Building a Brand as Consumers Take Control
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The document discusses how consumer control over brand messages is reshaping marketing strategies, with companies needing to focus on emotional and experiential attributes rather than just price and functionality. Traditional advertising methods are becoming less effective, and brands must inspire consumer affinity by allowing consumers to engage on their own terms. The importance of micro-interactions in shaping overall brand perception is emphasized as a key factor in building consumer loyalty.
Building a Brand as Consumers Take Control
- 1. Building a Brandas consumers take controlPaul KochJuly 31, 2009Viget Labs
- 2. the good old days
- 3. the good old daysclear unique selling propositions
- 4. the good old daysclear unique selling propositionsfewer companies
- 5. the good old daysclear unique selling propositionsfewer companieseasy brand choices
- 7. marketingheavy message controlprime time TV spots are king
- 8. marketing3 TV spots:80% coverage of the U.S.1965
- 9. today
- 10. today
- 15. “Traditional TV advertising will be 1/3 as effective in 2010 as it was in 1990.”-McKinsey
- 16. new opportunities80% coverage; average of 4.6 hours / month
- 17. The marketing opportunity doesn’t come from here
- 18. It comes from here
- 19. a questionif the consumer controls the messages, can a company still control its brand direction and inspire users?
- 20. “Price and functionality are now taken for granted (or, in other words, not sufficiently differentiating). It is now the intangible, irrational, and subjective attributes of the brand offering that are the new factors of success . . . Empowered brands are the ones managing to deliver hedonist and emotional attributes throughout the brand experience.” -Vladimir Djurovic, CEO, Labbrand China
- 21. “People spend money when and where they feel good.” -Walt Disney
- 22. good companies inspire affinity toward the product
- 23. good companies inspire affinity toward the product inspire affinity for the company
- 24. good companies inspire affinity toward the product inspire affinity for the company by letting the consumer approach you, rather than the other way around.
- 25. affinitydoesn’t have to be earth-shattering
- 26. affinitydoesn’t have to be earth-shatteringany good feeling a product creates
- 29. affinityshows that Coke is whimsical and fun.
- 32. affinitycreates cognitive dissonance: “If I work for it, I must like it.”
- 34. affinityexcites about the finished product.
- 36. affinityappeals to user’s sense of youth, play, and personalization.
- 40. affinityreflects Hyatt’s level of service—when you stay there, you’ll make the most of your destination.
- 43. affinitylimited quantity highlights desirability—and creates more dissonance.
- 46. affinityshows that if Virgin breaks guitars, you won’t have to make a YouTube video to get it fixed.
- 47. “Micro-interactions are the everyday exchanges that we have with a product, brand and service. Each one, in and of itself, seems insignificant. But combined they define how we feel about a product, brand or service at a gut emotional level.”-David Armano, AdAge
- 48. thanks
Editor's Notes
- #2: Consumers taking controlCutting out advertisingListening to each other rather than your ads
- #19: Get people to rally around brand relationships
- #20: If you can Cut traditional media out of your lifeAccess product reviewsEasily find the lowest price online Get lots of other people’s opinions Can you control your brand?Inspire conversation? Or are companies at the mercy of a democratic market?
- #21: Marketing agency which specializes in brand strategy; Worked with clients like Morgan Stanley, L’Oreal, Mercedes, and Brita.
- #30: Differentiates itself from all the other carbonated sugar water.Takes you to the Coke Side of Life: sensorial, stimulating experience
- #33: Cognitive dissonanceWord of mouth recommendationsInjects humor into the brand
- #35: If you’re already making it more fun than all the other toys while it’s still in the box, you have a leg up on the competition.
- #37: Someone buying a high-end convertible sports car isn’t doing it for purely utilitarian reasonsShows it’s something you play with and enjoyArt: reflects something about you. Just like when people see you driving in the car.
- #41: If you stay at Hyatt, you’ll be able to have fun wherever you go. Service from concierge is like service from the rest of the employees.FYI: they don’t know if you’re staying in a Hyatt or not—but does it really matter?
- #44: Ice cream and pastries. More dissonance: if I have to check multiple times, it must be goodWord of mouth send to a friend.Gained over 200,000 fans the week of July 19—and you don’t have to be a fan to get promotionMore receptive to other messages later if you’ve already opted in
- #47: Everybody hates airlines.Not just meeting, but exceeding levels of customer service.Airplane problems are unavoidable. Fixing them is not.
- #48: There’s no formula for going viralA big campaign won’t cover up a poor product anymoreWhatever you do, it probably won’t workWhat you can guarantee is small, quality interactions. If you ensure people have quality, happy interactions at every touchpoint, that’s the future of branding and how you’ll keep loyal customers.