October 31st, 2010
It was my pleasure to be interviewed by Peppers & Rogers‘ 1to1 Magazine for a story on the evolution of branding. My responses were folded into the article “Hasbro Gives Control of Its Brand to Customers” HERE.
Below is an expanded version of my answers. It’s a topic that’s at the very core of how I think about brands, communications and the marketplace. I would welcome your thoughts.
I’m doing a story about the evolution of branding: particularly the growing influence of the customer experience in branding strategy. How is branding strategy different now than it used to be?
The biggest difference is that a “brand” is something that marketers and companies are accustomed to controlling. In the past, a company sent all of the brand messages that general audiences heard. Brands pulled the strings – they had all the information that was to be had, and so were able to manage consumer expectations and impressions. In that kind of world, an unhappy customer or supplier – or a disgruntled employee or competitor – could only reach as many people as were in his or her own circle of friends and associates.
Today, any individual can reach literally millions of people in real-time. The message is whatever each person wishes it to be. Even if that message is inaccurate or unflattering, its reach is almost limitless. And a message someone posts can grow in influence as others pick it up and begin circulating it to ever larger circles – that’s how something becomes “viral” – which means that marketers have to be as viral as their customers, ever- vigilant and ready to address whatever comes their way from any corner of the world.
A quick example is Motrin. Motrin created an ad in 2008 that used an irreverent tone in an effort to sympathize with moms who have sore backs from carrying their infants. This offended some moms, Had this happened in 1988, you probably would not have heard about it unless you were personally close to one of these women. Today, moms created and posted angry videos of their own online, the Motrin ad was viewed 400,000 times on YouTube and thousands of comments were posted on Twitter alone. And this happened on a Saturday, by the way: we’re on consumer time now, not brand time. So same reaction, perhaps, as many might have had 20 years ago, but much bigger megaphone.
This is something that companies and marketing teams are not organized to address – and it exposes all elements of a brand, warts and all, 24/7. Brands are no longer the shouters: they’ve got to be the listeners. For brands that embrace a conversational relationship with the market, this can be an exciting experience that ultimately creates even more respect and love for a brand. But for marketers who are accustomed to maintaining a tight rein, there are fundamental challenges ahead.
Branding used to be a way to gain awareness to a mass audience. But tools like social media, more robust customer data, and increased online activity in general seem to be pushing branding toward more personal engagement. What are your thoughts?
I don’t think it’s an either/or: each makes the other better. Better data helps companies spend their mass advertising budgets more effectively and more precisely, which in turn provides air cover for more personal, individual efforts on the ground. But there’s no question that it’s always been somewhat difficult to measure the effect of many forms of mass media, and – as other customizable channels become even sharper – there will be even more pressure on companies and their media partners to “prove” value from TV and other big efforts.
Personal engagement has another effect, as well: it raises consumer expectations. How many times have you heard a frustrated person say “but they know me!” in response to an email addressed in the wrong language, or to the opposite gender? Consumers now know that companies have all this data, and they expect to benefit from it. How well this data is, in fact, applied may then have an impact on whether the market listens to any messages a brand might send in any channel.
How do trust and credibility play a role in branding strategy these days, and how is it different than before?
Everything’s laid bare now. There is virtually no nugget of information that isn’t available with a quick Google search. An employee can create a pseudonym, for example, and tell the world how things “really” work, or that a company is being misleading or untruthful. There’s no way to hold things back, or sweep something under the rug anymore.
This puts intense pressure on brands to be more authentic and more worthy of consumers’ trust. Let’s say a company manufactures merchandise overseas in unacceptable or even illegal conditions: in the past it could continue to do so for years, if not forever. Now that people walk the globe with high-speed Internet access and cell phones that capture video, those times are over. And if a company does get “caught” doing something today, these dynamics make the blast exponentially more damaging.
Where do you see the future of branding headed?
I’m hopeful about the future. My own professional community is full of marketers who understand that a brand is no longer corporate IP that needs to be policed and protected: it’s the beating heart of the enterprise. Instead of being talked at, consumers want to talk with a brand, and see the very human passion behind what you sell. That can be scary, but it’s also pretty darn exciting.
What’s the biggest challenge to getting there?
One of the most difficult challenges is the uneven level of understanding and expectations of those who surround the marketer: the CEO, the CFO, the pressured head of sales and the Board, to name a few. Executives already know what television advertising or print is, no explanation needed. There’s comfort in that. There’s going to be a lot of uncertainty and skepticism about dipping into a world that looks a little crazy, to do something a brand’s never done before. And the road won’t be smooth: it’s already difficult to explain why something “negative” that’s said online is par for the course and why the brand must continue to engage, not back away. I am very empathetic to the people on both sides of that table.
Any other thoughts?
For those who already know that good ideas rarely come from sitting behind a desk and who get charged up by listening to product users, prospects and partners, this is a great world. Assuming a brand is being authentic, there is no real “bad” feedback – there are only lessons that help make you better and better. There’s going to be plenty of trial and error, but this is all about getting closer to your customer, and that’s a great thing.
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