Mind the Gap – Making Brand Conversations Real, Relevant and Repeatable


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Mind the Gap – Making Brand Conversations Real, Relevant and Repeatable

  1. 1. BSI Mind the Gap – Making Brand Conversations Real, Relevant and Repeatable Marketing 2.0 Conference, Hamburg 2005
  2. 2. BSI Join the conversation MARKETING 2.0 CONFERENCE Paris, France 28/29 March 2011 www.marketing2conference.com
  3. 3. Mind the Gap: Making Brand Conversations Real, Relevant & Repeatable Lois Kelly Foghound International Word-of-Mouth Marketing Conference October 6, 2005
  4. 4. The gap in marketing strategy… 2
  5. 5. …making it easy – and interesting – for people to talk about the brand. 3
  6. 6. We learn, buy, sell through a web of conversations. Customers with prospects Sales reps with Analysts with customers investors PR with the Conversations Employees media With customers Opinion leaders Analysts with on blogs Your partners prospects And vendors With prospects 4
  7. 7. It’s a great value prop, Our sales reps are But I’d need to walk always going off You through the deck to message. explain it. How do I explain What do we do your company to with it in PR? my executive team? Yeah, right. 5
  8. 8. Now don’t laugh when I tell you what our new positioning is… 6
  9. 9. The Doglish problem 7
  10. 10. Doglish in action….EU Constitution Europe in 12 lessons “What is missing in Europe and the EU is a story that appeals to a lot of segments of European society -- especially young people. “ Jocelyne Cesari, Visiting Associate Professor at Harvard's Center for Middle East Studies and Divinity School. by Pascal Fontaine Former assistant to Jean Monnet and Professor at the Institut d'etudes politiques, Paris Illustrated by Mario Ramos 8
  11. 11. Mission & vision statements Value propositions Directional, Elevator descriptions descriptive Messaging documents Bring brand alive. Conversation themes Written to be said, not read. 9
  12. 12. The most effective word-of-mouth is based on meaningful conversations. Not cool products. “That’s interesting. Tell me more.” 10
  13. 13. Make meaning, not buzz Meaning making Relevance. Context. Emotion. 11
  14. 14. Obstacles 1. Whose job is it anyway? 2. It doesn’t tell the complete story 3. Misperception: tag lines & mission/vision ‘r it 4. Executive ADD 5. Communications people as an afterthought 6. Committee “mush” and fraidy cats 12
  15. 15. 3 ways to create something to talk about Ear to the ground Straight talk Points of view 13
  16. 16. Tap into CEO hunches “High performers” “Sharing” 14
  17. 17. Do a listening tour Do a structured “listening tour” of best customers, industry experts, top sales reps “We don’t want to talk about the technology. We want to hear about SAP’s views on ‘next practices’ and insights into our industry.” 15
  18. 18. Do a listening tour “Right results, on-time, on- budget is powerful.” 16
  19. 19. “See” what’s being talked about What’s most relevant? What ideas are connected? Who’s talking about what? What’s gaining momentum? What’s so yesterday? Who should you be talking with? What’s the language, tone? 17
  20. 20. See what’s being talked about 18
  21. 21. See what’s being talked about 19
  22. 22. See what’s being talked about 20
  23. 23. Create a point of view What do you believe? What are your opinions? What’s your unusual advice? The “tell me more” factor 21
  24. 24. What people like to talk about, hear about Anxieties Contrarian Personal stories David vs. Counterintuitive Aspirational Goliath Avalanche about “How to” Glitz & Glam to roll 22
  25. 25. Point of view: Endeca We’re a find company, not a search company. 23
  26. 26. Point of view: Copernicus - Dr. Kevin Clancy Most marketing fails because of too much testosterone. Marketing execs need to be counterintuitive. 24
  27. 27. Point of view: Sun Microsystems By sharing we’re going to eliminate the digital divide and grow the technology market. 25
  28. 28. Point of view: Women & Infants Hospital Women deserve to be treated with more dignity. 26
  29. 29. Point of view: Accenture We know what makes a great company perform above others in your industry. 27
  30. 30. Point of view: Saegis Pharmaceuticals “We’re out to find the Viagra of the brain.” 28
  31. 31. Point of view: BG Medicine Prescription drugs are the 4th leading cause of death because there’s not enough D in R&D. 29
  32. 32. Point of view: Dietsche & Dietsche Architects The first house is a dictionary. The second is a poem. 30
  33. 33. Point of view: Dove Real women, real curves. 31
  34. 34. What people like to talk about, hear about Drugs 4th Real women Cause of death Dignity Anxieties Contrarian Personal stories Testosterone Sharing Poem David vs. Counterintuitive Aspirational Goliath Find vs. search Differently Avalanche about “How to” Glitz & Glam to roll Stars Viagra of the brain In your industry 32
  35. 35. Straight talk: Give it some life! Genuine vs. ‘edited’ Clear and straightforward Metaphors and stories Easily personalized, used throughout the company 33
  36. 36. “ The Sun president’s writing style – open, honest, ever geeky – is a hit. Schwartz’s blog reaches more than 100,000 readers a month, a number that has grown exponentially during the blog’s 3-month existence.” 34
  37. 37. Rely on more stories, metaphors, analogies 35
  38. 38. Apply your POV to unify communications Sales presentations Web site Executive speeches Customer events Employee communications Analyst briefings PR media pitches, articles 36
  39. 39. Sun Microsystems Solve complex network Mission computing problems Sun believes sharing innovation & building communities leads the Point-of-view next wave of computing: The Participation Age Tagline 37
  40. 40. Applying Sun’s POV Executive speeches 38
  41. 41. Bringing out your real inner Brand Mission beauty Widening the definition of beauty Point-of-view for women because we believe beauty comes in all shapes, sizes and ages Tagline Real women have real curves. 39
  42. 42. Applying Dove’s POV ONLY TWO PERCENT OF WOMEN DESCRIBE THEMSELVES AS BEAUTIFUL New Global Study Uncovers Desire for Broader Definition of Beauty NEW YORK, September 29, 2004 - Dove® unveils a groundbreaking new study today that discusses the implications of a global society that narrowly defines beauty by the images seen in entertainment, advertising and fashion runways and the startling impact this has on women. The result: only two percent of thousands of women from 10 countries… Campaign celebrating Women’s curves: www.campaignforrealbeauty.com 36 European countries 40
  43. 43. Mind the gap: Connect the brand to conversations Make it someone’s job Listen in new ways Talk topics matter more than tag lines Bring in communications “translators” Beware of fraidy cats and those who only speak Doglish 41
  44. 44. Don’t be a marketing “girlieman” Ear to the ground Point of view Straight talk Apply the glue 42
  45. 45. Mind the Gap: Making Brand Conversations Real, Relevant & Repeatable Lois Kelly Foghound “Communications programs that get people talking”