brand slogans

Zumba sells branded merchandise

I first wrote about Zumba, a funky Latin workout, almost a year ago.  In that post, I talked about the challenges that any services organization can encounter in its attempt to build a funky brand. The main challenge for Zumba, I said, was to ensure that its main customer touch points (places and ways in which people experience the brand) remain consistent. Which seems like a big task given millions of Zumba-like, or Zumba-inspired, courses currently offered around the world by external fitness instructors. Since then, I've taken several Zumba classes myself -- and not only out of my desire to do non-stop funky brand research! :)  I also wanted to ditch the workout, and join the party. ((Zumba's brand slogan)). My personal observation is that many of these classes had very little Latin about them, featuring non-Latin music, and non-Latin dance moves.

In other words, my own Zumba experiences have been patchy, and differed from one place and instructor to another.

Perhaps Zumba management (to learn more about the company, see an article about Zumba's founder Alberto Perlman published by Sprouter)  decided that keeping the brand consistent throughout its customer touch points was a difficult task to carry out.  Perhaps they thought that it would be a good idea to build the brand by selling Zumba merchandise not only online, but also in real life.

IMAG0462In any case, I am not familiar with Zumba's selected strategy, but here are a couple of observations.

I came across Zumba-branded merchandise on the shelves of Di a couple of days ago.  Di is a Belgian chain of shops that sell inexpensive cosmetics and home cleaning products. Di has also been expanding its health and wellness section by adding vitamins, food supplements, and slimming shape-wear.  This section is where I spotted sizable Zumba-branded boxes, sold at retail price of Euro 69.95 per piece (pictured above). They were placed on a shelf underneath a TV screen that featured a demonstration of a Zumba workout, with the message "as seen on TEK TV " ((a Belgian TV store)) running across the screen.

Each box contained 4 Zumba workout DVDs, as well as a set of small weights.  The packaging displayed a TEK TV logo.

What are the implications of this on Zumba's brand?

First of all, the importance of selecting appropriate distribution channels is crucial for building a strong brand.  Even though the idea of selling Zumba-branded merchandise seems  attractive  ((at least on the local market, it could be a way of tapping into existing awareness about the brand name that has been created through workout courses, whether "real" or not))  per se, where it is sold, is of even major importance!

What strikes me as quite inconsistent with what could be a very funky brand, is the association of Zumba with a TV shop.  I don't personally know very many funky brands that have been built through this not-so-funky distribution channel (but if you know, please submit a comment!)

I would question whether TV shops can reach the kinds of customers Zumba needs to be reaching.   I saw lots of professional women "ditching the workout, and joining the party" after office hours. Which means that they probably don't have the time to watch TV shop sales sessions during the day.  I suspect that an additional endorsement of a product by a TV shop means little to them.

Selling Zumba merchandise at a rather unexciting Di (think of it as an equivalent of the UK Boots, but with a somewhat duller product selection) would not be my top choice either.

To conclude, Zumba would be much better off building a funky brand through better selected and more exciting distribution channels.

NOTES

Give your brand a funky chat up line

Photo by PinkMoose on Flickr

I've already written before about tag lines, or brand slogans. To put it briefly, a successful tag line is similar to a chat up (or pick up) line: it triggers interest and the "chattee's" wish to explore the "chatter" further, without giving away too much information about the "chatter". You can also think of it as your tiny elevator pitch: it gives enough clues for what the product or service is about, triggering further interest to discover more.

Giving your tired brand a catchy tag line can sometimes revitalize your business, and spark the love of more fans.

I've already shared my list of criteria for a successful tag line, check out the blog post What's your brand's slogan?.

But what is actually the process, or technique, of coming up with a juicy brand slogan? True, sometimes you'd come up with an amazing tag line (or even a company name) in your dream, or while jogging in the park, but it's of course difficult to rely on these strikes of genius. There is, however, a bit of a nerdy nerdy way forward:

1) If you are a brand and marketing nerd, do a proper brand audit of whatever brand you are working on. Shake up the old stuff, and see what has been done to the brand in question in the past. Ask questions. Challenge.

2) If you not a marketing nerd, then you gotta find one to help you with this task.

3) The brand audit will be a good preparation before you start crafting a new brand concept, based on some concrete data about your consumers, and/or making assumptions where necessary.

