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.
One thing will neverchange: We mustbuild strong brands.
Products become brands bycreating empatheticrelationships with customers.Brands become enduring,proﬁtable assets when theydeliver relevant differentiation.
The way in which we formpersonal relationshipsmirrors how we form brandrelationships.
We tend to have ourdeepest and most lastingrelationships with peoplewho share our values; ourbeliefs; our sense ofhumor; our sense of style.
Brand empathy occurswhen customers projectthemselves onto the brand.Deﬁne a brands source ofempathy and youll ﬁnd itsessential truth.
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”
To go through everyday and ﬁndinspiration fromeverything you see–never stop learning."
Go online at home –see Ciroc pre-roll video.Visit Facebook –see Target promotion.Attend presentation on a newcocktail appSee trend research onMillennial Men.Watch Modern Family –get product placement idea.Read article in Maxim onnew cocktail trends.Go out to bar with friends –observe what people order.Read Wired article on theeffectiveness of mobile gaming.Visit Pinterest –Notice boards on new styles.Read blog postabout vodka taste tests.24/7 inspiration"If you worked on SKYY Vodka
To help corporationsunderstand why theyexist in thecustomer’s world–their true north."
To be in a professionthat values theMillennial Generationand needs yourtalents."
This removes the pressure that you’reexpecting a job – more likely to get theappointment.!This ﬂatters the person you’re contacting– you’re soliciting their counsel.!Ask for an“informationalinterview.”"
Aspiring creatives – convey a uniquestyle of writing or design…don’t imitate.!Aspiring media planners – have a point ofview on media convergence – e.g.,second screen viewing.!Aspiring account managers – show thatyou’re following macro business trends.!Aspiring strategic planners – have a pointof view on a speciﬁc cultural trend.!Have a point ofdifference."
Know one or two famous case studies.!Cite current campaigns you admire.!Show that you’ve read a book or two onbrand marketing, consumer psychology,anthropology, etc.!Know moreabout brandsthan anyone."
Connect your hobbies and passions tomy client list.!Show you can help us better understandsocial media from a heavy userstandpoint.!Tell me how that summer job in a grocerystore helped you observe how peopleshop.!Tell me how our agency’s missionconnects deeply with your values.!Help me imaginehow you’ll addvalue. "
Write a blog about something you’repassionate about – show that you have apoint of view.!Open a second twitter account that dealsonly with advertising and marketingissues.!Have a Pinterest board that postsdesigns, ads, websites, etc that youadmire.!Show me thatyou’re alreadyplugged in."
Write well. Be interesting. Be brief.!Design well. Show that you appreciateaesthetics.!Speak well. Be conﬁdent. Make eyecontact. (Remember that I need youmore than you need me.)!Demonstrate how your English literature,psychology, anthropology and art historyclasses have prepared you.!Show that youbelong incommunications."
Know something about my agency.!Know something about me – maybesomething we have in common.!Know something about one or two of ourclients.!Show that you doyour homework."