Archive for category Branding
O’Connor Hospital’s New Advertising Campaign: “My O’Connor Story”
It is Orange Label’s observation that, “your customers are often your best copy writers.” Authentic and candid customer comments can be one of the most relatable sources for messages you can communicate to your target market. Orange Label clients throughout the years have leveraged their own customers into powerful and integrated advertising campaigns – sharing engaging messages of success and customer benefits.
For this reason, we are excited to announce the launch of a new advertising campaign for client, O’Connor Hospital – located in San Jose, CA. The advertising campaign: “My O’Connor Story”, features real people and real stories. The campaign consists of service-line specific stories with real patient experiences. Each five week campaign will be supported by an integrated mix of local print, radio and online. In addition, O’Connor Hospital will be launching a campaign specific landing page that will show case all of the O’Connor stories. Visitors to the page will be able to browse through the featured stories and view the print ad creative for each.
“My O’Connor Story” adds a unique “realness” to O’Connor Hospital’s advertising that powerfully connects to the hospital’s positioning, It’s the Way We Care. The first story to kick-off the campaign promotes O’Connor Hospital’s Wound Care Clinic – sharing a local resident’s heart-warming story of overcoming her struggles with a diabetic wound and how the Wound Care team was able to heal her wound. With the power of the patient’s words, the story highlights the real patient benefit with O’Connor Care and tells the story of why the patient states, “I have my freedom back.” (See link to image of “My O’Connor Wound Care Story” at the bottom of the post)
“It was so inspiring to meet the O’Connor Hospital patients and listen to their stories of how O’Connor Care made a difference in their lives. The stories that will be shared this year through the “My O’Connor Story” campaign are touching, motivating and attention-grabbing… I am excited to see how these stories will encourage others to make O’Connor Hospital part of their “story” of health and healing,” said, Integrated Advertising Supervisor.
FOR IMMEDIATE RELEASE
CONTACT: Rochelle Reiter (949) 631-9900
ORANGE LABEL ART + ADVERTISING ANNOUNCES NEW CLIENT, CALMONT WIRE AND CABLE, INC.
Agency to Re-vitalize Calmont’s Brand for 2010 to Grow Business
NEWPORT BEACH, California (December 8, 2009)—Orange Label Art + Advertising, one of Orange County, Calif.’s longest-standing privately held advertising agencies, announced today that Santa-Ana based Calmont Wire and Cable, Inc., who engineers custom wire and cable solutions for a broad range of industries, has retained Orange Label Art + Advertising as their Agency of Record in order to re-launch the Calmont brand. Orange Label Art + Advertising credits Calmont’s selection to its specific branding process, including the ability to capture the “essence” of a company’s brand through creative research and design.
The opportunity in 2010 is to reignite the Calmont Wire and Cable brand such that it supports a sustainable new business strategy, produces a steady stream of qualified leads and achieves meaningful revenue and net profit growth. “We are revamping our brand image to be consistent with what we deliver to our customers,” said Bobbe Monteleone, President of Calmont.
Calmont Wire and Cable, Inc., founded in 1958, designs and manufactures wire and custom cable for medical, aerospace, military, robotics, computers, telecommunications and other precision applications requiring custom design. One of its early successes was developing extrusion technology to produce the first Hula Hoops for Wham-O. Currently, Calmont specializes in ultra-flexible and ultra-miniature wire and cable.
The Orange Label team created the positioning statement: Discover. Design. Deliver. to accurately portray the innovative and unique culture at Calmont Wire and Cable, Inc. Over the next few months, the new Calmont Wire and Cable brand will be unveiled as well as collateral and support materials. “We are excited to be working with such a talented group of people that really cares about the product they deliver and how it is delivered and used in the world,” said Rochelle Reiter, VP and Co-Owner of Orange Label Art + Advertising.
ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.
