Posts in Brand Planning
Vision, Values and Voice: Building Your Brand on a Solid Foundation

At Campos, we define branding as “the discipline that guides the way an organization thinks, acts and communicates.” The best way to express this is that every organization must synchronize their Vision, Values and, ultimately, their Voice. These three elements of branding summarize what the organization stands for, how it is distinctive, and why anyone should care about it.

Inside-out branding is based on the fundamental belief that, if the brand does not live and breathe on the inside of the organization, few on the outside are going to believe in it. Isn’t that the whole point of branding: cultivating a trusted relationship with customers or consumers? Linking your Vision, Values and Voice is the best way to ensure that your brand can deliver on its promises in the long term.

Read More
Brand PlanningCampos
Tesla is the First Car Maker Up on a Millennial Trend

The word “millennial” often conjures an image of a single, underemployed barista with thousands of dollars in student loan debt living in her parents’ basement. And while one in three young adults do indeed live at home with their parents, most of them are out of the nest—and many are nesting themselves.

The biggest and cutest trend in millennial nesting is dog ownership. An astonishing three-quarters of Americans in their 30s—which is to say, mostly millennials—own dogs. That’s why Tesla’s new Dog Mode is a brilliant addition to their product that speaks right to the millennial market. (It’s also the sort of idea that someone definitely should have thought of already!)

Read More
How Uniqlo Conquered Millennial Fashion

Uniqlo is a favorite among some of the team here at Campos. They have done a great job in the US coming in at a time when other retailers in similar categories are perceived as the “dad brands”. They offer great fits, at a fantastic price and their quality is way above average.

The Atlantic has a good look at the brand in a new article, what has built them into a fashion retail powerhouse, and what pitfalls may lie ahead, but we don’t think it’s shows the full picture as to what has made Uniqlo such a success.

Read More
Brand PlanningCampos
How Can Anyone Forecast Trends?

With SXSW in full swing down in Texas, there will be many articles published about “trends” coming from the conference that we should all be aware of.

This begs the question: How does Campos (or anyone, for that matter) forecast trends?

From the outside, it can seem like guess work. How can someone know what consumers will want a year from now, or which developments businesses should scale earlier rather than later in their life cycles? Well, we don’t claim to be clairvoyant, but there is a way in which we can do just that.

Read More
Branding by Life Stage

There are many valid approaches to brand planning and development. And, depending on the life stage of your business, one may be more appropriate for your business or brand. But one thing is constant: there are essential elements of research that must be included in your brand planning process, regardless of the life stage of your business.

Read More
Brand PlanningCampos
The Two Reasons Why HR is Critical to Your Brand

The beauty of an Inside-Out Brand is that the brand promise—the operational structure behind the brand—is developed based on the differentiated products, services or behaviors that the organization is already successfully delivering to the consumer or target audience. As a result, there is alignment between what the organization is saying about themselves in the market and who they actually are.

It requires equal support from the CEO, senior management and, ultimately, members of the rank-and-file workforce. As a result, in large corporations, marketing alone cannot lead this. The Human Resources team in the organization must also become a partner in this effort for two important reasons.

Read More
Brand PlanningCampos
Bus Operators Are An Impressive Bunch

As we’ve been studying the Port Authority to help the Port Authority in their rebranding process, we’ve all been paying a little more attention on our daily commutes.

We won’t reveal any spoilers for our research, but one thing is clear: driving a bus is always hard and driving one in Pittsburgh is extra hard. An interview with Jill Smallwood, a Port Authority bus operator opens an even greater window into the other aspects of driving the bus - the parts of the job that hardly have anything to do with staying under the speed limit or keeping the bud from sliding on ice.

Read More
4 Tough Questions to Ask Yourself About Your Brand

Working on a particular brand or brands day after day, we become attached to them in ways that others may not be. It’s a natural human response when we’re invested in the work we do.

However, for the sake of the brands that we build and hope to continue to build, it’s important that we pause from time to time to objectively ask some big, tough questions.

Read More
Brand PlanningCampos
How Companies like L'Oréal and Nike Find Success Through Customer Segmentation

L'Oréal Chief Marketing Officer Marie Gulin-Merle attributed her company’s “digital transformation” to a focus on storytelling and personalized digital experiences, but also to the power of customer segmentation.

