13 Inspiring Marketing Quotes (And the Actions You Can Take)

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What habits have you become so comfortable with that you don’t even notice or question them? With today’s fast-paced world, businesses need to be constantly adapting and preparing for the future.

These thirteen marketing quotes (plus a bonus one!) are amongst my favourites of all time. They will hopefully excite and inspire you to consider what changes you need to make to become even more successful through a customer first strategy.

As is the tradition at C3Centricity, there is a recommended action for you to take for each quote. How many will you complete?

#1. “There may be Customers without Brands, but there are no Brands without Customers.” Anon

This has to be the most important marketing quote to remember for all of us wanting to be more customer centric. It’s also one of my favourites, as I’m sure you’ve realised!

Brands depend on customers and if companies remember this, then they can only succeed. If however they get so tied up in their products & services that they forget their customers, they may enjoy their work but their brands will always be vulnerable to competition.

“There may be Customers without Brands, but there are no Brands without Customers.” Anon #CEX #CRM #CustomerFirst #CustomerCentricity #Customers Click To Tweet

RECOMMENDED ACTION: Watch the Customer First Strategy Webinar HERE

 

#2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” Nido Qubein

One of the biggest mistakes marketing can make is to not appropriately define its target audience. It is understandably hard for a brand manager to accept that he can’t please all category users and that his target sub-category is smaller than the total category he thinks he could attract.

By trying to please everyone, we end up pleasing no one! So bite the bullet and reduce your target category size by being more precise in selecting and describing your audience.

“Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” Nido Qubein #Target #Customers #Planning Click To Tweet

RECOMMENDED ACTION: Learn the essentials of targeting HERE.

 

#3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” John Russell, President, Harley Davidson

If they aren’t already included, then every employee should have regular customer connections added to their annual objectives. Whether they are the CEO, an Executive Vice-President, a machine operator, sales clerk or brand manager, they all need to understand how their day job impacts the satisfaction of their customers.

Customer connections also inspire new thinking, can identify previously unknown issues and excite everyone to think customer first in everything they do.

“The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” John Russell, President, Harley Davidson #CustomerEngagement #CustomerUnderstanding #Customers Click To Tweet

RECOMMENDED ACTION: Sign up below for the FREE Customer First Strategy Webinar.

 


For more ideas about getting to know your customers, join the FREE Customer First Strategy Webinar. In it, I share many Tips, Tools and Templates to improve your Customer Targeting, Understanding & Engagement to Grow your Business Faster.

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#4. “If you use standard research methods you will have the same insights as everyone else.” David Nichols

When was the last time you revised your market research toolbox or refined your insight development process? It’s a rapidly changing world both technologically and societally-speaking. The methods you use to observe, understand and eventually delight your customers should be moving as fast, if not even faster, to stay in touch with the market.

“If you use standard research methods you will have the same insights as everyone else.” David Nichols #MRX #MarketResearch #Insights #CustomerInsights Click To Tweet

RECOMMENDED ACTION: Attend a 1-Day Catalyst session reviewing all your market research methodologies and metrics. Find out more HERE.

 

#5. “The structure will automatically provide the pattern for the action which follows.” Donald Curtis

There has been a lot of discussion about the new roles of the CMO, CIO and the creation of a new CCO (Chief Customer Officer) position. Perhaps it is time for your organisation to review its structure and see if it is still optimal for the business of today, as well as of tomorrow.

As mentioned above, the world is changing rapidly and you need to keep abreast of these changes to stay in the game. Who wants to find themselves the equivalent of the Kodak or Borders of 2017?

“The structure will automatically provide the pattern for the action which follows.” Donald Curtis #ActionabeInsights #Insights #Action #CustomerInsights Click To Tweet

RECOMMENDED ACTION: Develop plausible future scenarios to prepare for possible opportunities and threats. Contact us HERE.

