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Happy brand birthday

This weekend I joined a bunch of MINI nuts at the Silverstone racing track to celebrate the 50th anniversary of the MINI brand. I am a lifelong advocate of MINI, having idolised its unique design from a young age, even before I got behind the wheel of a MINI city. For me, this was MINI nirvana, and a fitting tribute to one of the most iconic British brands around.

Celebrating a key brand anniversary is far from new in terms of marketing, as 360PRBlog and Promo Magazine both sum up nicely. There's no denying that it is a key point in the brand lifecycle and a perfect opportunity to create excitement and drive awareness.

Over the past couple of years there seems to have been a splurge in major anniversaries. M&S, Selfridges, Barbie, Sainsbury's, Lego, Virgin, Google and Guinness have all used their biggest birthdays to celebrate their heritage, drive awareness and reinforce brand loyalty with their core customers.

Here's a look at what three of them have been up to:

MINI United www.miniunited.com 

To celebrate 50 years in the making, this three-day event brought together MINI aficionados from across the world. The BMW-owned brand took over Silverstone (home of motor-racing) for three days of commemoration with plenty of products on show to dazzle its guests. For me, MINI is about fun, beautiful design and quirky coolness, and there was an abundance of this at the event.

The centrepiece of the venue oozed cool, with bar, DJ and lounge area looking out to the stage, where music legend (and MINI enthusiast) Paul Weller would later perform. The history of MINI was embodied by an outdoor museum of cars, including some bespoke designs, such as the MINI limo. Others also had the chance to show off and talk about their own car, on a makeshift stage. On the track, you could watch the professionals race their cars in true racing style, drive your own car round the grid, or watch the stuntmen in action. I'm planning my next MINI purchase already, so clearly it has worked wonders...:) You can check out more of my pics from the event on Flickr.

Selfridges www.selfridges100.com

This iconic UK department store hit the big 100 this year. To celebrate its centenary, the 'big yellow festival' has been running throughout May, so-called because of the trademark (pantone 109) yellow branding. Selfridges has been doing month-long themed events for a number of years now, and is arguably one of the best examples of in-store theatre. So it is perhaps not surprising that they would use their centenary for this month's experiential adventure. 

In-store events have centred on premium entertainment with DJs, fashion shows and cabaret dazzling shoppers. Six 'Selfridgettes' have been performing their own set of tricks, and there is also an exhibition showcasing the retailer's history. Over the course of the month, a host of celebrities have joined in to stir up publicity.

In true designer fashion, Selfridges marked the event by joining forces with some of the most prestigious designers and brands to create limited edition products, encompassing the trademark yellow. The line-up of exclusives includes centenary bags from Sir Paul Smith and Stella McCartney, the iconic Coca-Cola contour bottles in yellow, Blackberry smartphones with a £1,000 price tag, through to custom yellow Converse and a range of other luxury brand items. A special centenary magazine has also been created by Conde Nast.  

Selfridges has harnessed Facebook, Flickr and Twitter (although the latter is less prominent) to build the conversation around the brand event. Photos from events at the store can be found on these social networks. It's easily the most engaging element of their online campaign, although their website is pretty cool too.

M&S

Another British high street icon, M&S, hit the ripe old age of 125 years in 2009. M&S has already announced a few initiatives so far this year, but I imagine this will be extended with more as the year progresses. As with MINI and Selfridges, showcasing the brand's history is a key part of the story. M&S have created this website as a timeline. An archive exhibition has also been set up with the University of Leeds and a commemorative book and magazine are also now available to mark the occasion.

In product development, M&S has drawn inspiration from its origins to create a new collection 125, featuring vintage designs from various decades. On the promotional side, last week M&S went back to its origins by reinventing its penny bazaar, tying in its heritage with today's cost-conscious mindset. The “Don’t ask the price, it’s a penny” in-store promotion, gave bargain-hunters massive reductions on a range of products, reinforced by its TV ad campaign, which shows how the brand has evolved: 'Quality worth every penny.' The 125 campaign has also blended into its CSR strategy, aiming to raise £1.25 million for local charities in 125 days.

Although I have only showcased a few cases here, they outline the importance of birthdays as a marketing tool. A time to reflect on the past, and to look to the future by showcasing new innovations, whilst opening up the potential to generate considerable brand buzz. From a consumers' perspective, it is a chance to celebrate the brands they love. The M&S 125 years Facebook page is a great demonstration of the passion consumers have for M&S, now with over 12,000 fans. Definitely worth reading some of the great comments if you get a chance. 

