Published by S&® the brandvertising agency 22 As brand owners develop ‘Earned’ and ‘Owned’ media strategies … >> 2 CUSTOMER Creative Ads still deliver MAGAZINES KEEP THE CONVERSATION FLOWING

>> 4 SUPERBRANDS by Andy Sellers MIPA MCAM, S&® the brandvertising agency RESULTS 2013 In these tough economic Today, much of earned media is internet-based, times more and more initially seeding entertainment content on community brand-owner marketers channels such as YouTube and Flickr, to be are turning to ‘earned’ or propagated through social networking platforms such ‘owned’ media exposure as Facebook, Twitter and MySpace. Trouble is, these to help build their brand(s), channels are now so heavily populated with content - ‘earned’ media being that it’s easy to get lost in the crowd. And even >> 6 publicity gained through Facebook admits that only 10% of fans see a brand’s non-promotional channels content organically, they need motivating to discover MAKING THE DIGITAL, such as PR-generated the place where they might engage in dialogue with REAL AND THE REAL, editorials, social network the brand. And that’s where paid media, advertising, DIGITAL activity, YouTube virals, comes into its own. and suchlike, ‘owned’ media being where the brand owner controls the message - company blog, website, Paid, Earned and Owned Media should be twitter account, Facebook page perhaps. Marketers integrated in a campaign are doing so because they believe it to be free >> 7 advertising, not ‘paid’ media. Well, free doesn’t always So, in building or supporting their brand marketers BRAND DESIGN. deliver reward. should orchestrate an integrated campaign of paid, earned and owned media activity - with paid media KEEP IT SIMPLE, Paid media makes the initial engagement with expanding the campaign’s reach, engaging with STUPID! potential customers and nudging prospects to earned and owned media platforms, and with earned and owned media in return Whilst both earned and owned media have a place helping shape the paid media’s creative messaging in the communications mix, they don’t replace the by providing feedback of their intimate understanding need for paid media, i.e., conventional advertising of the interests and motivations of the brand’s in its broadest sense of brand communications. followers. >> 8 Paid media, and creative communications within Having made the case for paid media remaining in the FREE S&® GUIDES it, are necessary to make the initial connection and mix, this brings us more specifically to conventional, engagement with potential customers, presenting the paid-for advertising’s role in the brandbuilding effort, brand offering to them before going on to support the and particularly how it might achieve standout in the dialogue created by earned and, to a lesser extent, cacophony of messaging out there. Advertising in its owned media initiatives. broadest sense encompasses print ads, posters, TV, Anti-advertising brand Google was quick off the radio, direct mail, etc., and the role of this media is to mark to include paid media as its product portfolio encourage prospect engagement with the brand. But developed beyond search. As was Sir Alan Sugar, well engagement can only be achieved if the message is known for his disparaging views on advertising, when noticed in the first place. Which is where a creative S&® Website he launched his YouView TV set-top boxes. angle is necessary. 2

>> Effective and persuasive advertising must Cut-Through first have cut-through * There is credible IPA-supported research available which shows that advertising which wins creative [CONT] For advertising to be effective and persuasive it awards is far more likely to have exceeded client first needs to have standout, cutting through the objectives, and is more effective and accountable marketplace clutter for it to have an emotional impact than advertising in general (11 times more efficient upon its audience - be it to amuse or to surprise, than non-awarded ones in achieving market share to shock or enlighten - and is most effective when growth - see The Gunn Report: http://www.thinkbox.tv/ it encourages customer empathy with the brand by upload/pdf/Creativity_and_Effectiveness_Report.pdf. sharing a moment of insight - the ‘aha’ moment. There’s no set formula for this, it there was all brands If you’d care to comment on this article you can would do the same and the approach would be email Andy at [email protected] ineffective - which is why uninspiring advertising doesn’t provide the ROI that creative ads achieve*. This emotional connection makes the message and the brand more likely to be remembered and recalled, ultimately creating brand fame, customer engagement and buzz, to be networked across earned media.