 

#6. “Customer Service shouldn’t be a department, it should be the entire company.” Tony Hsieh, CEO Zappos

This is one of my all-time favourite quotes from a man I truly admire, for truly “getting” customer centricity. Their slogan is even “Powered by Service”! As already mentioned above, every single person in a company has a role to play in satisfying the customer.

Zappos have an integration program for all new hires – including the EVPs – that incorporates time at their call centre answering customer queries. What a great way to show a new person what the company is really about.

“Customer Service shouldn’t be a department, it should be the entire company.” Tony Hsieh, CEO Zappos #CustomerService #CEX #CRM #CustomerUnderstanding Click To Tweet

RECOMMENDED ACTION: Why not start a similar introduction programme in your own company and organise regular customer connection sessions? We can show you HOW.

 

#7. “The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.” Marcel Proust 

Marketing roll-out plansToday’s customers are very demanding which has prompted many companies to increase their innovation and new product launches. However, it has been shown that renovation is as important as innovation in keeping customers satisfied (find links to relevant articles HERE).

Instead of forcing your marketing and R&D to meet certain percentage targets of new launches, most of which will be destined to failure according to latest statistics, why not review your current offers with new eyes?

If you truly understand your customers, you will quickly find small changes that can make a significant impact on customer satisfaction and loyalty, when you take their perspective. And as an added bonus, if it solves a frustration of theirs, it might even bring you increased profits, since the perceived value will be higher than the cost.

“The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.” Marcel Proust #CEX #CRM #CustomerUnderstanding #Vision #Strategy #Planning Click To Tweet

RECOMMENDED ACTION: Download the free "Secrets of Innovation" eBook by completing the form on the right-hand side of this page.

 

#8. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos

In the past, most companies were more concerned with the reputation of their brands than they were with that of their company, other than with investors. As consumers become interested in knowing and adhering to the policies of the companies behind the brands they buy, it is vital to manage your image from both perspectives.

In addition, if your company is the brand as is the case of Coca-Cola or Red Bull, then this is vital to follow very closely. The same applies for any organisation that is considering adding their company name more prominently to their packaging.

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos #Brand #Marketing #BrandBuilding #BrandImage #BrandReputation Click To Tweet

RECOMMENDED ACTION: Review whether there are differences between your company and brand images and whether they are complementary. And book a 1-Day Catalyst Training Session to ensure you are measuring the right metrics to optimise your images.

 

#9. “The journey of a thousand miles must begin with a single step.” Chinese Proverb

Today’s customers often have more complex paths to purchase in many categories than they did in the past, so thinking of the simple awareness to loyalty funnel becomes less relevant.

In order to understand the purchasing of your brand, think information integration, as customers are becoming as savvy about products as they are about themselves. They seek out information based on the size of their budget and take the time needed to make what they consider to be an informed decision.

“The journey of a thousand miles must begin with a single step.” Chinese Proverb #Planning #Strategy #Vision #Mission Click To Tweet

RECOMMENDED ACTION: Check whether you are in every relevant touchpoint with appropriate information for them. Learn more about optimising your communications HERE.

 

#10. “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill

If your world has changed then so should the metrics you use to manage the business. Annual reviews of your KPIs should be made, if not even more frequently.

Also, review last year’s business results in comparison to the metrics you have been following. Were you correctly assessing the environment, the market and customer behaviour? If not, then it's probably time to update your KPIs.

“However beautiful the strategy, you should occasionally look at the results.” Winston Churchill #Strategy #Vision #Planning #KPIs Click To Tweet

RECOMMENDED ACTION: Review and refine your KPIs. Find out more in Chapters 37-38 of "Winning Customer Centricity."

 

#11. “The fear of being wrong is the prime inhibitor of the creative process.” Jean Bryant

Do you embrace entrepreneurship in your organisation? What happens when someone fails whilst trying something new? The more accepting you are of relevant trial and error exercises, the more likely it will be that your employees will share their more creative ideas.

If failure is punished, then they will be reluctant to try or even propose new things and your business will stagnate. This is a great time to review your ways of compensating creativeness as well as how you share learnings from failures.

