Playgroup | Helping brands build genuine brand equity

Consumers need to want to be associated with their brands, creating that pull is key.  This creates a connection and is the start of an ongoing dialogue, a conversation between consumer and brand.

This conversation has to be genuine too. We are much more picky these days, so we increasingly need to really believe in the brands we buy.

What’s does the brand believe in? What is its stance on key issues? 

In order not to trip themselves up, brands must to be truthful in everything they communicate.  As we become more and more savvy, if they aren’t true to us we will see through the puff before long – and eventually this will causing long-term damage to the brand.

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Rock a bye baby is an edgy baby fashion brand. Check out these baby clothes for the parents and babies rebelling against mainstream pastels. The designs are inspired by pop culture and they are definitely different!

http://www.rockabye-baby.com/home.html

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Corporate philanthropy began with companies taking actions to benefit the local communities which they operated in – giving back to local schools, hospitals etc… However with employees and consumers becoming more sophisticated when choosing their brands and employers – company’s activities in this area are on a whole new level.

Companies are taking on bigger issues such as climate change for example. This is sure to enhance the corporate brand value and reputation as a by-product. Whether the corporate agenda is a genuine one or not, we are increasingly reviewing company activity in socially sensitive areas and using this as decision making criteria when choosing the brands we work for and buy.

However, as everyone continues to jump on the bandwagon, we might start to question and challenge how seriously brands are really taking these social issues. Is it really central to their strategy when it comes to packaging, product development and supply chain etc...?

Any action that is taken at the corporate level to tackle social issues is obviously positive and we shouldn’t knock it - but the pressure is still on as our expectations continue to rise.

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Is being green, just the new black?

The Anya Hindmarch ‘Im not a plastic bag’, driving a Prius are examples of us externally displaying our commitment to doing out bit to save the environment.

But behind closed doors, is the fridge stacked with super foods including blueberries shipped straight from Chile to our supermarket shelves? Are the Australian wine bottles stacking up? But is that OK, because at least they are going to be put out for recycling. Does thus make us feel better for having them flown from the other side of the world?

Is the harsh truth that for many, they want to do there little bit and want to be rewarded for doing so, do we want a pat on the back for their actions.

The challenge is to make these ‘compromises’ we are making to our daily lives a way of life. Buying organic from the local farmer, public transport instead of driving to work, but, how far are we really willing to go? We work hard Monday to Friday and earn our rewards – if only a holiday to the Norfolk cost had the same appeal as the beaches of Fiji.

Is the answer that we let our brands do the hard work for us? We are increasingly discerning when choosing between the brands we choose to buy and the brands we work for – our values need to align.

For example Marks and Spencer and their Plan A, they will work with customers and our suppliers to combat climate change, reduce waste, safeguard natural resources, trade ethically and build a healthier nation. They claim 'We're doing this because it's what you want us to do. It's also the right thing to do.'

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I keep hearing of more and more people telling me their companies have locked them out of facebook. A decision made by management who are angry that their staff are using company time to waste otherwise productive hours.

Surely if employees want to skive off, they will one way or another, whether it be on facebook or planning their next summer holiday online?

By companies dictating and taking the distraction away, they are putting employees backs up - not a good move when you want to motivate your staff to drive towards your business goals.

Even more extreme, a friend was telling me that not only is facebook banned but her IT department track ALL staff internet usage. 'Internet can only be used for social use during your one hour lunch break'. Very big brother. Surely the combination of financing an IT department to check up on people, combined with the negative feeling towards the organisation are likely to be more of a cost to the business than employees taking time out to add the odd wall post on facebook?

It is also worth noting that those staff who want to achieve, work hard and be rewarded will do so whether they use social networking at work or not. With a good reward and recognition programme any performance issues should come out in the wash anyway.

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