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Your Brand? OUR Brand. (IIMA version)
The document discusses the evolution of branding in response to empowered consumers, highlighting the shift from traditional marketing to trust-based strategies. It emphasizes the importance of authenticity and consumer-generated touchpoints, which significantly impact brand perception and revenue. The speaker suggests that brands should rethink their marketing approaches by fostering trust and engaging consumers through social media, rather than relying on intrusive advertising methods.
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Similar to Your Brand? OUR Brand. (IIMA version)
Your Brand? OUR Brand. (IIMA version)
- 1. Your brand? OURBRAND. Branding in the Era of the Empowered Consumer Eric Weaver | Tribal DDB 10/21/09
- 2. Tonight ◼ Definitions andrealities ◼ 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. Definitions and realities lessthan a minute ago - Comment - Like 3
- 4. Branding: a dog’sbreakfast? Disparate definitions: is it identity? Experience? Advertising? Gut feeling? A promise? October 21 at 6:31pm - Comment - Like - See Wall-to-Wall 4
- 5. Slight prob: suggestingany 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. My def’n: theprocess 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. Old-school control ofbrand, 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. 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. In fact, 66% ofcustomer touchpoints are now CUSTOMER GENERATED 6:35 PM Oct 21 from PowerPoint (McKinsey Quarterly, June 2009)
- 10. And it’s not only consumers whoare creating touchpoints. 6:39 PM Oct 21 from PowerPoint
- 11. THE REALITY: yourbrand is now our brand. Branding must consider social implications. 6:40 PM Oct 21 from PowerPoint
- 12. Let’s look atthe business of promoting a brand. less than a minute ago - Comment - Like 12
- 13. Outbound mktg isa $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. Our customers, however,have changed. Maybe a lot, LOLZ. 6:42PM Oct 21from TwitterBerry 14
- 15. Commercialism starting tosmell 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. For marketers, socialnetwks looked like a smorgasbord of opportune audiences. OOH YUMMEH! 6:47 PM Oct 21 from PowerPoint 16
- 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. Traditional ads in socialnetwks 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. 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. Four major culturalchanges are killing the outbound model and amplifying dialogue. less than a minute ago - Comment - Like 20
- 21. CHANGE #1: trusthas fallen off a cliff. (RT @edelman) 6:55 PM Oct 21 from Edelman Trust Barometer 21
- 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. CHANGE #2: timestarvation, micro-niche interests, endlessly-customizable media options, expecting free information 6:59 PM Oct 21 from PowerPoint 23
- 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. BLOGGERS CUSTOMERS TRADE ORGS CHANGE #3: the new cacophony. EMPLOYEES 7:02 PM Oct 21 from culture INVESTORS MEDIA ANALYSTS MARKETERS GOVERNMENT 25
- 26. CHANGE #4: peopleturn to PEERS when risk is high, more choices to review, less time for research. #remarkable 7:04 PM Oct 21 from PowerPoint 26
- 27. Most credible pplgiving 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. Trust isn’t justinfluential, 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. 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.
- 31. Rethinking the brandin terms of trust less than a minute ago - Comment - Like 31
- 32. Growing revenue notabt 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. CONSUMERS WANT PROOFOF INTENT: “How much more would u trust a company for taking these actions?” 7:10 PM Oct 21 from Edelman Trust Barometer 33
- 34. So build atrust 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. DON’T KILL TRUSTW/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. Look for andtarget 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. Soft-spots in trust: would youstill hire someone after this? 7:16 PM Oct 21 from PowerPoint
- 38. Social branding makeovers lessthan a minute ago - Comment - Like 38
- 39. BEFORE: Starbucks was slow to adopt SocMed.This was what people found. 7:17 PM Oct 21 from PowerPoint
- 40. AFTER: Proof of interestin listening to consumers. 75k ideas in 6 mos. 7:18 PM Oct 21 from PowerPoint
- 41. AFTER: Starbucks demonstrates commitment through partners 7:19 PM Oct21 from PowerPoint
- 42. BEFORE: consumer- generated brand hate. Remember, search loves conversation andextends across time. 7:20 PM Oct 21 from PowerPoint
- 43. AFTER: customer service superstars 7:22 PM Oct21 from PowerPoint
- 44. BEFORE: quiet branding, low relevance to new customer base. 7:23PM Oct 21 from PowerPoint
- 45. AFTER: trust generated, $4 million happened. 7:24PM Oct 21 from PowerPoint 45
- 46. OTHERS: leveraging socialcauses to focus conversation (and brand) on giving back. 7:25 PM Oct 21 from PowerPoint
- 47. Final thoughts less thana minute ago - Comment - Like 47
- 48. Social media isso 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. RECAP: Rethink yourentire 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. THANK YOU! AND QUESTIONS. me:twitter.com/weave company: tribalddb.ca slides: slideshare.net/weave
Editor's Notes
- #5 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?
- #6 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.
- #7 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.”
- #8 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.
- #12 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.
- #44 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.