RECOMMENDED ACTION: Download the FREE "Secrets to Actionable Insights" below.


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#12. “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information.” T S Eliot

Do you ever take decisions based on information or knowledge? If so then perhaps you should reconsider your insight development process.

While information and knowledge are essential to a deeper understanding of your customers, it is only when you have integrated everything you know and understand about them, that you can begin to develop insights that will positively impact your customers’ behaviour.

“Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information.” T S Eliot #Knowledge #Understanding #Information Click To Tweet

RECOMMENDED ACTION: Sign up for a 1-Day Catalyst Training Session on "Insights to Action" or "Insights to Impact." More information HERE.

 

Storytelling#13. “If you can’t sum up the story in a sentence, you don’t know what you’re talking about.” Garr Reynolds

Taking the decision to share information and understanding in a new way through storytelling, will have a profound impact on the way your employees think and remember the essential understandings of your customers.

Before every presentation ask yourself what is the one sentence that sums up everything you want to share.

If you can't come up with one, then perhaps you don't know what you're talking about, or perhaps you just need more time to practice.

“If you can’t sum up the story in a sentence, you don’t know what you’re talking about.” Garr Reynolds #StoryTelling #Stories #Summaries Click To Tweet

RECOMMENDED ACTION: Read Chapters 45-47 in "Winning Customer Centricity."

 

So there you have thirteen marketing quotes that will excite and inspire most people. And because I promised you a bonus if you read to the end, here is one more which aptly sums up all the others.

It is the one message out of all these marketing quotes from Charles Darwin which remains vital to remember in this awesomely changing world we live in.

“It is not the strongest of the species that survive, nor the most intelligent, it is those most responsive to change”

If you have your own favourite marketing quote that inspires you to change your business practices in 2017, then please share it below. We would love to hear from you and we promise we'll add it to our growing library of quotes, with appropriate credit to you. (Fame at last!)

For even more inspiring marketing quotes, why not check out our website library? it's regularly updated.

C³Centricity used images from Denyse's book "Winning Customer Centricity" in this post.

Brand Recognition and How People Recognise Brands

Brands are expressed in many ways, many of which will help build brand recognition.

I wrote a highly popular post on the topic last year, which I would recommend reading first for background, if you missed it. It’s called “What Every Marketer Needs to Know about Brand Image, Equity, Personality & Archetypes”

Since then, I’ve been thinking a lot about what brands are, above and beyond their names, logos and the product or service they offer.

Which of them have a face, a voice, an aroma, a unique packaging, a slogan or a sound that immediately identifies them? And if they do, what does it bring in addition to the brand in terms of brand recognition?

Here is a very personal perspective of some of the best examples in each area. Feel free to add your own in the comments below.

 

Face

Some of the faces which represent brands are of celebrities, others of unknown people who become celebrities.

One of the first faces I think of for a brand is Flo from Progressive. She has won the hearts of Americans over the years, with her helpful but quirky discussions with potential customers.

Flo has also made insurance less confusing and more friendly through her “girl next door” looks and sparky attitude. Here’s one of the more recent ads with Flo.

 

In 2012, an animated box was added to their campaign concepts, to represent the company’s products. Apparently, the vast number of ads with Flo – over 100 – had resulted in a “love her or hate her” relationship as some found her off-putting.

Take a look at an example below from a few years ago and decide for yourself if the animated box is better than Flo.

 

 

George Clooney has been the face of Nespresso for many years now. He started as smooth and superior, but over the years he has become more approachable, even funny. The latest commercials actually show him being injured in various ways, from falling pianos to “Mafia-type makeovers!” They are always entertaining, even for non-Nespresso drinkers.

 

 

Perhaps Nestle is trying to open their appeal to younger coffee drinkers who enjoy humour and hoping that the videos get shared on social media?

