Branding for All Seasons
People think – and speak – in terms of seasons as a measurement of time. Are you planning a vacation this summer? I hear we’re in for a rough winter. I hope we have an early spring. The fall colors have been especially vibrant. We wear winter white, save the pastels for spring and pull out the red in September. Every sport has a season, although some, like pro hockey and basketball, have really blurred the lines. Even our appetites have been divided into four parts. Thanks to the garden-to-table movement, our food has gone from very well-seasoned to well, very seasonal.
Brands can’t afford to be seasonal. Oh, sure, Chevy Truck Month may come in March, and April, and May for the dealers who keep extending it. But Chevy sells trucks all year. That’s why the company’s advertisements feature trucks performing in all kinds of weather, and conditions – and seasons.
Independent Brands Celebrate 365
Independence Day. The true designation of the July 4 holiday. Also, it’s the title of a truly entertaining sci-fi move starring, no, not Will Smith; some bad-ass aliens. Those flat-headed, big eyed unforgiving monsters were the real stars – because that’s precisely where they came from.
July 4 is meant to be a celebration of independence. Freedom. The Bill of Rights. Democracy. From the Greek, rule of the people. The common people. Rich and poor. Us. It is our freedom to celebrate. To go where we want. Vote how we want. To shop where we want. Buy what we want. Think what we want. And, in an increasingly anti-social social media, say what we want.
All based on “want.” Some brands play on that. They tell us what they think we want to hear. Then they sell us what they think we want to buy. They try to outsmart us. Plenty of times, they fail. As witnessed by Circuit City. The Sharper Image. LL Cool J for Sears. Google Glass.
What’s the Shelf Life of Your Brand?
There’s a shelf life for batteries, spices, even boxed dry spaghetti. What about brands?
How often should you rebrand? Every 10 years? Never? There is no right or wrong answer. It depends upon the brand.
A product brand should ask that question every year. Consumer preferences evolve. Product formulas, recipes and ingredients change. Gluten, trans fat and fructose are words that are shrugged off one day but become primary concerns the next. From “high efficiency” laundry detergent to no-smear gel pens, products are reflections of the lifestyles they seek to improve. Their brands need to reflect genuine empathy for their customers. That creates advocates, and advocates create new customers as fast as they can thumb type.
DAAKE Nationally Recognized for Excellence in Healthcare Marketing
Omaha’s award-winning comprehensive branding and design firm DAAKE received numerous awards from the Aster Awards and Healthcare Advertising Awards for work created for Omaha’s Children’s Hospital & Medical Center.
DAAKE received a total of seven Aster Awards, including a Judge’s Choice Award on behalf of Children’s Hospital & Medical Center for its U.S. News Campaign. DAAKE is one of just eight firms, out of nearly 3,000, to receive a Judge’s Choice Award. Gold awards were given in the following categories: Advertising Specialty, Billboard Design Series, Magazine Advertising Series and Special. DAAKE received a Silver Aster award for: Spira Publication/External and a Bronze award for: Children’s Career Portal Website. The Aster Awards is an elite competition dedicated to recognizing the nation’s most talented healthcare marketing professionals for outstanding excellence in advertising.
Rebranding is Just the Beginning
When our first child was born, we experienced so much preparation. From Lamaze classes, decorating and furnishing a nursery, considering names for either gender (we didn’t find out in advance), to baby showers and deciding on cloth or disposable. All leading up to the incredible day our daughter was born. Such excitement at the hospital. Family and friends, gifts and flowers and balloons and toys. A huge celebration. Then the fitting of a car seat and the ride home from the hospital.
Once we got inside the house, Colleen and I looked at each other with the same blank expression. Now what?