Consumer-preneurs

We’ve all heard the line…the consumer is in control now…consumers are more empowered and they are calling the shots. This remains true, but in the downturn, where there is so much uncertainty, some of this control has been taken out of their hands, especially as regards employment and finance. Consequently, they are channelling their energy into specific areas where they do have a greater degree of control. Here are some observations where they are asserting control:

- Reigning in expenditure: It goes without saying that this is a top priority. Consumers are flexing their muscle to find bargains and brands that offer real value. Many are exploiting the army of tools online to help them make better choices, compare prices, and seek cheaper options. New start-up, Hunch.com goes one step further by aiming to help consumers make better decisions. Effectively, it aims to enable consumers to "get as good a decision as if he/she had interviewed a group of knowledgeable people or done hours of careful research online." We're having a play, so we will let you know our experiences.

- Enhancing the wage packet: Whilst making cost-savings is a key part of the equation, consumers are also looking at ways to make extra money. TRENDWATCHING.com's latest briefing looking at SELLSUMERS embodies this trend. Reflecting a broader entrepreneurial mindset, there are a host of examples in this briefing highlighting where consumers can increase their weekly budget from sub-letting physical spaces, energy and turning hobbies into a product or service. One of our observations is consumers sub-letting cars in urban cities. In our local neighbourhood, where most people commute by train, sharing cars is not only cost-effective but greener. It takes the concept of Streetcar a step further.

- Slowing down in an era of change: Travel publisher Alastair Sawday observes a more conscious decision-making process. This applies to looking for cheaper options, as well as removing excess. He notes that whilst consumers are travelling less, there is a need to travel better. In terms of food, eating less, but eating better. And in an age where excessive consumerism is being frowned upon, to consume less and recycle.

In February, The National Trust announced it would be creating over 1,000 allotments from its land, as more consumers look for a cost-effective, and also a greener solution to obtaining organic and locally-produced vegetables. London is also pushing the 'slow down' message as part of its Slow Down London campaign. It offers consumers a week of free entertainment to help them relax and be calmer in an era of so much change. The campaign runs from April 24th to 4th May 2009. 

- Transparency & social responsibility: Although premium products, such as organics and green options may be too expensive for some right now, there is still expectancy over transparency and honesty. The requirement to know the story behind how products are made and companies operate remains important, no matter what pricing is attached to the brand. Major UK retailer, Sainsbury's Basic private label range has pushed the message that 'low price, does not mean low quality,' explaining on pack how they manage to keep their price lower. Together with promotional campaigns, this approach has been used to boost sales of the range by 60%.

New studies: Razorfish Digital Outlook & Nielsen Online

A couple of new studies emerged on the web this week. Razorfish launched its 5th annual 'Digital Outlook' study and Nielsen Online also released a report 'Global Faces and Networked places.'

Nielsen Online looks at the growing popularity of so-called 'member communities' (referring to social networks and blogs) and the global adoption of this media, which now represents one-tenth of all time spent online. One of its primary conclusions is the global popularity of member communities, ranking fourth across the online sector after search, portals and software applications. Crucially though, they now outrank personal email. 

Another major finding is the rising popularity of member communities among older age groups. The 35-49 and 50-64 age groups are both seeing massive growth and driving the popularity of Facebook - now the 9th most popular brand online. Other recent studies have also emphasised this trend. Independent blog Inside Facebook revealed back in February that women over 55 represented the fastest growing demographic in the US market. iMedia Connection digs deeper and highlights the rising number of 'Moms' on social networks, including Facebook and MySpace, as well as a host of niche sites specifically targeting this lifestyle group. Razorfish itself produced an indepth study Digital Mom earlier this year, and was the recent subject of discussion on NBC. If you're looking for insight on social networking from a generational perspective, Pew Internet Research does a good job in this report.

You can check out the full Nielsen Online report here

Razorfish's Digital Outlook 2009 provides a much more analytical and broader perspective on social media as it relates to the changing nature of advertising and branding. The 180 pages cover an array of angles, pointing to where digital advertising is headed. Central to its theme is the rising importance of building experiences, against the old adage of 'producing great advertising,' and the untold potential of digital in creating those experiences. Its a guiding tool for advertisers and agencies, providing a benchmark on digital spend and strategy, and continuing its theory around Social Influence Marketing. As Razorfish outlines on their Digital Design Blog, the biggest takeaway perhaps is a flattening of spend in social media spend by major advertisers. You can check out the full report on the last link. In short, buckets of insight.

