Brand Birthday
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1st Floor, 17-21 Old Street, London EC1V 9HF
t +44 (0)20 3058 1100 f +44 (0)20 7253 6846
e jay.nicholl@makeitclear.co.uk www.makeitclear.co.uk
all grown up: the brand birthday
Brands and us
Every brand takes on a personality of its own; it is informed as much by consumer perceptions as company propagation. The connection that consumers feel with brands is something that goes deeper than ownership. In a modern context, the brands we support are increasingly representative of a part of us. Brand personalities are formed by years of communication. Consistency in communication creates a brand image that is distinct in the eyes of consumers. With that image comes personification. Brands are aware of their tone of voice, appearance and personality traits as a result. With the growth of a brand comes influence, familiarity and history. The most brilliant brands are capable of harnessing the depth that all three produce. There’s something potent in the history of a brand. It’s impressive for any brand to stand the test of time. Henry Ford said “You can’t build a reputation on what you are going to do.” In the eyes of consumers, a proven track record gives cause to expect positive interactions in the future. When a brand image is strong enough, campaigns can step away from promoting a specific product to communicate something more powerful. Promoting the history of a brand produces a wide angled perspective. It allows a focus on cultural impact over a longer period; from personal connection to national trendsetting. A brand anniversary provides an opportunity to highlight heritage; it allows alignment with something more powerful than promise. A brand anniversary is simultaneously solidified by proof and softened by nostalgia. Anniversary marketing communicates the role a brand has played in the development of society; in culture, industry and people. On its own this is enough to create great campaigns (given a recognisably prestigious history), but the most impressive impact is garnered through a personal and emotive appeal. It’s when experiences become more complex that they become more profound: “She reached into her pocket and pulled out a scrunched up wrapper of some Rolos. She handed me the bundle. Inside was a solitary Rolo. We just laughed.” When a brand interaction comprises a key part of the experience it becomes more powerful. It is no longer coincidentally connected to a fantastic experience, it is the enabler. These connections are much stronger. They make the consumer a brand advocate, occasionally an evangelist. To highlight the power of nostalgia, and provide an insight to the profound effect of positive recollections of a brand, in this case The Royal Parks, here is a personal recollection of Richmond Park:
Hearts and minds
The association a person has with a brand goes deeper than product interaction. There is something in every brand interaction that is woven into our memories of place, time or person. Nostalgia is affection for a place or person associated with positive personal memories – or so the dictionary tells us – but can nostalgia be connected to a brand? An example of a basic association is: “I remember drinking Coca Cola in the cafe.” They are connections formed purely by simultaneous experience. These forms of associations are largely transient and are ineffective in creating a strong link between consumer and brand.
“When I was young parents had to be creative when it came to entertainment. We didn’t have games consoles, the internet or 20 children’s TV channels back then. Perhaps that’s a good thing. I’ll always remember a day in Richmond Park; Dad’s waxed coat (from a country fair) smelling like honey and leather. I couldn’t believe that trees could grow so tall; I asked Dad where we were, ‘London,’ he said, typically monolithic. I’ll never forget the moment the deer came into sight, so regal and unperturbed by our presence. It was as if they whispered to each other, ‘don’t mind them, they won’t be here long.’ It didn’t feel like long, or long enough, before we were back in the Volvo heading home. It’s almost like the rest of the world seemed dull, monotonous compared to the vivid red and orange leaves. I remember asking Dad as we got onto the M25, ‘what happened to the colours?’”
Here we have a recollection that is rich with emotional subtext. The connection between the park and the author is more significant than a typical brand interaction, it is a seminal moment in his childhood. The same associations and experiences will reside in a large number of individuals. For a brand to communicate this depth of connection, they need to convey the emotive, the personal and the unique. They need to speak to the hearts and minds of consumers.
white paper | All grown up: the brand birthday
page 1
tHe story
The most important part of the brand anniversary is telling the right story. The right story can make the event relevant and interesting to any audience. To some, the right story will provide context for the celebration; to others, the story will remind them of a forgotten connection to the brand. Every story is different... at least it should be. The recent M&S 125th anniversary was uncannily similar to the Sainsbury’s 140th anniversary campaign, the two were released just a week apart. Both relied on essentially the same story: We changed the country’s shopping habits, one avocado at a time. What this produced was diminished impact on both sides. The way a brand asserts its position as an institution is by differentiating itself from everything else, and as M&S and Sainsbury’s found out, you have to be different in different ways or you’re still just the same. A good story should be based on a brand’s broad social impact, but still maintaining a personal focus. The perfect example of this was the Hovis 122nd anniversary campaign. This multi-award winning campaign featured a grand scale history of Britain over the company’s history. Although the connection between the brand and those events referenced may at first be considered tenuous, there’s a subtext of (very literally) providing the fuel for these revolutions. That argument is convincing and takes the campaign from ambitious to epic. In order to bring the scale back down from macro to micro, the ad focused on a young boy – creating an “I remember those days” moment. It provoked an empathetic reaction that let the audience feel like part of the campaign.
taking it forward
Although the focus for anniversary campaigns is to remember the past, there is one component that is often overlooked. The most powerful campaigns feature a view of the past and a look to the future. This focus is not difficult to achieve. A statement that the future of a company is based on the same tenets as its foundation is believable and, if those tenets are still relevant, can be a comforting symbol of brand strength and reliability. If a brand is changing, this should also be communicated. A change can be just as powerful, as long as brands stay faithful to the roots reflected in the campaign. It is most important to show that a brand is not resting on its laurels after a successful foundation. Well executed brand anniversaries pay tribute to a past of achievement and look forward to a future of even greater success. Great campaigns go some way to making that future successful.