There are many other examples of “faces” that we now immediately recognise and associate with their brands. Even if some have been dropped over the years, they still maintain their strong connection:

SC Johnson’s Mr Clean and the muscle man

Quaker Oats and the Quaker.

Coca-Cola and the Polar Bear

Marlboro and the Cowboy – Darrell

Duracell / Energiser and the Pink Bunny

 

Each face is chosen to represent the brand because it fits with the values with which it wants to be linked.

The Muscle man suggests toughness, never tired, perfect for house cleaning when you want the quickest and easiest solution to difficult jobs.

The Quaker implies integrity, harmony, simplicity, perfect for natural products.

The Polar Bear is associated with cold, stimulating, refreshing liquid (ocean), perfect for a carbonated soft drink.

The Cowboy suggests independence, freedom, strength, perfect for a masculine brand.

The Bunny implies endurance. never-ending energy, perfect for a long-lasting battery.

The advantage of a cartoon character over a real person is that associations are unlikely to change. Just consider some of the recent sporting disasters which resulted in brands firing their “faces”.

 

Almost all celebrity spokespeople are required to sign an agreement containing certain moral or behavioural clauses. These give the brands the right to cancel a contract if the celebrity does something which could be damaging to the brand.  Nike has done this with Maria Sharapova, Manny Pacquiao, Michael Vick and Lance Armstrong.  Tiger Woods was apparently dropped by Gillette, Accenture, AT&T, Gatorade and Tag Heuer. Wow, that must have lowered his income somewhat!

Find out more about the challenges of choosing a face for a brand in this article on advertising law, and this one on the top 15 athletes who were dropped by their sponsors.

 

Sound / Voice / Tone

Besides the faces of celebrities, some brands have adopted a very individual voice or sound. These can be actual voices, such as the infamous Budweiser’s Wassup campaign that was first aired in 1999. (yes really that long ago!) Or the tones used in print advertising, which has become even more important with the rise of social media.

 

 

 

George Clooney is definitely a smooth talker, at least he was in the first ads he did for Nespresso. With time, he has become more self-deprecating and funny, as in the above commercial. As already suggested, perhaps Nestle wants to move its brand image and reputation to appeal (also?) to younger coffee-drinker?

 

Both Coke and Pepsi use sound to great effect. For Coke, it is the ice being dropped into a glass and then Coke being poured over it. For Pepsi, although it may have started by using the sound of the ring pull releasing the fizzing bubbles from the can, the brand now introduces unknown music performers with their “sound drop” campaign.

 

Kellogg’s believed that the reason for their success was the sound their cornflakes made when they were being eaten. In fact, they hired a Danish sound lab to recreate the Kellogg’s crunch for inclusion in their advertising. It became so identifiable and uniquely Kellogg’s Cornflakes that the company went on to patent it.

One of their latest developments is the creation of the world’s first light therapy bowl. Although only in prototype form, for now, it is part of a project to help beat SAD. I find this a particularly interesting development, that they are experimenting with adding sight to their already well-known sound.

 

Unilever’s Magnum is another brand with a distinctive sound. The ice cream is instantly recognised today from the cracking as the model bites into the chocolate coating. This sound is used at the beginning and at the end of the ads for their bars; pity the music in between is somewhat irritating, at least to me! And recently, they have added the cracking sound to the advertising for their new range of chocolate topped ice cream tubs, albeit it more discreetly.

 

 

Moving on to the tone of voice on social media, some of the best examples I’ve come across include:

 

Innocent: Would you be interested in following a Twitter account that posted about natural fruit drinks all day? Probably not, and Innocent Drinks clearly understands that. Instead of simply advertising its juice products, Innocent posts chuckle-inducing, highly relatable content. It comes across as Innocent being just a friend who is always coming out with random, yet spot-on observations of life. Who wouldn’t want to follow them on Twitter for this daily dose of fun?

Innocent on Twitter

 

Tiffany: This brand mixes product images with thoughtful commentary such as the example below. It continues its elegant, cool sophistication of its physical presence admirably. It also uses its signature colour in large blocks for instant recognition.

