Branding Inside Out: Ketchum's Global Food & Nutrition

"A brand isn't what you say about it, it's what other people say about it." — Linda Eatherton, partner and director of Ketchum's Global Food & Nutrition Practice.

At least that is what Eatherton told Marketing Daily on the heels of a study that reveals: branding lags well behind taste, quality, and price when consumers choose food. While there is no doubt that Eatherton's statement might be music to some people's ears — as it is what many social media experts have been saying for some time — it's also misleading.

Brands are not only built by what others say about them.

Brands are built by many factors, including what the company says about itself and others, what the competition says about themselves and others, and what other stakeholders, including consumers, say about all of them.

In the food industry, branding tends to play last for several reasons. First, many companies invest in product branding over company branding. Second, food branding tends to include the qualities and properties of the product, such as taste, quality, and price. Third, grocery store branding, locality, and stock also plays a fundamental role, at least in the United States.

In other words, people tend to think they need "bread crumbs," drive to their preferred grocer, and choose from the available selection based on those qualities mentioned. There are some exceptions. Rather than think "cereal," someone might think "Cheerios" because they already associate some qualities with that brand (enough to pass on any imitations, anyway). But "General Mills," the company that makes Cheerios, may never even enter their mind.

Highlights from the Ketchum's Global Food & Nutrition Practice survey.

• 74 percent cited taste as a key consideration, except China, where 78 said health benefits were more important.
• 66 percent said that where the food comes from is important, but 60 percent said taste still always trumps food sourcing.
• 63 percent said they want to recognize all of the ingredients on a food label, with Argentina being the most concerned.
• Only 33 percent said that “brand name” is among the most important factors when buying food, with brand slightly more important in China and Argentina at 45 percent.

The survey polled 1,000 consumers in the U.S., the U.K., Germany, Argentina and China. It included 200 respondents from each country. For additional details, you can find the release here.

The Global Food & Nutrition Practice survey reminds companies to think.

In my opinion, the survey is interesting and useful in that it reminds companies to think in terms of the obvious. If the food does not taste good, people won't buy it. If too many foods from the same manufacturer do not taste good, or if a crisis occurs, then consumers might avoid it. In extreme cases, the entire product line, regardless of manufacturer, might also be avoided (think bagged spinach last year).

So the bottom line is that if manufacturers hope to build a brand that people remember, then the branding is best built from those qualities that consumers are looking for. And once a brand is established, then the brand needs to vigilantly demonstrate that the qualities associated with it are true.

Hmmm ... isn't this the very lesson we recently learned in the soup war between Campbell and General Mills? They both concluded that the back of the can has become more important than the front of the can. And, in a classic case of how brands are shaped by what companies say about their competition, Campbell learned it's never a good idea to throw stones at MSG-laced soups if consumers might discover that the pot was calling the kettle black.

Astroturfing: Las Vegas Police Protective Association

In one of the most fierce and costly state senate races in the history of Nevada, dishonesty has reached epic proportions as The Las Vegas Police Protective Agency (LVPPA) risks losing all credibility as an endorser.

In the LVPPA's latest mailing to discredit Sen. Bob Beers, the association calls the state senator's law enforcement endorsement false, even though it is undeniably true. Sen. Bob Beers posted a copy of the endorsement letter from the Peace Officers Research Association of Nevada (PORAN) on his Web site.

It's not the first erroneous attack by the LVPPA, but it does demonstrate why one local retired police sergeant, David A. Freeman, was prompted to write a letter:

"During my 30 years with the Las Vegas Protective Police Association, I can't remember a time when they ever polled members and asked for their opinions; most decisions were made by a select few who never sought the approval or disapproval from the men and women who guard and defend our communities," he said.

Given that fact, it seems to me that this might be a good time for rank and file officers to review the charter. When organizational leaders resort to mailing blatantly false accusations, they do more to damage the credibility of the people they serve than anyone else. But that tends to be the way it is with short-term smear campaigns and emboldened rhetoric: Any short-term gains tend to have long-term consequences.

The same holds true in the national races. I've seen several bloggers jump the shark this election cycle, never appreciating that their short-term fervor for one candidate or another could have long-term consequences in how people perceive them. And from a communication standpoint, that is always something to think about.

Blogging Right: Bloggers Unite

About six months ago, BlogCatalog members, together with Amnesty International USA and Copywrite, Ink., asked bloggers from around the world to Blog for Human Rights. On May 15, they did.

Although BlogCatalog has been the epicenter for several such events, no one expected what happened next. By 6 a.m., CNN had tracked 1.2 million blog posts ranging from heartfelt posts about Darfur to Myanmar. And then?

If you read some critics, it lost momentum.

