British American Business Inc., the combined chambers of commerce for the two countries, just keeps getting better. This summer, it held a great event on transatlantic branding, with panelists representing British Airways, IBM and Range Rover. Richard Edelman, chairman of Edelman Worldwide, served as an excellent moderator for this event (he is the head of the world’s largest independent PR agency).
Each panelist explained how their brands are exported and tried to put them in context of what we see as American consumers (for the British brands) or globally (in the case of IBM). What was particularly heartwarming was that we had a panel of firms, that for the most part, are doing a pretty good job of it.
We’ve talked about British Airways here before. It was fun to hear the woman who spearheads this effort, Elizabeth Weisser, talk about the risks and rewards of its “Go With Those Who Know” campaign. Elements of the campaign, especially outdoor advertising in NYC, have been very successful. Its direct mail campaign includes a book of “English to English” translations and postcards reproducing advertising elements that are fun to send to your friends. This is an excellent example of leveraging one’s investment in marketing communications with creative that elevates the brand – and makes the British heritage relevant to the intended audience. We think BA could have taken things a little further though, with a greater amount of supporting content on their website and carefully targeted in-flight collateral.
The IBM exec, Anil Menon, talked about making theoretical branding concepts work in hundreds of local markets – and how IBM is striking a balance between central control of the brand and its promise while remaining locally relevant. Interestingly, in some local markets, the logo itself was being transformed – including pictorial representations of an eye, a bee and the letter “M”. Beyond wresting control of the identity, IBM is communicating consistent promises globally to make its top customers comfortable that it can deliver its services – and its core promises – in every market. The resurgent IBM is carefully managing its brand and perception, spending millions on tracking studies and other market research to make sure its message is getting through. These guys are good!
The Land Rover exec faces a product perception challenge that will take a few years to overcome. Quality problems with the now discontinued Discovery continue to dog the brand. Yet it remains a favorite of the country club set. Continued improvements in quality and product innovation are the company’s key strategies to fix its perception issues. Interestingly, this unit of Ford also seems somewhat penned in by corporate aversion to risk.
During his presentation, Richard Beattie talked about a billboard for a sister brand, Volvo, which is running in the UK. The creative supports the Volvo C70 convertible, and sports the headline “Safe Sex.” He asked for a show of hands for who would think this ad should run in the U.S. Of course, mine was the only hand raised. Caution and death by committee hampers breakthrough creative – and this is a perfect example of not trusting the U.S. consumer to have a sense of humor and the sophistication to get the pun and believe good things about the company that would run such an advertisement. Too bad – and an opportunity lost. In a business as competitive as automotive, breakthrough creative is what it’s going to take to win (in addition to great product). Especially true for Ford’s import luxury brands which all face reduced marketing outlays in light of corporate belt tightening.
BABi runs more than 40 events in NYC and a similar number in London (as well as events in other cities through its affiliation with BABC). I heartily recommend you check the organization out – and if you are an active transatlantic marketer – join up! Visit www.babinc.org to learn more.
