It takes a smart strategy to balance the rational and emotional management of the brand-to-consumer relationship.
All the marketing news is about the changes in technology. New forms of advertising, new forms of distribution and artificial intelligence. And, not enough marketers are talking about the biggest change–that being the change to the consumer.
What we are seeing in this modern day marketing, is that the most beloved brands make their most loyal consumers feel loved.
The consumers of today must be won over
They are surrounded by the clutter of 5,000 brand messages a day that fight for a glimpse of their attention. That is 1.8 million per year or one message every 11 waking seconds.
Consumers are continuously distracted—walking, talking, texting, searching, watching, replying—and all at the same time. They glance past most brand messages all day long. Their brain quickly rejects boring, irrelevant or unnecessary messages. Brands must capture the consumer’s imagination right away, with a brand idea that is simple, unique. It must create as much excitement as a first-time encounter.
Consumers are tired of being burned by broken brand promises. Once lied to, their well-guarded instincts begin to doubt first, test second, and at any point, they will cast aside any brand that does not live up to the original promise that captured them on the first encounter. A brand must be worthy of love. The best brands of today have a soul that exists deep within the culture of the brand organization.
Brands must listen first, talk second
Brands must be consumer focused. The brand’s purpose must be able to explain why the people who work behind the scenes of the brand come to work every day so energized and ready to over-deliver on the brand’s behalf. This purpose becomes a firm conviction, with inner motivations, beliefs, and values that influences and inspires every employee to want to be part of the brand. This brand conviction must be so firm the brand would never make a choice that directly contradicts their inner belief system. Consumers start to see, understand and appreciate the level of conviction with the brand.
Brands must listen, observe and start to know the thoughts of their consumer before they even think it. Not only does the brand meet their functional needs, but the brand must also heroically beat down the consumer’s ‘enemy’ that torments their life, every day.
Brands must show up consistently
The brand must show up consistently at every consumer touchpoint, whether it is the promise the brand makes, the stories they tell, the innovation designed to impress consumers, the happy purchase moments or the delightful experiences that make consumers want to tell their friends the brand story. The consumer keeps track to make sure the brand delivers before the consumer is willing to commit. Only then will the consumer become willing to open up and trust the brand.
The integrity of the soul of the brand helps tighten the consumer’s unshakable bond with that brand. Brands have to do the little things that matter, to show they love their consumer. Every time the brand over-delivers on their promise, it adds a little fuel to the romance.
Over time, the brand must weave itself into the most critical moments of the consumer’s lives, and become part of the most cherished stories and memories within the consumer’s heart. In today’s cluttered brand world, the pathway to brand success is all about how to build relationships with your most cherished consumers.
Old-school marketing no longer works, but the fundamentals of brand management matter more now than ever
The old logical ways of marketing no longer work in today’s world. These brands feel stuck in the past talking about gadgets, features, and promotions. They will be ‘friend-zoned’ by consumers and purchased only when the brand is on sale. The best brands of the previous century were little product inventions that solved small problems consumers did not even realize they had until the product came along. Old-school marketing was about bold logos, catchy jingles, memorable slogans, side-by-side demonstrations, repetitive TV ads, product superiority claims and expensive battles for shelf space at retail stores. Every marketer focused on how to enter the consumer’s mind.
Old-school marketers learned the 4Ps of product, place, price, and promotion. It is a useful start, but too product-focused and it misses out on consumer insights, emotional benefits, and consumer experiences.
The Crest brand knew their “Look, mom, no cavities!” TV ads annoyed everyone, yet they also knew it stuck in the consumer’s brain. No one cared how nice the Tide logo looked, as long as it stood out on a crowded grocery shelf. The jingle “Plop, plop, fizz, fizz, oh what a relief it is” was often repeated to embed itself in the consumer’s memory bank. The side-by-side dish detergent advertising that showed spots on the wine glass of a competitor, just to shame consumers into using Cascade. Brands that continue to follow only a logical play will fail miserably in today’s emotion-driven marketplace.
Brands need to build a passionate and lasting love for their consumers
How can brand leaders replicate Apple’s brand lovers who line up in the rain to buy the latest iPhone before they even know the phone’s features? I see Ferrari fans who paint their faces red every weekend, knowing they will likely never drive a Ferrari in their lifetime. There are the ‘Little Monsters’ who believe they are nearly best friends with Lady Gaga.
It was amazing to witness 400,000 outspoken Tesla brand advocates who put $1,000 down for a car that did not even exist yet. I love the devoted fans of In-N-Out Burger who order animal-style burgers off the secret menu. Every brand should want this type of passion and power with their consumers.
Three questions you need to answer:
- Do you know your consumer better than your competitor knows your consumer?
- Would you say you treat your best consumer better than you treat your average consumer?
- Where do you put your focus: building a relationship or closing the sale?
To learn more about this type of thinking, you should explore my new book, Beloved Brands.
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe
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Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.
We help brands find growth
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
We make Brand Leaders smarter
We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911