A BLOG ABOUT COMMUNICATING COMPETITIVE ADVANTAGE
  • Brian Faulkner
  • Blog
  • CONTACT

Communicating Powerful Product Benefits.

9/2/2015

1 Comment

 
Picture- Images © 2015 by Brian E. Faulkner -
I was brought up short in the supermarket the other day by a bag of pretzels, which is not typically on my radar.  Last time I had a pretzel probably was some time in 1978.

But this bag of pretzels intrigued.  Yes, it had snappy packaging, done up in colors to attract the eye.   What was more intriguing, however – and more important in convincing me to stop for a closer look, was the product’s prominent positioning. 

The first word that caught my eye was “UNIQUE” – equal in weight to the product’s name: Splits.  A banner at the top of the bag proclaimed “The Original Split-Open Pretzel.” 

Since I’d never heard of a split-open pretzel and had no idea whether being split-open was a marketable pretzel attribute, I read on.  Further down the package, three prominent arrows pointed to a big pretzel, along with a few short lines of text for each benefit:

Bubbles: Bursting with Tantalizing Flavor.
Deep Grooves: Packing a Serious Pretzel Crunch
Beneath The Surface: Hollow Pockets Create a Crisply, Flavorful Bite.
It’s abundantly clear from their key message that Unique Splits Pretzel Bakery of Reading, PA has decided that slightly bulging surfaces, grooves and tiny pockets of air buried in their pretzel would make them more crunchy and appealing.   True or not, they got my attention!  And the taste test later at home convinced me that they had a good pretzel, although the added value of the benefits they cited were lost on me, although I’m ready to admit that a pretzel aficionado may have picked up on them immediately.

The benefits don’t stop there.  The Splits package also proclaims that their product has more flavor, fewer ingredients (no sugars, malts, preservatives, colors, trans fats) … and smarter baking.

“The Spannuth Family started baking hard and soft pretzels back in the late 1800s,”according to their Web site and a blurb on the back of the package.  “The demand for our hard pretzels increased rapidly because of our ‘Unique’ baking process” that allowed the raw pretzel to “burst open,” creating bubbles and crevices that are “crispy, yet crunchy, and filled with flavor.”  Which is why they started calling them “Splits”. 

Splits come in multitudinous varieties, too: multi-grain, extra dark, unsalted, chocolate covered (yum!) and my future favorite, Bacon Cheddar Flavor Shocked “Shells” (they’re hollow, which makes them more like a potato chip than a pretzel).

If the pretzel itself isn’t the non plus ultra of pretzels (at least for me), the company’s positioning and benefits presentation -- their product story -- is close to perfect and certainly approach “UNIQUE”.  

TakeAway:  Don’t be hesitant about stepping forward with your product benefits – especially if they clearly set your offering apart from competitors. 

Content © 2015 by Brian E. Faulkner   

1 Comment

Lose The Battle, Win The War.

8/17/2015

0 Comments

 
Picture- Damaged Millionth Corvette, National Corvette Museum -
Bad News.  It knocks on all our doors eventually -- the kind that arrives unexpectedly, like a sunny day thunderclap.  Perhaps a fast moving tornado rips without warning through your neighborhood, leaving incomprehensible destruction behind.  Or a fire destroys your house.

For the staff, members and fans of the National Corvette Museum in Bowling Green, Kentucky, bad news came during the early morning hours of February 12, 2014 when a sinkhole opened up under its Skydome display area.  Security camera footage shows something like a million dollars worth of prized Corvettes tumbling thirty feet into a 40 x 60-foot chasm where they were crushed by tons of dirt, rocks, concrete and other Corvettes.  Fortunately, three were not damaged beyond repair.  Five of the iconic sports cars, however, were crushed nearly flat and can’t be fixed.  Eighteen months later, the hole has been filled in, and the museum awaits restoration of the final damaged Corvette.

