Strategy & Brand

Only 7% of the US beer market is comprised of craft beer devotees.
Yet, this savvy market is hopping at an ambitious rate of 11% annually as the commercial beer market shrinks 2% year after year. We want to know more about craft beer imbibers to build a kick ass craft beer brand for 3 guys with high ideals and a lot of guts.

If you drink craft brew this survey is for you… tell us your story. Be honest and keep it real.

Why are condom and tampon brands so far behind the eco-friendly times?

A cultural shift has happened and it’s made us all increasingly aware of our social and environmental impact. The 2009 Global Edelman goodpurpose* study found that “83% (of consumers are) willing to change consumption habits if it can help make the world a better place to live.”

In 2009, 71% of consumers thought brands wasted too much money on marketing and advertising and reported that they’d like to see brands spending more money on good causes instead- a 10% increase from 2008.

Even the household cleaning aisle at our local grocers has reacted to our growing concern with eco-impact and social-consciousness, so we were shocked to realize how few environmental impact indicators appear in the feminine hygiene aisle.

When it comes to tampons, pads, condoms, personal lubricant, and panty liners it’s the (extremely) rare exception when the packaging indicates whether or not it’s recyclable, identifies whether it’s made from recycled materials, or actually helps consumers to make brand decisions based on eco impact.

Of all the different brands of tampons, pads, and liners carried by our friendly neighborhood Wegman’s- only 1 brand indicated that their boxes were made from recycled materials (credit here goes to O.B.). We understand why the feminine hygiene industry may be confused- pad wrappers and tampon applicators comprise the vast majority of the trash that finds its way into wastebaskets in ladies rooms the developed world over. That does not, however, mean that packaging shouldn’t be made from recycled materials. If toilet paper can be hygienically crafted from post-consumer materials, why can’t boxes and applicators?

It’s 2011, it isn’t a secret that women menstruate, and eco-conscious women will probably be willing to put tampon boxes out with their recycling, but condom boxes present an entirely different recycling challenge. Do you really want your neighbors to know how frequently, or infrequently, you’re running through your supply? Do you really want them to know whether you’re using Magnums or Snugger Fits? The new plastic packaging on LifeStyles Thyns does happen to indicate that the package is recyclable, but are mindful lovers going to put their vibrant eye-catching blue condom box out with the recycling? Or will it be discreetly nestled in the trash?

The new LifeStyles Thyns’ packaging may be recyclable, but it isn’t made from recycled materials- we checked. So, do plastic condom boxes have a greater or lesser environmental impact than cardboard boxes? The presence of recycling symbol isn’t actually an indicator of a products’ environmental impact. An eco-aware, customer-centric, socially responsible condom manufacturer would be using recycled materials, would be finding ways to overcome our recycling hesitations, and would be driving their industry through thought leadership.

The condom, lube, and feminine hygiene industries have failed to keep their finger on the pulse of our cultural evolution.

Once a condom manufacturer creates eco-friendly packaging and a corresponding advertising campaign that promotes their green values, the competition will likely follow suit. Price and function are the easiest differentiators to duplicate but Constant Innovation and Commitment to Values are highly unique differentiators that can’t be faked, contrived, or easily replicated. Thought leadership ensures that you won’t just be the first on the market- you’ll the first brand that comes to mind.

*goodpurpose. “Despite Prolonged Global Recession, an Increasing number of people are spending on brands that have social purpose: According to the 2009 Global Edelman goodpurpose™ Study.” New York, 2009; 21 (October). http://www.goodpurposecommunity.com/wp-content/uploads/2009/10/2009GOODPURPOSEGLOBALRELEASE.pdf

I called your firm for an estimate for a brochure. I spoke with your communication strategist, forwarded marketing and communication materials, liked you on Facebook, and looked forward to a proposal. BlackDog declined the opportunity. I thought that you didn’t have time to write a proposal. I offered to forgo the protocols, agree on a budget, and proceed. BlackDog just flat out refused the work. Who refuses work?

First things first…I am sorry that you were disappointed by our response and that your efforts were likely delayed by our decision.