Tiffany on Twitter

 

 

Old Spice: Having been successfully relaunched with its “Man your man could smell like” campaign, which was directed at females, it recently moved to a more irreverent and fun tone which is particularly appealing to younger men. At least that’s what I think because most of their new ads certainly don’t appeal to me! Let me know what I’m missing in the comments, please!

Old Spice on Twitter

 

Aroma

Smell is the only one of the five senses which connects with the right-hand side of the brain. This is where creativity, emotion and hunger are processed, and memories of pleasurable experiences are stored. Therefore smell is the sense which can trigger an impulse reaction.

Branding is about creating an emotional connection with users and therefore aroma is a powerful ally in doing this.

There is little logic involved in impulse purchases! For this reason, aroma is being increasingly used to build brand recognition even further. It is a powerful yet subtle way to gain customer loyalty, especially in such industries as retail, hospitality, healthcare, finance or any enclosed environments. You find yourself feeling good in certain places without really knowing why.

Aroma is so powerful, that some brands have been created or relaunched using it as their USP. Think Herbal Essences as one example. It was originally launched as a single shampoo. But in the 1990s it was relaunched using commercials featuring women moaning with pleasure while using the product. The shampoos offered “a totally organic experience” thanks to their unique and luxurious perfumes.

Even if the groaning has gone away, the perfume of the shampoos remains the luxurious spirit of the brand, as shown in this latest commercial.

 

 

Other examples which have been launched in the past few years, positioned primarily on aroma, include Jeyes Bloo Foam Aroma and P&G’s Lenor Unstoppables™.

 

Packaging

Colour and shape are important elements of recognition. But packaging goes way beyond this today. A pack can become a brand’s signature, whether through its unique form, touch or sound. Yes, a pack can have a sound too – see the numerous examples below.

When thinking shape, Coke obviously springs to mind first, but Toblerone chocolate, Perrier water and Pringles chips also have distinctive packs. Their success can be witnessed by the copy-cat look-alike packs that have been launched by competitors ever since. In some cases even the pack’s colour is similar, making brand identification on-shelf more of a challenge.

Unique forms have also become important in a number of industries as a way of combating market saturation or stagnation. These include cigarettes, candies, condiments and perfumes. In the later, product shape plays a vital role since the bottles are transparent and the majority are colourless too. Luxury can therefore only be suggested through the caps’ materials and the form of it as well as of the bottles.

Shape can also be used as a differentiator in providing additional benefits. Think about the Heinz Ketchup squeeze bottle or the pump dispensers offered on products from cosmetics to liquid hand wash.

Companies are paying more attention to the sound their products’ packaging makes too. There is the well-known clunk of a luxury car door (not sure if we would call it a pack!), but also of the lid closing on a Pantene shampoo bottle. The click of a pen cap or mascara wand when closed are studied and evaluated so that they give just the right sound for associations with luxury or safety.

 

 

Branding is becoming ever more challenging with the explosion of products and new product offers being launched each year. Therefore to stand out from the competition, a brand needs more elements to identify its image and personality.

As I have shared, a brand’s face, voice, sound, tone, aroma and pack all increase its differentiation and enhance brand recognition.

In addition, research shows that stimulating more of a user’s senses significantly increases loyalty. It has been estimated that senses account for 25-30% of a brand’s revenue! So what are you waiting for?  

For more ideas about improving your Brand Building, check out our other content. And if you need more support then contact me here: https://c3centricity.com/contact

How to Stop Brand Decline: Following Brand Image is More than Meets the Eye

If the headline caught your eye, then you are probably challenged by a declining brand. Am I right?

Unfortunately for you, I’m not going to give you an easy five-step solution to turn around that faltering, or dying brand. And I will chastise you for letting it get that far! But I’ll also give you five ideas to help you understand why your brand is declining.

