Fly Tying Spencer
Be all you can be: person company and the alignment of languages
Not only CEOs and corporate spokesman who need effective language the message. The most successful advertising slogans are not seen as slogans for a product. They are the product. "M & M's melt in your mouth, not in your hand" to "Please Do not squeeze the Charmin toilet paper, the plop, plop, fizz, fizz of Alka-Seltzer to" United wander the planet friendly, no room for light between the product and marketing. The words that reflect the work "not only the soul of the brand, but the company itself and its reason for being" Business as the creative director of Publicis Worldwide, David Executive Drugs.
Similarly, experts in advertising to identify a common quality among the icons popular and enduring of the company: Instead of selling their businesses, these characters embody. Ronald McDonald, the man Marlboro, Betty Crocker, the Energizer Bunny – they are not friends trying talk to us in the purchase of a Big Mac, a packet of cigarettes, a box cake mix, a battery pack, not even customize the product. As slogans most famous are the product.
Walk into any bookstore and find dozens of books on marketing and branding efforts of U.S. companies. The business process of communication was cut, minced and again and again, but you will not find a book in any of the really essential in our century world XXI century: the company's character and how to use the words that work to create and maintain.
The company is the sum of personnel management business business ethics, products and services offered, customer interaction, and especially the language that ties it all together. Most large companies do not have a firm figure, but those who do not benefit significantly. Ben & Jerry's attracts a Customer in part due to very exotic names that gave the classic (and unconventional) flavors they offer, but the positive relationship between company management and employees also plays a role, even after Ben & Jerry sold the company. McDonald's in 1970 and Starbucks over the last ten years has become an integral part of culture American, both for the lifestyle that reflects the food and drinks they offer, but the glossary at the store helped by placing them outside their jurisdiction. (Never customers call a person who served a cup of coffee barista "before the word Starbucks is popular?) The language never the only factor in the establishment of a person business, but finding the words that work on all companies that have one.
And when the message, the messenger and the receiver are in the same page, I call that rare "language alignment, and it happens much less often than you think. In fact, almost all companies engaged to my business communication boards found linguistically non-aligned.
This is manifested in two ways. First, in companies focused service, sales force is too often a language other than the sale of the marketing people are using. There is nothing wrong identification of the sales strategy to each customer, but when you have your sales team to promote a message that has no similarity with the advertising campaign, which undermines efforts. The language in the ads and promotions should match the language on the street, shop, and field. For For example, Boost Mobile, which targets a young population of the city center, uses the slogan "Where are you?" ungrammatical (and politically) correct – but it is the language of consumption.
And companies in seconds Instead, with multiple products in the same space too often allow the language of these products to another blur and bleed. Procter & Gamble may sell a hundred of different items, but although everyone responds to a different need, a different space, and / or a different category, that is perfectly fine for them to share the same language. You can use some of the verbiage even sell soap as if it were to sell towels, because they do not mislead the consumer products and what they do.
Not so for a company that is a line of work, such as selling cars or selling beer, which businesses use adjectives to describe products very different the same thing. In this case, linguistic alignment required to achieve a much more disciplined linguistic segmentation. It is almost always a strategy Sales more effective sharing appropriate adjectives and create a unique vocabulary for each brand.
Such a large company that is facing challenges and managed language to achieve alignment, even if they are to lay off thousands of workers, is the Ford Motor Company – which manages a surprisingly diverse group of Mazda brand Aston Martin. Corporate Leadership Ford has acknowledged that it was impossible to separate the name of Ford's corporate history, heritage, and the range of vehicles – and what good. They came as a package. Of course, Ford maintains the individual brand identity, through national and local campaigns and creating and maintaining a separate image and language each brand. For example, "unique style and sensual," even more relevant when talking about a Jaguar S Type, but probably not relevant to a Ford F 250. But the fact that the CEO is called Ford customer communicate the continuity of the company, Bill Ford and sitting in front of an assembly line to talk about leadership and innovation in all Ford vehicles is effective all the individual brands in the lineup.
