10 things brands can learn from ET
by james hogwood on Apr 30, 2009
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A quick look at how ET's conduct exemplifies the way most brands should behave.
A quick look at how ET's conduct exemplifies the way most brands should behave.
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Luis Miranda
Slide 2
Whatever you do, however you go about it, wherever you do it, make sure it’s true to the idea that you want to define your brand. ET calls his friends using a Speak&Spell toy. He can make your BMX take flight. He's all about the idea that anything is possible.
Slide 3
If you help people do something or say something about themselves, it’s more likely that you’ll mean something to them. ET has a glow-in-the-dark finger and heals plants and flowers. Useful, eh?
Slide 4
If you’re useful or interesting, you’re sure to find some people who care about you. They aren’t just your employees or your customers or your audience. They are your community too. So don’t take them for granted or mess them around, because you depend on them. Treat them well.
Slide 5
Remember, not everyone will love you, so their trust is very important. Get to know them and what matters in their lives. Perhaps drop your guard and show them your love of M&Ms and your hyper-extending neck. Because, as long as it doesn’t get in the way of being useful, it’s interesting.
Slide 6
Assuming you’ve got all that right, you can experiment with different products and services. Just make sure each one connects people back to your defining idea somehow. For many people, just one or two things will be enough. But some will want every frickin’ thing. So always make them good. Make them with love.
Slide 7
But here’s a couple of cautionary notes. Treat your brand with love and care. Protect it, because you never know what might happen.
Slide 8
Also, if social media is right for you, and depending on the kind of brand you are, you may be saying things for a long time before you get talking to people properly. But that’s OK. Sometimes you just have to show you’re in it for the right reasons. And remember, the real return on investment is in the conversation itself.
Slide 9
Sometimes, when the it really matters, you really have to show people what you’re all about. Show them you haven’t forgotten the idea at the heart of everything you do. Because then roadblocks mean nothing.
Slide 10
But when you’re looking at the data, whether things are going well or badly, don’t over-estimate the role you play in your audience’s lives. It’s just what they’ve bought, clicked or said in answer to a research question. They are still in control. They will love you more for acknowledging that.
Slide 11
So: as long as you know what you’re all about; are useful; treat the people closest to you with respect; enter into conversation with them; and make sure everything lives up to your promise, with a bit of luck and a lot of hard work, everything should be great. 3 years ago Reply