That’s the marketing truth examined by brand strategist at Brand Blueprint with over 30 years’ experience conceiving and implementing winning brand strategies, Joe Benson, in an article written for this year’s edition of Brands & Branding, for 17 years South Africa’s leading reference on all matters ‘brand’.

Exploring the related issues of brand sustainability and heritage, Benson notes that, if there is any one single characteristic and attribute of a brand that provides sustainable competitive advantage, it is heritage.

According to Benson, heritage is born in, and nurtured over, time.  Customers need time to buy and use the brand, time to make the brand a part of their lives, and time to endow the brand from one generation to the next. Heritage speaks of status, character, and social class.  It speaks of a traditional way of life that is of value to present and future generations. It speaks of inheritance, of shared experiences and of a common history.

Brands express and share their heritage in the form of narrative; a crisp, meaningful, relevant, and memorable story – a brand story. Disney’s brand story is about family and community.  Visit a Disney theme park and you will experience the safety, security and enjoyment of the quintessential American town.

Marlboro’s brand story embraces nostalgia to exploit the myth of the stoic, solitary American cowboy, a place of wide-open spaces, a time of simple choices, of good and evil and of heroism. Chanel’s brand story is that of the sensual, strong and independent woman who is seeking romance, spiritual love and the experience of ecstasy. Nike’s brand story is one of maximum performance, of challenging oneself to strive for one’s very best, and calling that achievement ‘perfection’.

Locally, one of South Africa’s oldest brands – and one relying on heritage to mould its persona to this day – is Groot Constantia. In an article in a book on the history of brands in this country being released at the same time as Brands & Branding, the value of this wine farm’s heritage is discussed.

“Our worth,’ says the estate’s General Manager Jean Naude, ‘is our tradition. The quality of every wine must be guaranteed. That’s the essence on which a brand like this stands. We would not survive otherwise. It’s as simple as that. And if we produced a mediocre bottle it would amount to an abuse, a waste, of the 325 years of history that have gone into producing this brand. That would be a crime, it should never happen.”

He notes of the enterprise today: “We can enhance the uniqueness and scarcity, but not the quantity. It’s something special. Here and there, we might make changes in cultivars, but we are followers, not leaders, we are bound to the past.

“We don’t make a huge fuss. That’s our approach. Groot Constantia shouldn’t be too flash or gimmicky since it’s the content that should stand on its own. That’s the substance of what we do. The wine has held its own for more than 300 years, and should continue to do so.”

As Benson maintains: “We all know, buy and experience brands that have a great heritage.  For some of us, it is Mercedes, Philips or Disney.  For others, it is McDonalds, Heineken or Gucci. What makes these brands great, what they all have in common, is that they have had the time to build a meaningful and relevant past – a heritage,” he writes.

To make sure you get to read the full article in Brands & Branding 2010 or in its sister publication, From Groot Constantia to Google: 1685 to 2010, go to www.brandswandbranding.co.za to order a copy of the new edition, or email lyn@brandsandbranding.co.za for further information.

Brands & Branding 2010 contains articles, research, case studies and brand profiles with over 1 000 pictures, graphs and illustrations reflecting the very latest thinking and achievements in branding in South Africa. Publisher Ken Preston maintains no other book delivers such comprehensive branding content, while providing a platform for brand experts to assert their views and share knowledge on branding trends.

“The topics addressed in the 2010 edition are too numerous to list here but there is a significant focus on sustainability as an economic issue, opportunity and imperative, offering responsible brands a clear competitive advantage for brand reinvigoration and reinvention,” he said.

This year also sees the staging of the second Brands & Branding for Good conference at the Hilton Sandton on the 13^th and 14^th October.  Again, contact lynn@brandsandbranding.co.za for further information or to book.

Joining an impressive line-up of international and local thought leaders on the podium will be:

• Mike Schalit, Chief Creative Director, Net#work BBDO South Africa, and Co-founder of the MAL Foundation
• Mike Freedman, Founder of Freedthinkers
• Paul Bannister, Managing Director, Ignite, and who also was the acting CEO of the International Marketing Council of SA during the crucial build-up to the hosting of the FIFA 2010 Soccer World Cup
• Deon Robbertze, Executive Creative Director of Zoom and Creative Director Ogilvy Earth at Zoom Advertising, South Africa

Conference convenor, Ken Preston, elaborated “The local advertising industry is held in high regard throughout the world for its creativity and strategic thinking, but in fact the four admen who have agreed to speak are also recognised, both locally and abroad, as committed thinkers and leaders in sustainability.

