following the recent outcry of the social injustice that has been and still is inflicted upon the Black Community.

The following is the Converse statement by G. Scott Uzzell:

For more than one hundred years, Converse has been adopted around the world and across cultures – the canvas of our sneakers weaving into the daily lives of youth independent enough to create progress for themselves and their communities. What is abruptly and painfully clear, is that there cannot be youth progress, without Black progress. All lives cannot matter, until Black Lives Matter.

Whilst we collectively process these unthinkable acts, we are met with immense weight. Because we know this is not a new problem. Systemic racism, police brutality and senseless violent acts are killing Black people.

We know that there must be many paths taken for real change to be implemented in the US and beyond. It will take hard work, but we commit to act with focus and continuity as an ally.

This is the Converse commitment:

We know it needs to start with us. This means working on our company culture. This means more opportunity, inclusion, belonging, representation and equity for current and future Black teammates at all levels.

We work with Black creatives, designers, athletes and businesses. Their stories have played and will play a vital role in creating the Converse story. We will bring additional support to causes that affect their communities.

We will use our platforms to amplify the voices of Black youth around the world and will fund a dedicated community of emerging global leaders creating progress together.

We will work with Nike and Jordan to commit US$40m/£31.5m over the next four years to support Black communities. This investment focuses on organisations advocating for social justice, driving education and combating racial inequality. Converse has immediately made the NAACP Legal Defense Fund and the Equal Justice Initiative part of this effort with committed donations.

We believe in the power of the vote to create change and will support US voter education and registration at the national and local level.

Black people have fought against injustice for over four hundred years. To those using their voices in the fight for justice now, we will no longer be a witness.

We stand with you in action.

The article Converse releases statement on commitment to the Black Community appeared first on World Branding Forum.

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Coca-Cola CEO releases statement stance on social justice

The Coca-Cola Company has released a statement by its Chairman and CEO, James Quincey on where the company stands on Social Justice. These are remarks James Quincey prepared and first shared with Coca-Cola employees during a virtual town hall on 3 June:

George Floyd. Killed. A senseless tragedy for him and his family. Ahmaud Arbery. Breonna Taylor. Philando Castile. Sandra Bland. Freddie Gray. Michael Brown. Eric Garner. Tamir Rice. Trayvon Martin. All killed. All Black Americans, predominantly male Black Americans. All of whom should be alive today.

I, like you, am outraged, sad, frustrated, angry. Companies like ours must speak up as allies to the Black Lives Matter movement. We stand with those seeking justice and equality.

Reality is that there is still a wound in the fabric of America that is not just not healed – but is being reopened. Racism. It begets violence, it begets death.

It’s nearly 30 years since the video of Rodney King being beaten by police officers shocked the world. At the time, we spoke out. Roberto Goizueta, then-Chairman and CEO of The Coca-Cola Company, said at an event, “Defending justice, creating economic opportunity and ensuring quality education is more than a noble cause. It is our duty. Nothing we value… our families, homes and businesses…are safe in the face of oppression, poverty and ignorance.”

It is our duty.

Now, with George Floyd’s death, I’ve been reflecting on our duty to Black people in America. Simply put, America hasn’t made enough progress, corporate America hasn’t made enough progress and nor has The Coca-Cola Company.

As a nation and as individuals, we must do better. Businesses like ours can play an important role. As a company that believes diversity and inclusion are amongst our greatest strengths, we must put our resources and energy toward helping end the cycle of systemic racism.

The company is not perfect. It’s done great things, things to be proud of. From the emblematic to the sustained. From celebrating Dr Martin Luther King Jr., through being the first to have African-Americans in advertising, to providing leaders to work on desegregation, to education, to South Africa, to franchising to two new African-American entrepreneur-owned US bottlers. One of whom, Troy Taylor, is with us today [as a speaker in the company’s town hall].

And it’s made mistakes, including the grave one with the largest discrimination lawsuit in US history in 1999/2000. As the judge said, our biggest issue was not that we made mistakes and that there were individual cases, but that when we knew, we didn’t act to remedy and improve.

We don’t have all the answers. But I believe that we, together with civic and community advocates, government officials, fellow business leaders, our partners – and with the views and voices of those who challenge injustice – we can find solutions.

Our efforts will focus on four main areas – listening, leading, investing, advocating.

LISTENING: We believe our company and our brands have the power to drive change. And we want to get this right. In order to make progress for those who have been hurt by systemic racism, we need first to listen. We have ideas; we received ideas from employees, and we know that this is the beginning. That’s why we’re spending time listening to employees and seeking their input on meaningful actions we can take, both internal and external. We will seek out the voices and expertise of community leaders and social justice advocates to inform our actions. And we will continue to use multiple forms to continue to listen, to further the actions that we will take to lead, invest and advocate.

LEADING: As a company, we need internally to be an example for corporate America and society overall, otherwise what platform do we have to lead from? We need to take multiple actions. We will renew the mandatory diversity and inclusion training. Also, the company donated the land and helped set up the National Center for Civil and Human Rights, here in Atlanta right next to the World of Coke, but how many of us have visited it? We all need to go and spend time there.

