Why Brand Engagement Isn’t All About Your Brand

WHY BRAND ENGAGEMENT
ISN’T ALL ABOUT YOUR BRAND—
AND HOW TO BREAK THROUGH TO WHAT REALLY MATTERS
NOVEMBER 16, 2017

WHAT IS  
BRAND ENGAGEMENT,
EXACTLY?
PROPRIETARY AND CONFIDENTIAL © 2017 MATTHEWS INTERNATIONAL, INC. ALL RIGHTS RESERVED.
The suspense
is killing me!

Retail
Engagement
Social
Engagement
THE MANY DEFINITIONS OF
BRAND
ENGAGEMENT

The process of forming an emotional
or rational attachment between a
consumer and a brand.
BRAND ENGAGEMENT

BUY INTO
COMES BEFORE BUY
BRAND ENGAGEMENT

THINK ABOUT IT:
Why do you feel connected to
certain brands over others?
Follow them?
Advocate for them?
Stay loyal to them?
Buy from them?

WHY DO YOU FEEL CONNECTED  
TO CERTAIN BRANDS OVER OTHERS?
They share your values or beliefs
They enhance your experiences
They make you feel something
They motivate or inspire you
They connect you with other like-minded people
They include you in the conversation

They share your values or beliefs
They enhance your experiences
They make you feel something
They motivate or inspire you
They connect you with other like-minded people
They include you in the conversation
NOTICE ALL THE YOUS IN THERE?

Successful brand engagement, agnostic of channel, is built around YOU.
The consumer, the audience, the human.
Not just around the brand’s priorities or product attributes.

AND IT WORKS.
When consumer engagement
scores move from low to high,  
21% more people shop their
favorite brands most or all of
the time.
Source: HelloWorld Engagement Score Study

OUR JOB:
Understand the principles of,  
and keep driving toward,  
greater brand engagement
OUR CHALLENGE:
Shift the marketing approach from  
“all about us” to “all about YOU”

?HOW?
Let’s take a look at how 5 other brands have approached it.

Love. It’s what makes a Subaru a Subaru.
THINK WITH YOUR HEART

PRE-2008
Focus on practical,
rational benefits

SINCE THEN
Leveraged fan “LOVE” for the brand  
to focus on emotional benefits and  
connection, with stories told through  
relatable, real-life situations

“…The Love campaign, inspired by Subaru owners’ love  
of their vehicles, loved ones, and causes they keep close to
their hearts, continue[s] to build a new identity for Subaru.
Under the notion that ‘Love’ is the uniting factor among the
brand’s loyal customer base and ‘It’s what makes a Subaru,  
a Subaru,’ we created a personality to compliment the
brand’s quality vehicles.
- ALAN BETHKE, SENIOR VICE PRESIDENT OF MARKETING, SUBARU OF AMERICA

DATA-DRIVEN STORYTELLING
Thanks, 2016. It’s been weird.

140 MILLION ACTIVE USERS
20 MILLION SONGS
65% LINKED TO FB ACCOUNTS
DATA REVEALS:
Audience demographics
Ad reach
Purchase behaviors
Usage frequency
Sales #s
Category comparisons
The list goes on!
WITH MARKETER HATS ON,

“For us, data inspires and gives an insight into the
emotion that people are expressing.”
- SPOTIFY CMO SETH FARBMAN
Audience ideals
Personalities
Quirks and idiosyncrasies
Lifestages
Cultural influences
Emotional associations
Drive for individualism
DATA REVEALS:
WITH CULTURAL
ANTHROPOLOGIST HATS ON,

OREO DUNK IN THE DARK
PLAN FOR THE UNPLANNED

“BY FAILING TO PREPARE,
YOU ARE PREPARING TO FAIL.”
- BENJAMIN FRANKLIN

Source: Fast Company
RETWEETS
SINCE EMBRACING “CULTURAL
CONNECTION,” ANNUAL SALES
GROWTH IS UP FROM LOW DOUBLE
DIGITS TO MORE THAN 20%
16K+

