What Struggling Brands Have in Common With Week-Old Croissants

Crack open a nice can of crisp, bubbly, and refreshing value that comes with giving your longstanding brand a makeover or facelift.

Human relationships are fairly predictable. First, we fall in love. We can’t wait to tell everyone, both online and off. After a few years, the magic fades and we start exploring our options. Of course, we’re not talking about relationships between people here, but rather how people treat their relationships with their favorite brands. Consumers fall in and out of love quickly — and companies often need a good brand positioning agency to keep that relationship viable.
Why are brand relationships with consumers often so fleeting? It’s simple: Even the world’s most compelling branding can turn staler than last week’s croissant if it isn’t updated and refreshed regularly.

Why a famous refreshments brand opted for its own refresh

While it might seem foolish to tinker with an icon, even the most beloved brands benefit from an occasional facelift. In fact, longstanding brands often benefit the most from an update. One example is Pepsi, which recently re-positioned its brand around a new tagline: “For the Love of It.”

Pepsi has rolled out its new tagline in more than 100 markets worldwide. Roberto Rios, Pepsi’s SVP for Global  Marketing, said the new jingle is a call to arms or sorts, serving as a “rally cry” for people to “go all in for the things they love.”

The new tagline is also accompanied by a new product jingle performed by singers and dancers from 14 different nations. Pepsi also chose to add new can designs to its brand refresh, with new typography and slogans, including “Max Taste No Regrets” and “With Mischief and Love.”

These changes represented the first significant refresh in seven years for the beverage giant, whose last major brand update was built around the “Live for Now” tagline — the same tagline that featured prominently in Kylie Jenner’s much-discussed (and much-critiqued) 2017 Pepsi ad.

The benefits of a brand makeover

Unlike a rebrand, which is a top to bottom re-imagination, a brand refresh functions more along the lines of a makeover. Even the most popular brands become stale over time. That’s not due to any inherent flaws, but rather, public taste and sentiment is ever changing, and brands need to ensure that their identity remains aligned with these shifts.

Because a brand refresh is less comprehensive, many of the changes come closer to the margins. In the case of Pepsi, these changes meant a new tagline, new can designs, a song, and some other supporting marketing materials. Other typical changes may include new color schemes, new slogans, new product names, and new designs.

By introducing new elements, a brand positioning agency can assist companies in offering audiences a gentle reminder that they are still around and relevant. For legacy brands such as Pepsi, this is a critical strategic objective. The product, is omnipresent and fairly unexciting. For as long as any of us can remember, it’s been in existence. At restaurants, retail stores, stadiums, concert venues etc., cola is part of the landscape. That’s not exactly a recipe for fierce brand loyalty.

This means that it’s incumbent upon Pepsi’s branding to build and sustain consumer relationships. Consumers grow old and change with age. Pepsi doesn’t, so a refresh is necessary every five-to-ten years to help each generation identify (and ideally fall in love) with the brand.

The takeaway

At BIGEYE, we believe that the right brand positioning agency can make a critical difference in the ultimate success or failure of any small to mid-sized business. If you’re part of an established brand that isn’t gaining enough market traction, it could be time to consider a well-executed refresh.

Contact us today to learn how we combine market research, advanced technology, and creative talent to design brand refreshes that truly move the needle.

How Brand Strategy Firms Respond to People Un-Friending Facebook

Whether you’re a top brand strategy firm — or merely a casual social media user — you’ve probably noticed that young people are un-friending Facebook in droves in favor of Instagram and other platforms.
The statistics are enough to keep Mark Zuckerberg up at night: According to Pew Research, 71% of Americans aged 13 to 17 reported using Facebook in 2015. By 2018, that number had dropped to just 51%. Meanwhile, Instagram’s numbers have reversed among teens, rising to 72% today from 52% in 2015. Snapchat and Youtube have also seen sizable increases.

So what do these platforms possess that Facebook lacks? And how should brands, like yours, respond?

Let’s take a closer look.

Why Facebook has become “platform non grata” among younger users

One of the reasons why Facebook has fallen out of favor with younger users is “context collapse”. This concept describes how the various identities that people possess (the way they choose to present themselves to others) overlap and sometimes conflict across networks.

