Resurging,good,corporate,brand business, insurance Resurging a good corporate brand
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After two decades of watching marketers devote the majority of their energies, creativity, and budget to product-level brands, we are now seeing a rapidly growing focus on corporate branding. Previously relegated to the sphere of investor relations and corporate social responsibility, across industries there is now a new mandate to tell a story at the corporate level. Major companies, whether in B2B or B2C, are all stepping up their corporate brand building, reinventing this 1970s-era strategy, but for new reasons evolving from today’s business imperatives.This trend has been clearly evident in consumer goods. Long content to let its corporate brand exist in the handful of its powerhouse portfolio of brands like Tide and Pampers, Procter & Gamble has been the most recent champion of crafting and telling the corporate level story, beginning with their 2010 Olympics campaign “Proud Sponsor of Moms.” Credited with generating over $100 million in incremental sales, this effort was expanded for the 2012 games. Positioning thirty-four of its brands under P&G’s corporate umbrella was a first for the company. Not only was it the company’s biggest corporate campaign ever, it was also the first to run on a global basis. Beyond P&G, a series of consumer goods players such as Unilever and SC Johnson have stepped up visibility for their corporate logos, taglines, and messages. Even product marketing leader Coke has been emphasizing its corporate story, with a new corporate-wide engagement website that talks about the global impact of all its brands, focusing on the values and mission of the entity that binds them together.However, the shift to messaging at the corporate level is bigger than consumer goods, and applies across industries. Multiple corporate brands – ExxonMobil, Dow, Google, and IBM to name a few – have all upped the messaging on their unifying corporate story. In fact, Kantar Media data shows that corporate brand advertising grew by 17% in 2012 versus just 3% percent for total ad spending.This is a growing trend regardless of a company’s brand architecture. Whether the corporate structure is a “corporate” brand like P&G or General Motors; an “asymmetrical” structure like Johnson & Johnson or Bank of America, where the corporate brand shares identity with one of the business units; or a “masterbrand” structure like GE or IBM, each typology has seen increased focus. Google, an asymmetrical structure, has increased emphasis on messaging the total story as well as increasing the usage of the corporate name to better unite its diverse services, for example, changing Froogle to Google Shopping. Microsoft’s new brand identity was crafted to better visually connect its distinct offerings such as Surface, Windows, Bing, and others, uniting them as part of a more coherent corporate brand. Masterbrand leaders, too, such as IBM and GE, are also continuing to invest in a single corporate-level story.All of these brands are looking to tell the bigger story – the story of who they are and what they believe, not just what they sell. McDonald’s, for example, has recently shifted their emphasis toward their values and business intent, rather than the price of their food. Their corporate message tells stories about the farmers who grow the product and decisions to put apples into the Happy Meal – stories of who the company is and intends to be. It matters increasingly to signal where you are going, what you will provide in the future, and how you will behave.
Resurging,good,corporate,brand