Your brand? OUR BRAND.
Branding in the Era of the
Empowered Consumer

Eric Weaver | Tribal DDB
10/21/09
Tonight
◼  Definitions and realities
◼  Four cultural changes that have turned the world upside-down
◼  Trust and its impa...
Definitions and realities
less than a minute ago - Comment - Like




                                          3
Branding: a dog’s breakfast? Disparate definitions:
is it identity? Experience? Advertising? Gut
feeling? A promise?
Octob...
Slight prob: suggesting any expense of time/
money that does not support a quarterly earnings
goal is often political suic...
My def’n: the process of crafting a UVP and
platform for reception (& now interaction) w/one’s
market. Have to go to mkt w...
Old-school control of brand, msg is a bit like
controlling gossip. You may “steer” it but really,
that’s about it. O.M.G. ...
Why? BOOMERS = propriety. Trained in formalities, don’t
offend, guarded means safe, not so great with “random.” Suit &
tie...
In fact, 66%
of customer
touchpoints
are now
CUSTOMER
GENERATED
6:35 PM Oct 21 from
PowerPoint




                      (...
And it’s
not only
consumers
who are
creating
touchpoints.
6:39 PM Oct 21 from
PowerPoint
THE REALITY: your brand is now our brand.
Branding must consider social implications.
6:40 PM Oct 21 from PowerPoint
Let’s look at the business of
promoting a brand.
less than a minute ago - Comment - Like




                             ...
Outbound mktg is a $1TT
machine. Each niche = a full
industry. We're rewarded for
storytelling/ intrusion/
repetition. Unc...
Our customers, however, have changed. Maybe a lot, LOLZ.
6:42PM Oct 21from TwitterBerry




                              ...
Commercialism starting to smell like self-interest.
Consumers flee to social netwks where they
could connect w/like minds,...
For marketers, social netwks
looked like a smorgasbord of
opportune audiences.
OOH YUMMEH!
6:47 PM Oct 21 from PowerPoint
...
What’d we get? Same ol’ same ol’.
“Look over here! A chance to WIN!” #yawn
October 21 at 6:48pm - Comment - Like - See Wal...
Traditional ads in
social netwks are
like #amway
salesmen showing
up at a cocktail
party. Not the right
context, kids. #fa...
The waning
Outbound Voice:
RT @TNSMedia
Intelligence US ad
spend plunges
14.2%; only online
posts growth.
6:52 PM Oct 21 f...
Four major cultural changes are killing the
outbound model and amplifying dialogue.
less than a minute ago - Comment - Lik...
CHANGE #1: trust has fallen off a cliff. (RT @edelman)
6:55 PM Oct 21 from Edelman Trust Barometer




                   ...
RT @edelman: “banks, automotives, media and
insurance hit hardest in US.” Wonder abt schools,
                    cops, do...
CHANGE #2: time starvation,
micro-niche interests,
endlessly-customizable
media options, expecting free
information
6:59 P...
#SEARCH: people, products,
info, media I care abt;
#EXPRESSION via blogs,
opinion sites, ratings;
#SHARING what we like, o...
BLOGGERS
      CUSTOMERS                                  TRADE ORGS



                     CHANGE #3:
                  ...
CHANGE #4: people turn to PEERS when
risk is high, more choices to review, less
time for research. #remarkable
7:04 PM Oct...
Most credible ppl giving me company/product info? 47%
believe in PEERS. 13% trust marketers. #wakeupcall
#outboundvoice
7:...
Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63%
25-34 share trust/distrust on the web.
7:06 PM Oct 21...
Trust drives preference:
91% choose to buy from
companies they trust, 77%
refuse the distrusted.
Bottom line: TRUST
DRIVES...
(Source: Agent Wildfire)
                           30
Rethinking the brand in terms of trust
less than a minute ago - Comment - Like




                                       ...
Growing revenue not abt clever, elegant, loud. Not abt tools!
Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT
PPL ...
CONSUMERS WANT PROOF OF INTENT: “How much
more would u trust a company for taking these actions?”
7:10 PM Oct 21 from Edel...
So build a trust strategy. Where are u trusted?
distrusted? Reexamine brand attribs, think thru
proof points and execution...
DON’T KILL TRUST W/INTRUSION: Don’t interrupt search.
Be found/referred. Don’t talk abt ur value, demonstrate it.
7:12 PM ...
Look for and target ur
organization’s trust soft-spots.
Rebuild trust there w/proof pts.
Be real. Take fodder from
conspir...
Soft-spots in
trust: would
you still hire
someone after
this?
7:16 PM Oct 21 from
PowerPoint
Social branding makeovers
less than a minute ago - Comment - Like