“They lead by example, not only in their daily industry jobs but also when demonstrating their value systems and philosophies in action.  Paul is currently in Haiti assisting with communication strategies following the devastating earthquakes, and Deon recently returned from the Arctic where he witnessed firsthand the impact of climate change.

“Delegates are certain to learn a great deal from all four speakers, each of whom have practical case studies to share. For example, Robbertze has worked on projects for UNEP in Cape Town and, at COP15 in Copenhagen, helped launched South Africa’s first sustainable wine in PET bottles for Backsberg wines.

“He and his team at Zoom also created a carbon offset initiative for tourists to South Africa (www.mytreeinafrica.org) and Deon helped publish The Conscious Brand, a book about sustainability and the way brands interact with society,” said Preston.

Robbertze believes that sustainability is the only way forward and that the power of sustainable ideas will change the way we think, consume and live. “A sustainable planet for 6-billion people is not sustainable for 9-billion people. We have to start thinking long-term. Manufacturing, marketing and advertising previously only thought about sales, growth and market share. There has to be a dramatic mind shift towards sustainability and the huge opportunities there in,” he said.

Mike Freedman has titled his presentation ‘Soulbrands of the 21st Century’. From why toads cross the road to how a pig graced the annual report of an ice-cream company, Mike will take you on an unusual journey that highlights the biggest challenges and opportunities facing brands in this time of profound change.

“The 21st Century has ushered in twin spectres of financial and environmental meltdown – brand-owners who think it’s business as usual with 1% of profits going to corporate social investment will face increasingly painful reality checks.  Business models, even businesses themselves, need to change,” he said.

Preston concluded: “It is a time of upheaval, with brands and industries that are slow to adapt inviting lingering deaths.  Branding for Good 2 addresses relevant and critically important matters with regards to sustainable practices and branding and offers an unrivalled opportunity for local business to plug into a world of global insights, local and international case-studies, panel discussions and presentations over either one or two days.

“If you are involved in branding, communications, public relations, marketing, advertising, CSR, sustainability, external affairs, business development, consumer insights and image management, you can’t afford to miss this.”

Registration is now open and bookings received before the end of August qualify for the Early Bird Special. Enquires and bookings via lynn@brandsandbranding.co.za or www.brandconference.co.za.

Links:

www.brandsandbrandingconference.co.za
www.mytreeinafrica.org

Both Dell and IBM – ranked 2^nd and 5^th respectively on Newsweek’s 2009 Green Rankings list of the top 500 sustainable companies – will be represented at the conference, which takes place at the Hilton in Sandton on October 13 and 14.

Newsweek’s list, which appeared for the first time in September last year, was developed in a bid to recognise companies striving to become sustainable businesses. For more than a year, the magazine worked with leading environmental researchers KLD Research & Analytics, Trucost, and CorporateRegister.com to rank the 500 largest US companies based on their actual environmental performance, policies, and reputation.

Dell made it into the Top 5 courtesy of some impressive statistics: It ranks 4th among the top US corporate users of renewable energy, its headquarters uses 100% renewable energy; all its desktop and laptop computers will consume up to 25% less energy by the end of 2010; it became carbon neutral in 2008 by using offsets and other methods; it plans to maintain its carbon neutrality for the next five years; and it leads the industry with its product take-back and recycling programs.

IBM, in 5^th spot, has had formal environmental policies since 1971; all new employees undergo environmental awareness training; Ultra carbon-conscious, it’s the only company to have received EPA’s Climate Protection Award twice; it participated in pilot program to reduce Stockholm’s traffic congestion, which led to 40% decrease in inner-city greenhouse gases; and it spends $1 billion a year to double the capacity of data centres without increasing their power consumption.

