There's a good reason Apple puts "Designed in
California" on its products, rather than "Built in China."
Lessons for all of us on developing a successful backstory.
One of the first things we like to know about people when we
meet them is where they're from and what's their story. The same is true for
brands. In the business this is often called brand "provenance,"
which comes from the French word "provenir," meaning "to come
forth" or "originate."
"Simply placing an Eiffel Tower image on the front of
your package does not make you French."
It's an irony of this age of globalization (or perhaps
because of it) that people want to tie brands to specific locations. A classic
example of the importance of provenance is French champagne. Only sparkling
wines made from grapes from the province of Champagne can use the word
"champagne" in their title. Provenance is crucial for many brands because
it proves their authenticity and is shorthand for the craftsmanship and
ingredients that go into these products as well as the history behind them.
Provenance is a key element that sets them apart and, in many cases, allows
them to charge a premium.
So how should you manage a brand in a category where
provenance is important? Here are a few principles:
1.
Understand Customer Perceptions
As always with marketing it starts with the
customer. How do they view the location your brand is from? What attracts them
to it? What emotions does it elicit? What is magical about it?
For example, Paris evokes romance and
fashion. To take advantage of that "L'Oreal has consistently tied itself
to Paris," states Eric Zeitoun, president of Dragon Rouge, a global design
and innovation company. "This reinforces the stylish aspect of the brand
and differentiates it from brands like Olay, which can only claim scientific
heritage. Similarly, most luxury watches have consistently claimed their Swiss
heritage as a way to associate themselves with precision and
craftsmanship."
2.
Leverage Location--But Build On It
Once you understand customer perceptions
you have a base on which to build. And while it's important to utilize your
place of origin, it's crucial not to just do what Fred Richards, worldwide
creative director, Consumer Branding at The Brand Union calls "postcard
branding." This refers to what Richards calls "the lazy application
of location images on the front of packaging in a vain effort to indicate
provenance as 'postcard graphics.' Simply placing an Eiffel Tower image on the
front of your package does not make you French."
Instead you need to think through how your
brand represents your place of origin and go from there. Per Barbara Apple
Sullivan, managing partner of the Sullivan agency, Ikea puts Sweden's
reputation for clean design and simplicity at the heart of its product
portfolio, then builds on that. Ikea's "visual identity system is built
around the Swedish national colors of blue and gold, and each store’s unique
layout is designed to maximize efficiency for the consumer. Product names like
the Fjordgard and Finnvik mattress and Swedish meatballs served in the store
cafeterias serve as subtle callbacks to the company’s homeland."
3.
Focus On The Details And Tell The Story
A brand's provenance comes to life not only
through the offering but the story around it. As Camilo La Cruz, EVP and
director of Innovation and Experience Design at RAPP, states, "The where
and how are a powerful source of myth at a time when we seem to be obsessed
with the craft, authenticity, and personality of the places and people behind
the things we buy."
Ghurka leather bags provide an excellent
example here. The story of their heritage and attention to detail is
beautifully told in this video.
4.
For Comeback Brands--Rediscover Your Heritage
Chrysler, with its "Imported from
Detroit" campaign, provides a path to follow here. As Paul Kuzma, chief
idea officer of TRIS3CT points out, the car company "has grown from a tag
line to a brand unto itself and has given Chrysler a runway for success. Plus
it helped the brand find supporters who are lining up for the cause, including
Michigan friends like Carhartt."
(Two caveats here: 1. Will Chrysler build
cars that live up to the tagline? and 2. How Detroit fares can affect how this
campaign is received. The more Detroit struggles the more problematic that is
for the campaign. To a certain extent tying too closely to a location puts your
brand at the mercy of the locale's dynamics and perceptions. )
5.
For New Brands--Find Your Story
Just because your brand is new doesn't mean
you have no opportunity to build on your provenance or heritage. There are many
new brands from locales around the U.S. and around the world that have
interesting heritage and stories that capture them. A local example here in North
Carolina is Fullsteam Brewery. Their vision is to "create a distinctly
Southern beer style that celebrates the culinary and agricultural heritage of
the South." They do this by using unique, Southern ingredients and working
with local chefs and even musicians to create interesting beers. Like
Fullsteam, many other craft brewers around the U.S. have taken advantage of
their provenance to build their brand.
6.
If You're Provenance Isn't Attractive, Don't
Emphasize It
Not every brand has the benefit of positive
provenance. For example, while Japanese companies set the standard for quality
products in the auto industry, other Asian countries are not perceived
similarly. That's why Apple puts "Designed in California" on its
computer packaging instead of "Built in China."
Over time this may change, but until it does,
for some brands it may be more beneficial to focus on attributes other than
provenance to position themselves.
In sum, provenance is something many brands can leverage.
It's just a matter of figuring out how best to do so. Hopefully the guidelines
above provide a path to do so.
Mark is the author of three books (including the popular Sun
Tzu and the Art of Business: Six Principles for Managers) and a Lecturer at
UNC’s Kenan-Flagler Business School. Prior to that Mark was a marketing
executive with experience at IBM and Lenovo. All blog views and opinions are
his own.
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