Crossover STL

The market is undergoing a dramatic change. That’s a no-brainer. But Interbrand’s Report on Best Global Brands reminds us that in order to maintain an organization’s survival and ultimate success, a company should go back to its roots of consumer engagement.

Whether it’s using social media channels to forge deeper relationships with consumers or building brand awareness through sponsoring events, brands should speak and reach out to its MANY audiences — that’s right, I’m talking about Hispanic Market folks.

The report reminds us that Return on Investment (ROI) shouldn’t be the sole focus. It goes onto list the 10 principles that make a strong brand — commitment, protection, clarity, responsiveness (which means adapting to market changes) authenticity and relevance, to name a few.

These all come to play when capitalizing on social media to drive consumer interest. With that said, social media should be more than a means to communicate rather a, “successful brand should monetize the channel to drive business success in a measurable way” (50).

It also reminds us that customer services shouldn’t just be about solving problems rather the conversations with consumers should be listened, learned and gathered, allowing consumers to shape the brands in a way that is meaningful to them ultimately winning their loyalty (50).

The Interbrand’s study provides a perfect example.

During this year’s FIFA World Cup, Coca-Cola milked its sponsorship in more ways than one, not only plastering itself all over the World Cup premises in South Africa, but it co-owned the un-official anthem of the World Cup “Waving Flags” sung by Somali-Canadian artist K-Naan. The song hit #1 on iTunes in 17 countries. Coca-Cola in turn used those profits into a $30 million “Replenish Africa” initiative, winning the hearts and minds of its target audience. This brand campaign provides consumer engagement but also speaks to its target consumers.

Another perfect example was Telemundo’s fully integrated U.S. Hispanic Marketing platform for Post Food’s Honey Bunches of Oats.

The “Think Positive” campaign, or “Pensemos Positivo” is a competitive attempt as Post and its rivals General Mills and Kellog Co. pour new marketing dollars into the Hispanic Market. JenCarlos Canela, Latin music sensation and star of last year’s Telemundo hit, “Mas Sabe el Diablo” or “The Devil Knows Best” will appear on four million Honey Bunches of Oats cereal boxes this spring. The campaign has also worked with Telemundo’s music division and included songs about positive thinking written and recorded by Canela, which was made into three district versions: Spanish, English and a dance mix. While “Honey Bunches of Oats” was not mentioned within the song’s lyrics, this feel good anthem connects with the brand emotionally while maintaining the taste appeal.

Taking the non-traditional route has helped “Honey Bunches of Oats” to connect with modern-day U.S. Hispanics. This initiative provides the connection points with the Latin consumer from content offerings to in-store value.

To look at this interactive presentation on the success of this marketing campaign click onto the picture below.

To get more information on “Honey Bunches of Oats” Brand strategy, click here.

So what are your thoughts? I would like to know.