Addressing delegates on behalf of Dell will be UK-based Jean Cox-Kearns, who leads the Dell Take Back organisation for the EMEA (Europe, Middle East and Africa) region. This initiative gives Dell customers the opportunity to recycle your unwanted Dell-branded products. Stepping up to the plate for IBM is Marketing & Communications Executive Sub-Sahara Africa, Nicholas Maweni,

They join a line-up of respected international and local speakers who will address relevant and critically important matters with regards to sustainable practices and branding with purpose, including:

• Leslie Pascaud – Director Responsible Marketing Practice, Added Value Group, Paris
• Mindy Goldstein – Partner & Programme Director Ogilvy & Mather, and member of the founding team of OgilvyEarth, New York
• Seth Farbman – Senior Partner and President, OgilvyEarth, New York
• Melissa Attree – Social Media Marketing and Communications Professional and Founder, GetOn eMarketing
• Nicola Robins – Sustainability Strategist, Incite Sustainability
• Jo-Ann de Wet – Operations Director, McDonald’s, South Africa
• Mzamo Masito – Marketing Director, Nike, South Africa
• Paul Bannister – Managing Director, Ignite. Served as the acting CEO of the International Marketing Council of SA during the crucial build-up to the hosting of the FIFA 2010 Soccer World Cup.
• Mike Schalit – Chief Creative Director, Net#work BBDO South Africa, and Co-founder of the MAL Foundation
• Deon Robbertze – Executive Creative Director of Zoom and Creative Director Ogilvy Earth at Zoom Advertising, South Africa
• Mike Freedman – Founder, Freedthinkers

Last year’s conference was heralded as ‘definitive’, ‘brilliant’ and ‘inspiring’ by delegates and this year looks set to keep pace. Leading brands of the future will be sustainable brands as companies of all kinds are focused on the triple bottom-line of people, planet and profit.

“Echoed in both the Newsweek research and other business surveys, there is widespread agreement that sustainability will cease to be a separate concern from business profitability as it is becoming apparent that exponential growth is not possible in a world of finite resources,” said conference convenor, Affinity Publishing’s Ken Preston.

“Brands & Branding for Good 2 addresses relevant and critically important matters with regards to sustainable practices and branding and offers an unrivalled opportunity for local business to plug into a world of global insights, local case-studies, panel discussions and presentations over either one or two days. If you are involved in branding, communications, public relations, marketing, advertising, CSR, sustainability, external affairs, business development, consumer insights and image management, you can’t afford to miss Brands & Branding for Good 2.”

Registration is now open and bookings received before the end of August qualify for the Early Bird Special. Enquires and bookings via lynn@brandsandbranding.co.za.

Links:

www.brandsandbrandingconference.co.za

www.greenrankings.newsweek.com/top500

Below are Andrew Clark’s 8 D’s for successful marketing:

So what IS the difference between a successful and a pitiful marketing campaign? STRATEGY.
All Marketing Strategy Is Not The Same

If you walk through any marketing department or advertising agency, without a doubt, you’ll see computers, printers, scanners, cameras and all of the nifty tools that go along with the production of marketing. But without a strategic process, those tools are worthless, as are the people using them.

Some marketing departments and agencies swear by their specific system, their standard to which all campaigns must abide. Others are a fly-by-the-seat-of-your-pants kind of shop that take a “more organic” approach. But all successful marketers and agencies alike understand strategy is imperative to their success. Strategies vary, and one agency doesn’t have the corner on the market (no pun intended), but marketing without a strategy is just plain ignorant.

So for your ease and my pleasure, I’ve put together The 8 D’s Of Successful Marketing:

1. Dream
   Contrary to some companies, marketing still requires a little creative forethought. At the onset of a campaign you and the client need to dream, and dream big. Set goals for the campaign and create the passion you hope to have the consumer “buy into.”
2. Demographics
   So many campaigns fail to take full advantage of this step. If you don’t know your target audience, then how do you know where to shoot? Do some research on your product or service to find out how it fits, where it fits and, yes, if it fits within the marketplace.
3. Develop
   Start bringing those dreams along to a logical and executable campaign that can be performed by the marketing team. Narrowing focus and slicing the fat from the creative until all you have left is a laser-focused campaign targeted to the demographics you found in the previous step.
4. Design
   This stage encompasses more than the “look” of the campaign. Design the vehicles and all parts that go into it. From the mailing lists to the website to the logo and packaging, design applies the dream to the product or service.
5. Disseminate
   Get the dream out there. You’ve picked the right idea. You’ve targeted the right audience. Now deliver the dream to them.
6. Discover
   Measure results and response. If that’s analytics or responses to a direct mail or sales; you need to track and discover the strength and weaknesses of the campaign.
7. Doctor
   Based on the discovery stage, make the changes that are necessary to focus the campaign even more. A great idea is to split the campaign into A and B versions for further refinement and testing.
8. Do-it-again
   And again… and again!