                                          38
BEFORE:
Starbucks
was slow to
adopt
SocMed. This
was what
people found.
7:17 PM Oct 21 from
PowerPoint
AFTER: Proof
of interest in
listening to
consumers.
75k ideas in 6
mos.
7:18 PM Oct 21 from
PowerPoint
AFTER:
Starbucks
demonstrates
commitment
through
partners
7:19 PM Oct 21 from
PowerPoint
BEFORE:
consumer-
generated
brand hate.
Remember,
search loves
conversation
and extends
across time.
7:20 PM Oct 21 from
P...
AFTER:
customer
service
superstars
7:22 PM Oct 21 from
PowerPoint
BEFORE:
quiet
branding, low
relevance to
new
customer
base.
7:23 PM Oct 21 from
PowerPoint
AFTER: trust
generated, $4
million
happened.
7:24 PM Oct 21 from
PowerPoint




                      45
OTHERS: leveraging social causes to
focus conversation (and brand) on
giving back.
7:25 PM Oct 21 from PowerPoint
Final thoughts
less than a minute ago - Comment - Like




                                          47
Social media is so NOT a fad. Google gave us search.
SocMed gave us sharing, connecting. Consumers will not
give up this a...
RECAP: Rethink your entire brand and mktg approach from
a prospective of trust and with a wider lens.
7:28 PM Oct 21 from ...
THANK YOU!
AND QUESTIONS.
me: twitter.com/weave
company: tribalddb.ca
slides: slideshare.net/weave
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Your Brand? OUR Brand. (IIMA version)

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This is my Trust presentation rewritten from the perspective of the practice of branding. Presented on 10/21/09 at the International Internet Marketing Association October meeting.

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  • So what’s up with branding? It used to be that large branding specialty firms like Landor and Interbrand took home handsome sums to do deep dives into audience’s minds, test messaging, craft value propositions, and produce strategist that informed creative efforts. But recent surveys show huge disparities in a basic understanding of what branding is. Is it identity? A consumer’s experience? Kids from b-schools are equating it with advertising! Or is it the classic Ogilvy definition: a promise to purchasers of consistent behavior, experience and benefit?
  • And how did we get to this sorry state? Simple. Any corporate activity that does not support a quarterly goal is pushed aside for the quarter. Which means from now until a branding “crisis” hits.
  • This includes messaging, positioning, integration of strategic goals into an offering’s DNA. It’s not unlike the classic cocktail party metaphor. When you go to a party, you choose your dress, hairstyle, brush your teeth. You may affect a manner, try to be entertaining. You may wear a lampshade on your head. You may be a wallflower. But you decide these things before leaving the “house.”
  • Now, you can do all that work and be the best, most interesting person you can be. But as in real life, your market will react to your stated brand attributes. Only THIS time, that gossip is LOUD. It is not controllable. At best, you can coach or steer it.
  • Our brand, including you. You craft and present your brand but consumers can make a huge impact on market perception. Despite this sounding dire, it’s actually an incredible opportunity for marketers.
  • Comcast now has a staff of 10 handling customer service over Twitter. Response times are considerably quicker than through the call center, and they have been awarded by Forrester Mktg as an example of a customer-focused innovator.
  • Your Brand? OUR Brand. (IIMA version)

