Creating Brand Value Through Anticipation

Creating Brand Value Through Anticipation

We all know the feeling of waiting for something exciting to happen. It’s a feeling that can consume your thoughts and fill your mind. Whether it’s a personal celebration or the well-publicized product release of something you have been waiting for, seeing glimpses and hints of what is to come heightens desire and the eagerness to finally get it.

But it’s not just anticipation that offers value that might not otherwise be there. If you also include scarcity, the effect is enhanced considerably. Some marketers are masters at combining anticipation and scarcity with promises that most people don’t believe they would fall for. But promises paired with warnings, such as ‘Sign up now, before it’s too late…’ and ‘Only 500 spaces available!’ are always alluring. This kind of anticipation, built up over time, draws out the competitive spirit that has always driven humans. The delay before satisfying the anticipation gives people time to fear they will not get what they are waiting for. This, in turn, increases the desire and the willingness to sacrifice time and money to ensure that they are first in line when the time comes.

Using anticipation to build your brand and increase your business can sometimes feel as though you are just manipulating your customers and users. But that is not the case if you build your strategy on what your customers’ and users’ unmet, and sometimes unspoken, needs are. You then only need to follow through and promise to meet these needs in order to create value through anticipation. If your customers have been waiting for a desired feature or function, let them know it’s on the way in the next release.

Used carefully, making sure you never promise something you can’t deliver in a timely manner, anticipation can attract new customers, cement the loyalty of existing customers and expand on your brand value.

Contributed to Branding Strategy Insider by: Thomas Gad, excerpted from his book Customer Experience Branding, with permission from Kogan Page publishing.

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M&S relaunches Per Una

M&S have relaunched their brand Per Una in hopes to take the brand’s image from ‘frilly to feminine’.

The womenswear label from the high street favourite will be rebranded in it’s first campaign for five years. There will be new items made from high quality materials, like British wool, and the brand’s logo has been given a revamp as well. 

This step is part of a larger plan as M&S are aiming to appeal to a younger ‘family age’ customer.

Nathan Ansell, director of clothing and home marketing at Marks & Spencer said: “Per Una is our biggest and best-known sub-brand – but in recent years it’s lost some its identity. So, we’ve been talking to thousands of our customers about what they have loved about per una in the past and tried to recapture that in the in the contemporary brand relaunch.

“The design teams have done a great job bringing that soft, feminine, floral feel to the product and we wanted the campaign to match that – so went to stunning British countryside – natural and effortlessly beautiful, we think it perfectly complements the new product.”

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Carlsberg moves a step closer to creating world’s first paper beer bottle

Two new research prototypes for its Green Fibre Bottle are revealed – containing beer for the first time with more leading companies are now committing to paper bottle technology

Carlsberg, an iconic beer brand and five-time winner of the World Branding Awards, has unveiled two new research prototypes of its Green Fibre Bottle, which are the first ‘paper bottles’ to contain beer. It also announced it has been joined by other leading global companies who are united in their vision of developing sustainable packaging through the advancement of paper bottle technology.

These developments are a continuation of Carlsberg’s sustainable packaging innovation journey and a key part of its sustainability programme, Together Towards ZERO, including its commitment to ZERO carbon emissions at its breweries and a 30 percent reduction in its full value chain carbon footprint by 2030.

The two new research prototypes are made from sustainably-sourced wood fibre, are fully recyclable and have an inner barrier to allow the bottles to contain beer. One prototype uses a thin recycled PET polymer film barrier, and the other a 100 percent bio-based PEF polymer film barrier. These prototypes will be used to test the barrier technology as Carlsberg seeks a solution to achieve their ultimate ambition of a 100 percent bio-based bottle without polymers.

carlsberg paper bottle 2
Carlsberg moves a step closer to creating the world’s first ‘paper’ beer bottle. Pictured is a new research prototype for Carlsberg’s Green Fibre Bottle, which contains beer for the first time.