Put that in the squishy pink blob between your ears. You’ll thank me later.

Everyone approaches marketing differently. My approach is different than another marketer’s approach. If 20 years has taught me anything its the truth about successful marketing campaigns.
Simply put, ALL SUCCESSFUL MARKETING CAMPAIGNS START WITH STRATEGY!

Where does your marketing start? Is my  8 D’s of Successful Marketing similar to your strategy or strategies? What would you change / add / subtract from the eight?

Help me (and others) continue to learn and help create successful marketing.

Keep Cooking! (TRUE strategic marketing decisions)
Andrew B. Clark
The Brand Chef

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This article was sourced from the Brand Chef

Before we get too far along, I’d like to provide some definitions to help us understand what we’re talking about.

Small Business – According to the US Small Business Administration, a small business is defined as “one that is independently owned and operated and which is not dominant in its field of operation.” Additionally, the SBA offers ranges for the size of small businesses, which varies across industries, but usually employs less than 100-150 employees. For the sake of argument, when I mention small business, I am referring to organizations that are local in nature, employing less than 150 individuals, and could include such organizations as churches, ministries, non-profits, and professional organizations.

Brand – Quite simply, a brand is the emotional attachment and mental picture an individual has in relation to a specific product, service, or organization. Marty Neumeier has said that a brand is a “person’s gut feeling about a product, service, or company”. A brand is not a physical entity, but rather a collection of visual images, experiences, emotions, and senses that make up a collective opinion.

Branding – Branding is the practice by which companies and organizations build their brand image. It’s any effort or initiative that organizations undertake to push a particular collection of images and experiences to help define the overall brand image for an individual. Branding applications are as numerous as the ideas behind them, but primary applications include identity design, website design & development, print campaigns, environmental experience design, product design, and media.

Modern Practices

Without delving into a comprehensive history of advertising and branding, I’d like to cover the most recent shifts in branding practices. At the turn of the century, products (brands) were defined more by its features, what it “has”. By the 1920s, more and more products were hitting the market with the same features, and brands developed into more of what the product “does”.

By the 1950s brand strategists were positing their products around the experience, what you’ll “feel” by using this particular product. By the turn of the millennium, another phenomenon was taking place among consumers – in an information, product, and consumption-soaked world it wasn’t enough to simply “feel or offer something different”. Consumers began to change their habits and loyalties to brands that they identified with. Thus the latest stage of branding involves more of the brand’s identity – what it “is”.

What does this mean in real terms? Well, if you’re a company, it’s not enough to create a new product. It’s not even enough to create a new product that “does” different things. And it’s not even enough to create a new product that evokes certain emotions. No, the product will only be successful if you can get your target market to build an identity around the product that they trust, and that matters to their daily life. For many, a BMW is more than just a car (what it has) that offers certain features (what it does) that looks rich and sophisticated (feelings). For many, a BMW is part of their identity, it’s part of their lives because a BMW is more than just a car, it’s a statement about the owner, and a reflection of their lifestyle.

So Where do Small Businesses Come In?

When we think about brands, branding, and brand-building, more often than not we think on a large scale. Global brands come to mind, or Fortune 100 companies. Rarely, when we think about branding, do we think about small business. And if you’re a small business owner, believe it or not, the thought process is similar.

Small businesses have a myriad of challenges to face – I know, I own one – and frequently have to face these challenges without the safety net that many large corporations have. As a result, I see too often businesses and and business owners drop their branding efforts before anything else because this seems the easiest to cast off and pick back up again. This could be farther from the truth, and is detrimental to success and growth.

