The introduction of the first Lexus global branding campaign, “Amazing in Motion,” is a pleasant surprise. Lexus is already a very successful global brand as it is ranked among the 10 largest Japanese global brands in market value. Even though numbers are well below its German rivals BMW, Volkswagon and Mercedes-Benz, the Lexus brand had an 18% global sales increase. Pretty impressive with no global branding efforts to date…That being said, it’s well noted that Lexus is “seeing the light” as branding opportunities continue to present themselves overseas.

The VP of U.S. Marketing for Lexus, Brian Smith, said Lexus is still unsure if a single tagline or multiple taglines will be incorporated into the campaign as global translations and wording may vary. The message, however, will be consistent.

In the current branding industry, this is a validated concern. As a matter of fact, in speaking with one of our Global Branding Network (gbn) team members from China, I was educated on the fact that Chinese characters used to convey messages in Asia are less like an “alphabet” that form “words”-but more like a “concept” that forms a “perception.”

Lexus is heading in the right direction as far as consistent messaging and impactful visual branding that convey desired concepts, however, this leads me to the question of why can’t verbal branding be as unified with wording and phrasing alike? Enter the Global Branding Network. Although this is a pretty tall order, what an ideal concept for this specific brand challenge. Enlist branding professionals from all over the world and have them collaborate on a succinct verbal brand that is consistent for the more than 80 markets in which Lexus operates. As the luxury brand decides to put efforts into global verbal branding, universal creative concepts should be garnered. If not, Lexus will either silo their message into one region and/or promote an irrelevant brand concept that is “foreign” to multiple global markets.

Lexus is taking the “Amazing in Motion” campaign one step further and aiming for consumers that have not considered Lexus before; especially a younger audience. Easy enough, right? Technically, this is more challenging because of the distinct filter of never having considered purchasing a Lexus, and with an extremely broad, eh hem, and GLOBAL reach.

2013 Global Lexus Ad

For the last decade, Lexus has been one of the top luxury car brands in the U.S. following the 24-year old successful creative theme, Pursuit of Perfection. So why not the same success overseas? You guessed it…message consistency! According to Smith (with no pun intended), “Many Lexus operations across the pond haven’t followed the Pursuit of Perfection theme.” This ultimately led to inconsistent perceptions of the luxury brand across the globe.

As they continue to develop verbal branding for the “Amazing in Motion” campaign, visual elements will initially promote the unified brand message for Lexus consistent throughout all markets and will even include playing commercials with no voice over or content. Lightbulb! When there is a brand concept that cannot be translated easily through words or phrases-why not develop a constant visual brand message. When done appropriately, it can become very successful and promote your ideal brand message (i.e. Coca-Cola, Nike, Apple). I have to give credit to Lexus for focusing branding efforts towards putting themselves “on the map.”

When you think of “parent” corporation, what comes to mind?

I tend to think of Procter and Gamble, only because of their sponsorship/ad campaign in the 2012 London Olympics. During the Olympics, Procter and Gamble paid tribute to the mothers of the Olympians but also showed their position as a parent for so many of America’s favorite products (Gain, Bounce, Charmin, etc). According to Jonathan Bacon, “Consumers are likely to view large Fast Moving Consumer Goods manufacturers more favorably if they develop a prominent corporate or parent brand, according to research seen by Marketing Week”. So, what exactly does that mean? My take on this little tidbit is that people are more likely to buy a product from a parent company with a strong corporate identity. Why is that? I did some investigating of my own and found that as consumers we are more likely to buy a brand with a strong corporate identity.

Now what does corporate identities have to do with which dish detergent to buy?  To me, branding is more than just a name, tagline, or logo; it’s a part of my personal brand identity. For example, I tend to buy brands that are more environmentally friendly because that is something I am passionate about. By buying products with a more eco-friendly attitude I am positioning myself as an environmentally conscious person and enhancing my own personal brand identity at the same time. Back to the point, why are people more likely to purchase “parent brands”? I think it’s because they add to the consumers personal brand identity. By associating with a “parent” corporation it’s kind of like your mother sending you a care package, no matter what, you will never have to worry about being mislead or disappointed.

