A day with Ritson
I recently attended a workshop with the marketing guru Mark Ritson. For those who haven't heard of Ritson nor read any of his many articles, I suggest you do so, quick smart, see his website here or follow him on Twitter. Ritson is a self confessed brand expert – or in his words "I know a fuck load about branding and that’s about it." He has an intimidating amount of knowledge about branding and brand management which was really motivating throughout the whole day.
Ritson explains that brands "are like humans; they are born, some die and some live on forever." It's so important when managing a brand to go back to the brand DNA and heritage to base advertising strategy and communication. He got me thinking, there are so many brands who try too hard to be someone or something they are not. They're not Real. They are caught up in the success or expansion of a brand and sway away from the REAL character of the brand.
Heineken have punched out yet another great TV ad in a series which in my mind says it all for their brand "open your world".
And a classic ad from James Boag’s "from the pure waters of Tasmania".17.07 20120
Is NAB for REAL?
One thing our industry (marketing and communications) is often guilty of is being too close to our own work. We sometimes find it hard to have an objective view of how deeply a campaign has resonated with customers (which is all that matters in the end). I can’t help but think this is the case with NAB and their recent rate move.
The ‘more give, less take’ promise by NAB to its customers was a bold move, but one that seemed to pay great dividends. It won a heap of awards, got people talking, and won NAB market share. You can imagine those in the NAB marketing department being pretty satisfied for having developed and executed a differentiated strategy in a market where it is particularly difficult to do so, and characterised by ‘short-term’ shifts in strategic focus. The campaign would have been 6-12 months in development, and has now been in the marketplace for a similar time.
I am sure customer research results were also very positive.
But what is difficult to measure is how ‘deeply’ a campaign has resonated with customers. It’s hard for people to tell you that, research can only uncover so much. Customers have been cynical of banks since day one. There is a deep-seated view by most customers that banks are all the same.Continue Reading09.11 20111