The fascinating twist in all of this is that museum attendance has increased significantly since those dark days two winters ago as Corvette aficionados in far greater numbers stop by to see the hole and inspect the damaged cars on display.  The sinkhole has been filled in and the floor repaired.  And the museum staff, who work among seemingly endless displays created around the Corvette theme, remain optimistic that publicity generated by the event will keep fans coming.

“People just really enjoy hearing the story and like seeing the damage,” spokesperson Katie Frassinelli said, in a story reported by Associated Press.  “I guess it’s the rubberneck effect.”

We all get that.  It borders on shocking to see violent damage inflicted on a Corvette or some other finely crafted machine that’s been whacked or crushed or flooded – like the rows of new Volkswagens destroyed in last week’s Tianjin, China explosion and fire. 

But what I don’t get is how little story about the sinkhole event there is on the Corvette Museum’s Web site, which, given all the notoriety and increased attendance, should be featured more prominently – or at least be directly accessible from the site’s landing page.  I had to hunt and hunt and hunt before I found mention of the sinkhole ‘Vettes and even sat patiently through a breathlessly paced video that I thought might contain footage of the cars tumbling toward their fate – or the sinkhole’s after effects; it did not. 

To their credit, the museum has embraced what at first must have seemed like a nightmare and has turned it into a plus.  They just need to let the world know about it more effectively – front and center.  They need more story, because as no less a personage than The Donald has said,

“Sometimes by losing a battle you find a new way to win the war.”

TakeAway:  Shine up that bad apple and put it to work for your business.

Content © by Brian Faulkner

0 Comments

Car Insurance Seen in a Whole New LIght.

7/27/2015

0 Comments

 
Picture
For some time now, I've been aware of -- and impressed by -- Liberty Mutual's Whole New Light TV campaign.  Every time I see one of their spots, which feature everyday folks musing by a shoreline with the Statue of Liberty in the background, I pay attention. The ads work because of their simplicity, because of  story, because of the “real” talent they’ve chosen and because each spot presents a common insurance frustration that viewers can identify with immediately:

“You’re driving along, having a perfectly nice day, when out of nowhere a pickup truck slams into your brand new car.  One second it wasn’t there, and the next second – BOOM! – you had your first accident.  Now you have to make your first claim.  So you talk to your insurance company, and – BOOM! – you’re blindsided for a second time: They won’t give you enough money to replace your brand new car. 


        (pregnant pause)

Don’t those people know you’re already shaken up?”

I love the reference to “those people”.  We all know who they are.

The story goes on:  Liberty Mutual not only replaces the new car but also includes the value of depreciation.  Another spot in the series offers to replace a policyholder’s older car with one a whole model year newer. 

“You should feel good about your choice of insurance,” Liberty Mutual’s Web site informs us.  “That’s why our new campaign aims to shine a light on this otherwise confusing category.”

Amen to that! Insurance, whether auto, health, homeowner or life, all too often seems like a costly crap shoot, despite the assuring words used to sell us our policies.  So it’s refreshing to see a straight-talking sales pitch based on credible slice-of-life situations – without yammering on so much about price (the up to $423 you can save to switch is slipped in toward the end of the spot -- frosting on the cake compared to the main benefit). 

If I hadn’t experienced such consistently good customer service from my State Farm agent over the years, which is a personal rather than corporate competitive appeal, I’d be tempted to give Liberty Mutual a shot at my business because of their common sense advertising – but would be less likely to change companies for a 15% price difference, even if offered up by a cute green gecko. 

Pure and simple, Liberty Mutual has done a superb job of communicating their competitive advantage.  Their tagline is so strong that price may not even matter: car insurance seen in a whole new light. 

TakeAway:  Create an authentic and credible competitive advantage.  Then, present it in terms that people can rally around; they will be more likely to want to buy your product or service.

Content © by Brian E. Faulkner



0 Comments

TaglineS 101: Nobody Says It Better Than Dr. Hansen.

