Neurons’ Post

Branding's Blindfold "The Coke-Pepsi Conundrum" At one time, Pepsi decided to do an experiment. They put Pepsi and Coca Cola in clear, unmarked, glass cups, and asked people to taste, to see which one they would choose. It was more of a blind taste between Coke and Pepsi. Well, the results were remarkable; people picked Pepsi over Coke most of the time. This, to some extent, implied that they preferred the taste of Pepsi. However, when they were given a choice, after revealing the brands, to choose between Coke and Pepsi, they still picked Coke. In the blind taste, they thought Pepsi was better. But when making a choice, their subconscious just said; "Okay, this is better, yes, but hey, I know Coke... Coke and I have been through a lot together... I am going for Coke." That's the power of Branding... A brand with the biggest brand equity, is not necessarily the best in the market. It could be the best sometimes, but many times, good branding can surpass product quality. Haven't you seen people who, you know very well are not as good as you in what they do, but because they have branded themselves well, they keep getting the gigs, while you struggle? That's why I like what my fellow Strategist Ronald Nkhuwa II said; "Branding is not boasting. The world needs to know you." This brings me to the argument of; "You people need to support my business." Listen, you are not a charity organization, you are a business. Whether it's a business where you sale products, or you are the business yourself selling personal services, you need to convince us to buy from you. Like Coke, you need to brand yourself so much that people create a subconscious emotional connection with your offer. It is Ken Blanchard who said; "If you really want a booming business, you have to create Raving Fans, not customers." Familiarity and emotional connection often trump initial preference. Beyond product quality, successful branding creates a narrative that resonates with consumers on a deeper level, influencing their choices even when alternatives may objectively seem superior. #MADTalks #kuhletrainers

This past Tuesday, I had the wonderful opportunity to listen to Jeff Metzner, Vice President of Walmart Team Marketing and Communications at Procter & Gamble, give his insights on what makes a company successful and the key factors that build a company's brand. Key Takeaways for Building a Strong Brand, Inspired by P&G's Success: 1. Purpose-Driven and Values-Led Approach: Procter & Gamble's remarkable success is rooted in its unwavering commitment to being a purpose-driven and values-led company. They don't just chase profits; they aim to make a positive impact on society. P&G's focus on values and purpose fosters trust and loyalty among customers. It's a reminder that purpose-driven businesses create lasting impact and brand loyalty. 2. Consistency in Brand Building: P&G's second secret to success lies in its consistency in brand building. They adhere to a well-defined brand-building approach that ensures every aspect of their products and marketing aligns with their brand identity. This unwavering consistency helps P&G stay relevant and competitive. It's a valuable lesson for all businesses: stay true to your brand identity, and success will follow. 3. Brand Building Framework: The last takeaway from Jeff's discussion that I could not leave out is how to build a company's brand which Jeff calls the "Brand Building Framework". - Insight: Understanding the consumer's problems and the market dynamics is the first step. This knowledge allows a company to identify opportunities for creating solutions that resonate with its target audience. - Idea: Once the consumer problems are identified, crafting innovative and effective solutions becomes the next step. This is where the company defines the value it can provide to its customers. - Consistent Execution & The 5 Vectors of Superiority: Execution is just as vital as strategy. With consistent execution come the 5 vectors of superiority which include product, packaging, communication, retail execution, and value. These highlight the critical areas where a company should consistently excel to build and maintain a strong brand. By excelling in these areas, a brand can stand out from its competitors and gain a competitive edge in the market. Thank you Jeff Metzner for coming into our class and investing your time for the success of all of our futures! And of course, thank you Molly Rapert for continuing to deliver on such insightful speakers throughout this semester! #rapertmktg #waltoncollegeofbusiness #brandbuilding

Picture yourself navigating the supermarket's beverage section when suddenly, a collection of Coca-Cola cans grabs your attention. These aren't ordinary; they sport the classic white script but against an unexpected metallic blue backdrop. Feels odd, right? Coca-Cola's signature red is so iconic that they've dubbed it "our second secret formula". This serves as a perfect illustration of how distinctive design elements can define a brand. For both B2C and B2B entities, establishing a robust brand voice and visual identity is crucial for differentiation and building a recognizable brand presence. Dive into this discussion and discover various strategies for enhancing brand awareness here: https://lnkd.in/eDVsRZx5 #BrandAwareness #MarketingStrategy #BrandIdentity