It’s four years since we had the first [internal company] Stand As One conversation following a similar death. Taking one measure – representation of African-Americans as a percentage of our US employees – we’ve made mixed progress. In the total numbers, we’re up 3 points to 19%, ahead of the overall country [population]. But in leadership positions, grade 14-plus, we are flat, at a poor 7%. We need to be more effective in making progress. So we’re appointing leaders in our business to drive the development and implementation of additional business actions.

INVESTING: We will invest our resources to advance social justice causes. We will use the voices of our brands to weigh in on important social conversations. For example, today we are announcing US$2.5m/£1.9m in grants from The Coca-Cola Foundation for the Equal Justice Initiative to assist advocates and policymakers in the critically important work of criminal justice reform; the NAACP Legal Defense Fund in support of the “Policing Reform Campaign;” and the National Center for Civil and Human Rights to deliver a platform to bring people together for powerful conversations that matter and inspire social change and their current “Campaign for Equal Dignity.”

In addition, we will match employee donations to these initiatives, as well as contributions to the 100 Black Men of America and the National CARES Mentoring Movement. Starting with me.

ADVOCATING: Together with our bottling system, we will work through our business network to support change and embrace policies that matter, starting with publicly supporting legislation to advance a hate-crimes law in Georgia. We also will continue to support collective actions and pledges across the business community, such as the Business Roundtable, the Atlanta Committee for Progress and CEO Action for Diversity and Inclusion. And more will need to be done.

At times, this will be challenging and uncomfortable, and it will require courage, humility, dedication and reflection.

Our pledge as a company is that we will do our part to listen, learn and act. Coca-Cola is committed to making a difference in our communities and within our company by mobilising our history of advancing civil rights and by rallying the strength of our employees, families and friends. Our company must play a visible and proactive role in creating the change that is desperately needed. More progress must be made. It is our duty.

The article Coca-Cola CEO releases statement stance on social justice appeared first on World Branding Forum.

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Waitrose and John Lewis launches virtual workshops on health

Waitrose, John Lewis and Vitality team up with Olympic heroes to help improve customers’ health and wellbeing as lockdown eases

Waitrose, John Lewis and health and life insurer Vitality is launching a series of free virtual workshops focused on health and wellbeing, exclusively for myWaitrose and myJohn Lewis members. The programme has been created to help address some of the undesirable “side effects” of lockdown including poor posture from lengthy spells of home working, disturbed sleep or unhealthy eating habits.

From this week, the retailers’ members are being invited to book onto a range of free live classes, including talks from in-house Waitrose nutritionists on making healthier food choices and how to meal plan; Sessions on the importance of sleep and top tips on creating the perfect bedroom environment with John Lewis bed buyers; Family Fitness classes with Vitality’s sporting experts including Olympic swimmer, Lizzie Simmonds, and Olympic Modern Pentathlete Samantha Murray; Energising cardio sessions run by Vitality’s own in-house clinicians and coaches; and Posture principles, including a session with Olympian Lord Seb Coe and a Vitality Physiotherapist.

Classes will take place every Wednesday throughout June.

“Lockdown will have taken its toll on us all in different ways, whether it’s long hours working on an unsuitable chair in our bedrooms, unhealthy snacking, disturbed sleep or lack of proper exercise, as well as the impact on our mental health,” commented Peter Cross, Partner & Director of Customer Experience at Waitrose and John Lewis.

“We’re really excited to be doing our bit to help and have created a broad range of content with some of the nation’s superstars as well as our own in house experts to look at wellbeing from a variety of angles – we hope that there’s something here for everyone however small.”

Swimming Olympian, Lizzie Simmonds from Vitality said: “Our health and wellbeing, and that of our family, has never felt more important than it does right now, yet the biggest challenge many people face when trying to get more active is knowing how to get started or to fit exercise into their lives.

“We’ve designed these workshops to offer something for everyone, from children to adults, with more traditional exercise classes, right through to fancy dress activity classes in the garden. Vitality’s core purpose is to make people healthier and enhance and protect their lives, and I’m delighted to be part of their partnership with Waitrose and John Lewis, and taking part in these workshops, inspiring many more people to get active.”

The workshops are underpinned by the partnership Waitrose and Vitality announced earlier this year. Both VitalityHealth and VitalityLife members can also access cashback of up to 25% – or up to 40% for members with both life and health insurance – on the supermarket’s Good Health food range in Waitrose shops and on their website.

The amount of cashback available directly correlates with the level of physical activity a member has done the previous month. Members earn points each time they engage in the Vitality Programme, with points available for being physically active, such as walking, running, cycling or swimming by using a linked activity tracking device.

Waitrose customers can also get healthy tips, recipes and advice from the supermarket’s Waitrose Health magazine, in stores now (free for myWaitrose members or £3).

A range of other virtual services has been launched by both Waitrose and John Lewis in recent weeks, including nursery, home and styling advice services.

The article Waitrose and John Lewis launches virtual workshops on health appeared first on World Branding Forum.

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