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Posted by on Feb 8, 2013 | 0 comments

How to Tell a Brand Story to Build Brand Trust

How to Tell a Brand Story to Build Brand Trust

American Airlines, Customer Service Ninjas, and the Power of a True Brand Story The new American Airlines rebranding has received a lot of attention lately, much of it disproving the old adage that there’s no such thing as bad press.  In addition to their new logo – which I, in apparently contrarian mode, happen to like – there is new advertising, which is, to be generous, less than breakthrough (for a pithier appraisal, see Robert Passikoff’s commentary in Forbes). The airlines press release proclaims “The ads, featuring both customers and employees, illustrate the important linkage between the knowledge American employees possess and how that knowledge aligns with the reasons people fly.” Good thought, but the run-of-the-mill, introductory ad at least is self-congratulatory and company focused rather than being convincingly customer-centric. Using Real Humans, But Missing their Real Humanity While American’s new made up story did nothing to get me to look at them in a new way, an encounter with their true story did.  Last night, while scrambling to...

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Posted by on Jul 30, 2012 | 0 comments

Simplicity without substance: a brand trust killer

Simplicity without substance: a brand trust killer

BRANDS NEED TO OFFER CONTENT BEYOND CLAIMS FOR BRAND POSITIONING TO RING TRUE The ad column in The New York Times last Friday was headlined “Paring Down Marketing Messages to a Few Simple Basics,” and offered this overview: “SIMPLY put, a lot of what Madison Avenue says these days is simply put.  “Simply,” “simple” and “simplicity” — along with like-minded thoughts that include “easy,” “honest” and “clear” — have become marketing buzzwords in response to three related trends: how busy life today seems, the growing complexity of technology and the increasingly complicated economic picture. That has encouraged advertisers to woo consumers with promises to provide solutions that are meant as simple but not simplistic.” What follows are several examples, essentially of fairly traditional lip service to simplicity, from brands that offer little in the way of simplifying substance or news. Ivory Soap (“Keep it pure, clean and simple.”).  California Milk Processor Board (“Real. Simple. Got Milk?”).  And the Simply Juices line from Coca-Cola, where the name supposedly says it...

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Posted by on Jun 11, 2012 | 0 comments

5 Steps to Make A Creative Brief Into a Trust-Builder

5 Steps to Make A Creative Brief Into a Trust-Builder

HOW TO WRITE AN EFFECTIVE CREATIVE STRATEGY – PLUS A SAMPLE CREATIVE BRIEF This is a blog about issues of brand trust, written by the head of a creative project agency – and yet it’s never addressed one critical, trust-building (or trust-destroying) tool:  The creative brief.  Allow me to correct that oversight now. Building brand trust starts with building team trust You may be a marketing mega-maven who’s just crafted the most compelling marketing strategy ever seen for creating a customer-centric,  consumer-delighting, trust- and loyalty-building brand experience – but if your creative team doesn’t have an actionable brief, they’re never going to be able to create the communications and content that bring it all to life. Even worse, they’re going to get frustrated, ticked off or both, inevitably retreating into the traditional we/they posture that so often besets creative and clients (or account people).  In short, if your creative team doesn’t trust you to give them the support and consideration they need, they won’t be able to give you the trust-building...

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Posted by on Mar 14, 2012 | 0 comments

The Power of Brand Storytelling

The Power of Brand Storytelling

Why is “the power of story” such a hot topic these days?  Largely because, in our over-marketed world, many feel that the straightforward sell, sell, sell, no matter how well targeted, is simply worn out, is increasingly ineffectual in convincing and converting ever-more sophisticated (or at least overexposed) consumers. STORIES GET PROSPECTS TO SELL THEMSELVES ON YOUR BRAND Instead of selling the prospects, brand storytelling – at least when it gets to the self-evident truth of why a product or service is useful or interesting – gets the prospect to engage, imagine, and ultimately sell themselves.  (Of course, our perspective at Creative on Call is that all successful branding and marketing depends on identifying and communicating the simple truth about a brand, whether you’re creating an elaborate story-telling campaign or writing your next corporate brochure.) A couple of very different forces in the popular story-telling culture  –  Peter Guber, the Hollywood power broker, and Ira Glass, the NPR maestro of telling real stories – share their perspectives on the...

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Posted by on Feb 24, 2012 | 0 comments

3 Ways Simplicity Pays in Branding

3 Ways Simplicity Pays in Branding

We like to think that one of the main reasons clients come to Creative on Call is because we pay off our core promise:  we help them identify and communicate the simple truth about their brands, one project at a time.   In fact, our newest client (an innovative energy firm out of Texas that I’ll tell you about in a future post, once their new campaign is launched) was very explicit that it was just that orientation that drew them to work with us. They even referenced previous remarks found here in copyklatsch about Seigel+Gale, whose Global Brand Simplicity Index goes a long way to support our perspective.  Let us share just a few key findings – and the video recap – from the latest version of that annual study (hey, if they’re going to buttress our business, shouldn’t we do the same for them?): 1)        “Brands with a clear sense of identity, focused on consistent experience and communications, came up the big winners.  Simple brands are simply easier to...

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