Harman - Hitting New Notes
Let's face it; branding is a challenge in whatever category you find yourself working. It's why we're all in the business that we are - we've chosen to work in the peak of elation and trough of despair world of the communications business. It's what drives us. Being a student of branding is a fascinating pass time for me, especially when you see an unexpected ad/brand campaign that leaves you questioning why they did what they did and what is the message? This happened recently while eating lunch and reading the Wall Street Journal. A full-page ad from Harman with the headline "Sound Matters" literally jumped off the page at me.
I am vaguely aware of the Harman brand - something to do with audio speakers. I was going to merely dismiss it as just another corporate ad, but it started to grow on me. Harman was attempting to appeal to three different channels of sale in one creative execution - consumer, professional and OEM automotive. It was business to business, business to consumer and business-to-channels all rolled into one - a corporate campaign with vertical industry orientation. Talk about dueling audiences.
To further complicate the marketing effort, Harman features a deep house of brands portfolio that employs an endorser brand strategy - from AKG and Harman/Kardon to Infinity and JBL âˆ' brands with pockets of brand recognition and equity in their served industry categories. They are certainly hoping that this endorser brand architecture "by Harman" serves to transfer brand loyalty and trust to one another. They are searching for brand nirvana - encouraging purchasers of one consumer, pro-audio or OEM auto sound/infotainment brand to buy other Harman brands. It is brand bundling at its finest. But will it work?
Harman sure hopes so! They've increased their worldwide consumer brand-building budget by 45%. Ads are planned in the Financial Times, the New York Times and the Wall Street Journal. The tagline is a good one -"Harman. Where Sound Matters." The question is, will the ad matter with users and buyers of audio equipment?
Can corporate ads effectively reach multiple target audiences with multiple brands in both horizontal business publications and industry category trades? This is always the compelling challenge that corporate campaigns face. Is there enough media reach and frequency to appease each and every respective Harman "house of brands," especially if they're funding it through their own budgets? Being a business entity and/or divisional brand, they'll want the piece of the corporate communication spend. You can hear the arguments already - "I've got sales numbers to reach this year. I want my brand prominent. Corporate doesn't help my sales." Does the "by Harman" buy any good will with OEM customers and audiophiles alike? Do they even care?
In advertising, being all things to all people is fraught with danger. Can Harman's multi-year deal as an official partner with the Grammy Awards be made meaningful to car manufacturers? Will the car manufacturers, in turn, promote sound systems in their ads touting the Harman brand? Can consumers be made to care about the plethora of "by Harman" brands? Brand synergy is a great concept. To be successful, the execution has to be impeccable.
The ads feature prominent quotes from the likes of Peter Frampton and Quincy Jones. The copy talks to Harmon's emotional impact on people - "We're proud to touch millions of lives every day. With millions more to come". It's a bold claim and statement about Harmon's future business intentions. Can Harmon achieve the lofty position of being a component brand? It's a big leap from where they've been - a house of brands that was more parts than sum.
You have to give them kudos for putting a stake in the ground and carving out a brand position. They're going to market as Harman with the communications money to back them up. They're stepping up and making a statement to the automotive, consumer and professional audio categories that they're going to be a player. It's a bold move and certainly one worth watching.
