Almost all my thoughts on culture apply most completely to organizations in which the company and brand are one. But what about the consumer packaged goods category, where organizations are often built around multiple brands? After all, this is the birthplace of brand marketing. Such organizations are driven by management teams, R&D and marketing, not necessarily by the mission of a single and committed business entrepreneur.
Even here, I think there’s a cultural opportunity, but one better characterized as the creation of a back-story.
Consider a Hollywood character actor asking the writer: “What’s my back-story?” This question and answer helps the actor understand the role and properly position the character, an entire life might be created for her to draw from to create that perfect three-second shot. The ultimate goal is that we viewers, after a brief glimpse of a face or hearing a few lines, unconsciously assume an entire life and personality.
A classic example: Lexus and Infiniti
When Lexus and Infiniti were created, only one company was built on a back-story. The Lexus back-story was forged on an obsession with quality. The dealer and ownership experience was built upon the idea of an organization totally committed to quality and attention to detail, and the advertising drove that quality back-story home. Suddenly, established, venerable brands such as BMW and Mercedes discovered that many of the rational underpinnings (i.e., excuses for an emotional and ego-driven brand choice) they relied on to sell cars had been swept out from under them by Lexus.
Infiniti, on the other hand, failed to build a coherent and differentiated back-story. Instead, it created a Zen-like ad campaign, complete with rocks and trees. It was a storyline with no depth, a storyline few could understand. From the start, and despite a great product, Infiniti was destined to finish second in this race.
Cases in the CPG world
In the world of packaged goods, Crest created a successful back-story incorporating medical research and dentist approval. Tylenol did something similar, effectively using hospital and doctor recommendations as the back-story. Snapple marketed its (true) back-story as a small, passionate company as seen through the eyes and personality of its receptionist. HÃ¤agen-Dazs created the illusion of European ice cream. And every now and again, Gatorade trots out its real back-story, reinforcing its authenticity as the very first sports drink, one that was created for the University of Florida football team (the Gators) in the 1960s.
So what’s your backstory?
Use this question to give your product or service added depth, texture and personality. And while your back-story needn’t be completely factual, it must ring true. Think of it as the equivalent of Hollywood films that are “based on real-life events.” Not only will a back-story strengthen your brand, it will give your marketers the meat of a story to work with when talking about your brand. Your backstory is the anchor of all your communications. It makes talking about your brand that much simpler, and for consumers, it gives them a real reason to believe.
Austin McGhie is head of Sterling’s Strategy team.