4) Identify the main brand values of your freshly baked brand concept. Some companies come up with as many brand values as possible, but my advice is to keep a number of brand values to maximum 3 (this number can of course change depending on a concrete brand in question!).

5) Brainstorm a catchy brand slogan based on the identified brand values. You don't have to be direct and declare to the world that your car brand is "all about cars". This is something that your potential customers will find out anyway. Instead, flirt with your customers and communicate in a fun and intriguing way -- after all, you want to build a funky brand, right? Maybe your cars are all about giving the sense of being ultra-funky, and contemporary in an urban environment. Or, they can give us a sense of freedom each time we drive across the fields. In this way, the word "car" might not even show up in your brand slogan at all! (( After all, Just Do It doesn't have the slightest mention of "sneakers"!))

There aren't actually any exact rules of how to organize a brainstorming session. It's really not exact science, and each brand consultant will have her own set of creative boxes to tick to come up with a brand slogan.

In the case of SCHMOOZY FOX, we combine the necessary knowledge of business and brand strategy with creativity and the knowledge of linguistics.  The latter helps us to make sure that your brand name and brand slogan don't sound strange in the countries where you operate, and that the subtle associations with the desired brand values are evoked by carefully selected words.

Theo loves you

Photo courtesy of theo: view from the top floor of theo office to the patio

As I was walking through the windy Antwerp streets yesterday, I quickly gave in to the overpowering atmosphere of design, fashion and great interiors typical of this great city. I was on a mission to meet one of the important players on the Antwerp fashion and style scene, as well as internationally, Wim Somers, founder of a funky eyewear brand, theo. At the end of my journey through Antwerp's most fashionable streets that are host of great shops and funky cafés, I reached theo's office building. As I entered it, the exuberance of colors struck me with a good dose of positive energy, that I especially appreciated on a cold and grey day. My funky journey began, and here's an account of what I discovered by talking with Wim Somers, who had founded theo back in 1988.

SCHMOOZY FOX: Wim, the main reason I am here is that a couple of weeks ago I went to my favorite optician's store in Brussels, Capelle Opticien, to get a new pair of glasses. After having a little chat with the shop owner, I was recommended this great pair of theo glasses. Its design, a big edgy and unusual, and yet extremely elegant, prompted me to find out more about your company.

The frame came in a bright box, which displayed a very simple yet quite powerful message: theo loves you. Could you tell me the story behind this brand slogan? Wim Somers: We have been using this slogan for over 20 years now. It began as a memo on an order form and has developed into the slogan of the brand theo. This phrase communicates theo's core philosophy quite well. Since we distribute our glasses through opticians' stores, we rarely touch the final consumer.  By stating that theo loves our final consumers, we have a better chance of connecting with them closer, and communicating the fact that we have first and foremost their interests and their tastes in mind when we design our glasses. The phrase theo loves you encapsulates the spirit of the company, which is loving and friendly.

SCHMOOZY FOX: What makes theo so different? How do you make sure you stand out from the crowd?

Wim Somers and Olga Slavkina

Wim Somers: I guess, I can mention strong recognition of our brand, and our distinct style, by the end user. This is our strength and differentiating factor.

SCHMOOZY FOX: And who are your customers? What is the profile of theo's “typical customer”?

Wim Somers: For theo, the most important characteristics of our customers have to do with their emotional profile. By the way, these days more and more business people talk about emotional marketing, but when we started the company, it wasn't so common. However, already at that time, we thought of our customers in terms of their emotional profiles, not only gender, age and location. When we started, we served a very narrow avant-garde niche. With time, the niche expanded greatly, and now I can say that our customers are people with personality, those who prefer top-quality design that allows them individual expression of style and personality to the power of “labels”.

Photo courtesy of theo: Flandria model

SCHMOOZY FOX: I have the impression that most of the big eyewear brands are actually brand extensions of big fashion brands. Since theo is purely an eyewear brand, what are the advantages of that?

Wim Somers: Our advantage is that we are very strong at superior design, something that big fashion labels, that usually work through licensing agreements, do not often have.

SCHMOOZY FOX: Do you think of yourself in terms of geographical scope? For instance, do you say that you are an international brand, a Belgian brand, an Antwerp brand? Wim Somers: Well, I often associate theo with Antwerp, but we're often approached by opticians from many different countries who have heard of us as an international brand.

Photo courtesy of theo: Andalouse model

SCHMOOZY FOX: theo is for sure an important player on the Antwerp fashion scene. How does actually the image of Antwerp, you can say, the Antwerp brand, help you? Do you think that Antwerp has a strong image internationally?