In the case of Facebook, it works like this: Someone creates an account, and friends a few hundred people. Some are close friends offline, but most are merely acquaintances or friends of friends — people we rarely interact with in person. Over time, Facebook users may grow uncomfortable with the idea of sharing personal stories or information with people they rarely see or don’t know that well. Yet they may still wish to share with people in their network who are closer to them.

Another example: A Facebook user who has friended work colleagues may feel uncomfortable with sharing photos and video of a recent night out celebrating. The context — and the intended audiences — are in conflict.

Facebook has made attempts to remedy this issue (allowing users to designate audiences for posts and create smaller groups that friends can be sorted into). Yet these are hardly the kind of simple, frictionless solutions that appeal to younger users.

This desire to avoid sharing with people on the periphery of one’s social circle is even more pronounced among younger social media users. Platforms such as Instagram and Snapchat are better suited to this tendency by their very design, which focuses on more narrowly tailored sharing and smaller groups.

Additionally, Facebook’s newsfeed — once an incredible innovation in its own right — has become a source of frustration for many users, stuffed with old or irrelevant content. The innovative features recently developed by Facebook’s rivals (like stories, stickers, lenses etc.) are much more in tune with how younger people wish to consume content.

How brands should respond

The numbers don’t lie: There is a mass movement away from Facebook by young people, and brand strategy firms need to respond accordingly. If a campaign is needed to target a younger demographic, Instagram, not Facebook, should be the primary platform under consideration. All content (and all business accounts) should, therefore, be optimized for Instagram.

Instagram stories, when used properly, is a powerful tool for reaching younger audiences. The feature has been enormously popular since its 2017 rollout (enough to make Facebook commission its own version) and has deepened engagement, especially among young users. Research shows that Instagram users under 25 are now spending 32 minutes per day on the platform.

By adding polls, links and other features to Instagram stories – and brand strategy firms designing all ads and content in a format that’s optimized for younger viewers — brands can ensure they stay on the right side of recent trends.

How BIGEYE helps brands reach young audiences

It is our mission to stay at the vanguard of important trends. Whether it involves social, marketing, advertising or technology, we’re always focused on what’s next.

If your brand could benefit from a truly forward-focused approach, please reach out today.

A Brand Positioning Agency Changed How America Eats Burritos

For years, Taco Bell had something close to a monopoly on fast Tex-Mex food. The menu certainly wasn’t gourmet — or even particularly good for you — but the company was resoundingly successful.
And then Chipotle came along.

Though it began as a small operation in Denver in the 1990s, Chipotle expanded fast, thanks in part to its pioneering “fast casual” approach. That was merely the prelude for one of the most extraordinary growth stories in the archives of the food business — a success story that was driven by just one partnership.

A brand positioning agency.

How brilliant brand positioning helped “Burrito David” challenge “Taco Goliath”

In a little more than a decade, Chipotle grew from a modest local Colorado burrito shop to a billion-dollar enterprise with 500 locations. Not only was the company continuously listed among the fastest-growing businesses in the United States, but it was also applauded for the quality and flavor of its products.

The truth, however, is that Chipotle didn’t invent its famous overstuffed “mission-style” burrito, a delicacy Californians have enjoyed since the 1960s. They did, however, build one of the restaurant industry’s most effective brand campaigns around their fast-casual offerings.

Taco Bell, which owned virtually all of the national fast-food Tex-Mex market, didn’t focus its marketing on food quality, eating experience or health. Instead, Taco Bell ran a multi-year ad campaign detailing the madcap adventures of a taco-crazed Chihuahua.

While “Yo queiro Taco Bell” was certainly clever and cute, it also wasn’t in tune with the ever-evolving consumer attitudes and preferences. Cheap, fast food of dubious quality was out — and cleaner, healthier, better-tasting dishes served in brighter and sleeker settings was in.

Chipotle’s marketing capitalized on this trend by printing clever jokes on its cups and cultivating a hip environment in its restaurant locations. Their marketing campaigns ruthlessly highlighted the differences between Chipotle’s approach and that of Taco Bell. They made the case that not only was Chipotle higher quality it was also operating on a higher ethical plane.

One example: Chipotle commissioned a stop-motion short film that promoted organic, sustainable farming (and their own superior ingredients), set to a soundtrack of Willie Nelson covering Coldplay.