Myriam Shingleton, Vice President Group Development at Carlsberg Group, said: “We continue to innovate across all our packaging formats, and we are pleased with the progress we have made on the Green Fibre Bottle so far. Whilst we are not completely there yet, the two prototypes are an important step towards realising our ultimate ambition of bringing this breakthrough to market. Innovation takes time and we will continue to collaborate with leading experts in order to overcome remaining technical challenges, just as we did with our plastic-reducing Snap Pack.”

Carlsberg kicked off the project to develop a bottle made from sustainably sourced wood fibres, the ‘Green Fibre Bottle,’ in 2015 alongside innovation experts ecoXpac, packaging company BillerudKorsnäs, and post-doctoral researchers from the Danish Technical University, supported by Innovation Fund Denmark. These combined efforts have resulted in the emergence of Paboco, the Paper Bottle Company – a joint venture between BillerudKorsnäs and bottle manufacturing specialist Alpla.

Carlsberg will now be joined by The Coca-Cola Company, The Absolut Company and L’Oréal in a paper bottle community – launched today by Paboco. The community unites leading global companies and experts with the vision of advancing sustainable packaging, offering high-quality products whilst reducing their environmental impact.

Coca-Cola and L’Oréal are both winners of the World Branding Awards.

Myriam Shingleton continued: “The work with our partners since 2015 on the Green Fibre Bottle illustrates that this kind of innovation can happen when we work together. We are delighted that other like-minded companies have now joined us as part of Paboco’s paper bottle community. Partnerships such as these, ones that are united by a desire to create sustainable innovations, are the best way to bring about real change.”

“We are driven by our constant pursuit of better, to create more sustainable packaging solutions that help people to live more sustainable lives. Sometimes that means completely rethinking how things are done – pushing the boundaries of existing technologies and overcoming technical challenges as they present themselves.”

Gittan Schiöld, interim CEO of Paboco said: “It is all about the team. We are collaborating across the value chain, sharing the risks and are united in our vision that the paper bottle will become a reality and fundamentally change this industry for good.”

Carlsberg’s focus on sustainable packaging innovations is not new. In 2018, the Danish brewer launched a number of packaging innovations including recycled shrink film, greener label ink and the innovative ‘Snap Pack,’ which replaces the plastic wrapping around its six-packs with a solution that instead glues cans together.

Carlsberg’s packaging improvements are part of its long-standing progress of betterment and innovation, including developing scientific breakthroughs such as pure yeast and the pH scale.

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McDonald’s highlights children charity programme in latest campaign

Ronald McDonald House Charities campaign says thank you to customers who have supported them over 30 years

Leo Burnett London and McDonald’s have released a new film which highlights the work of the Ronald McDonald House Charities UK. Ronald McDonald House Charities UK has provided free ‘home away from home’ accommodation to families with children undergoing hospital treatment.

The Houses allow families to be by their child’s bedside in a matter of moments whilst maintaining a degree of normal life and reducing emotional and financial strain. With 11 Houses across the UK in locations close to specialist children’s hospitals, the charity has helped 50,000 families since it launched in 1989.

McDonald’s customers have traditionally donated to independent charity at various collection points in restaurants with a donation function that has recently been added to digital ordering screens.

The Keeping Families Together campaign sheds light on the work done by the charity featuring the stories of families that have been helped by the Houses, thanking McDonald’s customers for their contributions over the past 30 years.

Ronald McDonald House Charities campaign says thank you to customers who have supported them over 30 yearsFrom first-hand accounts, we are able to see the role the Houses play in keeping families close together during some of the most frightening experiences a child and their parents can face.

Henry Trickey expressed his pride that for thirty years the restaurant teams, office staff and franchisees have worked tirelessly to raise money, awareness and to volunteer their time for Ronald McDonald House Charities UK in support of families with seriously ill children. He is the Senior Vice President IT and Development at McDonald’s UK & Ireland, and Trustee for Ronald McDonald House Charities UK.