In the world of branding, trust is the golden ticket. Your brand isn't just a name; it's a promise that can either win hearts or raise eyebrows. Take Heinz and Tesco beans – both tins, but oh-so-different. Heinz speaks "premium," while Tesco goes for "smart savings." Result? Targeted branding for varied markets, both reaping rewards. Consistency is the secret sauce What's better than a one-time sale? A forever customer! Imagine buying a product and knowing it's consistently top-notch. That's a loyalty generator! Customers stick around because your brand's a constant they can rely on. Don't fix what ain't broken, right? Consistency is the key to a long-lasting affair with your buyers. Crafting unbreakable loyalty Let's talk Coca-Cola vs. Pepsi. It's not just a cola war; it's a loyalty showdown. Coca-Cola nailed brand loyalty, making it almost unshakeable. Your brand's image can shape consumer behavior – making them choose you over all else. In the dynamic landscape of business, where trust is the currency and loyalty the ultimate reward, crafting a brand that resonates is nothing short of an art. #brandingdesign #brandstrategy #brandtrust --------> Hello there 👋 I am Kami, specializing in brand design and strategy. Don't forget to hit the notification bell 🔔 so you're informed whenever I share new content!

“We know who we are, we know what we need to do.” Lynne Field, Head of Strategy at FutureBrand North America, quotes Brad Rakes, Senior Director of Brand Marketing at Dr Pepper, attributing this ethos to their lead over Pepsi in what we have dubbed as the recent ‘Soda Wars’. In a time when soda sales are declining and new brands with cooler names or healthier alternatives are emerging, Dr Pepper's triumph is a testament to the power of strong brand identity and strategic marketing. As recently highlighted in both national news and trade publications such as The Guardian and Marketing Dive, Dr Pepper's success isn't just about the taste; it's about knowing their brand, playing to their strengths and tapping into the emotional landscape of its audience. So, what can other brands learn from this success? - Embrace Your Identity: Clearly understanding and embracing who you are as a brand is crucial, especially in a competitive and changing market. - Strategic Actions: Knowing what you need to do and executing it effectively can set you apart, even as new competitors emerge. - Emotional Connection: Building strong emotional ties with your audience can drive loyalty and success. Dr Pepper’s journey is just one inspiring example of how this approach can lead to major victories, even in challenging times. To find out more about their success and to harness further insights from our recent FutureBrand Consumer Index, head to our website: https://lnkd.in/ec_E49Eb

Your brand isn't set in stone. Sometimes, you need to make daring changes. (Even if it means sparking controversy) Think of your brand like a garden – It needs tending and at times, even a total makeover. Big brands do it all the time! ↳ Remember the funky Pepsi logo from the 70s? Totally different from the sleek one they have now. ↳ And the classic Coca-Cola script? They've tweaked it a bunch over the years to stay fresh. Change Is Good! The market shifts, People's tastes change, and your brand needs to adapt to stay relevant. Here are 3 tips to keep in mind: ________________ 1) Listen to your audience. → Are they giving you feedback? → Are they just not connecting? Use that info to make tweaks. ________________ 2) Don't be afraid to experiment. → Try a new tagline. → Add some fresh colors on your packaging. You never know what might click! ________________ 3) Think of it as a refresh, not a total wipeout. → Keep the core values and mission of your brand. → Just give it a new look and feel. Customers need to feel the connection. ________________ Remember: Branding is a journey, not a destination. PS: What are your thoughts on rebranding? Share it in the comments! #branding #brand #customers #rebranding

Brand awareness is crucial for building consumer trust, and PR plays a key role in achieving it. The 2024 Reader’s Digest Trusted Brands survey revealed the Top 20 brands Australians trust the most. From Dettol and Cadbury to Toyota and Weet-Bix, these brands have earned credibility, emotional connections, and loyalty. Read more about the strategy behind how these brands position themselves as leaders in their industries. 📧 [email protected] 🌐 www.adonimedia.com.au

Going into its 11th year, the BrandSpark® Canadian Brand Trust Survey has helped us develop a deep understanding of trust dynamics, like what drives trust, how it fluctuates, and how to measure it. During this time, we discovered that the following two key metrics are integral in understanding a brand's position in the market: 1) Brand Trust: how many more people trust your brand vs. competitors 2) Brand Stubbornness: how much more people trust your brand vs. competitors The interplay of brand trust and stubbornness provides the foundation for understanding key brand dynamics in specific categories. We call this the “Trust Landscape”. Looking for a detailed review of the trust landscape in your category? Get in touch: https://lnkd.in/dku-4EQX

How do you measure brand loyalty? Brand loyalty (or brand love) is a tough thing to measure because many of our metrics give us misleading information. They measure behaviours vs. attitudes. People can show signs of loyalty for reasons such as convenience, proximity, and price, but any of those things can change in a moments notice. For example, I’ve been going to the same barber for the last 10 years... because he’s a walk away from where I live, not because of a deep emotional attachment to him. If he was to move, I’d likely find a new barber. All marketers should take the time to build and measure true brand loyalty because of the ongoing value it can provide. Thanks to the Canadian Marketing Association for giving me the stage to discuss this topic with fellow members of the Brand Council.