6/1/2015

0 Comments

 
Picture- Image © by Brian E. Faulkner -
Tags:  Carolina Men's Clinic, R. J. Reynolds Tobacco Company, Camel cigarettes.
Driving north from Charlotte on 1-77 last week my ear caught a radio commercial for The Carolina Men’s Clinic, which is said to be unusually effective at helping men overcome their E.D. issues.  I listened all the way through the spot because I was too tired to reach over and change the station -- stuck in the predictable afternoon clot of traffic where lanes constrict from three to two, an event so normal that the traffic reporters pretty much ignore it.   

I find E.D. commercials particularly irksome, whether on radio or TV, especially since I’m not in the market for release from this particular misery.  But what grabbed my attention this time was the clinic’s claim that “even urologists trust Dr. Hansen to fix their E.D.” 

What a great line, akin to a shoe store bragging about how many podiatrists shop there.   I liked the line so much that I laughed out loud and began listening for the clinic’s spot during subsequent trips to Charlotte.

I have no idea how well the good doc’s treatment works (they claim a 92% success rate vs. a substantial failure rate for the branded pills hawked on TV) and remain mystified how a board certified family practice physician with a background in osteopathy established a clinic to treat men with sexual dysfunction in the first place.   It may be as simple as finding a need and filling it; the need certainly seems to be there.

Another thing I liked about his spot was the promise of a non-intimidating experience -- plus proof in the pudding: treatment guaranteed to work or you get your $199 fee back.  Dr. Hansen may be effective (or not), but either way there’s a lesson here to learn about communicating competitive advantage: 

     (1)  Understand what sets your product or service apart from everybody else’s.

     (2)  State your difference in a few compelling, memorable, authentic words.

     (3)  If possible, have your tagline tell a story.

When I was a young teen being led astray by the tobacco industry, an R. J. Reynolds Tobacco Company ad claimed that doctors preferred smoking Camel cigarettes.   I ended up smoking them, too, lured in part by my parents’ example and by RJR's compelling ad, even though their proposition made no sense.  But lots of people smoked in those days; it was socially acceptable – even expected.   So how bad could it be if More Doctors smoke Camels than any other cigarette (according to a nationwide survey)?   T
he toughest guys and most elegant women in the movies all smoked ...

I don’t know how well Dr. Hansen’s bit of clever copywriting is working for him, but the lesson here is clear:  his radio spot DID get my attention and DID make me remember what sets the Carolina Men’s Clinic apart, thanks to a handful of ear-catching, memorable words.     

Dr. Hansen doesn’t use the “urologist” claim as a formal tagline, but dontcha think he should?

TakeAway:  A tagline that tells a solid strategic story gathers ears and changes minds.


Content © by Brian E. Faulkner

0 Comments

Subaru Love:  IT'S All About Story.

4/30/2015

0 Comments

 
Picture- Image © Brian E. Faulkner -
Tags:  Subaru, Whole Foods, Trader Joe’s, Nikon, Kodak

Do you own a Subaru?  

If so, you probably love it – because a Subaru is versatile, safe, lasts a long time, is great to haul pets around in, performs well, makes a statement about larger community issues and drives you to adventure. 

People write love letters to Subaru:

Dear Subaru,
This morning was cool and although it had not rained, the road was damp from morning dew. I was driving in the left lane of a two lane highway. I came over a crest in the road to find three cars stopped in the right lane …
Somehow, the driver of that Subaru, a 2013 Legacy sedan, not only avoided an almost certainly serious accident – twice – but escaped without a scratch on either him or his car, thanks to the Subaru’s handling. 
My Subie never skidded uncontrollably. It never failed me. I cleared the entire accident scene completely unscathed. I love my Legacy today, not for helping survive an accident but for completely saving me from having one. Thank you Subaru, you've earned my respect, my gratitude and my loyalty.  
Marketers who want customers to maximize the use and enjoyment of their products will do well to take a page from Subaru’s book.   More than any brand of any product category I can think of, Subaru has consistently and successfully painted a compelling picture of customers in their target market – in their advertising and on their Web site.  The idea, of course, is that if you see yourself reflected in product marketing, you’re likely to want to buy that product, which is one reason why Subaru’s conquest sales are so high.