“Our self-order kiosks have made it quicker and easier for our customers to order their food so it is only right that we use this in-restaurant technology to make it easier to donate to the charity. This, coupled with the new TV advertisement, will hopefully see even more customers donating to this wonderful cause,” added Trickey.

Chaka Sobhani, Chief Creative Officer at Leo Burnett London, commented: “We are so proud to help bring the wonderful work Ronald McDonald House Charities UK do to a broader audience. Their tireless work helps so many families every day and how better to say thank you than to let some of the remarkable families who have benefitted from staying at the houses tell their own stories.”

Broadcast as a 40-second TV spot from 7 October 2019, the film is also available in a 60-second cut on Ronald McDonald House Charities UK website. The campaign is supported by 20-second versions social channels with radio spots. A digital display campaign will invite viewers to click through to more information on the Ronald McDonald House Charities UK site.

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HMV to revive UK high street

HMV hopes to revive the UK high street with the opening of the biggest music and movie store in Birmingham.

The HMV Vault will house 80,000 CDs, 25,000 vinyls and host gigs and sets by artists and DJs. The store will also sell t-shirts, posters, books and other exclusive merchandise.

HMV is owned by Sunrise Records, the Canadian record company headed up by Doug Putman. Putman saved 100 HMV stores from going into administration earlier this year and now wants to get the UK high street back to what it once was. 

Having already re-opened 14 stores, Putman has confidence in the market.

“The market is definitely down but we are way ahead of the market. I’m really happy,”  Putman comments.

“I believe we can grow the chain.  A lot of high streets are challenged and struggling. The UK has got an amazing high street and we want to support that. There is something really special about it and when it’s gone, it’s gone.”

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YouGov names Netflix top brand amongst millennials

YouGov have named Netflix as the number one brand according to millenials following new research. 

As the most talked about brand scoring 80.2, the streaming service is way ahead of AirBnB who holds the number two spot with a score of 72.9.

The YouGov’s Next Gen rankings are determined by the most positively talked about brands amongst 18 to 34 year olds. 

AirBnB is followed closely by McDonalds, Instagram and Monzo coming in at number 5. 

The full rankings can be found here.

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Bacardi Rum upcycles plastic into first-ever straw vinyl records

Bacardi Rum turns plastic straws into music records pressed with Major Lazer and Anitta’s summer anthem, “Make It Hot”

Bacardi Rum has partnered with Lonely Whale and launched a new Straw Vinyl programme, through which single-use plastic straws will be collected from 55 bars across the US to upcycle them into limited-edition vinyl records – “transforming something that sucks into something that slaps.”

The iconic rum brand has even partnered with Major Lazer and Anitta as part of its ongoing commitment to rid the world of one billion single-use plastic straws by 2020. The artists’ music will be used for good by pressing all the upcycled vinyl records with their summer anthem, “Make It Hot“, which was released this past June in partnership with Bacardi.

During the Life Is Beautiful three-day music festival which took place in Las Vegas from 20-22 September, fans got a first look at a sample upcycled straw vinyl – and were even encouraged to take the pledge to join the cause. The Art Motel was transformed into a rum paradise in which one room was dedicated to Lonely Whale and #TheFutureDoesntSuck campaign.

“Bacardi is excited to unveil our latest efforts towards eliminating plastic straw usage alongside Lonely Whale for #TheFutureDoesntSuck campaign with the new straw vinyl program. ‘Do What Moves You’ is our overarching brand ethos, and the upcycled vinyl records featuring the Make It Hot track, speak directly to that ethos while fulfilling our commitment to eliminate one billion single-use plastic straws by next year,” said Lisa Pfenning, Vice President, Bacardi, North America.