Photo courtesy by theo: another snapshot of theo's funky office

Wim Somers: An interesting fact is that our end consumers usually know about Antwerp, and the fact that it's a style, design and fashion city. In fact, the end consumer is much more aware of Antwerp, and the fact that theo comes from Antwerp, than our collaborating opticians! The latter have rarely heart of Martin Margiela or Dries Van Noten, who are  famous fashion designers from Antwerp.

We often tap into the great fashion and style resources that exist in Antwerp. For instance, we have recently collaborated with an Antwerp-based rising star of fashion design, Tim Van Steenbergen, to create a spring-summer 2010 sunglasses collection.

SCHMOOZY FOX: What are the values of theo brand, and how do they correspond to your personal values? Wim Somers: Positive attitude to life, quirkiness, and fun.

SCHMOOZY FOX: Could you give your personal advice to anyone who wants to build a funky brand? Be different. Observe. Look at people in the street, see what they like and dislike doing.  I do most of my “customer research” in modern art museums around the world. Just by looking at their visitors, I can definitely get a good feeling forhow popular theo  is in that particular country!

SCHMOOZY FOX: Thanks for this  interview, and stay funky!

What's your brand's slogan?

CokeToday I'll talk about brand slogans, or tag lines and the role they can play for building your brand. First of all, what is a tag line?

About.com gives us this definition, "A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign."

But in fact, tag lines are not only short-lived advertising phrases that are associated with promotional campaigns. Some of the most successful examples can show you that tag lines can be inherent to your brand, and play a key role in building it. For that matter, let's call them brand tag lines.

Some of the most successful brand tag lines have extremely strong associations with corresponding brand names. If I ask  you, whose tag line is Just Do It, most of you will know that it's Nike's.

Other popular ones are:

  • Melts in your mouth, not in your hands (M&Ms)
  • Think different (Apple computer)

For more examples, check out this article.

I am not suggesting that you absolutely need a brand tag line! Or, at least, not immediately after you've launched your company. A tag line can evolve as your business evolves. The best moment to start putting a brand tag line underneath your logo is when you've understood what brand values are inherent to your funky business. This is when a good tag line can work wonders and reinforce your brand.

If you feel that you'd like to give your brand a little boost with a tag line, where do you start? Well, first of all, you don't even need to think in terms of the products you sell because even this might change in the future. I mean, don't put a tag line, "We sell shoes" next to your shoe brand logo. Apart from being simply boring, it will lock you in the shoe business, and you won't be able to get your brand extended into bags and umbrellas a couple of years down the road.

A brand called Innocent (they produce smoothies and juices) has come up with a tag line, Little tasty drinks. It's a bit more interesting than simply saying, "We're into drinks", but it still locks them in, well, drinks. But okay, not every brand thinks in terms of those possible brand extensions, right?

Little tasty drinks: Innocent's tag line

So, what are some general principles you should keep in mind to give your brand that extra sparkle with a nice tag line?

  • Keep it short. Please! I've seen whole phrases that took up half of page -- this usually looks simply ridiculous
  • Base it on your company's brand values, not  necessarily products you sell
  • However, it's okay to give some clues about what your business is about
  • Think twice before throwing in too many cultural references to the tag line -- they might work well in one geography, but won't serve you right if your company grows and becomes international. Stick to universal values instead!
  • Share your passion in a tag line, it will be likely to get noticed

For more info, check out an article on Entrepreneur.com and the Hall of Fame of the site AdSlogans.

Zumba fitness

Zumba Image source: http://www.zumba.com

I've recently caught a glimpse of Zumba on TV, and the funky Latin workout caught my attention. And not only because I myself like to move to the steamy Latin tunes. I've heard about Zumba from some friends here and there, so I was curious to dig a bit more into the concept, and analyze the brand.

So, what's Zumba really?  Is it something you do to get fit, lose weight, or just have fun? To get a better idea what it looks like, have a look at this video I found on YouTube:

It's a bit of a mix of various Latin dance styles – there's some salsa, merengue, samba and something else I can't quite determine. It also looks like fun. But is Zumba just a kind of fitness program you can follow at your local gym, or is it also a profitable business? Importantly, does its business model support the brand and its values? Here are some branding clues SCHMOOZY FOX is happy to share with you.