ABOUT CALMONT WIRE & CABLE, INC.:
Since 1958, Calmont Wire and Cable, Inc.’s mission has remained the same—to design and manufacture innovative technical solutions for critical applications requiring unparalleled performance. Calmont is known for supplying innovative solutions for a wide range of industries and applications (medical, aerospace, military, instrumentation and robotics). At Calmont, under the direction of Founder, Bill Chilcote, the first prototypes of a multi-lumen catheter were developed. Today, the multi-lumen catheter has become commonplace in operating rooms throughout the world. Calmont’s cables are used extensively in the medical market for ultrasound, electrode, defibrillator, EKG, dialysis, handheld instrument, catheter, implant and other applications. Their cables are specified and used by some of the largest medical manufacturers in the world. For more information, visit www.Calmont.com.
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At the Vistage Economic Summit recently, Economist Alan Beaulieu, president of the Institute for Trend Research in New Hampshire cited several tips for business owners as the economy comes out of the recession, one being “Ramp up on Marketing and Advertising.” Read all the tips below!
Tips for business owners
Economist Alan Beaulieu says business owners should take action as the economy comes out of recession:
• The beginning of 2010 will be a golden time to expand: equipment and real estate will be inexpensive, interest rates low.
• Borrow as much money as possible because future interest rates will rise.
• Hire the exceptional talent that will be available through 2010.
• Cease activities that don’t create profit; eliminate unprofitable products.
• Ramp up marketing and advertising.
• Look for ways to sell in western Canada, Brazil and Australia. These countries are positioned for strong future growth. Russia and China are not positioned for growth.
• Define and tout your competitive advantage.
• Lead with optimism. Be the chief cheerleader.
List cited from The Orange County Register, October 2, 2009
Color Theory. There is a reason logos are designed with a color scheme in mind. Color says a great deal about your brand. Here is a quick overview of what some colors represent:
RED: associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.
ORANGE: represents enthusiasm, energy, joy, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.
BROWN: suggests stability and denotes masculine qualities.
YELLOW: is the color of sunshine. It’s associated with joy, happiness, intellect, and energy. It evokes pleasant and cheerful feelings.
GREEN: symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance.
BLUE: is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is linked to conciousness and intellect.
PURPLE: is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.
WHITE: is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation.
BLACK: is associated with power, elegance, formality, death, evil, strength, authority and mystery.
Are you sending the appropriate message with color? What color is YOUR brand?
Brand is behavior. It is not just what you do, but what you do and how people react, or as learned in the OC Ad Federation Event: How to Create and Market My Personal Brand, it is the “emotional aftertaste.” There is a vast difference in what you claim and how you fulfill the expectations you set. I guess at the end of the day, it is not the perception you have of your self that matters, but the perceptions others have of you. Remember to be consistent and keep it real!
Coke will soon be releasing a new way to pour soda. Over a hundred different ways actually. The new machines have all the flavors your used to as well as new ones that are not available in retail stores. As seen in these videos below taken from consumerist.com a Coke rep. demonstrates the functions of this marvel machine. For now the machines are only being tested in Atlanta and San Diego.
How will Pepsi come back at them?
It’s ironic that someone like me who is opposed to newsletters performs pro bono work by producing two newsletters a year for a non-profit organization called Friends of Golf. But let me start at the beginning and explain my relationship with newsletters.
The concept behind newsletters is extremely noble. You wish to provide valuable information to a particular constituency, usually a customer, client or prospect base. Additionally, you wish to reach out and “touch” your customer on a regular basis and newsletters seem like a good vehicle since you’re also positioning yourself as the source by providing information deemed relevant.
The problem with newsletters is they are hard work. The first one or two are easy. Everyone is behind the initiative and wants to participate and solidify those customer/client relationships. Your team will help build your distribution list, do some of the writing and take photos to spruce up the piece a bit. But after the second one, enthusiasm wanes. Your team is out of ideas. There’s been no apparent return on the investment, which in this case is their time and energy. Your team pretends they’re busy when they see you walking toward them. “Hey, I’d love to help Boss, but I’m working on the most important project in the firm’s history.”