Customer Ma p the conve gazines kee rsa tion flowing >> CUSTOMER MAGAZINES ARE Although magazines have been around for a long 2. Editorial planning meeting AN INCREASINGLY time, in recent years they’ve been making a comeback Whatever the title, and however many pages, always POPULAR as a valuable participation communications tool. have an ‘editorial meeting’ at the outset of each The investment in printed customer magazines has edition. Include all parties and include a creative MARKETING TOOL even been embraced by mainly online businesses presence in the conversation. Even if there are SAYS such as high-end clothing retailer net-a-porter, whose already pretty clear ideas on the structure of the issue, SAM BOWLES magazine The Edit gives the company a mechanic participation empowers everyone to feel like they are with which to engage continuously with customers. helping to shape it. Follow this swiftly with a flat plan. DIRECTOR And it does work - a recent industry study showed that 3. Ad content ‘45 per cent of consumers take positive action as a BOWLESASSOCIATES Acceptance of advertising can be a sound policy, result of reading content marketing’. But how do you depending on the brand in question. If in the high go about creating a customer magazine from scratch fashion sector for example, to include appropriately and adding true value to the brand? ... aspirational ad content can add value and style to the 1. The masthead publication and you’re more likely to develop a true Firstly, work hard on the title and masthead. If Barry’s ‘magazine feel’. You can also use these ad pages as Screws sells screws, then Barry’s Screws Magazine separating devices between features. (with logo in the centre of it) isn’t likely to engage 4. Setting the pace a wide audience - always try to give the title some Pace in a magazine is really important, and is one depth, and develop a masthead that will stand up on of the main things that people planning their first the news shelf. 3

attempts fall short on. Magazines are designed to be flicked through, front-to-back and back-to-front, so create a content plan that has bite-sized shorts, high- impact areas through strong imagery, etc., and in- depth features. Then make sure you distribute evenly throughout the magazine so there’s always something to grab the reader the second/third/fourth time they

pick it up. And try not to put the brand offering in the

face of the reader at every turn – doing so is likely to lose credibility. When planning out the editorial “ “ content, remember that a magazine should have personality and variety.

Welcome to Brand News, our 22nd issue and, as 5. Editorial style(s) always, published by S&® to stimulate debate and When planning out the editorial content, remember interest in brand marketing matters - we hope you that a magazine should have personality and variety. find it an interesting read. So don’t take the the easy route of trying to write every word yourself… the end product will be better for the If you’re new to Brand News, let us introduce use of different writers. And you’ll be able to step back ourselves. We’re S&® - aka Sellers & Rogers the and be a more objective editor. brandvertising agency. We build brands through distinctive, creative advertising and marketing 6. Ferret ideas from all around you communications, giving a brand a voice that’s more There aren’t many ideas within magazines that haven’t distinctive, more engaging than that of its rivals - and been done before! That doesn’t mean you can’t provide maximum ROI for our clients. ‘borrow’ the format… try pulling snippets of ideas from music or lifestyle magazines and re-construct them in Brands build business. And our business is building stomer features for sport, for example. And if the MD featured brands. u M has a rock ‘n roll edge, then use it in your styling or That’s why we’re known as the brandvertising agency. C the con ag s photography. ep ver azine 7. Bespoke, EVERYTHING e sa Magazine content should be fresh, and thought- S&® Services Offered: k t provoking. One thing that really doesn’t cut the io • Market Planning & Research n flowing mustard is regurgitated editorial and stock imagery. A magazine HAS to feel current and on-the-ball - • Creative & Art Direction

whatever the perceived lifespan of each edition - and • Copy, Design & Artwork contemporary photography or illustration style help create the moment in time. “ • Web & Social Marketing • Print Buying A magazine can often be better when • Media Planning considered a standalone project. “ We also offer a free no-obligation review of your 8. Production values present marketing communications to anyone If planning a title that will go into print, look carefully considering placing a project with S&®. at the print supplier you intend to use. Magazines have a very specific feel to them and the guys you If we can help you with any of the above, just call work with on your annual report or sales pieces may or email: be ace, but can’t necessarily deliver to the desired Andy Sellers magazine spec. A magazine can often be better when considered a standalone project. m: 07836 256465 e: [email protected] Skype: andysellers Sam Bowles Director BowlesAssociates www.bowlesassociates.com 4