The words he used – "innovation" "Motor", "re-engagement" Dramatically, "" dedicated "- are the simplicity and brevity of effective communication and wrap around the CEO is the fourth generation of Ford to lead the company – and therefore credibility. Cars are the message, Bill Ford is the messenger's tongue dead-on, and Ford has weathered the U.S. auto crisis better than its rival General Motors. Again the language is not the only Ford driver brand image and sales – but is certainly a factor.
In fact, brand-building campaign has been so successful that GM has jumped on board. But Ford quickly took a step further. In early 2006, began to exploit its property Volvo (I wonder how many readers did not know Ford bought Volvo in 1999 and bought Jaguar a decade earlier) to communicate commitment to the safety level of driving, all of its brands and vehicles. Volvo is one of the most respected cars on the road today and alignment of all Ford behind the industry leader is a very smart strategy indeed.
So what about competition?
General Motors Once the powerhouse of the automotive world, has an equally diverse range of products and probably the richest history of technology and innovation but the public message of the cuts, acquisitions and layoffs has been designed to please Wall Street, not Main Street, and smashed car sales. At the time of writing this, GM suffers record losses through registration job cuts, and a record number of bad stories about their marketing efforts in their absence.
It need not be.
The actual attributes most lines genetically modified products are more attractive than the competition, but the image of the product itself is not. To own a GM car is to tell the world you're 1970 and since the unit is considered an extension and expression of self to others, people end up buying a car, actually eat less because they feel the cars say something more about them.
Think about it. Here is a company was first to develop a catalytic converter, first developed an advanced anti-roll stabilization, the first in developing engines they can use all kinds of mixed species, especially in today's market, the creator of OnStar – an incredible security of the new era and the computing device monitoring. However, most American consumers have no idea what these valuable innovations came from General Motors, simply because GM decided not to tell. So, instead of using the latest technologies and new customers joined, GM is in a dialogue with shareholders decline. N = number of sales of alignment.
Another problem with GM: We did not know that different brands under the name of GM has been made. . . GM. Even the best known brands, such as the Corvette and Cadillac had disconnected from the parent company. Worse, all different brands (with the exception of Hummer, which could not be lost in the crowd, though the brand manager wanted) conditions were similar, visually similar, and a similar message – blurring the distinction between trademarks and GM vehicles will become nothing more than generic American cars. Marketing repeated failures were only part of the recurring problems of GM, but as this matter was completely under his control, would have been easier to treat.
Where products, services, and language are aligned they acquire another essential attribute: authenticity. In my own market research dozens of Fortune 500 companies, found that the best way to communicate is the authenticity customization shot: Members of the public are in the order. . . and consequently in the product? Unfortunately, customization is far from easy.
To illustrate how companies and brands competitive space to create complex characters themselves all the needs of different consumer groups, let's look at the cereal. No one can go shopping a box of cereal. However, different cereals offer different experiences. Watch and listen to its marketing approach and the words they use.
Most infant cereals sold oriented energy, enthusiasm, adventure and the potential for fun – even more than the actual taste of rice or wheat puffs covered sugar carton. On the other hand, the grain is sold to adults, according to its usefulness for maintaining and improving health – happy child again.
cereals for children are launched by cartoon characters and non-threatening – tigers, parrots, vampires love chocolate, captain, and a trio of small values capitalization – never an adult or a command authority. adult cereals come to you in front with a message that is not so subtle food police, wrapped in saccharine-sweet smiles, exclaiming that this cereal is a favorite of healthy adults and cholesterol conscious who do not want to have colon cancer! Ugghhh. Buy ice flakes because "Are lower!" Adults buy Special K, because we want to be as attractive and vigorous as the actors who promote it. When it comes to cereals in parents and children only thing in common is that taste of the issues a bit more than the image, experience and productive partnership – and if the communication appears authentic, they will buy.
And certainly grain sales. Cheerios Cinnamon Toast Crunch, 6 billion more than cold cereal sold in the United States U.S. alone in 2005. If you're watching the best-selling brands of five years, a list of several for a diverse group of clients. The language used for each of these five brands is very different, but in all cases absolutely essential.
