What Brands can Learn from Hollywood: Interview with: Jonathan Sands, Chairman, Elmwood
What Brands can Learn from Hollywood Brands that have a difference are those What should marketers pay more that have a story that engages people attention to? emotionally. Getting the story right from the start. A few years ago I was working with an They tend to focus on the areas where animation studio in the US and they most of their budget is spent such as believed that brand owners do not the ad campaign or the sales understand the art of storytelling or promotion, but the little details in the engaging consumers, and that stories packaging, point of sale or the story at are about embracing conflict. Typical the point of purchase are just as critical, conflicts are the good guys against the indeed often more so. Get these aspects bad guys, a love story or someone with wrong and they may miss the an internal conflict. conversion to sale if they fail toInterview with: Jonathan Sands, understand the trigger points of whyChairman, Elmwood How could marketers be people make a purchase. comfortable embracing conflicts, if they may amplify negative features Any final words of advice?“A brand that differs from the rest and of their brand?has an emotional engagement with People are bound by the baggage ofcustomers transcends the rational A few years ago Skoda had a series of their own life learning, baggage whichreasons to purchase it,” says Jonathan TV ads where someone walking down a can restrict their ability to come up withSands, Chairman, Elmwood. “And the production line sees a beautiful car and new ideas. Sometimes they have tokey to engagement is compelling story is shocked to see the Skoda badge think about a product from a freshtelling with the emphasis on the word being applied on it. Skoda was basically perspective, step into someone else’scompelling but far too many brands do embracing the conflict that its cars were shoes, to create breakthroughnot understand the art of telling a good but that people had a negative innovation and be unique at what theycompelling story,” he adds. perception of the brand. By tackling the do. conflict head on rather than skimmingElmwood will attend the marcus evans over it they encouraged the consumerCMO Asia Summit 2013, in Macao, to reappraise their product and lookChina, 27 - 29 May, as a sponsorcompany. Ahead of the event, Sands again. Brandstalks about brand differentiation, the art This leads me to another point aboutof storytelling and how ChiefMarketing Officers can master this art how marketers can create a difference. Anxiety has become a trend today, that have ato make their brands stick in the hearts amplified by the media. We are worriedand minds of consumers by makingthem enthralling. about terrorism, war, the economic climate, global warming, the safety of difference are our children in schools, whether we willWhy do brands need to uncoverwhat is special and different about have enough money in our old age, etc. Brands that make us feel calmer, safer those thatthem? and happier by alleviating some of theseMy favourite quote is by the business anxieties will almost always be more successful. have a storyguru and musician Jerry Garcia, whosaid, “It’s no longer good enough to bethe best of the best, you have to be the The Fiat 500 looks like a car from the 1960s, reminding us of times when life that engages peopleonly people who do what you do.” That was safer, but it is designed in astruck a chord with me. If you try to be contemporary way. The conflict isthe best, you are competing on a level contemporary nostalgia, but Fiat has emotionallyplaying field constantly looking to make also embraced the conflict by re-your brand last longer, go faster or interpreting the brand. The same withtaste better. But to be the only one the old style training shoes we see bydoing what you do you have to have a several brands, which remind us of ourpurpose beyond rational price or childhood and sporting greats of theperformance. past.
About the CMO Asia Summit 2013 The Marketing Network – marcus evans Summits group This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao, delivers peer-to-peer information China, 27 - 29 May 2013. Offering much more than any conference, exhibition or on strategic matters, professional trade show, this exclusive meeting will bring together esteemed marketing trends and breakthrough professionals and solution providers to a highly focused and interactive networking innovations. event. The Summit will include presentations on integrated cross-channel communications, the evolving role of the Chief Marketing Officer and unleashing innovation. www.cmoasiasummit.com Please note that the Summit is a Contact closed business event and the number of participants strictly Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits limited. Division Tel: + 357 22 849 313 Email: email@example.com For more information please send an email to firstname.lastname@example.org All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to email@example.comAbout ElmwoodElmwood is the world’s most effective brand design consultancy, having won more Design Effectiveness Awards than anyone else inthe competition’s 20+ year history. These awards recognise the commercial success of design strategy.Our expertise stretches from insight and innovation through to brand strategy, naming, design strategy, design rollout, writing andcreative services.www.elmwood.comAbout marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsCMO Summit (Australia) - www.cmoanzsummit.comCMO Japan Summit - www.cmojapansummit.comTo view the web version of this interview, please click here: www.cmoasiasummit.com/JonathanSands