2.) Asking BlackDog to create a brochure is like asking BMW to make a little red wagon.

3.) BlackDog does and will thoughtfully decline project opportunities. We take our work personal and your business serious.

The official story (and long of it) is that BlackDog Strategy & Brand integrates the efforts of spirited brands that want to know how they can do what they do differently, simpler, and smarter. We align bold brands that challenge the boundaries, explore the limits, and harness their unique organizational competencies disrupting business as usual and creating new possibilities. We operationalize bold brands that are undaunted by the popular world view; brands that refuse to pay lip service to lofty missions or shallow pursuits.

We don’t spin communications or create noise at BlackDog; we humanize relevant brands that keep it fresh and real; brands that connect their Big !dea to what truly matters. We don’t fabricate shallow myths and we’re not persuaded by the demand for contrived hype. We partner with authentic brands that have people centric priorities, a story to tell, and a genuine contribution to make.

We champion the efforts of those that view their work as a vocation and recognize their accountability to society.

The short of it is that the organization that you represented likely wanted to create awareness but A.) didn’t have anything to say or B.) wanted to say what everyone else already was or C.) wanted to concoct a perception not based on reality.

I can say for certain that we never just decline an opportunity without putting up a good fight and making a strong case for substance, relevance, and authenticity. Selling out, mimicry, and the good ‘ole “tired” and true method of doing things the way they’ve always been done just isn’t for us and mediocre should never be for you.

Is there a brand book for start-ups?

Probably. But it would likely be a mistake to read a brand book while you are working to bring a new endeavor to life.

The best book to read if you are launching a start-up is Guy Kawasaki’s The Art of the Start; The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything.

Kawasaki marries sound business acumen with heart and guts.

And when you are done; read it again.

Does every company have to have a brand position?

Every brand has a position; whether it is by design, managed or not.

A positioning statement is an “onliness statement” that captures the “something” that the brand or product owns informing all communication strategies and related content.

How a brand is positioned and presented provokes how it is perceived; impacting success. A relevant brand stands out and apart in congested market places.

We are taking an industrial product to new, broader markets. Should we be  concerned with losing the confidence of our existing and loyal markets?

It is critical that you first understand the markets that support the product lines now to wisely interpret the direction, synergy, and prospective untapped markets moving forward.

Diversifying into new areas of business demands thoughtful consistency to avoid unintended consequences. Coherence emerges when brand owners and developers understand the target audience’s needs and point of decision preferences. Consistency maximizes and provokes awareness; assuring current markets while encouraging new target audiences to “try” your product. Consistency is the quality that evolves the past forward, ensuring that the history and diversity of time and change come together seamlessly; communicating dependability to customers. Assuming that you know who wants it and why, consistency will be the certain challenge to manage through market expansions.

We can’t seem to get a handle on just who our customer is to create a customer profile. We aren’t sure how to determine who our customer is without revealing that we don’t have a clue. Does it matter if sales are consistent?

One of my favorite magazines, UTNE Reader published an excerpt of an article from imprint that I think addresses this question adequately.

Spray Tips

by Caleb Neelon, from imprint

Spray paint dates to about the 1920s, but the history of the spray paint can in its familiar form begins in the early 1960s. By the early 1970s, it was an art medium in the hands of New York kids, who quickly figured out that swapping out the factory nozzle for one from a can of oven cleaner gives a fatter, cleaner line. They also found that nozzles from cans of spray fixative give a narrow, clean line perfect for detailing. By the mid-1990s, enterprising graffiti writers had figured out how to bulk-order these spray tips and were reselling them to other graffiti writers.

Then there were the paints themselves. In the mid-1990s, European spray paint brands such as Belton and Montana really paid attention to graffiti writers, sponsoring projects and even giving star graffiti writers their own signature color of paint. Graffiti writers knew all the nuances of spray paint—coverage, overspray, color intensity, compatibility with other brands—and all of those other details that no weekend warrior out spray-painting his metal deck furniture is ever going to see.