Subaru buyers are relatively young, well-educated and have higher incomes than the average car buyer.  And they are thrifty; according to a 2011 study, 36% of Subaru customers pay cash.   They support causes, too; check out the first Subaru you come to in a Whole Foods or Trader Joe’s parking lot.  Its bumpers likely will be festooned with stickers heralding all kinds of political and environmental values. 

Last year, my 30-something daughter and son-in-law, who live in the Pacific Northwest, one of Subaru’s strongest markets, bought a slate gray Subaru Forester.  Their family of three fit the car’s profile to a T, and as you might suspect, they did not choose their Subaru on a whim.  They knew what they wanted and went for it, after riding for years in a blue ’78 Volvo 240 wagon (that my daughter now uses to transport her landscaping tools). 

I think people “tune-in” to Subaru, and when they buy one, it seems to be an experience-based decision – plus a dash of emotion.

“The brand has a razor-sharp understanding of its owners,” writes MediaPost automotive reporter Karl Greenberg in an article profiling a Subaru TV spot that ran last September.  You may recall the ad:  a hippie grandmother tries to explain her long-ago “Summer of Love” to a young granddaughter, both of them riding in the back of the family Outback while Mom and Dad look on quizzically in the rear view mirror.  In a single creative sweep, Subaru stretches their appeal over two-plus generations while airing a spot people enjoy – and remember.   The entire family ends up hugging a tree.

Subaru is strong on story.  No matter where you go on their Web site, you’re never far from one:
Dear Subaru,
This is the story of my wonderful parents.  After 65 years of working his whole life, my father and my ‘stay at home’ mom embarked upon a cross-country adventure with their dog Buck, a Subaru Outback and a small teardrop trailer … following their dream to travel the country.  After a lot of planning they set off from the Florida Panhandle all the way to Washington State and back.  I cannot help but think they are using their Outback for the EXACT purpose it was made.  They are wonderful people and deserve to enjoy life …”

Nikon gives cameras to ordinary people and then posts their pictures online, a story without words.  Kodak understood that a long time ago; they didn’t sell film as much as they sold pictures.  Story was at the center of their marketing strategy … and should be at yours.   Because it’s the only way to get into people hearts.  And stay there.

“What makes a Subaru a Subaru?” the company asks.   The answer, of course, is … LOVE.   

TakeAway:  Sell the experience, sell the enjoyment.  Sell the pleasure of using your product.  Then the customers you want most will want you, too.

Content © Brian E. Faulkner

0 Comments

Krispy Kreme's Lost Love.

6/7/2014

0 Comments

 
PictureImage © by Brian E. Faulkner
Krispy Kreme is more a dream than a donut.  Anybody who’s ever tasted one knows it.  Whether last week, last year or a lifetime ago, a hot-from-the-shop Krispy Kreme donut is one of the few things you can experience the first time all over again.  Even first kisses fade, but Krispy Kreme lingers.

Once you’ve encountered this exquisite life’s experience masquerading as a donut, you don’t forget.  And look forward to your next first taste.

So what’s up with the erratic market performance of this iconic American brand?  Sure, management stumbled a few years back and had to retrench.  Sure, the shrill voices of the sugar police rose against them – not to mention the carb patrol and the trans-fat fighters.  The Great Recession also hurt the company (stand in line).  But here’s what truly ails Krispy Kreme:

They’ve lost the threads of their brand story.

Krispy Kreme used to have it made.  People loved the delectable treat with the power to steal their hearts, and the Winston-Salem, North Carolina company was the rising star of donut retailers with a share of mind that outdistanced even its much bigger rival, Dunkin’ Donuts.  Up until about ten years ago, they rode a wave of popularity that bordered on cultishness.  Entering the 21st century, it looked like Krispy Kreme could do no wrong.  Its franchises were costly but promised a stellar return on investment and guaranteed an enviable place in America’s popular psyche (picture here the mythological Psyche, object of Cupid’s desire).   

