Marketing’s New Normal - updated version.


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This is an updated version of a lecture I gave at Chapman University's Internet Communications program in December 2012.

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Marketing’s New Normal - updated version.

  1. 1. Welcome to marketing’snew normalDavid MurphyFounder & Serial Thought Provokerwikibranding
  2. 2. Marketing’s newnormal breakswith the past.
  3. 3. Communications today areconsumed differently. The way in which we buildbrands must evolve as well.
  4. 4. Developed before hyper-competition. Ignores thewonderfully irrational nature ofhuman beings, aka consumers.Developed in a mass media age.Ignores the nonlinear nature of mediaconsumption.Empathic branding is modeled on the way in which people form personalrelationships – empathy, experiences, endorsement and energy. The 4Ps AIDAThe “4Es”
  5. 5. Marketing’s newnormal liberates usfrom antiquatedvocabulary.
  6. 6. It rejects tireddistinctions like“traditional vs. nontraditionalmarketing.”
  7. 7. There is only traditionalthinking.(And this is punishable byirrelevance.)
  8. 8. It views labels suchas “new media” asold ideas.
  9. 9. If you want to makeanyone under 40 laugh,refer to the web as “newmedia.”Ditto for mobile.
  10. 10. It refuses to allow“online and offline” tolive in silos.
  11. 11. In an era of QR codes andsecond screen viewing, isanything really offline?
  12. 12. It doesn’t use “brandadvertising” to meanTV and print.
  13. 13. The internet is the mostpowerful brand buildingtool ever. Storytelling.Experiences. Sight,sound, motion. Peerendorsement.
  14. 14. It fully recognizes thestrategic value of TV,print and outdoor.
  15. 15. Good luck reaching B2B execswith a viral video, or my momthrough Twitter. Let me know howefficient your street teams are inreaching millions of guys relativeto a spot on an NFL game.   
  16. 16. The new modelembraces media as asource of creativity.
  17. 17. How and where a brandshows up can be asimportant as what it says.
  18. 18. It relishes metrics,both hard and soft.
  19. 19. Ignore store traffic and nobody will careabout the awareness gain. Click-through rates at the expense ofemotional relevance and differentiation willnot matter as the brand degrades tocommodity status. True marketing professionals balance theseseemingly conflicting goals.
  20. 20. One thing will neverchange: We mustbuild strong brands.
  21. 21. Products become brands bycreating empatheticrelationships with customers.Brands become enduring,profitable assets when theydeliver relevant differentiation.
  22. 22. Relevance = volumeDifferentiation = margin
  23. 23. What’s true in lifeis true inmarketing.
  24. 24. The way in which we formpersonal relationshipsmirrors how we form brandrelationships.
  25. 25. EmpathyEndorsementEnergyExperiences
  26. 26. Experiences form beliefsUnique interactionsMedia contextBrand associationsMomentum conveys leadershipEventsNew servicesAlliances and contentMedia channelsEmpathic MarketingEmpathy drives personal relevanceShared point of viewShared valuesEngage via passion points Empathy! Experiences  Energy!Perceptions BehaviorsPeer review deepens commitmentSocial mediaWOMPREndorsement  
  27. 27. Empathy! Experiences  Energy! Endorsement  Brand saliency:RelevanceDifferentiationEsteem / qualityFamiliarity / intimacyQuality of the engagement:Total & unique visitsBounce RateAvg. pages per visitAvg. time spent per visitConversion ratesAvg. sale-per-conversioneMail open ratesMobile CTA ratesBrand advocacy:Net Promoter ScoreSentiment analysisTotal FB Likes & SharesTotal YT SharesTotal YT Likes-dislikes ratioTotal Twitter re-tweetsTotal Share This clicks (website content)Consumer product ratingsBrand momentum:InnovativeSuccessfulLeadershipNatural searchSales (volume & share)MetricsPerceptions Behaviors
  28. 28. Empathy
  29. 29. Brand empathy occurswhen customers projectthemselves onto the brand.Define a brands source ofempathy and youll find itsessential truth.  
  30. 30. We tend to have ourdeepest and most lastingrelationships with peoplewho share our values; ourbeliefs; our sense ofhumor; our sense of style.
  31. 31. Empathy isn’t squishy. It’s ahard metric in nearly all brandequity research – e.g.,personal relevance, affinity,trust, a brand for me,understands my company’sneeds.
  32. 32. Great brands tell greatstories. Stories help usconnect. They conveymeaning. In a fast movingworld, meaning trumpsinformation.
  33. 33. Elements of a great storyArchetype!TheJourney!Conflict!The universal charactersthat form our collectiveunconscious. The hero,temptress, ruler, et al createdeeper connections withconsumers.The most compellingprotagonists are on a questtoward something inspiring.Great brands project a senseof purpose – a true north thatguides their values andbehavior.Great stories hinge on aclearly defined antagonist.Great brands are clear onwhat they oppose in orderto be crystal clear aboutwhat they believe.
  34. 34. Archetypes are the universalpersonalities spanning ancientmythologies through today.Our psychological hardwiring. Components of the collectiveunconscious that informperceptions and behavior.
  35. 35. Outlaw
  36. 36. Hero
