When it Rains...It Pours!

When it rains...it Pours!

Famous words that have endured the test of time and advertising.  Whenever I am thinking branding, brand development or positioning, many times my mind wonders to Morton Salt.  They are the purveyors of salt and also branding genius!

I believe their brand efforts were Herculean and worthy of one of the "All-Time Greatest" positioning efforts, ever!  Think about it...when Morton Salt created the "Morton Salt Girl" salt was bought and sold in 5 pound paper bags and was a generic commodity.

However, Morton talked to consumers, understand the end-use needs, and crafted a brand position focused on a core issue with the common salt packaging methods... it easily caked and clumped and became very difficult to pour and use.  They created a new package (cardboard round container) and sold it in smaller quantities and a higher price...

The genesis of their "When it Rains...it Pours" was from a keen understanding of the customer and product use.  The brand has endured the test of time and STILL is relevant and changed the packaging, branding and sales of salt forever.

If a banker was in charge of that brand...they may have easily gone with the "free salt" angle or the "10% off" price position.  However, a price approach rarely, if ever, stands the test of time and usually results in a brand pricing against itself, to regain the "energy" of the initial price concession.

The MarketMatch Branding Mantra

Be what you are, share what you are...
just make sure what you are is sustainable and relevant!

So...

We firmly believe is VALUE marketing and branding vs. price marketing...why?  Because people may shop on price (and even some ONLY buy on price) but most people BUY on emotion and perceived value.

Today's version of value vs. price positioning?

Target

Wal-Mart

Each has chosen a brand position...and with each it has permeated their entire organization.  Target infuses designers and fashion -- Wal-Mart infused low cost and ease of purchase.  Which is right? You may be able to argue either way...the EPS is close for either while Wal-Mart is clearly larger, Target sells a higher margin per square foot of retail space.

The lesson to learn is that taking the price option may be easy...but a value orientation focuses the entire organization on delivery and takes a master approach.  our vote?  Value branding...

Three branding MUST-DO's

1. Be organic... know what you are, how you do it, and the value that it brings
2. Be attentive... know what your customers want and think and match against the market needs and opportunity
3. Be thorough... its the little details that impress people and secure the value of your brand!

Take Morton Salt's lead...know your customer, know their needs, and apply creative thinking to the basics...you just never know when you will strike GOLD (or salt!).

Cheers!

Bruce

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