How Woolworth step to Authenticity

In last BrandM lecture, Dr Cullen mentioned the steps to authenticity, some of points impressed me a lot. After class, i try to find a familiar brand -Woolworth and analyse how it steps to authenticity.


Step One: Don't just say it, show it !!
I have to say as the largest surpermarket in AUS, WW broadly use the social media to "show" and transfer their message to the customers, it is successful to step to authenticity. Now, have a look how WW use these media to show it!!!


Show on TV

Since 1987, Woolworths introduce the company's slogan, “The Fresh Food People”, this famous slogan is still used in their new commercial in 2008, to transfer the message “Woolworth don’t sell fruit, vegetables and groceries, we sell fresh”, simultaneously, the song “Were fresh food people because you are” has win the great popularity. The commercial try to build up a warm and happy community, in this commercial, a lovely kids is planting a avocado in the garden, a parents and their children are going to catch the crab, and a grandmother pick her home grow vegetable to her neighbour.At the end of commercial, the words “We’re fresh food people, because you are” remind the customers they need fresh and Woolworths can provide.

Show on Official homepage

The website of Woolworths is not only release advertises, but also for building a net community and build up the long-term relationship to the customers. A large amount of information can be found in Woolworth official web pages, including price promotion news, fresh food ideas, financial services, etc. Customers can scan the prices news by their iphone, and shopping through online.

Step Two: Immerse in the environment & Avoid the temptation to exploit brand for commercial gain

The homepage of Woolworths is one of the most successful communication media are applied to customers, because it not only promote their brands and products, bu also let consumers engage in the atmosphere. For example, the target customers are young and middle age people who are widely used Internet in computer and smart phone. Maybe some of them are not available to watch TV, but they keen to know more news about the health and food, they are willing to share their cooking experiences and opinion. All these demand are satisfied by the web stage, and the homepage is the best intermediary to build up the long-term relationship between Woolworths and customers, customers to customers, and Woolworths become one part of their life.

Moreover, WW smartly contribute the efforts in conmulity.  Since Woolworths launched, a series of public relations activity are extensively develop, most of them are related to the social responsibility, like employment, community grants and fresh food kids programme. “Hospital Appeal” is one of successful activity in fresh food kids’ programme.

When people shopping in Woolworths, they can donate money to “Hospital Appeal” grants, and every dollar raised will go towards medical equipment of children, improved facilities and research for children’s hospitals.

Since this programme build up, 8 million have raised and more than 50 hospitals have build up the partnership with fresh food kids hospital appeal programme, in  Adelaide, Women’s & Children’s Hospital, Adelaide Broome Hospital Gove Hospital are involved. All these contribution is for avoiding the temptions to exploit brand for commerical gain. That is one of the strategy to build up the long-term relationship with customers by reinforcing core brand value. What is WW's core brand value, fresh food or good services, or any others. In fact, WW create a image of caring people's lives.   

Step Three: Don't be afraid of letting consumers in   

As the largest supermarket in Australia, Woolworths hope to let more customers in, know more demand, favor, expection and suggestion from the customer side. So, the social media were widely used by Woolworths to get the feedback from customers. Customers can directly contact WW by the official web or go to facebook to issue the comments. However, when i search Woolworths on Twitter, it is still blank. So, it will be open soon in the near future.

Jiale Wang

Brand Authenticity - Haigh's Chocolates

Doubtless to say, Haigh's Chocolates is one of the most successful South Australia original brand, not just popular in Adelaide, it expand to other big cites of Australia. When i travel in Melbourne, i found Haigh's open their stores in the most crowded commercial streets, i can see the  old ladies take a Haigh's bag in the Botanic Garden. At this memont, my confusion is how Haigh's make differentiation to other competitors. After last brandM, i found using the brand authenticity is a good way to identify and assess.

From Michael's view, brand authenticity include three attributes, Quality leadership, Heritage, and Sincerity. So, i use these three features in Haigh's brand authenticty analysis. 

Quality leadership
Look at the strong mission 'To be the national retailer of choice of our own premium hand made chocolates'. Even customers can't find the words like 'the best chocolates in Australia', the clear positioning make Haigh's successful abtatin their target customers when their price much higher than the chocolates which sold in supermarket. Using the hand made technology to make their products and keep the chocolates tradition and high grades, more importment, their technology keep the quality, that is the reason Haigh's generously open their factory to the vistors. 

Heritage

When people mention Haigh's Chocolates, the first thing come into mind is the history. Exactly,  Alfred E. Haigh's  first cholocates shop, on the "Beehive Corner" of Rundle Mall and King William Street is still in operation.

 Not only the building keep the traditional style, look at the store inside, gorgeous decoration make customers feel noble and high grade. The packing of products, using the beautuful tinfoil and packing bag. All this marketing action is to build up a 'Heritage' inpression.

Sincerity

Haigh's successful lives up to its values and commitments. Haigh's proveide the premium hand made chocolates nearly 100 years. They keep to transfer their sincerity in their products and services. Haigh's not only sell the chocolates in store, they also provide the chocolates making visit in their factory, teach the visitors the knowledge of chocolates, the history of chocolates. Obviously, it is a good way to build up the long-term relationship between Haigh's and their customers.

Jiale Wang

Views on my Melbourne trip

I spend 5days with my friends in Melbourne during the Earter holiday, actually this is my first time been to Melbourne, so everything  there for me is exciting and fresh. As a International City, Melbourne has personally unipue brand, the environment, education, culture, food, etc. For me, "keep walking, keep watching and keep thinking" is throughout the trip. So, sometimes i find something interset by my view.

                                                                 Photography by Jacky

Band of "Lady Gaga"

A successful brand should surpass the “Trust Brand” and become a “Love Brand”, the brand “Lady gaga” reaches it.  Lady Gaga is a talented musician and artist. She gives startling and memorable performances by her remarkable music, elaborate music productions, and incredible costumes. Her music, performance, and costumes all give the audiences new visual, hearing, and feeling impact. And this is also customers want to more fresh and innovation exposure. So, when the audiences see Lady gaga as her brand, it is a reflection of Lady gaga’s aspirations and of customers’ sense of personal relevance.

Secondly, Consumers help build the personality of the brand. According to the Forbes News, Lady Gaga become the most powerful people in the entertainment business by her 90 million dollars earnings and a mass of social media pushed. Gaga’s raise is not only due to the $90 million she earned, but also because of her strong media promotion. Lady Gaga is one of best and smartest digital media users in the celebrities. On the one hand, she and her team use various social media tools, including YouTube and other internet press to broadcast. On the other hand, Lady Gaga has achieved great successful in most of social media tools, 49 million Facebook fans and 21 million Twitter followers. She has the most followers of anyone on these two most popular social media.

Source from Twitter com

Source from Facebook.com