RESULTS 2013

The annual Consumer Superbrands survey Second-placed Apple and third-placed Microsoft aims to identify the UK’s strongest business-to- have both improved on their positions since last year. consumer brands from a wide variety of sectors Microsoft jumped back up the rankings from 45th and industries. The process is subjective and place, which was its worst performance since the takes into account the views of a relevant council consumer vote was introduced in 2006. The brand of experts together with those of consumers had previously topped the entire table in 2006/07, and potential consumers of those brands. The 2007/08 and 2009/10. research is commissioned by Superbrands Like Microsoft, fourth-placed British Airways has (UK) Ltd and for the past seven years, has been returned to form this year. Having historically featured independently managed by The Centre for Brand in our top 10, it ranked a disappointing 33rd last year. Analysis. Like Microsoft, however, last year proved to be a blip, The British public have spoken. They have voted on rather than the start of a downward trend, and the over 900 brands, cut down from just under 1,700 aviation giant has come back with a vengeance to by our independent council of marketing experts. place fourth. No doubt British Airways’ compelling ‘To >> The resulting table has the usual mix of winners and Fly. To Serve.’ campaign and its high profile support losers, together with those treading water. For the first of London 2012 helped it recapture the enthusiasm of BIG CHANGES IN time in six years, however, last year’s winner retained the British public. TOP TEN RANKINGS the top spot. The top 10, though, has seen more change than in recent years, with 60 per cent of the COCA-COLA REMAINS A FIRM FAVOURITE OF SAYS brands absent from last year’s equivalent. THE BRITISH PUBLIC STEPHEN CHELIOTIS, New to the top 10 for 2013 are two traditional This meant that drinks giant Coca-Cola was pushed CHAIRMAN, EXPERT brands, whose heritage and deep connection with down to fifth, having placed second in last year’s COUNCILS AND the British public has helped them bounce back into vote. The brand still captured 74 per cent of the the top group. They are joined by two tech giants British public’s vote, an impressive feat that enables CHIEF EXECUTIVE, THE that have returned to the top 10 from what was a the brand to keep a long lead over its rivals. CENTRE FOR BRAND poor performance last year. Finally, and arguably Google remains in the top 10 but falls to sixth from controversially, a new entry has jumped straight into ANALYSIS third. Moving in the opposite direction is hotel giant, the top 10, having been featured in the Superbrands Hilton, which rises to seventh from 15th. survey for the first time. The provocative new entry to the survey, having flown CONSUMERS BASE THEIR VOTING ON straight into the top 10 in its first year, is Heathrow A BRAND’S QUALITY, RELIABILITY AND Airport which was deemed a Superbrand by a DISTINCTION huge 71 per cent of consumers, or an even more impressive 80 per cent of Londoners. Cereal titan Continuing to head the table is Swiss luxury Kellogg’s is also in the top 10 for the first time. watchmaker Rolex. It clearly continues to embody the three factors consumers consider when voting; Closing the top 10 is German automotive colossus quality, reliability and distinction. This premium brand Mercedes-Benz. The auto maker slipped down continues to receive unmatched support, in a top from fourth last time out, while in 2011 it placed top, 10 generally dominated by more accessible brands. meaning it has experienced two years of marginal An incredible 85 per cent of the public voted the falls. watchmaker a Superbrand. 5

CRITICISM OF ITS DIAMOND JUBILEE Official top 20 COVERAGE MAY HAVE RELEGATED THE BBC Falling from last year’s top 10 to the top 20 are fellow 1 ROLEX German car marque BMW and media institution, 2 APPLE the BBC. The latter failed to feature in the top 10, indeed the top five, for the first time in seven years. 3 MICROSOFT 2012 was certainly a mixed year for the public service broadcaster. Although the consumer fieldwork 4 BRITISH AIRWAYS happened before the huge controversy surrounding 5 COCA-COLA Jimmy Savile, it did come after the criticism of its Diamond Jubilee coverage. However, over 68 per cent 6 GOOGLE of the public still voted the BBC a Superbrand, which 7 HILTON means that it continues to sit well ahead of second- placed media brand Sky, which ranked 34th. BMW 8 HEATHROW AIRPORT dropped from sixth to 11th. 9 KELLOGG’S Coming into the top 20 this year, principally from the top 30 in the last survey, are Heinz, Facebook, Lego, 10 MERCEDES-BENZ Disney, Nescafé and a resurgent BP. Maintaining exactly the same position as last year is 17th placed 11 BMW Marks & Spencer. 12 HEINZ Falling from last year’s top 10 and straight out of 13 BBC this year’s top 20 altogether are British icons Jaguar and Royal Doulton, along with America’s Duracell®. 14 FACEBOOK Jaguar fell to 27th from ninth, while Duracell® fell to 24th from seventh. 15 LEGO Stephen Cheliotis, 16 DISNEY Chairman, Expert Councils & Chief Executive, The Centre for Brand Analysis 17 MARKS & SPENCER 18 BP Full results of the 2013 Superbrands survey and free case 19 DULUX studies can be found at superbrands.uk.com 20 NESCAFÉ

A Brand is ...