When it comes to your favorite brand names, realistically, just how likely are you to stay loyal to them? Personally, I have certain brands I would never abandon.



For example, I will always pick Tory Burch products over other luxury brand names. No matter if the price is right with a competitor; I will wait and save until I can afford Tory Burch. Some might find this behavior to be a little “obsessive” but the satisfaction I receive from her products is unmatched. Yes, her products are expensive, but you’re not just paying for the brand name or label, you’re paying for a high quality product that is guaranteed to last.

But at the same time, being a recent college graduate who is still living off of graduation checks, I find myself constantly trying new lower priced products. A prime example would be every time I go to the grocery store; I am constantly looking for the best price but most of the time I’m either swayed by the packaging or their recent advertising strategy. You’re probably thinking, “Wow, She’s in the marketing field and she’s still willing to buy brand names…” Even being in the branding industry, I find myself constantly trying new brands due to their effective price tag or how catchy I found their advertising (jingle/tagline) to be.  My latest grocery store brand exploration has been with water enhancers. As a kid, I was obsessed with Hawaiian Punch, like, couldn’t put it down. They are now selling a sugar free enhancer. Let’s just say, it wasn’t two days before my mouth was bright red and my squirt bottle of Hawaiian Punch was empty. This was maybe a three dollar investment (FYI).

When it comes to smaller purchases, say under ten dollars, I am more willing to experiment with brand names. However, I am not willing to budge on brand names when it comes to luxury products.

As a fellow consumer are you as willing as I am to explore with your brands or are you a creature of brand name habit?

Abbrevations & Acronyms: A Pronounced Difference

It’s always interesting to talk about various abbreviations (ex. BLA) and acronyms (abbreviations that are pronounceable, ex. CDER) that represent important entities within global pharmaceutical branding. When an abbreviation is mislabeled as an acronym, it’s always enjoyable to mention “MSN” as also an acronym example…unless we’re missin’ something.

Abbreviations and acronyms that are always good to have readily at hand:

US:

ANDA= Abbreviated New Drug Application
BLA= Biologics
CDER= Center for Drug Evaluation & Research
DMEPA= Division of Medication Error Prevention & Analysis
DTC= Direct-to-Consumer Advertising
FDA= U.S. Food & Drug Administration
FDCA= Federal Food Drug & Cosmetic Act
FMEA= Failure Mode & Effects Analysis
AMA= American Medical Association
INDA= Investigational New Drug Application
ISMP= Institute for Safe Medication Practices
ITU= Intent-to-Use Trademark Application
MAPP= Manual of Policies & Procedures
NDA= New Drug Application
OPDP= The Office of Prescription Drug Promotion
OSE= Office of Surveillance & Epidemiology
PDUFA= Prescription Drug User Fee Act
PhRMA= Pharmaceutical Research & Manufacturers of America
POCA= Phonetic Orthographic Computer Analysis
USAN= U.S. Adopted Name
USANC= U.S. Adopted Name Council
USPTO= U.S. Patent & Trademark Office

EU:

AESGP= Association Européenne des Spécialités Pharmaceutiques
CHMP= Committee for Medicinal Products for Human Use
DCP= Decentralized Procedure
EC= European Commission
EEC= European Economic Community
EFPIA= European Federation of Pharmaceutical Industries & Associations
EGA= European Generic (Medicines) Association
EMA= European Medicines Agency
EPAR= European Public Assessment Report
ICH= International Conference for Harmonization of Technical Requirements for Registration of Pharmaceuticals for Human Use
IN= Invented Name
INN= International Non-Proprietary Name
MAA= Marketing Authorization Application
MAH= Marketing Authorization Holder
MRA= Mutual Recognition Agreement
MS= Member States
NRG= Name Review Group
PIN= Proposed Invented Name
WHO= World Health Organization