Archive for September, 2009

Ouch! Burning Questions

September 29, 2009

Since our upcoming Food Packaging blog is temporarily on hold, I thought it would be nice to question ourselves, our existence, the meaning of life. Or we could just check out these amazing mental_floss advertising questions that generated revenue for Ford, Verizon Wireless, Clairol and other industry greats: http://www.mentalfloss.com/blogs/archives/35550

As always, check out our website if you have any . . . questions?

Client Relationships: Can You Feel The Love?

September 16, 2009

Marketing is an extremely competitive industry, which is only one reason client relationships are so vital to our business. Another reason any B2B will tell you, is client referrals. If you have a client whose sales you have increased 20-58% the relationship changes. The most intense client will mellow when he or she sees the results of their marketing. When everything works out perfectly you no longer have a client, you have a free salesman. Here are some of the some of the great things our clients have said about us. (Please note, as this IS a competitive business they are listed by company only. They are all CEO level or higher.)

“The repackaging of the Barber Dairies ice cream cartons coupled with an introductory TV commercial increased our overall ice cream sales in excess of 30% in less than 90 days. It was a really smart move for us.”–Dean Foods

“The new Vietti Chili label design accounted for an increase in 4th quarter sales by over 40% from the previous year, and we had no additional promotional or advertising support, it was all about the new label.”–Choice Foods of America

“The repackaging of our Baker Girl product line gave us a substantial return in less than 6 months and our share continues to grow. Asen knows packaging.”–Purity Foods

“Asen created new package designs for us that allowed us to get new distribution in stores we hadn’t been able to get into before. It was the best marketing investment we made for the whole year.”–Royal Cake Company

“Family Brands International experienced a 58% sales growth in our BBQ Rib line simply by having Asen remake the label. Asen philosophy of packaging has been instrumental in growing our brands.”–Family Brands International

“The introduction of our new Purity 2 piece ice cream carton created by Asen increased our market share by 29% in the first 6 weeks it was out.”–Purity Ice Cream

And they are just our food clients! Are your customers and clients feeling the love? If not, you might try providing added value in a new or unusual way, connecting them to other people in the industry, developing opportunities for their business to grow, or just brainstorming together. You might be surprised by your new free sales team.

Slogans, Good to the Last Drop!

September 8, 2009

I just wanted to take a minute to talk about slogans and love notes. A slogan is a brief catchword or phrase summarizing the creative message of a marketing strategy. The phrase must fit in with overall brand consistency, as discussed in the previous post. Slogans are easier to remember if they use rhyme, alliteration, a play on words, or parallelism.

Example: Saturn – “A different kind of company. A different kind of car.”

A good slogan also takes on one of two forms of alignment with a brand; it can be a USP (Unique Selling Proposition) or a love note.

In order to be a USP, it must make an offer to the consumer. If they purchase this product, then they will receive a specific benefit not offered by the competition.

Some examples of Unique Selling Propositions are:

Olay – “Get younger-looking skin”

M & M’s – “The chocolate melts in your mouth, not in your hand”

Domino’s Pizza – “You get fresh, hot pizza delivered to your door in 30 minutes or less”

A love note takes a slightly different approach in a positioning statement transcending traditional relationship boundaries to deliver a passion for the brand creating loyalty beyond reason. Love notes are connected to the consumer’s passions and inspirations.

Some examples of Love Notes:

McDonalds – “I’m lovin’ it”

Capital One – “What’s in your wallet?”

Allstate – “You’re in good hands with Allstate”

When considering a love note, it is important to consider future applications of your slogan. For example, can it be sung? Is it easy to remember, easy to pronounce, and say? A slogan created now might be used for decades, become affiliated with the logo, or turn into a jingle. Think long-term use.

Here are a few slogans we have developed for clients:

LeBlanc – “Your Future. Our Expertise”

Vietti Chili – “A Kick in the Can”

TNEH – “Designed to Inspire your life”

Green County Bank – “Simply. Your Bank”

Barber’s – “Freshness Guaranteed”

Barber’s – “Everyday Goodness”

UT Basketball – “Be on the Team”

Cades Cove BBQ – “An outrageously rich barbeque experience”

Buddy’s – “Your Kinda’ Barbeque”

And last but not least our slogan here at Asen Advertising & Marketing, “Essential Logic. Creative Magic.”

The Importance of Consistency in Branding

September 1, 2009

The Importance of Consistency in Branding

What is Brand Consistency?

Brand Consistency across the branding spectrum occurs when all messaging conforms to a consistent set of design, emotional response, and message values. This way the brand represents a storage point for information about a company, service or product. It also becomes a vessel for the consumer’s emotional awareness of the brand.

Why do we need Brand Consistency?

The purpose of brand consistency is to enhance recall of messaging, and develop rapport with the consumer on an emotional level. This occurs over time as the brand’s message, image, and association develops over time as recognition patterns form. It serves as an ideal way to make a space for your product and everything it represents in the customer’s mind. 

The advantages of branding consistency:

Easy recall for consumer

Consistent messaging is stored in consumer memory  (Ambiguity or clutter of advertising destroys messaging recall)

It increases the chances of a brand being recalled despite the recollection clutter of everyday life.

Brand linking, how the mind stores and retrieves information.

 What are the 3 most common words in Real estate…

                        Location… location… location

Words you need to remember about  branding…

            Consistency…consistency…consistency!!!

Practical Applications of Consistency in Branding-

Logo

A Logo should have the same position on ads whenever possible, with consistent size, color and uniformity. Logos are particularly important because they represent the brand visually within a short period of time.

Tagline

A tagline is a slogan, clarifier, mantra, company statement or guiding principle that describes, synopsizes or helps create interest. Taglines can be singular statements that embody the Universal Positioning Statement or the Unique Selling Proposition. The tagline should accompany the logo.

Typeface

Using the same families of type allows the consumer to readily recognize the advertiser’s brand and the messaging to connect with previous messaging/taglines to multiply frequency and allow for recall of brand.

Color

Color creates emotion, triggers memory, and creates sensation in the consumer’s mind. Consistent color immediately communicates to the consumer who the message is coming form.

What companies do you believe have the strongest color ownership???

            Kodak                        Yellow

            UPS                            Brown

            Coca Cola                 Red

            Target                        Red

Voice or personality of brand

The messaging should maintain a consistent tone of voice.

Ad Layout

Consistent ad layout becomes easily recognizable with consumer and enhances recall.

 Overview of Consistency in Branding

Consistency in branding can make or break the advertising strategy of a company. Regardless of the amount of time and money spent on an ad campaign, if the brand lacks consistency, a significant portion of their effort will be lost. Take care to innovate for your brand within the confines of their new or old image, or suffer the worst possible fate of a brand, being forgotten.