I was speaking with an ex-colleague of mine who is frustrated by her boss – aren’t we all at times? She is working on a brand that is globally doing OK, but the brand image results are beginning to show some worrying signs. The most important attributes identified for the product are all trending in the wrong direction.

Her boss continues to argue that since sales are good, why should they worry? He even went further and claimed that as the brand’s sales were doing well, there was no reason to continue to measure its image! This is just madness; wouldn’t you agree?

Brand image metrics are one of the best ways to follow the health of the brandif you are following the right attributes. 

Brand image metrics are one of the best ways to follow the health of the brand. #brand #marketing #brandimage Click To Tweet

By right I mean metrics that are relevant for the brand and the category. I have heard marketers request to measure their advertising slogans in a brand image study. This is obviously wrong, but it still comes up regularly when I’m working with a relatively inexperienced marketer. The reason you don’t is because slogans change, but the essence of a brand shouldn’t.

So if you don’t measure its advertising (directly), what should you measure? I think that the three most important areas to cover are:

  • the rational, functional benefits
  • the emotional, subjective benefits
  • the relational, cultural benefits

Let me give some examples, so you better understand:

  • Rational, Functional: removes stains, has a crunchy coating, offers 24-hour service.
  • Emotional, subjective: trustworthy brand, high quality, makes me more attractive.
  • Relational, cultural: a Swiss brand, trendy, traditional

In addition to these three image areas, I would suggest you also follow the brand’s personality and value perception. Both of these will impact its image and can provide clues to help understand changes in the image.

One further best practice is to also follow your main competitors so you have a good perspective of the category and its main selling points. Sometimes declines in image come from a competitor emphasizing an attribute for which you were previously known. As a result, although your brand hasn’t changed anything, its association with the attribute can decline due to the competitive actions.

Coming back to my friend and her manager, she asked me what she could do to persuade her boss to continue measuring brand image. This is what I told her to discuss with him.

  1. Review the attributes that have been measured, especially those showing the largest changes. Can you agree on why these have happened? Are you measuring the right metrics that cover the category or are you in need of updating them? Markets change and perhaps your attributes no longer reflect the latest sensitivities. This might be the reason for the image declines while sales continue to rise because the brand corresponds to these new customer needs and desires.
  2. Review customer care line discussions to see what customers are calling in about. See if there are any comments that tie in with the image attribute changes. These discussions will also highlight any areas that you are not currently following in your image tracker – see #1.
  3. Review your customer persona. Have you followed their changes or are you appealing to a new segment of users? If the latter, this might explain the sales increases. However, if you are measuring your brand image on a sub-group of category users that no longer reflect your current customers, this could explain the decreasing metrics. For more information on how to complete a detailed persona description, check out “How well do you know your customers?”
  4. Review market dynamics. If you are following sales and not share, you may be losing customers to other brands which are driving market growth. This might explain why sales are growing, but the image is declining.
  5. Review social media discussion. Today we have the luxury of finding out what people really think about a brand from discussions on social media. If your brand has a solid following or a respected customer base that shares their experience online, then this is a great way to know what is working and what is not. People tend to share negative experiences more than positive ones, so rather than taking offence we can obtain valuable information about a brand’s vulnerabilities.

These five areas will make for a lively discussion for my friend and her boss. They should also provide the necessary information for you to slow and hopefully reverse the negative sales trend of your brand. Of course, once you have the knowledge on what to do, you will need to take appropriate actions, but I’ll cover that in another post.

Have you tried other ways to manage a declining brand? Have I missed other actions to take to better understand what is happening? If so I’d love you to share your own experiences.

Winning customer centricityThis post includes concepts and images from Denyse’s book  Winning Customer Centricity. You can buy it in Hardback, Paperback or EBook format in the members area, where you will also find downloadable templates and usually a discount code too.

The book is also available on Amazon, Barnes and Noble, iBook and in all good bookstores. If you prefer an Audiobook version, or even integrated with Kindle using Amazon’s new Whispersync service, it’s coming soon!

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