A whole lot of good ideas

Last Friday I had the pleasure of joining a bunch of rather nice people at the PSFK’s Good Ideas Salon, hosted at the Guardian’s brand new building in Kings X. Really cool building by the way. As the name suggests, good ideas were the order of the day, looking at this subject from different perspectives: social/cultural, design, technology, youth, storytelling, media, communities and collaboration. The eclectic mix of people in the room, from designers, planners, researchers, media, agency and client-side was testament to the variety of angles covered. A lot was said that an article can't really do justice. So, I'll just say here's a wrap of some of the bits I quite liked...

The day started with an opener from Mark Earls, founder of HERD consulting, underlining why good ideas matter, especially in these uncertain times with tightened budgets. An underlying message was the importance of experimentation, immersing the brand in new technologies, and looking outside of an industry or marketplace for ideas that can be applied under one’s own roof. Mark also highlighted that the overriding financial imperative driving many businesses, can limit the ideation process, as can pigeon-holing it within an ‘innovation’ hub or department. In essence, he gestured towards a more open and collaborative approach to creating ideas, a theme that continued throughout the day.

The ‘Good Ideas from London’ session brought together a mix of speakers from the media and publishing worlds to discuss London as a creative collective. It was a big topic to deliver, but there was some anecdotal evidence to suggest that London continues to spearhead its position as a creative hub. Journalist Matt Brown was keen to point out London’s scientific credentials, citing the Wellcome Collection as an example of fusion between science and creativity. Talking on the broader cultural environment and leisure scene, Taryn Ross, co-founder of Urbanjunkies noted that new ideas are emerging at the premium and budget end, to the detriment of the mid-market. Members bars and pop-up restaurants are satiating consumers desire for ‘affordable luxuries.’ Grassroots events cultivated by small communities, meanwhile, underline a trend towards hooking up in real spaces. Justin Quirk, associate editor of FHM and Arena, drew some parallels in the publishing sphere, highlighting the continued fortunes of The Economist, Monocle and The Daily Star, with middle-market titles feeling the crunch. There was talk of a ‘smart period in publishing’, as consumers demonstrate a renewed interest in politics and more intelligent content…even some FHM readers (honest).

A recurrent theme throughout the day was the infiltration of technology into consumer’s life and the rise of ‘lifelogging.’

This is a trend that is becoming more entrenched in societies as people embrace social media, cataloguing and sharing every part of their lives online and offline. It was fascinating to hear Richard Banks from Microsoft’s research division divulging some of his research around what he called ‘technology heirlooms.’ The fast turnaround of technology and adoption of new gadgets means we are constantly consuming and producing more digital content. But, as Richard points out, how will we cope with the every growing amounts of digital content we are creating? What will happen to it all as it is passed down to next generations? Microsoft non-commerical focused research hub brings together some 1,000 researchers, many of which are straight from academia, study these concepts through ethnographic research.

The ‘good ideas on mobile’ panel continued the focus on lifelogging. I was hoping for some pearls of wisdom about the ‘next big thing in mobile,’ but there wasn’t much chat on specifics, and perhaps rightly so. As Jonathan Macdonald (Ogilvy) firmly pointed out, good ideas in the mobile space today should centre on the utility it can yield to the consumer, as opposed to focusing on the latest gizmo. Clearly, these guys were ahead of their game and the curve in terms of technology adoption, but as they duly pointed out, their behaviour is a far cry from your average consumer. My takeaway was that good mobile ideas are the ones simple enough to make an impact on the everyday consumer.

Towards the end of the day, we moved into a couple of discussions around 'good ideas through collaboration.' Although the concept of collaboration is far from new, there is undoubtedly a shift towards brands opening the doors to consumers, and other companies from whom they can learn. One panellist even noted that there was an element of arrogance to companies who didn’t embrace collaborative ventures, thinking they understand it all. Fair point, but others were keen to point out that opening the doors to greater collaboration is challenging, requiring a certain amount of control to be relinquished. Not always an easy move.

The rise of digital technology is driving the need to collaborate in media and publishing, where specialists can be brought in to help inject fresh ideas. The Guardian’s Simon Waldman gave a great presentation on how his own organisation has embraced the digital era, requiring an altogether more collaborative and ‘open’ approach to working from the top down. Pat Connor (BBC) highlighted that a wider range of tools are making it easier for people to share and collaborate to produce creative ideas. Experimentation is important in the media and publishing sectors, where print is under threat, but there was cautionary advice about being too overzealous with the latest craze. Instead, the focus should be about meshing digital ideas that fit with the brand.