I suppose you could make the case if you read a recent report from a United Nations official that 40,000 more civilians have been displaced in Darfur. Or perhaps, you might conclude it indirectly touched a team of Brazilian footballers who are now playing in charity matches to raise funds for the cyclone victims in Myanmar, which left 138,000 people dead or missing.

Or maybe it's simpler than all that. Maybe people who never thought about Amnesty International USA before thought about it on May 15. Or maybe the additional coverage from CNN gave people who never think about human rights their first thought about human rights.

Or maybe, for some, these thoughts turned into actions with some joining Amnesty International, some raising money for places like Darfur and Myanmar, and some simply being impacted by stories from around the Web.

If you read some participants, it was just a beginning.

First Place — Montessori Students and the Amman Imman Project

Second Place — I My Me by Id it is

Third Place — Identity Check by Anok

Seven more blogs that made an impact: Nardeeisms; Lord I Want To Be Whole; DrowseyMonkey; One Cool Site: WordPress Bogging Tips; Clio and Me; Pedestrian Observer GB; Blog De Lengua Espanola.

Or maybe one good day deserves another.

Shortly after Bloggers Unite exposed human rights to millions of people and inspired thousands into action, Refugees United contacted BlogCatalog and set a date for a related cause with a very specific mission. Refugees United provides refugees with an anonymous forum to reconnect with missing family members anywhere in the world. As a new service on the Internet, no one knows anything about this organization. You can learn more here.

Bloggers Unite For Refugees on Nov. 10

On Nov. 10, thousands of bloggers will join together again. This time to make a tangible difference by writing about the plight of people like the 40,000 new refugees in Darfur, the thousands still struggling in Myanmar, or several million you can find almost anywhere in the world. Some might even write about the thousands of people who remain displaced in Houston, Texas.

The choice is yours. The impact is permanent. The outcome is measurable, just not in the way we might expect.

Allowing Anonymous: Communicators Divided

Ragan recently released the results of a poll that asked a series of questions regarding anonymous comments. More than 1,000 communicators responded.

Highlights: How Organizations View Anonymous Comments

• 46 percent of their organizations do not allow anonymous comments.
• 46 percent of their organizations do not allow comments of any kind.
• 14 percent of their organizations do allow anonymous comments.

Highlights: How Communicators See Anonymous Comments

• 37 percent were undecided whether anonymous comments should be allowed.
• 31 percent said anonymous comments on blogs and article should not be allowed.
• 32 percent believe anon anonymous comments on blogs and articles should be allowed.

“Our company does not appreciate feedback of any kind from employees, not even on a person-to-person basis. Management is averse to following anything to be made publicly available without executive review.” — Anonymous

How Companies Might Come To Cope With Anonymous Comments

Social media — blogs, forums, Internets — is not a cookie cutter operation, internally or externally. And the decision to allow or disallow anonymous comments might be made with that in mind. Take a look around the Internet and you'll see a great variety of conclusions on the subject to guide you.

This blog, for example, allows anonymous comments. The only comments that are ever deleted are spam ads. We made this decision because we wanted a place where people could engage in open, candid discussions about communication.

However, I also believe that there are only two ways that anonymous posters demonstrate credibility: the quality of the comment, which means whether the post provides insights over insults. And, how or if we respond to the comment.

Why Companies Might Consider Moderated Comments

We manage several other blogs that are much more heavily moderated. The National Business Community Blog is not well-suited for unmoderated comments.

It only has one purpose: to share stories about companies that do good. Every now and again, one example or best practice comes from a company with known dissenters and we become privileged to receive a deluge of negative comments about it.

None of these comments are ever published because we feel strongly that it distracts from our intent. Every now and again, people like to visit a blog void of discussion or drama. We do read the comments though, and on one occasion removed the post.

Why Companies Might Consider No Comments At All

The intent is myopic, like using a blog to publish new releases, white papers, and feature stories about the company. Many social media experts disagree with me on this point, but my feeling is that the long tail of social media need not wag the company dog. If a company doesn't want to benefit from any dialogue from employees, customers, and any other stakeholders, then there is no need for us to force them to.

The only other reason I can think of is that the company representatives, whether a CEO or communicator, are not well skilled in dealing with the occasional criticism, call out, or attack. It takes a balanced hand to respond, which is important to consider since most crisis communication situations have very little to do with what happens and everything to do with how we respond.

What I Teach Students About Being Anonymous

There is no black or white and yes or no answer. Each company, hopefully with input from their communication team, can make the right choice.

However, and I cannot stress this enough, I do advise communicators and public relations professionals to never make anonymous comments or, if they do, they need to be prepared to answer for such posts in a world where no communication is really private. Not anymore.