Misconceptions of Small Businesses

Here are some of the more prominent misconceptions of small business in relation to branding and brand-building:

1. I don’t need a brand, I’ve been in business for “X” amount of years.
2. I don’t have a “marketing” budget, so I can’t do any branding.
3. I have a logo, isn’t that all I need?
4. Times are tight so we’re cutting back on our branding initiatives.
5. I have a unique product that’s different from anything else on the market. That’s all I need.

Might I suggest a few answers to these misconceptions:

1. And while your experience and longevity in the local market are powerful tools, you can’t rely just on that. Plus, it may be a time for a re-brand initiative, especially if your brand is outdated and a bit dry.
2. Branding and marketing are different, don’t lump the two together. Marketing involves driving attention to your brand. Branding involves expanding your identity, differentiation, and relevance. Marketing can be seen as an expense, branding should be seen as an investment.
3. According to Paul Rand, a logo is the ambassador of the brand, but it’s not the brand itself. Just because you have a logo does not mean you’ve built a brand. The tip of the iceberg still needs a lot of iceberg underneath.
4. When times are tight, branding initiatives and brand positioning strategy should be the highest priority. Position yourself to explode once the market rebounds.
5. While a different, unique product is one step in the process, it must also be relevant to your customers. Clear Pepsi was different, but nobody cared about it, therefore it was taken off of the market. Your brand needs to be different, and relevant to be successful.

Branding is Essential

The last thing your customers need is more information, or more products. The world is cluttered enough as it is – it’s estimated that the average individual is bombarded with over 6,000 advertisements and marketing initiatives every day. It’s no wonder that most of it goes in one eye or ear and out the other.

But just because there’s “too much out there” doesn’t negate the importance of developing a solid brand. In fact, that should be proof enough that a different, relevant brand identity is vital to your success in the marketplace.

And just because you’re a small business doesn’t mean branding isn’t important. I would venture to say that because you’re a small business, branding becomes even more important. How are you going to set yourself apart from hundreds of other competitors? How are you going to provide a product or service that is different? And how are you going to convince your customers that this product is relevant to their daily life and needs?

That’s branding. If you’re not concerned with that, than you’re not concerned with growing your business. I believe that the single most important factor in growing your business is how you create, grow, and manage your brand presence.

Get A Brand-Aid

So if you’re a small business or organization and it’s been a while since you’ve looked at your brand strategy, or if you realize you’ve never given any thought to developing your brand, now is the time. Before you make one more sales call, print one more flyer, or invest in new office equipment, why not spend some time focusing on the most important aspect of your business?

You don’t have to do everything at once. Effective brand development takes time, and once a brand identity is created, it must be faithfully managed so it can successfully evolve. You need to craft a long-term brand strategy, where you set your prioritites, figure out what needs to happen and when, and work to harness the various brand touchpoints that will help grow your business.

Every small business owner wants one thing – to grow their business. I would submit to you that by participating in an effective process that discovers, defines, and deploys proven strategies to grow your brand, will, in turn, make your business more successful. Branding for small business is vitally important. I invite you to wait no more, and start implementing a focused brand development initiative in your organization today.

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This post was sourced from http://brandingmatters.net

About the Author: Jason VanLue is a graphic designer and brand consultant who lives in Orlando, FL. He is the Founder and Principal of FiveSeven Studios, a small interactive design and brand consultancy that helps small businesses and organizations grow their brands. Learn more about FiveSeven Studios.

This weeks featured brands are:

• PPC Cement
• Bain’s
• Tracker
• Old Mutual

The Brands & Branding Encyclopedia’s profile section focuses on the stories behind the ongoing development and success of nearly 100 leading brands, providing real-life insights into the tough school of brands and branding.

Visit brandsandbranding.co.za and view latest book online

Buy a brand book online.

This weeks featured brands are:

• Neotel
• LG
• Grand-Pa
• Coca-Cola

The Brands & Branding Encyclopedia’s profile section focuses on the stories behind the ongoing development and success of nearly 100 leading brands, providing real-life insights into the tough school of brands and branding.

Visit brandsandbranding.co.za and view latest book online

Buy a brand book online.