The two main American spray paint companies, Rust-Oleum and Krylon, have always played blind to graffiti. While Belton and Montana each have several hundred colors, Rusto and Krylon have kept their color palettes to about a dozen or two at a time, forcing graffiti writers to shop at out-of-the-way discount stores to stock up on colors  available only for a season or two. Since you can’t mix spray paint colors without a lot of fuss, this is annoying. Krylon, a onetime favorite, has been so watered down that it’s simply useless. Along the way, they switched to a “fan” spray tip—the worst for any kind of artistic use—and even worse, made the fan tip more difficult to replace. Graffiti writers pay close attention to nozzle quality and its ability to accommodate a variety of nozzles. Krylon simply removed itself from the artistic-use market with this one move.

American graffiti writers are fiercely loyal to Rust-Oleum, however. Rusto is legendary as the thickest and most durable of all spray paints. It’s not for finesse: The thickness of the stuff precludes detail work, but there’s nothing that’ll last like it. Unfortunately, Rust-Oleum is busily making a switch to a “female” cap—one where the little post between nozzle and can is connected to the can, not the nozzle. It’s a small detail, but they wouldn’t have done it if they had listened to the people who know their products best.

European spray paints took a while to arrive in U.S. markets, but they’re here now and easy to find. American graffiti writers who would go through hundreds of cans of Rusto in a year are now using Belton, Montana, and a new arrival, Ironlak. These European spray paints can cost twice as much as their American counterparts, but artists are artists and they’ll pay the price to make their work.

Excerpted from imprint, the content-rich online outlet of Print, a bimonthly magazine about visual culture and design. http://imprint.printmag.com
Read more>>

The goal of branded communications is to say something real: to identify what differentiates and distinguishes your brand in a crowded marketplace, to communicate your relevance, and to address the issues that matter to your customers.

The most effective brand messages do more than just catch people’s attention, they help communicate your purpose and illuminate your operations.

The way a brand operates and is experienced has far more influence on the way customers perceive a brand than do marketing, messaging, and visual identities.  Talk is cheap, experience isn’t.

A cultural shift has happened and we’re all becoming increasingly aware of our social and environmental impact. A growing majority of us has begun to recognize that we’re buying more than just the tangible items we walk out of a store with. Our dollars, whether they’re spent on branded sneakers or a donation to a local not-for-profit, are actively contributing to that organization’s continued existence- for better or worse.

The Big Question is: Why should anyone care about your brand’s continued existence? The answer will likely begin with your mission, your vision, your purpose: your Big Idea. Your Big Idea is what helps re-order the hierarchy from who has the business to who deserves the business. Your Big Idea is grounded in your day-to-day operations and it’s part of your brand’s unique perspective.  Your Big Idea is how your brand will thoughtfully contribute to your industry and as a steward of society. It’s the opposite of a business as usual mindset.

This, right here, is where the overlap between operational branding and communications occurs. Branded communications answer the Big Question. Saying something real, something relevant and authentic, means conveying who you really are, what you really do, and why you really matter.

If you have something relevant and authentic to say about what you really do, you have an opportunity to move of out a restrictive category, to broaden the discussion, and to answer the Big Question.

Need a few concrete examples?

Check out Ally bank: their advertisements communicate their Big Idea and illuminate their operations…
Ally Fine Print Commercial>>

Ally New Friends Commercial>>

Check out U by Kotex: Kotex’s U line has created products with significantly improved function and design. Instead of just making a commercial about their product innovations, they created advertisements and packaging that convey the message that Kotex is doing things differently than everyone else. Kotex showed they know what women dislike about every other tampon brand. These commercials left us with the impression that Kotex knows far more than just what women dislike, they know what women actually want…
How Do I Feel About My Period?>>

“Why are Tampon Ads So Obnoxious?” >>

We have a brand experience process; but we have a very different brand experience. How do we sync what we want done with what is done to deliver the promised and hoped for brand experience?

Executing a brand is a strategy.

Brand strategies may be “believed” by contributors but they still require integrated systems to be operationalized and delivered.

Systems are created to clarify direction, resolve challenges and satisfy needs.

