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Breaking the Myth of "Get 'Em While They're Young"January 2008 |
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By Christie Henricks, Director, Brand Strategy and Maria Paoli, Analyst |
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It is one of the most prevalent
ideas in the brand world: capture
the brand loyalty of a person
when they are young, and they
will be yours forever.
Companies pursue this idea with
a vengeance, abandoning older
audiences to win the hearts and
minds of children, teens, and
college students. And it is one
of the biggest mistakes brand
professionals can make.
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A recent study showed that, in
fact, consumers are likely to
switch brands within a range of
product categories regardless of
age, indicating that brand
loyalty is not captured young
and held for life. A different
study conducted for AARP
echoed this finding,
demonstrating that in some
categories, older consumers
are less loyal and actually more
likely to switch brands.
+ click to continue reading and
learn 4 Steps to Success
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Case Study |
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Join Us |
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By Mike LaBianca, Strategist,
Interactive Media
Children's Hospital Los Angeles'
Patient & Family Education
Resource Center (PERC) is a
refuge for patients and families
dealing with childhood illness,
providing relevant disease,
treatment, and care information.
Staffed by a single employee,
the Center's ability to fully serve
the needs of the community was
stretched thin.
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Jason Cieslak, the Managing
Director of the Siegel+Gale Los
Angeles office, will be giving
a presentation titled "Brand
Loyalty: Aligning Your Brand with
Customer Expectations" at the
Corporate Image Conference
being held January 31 —
February 1 in New York. We
are looking forward to seeing
many of you there. If you plan on
attending, please contact us so
that we can be sure say hello!
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To address this issue, Siegel+Gale was commissioned to architect,
design, and develop the HOPE Portal, an online utility that would
bring the PERC experience online, enabling patients, families, and
healthcare professionals to easily access relevant disease, treatment,
and care content without outside assistance.
Beginning with an in-center observation, a comprehensive review of
PERC's vast catalog of website links, and a creative work session,
Siegel+Gale developed a plan to inform the development of the
HOPE Portal's key features and functionality. Based on this plan,
we recommended a 4-step questionnaire process which asks users
questions about themselves and their needs, enabling the Portal to
return relevant and helpful online resources. As a final step before
the design and development process, we conducted several days
of interviews with parents of CHLA patients, ensuring that the
experience would be as intuitive and easy to understand as possible.
The site's design is based on upon friendly, comforting, and evocative
illustrated characters making the experience both inspirational
and intuitive.
The site is scheduled to launch in February 2008.
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Siegel+Gale Recommends |
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We are proud to recommend Larry
Vincent's eye-opening guide,
Legendary Brands: Unleashing
the Power of Storytelling to
Create a Winning Marketing
Strategy. Written by one of the
newest members of the firm,
the book reveals the powerful
mythology surrounding such
revered brands as Kodak,
Starbucks, Ralph Lauren, Nike,
and many more—and urges
marketers to think like storytellers
if they want their own brands
to inspire the same kind of
fanatic loyalty. Pointing out the
connections that consumers make
between legendary brands and
their own lives, Vincent proves that
if you tell a story, they will buy.
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The Secret to Creating and Managing a
Legendary Brand is ALL in the Narrative
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Those who think storytelling
is a mystical, inaccessible art
form will discover in Legendary
Brands a practical guide to
crafting a brand narrative.
Beginning with the creation of
a "brand bible"—the ultimate
sourcebook for the brand team
and the marketing equivalent,
in many ways, of a family
scrapbook—Vincent shows
marketers how to create
characters, settings, heroes,
plot, conflict, and resolution
around the sacred belief(s) of
the consumer group. Bridging
the common gap between
brand strategy and execution,
Legendary Brands shows
marketers how to choose the
communication devices that
bring the story to life.
Through insightful interviews
with leading brand managers,
creative directors, and
strategists, as well as through
dozens of real-world examples
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of brand narrative at work in the
marketplace, Legendary Brands
underscores the importance of:
+ Using innovative (and varied)
research techniques to
determine the belief system of a
consumer group
+ Creating a brand agent—think
Starbucks or Mickey Mouse—to
embody the values the brand
represents
+ Nurturing the brand culture with
activities that draw consumer
groups together and keep the
story alive
+ Forging brand partnerships
whose narratives combine to
create synergy, not clutter or
chaos
A good story never grows
old—and the best brands
have a remarkable life span.
Legendary Brands helps
marketers avoid the pitfalls of
fad and overuse, creating a
legend with staying power.
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Contact Us |
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Jason Cieslak
Managing Director,
Los Angeles
10960 Wilshire Boulevard,
Suite 400
Los Angeles, CA 90024
T 310 312 2212
F 310 312 2202
jcieslak@siegelgale.com |
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