“

“Consumers are raising the bar and expecting more from the brands they choose.  Tomorrow’s winning brands will strike a better balance between people, planet and profit.  They’ll provide smarter, healthier solutions as they delight in design and compete in performance.  They’ll communicate their benefits authentically – no greenwashing.  And they’ll win in the market through the loyalty they earn from their customers.

“The leading brands of the future will be sustainable brands.  Building them takes a new kind of thinking, a new group of collaborators, and a new set of tools.” – Sustainablebrands’10

South Africa’s second Brands & Branding for Good conference

A line-up of respected international and local speakers will address Brands and Branding for Good 2, at the Hilton Sandton on the 13th and 14th of October, offering an unrivalled opportunity for South African business to plug in to a world of global insights, local case-studies, panel discussions and presentations over either one or two days.

Increasingly the market holds every organization accountable for getting to grips with the economic, environmental and societal context of sustainability while promoting ways for their customers and suppliers to do the same.

Learn how to communicate your company’s sustainable innovation in a way that is impactful, transparent and powerful, leading to stronger sales, happier employees and more engaged stakeholders.

Brands & Branding for Good 2 will look at the latest research, trends and leading-edge strategies for building business and brand value.

Key Takeout

In this new age, sustainability is an economic issue, opportunity and imperative.  It drives shared prosperity and offers responsible brands a clear competitive advantage for brand reinvigoration and reinvention.

Sustainability is a key strategic initiative and business must learn how to take control of increased risk and seize new opportunities for profitability.

VISIT: http://www.brandsandbrandingconference.co.za/

Although the curtain has been drawn for the FIFA World Cup on the field, what about the brands that spent millions securing the official partnership off it?

If there was a World Cup of brands, which ones returned home early in disgrace along with the French, and which ones ended up with a Furia Roja tattoo (The Red Fury- nickname of the Spanish soccer team) emblazoned on their chests?

During my 10-day visit to South Africa, I took in seven matches in six different stadiums (including THAT English shot that crossed the line) and was able to keep half an eye on the official partners. In particular, I noted how all tried to engage the attention of the millions — those who attended matches as well as those watching in the official fan parks, main squares and shopping malls.

First round loser: Budweiser
While no other brand was more in demand in the stadiums, Bud’s overall presence was virtually nonexistent. The brand invested heavily in advertising in major Western markets but appears to have ignored the host country. Did no one tell them that the largest groups of foreign visitors to the World Cup were Brits and Americans?

Quarter-finalist: Hyundai
Hyundai’s efforts were at least more interactive. To build on an extensive ad campaign, spectators attending games were invited to leave their World Cup legacy by signing Hyundai’s giant inflatable footballs, which matched the colours of participating teams.

The clever branding of hundreds of Hyundai coaches that transported teams and dignitaries around the country was also a smart way to generate awareness.

Runner-up: Sony

Sony’s messaging was concentrated on promoting its 3-D television, a market that it clearly wants to own. By setting up a 200-seat pavilion in Johannesburg’s Nelson Mandela Square and smaller versions outside stadiums around the country, Sony was able to demonstrate the 3-D experience to thousands of consumers.

While the product demonstration (showing footage of a game from the previous day) was impressive, the delivery was a bit too slick and mechanical. Messages were shoved down our throats with “make.believe” and “Sony brings you 3-D” repeated ad nauseam by the local presenters. The brand needs to loosen up its attitude in order to create a more authentic two-way dialogue with its fans.

Winner: Visa

Visa’s strategy in the World Cup was simple.

1. Be everywhere
2. Drive usage of Visa cards

As well as having an enormous branded presence at all South African airports, every shop (seriously, every shop) in South Africa had Visa’s “Go Fans” signage plastered on windows, shelves and even hanging down off ceilings.

A friendly shop assistant informed us that Visa achieved its ubiquitous presence by employing an army of foot soldiers to visit every retailer and offer giveaways, bonuses and end user promotions. Every two days a rep would return to ensure that all the signage was still in its proper place.

Everywhere we went we were encouraged either implicitly or explicitly to pay with our Visa cards. Which by the time we got back on the plane left us thinking: Master who?

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SOURCE: www.interbrand.com