  37. 37. Explorer
  38. 38. Everyman
  39. 39. Magician
  40. 40. Temptress
  41. 41. Ruler
  42. 42. Creator
  43. 43. Sage
  44. 44. Jester
  45. 45. Innocent
  46. 46. Archetypes are central tostorytellingLover HeroSageMagicianOutlawInnocent and JesterEvil
  47. 47. The hero’s journeyDrawn from analysis of mythology across culturesand time:“A hero ventures forth from the commonworld…confronts obstacles and adversaries…wins a decisive victory…and returns with the power to help his fellowman.”
  48. 48. The hero’s journey:HollywoodAn innocent young princeattempts to run away from his troubles only to discoverthe redeeming power of friendshipand truth.
  49. 49. The hero’s journey:PoliticsA man rises above racial barriers to inspire anation to defy the divisiveness of red statesand blue states and reclaim the promise ofthe United States.
  50. 50. The hero’s journey:BrandsAn authority-defying rebel uniting a community in acrusade against fear.An advocate of women’s self-esteem battling against thefalsehood of media-definedbeauty.A free thinker liberating creativityfrom a world of beige conformity.
  51. 51. Conflict is essential to storytelling. Every heros journey involves overcomingchallenges – dragons, tyrants or marketplacecompetitors.The most passionate causes tend to beignited by the collision of a noble ideal thatinspires and a status quo that must bevanquished. 
  52. 52. Experiences
  53. 53. Like people, brandsare judged by whatthey do, not just bywhat they say.
  54. 54. Experiences transformperceptions into deeplyheld beliefs.
  55. 55. Every interaction defines thebrand, e.g., the packaging,how the phone is answered;customer service; the onlineexperience; events; the tradeshow booth; mobile gaming.
  56. 56. This is not a soft measure.  The 2011 Brand Keys Customer LoyaltyEngagement Index shows thatcustomers increasingly define valuethrough the total brand experience, andthat experiences have a strong impacton customer decision-making.
  57. 57. Endorsement
  58. 58. If brands are built onempatheticrelationships, thenthat relationship isnow a ménage á trois.  
  59. 59. In a socially wired world, brandsare not solely defined by therelationship between thecustomer and the product. It’sabout the relationship sharedamong all the customers of theproduct.
  60. 60. Advocacy isn’t just an conquesting strategy –it’s also a loyalty strategy.When a customer advocates a brand, theydeepen their commitment to the brand byputting their name and reputation on the line.
  61. 61. Energy
  62. 62. Energy is a powerfulforce.  It casts an aura ofinfectious momentum thatis often measured inbrand research assuccess, innovation,leadership or popularity.
  63. 63. Maintaining energy requires that we thinkthrough what happens in themonths after a launch.It’s the absence of energy that causesotherwise loyal customers to get bored;to flirt with other brands; to spice uptheir life by trying something new andinteresting.
  64. 64. The Empathic BrandingFramework
  65. 65. Experiences form beliefsUnique interactionsMedia contextBrand associationsMomentum conveys leadershipEventsNew servicesAlliances and contentMedia channelsEmpathic BrandingEmpathy drives personal relevanceShared point of viewShared valuesEngage via passion points Empathy! Experiences  Energy!Perceptions BehaviorsPeer review deepens commitmentSocial mediaWOMPREndorsement  
  66. 66. Empathic Branding FrameworkEmpathy! Energy! Experiences! Endorsement!KPIs! KPIs! KPIs! KPIs!Cultural Context!Perception! Behavior!
  67. 67. Perceptual  analysis  RelevanceDifferentiationWorth (quality / value)FamiliarityBrand valuesCustomer valuesInnovationNew / surprisingGaining in popularityExcitingSales (volume & share)Sources:Tracking studyA&U studySales reportsEMPATHY! ENERGY!
  68. 68. Behavioral  analysis  Shopping behaviorsStore trafficWeb trafficeMail open ratesCTR / VTRAdvtg awareness / recallSentiment analysisPR analytics SM likes / followersSources:Web analyticsOLA analyticseMail analyticsTracking studyEXPERIENCES! ENDORSEMENT!
  69. 69. Cultural  context  analysis  Societal  trendsCohortvaluesMedia&technologyFashion&designEconomicissues
  70. 70. Cultural  Connec8on  Mapping  Collective Counter InfluentialContextualEMBRACESEEDACKNOWLEDGELEARN
  71. 71. Empathy  Mapping  Strong brand equityWeak brand equityStrongcustomer valueWeakcustomer valueFOCUSFIXREFRAMEMONITOR
  72. 72. Experience  Mapping  More effectiveLess effectiveDirect impacton goals*Indirect impacton goals*INCREASE INVESTMENTINNOVATE AND TESTMAINTAIN INVESTMENTDECREASE INVESTMENT*Goals = Image / Engagement / Sales
  73. 73. Key  insights  form  the  E4  Plan  FOCUSFIXREFRAMEMONITORINCREASEINVESTMENTINNOVATE& TESTMAINTAININVESTMENTDECREASEINVESTMENTEMBRACESEEDACKNOWLEDGELEARNEmpathy   Energy   Experiences   Endorsement  KPIs   KPIs   KPIs   KPIs  Cultural  Context  Percep8on   Behavior  
  74. 74. Defining Cultural Context!What the brand owns:! What the brand needs:!Brand Equity!Brand Empathy!What the brand believes:! What the customer values:!Image:! Engagement:!Key Marketing Metrics!Sales:!Brand proposition:!Brand Experiences!Archetypal Voice:! Interactions: !!Iconography:! Channels:!Empathic  Branding  Brief  
  75. 75.  >  Me  
  76. 76. Thank  you.