The Truth about Creating Brands People Love

Citation

Hazlett, K. (2009), "The Truth about Creating Brands People Love", Journal of Product & Brand Management, Vol. 18 No. 5, pp. 385-386. https://doi.org/10.1108/10610420910981882

The Truth about Creating Brands People Love by Brian D. Till, PhD, and Donna Heckler is an amalgam of “truths” examining the broad concept of product or service branding. A pleasant read for anyone wanting to gain some insight into branding initiatives that have worked as well as ideas that have not, The Truth is more of a “reality check” read than a “how to” guide. Experienced brand managers will find it useful in ensuring that their strategies are focused and on target. Newcomers to the area will find valuable tips and real‐life examples of how to and how to not embark on a branding campaign.

The authors come with solid backgrounds that amply qualify both for this topic. Till is the Steber Professor of Marketing and Chair of the Marketing Department at Saint Louis University and, prior to his university career, Dr Till worked in brand management at Purina. Heckler is the Brand Strategy Lead for Monsanto, where she leads the company in its brand building and brand management portfolio.

The Truth about Creating Brands People Love comprises a dizzying 51 branding “truths” ranging from “Managing brands is not common sense” to “Corporate ego: danger ahead” to “Compromise can destroy a brand.” Each “truth” is unveiled in a brief two‐to‐three page capsule, and each provides clear examples of good or not‐so‐good actions that have either strengthened a brand or caused severe damage to a once‐revered brand name.

If one common thread can be said to run through all, it would be that of focus … the mandate that an organization not stray from its original and identifying purpose: “The most successful companies are those that have built the brand and stayed consistently true to its promise” (p. 11).

Additionally, the authors repeatedly emphasize the need for total inclusion of the workforce, from customer service to sales force … CEO to custodian, to cement the brand in the minds of consumers. “When everyone owns the brand and everyone lives the brand, the brand takes on a life of its own. Every touch point then tells your consumers why your brand should be their choice” (p. 12).

The Truth about Creating Brands People Love attempts to cover the entire spectrum of branding in bite‐sized observations and does a commendable job in the effort. From corporate ego to brand compromise, the authors argue, again and again, that a steadfast focus on the brand promise is the ultimate key to success, and they then provide prescient and relevant examples. “Success in one area does not automatically result in success in another area … That Ford [Motor Company] has mastery in selling cars to middle‐class America does not mean it has a special capability to manage higher‐end luxury brands [Aston Martin, Jaguar, and Land Rover]” (p. 52).

No marketing discussion would be complete without addressing advertising and special promotions. The authors devote several “truths” in particular to the role of advertising in brand development and provide compelling arguments against the temptations of high‐visibility sports venues as a means of introducing or reinforcing a brand. “Seeing something once is not enough” (p. 90).

In a reversal of noted media theorist Marshall McLuhan's “the medium is the message,” Till and Heckler maintain that, regardless of the hype surrounding the Super Bowl's multi‐million dollar 30‐second advertising opportunities, a one‐time shot is not the answer to effective brand exposure. “The medium is nothing more than that – a medium for delivering your message” (p. 91).

In addition, the authors caution against falling back on consumer promotions as a means of building brand awareness, noting the veritable deluge of coupons inundating consumers and the resulting numbing effect of the practice. “In a recent year, coupon flyers inserted in Sunday papers delivered 253 billion coupons” (p. 119).

No wonder then, assert the authors, that focus plays so great a role. Rather than taking the easier route of couponing or Super Bowl advertising, they urge a commitment to the longer‐term initiative of developing brand meaning through effective advertising. “Repeated over time, your advertising forges a link between your brand and some key benefit or feature” (p. 122).

From this repetition comes the recognition that leads to positioning of your product's or service's benefits in your target market's mind. “Brand positioning communicates the brand's point of difference and is a primary way of connecting the brand with its target audience” (p. 134).

The Truth about Creating Brands People Love is a handy checklist of do's and don'ts for the product or service provider seeking an understanding of just how branding fits into the overall business model. Among the dozens of examples of “good” and “bad” branding efforts, this reviewer found one that particularly resonated and helped clarify the true meaning of “brand.” In discussing Disney's numerous top‐of‐mind brands and that company's long‐lasting record of success, the authors observe that Disney the company is no different from any other well‐run business: “There are assets to manage, copy to write, and month‐end reports to run. It is not the power of Disney that creates the power of the brands. [Winnie the] Pooh and Donald Duck and Snow White are the powerhouse brands that drive the business of Disney – because it is the brand that makes the company powerful” (p. 144).