New School Branding Lesson from An Old School Great
Social Media,” “Brand Touchpoints,” and “Transparency” have become promiscuous and, well, downright slutty little buzzwords in today’s world. To the point where one almost reflexively judges a marketer using them to be a bit of whore himself.
But would you ever expect those same strategies to come from a big-time TV advertising firm? From back in the 90s? Straight outta the mouth of an advertising legend who created 3 of the Top 100 Advertising Campaigns of the Century, and two of the most potent and admired political ads, since, um, ever?
Well, here’s a video of Hal Riney talking about the launch campaign he created for Saturn. Skip ahead to the 56 second mark and see if you can’t hear the man describe exactly these kinds of new-school strategies.
A Quick and Dirty Transcript
And for those of you who who’d rather just read a transcript, here’s what the man said:
“But our job isn’t to do television commercials. Our job is to solve problems. And it may be that television is the answer, but it probably isn’t the only answer, and there are other ways to think about things… And…and our answer was to find ways to make people like this company. And that took the form of letters that we wrote to consumers and a thousand other things besides television commercials.
So we did everything…
… and we, and we got involved in a lot of things like… like color. What kind of color — what do we call the colors, you know, Santa Fe Sunset, or what? Well, how about Red?
All you had to do was to look at everything Detroit did and just do the opposite. And, and that’s virtually what we did. We guided the company through all of that and it was extraordinarily rewarding to find out that this kind of honesty and straight-forwardness and integrity that we tried to maintain, actually worked.”
A Breakdown of (just some) New School Strategies Employed by Saturn
Well just look at all these no sh*t, new-school branding strategies:
- Personal, mailed letters = social media.
- Organizing plant tours and owner get-togethers (not talked about in this interview, but vital parts of the campaign) = Social Media
- Letting people see how the cars are built = transparency
- Having a no haggle pricing policy = transparency
- Making the “thousand other things” match up with the brand promise and advertising = transparency
- Relying on customer advocates and Word of Mouth = Buzz Marketing / Tribal Branding
- Skipping out on the falsely exotic paint names, like, “Cheyenne Sunset” in favor of the more conversational, authentic color names, such as “Red” = speaking in an authentic voice = transparency
But What About Saturn’s Branding?
As you may have noticed, this interview with Hal Riney is featured as an extra from a documentary on advertising called Art & Copy (highly recommended, by the way). And in another scene from that movie, Jeff Goodby and Rich Silverstein (former employees of Hal Riney’s) discus their famous “Got Milk” campaign. Here’s a rough paraphrase of some of what they said:
The previous milk campaign was “Milk: It Does a Body Good,” which showed athletes doing stuff, like sprinting a 100 yard dash and then downing a glass of milk. And that didn’t work because it wasn’t the truth about milk. No one guzzles milk after working out. That’s not how or when we drink milk.
In contrast, the “Got Milk?” campaign worked because it reflected the essential truth about how and why we drink milk, and it did it by focusing in on the genuine moment of need.
This is a brilliant strategy and one that was memorably dramatized in all of the Got Milk TV campaigns, starting with the very first one:
Tell the Essential Truth About The Product
So let’s just start with that, shall we? You have to tell the truth about your brand.
As a canonical case study of this dynamic, Avis Rental Cars couldn’t say they were number 1 because, well, they just plain weren’t. And when Avis tried to advertise as if they were number 1, they got clobbered.
Yet once they ran their famous “We’re number 2; we try harder” campaign, the advertising worked. They told the truth about themselves and their service: they admitted what the buying public already knew (that they were #2 in the industry), an admission that bought them instant credibility, and then Avis used that credibility to make buyers feel differently about what they knew (that being #2 kept them hustling harder than the competition) — and it worked.
So that’s point number 1: Tell the truth about the product or service.
For Saturn, they told the truth about being a brand new car company trying to resurrect America’s pride in manufacturing. About wanting to build an honest car, to sell it for an honest price, and in an honest straightforward fashion. This is in contrast to car commercials typical claims of superior performance, luxury, prestige, engineering brilliance, or price — none of which would have rung true or worked.
Instead of making false claims about superior performance, Saturn made an honest claim to virtue, which is often a more-then-acceptable substitute.
If you doubt this was really the strategy, take a look at this ad from the initial launch campaign. There’s a clear line of virtue symbolically transmitted from the 3rd grade teacher, to the letter and picture she sends to the plant, and then onto the car itself when the plant worker literally puts that symbolic piece of virtue into the car. Watch it and see...
Tell Them What to Expect – And Then Live Up To It
Then there’s the other side of the Avis campaign, the one no one really talks about. And it’s a two-parter:
- Giving specific verifiable expectations to the customer
- Making darn sure the cars lived up to the promise.
Take a look at one of the original ads from that Avis campaign. Now count the number of specific, verifiable promises made in it: no dirty ashtrays, worn wipers, etc.
Well, what no one really talks about is how Doyle Dane Bernbach — the agency that created that campaign — insisted that Avis put the operational systems and managerial priorities in place to ensure that the cars lived up to the advertising. As Bill Bernbach put it: “It’s always a mistake to make good advertising for a bad product.”
And they weren’t kidding around, either. Avis did a complete customer service overhaul, upgraded their fleet of cars, and ensured that each employee received a copy of new Avis ads in his or her pay envelope before each campaign was launched.
Few people talk about these things when discussing the Avis campaign, but they are an undoubtedly major reason the ads worked.
So what about Saturn?
Many of Saturn’s major brand promises centered on the dealership experience, as dramatized with such astonishing brilliance by this Hal Riney ad:
As long as the dealership followed-through on that experience, the ads would work. And that’s why Hal Riney makes a point to mention the letter writing and the “thousands of other things” they had the dealerships do to ensure brand integrity. My favorite touch from the commercial is setting the clock for the new owner – ahhhh
So why is this so important? Three reasons:
- Specifics make your claim more credible
- Specific allow you to shape your customers’ expectations
- Specifics allow you to easily fulfill those expectations
Without this strategy, most stores devolve into promising great customer service, which isn’t believed and generally results in nothing but greater complaints from customers who come in with heaven knows what kind of expectations.
The Advertising Still Helps & We’re Still Tribal People
So what does this mean today?
Well, non-advertising communication of the brand, through multiple customer touch points and social media and all those grand new-school advertising things ARE indeed important.
But only when aligned around an intelligent, strategically sound campaign.
Oh, and it still helps to have some old school mass media muscle driving your essential message out to the, um, masses. Yes, Virginia, digital is cool and direct marketing is cool, but mass media still kicks some major branding ass when wielded effectively. And brands are still all about shared values and tribes and personality — and relevancy (yes I’m not above using a slutty marketing buzzword or two) — those are the make or break factors.
People want to belong, Something that Saturn and Hal Riney well knew…