Impressions

by Cochran

My Saturday Branding Lesson

A parking lot with landscaping and a diagonal ...

Image via Wikipedia

So, I was exiting one of my favorite coffee shops after enjoying my Saturday morning cup. I tend to linger longer on Saturdays.

Just for the record, I drive a metallic blue Honda Accord.

As I was leaving the shop, I was reading an incoming text message on my smart phone. Since I was focused on my phone display, I wasn’t looking at my car. But, I knew the general direction in which I had parked.

As I approached my car and pressed the “unlock” button on my remote, I noticed that there was a half-used legal pad sitting on the back seat. My first thought was, “How did that get back there? I never use the back seat and, by the way, I don’t use legal pads (well, not in public, anyway).

Then came the a ha. This wasn’t my car. Mine was parked in the same overall position, just one row over.

My first instinct was to feel embarrassed. Who saw me? Did the owner of the “other” car think I was trying to steal something? Who was having a good laugh at my expense?

As I unlocked my car door, hopped in and sped away, I had a good laugh at my mistake.

Then, another a ha. This was my Saturday branding lesson. Thank you, Honda.

The “other” car I tried to enter was also a Honda. Not an Accord, but a Civic. Not metallic blue, but metallic gray, and probably the same model year as mine.

It dawned on me that this was branding at its best. Even though I wasn’t focused on the cars in the lot, out of a tiny little corner of my eye, subliminally even, I had shown my brand loyalty to Honda. I didn’t walk up to a Toyota or a Mazda or a Nissan and make this mistake. My eyes took me to a Honda, albeit not my Honda.

Was it the color similarity that fooled me? Was it that I sometimes park in that exact parking space (the one where the Civic was) many a Saturday morning? Was it the overall design of the car that I recognized? Did I unknowingly glance at the Honda logo and gravitate towards it?

It was probably a combination of all of these factors (and probably some I haven’t even thought of yet) that attracted me to the Civic. All in all, it was an interesting branding case study. This Accord is only the second Honda I’ve owned in my lifetime. Oh, but I did receive a telemarketing call from Honda this week. Scary, huh?

Pity I can’t time travel back to notice whether there were other Honda models in the same general area of the parking lot. Or notice if there were other cars the same color as mine. Or any of a myriad other factors which may have affected my choice of the gray metallic Civic.

I’d love to know what you make of my branding experience. Please comment and let me know what factors I’ve overlooked in my analysis.

P.S. Thank you, Honda, for the interesting study in branding and brand loyalty. And, by the way, I love my Accord. Keep up the good work.

February 11, 2012 Posted by | brand loyalty, design, design thinking, Marketing | , , , , , , | 2 Comments

Learning to Unmeasure

I hereby proclaim 2012 the year that we learn to unmeasure.

Measurement is really about the past. When we analyze, or measure anything, we’re using the past as the benchmark. How backwards.

Try as we might, we can’t truly measure success. We may think we can. We may attain a certain level of confidence, knowing we’ve reached a prescribed goal. But, truly successful people are smart enough to focus on the future, rather than the past. They use each new success as a launching pad for their next challenge and subsequent success.

Happiness is another unmeasurable. Happiness is intangible and fleeting. It seemingly comes and goes throughout our lives. The wisest among us learn to amortize happiness over the course of life, rather than gauging happiness on a day-to-day basis. Happiness is an art.

Art. Now, there’s an unmeasurable. Art looks, feels and sounds different every time we interact with it. Music and art critics attempt to use words to convey the value of any musical composition, piece of art or literary work, but most of those critics will admit that words are a poor measurement tool. Art is, after all, about feeling, both for the artist and the viewer, listener or consumer of that art. And, how can we measure feelings?

On the business side, is it really possible to measure brand loyalty? Or return on social investment (ROSI)? We can attempt to, but these are almost as elusive to measure as happiness and feelings. And, by the way, brand loyalty and ROSI each include a certain amount of happiness (or unhappiness) and other feelings at their core.

And, what about employee engagement? Do we really need fancy tools to measure that? Engaged employees do positively affect a company’s bottom line (now, that’s a measurement). But, perhaps, employee engagement should be regarded more as a philosophy, rather than something to be measured. When we begin to measure something, we’re then compelled to analyze it to the point that we lose the human element. And, employees want to be treated as humans, not numbers.

That which gets measured matters? Or that which matters is worth measuring?

I say neither. Thankfully, the most important things in life and in business cannot truly be measured. We should all practice the art of unmeasuring once in a while. By doing so, we’ll give ourselves the opportunity to become better listeners, better observers, better friends and better leaders.

What are your thoughts? What are some areas in your personal and/or business life where you can take an unmeasurement approach?

January 8, 2012 Posted by | brand loyalty, design thinking, empathy, employee engagement, happiness, measurement, return on social investment | , | 1 Comment