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Branding in a Digital Age - Marshall Kingston

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Sales and Marketing Summit (Tech Connect Live) - RDS Dublin 2016 - Mainstage Presentation:
In this presentation we examine the pitfalls of digital
marketing and how it’s easy to forget that essentially
marketing communication is about how people interact
with products emotionally. In the race to tick a list of
required channels and create ‘sharable content’, many
brands are still forgetting that the principles of branding
still apply

Published in: Marketing
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Branding in a Digital Age - Marshall Kingston

  1. 1. Marshall Kingston Presentation © Branding in A Digital Age In this presentation we examine the pitfalls of digital marketing and how it’s easy to forget that essentially marketing communication is about how people interact with products emotionally. In the race to tick a list of required channels and create ‘sharable content’, many brands are still forgetting that the principles of branding still apply @kingstograms in/marshallkingston Marsh.Kingston@gmail.com Presentation By Marshall Kingston
  2. 2. Marshall Kingston Presentation © TIMELINE 1990 First commercial dial up connection 1984 Internet was founded 2016 NOW 1993 First web browser 1999 First mobile internet 1998 Google established 2004 Facebook Launched 2013 First 4G mobile Slide Notes: • A brief timeline of the origins of the internet until now. (roughly 30 years). • The past 30 years the internet has upended how consumers engage with brands. What was only imaginable became feasible. Suddenly brands could talk to consumers directly, small consumer segments could be targeting and we could measure response with incredible accuracy. • This new type of engagement changed the very economics of marketing, making many functions and traditional marketing strategies completely redundant.
  3. 3. Marshall Kingston Presentation © HOLY GRAIL Slide Notes: • It appears that digital marketing was and is a holy grail. Something that has not only changed marketing forever but also our lives. • Media buying and share of voice has become significantly more democratised. • Brands are able to engage consumers with more intimate and powerful ways then ever be
  4. 4. Marshall Kingston Presentation © TIMELINE 1990 First commercial dial up connection 1984 Internet was founded 2016 NOW 1993 First web browser 1999 First mobile internet 1998 Google established 2004 Facebook Launched 2013 First 4G mobile Slide Notes: • Every year Intrabrand release a list of the 100 top most valuable brands in the world. How many brands would you think are in the top 100 from this time line….. Just 6. • Over the past 30 years we have revelled in the changing landscape of marketing but there appears there is a disparity, a chasm between the new age of digital and creating great brands….
  5. 5. Marshall Kingston Presentation © CHANGE IS NEITHER GOOD NOR BAD, IT SIMPLY IS Don Draper QUOTE Slide Notes: • So while many would like to leave the marketing age of Don draper and in 1950’s, I believe that in reality, despite all of this changes we have gone through over the past 30 years,…. marketing and people are essentially the same. • We are creatures creatures of habit, emotions and values.
  6. 6. Marshall Kingston Presentation © MAKE AMERICA GREAT AGAIN #NEVERTRUMP Slide Notes: • I'm hoping to show you through somewhat of an unlikely example, Donald Trump has shown this to be true. • He has been able to create a presidential campaign that has won the hearts of millions of republicans and changed the very premise of a presidential campaign, not based on merit, or polices but based on marketing. • He does this in so many ways, but I going to give you 3 important elements that he uses:
  7. 7. Marshall Kingston Presentation © Slide Notes: • Firstly Simplicity…. • Donald Trump does not try to convince people through elaborate arguments, and details. He leaves an impact by keeping his message simple and understandable.
  8. 8. Marshall Kingston Presentation © word incompetent. Now I just call them Donald Trump QUOTE Slide Notes: • If you think that’s his natural vocabulary you’re wrong, Trump uses repetition, short sentences, he repeats himself constantly ad uses the most basic form of a word instead of nuances. • Our tendency is to think that consumers are becoming more verse, well read and want the cold hard facts. But simplicity is actually more memorable, more comprehendible and more compelling to the decision processing part of our brain.
  9. 9. Marshall Kingston Presentation © VERY NOISY WORLD, AND WERE NOT GOING TO GET A CHANCE FOR PEOPLE TO REMEMBER MUCH ABOUT US, NO COMPANY IS. Steve Jobs QUOTE Slide Notes: • This has not changed, in fact its got worse - there are more brands vying for our attention, through more channels and touch points. • In a recent survey of 7000 consumers by Harvard they looked at the decision making path to purchase. 60% of respondents made little to no diligence in their decision making process with 30% going straight for one brand without consideration. • See: https://hbr.org/2012/05/ what-do-consumer- really-want-s
