Think you know how to connect your brand with customers? In a world that’s more competitive than ever, it’s no surprise that 2015 was full of brands pushing the boundaries to really stand out and connect with consumers.
In our round-up of 2015’s triumphant brands, we’ve skirted around the perennial performers – Apple, Facebook and Amazon – and even skipped over the relative newcomers — such as Uber and Airbnb — to talk about brands that have brought something fresh and exciting to the year. Brands that have done something daring. Brands that know how to rejuvenate and leverage their assets. And one particular brand that just keeps things incredibly simple.
An amazing collaborative venture, epitomised by the award-winning “Ask for Cask” campaign, is one of our favourite success stories of 2015. Spearheaded by Scholle (a packaging solutions provider), the campaign has taken a big step towards getting people to re-evaluate their previous perceptions of cask wine.
Cask wine, also known as “bag in a box” or “goon bag”, has been around for 50 years. But until recently, cask wines have been overshadowed by an unshakeable reputation as a low quality, cheap wine choice. Now Scholle, working with well-known, high quality brands — which include Accolade Wines Australia, DeBortoli Wines, Yalumba and CCW Co-operative — has set out to change all that. In fact, some of Australia and New Zealand’s most prestigious wines, including Hardy brands and Margaret River’s Brooklands Valley, can now be obtained as cask wine.
BRAND LESSON: An innovative cross-industry collaboration has started to shift people’s perceptions of cask wine. They won’t change overnight, but by focusing the marketing messages on the convenience and freshness benefits of cask wines, they will slowly but surely see results.
Mount Franklin is 100% Australian. Even the tag line endorses the product’s Australian-ness — “Bottle of Australia, thanks”. In October 2015, Mount Franklin launched a new advertising campaign making everyone aware they are a brand that knows Australia. The ad plays on the fact that Australia is the “driest inhabited nation on earth” and ends with the tagline “Mount Franklin the nation’s hydration”. Even brand ambassador Jennifer Hawkins makes an appearance.
BRAND LESSON: It’s difficult to find a more homogeneous and undifferentiated product than water. Mount Franklin has an exceptional clarity of brand that breaks the water category conventions and makes it undeniable that it an Australian product to be chosen above all others.
Known as a brand that’s dedicated to sustainable packaging, in 2015, Veuve Clicquot took its commitment a step further by announcing that it would be the first company to produce packaging using grapes. The “Naturally Clicquot” packaging uses 25% grape waste from the wine-production process. The waste is ground into a fine powder before being combined with recyclable paper to create a gift box. The casing is 100% biodegradable and recyclable.
BRAND LESSON: Innovation, sustainability and a high quality brand image are not mutually exclusive. Veuve Clicquot proves you can innovate while preserving the planet. You may find this article interesting on how Millennials are forever changing packaging with regard to “green” packaging.)
Honoured with the Best Brand Transformation Award at QSR Media Awards, Baskin-Robbins has celebrated a huge year. One of this country’s earliest QSRs (quick service restaurants) entering the local market in 1989, the international ice-cream retailer had lost its brand affinity with Australian consumers. But once David Jordan took on the role of Australian General Manager, as an experienced franchise manager with a strong understanding of brand, the turnaround was on track. According to Jordan, it comes down to listening to franchisors’ needs and refreshing the brand experience for both them and customers.
BRAND LESSON: Focus on building knowledge internally. For its franchisors, Baskin-Robbins developed training that focuses on creating a great guest experience from the moment a guest exits their vehicle, until the moment they leave the store: what they see, how they’re greeted, what they taste and how they leave.
When it comes to giving customers a simple, clear and hassle-free shopping experience, discount supermarket Aldi knows how it’s done. In fact, it’s been named the world’s simplest global brand in the Global Brand Simplicity Index. And in a world where it’s all too easy to feel overwhelmed, this ability of Aldi to simplify our lives is the key to a winning brand strategy.
BRAND LESSON: Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In fact, 63% of consumers are willing to pay more for simpler experiences, according to Siegel+Gale. In short, embrace simplicity and you can improve your bottom line.
The brands that have stood out in 2015 have done so for many different reasons, but if there’s one thing that they all have in common: their ability to never accept the way “things have always been done”. These are brands that are continually listening to their employees and consumers, innovating and working out better ways to do things.
Of course, before your brand can really connect with your customers, need to build brand trust. You may find this article on building brand trust and mitigating risk interesting, and these points on knowing what you stand for, acting fast and being epic as foundations of keeping your brand relevant. You may also find this blog highlighting 2015 global packaging trends interesting.
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