Most of us can catch fake emotions of people around us. How about some service executives giving you a fake smile with a fake warm welcoming tone? Of course, not everybody gives us a fake smile. We, as consumers, are also as good as those service executives. We return the smile with a fake “hello”- as if we are saying, “alright now, let’s get into the business, I have a problem here.” And when you are tough to them, demanding an ambitious solution, they would never throw back the harsh words (if any) that you meant for them. In fact, they are trained not to play a tit-for-tat game. Some are very good in controlling their body language even. Perhaps you can guess that some professionals’ facial construction has changed to a natural smile even without trying much (no pun intended), since he/she has been doing this for years! But once you (the customer) left, some of them would probably throw back all the bad feelings they had about you (silently) and swept it under the rug. This could be constructive, actually. People need to vent their anger anyway to bring them back to normalcy. This goes for both the parties— I mean for customers and service providers, with the exception that the latter cannot do it publicly.
Now imagine what would happen if we start giving fake smiles to everybody around us? Not everybody would be able to catch a fake smile, however, it would create annoyance if otherwise. The fact is, many social behaviors are contagious. If you live in a society of liars, you may tend to lie to survive. If you live in a society of thieves, you may feel the urge to outsmart others by stealing even more creatively. That being said, such contagiousness has an upside as well. When everybody in the society keeps smiling for smile’s sake, it would make many of us friendlier towards others. Once ignited with a fake smile, some people will actually reply with a sincere smile. This is where the change begins. Should we advise front desk people to stop smiling? No way.
The management literature is full of it. Here are my two cents. Think of two balloons—one filled in with regular air, and the other one with gas. The first one needs to be pushed up continuously to keep it floating, otherwise it will gravitate to the ground. It needs rules and reminders to make things happen. It takes others to push to keep it floating, waning away the energy of people around it. The second one, the gas balloon, is “self-motivated” and energetic. All you need is to leave it alone, it will keep rising to the top. It works on its own, it makes rules for others on how to reach it. We extend our hands upwards to touch it, raising the energy level of people to achieve more and more. We love to see it going upwards. We enjoy the self-rising balloon that makes us happy and smiling.
Now you tell me which one is the leader and which one is the manager!
There could be more, but these could be the major pitfalls when we brand products:
First, losing relevance! Is the product connecting to customers’ needs? If a detergent claims to make white clothes whiter, shouldn’t it be targeted to school going children or business executives? If you see posters of IELTS training outside superstores, how many students do actually visit them to have exposures to such ads? Siemens has air conditioners that circulate vitamin C through their special filters. In our cultural set-up, who sniffs vitamin C out of air? Differentiation is necessary, but who is going to need that? Staying “relevant” means to avoid running out of focus.
Second, focusing too much on sales threshold! Of course, sales are important, but a good branding program makes selling effort superfluous. A strong branding program may often be undermined by short-term sales agenda.
Third, bragging inside the shell! This is a common problem for big brands that would make themselves susceptible to stumble upon new entrants. This is mostly because of being complacent with their already big brother status and overlooking the important trends in the market. I do not need to change because I am already a strong brand— wrong. The competition today is not between the good and the bad brands, but between the good and the better ones. You may simply be outperformed not because you have a poor brand, but because someone else might have designed a better product or business model beyond your expectation. Customers’ delight with a better product or a business model can eventually make a static big brother out of business. It happened in the past, and is still happening. This is why Uber (click to know more), a crowd-sourced taxi service, is making its way against big competitors like Hertz or Avis. Now the big competitors are thinking to adopt similar models in their portfolio.
Now it must be easy to know what not to do in branding!
It is about advertising and communication. In a cluttered environment where everybody is saying or drawing something, a silent and blank space would attract attention and cut through the clutter. Look at our newspaper ads, where most ads are trying to say everything they could in all the available space they got for money. This is not creating any focus on what they primarily want to say since these ads are saying everything possible and cramming into that space. How about only a strong visual, a tagline and the brand name only, embedded in a wide blank space? How about saying less in a television commercial and tell a better story? How about saying less in billboards yet present more? In a world where everybody is attempting to spread more and more messages, how about saying less and communicating more this time?