“Broadly speaking, a brand is a set of hooks the mind “When you look at a strong brand, you see a promise.” uses to organise its experience of a commercial offering.” – Jim Mullen, founder, Mullen Advertising – Eugene Yiga, Synovate Laboratories “What the nervous system is to the body, the brand is to a “What’s a brand? A singular idea or concept that healthy organisation.” – Terry Tyrell, Brand Union you own inside the mind of the prospect.” – Al Ries, Ries & Ries “A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a “Consumers build an image [of a brand] as thousand small gestures.” - Michael Eisner, Disney birds build nests. From the scraps and straws they chance upon.” - Jeremy Bullmore, WPP How would YOU define a Brand? “A brand is more than a trademark. It is a Think you can do better? Send us your definition of a trustmark. A brand is a covenant between the Brand in your own words - the most original entry will company and the consumer. A trusted brand is a genuine asset.” – Larry Light, brand consultant win a free half day S&® Brand Healthcheck workshop. e: [email protected]

6 Making the digital, real and the real, digital

We are entering a fascinating new era where the demos. Ultimately the best interface is no interface world we live in is a blend of the real and the digital, – a concept championed by the wonderfully named, underpinned by the internet. Don’t roll your eyes, Golden Krishna of Samsung. Automatic solutions are bear with me … we have a problem with language a key element of this – a way for computers to serve and perception around ‘the internet’. I don’t just us in a manner so natural that they become part of mean the web, I don’t mean cyber space, that ‘other the fabric of life – like the sliding doors we take for place’ we visit when we sit down in front of our PCs, granted at the supermarket. I don’t even mean the increasingly portable version we carry ‘round with us in the smartphone. Behind all these resides the internet, that networks of networks connected together by common protocols. So This kind of seamlessness requires people and fundamental and near ubiquitous, we are beginning to things to be able to sense each other and, ideally, to notice it more by its absence than its presence. understand each other. Which neatly brings together two other themes: the mass deployment of sensors and the Internet of Things. These are profound >> developments too vast to capture here but to make them accessible think ‘toasters and tigers’. Internet REALITY ENDS enabled toasters sound silly but if you share a house WHERE TECHNOLOGY with someone who likes to nuke their toast then the In the words of the amazing Ping Fu, CEO of prospect of a toaster that can sense it’s me next to BEGINS Geomagic we are making the digital, real and the real, it and dial down the setting from 8 to 5 is a win. As SUGGESTS digital. This blending or augmentation is the constant for tigers, I went half way ‘round the world to hear a behind key emerging technology themes. We need NIGEL GWILLIAM delightful Indian American reference Leicester Tigers to consider them in this context and in the context of rugby team. They use jerseys embedded with sensors CONSULTANT HEAD OF each other or else they are in danger of sounding like to predict and prevent injuries. Which brings us back the latest collection of disparate geek buzzwords. DIGITAL to wearable computing and no interfaces which brings Wearable computing is something that sounds silly. us back to making the real, digital and the digital, real. INSTITUTE OF I struggle to escape the image of schoolkids in PRACTITIONERS IN the 80s wearing Casio watches with 50 pointlessly Nigel Gwilliam small buttons on them. But we are at a point not just Consultant Head of Digital ADVERTISING where Google is about to take wearable computing Institute of Practitioners in Advertising mainstream with Glass, and possibly Apple with the iWatch, but where the geeks are actually contemplating how stuff makes you look. When geeks care about aesthetics, you know they really are ready to rule the world.

If you’re going to wear your tech you need a way to interact with it. This year’s winner is undoubtedly Leap Motion – a cheap but mindblowing device that offers super accurate gesture-based human – computer interaction, to the extent that NASA reference it in their 7

Brand Design. Keep it simple, stupid!

