Branding...more than just stamping on a cow

Branding.

Definitely one of the most misunderstood words in the English language.

Ask almost anyone about the definition of Branding, and most will refer in some way to a logo; a typeface (font); an advertising campaign; or a packaging design.

Key in 'Definition of Branding' into Google and what you get is a slew of definitions that (believe it or not) differ one from the other as if it were night and day.

One definition I pulled out from the web is this:

"The process by which both a brand and brand identity are developed"

Another states:

"...the process of building a favorable image for a product or company that differentiates it, in the minds of prospects and end users, from other competitors"

Another guru proposes:

"...is the assignment of value to products through naming, packaging, marketing, and advertising"

My favourite is this:

"The use of a hot metal object to scar the body. Sometimes seen as the "ultimate" act of submission"

Indeed, the shrewd brand owner knows how to make consumers yield themselves towards a certain brand, 'submitting' to the brand's perceived value and associations!

May I then propose the definition of Branding, in my humble opinion?

"The building and protection of a Branded product or service, towards achieving the aim of financial profits"

There we go!

Wasn't too difficult to swallow, was it?

I can almost recall a friend of mine saying this when I lamented to her on the lack of true marketers, "Stop being such a bl***y purist!"

(swear word sensored to protect young readers out there. Honestly, I truly think that the expletive vocabulary of my 12 year old friends truly surpass me in every aspect. I am just being civil for appearance sake)

But yeah, back to branding.

A study was done by the John Hopkins Bloomberg School of Health where 63 preschoolers were asked to sample two meals, each consisting of a chicken nugget, a quarter of a hamburger, french fries, two baby carrots and a small cup of milk.

Although both meals came from a local McDonalds, only one of them appeared in its original packaging. Researchers presented items from the other meal in plain wrappers, which lacked the company's distinctive logo.

In most cases children said they tasted a difference between the two meals, and they overwhelmingly preferred the McDonalds-branded foods. (New Scientist.com News Service, Roxanne Khamsi, Fast Food branding makes children prefer happy meals, 6th August 2007)

It was a pretty amazing study. The children actually preferred carrots wrapped in 'McDonalds' branded packaging ---- even though it does not exist on McDonald's menu!

Yes, the art of branding is that of attracting people to buy your brand so that you can earn profits. Not just recognizing your brand only, but converting that recognition into a sale...hopefully many times over.

In the case of Budweiser and the talking frogs campaign is a great example of people recognizing the Budweiser Beer brand and campaign, but resulted in lower sales. And while the brand recall was high, it only fulfilled the first part of my definition, it did not fulfill the latter part sufficiently.

http://www.mycustomer.com/cgi-bin/item.cgi?id=133055&d=2043 ("Frog in the Throat" section)

As a Brand Manager, I can only say that I am still learning and have much more to learn.

And so, if you ever hear of anyone claiming that Branding is easy peasy, please excuse him for he is not of a sound mind. Otherwise, please refer him to me --- I can put him in touch with a farmer who requires farm help to stamp marks on his cows.

The Little Red Dot

It is interesting how something initially seen as deragatory can be turned around and used as something positive.

The term "red dot", was first used in 1998 by the former president of Indonesia, B.J. Habibie, when he made this quote, pointing at a map on a wall to the interviewer, "It’s OK with me, but there are 211 million people (in Indonesia). Look at that map. All the green (area) is Indonesia. And that red dot is Singapore. Look at that.”

Reaction to that term was swift and furious from all corners of ASEAN. Interestingly, our country's leaders picked up on this term and used it to their advantage. Rather than associating the "Little Red Dot" term negatively, they used it to reiterate how vulnerable Singapore is. Similarly, while we are small, we are also 'Red' ---- a fiery chilli padi that can make things happen.

Thank God for wise leaders.

This same term has been immortalised in a title of a book about Singapore's foreign service --- 'The Little Red Dot. Reflections by Singapore's Diplomats'.