Advertising Negatives: From Soup To Nuts

Almost every editorial on the final debate between U.S. Sen. Barack Obama and U.S. Sen. John McCain leads the same way. It only took 20 minutes before both candidates forgot about the issues and shifted toward political campaign ads.

They were kidding, right?

No, no, I suppose not. While the last reason I would elect a president is based on the prowess of their television production teams, most political talk seems to be all about the ads.

Some are even arguing over which side has more negative advertisements than the other. The University of Wisconsin Advertising Project says Obama airs the larger percentage of negative ads. The Nation says that is not true and McCain ads are much more negative. Has everyone forgotten grade school?

When Billy lies about Sally twice and Sally lies about Billy once … Ms. Clark made them both clean erasers after class.

So let's talk soup.

When it comes to negative advertising, there is no clear winner in another brand battle taking place across America. There are only losers.

For several weeks, Campbell and General Mills have been in engaged in an ongoing soup battle. Cambpell launched the first attack ad in The New York Times, claiming General Mills' Progresso soups are made with MSG. They are. General Mills fired back, saying some Campbell soups have MSG. They do.

So Campbell counted all of its soups to conclude that 124 soups have no MSG.

"The pot can't be calling the kettle black if it has the same problem itself," Laura Ries, president of Ries & Ries, told Brandweek.

So let's talk nuts.

One would think that after noted author Geoff Livingston wrote that astroturf comes in a variety of colors, including blue, someone might get the hint. Not so with Allison Copening and crew. They are dead set to stay the course with a $1 million smear campaign against State Senator Bob Beers — a campaign that almost everyone calls pathetic.

Their solution? Allison Copening's backers, who admit that the negative advertising has backfired because some residents "have stopped opening election mail” are now moving their lies onto television. Some estimate they will spend up to $500,000 on television, splitting the figure between attacking State Sen. Bob Beers and State Sen. Joe Heck, who is another elected official targeted this campaign cycle.

Given the size of the media market in Las Vegas, the television buy is equivalent to tossing a glass of water into a swimming pool and hoping to splash a few people. If it does splash some people, one can only hope that those splashed will know that most messages move beyond distortion and are of the plain old-fashioned lie variety.

As it turns out, it would not be the first time Copening has played a PR spin game. She was once a marketing director at PurchasePro, a company charged with stock fraud. She also worked as a public relations specialist for a homebuilder when it dealt with rat infestations and home fire sales that left new residents with mortgages higher than their assessed value.

She claimed that the rats were part of the allure of the desert. She rebuffed reporters when the homebuilder cut home values by simply saying they were too busy with other things.

Ironically, she claims it is Sen. Bob Beers who makes up stories. For his part, Sen. Beers has remained focused on campaign issues. In one case, he criticized a third party mailer that attacked his opponent's math skills and called them below a fourth grade level. As it turns out, he is not the only one tired of campaign ads that deviate from the truth.

Several states away in Minnesota, U.S. Sen. Norm Coleman recently said his campaign would halt negative advertising in a race recently dominated by it. "I want folks to vote for me, and not against the other folks," he said.

Discussing Poverty: Blog Action Day

There were blue tickets and there were red tickets.

Blue tickets for the kids whose families could afford a 30-cent lunch. Red for those who could not.

My ticket was red. And as red ticket holders, usually kids with large patches on secondhand pants, we lined up last as if a class system somehow existed within our public schools. Maybe it did. After lunch, most of us red ticket holders were ushered off to portable classrooms dubbed the "barracks." Education sometimes seemed optional.

Don't get me wrong. I was never afraid of missing a meal or going hungry. My grandparents, survivors of The Great Depression, were poor but understood priorities. Education and values, they said, are two things you can keep with you for life.

They were right. Even being enrolled one year at the Holy Redeemer Christian Academy in Milwaukee lasted a lifetime. It did for several reasons, but mostly because it removed the labels that had begun to become the ties that bind.

Today is Blog Action Day and thousands of bloggers from around the world are taking part to raise awareness about poverty. Blog Action Day, much like BloggersUnite, does a lot of good because it helps you stop and think.

Almost 40 million Americans are living in poverty.

Of course, thinking about it is not always enough. After that, the opportunity to turn words into action is up to you.

Since 1991, Copywrite, Ink. has donated time and resources to more than 60 nonprofit organizations with the hope of empowering people to help others by giving them a hand up. So, as a communicator, I could probably give you about a hundred different reasons for businesses to support their communities. But not today.

Suffice to say I believe that the children we help rise above poverty today will eventually grow to up to be the people who help others rise above poverty tomorrow. At least, I like to think so.