BE BOLDLY TRANSPARENT
DOMINO’S PIZZA TURNAROUND

“THE SAUCE TASTES LIKE KETCHUP.”
“Worst excuse for pizza I ever had.”
“TOTALLYDEVOID OF FLAVOR.”
“Domino's pizza crust to me is like cardboard.”
“When we did consumer tests, if they knew the pizza was Domino’s,  
they actually liked it less than if they just thought it was a random
unbranded pizza.”- PATRICK DOYLE, CEO, DOMINO’S
49 YEARS OLD, $3.2B ANNUAL REVENUE,
9% MARKET SHARE, TERRIBLE CUSTOMER FEEDBACK2009:

70% of shoppers say that brands who “respond quickly to serious product issues"
greatly increase their trust—2017 Brandspark International study
Admit the truth = transparency
Respond and remedy = trust
TRANSPARENCY + TRUST = POSITIVE ENGAGEMENT

“You can either use negative comments to get you
down, or you can use them to excite you and energize
your process.”
- PATRICK DOYLE, CEO, DOMINO’S

CHAMPION A CULTURAL MOVEMENT
STRENGTH HAS NO GENDER

“If you visualize an iceberg, the storytelling part is
the part that's above water and the story framework
is the larger part that's underneath the water. It's
what the author knows but the audience doesn’t—
yet—and requires…a ‘fundamental human truth.’”
- DOUWE BERGSMA, CMO, GEORGIA-PACIFIC

We just saw 5 examples of brands  
who use different, but equally successful,
approaches for creating brand engagement.
EMBRACE DATA-DRIVEN STORYTELLING
BE BOLDLY TRANSPARENT
THINK WITH YOUR HEART
CHAMPION A CULTURAL MOVEMENT
PLAN FOR THE UNPLANNED

WHAT DO THEY ALL HAVE IN COMMON?
AND HOW CAN WE APPLY IT TO OUR OWN WORK?

BASED THEIR CAMPAIGN ON AN
INSIGHT-DRIVEN STRATEGIC PLATFORM
MADE THEIR CUSTOMERS  
THE HEROES OF THE STORY
ADVOCATED FOR THE VALUE OF  
BUILDING LONG-TERM ENGAGEMENT
EACH BRAND:

STRATEGIC PLATFORM
YOUR STRATEGIC PLATFORM =
THE OVERLAP BETWEEN YOUR BRAND PURPOSE + HUMAN INSIGHT
BRAND PURPOSE
Mission
Values
Product
Needs/Wants
Emotions
Behaviors
HUMAN INSIGHT

STRATEGIC PLATFORM
BRAND PURPOSE HUMAN INSIGHT
We let you down. Now we’re making it right.
To deliver the
best pizza and
customer service
People appreciate
vulnerability when
real change follows
DOMINO’S AHA
YOUR STRATEGIC PLATFORM =
THE OVERLAP BETWEEN YOUR BRAND PURPOSE + HUMAN INSIGHT

MAKE YOUR BRAND THE ENABLER BUT YOUR CONSUMERS THE HERO
BRAWNY DIDN’T TALK ABOUT
STRONG PAPER TOWELS.
THEY CELEBRATED  
STRONG WOMEN.

EDUCATE AND ADVOCATE FOR THE VALUE  
OF LONG-TERM BRAND ENGAGEMENT  
INSTEAD OF FOCUSING ON SHORT-TERM ROI
Source: Gallup
Successful brand engagement leads to:
55% share of wallet
63% attrition
50% productivity

AND IF ALL ELSE FAILS,
SHOW THEM THIS PRESENTATION!
!

THANKS SO MUCH  
FOR ENGAGING WITH US!
AMY SMALL
GROUP CREATIVE DIRECTOR
amy.small@anthemww.com
ELEANOR DAKE
DIRECTOR, CLIENT ENGAGEMENT
eleanor.dake@anthemww.com

Why Brand Engagement Isn’t All About Your Brand

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