Build your brand by acknowledging your customers

I’m not a beer drinker. That’s just a personal choice of mine. And I’m not a big fan of Budweiser, though I can appreciate some of their creative advertising.

I do admire innovation in marketing, in both strategy and execution. Especially when a tired old brand tries something new.

Known for profiling their famous horses, or showing barely clad women, or highlighting the crazy things men do, Budweiser has created a dominant brand. But one thing successful brands do is continually innovate.

So for the 2012 Super Bowl, Budweiser did do something innovative. In Canada.

Budweiser Canada created a powerful ad that acknowledges real people – real customers. And it was only shown to Canadians during the Super Bowl game. Yes, it’s an ad about hockey in the middle of a football game. The point is not the sport. It’s what it means to their customers.

It appears that Budweiser may have just discovered a great new differentiating value. Acknowledgment.

What is Acknowledgement?

The value of Acknowledgement can be defined as recognition; expression of appreciation. It goes straight to the heart.

Acknowledging someone – especially your customers – may sound simple. But in reality it is hard to do well.

Try calling an acquaintance and say “I think you’re really great. Thanks.” If they don’t hang up, you’ll likely get a response of disbelief with a question, such as “So…. what do you want?”

Sincere acknowledgement requires deliberate planning, thoughtful practice, and honest pride. And it needs to appear spontaneous.

How do you combine recognition and appreciation, without making it over-the-top? How does a brand demonstrate genuine honor to its customers, without appearing salesy? It’s a fine line.

I think Budweiser Canada managed to pull it off. Click the image and watch the video.

It’s sincere and simple. I suspect this approach will prove to be a great brand booster.

It’s a brand new world

I may be a Canadian living in North Carolina, but thanks to the power of social media I learned about this ad on Facebook – 3 days before Super Bowl Sunday (thanks Graeme!).

And I was clearly not alone in noticing this ad. There were over 1.5 million views on YouTube – BEFORE the game even started.

Budweiser Canada scored on this one. Not because of some crazy stunt, or following their old advertising rulebook. Their success points to a solid understanding of the importance of recognition and appreciation of customers. The value of acknowledgement.

We all want to be acknowledged. For what we do. What we want to be. What we could be.

Yet, at work or in school, and even playing sports for fun, recognition is reserved for the few. Public acknowledgement tends to be awarded to only the top 1%ers. But don’t we all try out best?

Your customers are trying their best every day.

By cheering them on and giving them a taste of what it feels like to be at the top – to be appreciated, celebrated, and recognized as being great – you’re providing your customers with the rare value of acknowledgement. This is an innovative way to build your brand.

Where else have you seen the value of acknowledgement build brands?