There were a number of other great talks looking at design, youth and storytelling, including Colin Nightingale’s tale of Punchdrunk and the Clod & Pebble store, bringing a new meaning to concept of retail theatre. Troika’s Eva Rucki gave us a showcase of some of their art installations, with a detailed explanation of how they pulled off the cloud in Terminal 5. There were others, such as Christian Nold’s discussion around bio mapping and community that I wouldn’t dare try and summarise, but you can read more about him and his ideas at SoftHook.

All in all, it was a great chance to delve into a variety of disciplines, to see how good ideas are being fostered and be among some hugely talented people. Looking forward to the next one…

Looking at China's economy and consumers

Chinese New Year has just passed + Juicy has just completed some research looking at China = an opportunity to delve into this fascinating marketplace.

China is one of the BRIC economies, with GDP growth the envy of many an advanced nation. It has a growing base of more prosperous consumers living in urban locations, eager to spend cash and indulge their material aspirations. McKinsey's 2008 Chinese Consumer Survey recently reported that over one billion people will be urban-based by 2030, at which time the high-earners will account for around one-third of this total. 

In doing our research it's clear there is lots to be said about China, and lots of people doing it very well. Just check out the showcase on Alltop for starters. So, in our attempt not to rewrite the wheel, here are five good things to know about China right now. And if you're a marketer, they just might be quite useful.

1) Economy prosperity: They must be a pretty happy lot, what with a strong currency, consistent increases in GDP growth for most of this decade, and the third largest economy in the world. In a rather pessimistic global economy, China's engine continues to be buoyant, albeit at slightly slower growth rates than previous years. The Chinese National Bureau of Statistics this week reported that actual GDP growth for 2007 was some 13%, hitting the $3.4 trillion mark (via Wall Street Journal), but 2008 growth was likely to fall back to 9% in 2008.

2) Happy shoppers: The rise of the middle and upper classes is driving appetite for products and services that are deemed non-essential. The Chinese have a penchant for shopping, especially for luxury brands. Just as one exampple, McKinsey's research found that 15% of consumers were willing to pay over 60% more for high end consumer electronics. There is a lot more great stuff in the PDF (via Slideshare) around consumers' relationships with brands and media analysis.

3) Getting switched on: Stats from The China Internet Network Information Centre  (CNNIC) shows that penetration is about 20% of the population, far below Western levels of around 60% in the US/UK. However, in actuals, it equates to some 298 million users as of end 2008 - clearly not small by any means. Techcrunch reveals Comscore data for December 2008, showing China leading the way in the country stakes. The Internet is fast becoming an important channel for consumers, with penetration climbing nearly 50% in 2008 alone. WARC reports that mobile web media is on the rise and e-Commerce is picking up too. Improved infrastructure will be an important growth driver moving forward, with players like Cisco, who this month underlined its commitment to China, spearheading developments. 

4) Olympic glory: They may not have made in to first place in the medal rankings, overtaken at the post by Mr Phelps et al, but they did put on a good show. Playing host to the Olympics in 2008 put China under the microscope, at times yielding both positive and negative press. China Business Review outlines some of the benefits to the economy from a tourism, environmental and economic perspective, but also highlights some of the 'lingering effects' playing Olympic host will bring in the future.  

5) Future prospects: No article on China would be complete without giving an angle on its fundamental growth prospects. Many of the 1.3 billion people populating this country are still fledgling consumers by Western standards. There's roughly 100 million middle-class consumers representing a relatively small proportion of the country's population. The economic downturn is likely to hamper its recent fortunes, but there's no mistaking the future potential. PwC predicts it could be as early as 2025 when China overtakes the US to become the world's largest global economy.

Youth re-defined

Just as you thought you had left your youth behind and were heading towards the ‘settled down’ phase of your life, it seems that marketers may be re-classifying you as part of youth culture. The ‘Golden Age of Youth’ report by Viacom Brand Solutions International seeks to redefine ‘youth’ globally as based upon engagement and participation in today’s society, rather than by age, and calls for the 25-34 age group to be considered part of the youth market.

As this age group delays adopting adult responsibilities and stays physically and emotionally young for longer, marketers need to give traditional adult brands, such as financial products, a more youthful image to make them relevant.

The report identifies three stages of youth: Discovery (16 to 19 year olds), Experimentation (20 to 24 year olds) and Golden (25-34 year olds). Interesting findings from the study include that the Golden group is the most likely to be happy in their personal life and comfortable with who they are.

This is especially the case for those who live in Mexico (84%), India (83%) and Saudi Arabia (82%), while the Discovery group is most likely to be stressed, particularly if they live in Europe and the US. 25 is considered to be the ‘ideal’ age globally. There are regional variations, of course: according to the report, 22 is the ideal age for buying a car (this is 20 in the US and the UK and 29 in China), while 27 is the ideal age to buy a house (25 in the UK and 33 in Japan).

