YOU ASKED FOR IT

“Do Lipton employees take coffee breaks?”

—Steven Wright

February 26, 2014FACEBOOK OPPS, AMTRACK REINVENTS

BRAND OBSERVATIONS OF THE DAYFrom my random collection of info sources, here are some highlights related to the brands of our times... • According to a new report

from Marin Software, advertisers are under-investing on Facebook in regions outside of North America. The report states that while just 15% of global Facebook users are in North America, the region soaks up 48% of the total spent on Facebook advertising by marketers. And with Latin America generating 33% more click-throughs than North America and 54% more than Western Europe, the REAL opportunity is for international brands like Coca-Cola, Apple, IBM, McDonalds and even Google advertising in countries like Brazil, Mexico and Chile! Can anybody say “Aproveche la oportunidad!”

• Could Amtrak be reinventing itself ? Well, the train hasn’t left the station yet, but a recent article on BrandChannel suggests that the transportation brand may have found a new niche

catering to writers and others who work best in confined quarters. The company is working to develop an application process for “Amtrak Residencies,” after author Alexander Chee wrote in December that

trains were his favorite place to write. Whether or not it generates new interest (and sales) in the brand, you have to admire the thinking outside the box they’re doing on this one.

• Before the Sochi Olympics began, here’s how people planned on following the games according to eMarketer: 86% said they’d watch on TV..... 35% planned to follow results online..... 20% Newspapers..... 17% said they’d watch it online. It’ll be interesting to see follow-up research on actual media usage, now that the games are over.

JIM HUEBNERj i m h @ h u e b n e r p e t e r s e n . c o m

C E L L U L A RT E L E P H O N E970-420-3382

Hmmm.

Brought to you by popular demand of a client, my mom, and some folks I met at a church potluck

From the remaining gray matter of Jim Huebner

Information that will make you smile, groan or think...

Who saysyou can’t

put a price tagon FREE?

SOURCE: boostlikes.com

SOURCE: visitphilly.com

© 2013 Hmmm by Jim Huebner

Can you really build a brand with Helvetica 12 point type?

...and on its way to the HuebnerPetersen blog...! PAGE2

Building Brands Online: Part 1

Well, I’m finally starting the series I’ve wanted to write about for quite some time. There has been so much discussion about building brands online—some meaningful and some completely misguided—that I thought I might offer my somewhat unique perspective of a marketer who works with manufacturers and their dealers to build brands both on and off-line.

In most cases, the ultimate goal of brand building is to create a preferred brand for which the customer is happy to pay a premium. There are a number of steps necessary to achieve this (and I’ll address those in subsequent posts), but it starts with relevant and stated differentiation of the brand. Simply put, it’s a clearly articulated line that states exactly what sets your brand apart from your competitors. In my opinion, there is no more important step in brand building than this one. Why? Because if you don’t have a compelling reason (your brand’s position) for your customers to buy your product over your competitors’, then—in the words of brand positioning guru, Jack Trout, “You’d better have a good price.”

Great, you say. But what does all of that have to do with building a brand in Helvetica 12 point type?Glad you asked.

Take a look at the paid results from a Google search I conducted yesterday for the terms “best all terrain vehicle.” Two PPC ads showed up—one for John Deere and one for Can-Am.

John Deere’s ad says...

John Deere Utility Gators -deere.com... Explore our line of premium utility vehicles & more. Learn more today.

Now look at Can-Am’s ad...

Can-Am Outlander Xmr -The Ultimate Mud Machine... Explore the Outlander Xmr.

The only descriptor John Deere’s ad provides is the word “...Premium...”.Can-Am, on the other hand, positions their brand as the “...Ultimate Mud Machine...”. If the customer is looking for an ATV that can pretty much handle the toughest of terrains—specifically mud—which ad do you think contributes to differentiating the brand better? I’ll let you figure that one out on your own.

Yes, brand building happens online...in the same way it happens offline. Through experiences with the brand, through colors and images, through sounds and ambiance...and most definitely in Helvetica 12 point type—particularly when that type is crafted into words which tell a story that separates you from your competition.

(NEXT UP: Brand building with content marketing.)

Jim Huebner is President of HuebnerPetersen Integrated Marketing.The firm was established in 1989 and specializes in making companies heroes to their distribution channels through strategic brand positioning, integrated marketing, and front lines marketing services. You can reach Jim at jimh@HuebnerPetersen.com or on LinkedIn. For “Hmmm” archives, CLICK HERE

WORDS TO

LIVE BY

...In the world you

have tribulation,

but take courage;

I have overcome

the world.

–John 16:33b (NASB)