Against the Grain: Abe Goldstien

I had been with the same car insurance company since I started driving at age 27 (but that’s another story). It was a well-branded company with a highly recognizable logo, a consistent use of a specific shade of red and a jingle I probably could sing long before I ever drove. But last month, they did not live up to their neighborly promise and I switched companies.

I did not select my new insurance company because of their great logo. It was simply their name set in an italics font. And I did not choose them because they consistently use blue and orange.  I certainly can’t sing you their jingle or quote their slogan because they have neither. Yet, I made the switch because they have a strong brand. And that’s my point; a brand is not a logo, a specific use of a color, a jingle or a slogan.

A brand is all about managing the experience, and the experience I had from the first call to this company through subsequent calls for clarifications and additional services was, to coin a phrase, very Flo-like. Regardless of the person I was talking with, I felt I was talking to Flo. They were casual yet down-to-business. I felt I could be myself with them, and they in turn demonstrated their Flo-like attitude with their often humorous, yet to-the-point responses. 

By now you know the company I switched to is Progressive, and I made the switch because of their brand. Not their logo. Not their slogan. Not their jingle. Not their graphic standards. But the experience. And that’s what branding it is all about.  

When I was 12 years old, I watched you create ad campaigns.  I thought it looked like fun and besides that, Elizabeth Montgomery was hot.  Needless to say, you sold me on a career in advertising.  Like most great salespeople, you neglected to mention a few things about the product.

For example, you never mentioned that I would have to deal with technology beyond a legal pad and a number 2 Ticonderoga pencil.  You never mentioned that I would have to write off the time I spent on a new business pitch, let alone the possibility of losing that pitch!  You never mentioned that I might have to attend a trade show and manage a booth.  You never mentioned that I would have to discuss billing invoices with a client or the fact that there might be invoices!  You never mentioned that I would spend my days scouring through page after page of marketing research. You never mentioned that I would have to sit through an Addy Awards show.

Although there are days that I wish deadlines could be extended, budgets could be enhanced and ideas could flow with a twitch of the nose, this business you sold me on has its rewards.  The ability to work with an interesting cast of characters.  The opportunity to help companies and organizations reach for the stars.  Most of all, the chance to neglect to mention a few things to the students who call for advice. 

If he hadn’t been an electrical engineer, Charles Kettering, inventor of the electrical starting motor and holder of over 140 patents, would have been a great advertising person.  His approach to innovative thinking was based on a simple statement. “A problem well-stated is half solved.” Advertising people tend to be depicted as “idea” people, popping out slogan after slogan, brainstorming concepts and drawing on napkins. Yet, the real creative part of advertising is defining the problem, not necessarily developing the solution. Here’s a story from my first job to make the point.

Years ago, I was working as a writer for a radio station. Unlike this winter with its record snow and sub-zero temperatures, the winter I was working for the radio station was a mild one. As a result, a ski shop account was having a lackluster season. “We need to have a sale to move the merchandise,” suggested the owner. “We’ll put together a buy and possibly include a remote,” offered the radio rep.  Then it was up to me to write the spots. I decided to visit the store. There was no lack of customers in the store, but there was a lack of sales. People would try on coats and sweaters, but they seemed to have a problem committing to making a purchase at that time.

It became fairly obvious that a sale was not the solution, because the problem wasn’t a lack of customers or interest. The problem, simply stated, was people did not perceive a need. To increase sales we needed to somehow convince customers that it could get colder and snow tomorrow. So rather than a radio campaign, we suggested that the owner cover the picture windows with white paper, turn the heat down in the store and have employees wear sweaters.  A series of radio commercials featuring a threatening old man winter added to the message — winter could be here tomorrow so get ready. Together, these traditional and non-traditional approaches make a difference.

My point is simple, finding advertising/promotional solutions are a lot easier when you analyze the problem before you jump in with ideas. Often times, the solution may not even bet advertising. It could another element of promotion, a change in pricing or distribution or even a product/service enhancement. And only a well- developed problem statement will direct your creative thinking.

Albert Einstein once said, “If you could state a problem so succinctly, the answer would walk up to you, tap you on the shoulder and say here I am.” So the next time you are faced with a marketing challenge, take the time to state the problem and you won’t have to search for the ideas, the ideas will come to you.

I grew up two blocks from the Eastman Kodak Company in Rochester, NY. As a child I was well aware of the Eastman name—Eastman School of Music, the George Eastman Museum of Photography—but who was Kodak? I learned the answer while taking a field trip to the company in grade school. Kodak was a name made up by Eastman in 1888. He took the first letter of his mother's maiden name—Kilborn—and put it at the beginning and end of a five-letter word. After trial and error, he filled in the blanks with the letters o, d, and a, and a brand was born.

Not long after Eastman trademarked the name Kodak, another Rochester photography business began operation as the Haloid Company. Ever heard of it? Probably not. But in 1961, that company changed its name to Xerox. Knowing the background of the Kodak name, I always assumed that Haloid executives chose the letter X and like Eastman tried to fill in the blanks, finally arriving at Xerox. In reality, the Xerox name came from a process of printing patented in 1938—xerography, which was a word developed from two Greek words meaning dry printing.

There was never any question as to how another Rochester business got its name. In 1853, John Jacob Bausch and Henry Lomb partnered to begin a lens company. Today, Bausch & Lomb is the recognized leader in developing new materials and new technologies to help people see better.

Although these three strong brands used different approaches to naming their organizations, they share the common characteristics of what today's marketers would consider an excellent name. So if you are about to start an organization or rename an existing one, consider the following criteria for good names.

Is it distinctive? If your name doesn't separate you from the competition, no one will remember it.

Is it short and sweet? It's much easier to remember five syllables or less than an epic novel. Plus, a short name prevents employees and customers from creating confusing acronyms for your name.

Does it tell a story? Branding is all about storytelling. Does your name tell any story about your organization?

Can you spell it? A company name should not be a spelling test. Make it easy for people to spell your name. This is especially helpful when they do a Google search.

Will people use it? Some names are hard to pronounce. Some names are not appropriate for certain target markets. Will your customers embrace the name and feel comfortable using it?

Is it legal? Your name is one of your most valuable assets. Make certain it can be trademarked. You may also want to make certain that name and possible variations are available as URLs.

George Eastman summed it up best when explaining how he came up with the name Kodak—"The word Kodak was devised after a considerable search for a word that would be short, unique, easy to spell and meet the requirements of trademark law. Most importantly, there is commercial value in having a peculiar name; it cannot be imitated or counterfeited."

What's in a name? Everything—your past, present and future. So take the time to make certain the name you choose will accelerate your brand-building process.