Experience on The Findings Report

Sense and Psychology

Sun, 10 Dec 2017 13:03:00 -0800

Out of nowhere, I started singing it.

My baloney has a first name. It’s O-S-C-A-R.

My son looked up over his glasses.

My baloney has a second name. It’s M-A-Y-E-R.

Then my wife joined me.

Oh, I love to eat it every day,
and if you ask me why I’ll say…
(We speed up for childish effect)
‘Cuz Oscar Mayer has a way with B-O-L-O-G-N-A

Both kids were staring at us now. While they had certainly heard this ancient jingle somewhere, somehow before, it wasn’t ingrained in them the same way as it was for Jeanette and me. That probably explains why we were laughing, and the kids were shaking their heads.

Go Analog

Sun, 08 Jan 2017 11:35:00 -0800

One of the most talked about brands of this year’s International CES might surprise you. American Greetings launched a viral stunt campaign for a “device like no other”; a powerful “sentiment-delivery system” known as the greeting card. The brand enlisted Nick Offerman to be its ambassador, extolling the virtues of analog communications and hand-written expression.

It was a wise move by the brand, asserting relevance at a very unexpected venue with a clever and humorous message. But the idea behind it is much bigger than a one-time stunt. Human touch is disappearing from most of our communications and interactions. This is not only true for brands, where more and more purchase activity is occurring digitally, but also for humans, in general. Time and again I find myself counseling junior colleagues (and my own children) to skip the email and pick up the phone when they want to resolve a problem or connect with someone else. This direct and synchronous communication with others is increasingly rare.

Dollar Shave Club: Part IV

Thu, 06 Jun 2013 17:15:00 +0000

For those who follow my blog, you know that I have a fondness for the gang at Dollar Shave Club. For those who are new to the conversation, in 3 previous posts I discussed how this new brand took a fairly commoditized product (razors) and developed a compelling brand experience that has won legions of fans. What I love most about the brand is the consistency of the experience it delivers and the authenticity of its brand voice.

Dollar Shave Club: Part III

Sat, 11 May 2013 03:50:00 +0000

When I was doing interviews for the release of Brand Real, I was frequently asked which brands are “doing it right?” It’s a tricky question. The response from most is “Apple.” I purposefully don’t say that. I look for great branding in unexpected places. And it was about this time last year that I started talking about Dollar Shave Club. Like many others, I was struck by the introductory video that went viral and made the company an instant sensation on YouTube. But I liked DSC for more reason than a clever video. I became a member and I was delighted by the consistency of branding at every touch point in the experience—from web to package.

Great Brand Experiences Change Behavior

Wed, 25 Apr 2012 22:08:00 +0000

What is “brand experience?” While a lot of managers talk about the importance of brand experience, it’s awfully hard to find agreement about what, exactly, brand experience is. At the simplest level, brand experience lives exclusively in our minds. It is impossible for me to know whether or not your brand experience matches mine because how we perceive the brand is so subjective. A brand experience affects what we think, feel and do as a result of interaction with the brand. Of these three dimensions, perhaps none is more valuable than the “do” part.

Dollar Shave Club, Part II

Wed, 14 Mar 2012 01:36:00 +0000

Last week I shared a video introduction to Dollar Shave Club. Apparently, I wasn’t the only one sharing the video because it became a viral sensation. But the real reason I posted it was because I see the seeds of a very interesting brand. It offers a simple promise: a convenient way to get a quality shave at a low price. It has wrapped that offering into a brand with plenty of personality. The video is only a starting point. Check out some of the other parts of their brand system.

An open letter

Sat, 19 Jun 2010 09:39:13 +0000

Dear Apple,

I can hardly believe you’re coming to town again. Of course, I will be happy to greet you when you arrive at my door on June 24th. I have to say, I saw your photos, and you look absolutely fabulous. Have you lost weight?

Hey, there’s one thing I wanted to ask you about. You know your friend, AT&T? Yeah, I know he’s a swell guy and all, but … I don’t know. That guy stood me up so many times. I don’t want to talk about him behind his back, but everything I’m telling you I’ve already told him … several times. He’s kind of lame. I mean, why do you hang out with that guy? You work so hard to keep yourself up and do well professionally. It seems to me that that guy is holding you back. I realize he was one of the first to support you when you took your big plunge. It was very noble of him (I’m being sarcastic). I mean, really. You could have had your pick of any guy there. Sure, he was generous with his affections (and his wallet was plenty big), but did you ask anybody about his history? I’m just saying, he was never known for being particularly hard-working. I’m just saying.

Brand Preference, Experience and Memory

Sun, 22 Feb 2009 02:58:59 +0000

Brand marketers often fall prey to a massively faulty assumption. They assume that consumers are rational. I’ve sat through many detailed client presentations, replete with volumes of data, wherein a brand platform is justified on the basis of a logical argument that will convince consumers the client’s brand is better than a competitor’s. They believe that touting the virtues of their brand attributes will persuade a consumer to try, switch or buy more. It makes logical sense, they say. When the consumer weighs the choice, we’ll come out ahead.