white paper | All grown up: the brand birthday
page 2
1st Floor, 17-21 Old Street, London EC1V 9HF
t +44 (0)20 3058 1100 f +44 (0)20 7253 6846
e jay.nicholl@makeitclear.co.uk www.makeitclear.co.uk
all grown up: the brand birthday
Brands and us
Every brand takes on a personality of its own; it is informed as much by consumer perceptions as company propagation. The connection that consumers feel with brands is something that goes deeper than ownership. In a modern context, the brands we support are increasingly representative of a part of us. Brand personalities are formed by years of communication. Consistency in communication creates a brand image that is distinct in the eyes of consumers. With that image comes personification. Brands are aware of their tone of voice, appearance and personality traits as a result. With the growth of a brand comes influence, familiarity and history. The most brilliant brands are capable of harnessing the depth that all three produce. There’s something potent in the history of a brand. It’s impressive for any brand to stand the test of time. Henry Ford said “You can’t build a reputation on what you are going to do.” In the eyes of consumers, a proven track record gives cause to expect positive interactions in the future. When a brand image is strong enough, campaigns can step away from promoting a specific product to communicate something more powerful. Promoting the history of a brand produces a wide angled perspective. It allows a focus on cultural impact over a longer period; from personal connection to national trendsetting. A brand anniversary provides an opportunity to highlight heritage; it allows alignment with something more powerful than promise. A brand anniversary is simultaneously solidified by proof and softened by nostalgia. Anniversary marketing communicates the role a brand has played in the development of society; in culture, industry and people. On its own this is enough to create great campaigns (given a recognisably prestigious history), but the most impressive impact is garnered through a personal and emotive appeal. It’s when experiences become more complex that they become more profound: “She reached into her pocket and pulled out a scrunched up wrapper of some Rolos. She handed me the bundle. Inside was a solitary Rolo. We just laughed.” When a brand interaction comprises a key part of the experience it becomes more powerful. It is no longer coincidentally connected to a fantastic experience, it is the enabler. These connections are much stronger. They make the consumer a brand advocate, occasionally an evangelist. To highlight the power of nostalgia, and provide an insight to the profound effect of positive recollections of a brand, in this case The Royal Parks, here is a personal recollection of Richmond Park:
Hearts and minds
The association a person has with a brand goes deeper than product interaction. There is something in every brand interaction that is woven into our memories of place, time or person. Nostalgia is affection for a place or person associated with positive personal memories – or so the dictionary tells us – but can nostalgia be connected to a brand? An example of a basic association is: “I remember drinking Coca Cola in the cafe.” They are connections formed purely by simultaneous experience. These forms of associations are largely transient and are ineffective in creating a strong link between consumer and brand.
“When I was young parents had to be creative when it came to entertainment. We didn’t have games consoles, the internet or 20 children’s TV channels back then. Perhaps that’s a good thing. I’ll always remember a day in Richmond Park; Dad’s waxed coat (from a country fair) smelling like honey and leather. I couldn’t believe that trees could grow so tall; I asked Dad where we were, ‘London,’ he said, typically monolithic. I’ll never forget the moment the deer came into sight, so regal and unperturbed by our presence. It was as if they whispered to each other, ‘don’t mind them, they won’t be here long.’ It didn’t feel like long, or long enough, before we were back in the Volvo heading home. It’s almost like the rest of the world seemed dull, monotonous compared to the vivid red and orange leaves. I remember asking Dad as we got onto the M25, ‘what happened to the colours?’”
Here we have a recollection that is rich with emotional subtext. The connection between the park and the author is more significant than a typical brand interaction, it is a seminal moment in his childhood. The same associations and experiences will reside in a large number of individuals. For a brand to communicate this depth of connection, they need to convey the emotive, the personal and the unique. They need to speak to the hearts and minds of consumers.
white paper | All grown up: the brand birthday
page 1
tHe story
The most important part of the brand anniversary is telling the right story. The right story can make the event relevant and interesting to any audience. To some, the right story will provide context for the celebration; to others, the story will remind them of a forgotten connection to the brand. Every story is different... at least it should be. The recent M&S 125th anniversary was uncannily similar to the Sainsbury’s 140th anniversary campaign, the two were released just a week apart. Both relied on essentially the same story: We changed the country’s shopping habits, one avocado at a time. What this produced was diminished impact on both sides. The way a brand asserts its position as an institution is by differentiating itself from everything else, and as M&S and Sainsbury’s found out, you have to be different in different ways or you’re still just the same. A good story should be based on a brand’s broad social impact, but still maintaining a personal focus. The perfect example of this was the Hovis 122nd anniversary campaign. This multi-award winning campaign featured a grand scale history of Britain over the company’s history. Although the connection between the brand and those events referenced may at first be considered tenuous, there’s a subtext of (very literally) providing the fuel for these revolutions. That argument is convincing and takes the campaign from ambitious to epic. In order to bring the scale back down from macro to micro, the ad focused on a young boy – creating an “I remember those days” moment. It provoked an empathetic reaction that let the audience feel like part of the campaign.
taking it forward
Although the focus for anniversary campaigns is to remember the past, there is one component that is often overlooked. The most powerful campaigns feature a view of the past and a look to the future. This focus is not difficult to achieve. A statement that the future of a company is based on the same tenets as its foundation is believable and, if those tenets are still relevant, can be a comforting symbol of brand strength and reliability. If a brand is changing, this should also be communicated. A change can be just as powerful, as long as brands stay faithful to the roots reflected in the campaign. It is most important to show that a brand is not resting on its laurels after a successful foundation. Well executed brand anniversaries pay tribute to a past of achievement and look forward to a future of even greater success. Great campaigns go some way to making that future successful.
white paper | All grown up: the brand birthday
page 2