Said another way, “Cut me some slack dude. I don’t plan to waste any more of my valuable time on your inane idea. Our customers don’t have the time to read it and even if they did, they could care less about the five people from accounting that worked the recent Kiwanis Pancake Breakfast, Susie’s miniature schnauzer having six puppies and George winning Employee of the Month for his green Initiative. I mean limiting each employee to three toilet paper squares per day? I recently saw Phyllis trading a pack of cigarettes for two squares and Dwight was crouched outside the Men’s Room with a cardboard sign that read, ‘Will work for TP squares.’ Burt should win Employee of this Month since he’s been constipated for the past two weeks.”
Hopefully you’re beginning to understand my feelings toward newsletters. Now, a new form of communication has come along to rival newsletters and the initial excitement they create. It’s called blogging. Here’s how that works.
You’re the boss and you hire a Search Engine Optimization company. They need to justify the $20,000 per month retainer, so they recommend blogging and having all the employees take turns participating. Your employees get excited because they are now part of the marketing effort and have an opportunity to express themselves and be creative. However, they quickly realize that they didn’t have that much to express in the first place and if they could be creative on a consistent basis, they would be making a lot more than the cheesy wage you’re paying them.
So how do you produce newsletters and/or blogs that achieve the objectives stated previously? It’s simple. It’s called entertainment. It’s not enough to just mail something physically or electronically and feel good about the effort because you’ve communicated with your customer/client/prospect base. Something immediately going in the trash does not constitute a “touch” in the marketing world. You need to entertain your audience, not simply provide information that most will view as propaganda anyway.
A dozen years ago, the media sent out newsletters to keep advertisers informed on what was going on at their station or publication. The only one that didn’t get immediately tossed was one that always had a Rock ‘n Roll trivia contest. I couldn’t wait for that newsletter to show up and test my knowledge in that area. Plus, I didn’t stop after the quiz. I would actually read the articles around it and discover that the General Sales Manager’s daughter was a chip off the old block since she set the county record for most Girl Scout Cookies sold one year.
Since my Friends of Golf newsletter is used as a marketing tool to attract sponsors and prize donors, I leverage the famous people that are involved in the organization. Potential sponsors love the association and the chance to “rub elbows”, but I have to be careful since most of the celebrities don’t need or want additional publicity. So I came up with sections of the newsletter (and web site) that members can relate their Favorite FOG Memory. By doing this, I get stories from someone like Johnny Miller who says his favorite memory was meeting Carroll Shelby or Digger Phelps who says his favorite memory was having the opportunity to introduce his idol and longtime nemesis, John Wooden. I get two famous names for the price of one. Plus, when my readers discover that even heroes have heroes, it makes them real.
Readers like trivia sometimes more than hard core information or news. We’ll call this mindless entertainment since readers don’t always want to think. This past newsletter, called FOGhorn featured all the past Honorees since we‘re celebrating FOG’s 30th Anniversary. After giving a few facts about each one, I pointed out that combined they had won 106 Major golf championships and 21 were inducted into a Hall of Fame. Twenty were already in the World Golf Hall of Fame, while the legendary LA Times sportswriter, Jim Murray was in the Sportswriters Hall of Fame.
So the bottom line is if you really want to get serious about newsletters or blogs, you first need to entertain your constituency and soften them up before you inform them.
Branding can be fundamentally defined as the constant and consistent use of the components of your image and identity. These components include your corporate colors, graphics, type style and spokespeople. In other words, branding is making sure the logo is always in the same location, the same typeface is always used in printed material, the correct corporate colors are always used and the same spokesperson is in each of your broadcast messages. Brand development, on the other hand, is the uncovering of a distinction about your company and developing communication based on that distinction.
