BrandDigital | BrandSimple: The Blog

A couple of months ago I wrote about Ford’s new Bold Moves branding campaign. I lauded the company for taking the initial steps required to revive its brand after years of tepid performance. Among the initiatives I cited was the introduction of the hybrid Ford Escape, a vehicle both fuel-efficient and environmentally friendly. I suggested that a really bold move for Ford would be an offer to replace New York City’s entire gas-guzzling, emission-spewing taxi fleet with these green vehicles – a public relations branding signal that would be good for Ford’s brand and great for the planet. While Ford was in no position to do so at the time, it seems that my suggestion was not all that preposterous. It appears New York City’s mayor, Michael R. Bloomberg, has a similar idea. In fact, he’d like to see all New York City cabs replaced with hybrid vehicles within the next five years as part of his PlaNYC which calls for reducing greenhouse emissions in the Big Apple 30 percent by the year 2030. In response to the challenge, Yahoo! immediately donated 10 Ford Escapes to get things rolling. While Ford may not have been in a position to do so a few months ago, I’d say there’s never been a better time than now for them to take the position of change agent in the quest to slow global warming. New York City’s environmental plan is far more extensive than that of any other major city. Converting its fleet of 13,000 yellow cabs to green would send a very strong signal to the world. Ford, by playing a significant role in this effort, would send, in turn, a very strong branding signal. A signal that would be an extremely hard one to equal in its category.

A recent article in the Wall Street Journal talked about how the Lenovo Group’s newest advertising touts the durability and superior engineering of its soon to be launched ThinkPads. While computers that can survive underwater adventures and exposure to deep-freeze conditions are certainly worth talking about, there’s a much bigger story in this article – albeit, a few paragraphs down the page. Lenovo is also about to launch one of the most expensive laptops on the market – a $5,000 notebook computer aimed at top corporate executives. Yes, the price tag is big befitting the computer’s stellar performance, but the bigger story here is the fact that these top-tier computers come with an unprecedented level of support service – platinum level service, if you will. If you run into trouble, a Lenovo tech will meet you in person to solve the issue. No tele-helper in India requesting the model number of the machine. No annoying automated list of tele-menu options. Instead, real live technical support when you need it. From a brand perspective, the newsworthy story in the WSJ article is that Lenovo has identified a way to change a key dynamic in a commodity market – the after-sale user experience. While good quality has become a cost of entry in the computer industry, peace of mind relative to the after-sale experience is a potentially game-changing move. We all know that no matter how solid any piece of technology may be, it isn’t a matter of if you’ll need assistance, but when. Providing assurance that help will actually be there when you need it is a relevantly different, yet simple brand idea. Who has time to wait these days, especially when business comes to a halt? Yes, a number of computer companies offer good post-sales assistance, Apple among them. But not one has yet to offer the level of help that Lenovo plans to provide. Differentiating its brand in this way is not only a big idea, it’s a smart one.

The current Lamisil TV spot for its athlete’s foot treatment does more than demonstrate how to get effective relief from this itchy condition. It demonstrates how to make effective use of sock puppets. Actually, I’m being serious. Despite the best efforts of Pets.com to put its adorable sock puppet dog to good use in the 1990’s, it turned out that consumers loved the cute little scamp with its wry humor, but couldn’t remember the name of the company it represented. It wasn’t relevant enough a branding signal for them to make the connection. Lamisil, on the other hand – um, foot – is using its sock puppets in an incredibly relevant, not to mention clever way. In its ad which takes place in a locker room, a variety of sock-puppet’s talk about feet. Come on. What could possibly be more natural for a sock to talk about than feet? The amusing spot takes the conversation about athlete’s foot out of its generally staid, medicinal space and makes it entertaining in a meaningful way. It’s hard these days to find a branding signal that gets peoples’ attention for reasons you want them to pay attention. The key is to make it captivating, but relevant. Socks that talk about athlete’s foot are both. These smelly guys are also pretty funny. Seriously.

Landor has just released its 2007 ImagePower® Survey looking at green issues and green brands and, not surprisingly, it confirms what intuition would tell us. More and more Americans—40%, in fact—have gotten the message that global warming poses a major threat. More than 50% believe existing environmental initiatives aren’t enough to address the problem. Whether it’s the result of Al Gore’s Academy Award-winning documentary, An Inconvenient Truth, or the increasing volume of business and political discussion from Thomas Friedman on down, green is definitely on the national radar screen. As such, more and more companies are beginning to look at the problem as more than a matter of concern to just tree-hugging fanatics living on the fringe of society. While, again, not surprising, when asked to identify the “greenest” brands, those in the survey did specify a number of brands that have been in the eco-space for years, Whole Foods, Wild Oats, the Body Shop, Aveda, and Toyota among them. The environmental positioning of these brands has been clear to consumers for some time. What was surprising, however, was that those surveyed also identified GE as worthy of a spot on the survey’s list of top ten greenest brands. Surprising, but heartening. And, an indication that this growing concern is leading to a growing awareness far beyond the fringe.

GE is about as unfringe-y as a brand can get. Yet, here is GE setting the bar for any huge, industrial company looking for the right way to enter the green space. First of all, it has assigned a senior executive to oversee the responsibility. Lorraine Bolsinger leads ecomagination, GE’s company-wide commitment to addressing environmental challenges on a global level and she has taken on the substantiation of the sub-branded program incredibly well. Stories on the ecomagination Web site call attention to everything from GE’s answers to cleaner, more efficient sources of energy to its on-going efforts in reducing greenhouse gases. Research and Development investments in the area have grown exponentially. In addition, Jeff Immelt, CEO of GE, has gotten out in front of the program in a major way, a key proof point for any brand looking to walk the green walk, not just talk it. Despite that only a small percentage of GE’s products are environmentally related versus, say, the Body Shop’s where all are geared in that direction, GE has been able to plant itself firmly as a leader in the space early on. This is something that will serve them well as the issue continues to grow in scope and public concern. Needless to say there is no more fringe. GE’s efforts will serve all of us well.