• by Anita Gomes , Columnist, August 14, 2018

I’m addicted -- to the “Real Housewives.” Bravo got me hooked on the reality series, and there’s no kicking the habit. I’ve embraced it, and surprisingly learned something about brand management along the way.

As marketers, it’s easy to get caught up in demand-gen, PR, ad spend and ROI. It’s important, though, not to lose sight of what drives success across all touchpoints: a strong brand.

In today’s omnichannel world, we’re compelled to clearly define, manage and sustain our brands. Just ask the “Real Housewives,":  If your brand isn’t rock solid, the rest doesn’t matter.

Here’s how the core tenets of brand management manifest themselves within the RHOX franchise:

Be authentic. According to Stackla, 86% of consumers crave authenticity from brands. Marketers who dismiss this do so at their peril.

Beverly Hills Housewife Kyle Richards and Atlanta’s Kandi Burruss get it, and their staying power shows that viewers approve. Neither delivers the most drama or scandal. They are who they are: successful, family-oriented and genuine.

Originality, sincerity and familiarity are key to brand authenticity. Amazon, Apple and Google --among the top 10 most valuable brands according to a Brand Finance study -- are also perceived to be most authentic. We trust them and know what they represent: convenient front-porch delivery; beautiful, easy-to-use technology, and access to the world’s information.

Foster an emotional connection.   The Housewives are beautiful and their lifestyles lavish. Who wouldn’t want to lunch at Lisa Vanderpump’s Beverly Hills estate or cruise the OC coast in Vicki Gunvalson’s Maserati? But, like these Housewives, brands must go deeper to connect with consumers and drive loyalty.

Proctor & Gamble nailed it with its Olympics "Thank You, Mom" campaign. What’s more heartwarming than the world’s best athletes acknowledging their mothers’ love and sacrifices? These ads pulled at our heartstrings, uniting the mundane and magnificent -- a win for P&G.

Tapping our sense of morality, the Surfers Against Sewage “wasteland warship” campaign vividly compares the environmental hazards of single-use plastics and an all-out military assault. Grainy imagery of weaponry, impotent politicians and filthy packaging waste urge anyone with common decency to “join the resistance,” appealing to the audience’s emotions and spurring action.

Remain relevant. Bethenny Frankel is the master of staying relevant, parlaying her RHONY role into two other Bravo programs and a network show. She’s expanded her Skinnygirl brand across categories, from spirits, popcorn and salad dressing to shapeware and jeans. She’s a master at marrying her notoriety with a shrewd business sense, evolving her brand to remain relevant.

Few brands can stagnate and thrive. With the advent of digital communication, the U.S. Postal Service was forced to rethink its value proposition. Slow to react to competitors FedEx and UPS, the future remains uncertain for this once-storied brand.

Conversely, Nike’s iconic swoosh -- and association with superior performance -- has endured, while the introduction of the “Air” pocket in the ‘80s or the 2017 launch of Nike Pro Hijab demonstrate the company’s embrace of changing market dynamics.

Proof of its continued relevance: Back in the day, I insisted on a pair of “back-to-school” Nikes. My daughter also went straight for the sneaks on a recent shopping trip. The styles have changed, but brand loyalty remains.

Like the RHOX franchise, without authenticity, an emotional connection and relevance, your brand’s future is anything but guaranteed. Remember the ladies of Washington, D.C., and Miami? Neither does anyone else.