Healthy integrated systems are guided by principles:

1.)   Define, revise and pursue the purpose (outcomes):

You’ll need a sound understanding of the outcomes, the challenges, and the disparities as well as the related and unintended consequences to focus sensible solutions. Don’t trust assumptions.

Encourage everyone involved to adopt an open attitude and a resolve to improve and revise processes. Involve all insiders and outside eyes.

2.)   Take account of the people:

Integrated systems consider everyone that is impacted or affected by the need to be met and the process that resolves the need: specifically those that experience, use and maintain the systems.

Never hand down a system or changes without the input of the very people that work it into a reality.

3.) Be creative and open to new approaches to old ways of doing things:

Entertain and devise effective solutions to the real problems rather than force the problems into canned solutions.

4.) Think holistic; start with the end in mind:

Rely on a long view and critical thinking to resolve the disparity. Imagine what can go wrong at every phase in an effort to achieve a healthy work environment and an exceptional user experience.

5.)    Work the system:

A well-designed system does what it should and doesn’t do what it should not for everyone. Put changes into action.

6.) Engage the relationships and manage the project:

Proactively reconcile the inevitable conflicts that arise. Encourage users to provide insights and feedback relating every real or imagined concern. Encourage everyone involved to adopt an open attitude and a resolve to improve and revise processes.

Garland Pollard, a writer, web editor and SEO consultant writes “Is there too much branding?

He continues, “… must we all be so concerned with branding? Isn’t a good brand really the result of a moral, well-run company? Isn’t it better that hospitals focus on patients, and let the “branding” speak for itself? Do churches really need to “brand” themselves, or is it better that they focus on saving souls? Do we really need for banks to have visual identities, or do we want them to treat us properly when we make a deposit? Is the most recent mania for branding yet another management fad that we use to obscure coercion, duplicity and manipulation?”

Taking those in bite size pieces:

“Is there too much branding?”

A.) No, there is not “too much branding” anymore than there are too many interesting, purpose driven people making honorable contributions to the world.  There is far too much talk about branding and too many quick fix, faux solutions applied that actually distort the power of brand.

“Must we all be so concerned with branding?”

B.) Yes, in global and competitive markets we should all be concerned with branding; differentiating our organizational value in a memorable way is critical to vitality.

“Isn’t a good brand really the result of a moral, well-run company?”

C.) Yes, exactly! A good brand is the result of a moral, well-run company. But how does a working community define a moral company and align a well-run company without a shared identity and concerted purpose?

“Isn’t it better that hospitals focus on patients, and let the “branding” speak for itself?”

D.) Yes, hospitals should focus on patients. Healthy “brand philosophies” align the operating objectives of hospitals with the patient needs and expectations.

Appreciating that everyone, from patients to our nation as a whole, expects more than just advanced health-care today demands that hospitals offer more than quality recovery.

E.) Strong brands rarely, if ever just emerge from the operational routine to speak explicitly and align strategically.

“Do churches really need to “brand” themselves, or is it better that they focus on saving souls?”

F.) This not an either or proposition. Churches most certainly need to distinguish one from another in an effort to save souls. Churches passionate about their “call” want to speak beyond the pulpit to the people that are hoping for a message of hope and membership. Pentecostal? Down-to-earth? Fiscally transparent and accountable? Humanitarian outreach focused? Missions supportive? What a church represents is a story worth telling.

“Do we really need for banks to have visual identities, or do we want them to treat us properly when we make a deposit?”

G.) Yes, yes, and yes. A compelling brand ensures that your teller will treat you properly when making a deposit. The goal is to align what you do and how you do it around a simple, relevant and meaningful concept (brand promise) that can be delivered consistently provokes interest and woos customers.

I attempted to make a deposit with the wrong paperwork just recently. A logo on the slip would have been time saving for everyone waiting in line.

“Is the most recent mania for branding yet another management fad that we use to obscure coercion, duplicity and manipulation?”

H.) Identity matters. Buyers report that a cohesive brand for a relevant product/service eliminates the mental tug of war that they face when they make buying decisions.