I am currently reading this compilation of short essay pieces from Singapore's diplomatic corp, relating the tough times they faced protecting and lobbying for Singapore's interests in the nasty world of global politics. Indeed, all Singaporeans owe a debt to these men and women who worked most of their lives overseas so that we can have a better life.

If you are into current affairs, politics, international relations and economics, this book would interest you. Otherwise, I would just simply direct you to Harry Potter and the Deathly Hallows. The Wife has been hogging the Harry Potter book for the past week now.

And then there are the more learned ones...

Keeping it Simple

The article above is written by Phillip Kotler, a renown marketing guru of our age.
I feel that he wisely narrows down the requirements to be a great marketer at the top of your game:

1) Differentiate - Always have a selling point
2) Creative - Think outside the box
3) Leadership - All marketers should be leaders, not administrators

I wonder then, why the degree is known as Master of Business Administration (MBA). On saying that, I do agree with Kotler. We sometimes just cannot let go and tend to micromanage.

Agree?

Of course, the slackers among us are giving me back slaps.

Balance, folks...that's what I am aiming to get.

But of course, if you happen to be selling courses on 'teaching' you to be a great marketer or chief executive, you would have to say that the position requires you to be the following (as what a management school advertised in the media):

A Visionary

A Motivator

A Negotiator

An Architect of Organisation Structure and Systems

A Sensor of Market Opportunities

A Creator of Shareholder Value

A Strategist and Policy Maker

A Strategist for Acquisition

An Agent of Change

So complicated...I'd rather go work on a farm.

Anyone hiring farm hands? Will work for food!

My own church

Yes, many people do want to be pastors of their own church.

Me? Nah. I'll pass.

And there will be others who will pounce upon the very opportunity to pastor a church. Some, will resort to underhand tactics and manoeuvres that will put seasoned corporate man to shame. I know. I have seen it happen.

But why?

Short lesson #2156: People desire to have Money and Power.

And the age old question is put forward to you: Would you rather have Money or Power?

Some prefer power, for they rationalise that they can control the rich.

Others say they prefer riches, for they can buy power.

So what better way than to have both --- money and power ---- by being a pastor, or let's broaden it, a religious leader.

"Oh come on now (as you naysayers and hypocrites declare), these people are always honest and after all, they are 'God's people'."

That is exactly the point, NOT!

In the real world, head honchos are constantly being constantly bombarded internally and externally, for the decisions and non-decisions that they make. Your political rival is doing his or her job well, when he or she manages to dig some dirt onto you and cause you to fumble and 'lose face'. Sometimes, it can be so bad, you will have to leave office without a pair of pants to your name --- just like that Bill Clinton guy (except that I think he deliberately left office without his pants).

Back to my point.

Would you ever dare 'question' your religious leader on the decisions that he makes? Some of us would. Most of us wouldn't.

Why?

'cos he will get god to strike you down with a lightning rod! And the more dominant and charismatic you are as a religious leader, it is very likely that your job is a relatively cushy one. After all, if someone comes and creates trouble, you could immediately choose to go into a trance and declare that the trouble maker is possessed by an evil spirit causing disharmony in the organization. That will be enough to have your faithful followers pick the trouble maker by his collar and drag him into the nearest dump.

Not to mention the gratitude your followers will have after you have 'positively' identified and cleansed the 'holy place' of the trouble maker, thereby maintaining harmony in the religious body. They will show their gratitude by heaping their riches onto you --- all in the name of giving to god, of course. And you being the godly person, would not reject riches for 'your god'...except that you happen to be spending all of god's money on yourself.

Of course, I am sweeping in my statements. But we do not have to look far for such examples.

In fact, our local Voluntary Welfare Organizations (VWO) are currently seeing some of their top guys scoot off with donors' monies, some quietly, others in broad daylight.

I am thankful for our country's leaders and for my church leaders, who are human nonetheless, but are focused on where they stand...

....'cos if they're not, I will be one of the first to drag them by the collar and throw them into the nearest dump.