Tag: Service

How is your brand performing in the economy of feelings?

 

 

Ever since I can remember, marketing has focused on the USP, the unique selling proposition, and the product’s/service’s features and benefits. This is a traditional theory and applies to a rational, analytical view of value. In an oversupplied market with more, and often conflicting information, rational decision making becomes a myth.

 

Instead, start paying attention to what people do (which is the best indication of how they feel), not so much to what they say.

 

The more choices there are and the more complex life becomes, the more people make decisions that “feel” right to them, and NOT on an objective truth.

 

So, how is your brand performing in the economy of feelings?

 

Changing behavior is a herculean task- ask any newspaper brand or cigarette brand or an Operating System brand..

 

You would have heard of this brand called Betty Crocker fabled for their Cake Mixes– when they launched, it was launched as a plug & play product, get the mix into the oven and voila, the cake is ready! Guess what? The brand bombed in the market.

 

They went back into the market wherein they gave only a 70% ready product and got the customer to participate and work on the remaining 30%- now guess what?? Betty Crocker was a roaring success.

 

Same thing applied to Ben & Jerry when they launched their Lavender flavor- it bombed..comeback kid was twinned with a more familiar to the audience Vanilla flavour and presto..

 

Creative pursuits that aim at changing consumer behavior should be hinged on layering the novel on the already familiar.

 

Caution: The value of marketing is not where you have been told it is.

 

Analytics inform , emotions compel.

 

In an era of quantum marketing with 5G, IOT, AI, VR, AR, MR, Meta etc, connecting hearts and minds is a great opportunity.

 

So, Marketing 101 would somewhat go like this:

-Identify which audience you want to be serving

-Examine what they need or want but don’t have

-If you can help people get to where they seek to go, when they’re ready to get there, the stuff called marketing gets significantly easier

-Be happy with serving a MVA(Minimum Viable Audience) rather than try to be all things to all people. Delight the daylights of your MVA

-Instead of finding customers for your product or service, find a product or service for your audience

 

As I conclude, may I direct you to this article from BrandKnew on how marketing has changed over the last half a century

 

ENDS

 

 

 

The World Doesn’t Need Another Ad Agency! NO!

 

It’s amazing how a simple tap on the space bar can make such a difference.

 

” Another ” is one of those odd English words that have multiple and contradictory meanings.One definition is ‘ being one more in addition to one or more of the same kind ‘, like having another car payment or another piece of pizza( two more things none of us likely need).

 

But ” another ” also means distinct or different from the one first considered. That puts an entirely different spin on things, and putting a space between the letters ( ” an other ” ), underscores the point.

 

The world rarely needs ” another ” but it will always welcome ” an other ” -particularly in the most mature, crowded, commoditized industries, where sameness leads to staleness.

 

Time after time another product or service gets superseded by an other product or service, making our lives more pleasant, more efficient, more productive or better in a host of additional ways.

Seeking ” an other ” is a sound strategy to keep pace with the inexorable march of creative destruction. In the marketplace, what is, will not always be, and what is to come, has not always been. The task of strategists therefore is to be agents of creation rather than victims of destruction. Our challenge is to pursue the new and unproven while we preserve the existing and profitable.

 

Unless you can ensure your company, brand or service is continually and legitimately, ” an other “, it will always end up becoming just ” another “.

 

As I conclude, I am encouraged to direct you to this article from BrandKnew about the need for Intersectionality in the Ad Industry.

 

ENDS

 

 

 

Branding Matters. Because, Branding Matters!

Branding:  The peculiar art and science of distilling something* down to its essence and giving it physical shape.

( *usually a product, place, service, or person).

Brands continue to shape humanity in ever more fundamental ways- even those who don’t torment ourselves over logos, typography and the message like some of us do.

Brands connect us, just as they drive us apart.

At a time when it seems increasingly difficult to rely on our elected leaders, when virus and violence remind us of our shared mortality and required humility, we need to focus on brands that bring us together.

Branding is a tool.

All of us use it.

Most use it in public.

Many use it for profit.

Some use it for power.

It is rarely used in private.

Humanity is a web.

It is a complex, intricately woven structure of cultures, races, and genders. A patchwork of beliefs, histories, world views and identities. A quilt of sublime beauty and unimaginable horror.

We are all part of one species, sharing one planet. And we inhabit a world in which any of our individual actions- what we buy, what we eat, what news we share, how we travel, what we throw away- affect everything else.

Everyone of us has a place. We all have a role to play. Most of us want to make the world a better place for ourselves, our neighbors, and our children.

In some shape or form, we all want to be part of something bigger than ourselves.

We all want to belong.

Branding used to be about ownership– about what belongs to us. Branding was about marking one’s possessions in public.

At some point, we discovered that the purchase, use, consumption (or even wasting) of a product could serve as a reflection of our worldview- our status.

Caviar | The Automobile | Champagne | Fur Coats | Beaver Hats

We have transitioned from wearing pelts for survival to wearing pelts for status. Attaching value to actions and the consciously public display of labels allows us to seek out the like-minded. People like us. Do things like this. The not so subtle art of clanning. The same class. The same wealth. The same team.

Our people. Where we belong.

Was this the moment where we surrendered to the brand?