    1. 1. Your brand? OUR BRAND. Branding in the Era of the Empowered Consumer Eric Weaver | Tribal DDB 10/21/09
    2. 2. Tonight ◼  Definitions and realities ◼  Four cultural changes that have turned the world upside-down ◼  Trust and its impact on revenue ◼  Rethinking the brand in terms of trust ◼  Social media branding makeovers ◼  Final thoughts/Q&A 2
    3. 3. Definitions and realities less than a minute ago - Comment - Like 3
    4. 4. Branding: a dog’s breakfast? Disparate definitions: is it identity? Experience? Advertising? Gut feeling? A promise? October 21 at 6:31pm - Comment - Like - See Wall-to-Wall 4
    5. 5. Slight prob: suggesting any expense of time/ money that does not support a quarterly earnings goal is often political suicide. October 21 at 6:32pm - Comment - Like - See Wall-to-Wall 5
    6. 6. My def’n: the process of crafting a UVP and platform for reception (& now interaction) w/one’s market. Have to go to mkt with something. October 21 at 6:33pm - Comment - Like - See Wall-to-Wall 6
    7. 7. Old-school control of brand, msg is a bit like controlling gossip. You may “steer” it but really, that’s about it. O.M.G. Did u see that tagline? October 21 at 6:34pm - Comment - Like - See Wall-to-Wall 7
    8. 8. Why? BOOMERS = propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trust. 2:57 PM Oct 21 from PowerPoint GENS X&Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust. 2:57PM Oct 21 from PowerPoint 8
    9. 9. In fact, 66% of customer touchpoints are now CUSTOMER GENERATED 6:35 PM Oct 21 from PowerPoint (McKinsey Quarterly, June 2009)
    10. 10. And it’s not only consumers who are creating touchpoints. 6:39 PM Oct 21 from PowerPoint
    11. 11. THE REALITY: your brand is now our brand. Branding must consider social implications. 6:40 PM Oct 21 from PowerPoint
    12. 12. Let’s look at the business of promoting a brand. less than a minute ago - Comment - Like 12
    13. 13. Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/ repetition. Unchanged in 150 yrs. 6:41 PM Oct 21 from PowerPoint 13
    14. 14. Our customers, however, have changed. Maybe a lot, LOLZ. 6:42PM Oct 21from TwitterBerry 14
    15. 15. Commercialism starting to smell like self-interest. Consumers flee to social netwks where they could connect w/like minds, pitch-free. 6:45 PM Oct 21 from PowerPoint
    16. 16. For marketers, social netwks looked like a smorgasbord of opportune audiences. OOH YUMMEH! 6:47 PM Oct 21 from PowerPoint 16
    17. 17. What’d we get? Same ol’ same ol’. “Look over here! A chance to WIN!” #yawn October 21 at 6:48pm - Comment - Like - See Wall-to-Wall 17
    18. 18. Traditional ads in social netwks are like #amway salesmen showing up at a cocktail party. Not the right context, kids. #fail 6:51 PM Oct 21 from PowerPoint 18
    19. 19. The waning Outbound Voice: RT @TNSMedia Intelligence US ad spend plunges 14.2%; only online posts growth. 6:52 PM Oct 21 from PowerPoint 19
    20. 20. Four major cultural changes are killing the outbound model and amplifying dialogue. less than a minute ago - Comment - Like 20
    21. 21. CHANGE #1: trust has fallen off a cliff. (RT @edelman) 6:55 PM Oct 21 from Edelman Trust Barometer 21
    22. 22. RT @edelman: “banks, automotives, media and insurance hit hardest in US.” Wonder abt schools, cops, doctors (societal pillars) 6:56 PM Oct 21 from from Edelman Trust Barometer 22
    23. 23. CHANGE #2: time starvation, micro-niche interests, endlessly-customizable media options, expecting free information 6:59 PM Oct 21 from PowerPoint 23
    24. 24. #SEARCH: people, products, info, media I care abt; #EXPRESSION via blogs, opinion sites, ratings; #SHARING what we like, or hate About a minute ago - Comment - Like Generally, consumers don’t need advertising, marketing or PR (#TimeToRethink) 7:00 PM Oct 21 from PowerPoint 24
    25. 25. BLOGGERS CUSTOMERS TRADE ORGS CHANGE #3: the new cacophony. EMPLOYEES 7:02 PM Oct 21 from culture INVESTORS MEDIA ANALYSTS MARKETERS GOVERNMENT 25
    26. 26. CHANGE #4: people turn to PEERS when risk is high, more choices to review, less time for research. #remarkable 7:04 PM Oct 21 from PowerPoint 26
