How Bazaar - 125 years of Marks and Spencer

Having grown up with Marks and Spencers (my Mum loved it as much as the royals!), it is easy for all of us to take it for granted. However I was delighted to see the great ship M&S celebrating its 125 year birthday and doing it in a style all of their own.

I have never seen a brand that has bounced back so much after everything that is thrown at it and is also so confident in its own skin. You gain a wry smile from and a sense of a bunch of marketers who really get it and know themselves by every single thing they do.

The amazing facts about M&S are how they have both stuck to their heritage of being pioneering and actually change the way we eat, shop and dress for 125 years. 

The other trick they have managed to pull off is how loved they are by the British public and every single person in Britain seems to want them to succeed. How can you achieve this? This is like searching for the answer to the meaning of life in brand terms and only since Salad Cream's position on Britain's supermarket shelves was in danger did we see the passion on Britain go towards supporting and preserving part of its heritage. If M&S was to ever even hint that it may close its doors, can you think of another company or institution that would cause so much public concern or interest in its well being? Tesco - no, BBC - not really, BHS - no way. 

Many companies tell people it is their 10th birthday and send them a voucher or something, however M&S have really invited you to be part of it and you do feel part of it. Amazing giveaways for a penny which helps engage people in the their brand story and the trust element of being over 100 years old has never been more timely. I hope my great grandkids are celebrating their 250 anniversary and that their is still a place for the old dear many years from now. 

Great work M&S keep it up!

Everyone loves their own brand

As people are wishing the year away until the credit crunch loses all of its teeth, there are many of us out there who are reevaluating our situations in what we do as a job (if we still have one) or if you are looking for a new role. 

I read an interesting article this week (Ok again in 'Psychologies' magazine) on a women who gave up the 9 to 5 and relooked at what she really wanted to do with her life. Alot of us would be eyeing up the move to the countryside, the b&b in devon, becoming a 'consultant' or even thinking we were 19 again and hoofing it round the world in hostels, then getting the Amex out and upgrading to the local Marriott (or better) and cut it down to a month of luxury instead of a year slumming it. But instead of dancing with wolves to find yourself, the article highlighted 5 easy steps to finding brand you and at this time when confidence is at an all time low everyone could learn something from going through this exercise, even over a cuppa when you have a spare half hour. 

When looking for a new role or when boldy going where no man (or woman or actually you) have been before, it is a good idea to rediscover what made you so attractive to an employer in the first place. I always see it like dating. If you have been in a long relationship, you get comfy, you are you but you begin to forget what might make you attractive should you ever have to go out and find another 'partner'. What would you dress like, who would you be looking for, what do they want in you? You don't want to jump at the first opportunity and it is an easy mistake to make to try and be something you're not just to get in the door (I am talking about jobs now!). So the best thing to do is be confident in who you are and you will be in the best frame of mind to meet potential suitors (Whether new job or career) who want to spend the rest of their life with you rather than it all ending in tears. Here are my version of the four steps to finding brand you......

1. Create your brand values. In other words, think about four key words that explain what you are all about. Think about after meeting you, what would people say about you when you left the room? (That is your brand.
2. Create your brand story. Everyone has a story, where they have come from, what they have done, why they chose those paths and ultimately how all of this ties up to show a clear path to where you want to go next. Next think about all of your key events, both personal and professional, think about those who had the biggest influence on you and also what had the biggest influence on you through your life to date (Music, sport, weddings, tragedies that made you stronger). You will be surprised how these key events unlock who you are and have been a major factor in influencing you in the past, now and in the future. If you are struggling, start writing the next chapters and even how you see the ending to your story. You never know where that may lead.
3. You are a unique product, tell me your key features. You will need a great answer to rhyme off what you can do for someone, what you will add to the role, however if a career change or upgrade, how will you rebrand yourself. What do you want to be that you can back up and start planning to putting development in place to help you get there.
4. Remember your audience. Who are you talking to line manager, hr, agency, CEO, investor? Whoever you are talking to make sure you have a think about the day they may be having, it may be to your advantage. Find out as much as you can about them, their dept and who works in it. If it is HR, why not talk to someone you know in HR (or find someone) and ask them what their role is like day to day or ask if you can speak to someone at the level or in the role you are applying for, it really will help. Lastly think about what they will really want to know and stick to that. Remember your stakeholders if there is a panel or more than one person interviewing you then ensure you find out about them and give them plenty of reasons to believe in your brand from their point of view too. 

It is tough out there but if you can rediscover what made you so special in the first place you can turn any job interview into a the life changing moment you have always dreamed of.

ASBO-tising

As I was perusing a ladies mag called 'Psychologies' (you don't need to know why!), I double took when I saw this advert for a famous lady's shampoo. So, lets get the basics right....nice lady - check, Lovely hair - check, ASBO tag - che.....what?? Now, I have been involved in many advertising pitches, ad creation and signing off campaigns through the line and I have personally got sign off from brave CEO's at times, but what on earth were anyone and everyone involved with Clairol thinking with this ad?? What the hell happened to 'just stepped out of the salon'.

I know there is a big heat readership and everyone loves a bit of celeb juice but glamourising Li-lo's nightclub face flattening antics but this is going a bit far.

I think of Clairol as a higher end beauty care brand that provides accessible salon quality on the high street, but how the agency pitched this, marketing manager said yes and then the Senior leaders signed it off is beyond me.

What's next a tag with every ten bottles, alcoholic shampoo, drink, rinse and repeat??

If you want a real lesson on how to cheapen your brand by taking a 'wouldn't it be funny if...' joke a bit far and printing it in national magazines then Clairol soon to be sponsoring Booze Britain as the biggest example of this I have seen in a long time.