I find the simple pleasures in life are usually the best; A SIMPLE BRAND MEANS SIMPLE tea and toast, cycling down a mountain, the sun on your face, or a BBQ on the beach. Branding is no BRAND GUIDELINES different. The best brands have a straightforward Simple brands are also easier to implement. A simple proposition, a clear message, a natural personality, brand identity will intrinsically result in simple brand admirable values and are visually clear and simple. guidelines. These will be short and sweet and all Yes, branding design should be simple. And relatively the better for it. Not only will they easier to follow affordable. It’s certainly not about paying consultants and implement, but they will be more affordable to to come up with a string of convoluted design options produce. I once worked on a client-driven set of brand that they then rationalise to death before delivering guidelines that when completed was 160 pages a truckload of presentation boards that’s directly long. As a designer I knew the brand would never be proportional to the size of their invoice. implemented correctly. It seemed a pointless exercise, and from then on I have only produced guidelines that IDEAS LAST, I would be happy to follow; which is usually less than STYLES AND TRENDS COME AND GO twenty pages. >> SIMPLE IS BEST Simplicity and clarity comes from getting the thinking CREATING A GREAT BRAND right. Original thought is required. Ideas last, styles WHEN IT COMES TO and trends come and go. Visually there’s nothing ISN'T ROCKET SCIENCE DESIGN more disappointing than seeing brand identities tweeked to bring them ‘up to date’. Using a bit of Creating a great brand isn’t easy, but it’s also not SAYS ‘transparency’ here, and a ‘grad’ there. I think it’s sad rocket science. More than anything, that original DAVID JAMES to see this homogenisation to create ‘trendy’ brands, thought will inspire a design that just simply works. but then I’m no follower of fashion! Come up with the It’ll have that indefinable quality that makes your heart S&® right idea, create the right environment, visually craft sing. The eureka moment that keeps brand designers DESIGN PARTNER the brand beautifully and it’s simplicity will clearly excited by their endeavours. A magic that creates communicate your message. It will inspire and delight loyal fans, who will become your brand advocates your audience. for life. Think of Apple, FirstDirect, Guinness, Virgin, Skype, Howies, Wagamama, Nike, Innocent, etc. Big SIMPLE BRANDS LAST LONGER or small, all of these brands have a clear message, a simple visual identity, an ease of use, and it goes Also, simple brands last longer. Remember the old without saying that all this is backed up by having days when you bought something and it just worked great products and services. forever! Like a Swiss Army knife or a Dualit toaster. Wouldn’t it be great if your brand identity would last So there you have it. Keep brands simple and for years and years. A brand that’ll be good enough ultimately they’ll be more effective for it. to continue to the next generation. A brand that can easily be adapted to whatever the market requires. David James Creating a brand that lasts is better for its owner, for S&® Design Partner the designer and for the industry in general. 8

Free S&® Guides to help steer you 22 issues of through marketing minefields Brand News available In recent times we’ve produced a number of S&® Guides to all things marketing-related which many brand marketers have found useful. for free download! We’ve listed them below and made them all available for free download at this link www.sel-rog.com/guides. Do help yourself to as many as you like. We hope you’ve enjoyed reading Brand News - over 22 issues of Brand News we’ve covered Building a Brand on Facebook a range of subjects, from Celebrity Brands to Any business operating in a B2C marketplace should consider using a the F-Word, the E-spot to Facial Recognition Facebook presence to encourage consumer engagement with their brand. Marketing, and much more in-between. If you missed any of them, all back issues are available Building a Brand for the Smaller Business for free download from www.sel-rog.com Building a brand needn’t mean spending big bucks - how you go about it is more important than how much you spend.

The Dos and Don’ts of Social Marketing An effective means of engaging with customers but it pays to tread carefully in this relatively new arena.

Email Marketing Metrics It’s so important that you’re able to measure the effectiveness of your Company’s emarketing programme.

Getting the Best out of your Agency Proactively managing the relationship with your ad agency will help you get the best out of them.

Developing a Communications Strategy Tips on how best to develop an effective brand communications strategy will prove useful to every marketer.

Outdoor Advertising Terms As an advertising medium Outdoor Media is quite unique, with its own audience measurement techniques and its own terms to describe them.

Evaluating Creative Proposals If you’re often asked to judge creative advertising proposals you’ll know it’s not an easy thing to do.

Print Production Terms Even if you don’t buy print yourself, if you’re a marketer it helps to know what the more common terms used by the print industry actually mean.

Creative Briefing Writing a good creative brief is a skill in itself - and it’s true that the better the input is, the better the output will be.

Digital File Formats It’s useful to understand the nature and purpose of the various digital file formats you’ll come across in your working day. Sellers & Rogers Ltd t: 0115 969 6480 e: [email protected] www.sel-rog.com Proofreader’s Mark-ups Nottingham: Century House, 15-17 Musters Road, Features the most common squiggle marks and their meanings to help you West Bridgford, Nottingham NG2 7PP mark-up a print proof correctly. London: 18 Soho Square, London W1D 3QL

Television Advertising Terms From OTS to TVRs - here you’ll find the TV ad terms you’re most likely to come across, and their definitions.

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