  10. 10. Marshall Kingston Presentation © MYTH 1 Slide Notes: • And here inlys myth number one. Consumers aren’t getting more complicated and savvy as they have more access to information and brands. • We have what is called cognitive overload…. cognitive overload is why adults have trends like adult colour books. • We are overloaded by choice and information. Brands relentless efforts to engage us with complicated messages and information means that all we want is to make life easier, make decisions easier and anchor to the simplest information available.
  11. 11. Marshall Kingston Presentation © EMOTION “What can be simpler or more accurately stated? The Mexican Government is forcing their most unwanted people into the United States. They are, in many cases, criminals, drug dealers, rapists, etc.” Donald Trump Slide Notes: • Donald Trump never responds to a factual question with a rational argument. No, he rationalises his views with antidotes and stories. When someone ask about how he's going to build a wall, he responds with what he has seen at the Mexican boarded, • He uses fear, he uses straight, but most of all he communicates hope…. “make America great again”…. hope of something greater to come. • Although lots of brands are trusted or liked many fail to align themselves with emotions that drive consumer behaviour, especially online.
  12. 12. Marshall Kingston Presentation © Slide Notes: • Nike don’t sell shoes they sell self empowerment, one of our deepest and powerful emotional beliefs.
  13. 13. Marshall Kingston Presentation © WHY: Inspire everyone to be great athletes HOW: Create products that make people feel motivated WHAT: Sells products that are trendy, stylish, affordable and performance enhancing Our why : Inspire Greatness Slide Notes: • This is a why, how, what wheel, this is like the basics of brand development. But what so many people get wrong is that they just fill in each part… coming up with a what and a how and a why. • Donald trump created a why…. A reason for believing, he aligned his whole campaign consumers emotional and the how ad the what fell out of that. • In the same way Nike did the same. They created a why and the how and the what fell out of that.
  14. 14. Marshall Kingston Presentation © Slide Notes: • If Nike had started with the how or the what, they may have come up with content like this…
  15. 15. Marshall Kingston Presentation © Slide Notes: • But they produce content like this…. • If you cant figure out the why of your brand its unlikely consumers will.
  16. 16. Marshall Kingston Presentation © MYTH 2 Slide Notes: • Myth number 2. • Interaction does not equal engagement. So much of the time we create content that leads to lots of interaction but so much of the time we are never building an emotional engagement with that person. • In a study by Harvard, they measured the emotional engagement of consumers with 40 of the worlds top brands and Facebook came out bottom of that list. • You can be ubiquitous, you can be famous, you can be liked, you can be shared but that doesn’t mean you have emotionally engaged with your consumers. • See: https://hbr.org/2015/11/the- new-science-of-customer- emotions
  17. 17. Marshall Kingston Presentation © BRAND CONFIDENCE “We will have so much winning if I get elected that you may get bored with winning.” Donald Trump Slide Notes: • When Trump says he is going to build a wall and Mexico and he is going to pay for it, he says it with such conviction that it seems plausible. • Although confidence is rarely talked about when it comes to marketing, it is one of the most attractive attributes a brand can have. • When someone is confident it makes us believe that there is an underlying foundation for that confidence. • Confidence is insatiable to human nature. We always want to be on the winning team.
  18. 18. Marshall Kingston Presentation © Slide Notes: • Confidence is what allows brands like tommy hilfger to make a billboard like this.
  19. 19. Marshall Kingston Presentation © UNAPOLOGETICALLY Jony Ive’s QUOTE Slide Notes: • Or allows Apple to say this in their keynote speech for IPhone 5c
  20. 20. Marshall Kingston Presentation © Slide Notes: • Or brands like Patagonia to create ads like this about its own jackets.
  21. 21. Marshall Kingston Presentation © MYTH 3 Slide Notes: • Myth No.3 • We believe that digital marketing has created a democratised version of branding - that brands are no longer controlled by brand owners, they are shared with consumer who interact with them, talk about them and have an opinion on them.
  22. 22. Marshall Kingston Presentation © "ACCORDING TO ME" IS THE ONLY "ACCORDING TO" THAT MATTERS. Harvey Spector QUOTE Slide Notes: • For example, If we as an individual were wavering in our behaviour, habits or values because of what other people though about us we would probably be seen as week, fake or shallow. • So although consumers have perceptions of your brand and have the ability to change your popular image, It should never change your underlying believes, values or personality. • If you let others shape your brand personality you will eventually become bland. • Donald trump does not set out to please everyone.
  23. 23. Marshall Kingston Presentation © MAKE BRANDS GREAT AGAIN Slide Notes: • Donald trump has not ran a great digital campaign, but what he has done is tapped Into something deeper. • Digital Marketing is a a leap forward but we must be careful not to get caught in the allure of direct response results and immediate return on investment measures • Value consumers values and your brand will create better content, more engagement and better loyalty. Build better brand equity and you will build a brand for the Future.

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