Later, in advance of Halloween, they released a Tim Burton-style short film that starred a scarecrow in moral conflict about the (very tangential) role he was playing in factory farming. The video, which was set to Fiona Apple covering a song from “Charlie and the Chocolate Factory,” was also tied into a mobile gaming app with an anti-factory farming message.

These clever creative gambits helped position Chipotle as a fast-casual cuisine that you could feel good about eating. Not only was it elevated above the déclassé level of fast food, but it was also smart, ethical and in tune with changing tastes.

Though the company eventually had to deal with some turbulence caused by food-borne illnesses, sales are up, and Chipotle’s future is looking brighter than ever.

This is the kind of powerful brand positioning that can shake up an industry. In Chipotle’s case, it helped the company become a global juggernaut and the first serious rival to Taco Bell’s Tex-Mex hegemony.

What the right brand positioning agency can do for you

Even though the company has had some recent, queso-related missteps, Chipotle has always been a favorite at the BIGEYE offices, and it’s not just the bowls and burritos. We’ve loved their story, and you should too.

The right brand positioning agency can take a company to the next level — and we’d be happy to show you how. Reach out to our branding team today!

How an Influencer Agency Connects You with Industry Trendsetters

In the scary, dark, pre-internet days, pretty much all you had to rely on when choosing a product or service was what each company had to say about itself. Thankfully the internet is thriving and here to stay, plus there are better and more reliable ways to get an unbiased opinion.
People with in-depth knowledge about consumer needs and the best way to meet those needs — so-called “influencers”— are happy to share their insights about a particular product or service. In fact, for many of them, that’s all they do.

If your business has quality offerings, an influencer agency can help connect you with an influencer who will review and talk about your product or service with their eager and engaged audience. The results? A new, relatable voice for your company to work with.

Reap the benefits of working with an influencer agency

Establishing a relationship with an influencer (which is not always an easy feat) can provide a bunch of benefits for your company.

Immediate trust

If you have not already experienced the frustration, building trust in your target market can take months, if not years, on your own. Audiences, however, trust the influencers they follow. Obviously, that’s one of the reasons they follow them! If the influencer speaks highly of your product or service… bingo! They’ve effectively transferred their followers’ trust to you.

Increased awareness

Brand positioning is key to a business’ success. If the right influencer recommends your company, you’ve immediately raised your profile and secured a key piece of marketing turf.

Enhanced content marketing strategy

When you reach a point with an influencer that they are willing to share your material with their followers, you now have a new platform for your content marketing efforts.

Increased partnership opportunities

Prospective customers aren’t the only people who listen to influencers. Potential business partners do as well. Sharing your story through an influencer you’ve found with the help of an influencer agency can lead to connections with organizations whose offerings complement and enhance your own.

Improved search engine optimization (SEO)

If recognized industry experts create links from their websites to yours, the search engines see your site as more credible and more important, and that can move you up in the search rankings.

Can you connect with influencers on your own? Maybe…

There’s no rule that says you have to go through an influencer agency to reach an influencer. There’s also no rule that says you have to go through a grocery store to get milk for your cereal. If you’ve got the land and the know-how to raise a cow, have at it!

But, if you want to find the right influencers and approach them in the right way so that they are open to learning more about your offerings, it’s wise to leverage the expertise of an influencer agency. The truth is, awkward or overly aggressive outreach can turn off an influencer, and they tend to have long memories!

When you’re ready to get the blessing of the influencers in your market, give us a call. We’re a respected digital marketing agency that can simplify and streamline the “getting to know you” phase, so you can move more quickly into the “help us reach our target audience” phase!

You Need More than a Logo, You Need a Brand Development Company

You’ve got a cool company name. You’ve got an eye-catching logo. From a branding perspective, your company is good to go, right? Not so fast! You’re only just getting started.
Brand definition is about much more than a name and a logo. In fact, at our brand development company we advise all our clients — large and small — that there are many elements to a fully defined brand. They include:

  • Brand identity: This is the unique look of the brand, and the place where many companies incorrectly feel like their work is done.
  • Brand messaging: Beyond the way your brand looks, there’s also the way it sounds. Having carefully selected brand messaging is crucial.
  • Brand positioning: What segments of the market are you after? Once you’ve answered that question, you need to align your brand with those segments.
  • Brand strategy: Creating a brand and launching a successful brand are two very different tasks. You need to have a plan for drawing attention to your new brand identity.
  • Brand style guide: Even the most well-defined brands can end up diluted if you don’t have a document your staff can refer to for rules about brand usage. That funky font the sales team wants to use in their email marketing campaign? No can do. Consistency is one of the keys to a strong brand.

