As I’m closing in on almost two months of working at Pure Vision, I decided my first blog article should be about just that. What’s it really like to work at Pure Vision (hee hee)? I’ve known for about two years that I would eventually move to Sherwood Park from Halifax. So with future employment in mind, I googled “ad agencies” in Sherwood Park and had my very first look at the Pure Vision folks on-line Wow. Their website was so fun. From the goofy photography to the creative bios, they looked cool and interesting. I loved the look of the office and admired the portfolio of work. These guys are good. And their funny! I was so determined to join the PV team, I told my co-workers in Halifax that this was where I was going to work (visualization, people!) I signed up for their newsletter, liked them on Facebook and read every recent blog posting. When I was ready to move, I fired off my resume with the gmail address Iwanttoworkatpurevision@gmail.com. That guaranteed an interview and the rest is history.
So now that I’m here, is the Pure Vision “brand” what they say it is? Is there honesty in their brand? On my very first day I ate a huge slab of pumpkin pie with whipped cream and discovered I totally suck at foosball (still no improvement there). The atmosphere at Pure Vision is laid back and relaxed and I’ve traded in my dress pants for jeans on most days. They are still totally focused on delivering timely, awesome creative work. After my first brainstorming meeting, it was clear that they take the time to get to know their clients and their business and really care about the work they do for them. They absolutely strive to have a great time producing great work. Exactly as advertised.
How important is truth in your brand and marketing efforts? Today more than ever it is critical. Marketing isn’t easy and with tighter budgets it’s even more crucial that you’re effective. Many companies when looking internally and deciding on a brand message, give in to the temptation to position themselves as something they’re not. They decide on a “one-stop-shop” approach rather than focusing on their unique strengths. Consumers today are savvy. Do they care whether brands tell the truth? Yup. Can they see through the hype? They do. And it’s no longer the role of advertising to put lipstick on a pig. Your brand should not be what you want the world to believe on a corporate level. Your message needs to be delivered in a straight forward and honest way. Brands that tell the truth sell more products, get more customers, and keep them longer. Here are some examples of companies who are, in my opinion, keeping it real:
“NAME YOUR PRICE”
Progressive Insurance is about no gimmicks and the best price. How better to demonstrate that than listing competitors’ pricing for comparison? That’s pretty freakin’ real. How about the decision to hire a comedian as their spokesperson? That’s working for them too. We’d all like to have the type of customer service Flo gives. Even with all the humour, the message of best price is never lost.
”OPEN WIDE AND SAY F&^K”
Buckley’s Cough Syrup’s message of “It Tastes Awful, And It Works,” was as ground-breaking in its honesty as their decision to not add sugar and alcohol to the product. This is one campaign that all of us will remember. I don’t have a clue what Delsym or Robitussin have done over the years. Perfect example of “tell it like it is” marketing that just hits home.
”OH YES WE DID”
Domino’s Pizza and their “Pizza Turnaround Documentary” is a perfect example of being honest with your customers. If you as a brand realize that your product sucks, the normal reaction would be to get defensive and shout out how great you really are even louder (which never works). In 2010, Domino’s changed their recipe and ingredients and launched the pizza turnaround campaign including a microsite pizzaturnaround.com. Talk about being honest. “Yeah, we sucked but now we don’t. Give us another try.” And people did.
Do a number of companies now come to mind that are doing a horrendous job of being honest about their brand and upfront with their customers? Mmmmmmmm. Me, too. I’ll save that for the next article.