What exactly is the product?

The core “product” of Zumba is its fitness workout. It is actually a “service” rather than something tangible you buy at a shop. You go to your local gym, move around, dance and sweat for an hour to funky Latin tunes. What you get as a customer is an experience, fun and positive emotions. Most probably, you'll burn some calories along the way. In terms of tangible products, there is some Zumba-branded merchandise available on the site, such as DVDs, music, umbrellas, T-shirts etc. Not too exciting, but not too bad either.

What's the business model?

Well, that's a good question. I did some googling around to find out more, but all I can do is simply assume that Zumba sells licences to designated fitness instructors around the world. Or maybe, cash flows come simply from the fees instructors pay to Zumba for the obligatory qualification courses. Whatever the current business model, SCHMOOZY FOX could come up with at least several more ways of how to create and capture more value for Zumba!

As far as instructor training, it's not clear from the site if an instructor has to follow all of the offered 8 levels or only one. For instance, in Belgium, there are several basic level workshops available for the price of 325$ per two days, and no previous Zumba experience is needed. I wonder if you actually have to be a dance or fitness teacher to start with, or can I also take that 2-day course and start teaching Zumba next week? I suggest that Zumba.com sheds some more light on this point, in order to make things more clear for potential instructors.

Who are Zumba's customers?

There are two main kinds of customers in this case: those who will take classes, and those who'll teach them. As regards course participants, I wouldn't be dwelling only on such criteria commonly used in marketing as age and gender, and where they live. SCHMOOZY FOX would also focus on the deep emotions that trigger potential customers' decision to sign up for a Zum'ba course. Is it a desire to lose some weight? Become more sexy? Meet a potential date? Have fun? Build self-confidence? These are some of the questions Zumba should keep in mind to get a better idea about its customers. For now, its targeting seems a bit more fuzzy rather than funky.

In order to reach instructors, Zumba should be doing a different kind of analysis. After all, instructors' reasons for teaching Zumba are totally different. Here, emotions play a certain role, but incentives and rewards are equally important. Zumba should build a community around the instructors, and preferably give them access to some perks: use your imagination here, there are plenty of great opportunities available!

Importantly, customer touch points (I explained what they are in my article about Abercrombie and Fitch) should be thought through in relation to both groups of customers. The funky web site alone (actually, it's only the home pages that looks good, whereas national sites are pretty weak) will not do the job of maintaining the brand, and the biggest challenge for Zumba is to ensure that the quality of courses, instructors and spaces where courses are held, is consistent.

Orchestrating so many elements around the world (Zumba courses are offered on a global level) certainly requires a lot of dedication and consistency, but if this huge effort pays off, a true funky brand is born! Consistency of services is by the way one of the biggest challenges for any service brands, and only few get it right, on very rare occasions!

How is Zumba being promoted?

The most obvious channels that drive the buzz around the Zumba brand are its  web site, and coverage in the world's leading health, beauty and fitness magazines. I would imagine that a lot of the marketing is also word-of-mouth driven.  In addition to these channels, Zumba has partnered with The Kellogg Company to participate in a joint health and fitness initiative targeted to the US Hispanic market at some point, but this was an initiative undertaken only in the US. The name of this initiative was Zumbando con Kellogg's.

Something that Zumba could consider to build a brand would be celebrity endorsement by a Latin star – a dancer, fitness instructor, actress – plenty of opportunities here. Remember how strongly aerobics is associated with Jane Fonda? That's definitely something to consider in the Zumba case.

Apart from that, just like any respectable service brand (I am being a bit sarcastic here, as there aren't that many of those around!), Zumba should keep in mind that “point of sale promotions” (the actual fitness rooms where classes take place) as well as  instructors themselves shouldlive the brand, breathe the brand, and promote it. Just look at a very large selection of amateur Zumba videos on YouTube: each of them has a totally different look and feel with the only common factor being Latin music! More consistency is required!

From would-be-funky to truly funky

Building brands for services companies is surely one of the most challenging activities to engage in, as this requires so many elements to be in harmony at all times.  But if you manage to get it right, you can reach unbelievably good results. If Zumba wants to move from being would-be-funky to a truly funky brand, there are so many things it should still work on! In addition to the suggestions above, it should also know its competitors, position itself very differently from them, and get those brand core values sorted out in a more of a … Zumba way.

To learn about further developments of the brand, please read Zumba sells branded merchandise.