 

How you benefit from the services of a brand development company

Developing and launching a successful brand takes time and effort. Is it worth it? Oh, yes… your brand matters more than you think! There are many ways to collaborate with a brand development company to help create a unique brand identity for your business. For example:

Branding increases awareness

Even if they aren’t yet ready to become a customer, just making prospects aware of who you are and what you’re offering is helpful.

Branding differentiates your company

Your brand can help set you apart from the competition. And, in an ever-more-competitive business landscape, your ability to differentiate yourself can make a huge difference in whether you succeed or… don’t succeed!

Branding creates trust

The more your prospective customers are exposed to your brand, the more they believe you’re the “real deal” and are a company they can trust.

Branding can increase company value

The evaluation place on your company by outside experts is about more than just your assets. There is tremendous value in having people know who you are and what you stand for.

Branding increases customer loyalty

“I use that company for all my ____________.” Customers who have good experiences with a company that has a strong brand are the most loyal customers anywhere. Yes, you have to have good products and services. But back them up with a memorable visual identity and you’ve hit the jackpot!

Branding inspires your team

Not all the benefits of a strong brand are external. Your strong brand can serve as a rallying point for your employees, as well.

 

The skill and experience of your brand development company matter

No disrespect to that friend of a friend who creates logos as her side gig, but you want to work with a top Florida advertising agency with a proven track record in branding. There’s too much at stake. Brand development is an art and a science, and both skill and experience are critical.

Looking to brand or rebrand your company or a product/service offering? Talk with us about how we’ve served as the brand development company for businesses of all sizes in a wide variety of markets, and how we can craft a brand for you that gives you a competitive edge.

Advice on Social Media Stories from a Brand Positioning Agency

Social stories have only been available for a few years, but as a brand positioning agency, we quickly recognized their marketing potential. Today, our expert storytellers use social stories to put a relatable human face on the clients we work with. Humanizing an organization makes it much easier for potential customers to develop a strong relationship and affinity for their products and services.

Why stories sell

Behavior experts tell us that humans are wired for story. We have what’s been called a “story drive” that makes us hungry for information presented in this format. In fact, we know that storytelling was the primary way that our ancient ancestors communicated. You might say that cave paintings were the first Instagram!

Stories are just as important today. They are the best way to sell a product or service because we connect with them at a deeper level than we do simple information. This is extra important in a generation where our attention span has dropped below that of a goldfish (that’s a little embarrassing). People want to know at a glance what you are offering, and stories give them that information in a very quick, visual, and scannable way.

5 tips on using stories to connect with your audience

As a brand positioning agency, we’re sharing insider knowledge on leveraging social media stories:

1. Start slowly

Rather than diving headfirst into being storytellers across the social spectrum, you and your team should pick a platform and get a good feel for the medium. Instagram is a great place to start, in part because it has an excellent set of tools for creating social content.

2. Make the most of the tools available to you

Many companies get stuck using just the basic functionality on a platform. If you want to create engagement with your audience, it pays to learn about all the features a particular service has to offer so you can make your stories stand out.

3. Work up to using multiple platforms

Once you’re comfortable creating stories on one platform, start reworking and repurposing the content you create there in other places. Doing so saves you time and provides consistency for your audience.

4. Create stories that exhibit both passion and practicality

While a story that is simply entertaining will get some attention, one that also provides practical, usable information will be much more widely shared, and we can tell you just how much with our social media monitoring services.

5. Be human

The “story drive” we have makes us want to hear stories from other humans. Content that looks and sounds like it was produced by a robot won’t engage people and may turn them off. Utilizing content that is relatable and organic will draw more of a crowd.

How can our brand positioning agency help you get the most bang for your buck through the use of social media stories? The best place to start is to get in touch with our branding experts and tell us your tale.