If you search this groundbreaking book for the word “Ethics”, there is none (please let me know if I missed it). This is not a problem at all, because under formal business context, the assumption is that we talk about only legal and ethical avenues to start, manage, and eventually grow a “blue ocean” business. The irony is that many blue ocean businesses could spark ethics debate despite the fact that they are playing in a legal market space. Should one vie for an ethically submerged market even though there are untrodden profit opportunities? How about the Genetically Modified Organism (GMO) food products that is quite legal, yet a sizable group of scientists are in ethical as well as scientific debate whether we are putting ourselves at risks or not? Whereas some scientists claim that GMOs are safe, there are others who claim that it is not. On both sides, there are arguments that we, the common people, are often in the middle of nowhere to understand this. The anti-GMO group often alleges that GMO food companies are well known for their “food security” fear tactics among developing countries and selling a comprehensive seed, fertilizer and pesticide “package”. It is not only the seed that you buy, but you have also to buy the whole package at their designated price. Strictly from business point of view, this is really a wonderful business model, with great profit potential indeed.
At this point, many of us would probably need to know the difference between “hybrid” and “GMO”. In an over-simplified term, traditional hybrids are made of cross-pollination of similar organisms, for example, a cross-pollination can be made between wild big tomatoes and household small tomatoes in order to make hybrid seeds of bigger household tomatoes. GMOs are not necessarily the same. For example, some GMO tomatoes would be modified by cross-injecting genetic materials from another domain, like fish gene injected inside a tomato to make it resistant to cold weather. Probably this is where the scientific community is divided whether GMOs are safe in the long run. Now the point is, are all these blue ocean companies need to care about ethical and scientific debate and come clean, or keep enjoying the blue ocean profit at any cost? Blue Ocean strategy could be a life saver, like a medicine prescribed by a qualified doctor. Blue ocean strategy could be evil, like a medicine in the hands of a drug-addict (?).
In this age of digital marketing, businesses are trying to reach us through all possible digital means. It could be through sending us hundreds of spam emails, through pop-up ads on our browsers, through sending commercial sms, what not? In fighting back all these marketing efforts to stay focused on what we really like to hear and see, we invented ways to keep spam mails in our spam folder, we use ad-block extensions in our browsers to keep those annoying ads off our views, and many times we can block or blacklist numbers that are sending spam texts. Here you go– as the advertisers got tools to reach us, we got tools to prevent them from reaching us! Here is a point to make. Rather than emphasizing on new tools and techniques to spread the message, focus on the message itself that people are willing to listen and spread. New tools hardly can work wonders unless people are really willing to accept what you want to say. We always find a way to ignore, even if it requires new tools and technology to make that “ignore” happen. It is time to ignore consciously since too many things are there where I “want” to put my priorities on and ignore the rest. We might need more and more of this “ignoring technology” in future!
Habit can play a great role in sustaining brand loyalty. Habit can be seen as a display of high degree of automaticity in purchase behavior. If so, brands need to see how customers can be “automated” in buying a particular brand than the other. Of course, this habituation takes time and effort. The question is how this can be done. Does it take strong positioning? Does it require wide availability?
Forming a habit could be a formidable task for brand managers, though not impossible. It may originate not only from strong positioning, but also from convenience of access through wide distribution, consistency in delivering promise (reward), and sometimes a “convenient price”. Habit would be much easier to form for day-to-day disposable and cheaper products than for higher-end luxury products. No wonder why we inadvertently pick Alpenliebe from the jar instead of other brands. No wonder why we step in the closest store to our homes in order to save time and effort. Despite higher brand image of “Firebox”, we choose “Vorosha” because it is widely available to our nearest stores. Once we get habituated to “Bikash”, we don’t even want to consider other options of mobile banking. How about habit of using free internet from Facebook (http://www.internet.org) via Robi would change our internet consumption pattern in future? Next time, sustaining and reinforcing “Habit” could be in your branding agenda. (For a quick review, watch this presentation on the book titled “The Power of Habit” by Charles Duhigg).
Salesman cannot be silent, it simply won’t work unless he/she is already selling a hyped product. So what would you do? Put salespeople round the clock around customers and retailers? That’s not the case we mean here as silent salesman. It is the 24/7 communication tool that almost acts like a salesman when your real salesmen are not around. You got it now, it’s your packaging!
Packaging is the “dress-up” of your product that reflects the character and personality of the brand. The hard parts are the choice of symbol, color and composition of text that would do the job when customers look at the package. The “Wow” factor needs to be there for initial trials to occur. Granted that mere attractive packaging without ensuring core quality would backfire, yet the communication value of a well thought-out packaging design is unquestionable. Unfortunately, many times, brand managers would put more time on designing product and advertising plan rather than on conducting extensive research and testing on packaging design. Packaging has tremendous rational and emotional values to confer upon the minds of customers. Please take care of this silent salesman!