Brands are the ultimate gatekeepers, trendsetters, and mass mind-shapers. They determine who and what we love, who and what we hate, what gets visibility, and what gets marginalized and buried.

Brands are the foundation of the attention economy; without them, we wouldn’t be debating how much information the human species can realistically process. We wouldn’t be deliberating about how to divide our attention between all the things that require it. Without brands, we would be hopelessly lost.

Without brands, would we be free?

Brands mark our status, signify our value, and let us broadcast to the world:

” This is who I Am “.

Consciously, unconsciously- possibly in permanent denial- we are living in a mega-branded reality in which the gestures, messages, imagery and actions of brands influence us more than we realize. They touch every facet of human life.

” I shop, therefore I am “.

This is how I dress.

This is how I speak.

This is what I do.

This is how I play.

This is how I pray.

This is who I love.

This is what I believe.

” This is who I am “.

Brands have a way of teasing out the best in us. They help us feel attractive, prosperous, and together. They make us feel part of a group, like we belong. They help us maintain optimism about ourselves and the world. Whether it’s flashy new pair of kicks, a new car or a motivating app, brands can dramatically alter our moods, our energy levels, and how we see ourselves.

Caveat: This power though is a double-edged sword.

It is to our benefit that we’re drawn to offerings that help us thrive, succeed, understand ourselves better, and achieve more happiness.

But are we just flaunting what we have got? Living a life of empty materialism and compensating for our insecurities? Or are the brands in our lives serving a deeper purpose, supporting our best possible selves, our strongest relationships, our most viable society?

” Choose your self-presentations carefully, for what starts off as a mask may become your face .”- ERVING GOFFMAN

 

To be continued..

Marketing is having a Listening Problem!

Is Marketing having a Listening Problem?
Yes, you heard that right. Marketing has a listening problem…definitely looks like- but the problem isn’t a matter of not hearing the voice of the customer. The problem is understanding what all the noise actually means.
An unintentional tone-deafness has led marketers to realise that they are not just struggling to aggregate the right data or struggling to identify the moments of opportunity to deliver exceptional experiences to their customers. Marketers admit that the biggest challenge the organisation faces while working to develop lasting customer relationships is actually remembering the relationship itself and not solely focusing on getting campaigns out the door.
 
Organisations have settled for passive hearing instead of active listening.
When it comes to aggregating the true voice of the customer, many marketers continue to rely on passive channels bringing in reactionary signals intentionally sent to the organisation. This leaves little opportunity to aggregate, let alone understand, real-time behaviours and cues being left behind by the customer across the omni-channel landscape. Consider where marketers believe insights, cues and indicators are being left: Email, Social, Sales Rep Interactions, Forms, Service & Support. While this list seems reasonable and an appropriate collection of customer signal sources, when sorted into categories of active, realtime, customer-driven signals versus post-engagement, reactionary or company-controlled environments, the picture of where marketers listen for signals begins to point to channels of known, structured comfort.
Where do customers actually leave cues?
Not in the known, structured comfort but in places like Social Media, User Generated Content, IoT Sensors, Chatbot sessions, Mobile Device detection etc
Data doubts are holding back advancement of the omni-channel experience. 
Without question, marketing has spent the past decade (or more) actively investing in expanding the omni-channel toolkit, identifying new ways to reach and engage with the connected customer. Each experience advancement heightens the need for actionable insights and a clear signal based on customer voice and data. But few marketers feel they are able to unlock the opportunity in the channels and the data already in use. This doubt is contributing to a hesitancy to expand and further explore what is new in omni-channel engagement.
Getting small could get us back to the customer.
 
The criticality of small data sits with the insights that reveal the “why” – why is the customer here today, why are they searching, why are the buying, why are they NOT buying? 
Marketers are waiting for complaints or opportunities to improve experiences through answering issues or questions rather than leveraging more complex data to proactively meet the customer with experiences that add value and delight. But marketers are also looking to get a better view of what the customer actually wants. Marketers need to understand the “why.”
Are they most prepared to take advantage of small data to turn noise into signals from the customer. Marketers are also confident they will finally reach the “why” behind customer’s actions and behaviours.
“Why” is also fuelling the marketer’s aspirations. When you try to identify brands across any industry that customers admired for their ability to deliver on real-time, personalised customer engagements, some key brands consistently rose to the top: Amazon, Apple, Google, Starbucks and Nike. 
What these brands also do well is connect with people and engage with customers like individuals, not just transact with campaigns.The biggest differentiator of these leading brands is their ability to treat every individual like a friend or confidante.The ability to initiate conversations in a manner that reflects the customers needs helps differentiate the brand. In essence, these brands never loose sight of the fact that their customers are core to their business…and that their customers are people first, buyers second.
It is time for marketing to lead the charge to treat people like people. It is time for marketing to champion being human. It sounds fundamental…that our customers are people. But as we have already seen, marketers admit that remembering that the organisation is engaging with people and not just data sets or individual records can be challenging.
The tools and technology are available. The data is abundant. The missing piece has been the voice of the customer. It is time for Marketing to champion the shift back to human…driving profit and opportunity along the way.
ENDS
 
www.groupisd.com/story
 
www.brandknewmag.com