The Revery Blog

Think of your brand positioning as an iceberg

Posted by Jodi Gaylard on 27-Jul-2016 15:01:29

I love Nandos. Cheeky, funny advertising, reasonably priced high quality food with friendly staff who know their free range (happy before dying) chicken. Their irreverent brand positioning can be seen consistently from their salt shakers through to their TV advertising. Beautiful marketing.

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Topics: brand strategy

Brand strategy - B2B Technology customers need cuddles too.

Posted by Jodi Gaylard on 23-Jun-2016 18:03:28

Two years ago I read The Millionaire Next Door, the revised, revised, revised edition. Why didn't they revise the title? What's one million dollars going to buy...one house! Anyway if you haven't read it let me save you $9.45 on the Kindle version and tell you in six words how to be rich - Be quite tight with your money.

After years of reckless spending, I decided to throw my all into this book. The first thing to go was the car. I needed a bigger one, so instead of upgrading my Audi, I downgraded to a Honda. I felt very smug about the money I’d saved on the purchase price and future service bills, which of course would be put into better investments. (Think self satisfied laugh and cat stroking in manner of Ernst Stavro Blofeld in James Bond)

Two years on however I find myself gazing longingly at European cars. The gorgeous rear of the Audi Q7, the handsome and bold stature of the Range Rover, the badge of a Volvo XC90 sitting just so, below the wiper blade.
I tell myself stories of five hour family car trips that would be spent laughing and joking. Of an interior cabin filled with the sound of Rogers and Hammerstein musicals, where my children and I would sing in perfect harmony and my superior vocals would finally be recognised. Of the love and admiration I would receive from friends and strangers alike on my fine choice of stylish vehicle.

Non of this is logical of course. It is all emotional. In real life, my children would still drop their food crumbs all over the floor, I would still feel car sick when navigating the Great Ocean Road. I would still be forced to turn off the Sound of Music for Taylor Swift and there would still be impossibly rude shouting from the back seat of 'SHUT THAT UP!' when I was mid way through belting out 'High on the Hill was a Lonely Goatherd. Lay ee odl lay ee odl lay hee hoo'.

My life with a European car would be exactly the same and quite frankly, logically it is crazy town to spend close to $100k on a car but the reason people do and the reason I want to, is all to do with emotions.

But that's cars, I hear you scoff, everyone gets emotional about cars. When it comes to B2B technology people are making much more rational decisions. Well, it turns out, they are not.

Antonio Demasio, in his book Descartes Error studied people that had suffered damage to their emotional brain centres which rendered them unable to feel. With IQ and rational centres of the brain still perfectly intact, these people stopped having the ability to make any decisions - even small ones.

Contrary to what science believed for the majority of the 20th century, humans make emotional decisions about absolutely everything and then find every logical reason in the world why they should actually go with their heart.

In a field like B2B technology that has a lot of complexity, intricate product details, logical systems and processes it is very easy to forget that this technology is being bought by humans. Those pesky beings who make decisions on everything whether it be personal or business based on emotion.

Emotions in a business sense rely on things like the purchaser or client knowing that you are going to make them look good, that you are going help them with the issues that give them pain, that you can be trusted not to rip them off, trusted to deliver and trusted to work.

So just how do you do marketing that appeals emotionally?

1) Make your brand positioning single minded - people's brains are full. Full with work, with family, with friends, with multiple email accounts, with multiple devices, they are on multiple social media platforms, they read multiple news sites, they are tired, they can be hungry and sometimes they are even hungover. So if you are at all confusing or overly detailed in the message you are delivering there quite simply isn't enough room in people's heads for you.

2) Entertain, engage or educate - facts are hard going. Humans are hard wired to absorb things that are interesting to them. We gravitate to things that make us laugh or make us cry, that have insights directly related to the struggles or the joys we have experienced. We like it when brands engage with us or educate us on how to improve our business or personal performance. And when people like you, they buy from you.

3) Be visible - In Thinking, Fast and Slow, Daniel Kahneman tells us that people trust other people the more they see them. Not necessarily because the people we see are anymore trustworthy than strangers but purely because we have been exposed to them. Brands are no different, people will choose you over another brand because continual presence rightly or wrongly equates trust.

So slowly put down the product manual, step carefully away from the functionality charts and give your customers what they really want..something from the heart. Although on second thought, maybe not a cuddle...a cuddle might just be a little too much heart. It is business after all.

Jodi

Rubber band brand

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Topics: brand strategy

Multi-product vs Multi-brand strategy

Posted by Jennifer Chandler on 23-May-2016 09:23:00

For B2B techs, particularly Software as a Service (SaaS) companies, innovation is key. And, as we all know, with innovation can come a proliferation of new products under your brand umbrella.

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Topics: brand strategy

How trust converts brand advertising to sales

Posted by Jodi Gaylard on 29-Sep-2015 12:59:00

Trust: a firm belief in the reliability, truth or ability of someone or something 

- Oxford Dictionary

I am surrounded by software developer types, at home and within my business. All day I listen to ramblings about Linux, OS X, Ruby on Rails, Python, Java, Open Source this, MIT that. You would think when I have IT issues it would be like getting granted a few free wishes at a fairy godmothers' conference. Not so.

When we began having life threatening computer complications, people I call friend and even husband seemed to be working on what I believe were less important technology concerns (like their actual jobs).
 
So in the absence of interested technology support where did this candle in the wind turn to when the rain set in? I went somewhere I knew would be trustworthy, who would get the job done………who I’d never met or had any kind of referral from. I went to…… Geeks to U.

I didn’t compare prices, I didn’t ring around, I didn’t ask other businesses what they use. Why? Because Geeks to U had an adorable radio ad and non stop air play and my brain just took a shortcut. It took familiarity and likeability and made it equal trust. Exactly the same equation we use to evaluate people.

Humans are programmed to be constantly assessing either consciously or subconsciously friend from foe with the objective of increasing our chance of surviving in a dangerous world. While it probably was designed to stop us being sat on by a woolly mammoth, it is as alive in our brains today as it was in the Ice Age.
Trust plays one of the biggest roles in the way we make decisions not only about people but when buying goods and services. People will only part with money if they can be pretty sure that what they are buying will deliver to expectations; help them with their problems; improve their lives; won’t treat them badly and won’t rip them off.

 

So how do you create brand advertising that engenders trust? Here are my top 5 picks.

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Topics: brand strategy