    27. 27. Most credible ppl giving me company/product info? 47% believe in PEERS. 13% trust marketers. #wakeupcall #outboundvoice 7:05 PM Oct 21 from 2009 Edelman Trust Barometer 27
    28. 28. Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63% 25-34 share trust/distrust on the web. 7:06 PM Oct 21 from 2008 Edelman Trust Barometer 28
    29. 29. Trust drives preference: 91% choose to buy from companies they trust, 77% refuse the distrusted. Bottom line: TRUST DRIVES TRANSACTIONS. 7:07 PM Oct 21 from 2009 Edelman Trust Barometer 29
    30. 30. (Source: Agent Wildfire) 30
    31. 31. Rethinking the brand in terms of trust less than a minute ago - Comment - Like 31
    32. 32. Growing revenue not abt clever, elegant, loud. Not abt tools! Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT PPL TRUSTING YOU. 7:08 PM Oct 21 from PowerPoint 32
    33. 33. CONSUMERS WANT PROOF OF INTENT: “How much more would u trust a company for taking these actions?” 7:10 PM Oct 21 from Edelman Trust Barometer 33
    34. 34. So build a trust strategy. Where are u trusted? distrusted? Reexamine brand attribs, think thru proof points and executional steps. less than a minute ago - Comment - Like 34
    35. 35. DON’T KILL TRUST W/INTRUSION: Don’t interrupt search. Be found/referred. Don’t talk abt ur value, demonstrate it. 7:12 PM Oct 21 from PowerPoint BUILD PROOF POINTS. Demonstrate u know ur stuff, a vision for sector/mkt, that others took a chance & benefitted, that ur ethical, easy, trustworthy. 7:12 PM Oct 21 from PowerPoint EMPOWER OTHERS TO SPREAD THEIR TRUST IN YOU. Give customers a voice. Amplify their words. Make value sharing effortless. 7:13 PM Oct 21 from PowerPoint 35
    36. 36. Look for and target ur organization’s trust soft-spots. Rebuild trust there w/proof pts. Be real. Take fodder from conspiracy theorists. 7:14 PM Oct 21 from PowerPoint 36
    37. 37. Soft-spots in trust: would you still hire someone after this? 7:16 PM Oct 21 from PowerPoint
    38. 38. Social branding makeovers less than a minute ago - Comment - Like 38
    39. 39. BEFORE: Starbucks was slow to adopt SocMed. This was what people found. 7:17 PM Oct 21 from PowerPoint
    40. 40. AFTER: Proof of interest in listening to consumers. 75k ideas in 6 mos. 7:18 PM Oct 21 from PowerPoint
    41. 41. AFTER: Starbucks demonstrates commitment through partners 7:19 PM Oct 21 from PowerPoint
    42. 42. BEFORE: consumer- generated brand hate. Remember, search loves conversation and extends across time. 7:20 PM Oct 21 from PowerPoint
    43. 43. AFTER: customer service superstars 7:22 PM Oct 21 from PowerPoint
    44. 44. BEFORE: quiet branding, low relevance to new customer base. 7:23 PM Oct 21 from PowerPoint
    45. 45. AFTER: trust generated, $4 million happened. 7:24 PM Oct 21 from PowerPoint 45
    46. 46. OTHERS: leveraging social causes to focus conversation (and brand) on giving back. 7:25 PM Oct 21 from PowerPoint
    47. 47. Final thoughts less than a minute ago - Comment - Like 47
    48. 48. Social media is so NOT a fad. Google gave us search. SocMed gave us sharing, connecting. Consumers will not give up this ability. 7:26 PM Oct 21 from PowerPoint Social Media reflects that we are time-starved creatures trying to get our day back, rather than being shallow. Sharing = finding lk minds. 7:26 PM Oct 21 from PowerPoint One more thing for marketers to do: more like engaging ur market where they prefer to be. How’d that last trade show budget work out? 7:27 PM Oct 21 from PowerPoint 48
    49. 49. RECAP: Rethink your entire brand and mktg approach from a prospective of trust and with a wider lens. 7:28 PM Oct 21 from PowerPoint Build trust by being found, demonstrating your knowledge, your vision and offering proof of trustworthiness. #linkedin 7:28 PM Oct 21 from PowerPoint Finally, use social marketing to leverage the EXISTING TRUST already established between peers, rather than buying new trust. 7:29 PM Oct 21 from PowerPoint 49
    50. 50. THANK YOU! AND QUESTIONS. me: twitter.com/weave company: tribalddb.ca slides: slideshare.net/weave
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