One of the things I used to hear in my former job was that all businesses think they face unique challenges, but that’s not really the case. Everything can boil down to a pretty comparable set of challenges all organizations face. They just look a little different. While that may be true when you have time to sit back and reflect, when you’re in the thick of it, that “different look” is all you see. It does look unique from your perspective.
In situations when you need to understand the picture as it looks here and now, spend time with those who understand what you need. One company can’t have all the answers, but all the answers are there for you to see in various companies. You just have to keep your eyes open and keep asking questions. For example: dual identity marketing. Allstate and Anheuser-Busch InBev have this pretty down pat.
Allstate has brought its heart-felt “In Good Hands” ads together with “Mahem,” an alternate identity that reminds us all that life happens sometimes, are you ready? I remember seeing the “Back to Basics” ads running just as the economy was really hitting my own paycheck, and I thought to myself, “Yes, I need to get back to basics.” Between providing laughs and motivation about what it means to get through life, Allstate is covering their markets.
Budweiser is no different. “Real Men of Genius” is still an ad campaign that cracks me up whenever someone plays one of the radio bits. But what really gets me are the commercials honoring our military or the post 9/11 salute to the empty New York skyline. That last commercial with the Clydesdales bowing their heads stopped entire conversation in our marketing class. The image still hits home as we come up on 10 years. So how to “Dude” spots live with the same brands as salutes that make you proud to be an American?
It’s about the dual identity, but you must know who you are before you try to split yourself. For Budweiser, it’s the tribute to the American spirit that drives the marketing that pulls at your heartstrings. However, ever since being acquired by InBev, each American spirit ad causes a little voice in the back of my mind to speak up and say, “But it’s not an American company anymore.” Will Budweiser be able to maintain the dual identity?
One must make sure that you see the whole picture, not just your own, when thinking about how you may what to take on the challenges in your own organization. Look to those in similar industries. However, as said earlier, many challenges can be boiled down to basics. Take time to look outside your industry. Compare insurance against beer.
Which could have the answers to help you conquer your own challenges?
“you must know who you are before you try to split yourself”
good points. So many companies have boring or easy-to-ignore campaigns because they don’t know themselves or know their place. They try to fill not necessarily bigger, but different shoes that what really fits them.
Sorry for the delay in the reply, but thank you for your comment! I like your analogy with filling shoes. Sometimes you really need to not only know which shoes work for you, but also which styles are appropriate when. 🙂
[…] a brand may be conveying could be at odds with each other. Not every company is so successful with dual-identity marketing, and campaigns from firms like Allstate are the exception. The Super Bowl and Valentine’s are […]
[…] stop listening to the customer. Some companies try to handle this kind of change by including a dual marketing strategy, such as Allstate. Or other change their approach entirely, shifting to a new kind of […]