Written by Penny Crossland

Getting closer to Gen X

At the Cannes International Advertising Festival last week, Proximity revealed some research that aims to get closer to the Gen X crowd (today aged 30-40 roughly). A common theme across most of the seminars - hosted by agencies across the globe - was the need to send more relevant message to more targeted groups. In line with this Proximity sought to look more closely at this group and identified three key types of gen X'ers.

Gen X have grown up in an era of unprecedented change. The first generation to grow up with the Internet and mobile, to witness the growth of global markets and to see the fragmentation of families. They are among the most influential in management and arguably the most marketing savvy, seeking out brands that reflect who they are and what they believe in. They are stressed but like being busy. Technology is seen as a tool, but they know when to 'switch off'.

Three sub-sets:

Cruisers: Carefree and independent with individual, yet electic needs that take them away from the mainstream. They are into urban brands, thoughtful and opinionated. Less inclined to be connected 24/7 and more disillusioned with life in general than other sub-sets.

Nesters: Cultural conoisseurs where life centres around social groups, friends and family. Their broad liberal values mean they value freedom highly and are big on local communities. Many are still looking for fulfillment in their lives.

Super breeders: As the title would suggest, it's all about the kids for these guys. Their inherent competitiveness is filtering into how they raise their kids, with some feeling strongly about preventing kids seeing overt advertising. Stong concern about the bigger social issues - they want to be connected. Expectations are felt to be able to 'do it all': raise the kids and retain a strong personal identity/job.

The survey was undertaken in 18 countries with over 5,000 respondents.

Entertaining the older generation

The older generation as we know is a vast, growing audience many of which have a lot of free time and disposable income on their hands. In Japan, toy manufacturers are now targeting this audience (one-fifth of the Japanese population is 65) to compensate for poor sales at the other end of the demographic spectrum, as reported by Physorg It's not just about entertainment though. Manufacturers are also tapping into bigger issues such as the health/obesity issue - perhaps taking a cue from Wii - creating products that help this generation keep in shape. Others are looking to support the large numbers of consumers living alone.

Products to hit the shops:

- The "Taxi Walker" - a pedometer that has as a taxi meter showing people how much they save in taxi fares.     
- The "Pekoppa" - a two-leafed plant that can bow and flap its leaves in response to noise, is produced by Sega to help adults that are lonely or stressed.

Eco-friendly fashion

Oxfam has recently opened its first fashion boutique in London, capitalising on the trend toward vintage clothing and sustainable fashion in one fail swoop. With the support of former Top Shop director Jane Shepherdson and students from the London School of Fashion, the collection spans ‘Loved for Longer’ donated fashion, Fair Trade, organic, recycled and restyled clothes and accessories.

Sustainable fashion is now very much in vogue (excuse the pun) with all the main magazines leading articles on the subject. Larger retailers are becoming more keen to bring in new product lines that offer organic, fair trade, or other eco-innovative elements. According to Drapers, the first masters degree in ethical fashion has just landed on British shores.

'Make your mark in fashion' recently challenged 14-30 year olds to form a team and create a new range, to complement and enhance an established sustainable fashion label. The three finalists will be showcasing their collections in an exclusive catwalk show during London Fashion Week in September 2008.

If you want to read up on the issue of sustainability in product development, Trendwatching looks at the influence of the green mega trend in their latest briefing 'eco-iconic', with some great brand examples. Or try PSFK or the 'make your mark in fashion' link above.

Power brands 2008

Millward Brown Optimor's 2008 BrandZ report highlights the leading brands by sector and region. Google witnessed 30% growth in 2008 to reach a brand value of $86,057m, beating GE (General electric) and Microsoft to the top of the US league. Driven by innovation and uptake by consumers, technology and mobile operators have both performed well overall. Apple experienced 123% brand value growth and Vodafone was up 75%.

Personal care and fast food both saw strong growth as consumers sought out products with additional benefits that can improve health or that offer an indulgent experience. McDonald's continues to defy the negative connotations of 'fast food' perhaps aided by a healthier menu and more contemporary store environment. Gillette and L'Oreal continued to improve their dominance in the personal care sector.

The report also underlines the rising value of luxury brands, part of an industry worth some $400bn. An emerging band of affluent consumers in  emerging markets is one factor underpinning this growth. BMW and Louis Vuitton were the top luxury brands in Europe, ranked in third and frouth place overall and followed closely by Porsche and Mercedes.

Lots more in the report, which you can read here