By examining the best selling brands in the first and third grain, one could first think that only a slight variation in ingredients mark their differences. Cheerios Honey Nut Cheerios are approximately the same as whole grain cereal in the form of O, but in reality are two very different products, beyond the addition of honey and a crisis of walnut.
The language behind Cheerios is very simple and universal – "the one and Cheerios only. "It could be for children … it could be that young adults … could be for parents. In fact, everyone wants to sell Cheerios them. As its Web site, is the cereal Cheerios is appropriate for "young children to adults and everyone else." Heart-shaped bowl Subtle each table suggests that consumer age as whole grain cereal is a good start for a day of good health. However, the website also has a section dedicated exclusively to young adults, with tests and "Tips for new parents" talking about how Cheerios has helped raise the children happy and healthy. The language behind Cheerios works because it transcends the traditional boundaries of age and Society adds a sense of authenticity.
Although you I could probably live a happy and healthy with Cheerios as their choice of single, there is an important market which requires more grain. For consumption Cereal public approximately the ages of four and fourteen, a different flavor and linguistic approach is necessary. Buzz Cheerios bee pet, friendly for children honey and nuts, the land of the irresistible "taste of golden honey, the sweetness of the product is sold to a population that aspires sugary foods. While the father knows his son wants to cereals because of its sweet taste (As it passed through the packaging), Cheerios Honey and nuts must still pass the test of a parent. By making such statements as "whole grain" and "13 essential vitamins and minerals" in the box, the gains of the authenticity, credibility and parental approval.
Two different messages in a cell in the same product market effectively to children and parents, help and Honey Nut Cheerios number three best selling cereal in 2004. So with the addition of honey and nuts, General Mills, the producer of Cheerios line has crossed the gap between children and young adults, and completed the winery Cheerios life from the cradle to the grave with the consumer.
To take another example, if you want people to think you are healthy hip and ensures that they see the bottled water – and the fans better. Nobody was walking with a diet Dr. Pepper in hand is trying to impress anyone. At present, there is almost a feeling of that soft drinks are for children and uneducated masses. This is a cache for water consumption and expensive and exclusive brands in fashion. Now, there may be some people who have such highly refined, educated taste buds can tell the difference between Dasani and Aquafina (I from certainly can not), but fashion insiders are more likely than not water composers (or, to continue the theme of snobbery, installers). You will not see many people Syracuse at Cincinnati or luxury clutch bottled water. Hollywood, South Beach and the Upper East Side of New York are, as always, another story.
There is one last aspect to be the message that impacts how we hear and listen. How our language is delivered can be as important as the words, and no one understands this principle better than Hollywood.
At a small table tucked in the corner of a store Italian restaurant on the outskirts of Beverly Hills, who had occasion to dine with the legendary actors Charles Durning, Jack Klugman, and Dom DeLuise. The dinner was a string of stories about actors, writers, film and most memorable lines ever created. (Subject Klugman, another Emmy winner, "A great line is not spoken, delivered.") Best known for her roles in The Odd Couple and Quincy, Klugman told a story about Spencer Tracy was how the performance of their lines for a movie at the end of his career in film by the writer. Apparently not satisfied with the reading, the writer Tracy says, "Can you give more attention to how you read this line? It took me six months to write," To which Tracy replied, "I took thirty years to learn to say it correctly the line took only six months to write. "
Spencer Tracy was able to be the message – and Oscar tray shown.
Extract from the speech that the work of Dr. Frank Luntz. Copyright 2007 The Dr. Frank Luntz. All rights reserved. Posted in Hyperion. Available always sell books.
About the Author
Dr. Frank Luntz was named the “hottest pollster in America” by the Boston Globe, and “has a special expertise, on that happens to be in demand these days,” according to The New York Times. He is sought by CEOs of Fortune 100 companies, political candidates, public advocacy groups, and world leaders — just about anyone who wants to know how to say things better and more effectively. Dr. Luntz has supervised more than 1,200 surveys and focus groups in twenty countries, and has engineered some of the most potent political and corporate campaigns of the last decade.
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