Posts Tagged ‘branding’

I ♥ New York – Because It Told Me To!

Published on Mar 23rd, 2012 by Rhiannon

I’ve just come back from the biggest of apples – New York. It wasn’t my first time there, and it certainly won’t be my last, but this was the first time I was there for pure pleasure. And yet, one of the biggest things that struck me was firmly work-related – it sure as hell knows how to promote itself!

You see, it’s not just that it’s branded incredibly well, it’s that its branding strategy is based on the fact that it IS the brand. Everything about the city lives and breathes the brand, not least all of its inhabitants who are more than happy to act as its brand ambassadors…and with 8,175,133 of them in 305 square miles, speaking 800 languages, what more could you ask for?

‘I ♥ New York’, and oh how I do, is a logo and slogan which feels like it’s been around forever. But a bit of delving quickly reveals it was born out of market research (ah, I love it even more now!) about 35 years ago.  In 1976, the New York state was in an economic slump and looked to tourism for the answer. They received $400,000 dollars from the Governor and decided to spend it all on market research (clever New York). This in turn (having listened to the research I hasten to add), led to a $4 million advertising budget which launched the I LOVE NEW YORK campaign in 1977.

 

But it isn’t just a coincidence that the city has remained so strong and ‘on brand’ for so many years, it has been a very well considered, planned and monitored process. In 2008, the campaign was relaunched and new branding guidelines were issued. The guidelines are as you would find them for any other brand… they show a target audience, a typeface, advertising guidelines, photography selection rules and logo dos and don’ts. They even have a jingle which I have luckily managed to escape or I fear I might have fallen out of love with New York for being a bit too American. It also includes a Brand Pyramid which underlines just how effective and ‘on the money’ their brand strategy has been. At the very top is its Brand Character which reads: ‘The only state with the soul of New York City – charismatic, larger than life and tells it how it is’. Perfect. What a successful branding campaign because this is exactly how I, and I’m sure many others, see The Big Apple. Oh OK, I know, I know, people saw it like this way before 2008 -  and maybe before 1977 even – but the fact that they stuck to who they are, what they know best  and what their brand ambassadors believe in  means it was truly effective (New York was the most highly Googled location in the world registering 4.6 billion search results as of September 2011). I am sure this is based on what market research would have undoubtedly told them – work with the positives you have and do not try to be something you are not.

So, perhaps all cities could learn a thing or two about the power of branding to re-energise tourism and the economy, not least London. We have a huge year ahead of us with the Queen’s Diamond Jubilee and the Olympics… and at a time when our economy could really do with a cash injection. Can we ‘do a New York’ and use this global exposure to capitalise on London as a brand for years to come?

I’d like to think so, but the first question that springs to mind is whether Londoners can ever be true global ambassadors of London?  Whilst we undoubtedly love our city as much as New Yorkers love theirs, God forbid we might actually start a conversation with someone to tell them about it!

So, during the summer when you see that tourist on the Tube or someone stops to ask you directions, conjure up your best British charm, smile and tell them one of the reasons  why you ♥ London.

 

Branding Marathons – More Than Just Mileage

Published on Apr 18th, 2011 by Jack

On Sunday 17th April over 35,000 runners took to the streets of London for the 31st London Marathon. The fact that it is formally called the Virgin London Marathon probably had little significance for the majority of runners. However, for the marketing/endurance hybrids who took part (such as NSUK’s own Rhiannon Price), this may have been more significant. Long distance sporting events are held every weekend. These have a vast array of not only distances and levels of competition, but also event names – all with different meanings, target audiences and auxiliary functions beyond sport itself.

Commercially Branded, Numbers Driven

Events such as these include the aforementioned Virgin London Marathon and the BMW Berlin Marathon. Their unique identifier is that they are branded in a corporate way, citing a large brand name in the title. These events reach out to people who would not ‘normally’ participate in events such as these. Resultantly, these events can be extremely large in size. Due to the popularity and size of these events they often serve purpose beyond a sporting event, with many participants taking part to raise money for good causes.

Sports Branding, Athlete Focussed

The increased popularity of endurance sports now means that brands which are large in the sporting world have the capability to brand events themselves. Examples include the Maxifuel Half Marathon. These events often do not have the reach of corporately branded races and therefore are not always as well communicated to the general public. However, they do have the power to communicate to the sporting community and often serve as a popular event for the enthusiastic athlete. The naming power of these events should not be underestimated, with events such as ‘Ironman’ in the world of triathlon being a global brand in itself.

Tackle Me If You Dare

Some endurance events avoid all commercial branding in their name, instead opting for monikers which reach out to participants and entice them to take on a race with the allure of a name which represents difficulty, hardship and a challenge. Such names include ‘Hell Down South’ and ‘The Cumbrian Killer’ from the worlds of running and cycling respectively. These events hope that through aggressive naming they will attract hardened endurance veterans – albeit in small quantities due to the niche audience they are aiming at.

Location, Location, Location

Some endurance events keep it simple, using only the event location as a prefix. Such events on first inspection may appear to be missing a trick. Or are they? Some events can attract participants without any commercial backing or an aggressive name. Often the attraction of a location is enough. Examples range from the Angmering Bluebell 10k to the Beachy Head Marathon. These events attract the scenery (as well as sporting) driven competitors. Don’t be fooled into thinking that these events are only small scale. Simply having a location based name helps the Paris Marathon attract 37,000 competitors a year, many of whom no doubt are attracted by the thought of going to such an iconic city as well as the 26.2miles of running.

Bottled Water: You Should be So Lucky…

Published on Jun 17th, 2010 by Jack

Despite the economic downturn 2 billion litres of bottled water was consumed in the UK last year with sales growing by 1.4%. You might ask, in these eco-conscious times how can bottled water brands continue to sell something which is essentially free – out of our kitchen taps? Well one answer is plain good fortune.

Happily for brands such as Evian and Volvic they are selling a product which is universally renowned as being beneficial for the end user to consume. Evian continue to invite us to “live young”. Vittel asks us to “revitalise” whilst Volvic and Buxton align themselves with rugby and tennis respectively. Which health conscious individual doesn’t want to retain their youthful features? Which sports person doesn’t hope that the benefits of hydration will give them a performance edge? Answer virtually no one.

Here in lies another drop of good fortune for bottled water brands. There isn’t a taste or product experience barrier to overcome. Unlike Marmite the “love it or hate it” brand, water is very much the “like it or like it” product. Its low involvement experience means whilst you are unlikely to find people who love water, you are even more unlikely to find consumers who actually hate it. Basic product affinity has been achieved. Which means the Evians and Highland Springs of this world can focus on garnering affinity for their brand.

A huge part of the brand proposition of course is source. Natural cues, untainted processes and evocative “green imagery” mean mountain streams, alpine snow lines and highland parks untrammelled by man. Not something the tap in our kitchen can quite deliver on. Of the bottled water brands sold in the UK, the majority source their water from areas such the Scottish Highlands or French Alps. This makes it easy, logical and practical for brands to use images of these locations in their communications and draw in the consumer through messages rooted in the beautiful outdoors.

In a day and age where premiums are paid for products containing the words “natural” and “organic” bottled water brands are two-nil up at kick off. Not only do they have an undisputable natural product identity, but they can also be seen to be offering consumers a premium experience with a naturally occurring substance, at no extra cost to the brand!

For some reason negatives like over packaging, product parity and dare I say it good old fashioned rip off haven’t got in the way of branded water’s relentless growth. Now that is lucky.