L’Oreal’s success illustrates the importance of one of our most important tools at Campos - Customer Segmentation. It’s been a hot topic lately. While the concept has been one that we have put to use for clients for many years, it has emerged as a powerful trend recently in the form of entrepreneurs and startups turning entire categories on their heads by targeting highly specific groups of people.

Read More
Brand Evolution vs. Brand Repositioning: Is It Time to Re-evaluate Your Brand Strategy?

Updating your brand is a big investment, and many clients approach us unsure whether they need to evolve their brand or completely reposition it. Often they’re not even sure how to articulate the difference between the two.

it’s always best to ensure you understand the problem that needs to be fixed before you invest in trying to fix it. This means not only knowing what problem you are trying to solve, but also clearly identifying the brand issues that will enable you to determine the most effective and efficient way to achieve the right solution.

Read More
Brand PlanningCampos
How an 89-Year-Old Company ‘Changed Everything’ to Target Millennials

In 2007, when food giant Nestlé purchased Gerber for $5.5 billion, the company controlled 81% of the US baby food market. Founded in 1928, Gerber essentially created the market when Dorothy and Dan Gerber developed a process for mass producing strained peas at the family’s canning company.

But just a decade after its purchase by Nestle, Gerber’s market share has fallen to about 60%. In response to these trends, Gerber decided to undertake a two-year, comprehensive brand overhaul.

Read More
Brand PlanningCampos
Telling Your Brand Story

A professor of history at Augustana College has, for the last twenty years, asked students on the first day of class to write a history of the United States in 600 words or less without looking anything up. What he has learned illustrates the decline in our collective ability to write a narrative.

In 1994, most of the submissions were in “The Glory Story” bucket. There was also “The Gory Story,” and the “High Ideals/Mixed Results” compromise. Others simply listed historical events in roughly chronological order. Thinking the students had misunderstood the assignment, he called these the “Chaos Story.” Over the past 15 years of formally tracking the results, the “Chaos Story” form has ascended from very few to 75% of the submissions.

Read More
3 Companies that Nailed Inside-Out Branding

Which brands can marketers look to as mentors as they strive to align vision, values, and behaviors of their own organization with their brand promise to consumers? After our recent post on inside-out branding, I got to thinking about those that have excelled at building their brand around their company culture and values to deliver truly authentic experiences. Here are three favorites:

Read More
Brand PlanningCampos
Aviation's Icon of Branding Is Laid To Rest

Today an legend in brand strategy is laid to rest. Herb Kelleher, who was formally educated as a lawyer, not a marketer, was part of a movement that turned marketing on its head.

Conceiving the company with his business partner in 1966 (on a cocktail napkin, of course), the pair began the airline in 1971. Turning a profit every year since 1973, Southwest has the industry’s longest run of profitability—even during periods when airline around them were going bankrupt. How?

Read More
Brand PlanningCampos
Brand Strategy? Or Brand Identity? Let's Review.

We’re all guilty of using jargon and insider short-hand when talking about our areas of expertise. Marketers are perhaps more guilty of this than any other group. As a brand and communication strategist, one of the short-hand terms that I find causes the most confusion is the broad and multitudinous use of the word “brand.”

Read More
Brand PlanningCampos
Establishing Brand as a Relationship

In a world full of commoditized products, creating an emotional connection that sets your brand apart from competitors is more important than ever before. But a marketer’s concept of exactly what a brand is can greatly shape how they approach this challenge.

Brand relationship, therefore, is the critical–but often missing–strategic connective tissue between traditional brand positioning and customer experience. It's the foundation for building that emotional connection.

Read More
Brand PlanningCampos
How to Think About the Brand-Customer Experience Relationship

Just as organizations realized, over four decades ago, that a deep understanding of brand could provide significant financial value to organizations, so it is with customer experience planning today. Recent studies by GartnerForrester, and Maritz all indicate the leading organizations are more than doubling their investment in understanding and planning their customer experiences compared to the previous five-year period.

However, to consumers, your brand and customer experience are inseparable. They exist simultaneously and are experienced without discrepancy, regardless of whether they’re in alignment or in conflict.

Read More