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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%.

Green trends + sources

As most of us are now only too aware, environmentalism and the broader issue of sustainability are becoming more important trends impacting the very nature of how businesses operate. IBM's latest Global CEO study finds that of the main issues creating change, environmental issues have gained prominence over the past two years, but they still rank well below market factors, globalisation, people skills and technological challenges.

Whilst many companies develop standalone green policies or use green elements in their marketing, moving forward the real challenge is to put environmental concerns at the heart of all business processes and decisions, to create a sustainable framework right across the value chain. Consumers are demanding this from their brands. Research by Havas Media, finds that consumers expect brands to help solve climate change. To quote from this article

"Consumers are becoming increasingly aware of who is credibly making changes and who is not, despite green stereotypes associated with different sectors. The result: green marketing strategies and good environmental practices are no longer a “nice to have” for brands, but increasingly a “must have” in terms of not only maintaining brand image but also in maintaining market share."

Global brands across multiple industries have been making considerable noise of late about their commitment to sustainable causes of late. Coca-Cola rolled out a series of films featuring ‘green’ Olympians at the Beijing games, as part of a series of changes it is making - including its own US recycling plant for all cans and PET bottles. Microsoft’s ‘Get Green, Stay Green marketing’ program was launched back in May 2008, although with mixed reviews. Sony Electronics has been focusing on sustainability with an e-recycling program, working with Waste Management Recycle America. It has 155 electronic recycling points in the US and is to hold an event in Boston that will invite consumers to recycle their unwanted electronic products, with the first 2,000 people receiving a gift in return. The initiative is to be supported with recycled ads used back in the 1970s.

Meanwhile, the range of ‘green’ brands is expanding, offline and online. Trendwatching does a great wrap on some of the latest brands to hit the shelves. The new search engine Forestle caught our eye, with its pledge to save rainforests with each search, but it now appears to have lost its relationship with Google.   

Digging deeper into ‘green marketing’, we found a wealth of thought leaders, blogs and media, which may prove useful to some marketers out there. This list is by no means exhaustive, just some interesting links we found:

The Green Biz Blog at Businessweek is a good starting point

La Maguerite – an environment blog with a section on green marketing

Future lab has a good article around green marketing, with some useful examples from the auto and energy sector.

Environmental leader looks at the green initiatives from US corporations

ecoAmerica reviews a lot of the major and regional press on this subject

Promo Magazine has a pretty good green section looking at all elements from branding, advertising through to implications in terms of direct mail and fulfilment.

We shall endeavour to build on this over time.

The enterprise of the future

As nations from around the world fight it out for Olympic glory, IBM’s third global CEO survey* reveals that leading enterprises also face a tough battle in the corporate sphere.

On multiple levels, the speed of change has increased dramatically, but corporations say it is not always easy to keep pace. Market factors, people skills and technology are the top three change drivers, but environmental issues have also gained ground over the past two years. 

In this more dynamic landscape, enterprises must be ‘hungry for change’, and able to adapt quickly with strategies that take advantage of such challenges. Aligned with this thinking, is the requirement to be ‘disruptive by nature’, whereby organisations disrupt elements of their business or industry to create competitive advantage.

Organisations also need to be ‘innovative beyond customer imagination’, producing products and services that meet the needs of sophisticated and demanding customers around the world. Two-thirds of CEO’s believe there is a significant opportunity in targeting the growing communities of affluent consumers in fast-growth markets.

The growing pressure on corporations to be open and honest will continue to force them to be ‘genuine, not just generous’ in their approach to corporate strategy. Corporate social responsibility policies are likely to be extended deeper into the value chain in a bid to be more transparent about their activities. 

In terms of the global agenda for enterprises, the issue today is centred around how best to organise and operate the global business. Securing what IBM terms ‘global integration’ opportunities, via collaborations and partnerships is hugely important. The survey found that over half of CEOs are planning to change capabilities, knowledge and assets to better integrate their business globally.

*The IBM Survey questioned 1,130 CEOs, general managers and business leaders in 40 nations and across 32 industries.

The full survey is here