Ritson on 5 Important Aspects of Brand Building
Do you follow Marc Ritson? We do so passionately and you should do that too.
Why?
First, because it’s fun. He says things as they are (or as he sees it, but that is basically the same thing… as he sees it) without holding back or holding someone’s hand. And he has humor, and he’s angry, and he has dark humor and we like that.
Second, because he’s really good. His arguments on topics like branding and loyalty are much better (and that’s how we see it) than his nemesis Byron Sharp, who is loved by many marketers, but whose ideas are outdated and incomplete (as we see it…like Marc Ritson).
Just to provide you with an example. Today, he wrote a comment on LinkedIn on the FIAT commercial on colorful cars. Check the outstanding video; it’s under 2 mins.
Your LinkedIn timeline will wash Ritson’s great comments away soon; we have summarized them here to share these insights with you. In these comments, Ritson demonstrated how FIAT was showing us all they know how great branding works by pointing out 5 elements that Fiat used in the short ad.
1. Redefining Differentiation:
Ritson points out that, in the realm of effective branding, Fiat stands out as a prime example of successfully differentiating itself from competitors. While some may argue that the qualities associated with Fiat, such as being Italian, fun, optimistic, and passionate, are not entirely unique, it is crucial to understand that differentiation is not solely about uniqueness. Rather, it is about creating relative differentiation by amplifying and emphasizing these qualities more than the competition. Fiat achieved this remarkable differentiation through exceptional creative execution, while maintaining a consistent, vibrant, and professional brand persona. Differentiation goes beyond showcasing unique aspects of a product or brand. It encompasses the art of distinguishing oneself from competitors by skillfully emphasizing and reinforcing one's (claimed) brand attributes. Fiat embraces this by effectively communicating their Italian heritage, exuberant nature, and passionate spirit, making these qualities the hallmark of their brand identity.
2. The Dual Approach to Brand Positioning:
Successful brand positioning can be achieved through two complementary strategies. The first approach involves showcasing and affirming what a brand represents. Fiat skillfully demonstrates this by capturing attention within the first few seconds of their advertisements, playfully disparaging Japanese, German and French cars while immediately highlighting their own unique qualities. This dual approach captivates your attention (I was even searching for logos in the first seconds…), presenting Fiat as the antithesis to the (boring) alternatives and showcasing their distinctive brand essence. Brilliantly done.
3. The Essence of Strategy: What You Choose Not to Do:
Ritson mentions that Michael Porter's famous line, "The essence of strategy is what you choose not to do," holds true for brand positioning as well. A brand's position should dictate not only what it does but also what it refrains from doing. Fiat exemplifies this principle by making deliberate choices that differentiate them from others in their category. For instance, they no longer produce grey cars, aligning their choices with their brand's core identity, and allowing them to focus on what they do best.
4. Disruptive Consistency:
Exceptional brands possess the paradoxical ability to maintain unwavering consistency in their brand position while defying conventional norms of their respective categories. Think about Nike, amongst others. Ritson describes that concept very thoughtfully (contrary to some unthoughtful remarks he throws in every other sentence, to our great joy and pleasure). Rather than conforming, these brands embrace their brand's essence as a compass to navigate uncharted paths. Fiat's disruptive consistency shatters industry conventions, propelling them to forge their own unique trajectory, guided by their brand's demands for differentiation. We are already brainstorming on how to achieve that level ourselves…. we guess you might sleep over this one too. The only thing we noticed wasn’t as consistent as it could be is the CEO’s French name… but hey, that is really the last detail…
5. Making Differentiation Obvious:
A beautiful observation Ritson makes is that consumers often overlook brands or struggle to grasp their overarching concept. To counter this, it is essential to magnify the impact of your brand strategy and message. In the video, Fiat accomplishes this by going all out and showcasing their brand persona in a bold and unmistakable manner. From the stunning Riviera settings to the charismatic presence of their CEO, Fiat ensures that their essence cannot be ignored. By consistently reinforcing their Italian identity and bold spirit, they proudly proclaim, "We are Fiat. We are Italian. And we are back."
Conclusion
Ritson shows us here (again) that branding is a true profession, and that Fiat knows how it’s done through some great observations and lectures on the essence of branding. He shows that Fiat's journey to achieving differentiation serves as an inspiring example of how brands can create a distinctive presence in a competitive landscape. Ritson points out that by effectively amplifying their unique qualities, defying industry norms, and making their brand persona impossible to ignore, Fiat has carved a prominent space for itself. As you strive for success for your brand, you cannot only draw valuable lessons from Fiat's approach, but mostly by following what Marc Ritson says about these type of ads, and branding in general. Follow the man and use some great tools to apply his theories into practice. You won’t regret that.