Both branding and brand development are different functions-branding being tactical and brand development more strategic. Each is vital to the long-term, profitable success of any company. However, it is our agency’s observation that companies find it easier to implement branding tactics than to spend the time, energy and effort required for proper brand development. This is unfortunate because without defining what distinguishes your company from your competition, you run the risk of making your company seem generic or just another commodity. Without a point of distinction or difference in your marketing, your message will more than likely be reduced to hardware features and benefits. When this occurs, you are competing with your competitor’s hardware features and benefits, which could lead to reduced margins and lower revenues.
What is needed is a process that will uncover your company’s true distinction-those unique selling points that none of your competitors possess. After that, create a communication designed to accentuate that differentiation. We have found that many times the outcome of this process is either a powerful method of labeling the way a company a company does business or the way it provides service. In other instances, the distinction is embodied in a powerful positioning statement or is found in a character or method of execution that is developed to deliver the marketing message.
As an example, several years ago office equipment dealers began to publicize their customer service policies as a way to differentiate themselves from their competition. Making a distinction was necessary because features on office equipment tended to be very similar. However, within months, a majority of dealers were advertising their “great” service and, just as quickly, all of the messages began to sound the same. As we worked with our office technology clients, we found that the key to their success was to uncover just how their “great” service was different and, more importantly, how this message should be communicated.
During our research, we discovered that some of our clients were willing to guarantee their service performance, in writing. With this information, we helped our clients to develop a “label” or “name” for their performance guarantees. The resulting “The Security Blanket” written guarantees were very effective and helped prospective customers to sense and feel that our dealer client had something they could not get from competitive dealers. “The Security Blanket” allowed our clients to approach prospects and customers in way previously unknown. In fact, one client even went as far as to deliver equipment with a real blanket draped over the machines. After a while, salespeople stopped selling great copiers backed by great service and started selling “The Security Blanket.”
More recently, we have assisted clients with labeling the way they do business. “TeamSourcing” for example, became a very successful label. Its power was in the implication that a customer was getting the resources of an entire team, not just one salesperson. Yet, once again, the key factor is not just the name or label, it is the fact that “TeamSourcing” is unique and creates a perception that the dealer has a unique, differentiating quality that adds values to the prospect.
Acquisition programs are another area where office technology dealers have the opportunity to differentiate their business. Because everyone leases equipment and most dealerships have cost-per-copy or cost-per-image programs, labeling your acquisition programs could set your programs apart and help prospects to perceive them as distinct and unique.
While the preceding were examples of brand development, another approach we have implemented for our office technology dealers have-customer testimonials! Using actual written statements from clients, we have designed a method of creative execution that incorporates the use of unscripted comments from existing customers into the most of the advertising. over time, the marketplace begins to identify our client as the dealership with all the happy and satisfied customers. This approach is very successful, yet requires a complete commitment (time, energy and budget) to consistently implement branding tactics.
Mapping a Course of Action
How can you begin to think about brand development? We use a system called the “Inherent Drama Blueprint” which serves to discover what it is, specifically, that differentiates our clients from their competitors. The trick here is to discern not only what the wants and needs are of prospects and customers (which can best be found through formal market research), but to also ask just what it is specifically that makes a company distinct. This means that our client must take two or three days out of their busy schedule to specifically focus on the company. In addition, our client must involve several key personnel to assist with the process. While this may appear very simplistic, we have found that many office technology dealers are unwilling to go through this process.
The “Inherent Drama Blueprint” has five components that must to be addressed and considered:
- Key marketing strategies.
- Key audience profile.
- The inherent drama of the Company, its products and marketing strategies.
- Creative strategies for positioning, key copy messages, motivational benefits to constituencies, and graphic driving force.
- Creative execution.
The “Inherent Drama Blueprint” is a useful toll to uncovering hidden or previously unconsidered distinctions of any company. If you are unable to effectively address the five points, get outside assistance to facilitate the process. The benefit of this investment in time, energy and budget could be the difference between becoming a leader in your market or just being one of the competitors that always struggles to grow revenue and net profit.
by Wes Phillips, CEO of Orange Label Art + Advertising