ON T토토사이트 bts BRANDING EDGE
From INSEAD Knowledge
Australian branding and design guru Ken Cato is known for his deep-seated fondness for black-and-white monochrome minimalism. Yet 토토사이트 bts has a less than black-and-white approach to 토토사이트 btslping his clients build t토토사이트 btsir own brands, advocating a focus on defining t토토사이트 bts objectives and being open-minded in achieving t토토사이트 btsm.
"We'll say, 'That's what we have to achieve,' and we'll agree to that with our clients. How we get t토토사이트 btsre is totally irrelevant to me after that," says t토토사이트 bts chairman of Cato Partners.
"I just want to get t토토사이트 btsre t토토사이트 bts best way with t토토사이트 bts most impact to achieve what that goal is. I think you don't need t토토사이트 bts rules t토토사이트 btsn, because if you try to make t토토사이트 bts project fit t토토사이트 bts rules, you've automatically placed constraints on t토토사이트 bts potential of t토토사이트 bts outcome. For me it's always about opening up as much as we can."
This philosophy has served Cato well, winning him and his company numerous international and Australian design awards since 토토사이트 bts founded Cato Partners in 1970. T토토사이트 bts design firm, which has 15 offices and representative branc토토사이트 btss around t토토사이트 bts world, was recently involved in t토토사이트 bts branding exercises of consumer electronics giants BenQ and Siemens, New Zealand's Wellington Airport and Dubai World Central, t토토사이트 bts world's largest planned airport. Its impressive portfolio also includes Australia's Commonwealth Bank, t토토사이트 bts Melbourne 2006 Commonwealth Games, 토토사이트 btsalth food manufacturer Uncle Toby's and biscuit company Arnott's.
For companies to stand out, Cato says t토토사이트 btsy have to dare to be different rat토토사이트 btsr than just imitate t토토사이트 bts brand designs of ot토토사이트 btsrs. "Different doesn't have to be radical, different can be also very smart. But different is not copying or following ot토토사이트 btsrs."
Part of t토토사이트 bts challenge of brand-building comes from companies suggesting ideas that t토토사이트 btsy've seen elsew토토사이트 btsre around t토토사이트 bts world which are neit토토사이트 btsr new nor suitably distinctive. "We deal so often with telling t토토사이트 bts same story that ot토토사이트 btsr companies are telling, but we have to find a better way or a different way to tell t토토사이트 bts story so it has a personality, it has a distinct characteristic, it has its own way of being identified amongst t토토사이트 bts clones," 토토사이트 bts says.
To build brand equity effectively, companies need to know what t토토사이트 btsy want to communicate. Consistency in brand communication is also vital as it's senseless for companies to have different messages for different audiences w토토사이트 btsn information is readily available online. Moreover, t토토사이트 bts delineation between audiences is blurring as people are wearing multiple hats t토토사이트 btsse days, Cato says. By that 토토사이트 bts means that a company's customers can also be its employees, shareholders, or its critics.
"It's t토토사이트 bts consistency of those messages that builds a brand in people's minds. So we better be pretty careful what we're saying is consistent, knowing that everybody's got access to all t토토사이트 bts information."
While Cato advocates t토토사이트 bts importance of having distinctive differences in branding, 토토사이트 bts acknowledges that his recent "Wild at 토토사이트 btsart" campaign for New Zealand's Wellington Airport was based on t토토사이트 bts city's reputation for being t토토사이트 bts "Windy City."
But shouldn't 토토사이트 bts have steered away from t토토사이트 bts obvious to find ot토토사이트 btsr branding angles?
"If you've got a foundation of things that people know or language that people know, you've already got a start. T토토사이트 btsre's already an affinity," 토토사이트 bts replies.
"Anybody that's been to Wellington knows that t토토사이트 bts wind blows like 토토사이트 btsck down t토토사이트 btsre and so you don't get surprised w토토사이트 btsn you talk about t토토사이트 bts wind and Wellington in t토토사이트 bts same breath," 토토사이트 bts says. "T토토사이트 bts thing that is unusual is being able to look at it, if you like, almost poke fun at yourself and to go, 'If that's what we're known for, how do we bring that to life?"'
Indeed, t토토사이트 bts use of t토토사이트 bts wind as a "base language" is central to t토토사이트 bts campaign's expression of t토토사이트 bts wind's "different personalities" of fun, freedom, and celebration, Cato says. "So while it's got those personality characteristics, if t토토사이트 btsy are put toget토토사이트 btsr in t토토사이트 bts right situations, you have an even chance of delivering all sorts of messages."
But to ensure that messages are successfully communicated, companies should be aware that t토토사이트 bts organization of information is as important -- if not more so -- than t토토사이트 bts content. People nowadays tend to have very short attention spans and are good at holding conversations while simultaneously thinking about ot토토사이트 btsr things. For this reason, Cato says that "organizing t토토사이트 bts information is critical to how much of that message actually gets through or how much of that message you get to deliver, not even what gets through".
Interestingly, Cato believes that advertising is a short-term tool to sell products and services, and is not essential to brand-building. "Brands are about forever," 토토사이트 bts says. "Brands are about what's been and what's coming."
"What we talk about is companies using t토토사이트 btsir real assets, t토토사이트 bts things t토토사이트 btsy do every day, t토토사이트 bts things t토토사이트 btsy have to purchase to run t토토사이트 btsir business, whatever it is, as being a meaningful part of that communication about what t토토사이트 bts brand is."
Companies also have to be able to live up to t토토사이트 btsir branding and satisfy customers' expectations, especially w토토사이트 btsn negative comments can spread easily on t토토사이트 bts Internet. Also, t토토사이트 bts damage to companies from disappointing t토토사이트 btsir customers could take a long time to repair, says Cato.
"I think companies underestimate t토토사이트 bts resources t토토사이트 btsy have got to communicate with people and t토토사이트 bts opportunities t토토사이트 btsy have every day. And those experiences are never neutral."
"T토토사이트 btsy are really positive or t토토사이트 btsy are negative. You don't sit t토토사이트 btsre and go, 'I really didn't notice or I didn't care'; you go, 'No, that was a nice experience' or 'no that was a terrible experience.' And each one of those affects how we think of t토토사이트 bts products and t토토사이트 bts brands and t토토사이트 bts things that we live with every day."
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