“This November, Bacardi and Lonely Whale are calling upon consumers to take the pledge and donate their single-use plastic straws at participating bars across the country – to ensure that the future doesn’t suck.”

bacardi lonely whale plastic straw vinyl 2The campaign gives consumers in the US the chance to participate in the programme on November 11, when collection bins and live coasters will be available at select bars for straw collection and awareness. Each coaster will include a brief Snapchat animation giving consumers more information around the programme and partnership between Bacardi and Lonely Whale.

Dune Ives, Executive Director of Lonely Whale, said in a statement that each year more than eight million metric tonnes of new plastic enters the ocean. She admitted that it is a really hard statistic to understand and that it is not something people know what to do with. However, when science is paired with art, with music, and with a sprinkle of fun on top, she believes that is where the magic can happen and people can become inspired and fully engaged in ensuring #TheFutureDoesntSuck.

The final upcycled limited-edition records will become available for purchase exclusively on LonelyWhale.com. The whole of the proceeds from the straw vinyl will go to Lonely Whale.

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The 6 Core Values Driving Alibaba’s Success

The 6 Core Values Driving Alibaba's Success

“Money and wealth are two different concepts. If you have money, but have not turned this money into an experience to elevate your own or other people’s level of happiness, then you may very well only possess a lot of symbols and a mountain of very colourful pieces of paper.” ~ Jack Ma, Founder and Chief Executive of Alibaba

When Jack Ma founded Alibaba in his kitchen, he had to pool his money together with 17 colleagues because no bank would lend them money. Today, the Alibaba Group is a global leader in e-commerce. As the tenth anniversary of his company approached in 2005, Jack Ma wrote a letter to his 15,000 employees reflecting on the success of his enterprise. What was the reason for his success – pure luck, or repeatable method?

He has explained that the Alibaba Group was built on the following core values:

1. Customer First. The first priority of the company is the interests of its users and paying customers.

2. Teamwork. Alibaba expects its employees to work as a team. They encourage employee input in making decisions and expect all employees to commit to team objectives.

3. Embrace Change. The industry Alibaba operates in is evolving rapidly. Consequently, the company asks its employees to be flexible, innovative and to adapt to new conditions and practices.

4. Integrity. Trust is an essential element of a marketplace, and Alibaba’s employees maintain the highest standards of integrity and deliver on their commitments.

5. Passion. Whether serving customers or developing new services and products, Alibaba employees are encouraged to act with passion.

6. Commitment. Alibaba has a dedicated focus and commitment to understanding and delivering on the needs of Chinese and global small and medium enterprises.

The company also has a very simple, and strong, mission and vision. Its mission is ‘to make it easy to do business anywhere’, while the vision has three parts. Alibaba seeks to build a company that will last 102 years, to become the world’s largest e-commerce service provider and to become the world’s best employer.

Why 102 years? The company was founded in 1999, which means that 102 years will span three centuries. Jack Ma has chosen to take the longterm view and build lasting sustainability. I also like that the company supports and enables a whole new group of competitors and innovators. With Alibaba’s help, enterprises that may not have been able to globally source and sell using the old ways of the corporate west have been able to enter the market. This, in my mind, is truly a brand of the future.

Contributed to Branding Strategy Insider by: Thomas Gad, excerpted from his book Customer Experience Branding, with permission from Kogan Page publishing.

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Topshop x CALM campaign promotes World Mental Health Day

Topshop Topman CALM campaign includes new clothing care label designed to promote mental wellbeing

Creative agency Havas London has partnered with the Campaign Against Living Miserably (CALM), Topshop and Topman to create a revolutionary new clothing care label designed to promote mental wellbeing and self-care in young people.

Playing on the idea that all clothing has a care label inside with instructions on how to look after it, this oversized care label is designed to be stitched to the outside of clothing, encouraging people to instead look after themselves. It features self-care messaging and information about CALM’s helpline – riffing on the campaign’s hashtag #LetWhatsInsideOut to stimulate conversation around young people opening up.