One new store in Washington State, where the mythical appeal of Krispy Kreme’s awful goodness had stirred up a willing crowd, was said to have grossed $454,000 in the first week.  By comparison, the average McDonald’s at the time (around 2004) was generating approximately $1.5-million in sales annually.  It wasn’t unusual for a new store to attract long lines of people patiently waiting to become Krispy Kreme customers.  But not any more.  Today’s new store openings have to promote “free donuts for a year” to attract a crowd that used to come unbidden.

The company seems to have gone a long way toward fixing their organizational and financial issues, despite the latent skepticism that dogs them on Wall Street.  Much is reported about their stock price performance and management changes these days, but there’s little talk of Krispy Kreme the brand, the Pied Piper of donuts, whose products should be liberally passed around the mighty New York investment houses early every morning, accompanied by cups of Krispy Kreme’s excellent coffee.  That would turn ‘em around!  Even the stubbornest of sugar deniers among them would succumb quickly upon experiencing the first-time pleasure of each warm Krispy Kreme signature glazed donut (a hot Krispy Kreme is heavenly; a cold one is just different).
 
So is there magic still left in Krispy Kreme?  As one who lives near their headquarters and has watched the company’s fortunes rise and fall for a long time, I hope so. The brand may still live in our hearts, but it’s up to Krispy Kreme to remind us from time to time -- to keep telling their story.

TakeAway:  If you have a brand people love, treat it like the rare treasure it is, lest it tarnish and fade away.
Tags:  Krispy Kreme, Dunkin’ Donuts

Content © by Brian E. Faulkner

About Brian Faulkner:

Brian Faulkner is a content and strategic communication writer.  He helps clients come up with words to set their businesses, brands and products apart and attract the customers they want most.  His strategic insights, and the words that go with them, have made a significant, often immediate difference for client companies over many years.  He thrives on strategic communication problem solving, complex subjects, new ideas, concepts-as-products, challenging marketing situations and demanding deadlines.  His "sweet spot" is smaller to moderate sized consumer products, retail, service and manufacturing companies that may have struggled to find just the right words to position their business, brands or products to competitive advantage.

Brian also is a five-time Emmy award winning Public Television writer and narrator of UNC-TV’s popular Our State magazine series, on the air since 2003.  

0 Comments



    sample blog:

    This is a sample blog  for writer Brian E. Faulkner.  It presents stories about brands that do (or don't) communicate competitive advantage effectively. Stories have been gleaned from the business press, personal experience and occasional interviews. New articles are added from time to time, and every so often there will be a post of general interest -- about things like success, passion, social trends, etc. 

    Author

    Brian Faulkner is a writer and strategic communication consultant who helps business clients explain their competitive advantage in compelling and enduring ways.
     
    He also is a five-time Emmy award winning Public Television writer & narrator for a highly-rated and well-loved magazine series.

    Picture
    Image © by Brian E. Faulkner

    Categories

    All
    Advertising
    Authenticity
    Brand Branding
    Brand & Branding
    Brand Names
    Business Culture
    Competitive Advantage
    Competitive Advantage
    Competitive Factors
    Content
    Creativity
    Culture
    Customer Satisfaction
    Differentiation
    Experience
    Flexibility
    Future
    Innovation
    Key Message
    Leadership
    Luxury
    Marketable Truth
    Marketing
    Passion
    Politics
    Positioning
    Price
    Quality
    Sales
    Service
    Small Business Marketing
    Story
    Strategic Thinking
    Taglines
    Team
    Technology
    Trends
    Values
    Vision

    Archives

    July 2019
    January 2019
    November 2016
    February 2016
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2012
    October 2011
    March 2011

    RSS Feed

Content © by Brian E. Faulkner.   All rights reserved.