It launches today on Topshop and Topman’s new Care Sewn In collection – a new clothing range comprising 13 garments across tees, hoodies and sweats, and the latest initiative in the fashion brands’ long-term and on-going collaboration with CALM.

topshop CALM campaign 1

topshop CALM campaign 2

topshop CALM campaignThe assortment, which also features icons and slogans related to mental wellbeing, launches in selected Topshop Topman UK stores to coincide with World Mental Health Day. It is fronted by model and voluble supporter of body positivity Emily Bador, along with model, artist and mental health advocate Reece King. £5 from every garment sold will be donated to help fund CALM’s lifesaving helpline and webchat.

The care label is part of the wider #LetWhatsInsideOut philosophy devised by Havas for CALM, which encourages young people to talk about, rather than bottle up, their feelings, focus on self-care and change behaviours to improve mental wellbeing. It also includes a social campaign and cinema and out-of-home executions, via a number of pro-bono media placements secured by sister agency Havas Media in support of the campaign.

Each uses smart, striking design elements – cinematography and sound design in the film, which was directed by Havas London creative John Ogunmuyiwa through UNIT9, and typography in the OOH – to bring to life both the feeling of internal chaos that comes from bottling up your feelings, and the relief that comes from letting what’s inside out.

Mark Whelan, Chief Creative Officer, Havas UK, said: “All clothing has a care label inside telling you how to look after it. Our idea was to create a care label on the outside, encouraging people to look after themselves. Huge credit to Topshop, Topman and CALM for throwing their considerable weight behind such a simple yet powerful idea to create something so meaningful. Through the money generated from sales and the conversations that will be started, hopefully this initiative will have a real-world impact.”

Simon Gunning, CEO, CALM, added: “We’re delighted to welcome Topshop into our amazing ongoing relationship with Topman. By partnering with both of these iconic brands for the Care Sewn In campaign we hope to raise awareness and provide solutions to even more young people.”

Jason Griffiths, Brand Communications Director, Topshop Topman, commented: “We chose to launch the first phase of our Care Sewn In initiative to coincide with World Mental Health Day as well as at a time when ‘back to college’ is a focus for students and young people. We know that this is a time where many are faced with the pressures of starting or returning to education. By partnering with CALM we hope to empower young individuals to self-care, change the conversation around mental health and encourage peer-to-peer support so that no one suffers alone.”

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Leo Burnett LDN gets BBH’s Carly Avener as new Managing Director

Leo Burnett London has appointed Carly Avener as Managing Director; she had previously held the role of Managing Partner at BBH.

Avener has been placed in charge of the day-to-day running and operations of the agency, with over 16 years of experience in advertising. She will report to Charlie Rudd and will be working Leo Burnett’s existing clients such as Iceland, McDonald’s, Betfair, and most recently Gulf Oil. Avener will also work alongside the leadership team, Chaka Sobhani (CCO) and Josh Bullmore (CSO).

Her years of experience are not without merit. In 2018, she led Burger King’s brand repositioning and relaunched The Whopper. Her work also includes developing the ground-breaking AR immersive experience called Doorways for Samsung in partnership with Family Guy.

Before saying yes to Leo Burnett London, Avener worked at BBH where she launched and ran the agency’s social media specialism and brand experience output working with clients such as Next, Burberry, Mentos, Burger King, and Samsung.

Prior to that, she also worked at McCann Erickson for accounts like Microsoft, American Airlines, and Co-op accounts.

McDonald’s, Microsoft, and Samsung are all winners of the World Branding Awards.

Charlie Rudd, CEO of Leo Burnett London and Fallon London expressed in a statement his delight that Avener is joining the agency. From experience from working together several years prior, Rudd knows that she’s a “proper superstar.” He believes that her recent experience will ensure the agency gets to ever better work, faster.

Carly Avener added: “It is a really exciting time to be at Leo Burnett right now and I have seen the agency go from strength to strength. Their iconic work is famous across the UK and I cannot wait to get started.”

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