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5       WAYS TO BE
BRAND
BRILLIANT
AXIOMS OF MODERN BRAND MANAGEMENT
FROM JACK MORTON
EXECUTIVE SUMMARY
5 WAYS TO BE BRAND BRILLIANT summarizes five core beliefs we have
here at Jack Morton about building brands now:


   CONVICTION FUELS CONVERSION
#1	
	Don’t start with awareness as a goal; start by getting people to interact with your brand


#2	   IDEAS MATTER MORE THAN MEDIA
	     A great brand idea should translate across media


#3	   P
       EOPLE ARE OKAY WITH COMPLEXITY (AS LONG AS YOU MAKE IT EASY)
	Consumers crave brand content and context; you have to make it relevant and resonant


#4	   A
       UTHENTICITY MAKES YOU VISIBLE (THE OPPOSITE IS TRUE)
	Instead of taking a “badge” approach to sponsorships, what about a “build” approach?


#5	   P
       EOPLE POWER MARKETING
	 fuel effective marketing, you need to “brand2everyone”
  To




                                                                                              5 WAYS TO BE BRAND BRILLIANT   /2
TABLE OF CONTENTS


Introduction 4

Axiom #1 – Conviction fuels conversion 5

Axiom #2 – Ideas matter more than media 7

Axiom #3 – People are okay with complexity (as long as you make it easy) 9

Axiom #4 – Authenticity makes you visible (the opposite is true) 11

Axiom #5 – People power marketing 12

Talk to Jack 14

About Jack Morton 15




                                                                             5 WAYS TO BE BRAND BRILLIANT   /3
INTRODUCTION
Josh McCall
                                                                      We’re comfortable
Here at Jack Morton, we like big ideas and we like talking            with debate.
about them as much as any other agency. More so, perhaps,
because we come at this field from a unique point of view –
that of a brand experience agency. We have a way of seeing            We don’t claim to know
the world that isn’t quite in line with conventional wisdom and
traditionally conceived marketing. We feel pretty passionately        or do everything but
so we spend a lot of time engaged in conversation with clients,
colleagues and peers, sharing what we consider to be core
                                                                      we’re serious about
truths about how to build brands today.                               having the conversation.
We’ve gathered five of what we consider the most important of
these axioms in the pages that follow.

I’ve spent enough time with marketing and brand people to
be a little nervous about offering them advice on “how to be
brilliant” – it feels a bit presumptuous. But we want to provoke
a conversation. We’re comfortable with debate. We don’t
claim to know or do everything (notice we’ve titled this
“5 WAYS TO BE BRAND BRILLIANT”, not “the five only ways
to be brand brilliant”) but we’re serious about having the
conversation.

So please do tell us: What do you think? Do you agree?
We’d like to know.
                                                                              Josh McCall
                                                                      Chairman  CEO of
                                                                   Jack Morton Worldwide

                                                                                            5 WAYS TO BE BRAND BRILLIANT   /4
AXIOM #1
CONVICTION FUELS CONVERSION

Don’t start with awareness as a goal; start by                        process – based on, for example, advice they actively seek
                                                                      out from trusted friends. And once they’re customers, it’s actual
getting people to interact with your brand.
                                                                      experience with the brand – say, customer service – that in
                                                                      large part determines future purchase. Ultimately, McKinsey
The oldest chestnut in the marketing book is the metaphor of
                                                                      concluded, marketers should focus less on the two ends of
a funnel to describe how consumers are reached, influenced
                                                                      the funnel (awareness and loyalty) and more on the whole
and ultimately converted to customers. According to this
                                                                      landscape of touchpoints and experiences that influence
model, mass matters most: marketers should start by creating
                                                                      purchase. If they’re not part of the consideration
awareness on as broad a scale as they can afford (and it’s
                                                                      set, if they’re not part of the conversation,
expensive to buy through traditional media). They then push
                                                                      they should (to paraphrase Don Draper)
likely buyers into an ever narrower funnel, moving them to
                                                                      create disruptions that change the
positive opinions, consideration and ultimately purchase.
                                                                      conversation.
We in the brand experience space struggle with the funnel
metaphor because we’re not so obviously about mass impact:
we’re about getting a small but important group to engage
deeply with a brand. That’s what experience does well. If you
subscribe to the funnel worldview, it’s harder to justify honing in
so narrowly.

But here’s the thing: very wise people have concluded that
the funnel model isn’t accurate. In a study of over 20,000
consumers across five industries and three continents, McKinsey
concluded that their decision-making process is circular. Rather
than narrowing into a funnel, consumers may actually add
brands to their consideration set as they move through the

                                                                                                               5 WAYS TO BE BRAND BRILLIANT   /5
AXIOM #1 CONVICTION FUELS CONVERSION



THE
                                       THE WAY
OLD
METAPHOR                               FORWARD




                                                 5 WAYS TO BE BRAND BRILLIANT   /6
AXIOM #1 CONVICTION FUELS CONVERSION




So, as it turns out, brand experience is actually very well-suited   Brand experience drives conviction – and conviction converts
to a post-funnel world. Rather than spreading a thin layer of        triers into buyers and believers. Even if this happens on a
awareness across a broad population, engaging fewer people           relatively small scale, in industries with high-consideration
more deeply does two things brilliantly:                             products (like cars or consumer electronics) higher conversion
                                                                     rates rapidly add up to significant ROI for brand experience.
1.	Provide direct interaction with the brand that fuels
                                                                     But even in low-consideration sectors, brand experience can
      real conviction and conversion. This is especially
                                                                     achieve mass impact as well. We use the phrase “experienced
      relevant for well-known brands that have fallen out of
                                                                     by few, witnessed by many” to describe the phenomenon of
      the consideration set; getting people to touch and feel
                                                                     how a truly unique experience can captivate the attention of
      your brand here and now is a way to make it relevant
                                                                     the world’s media and generate earned media coverage on
      here and now. A circular journey means brands can
                                                                     a mass scale.
      opportunistically jump into the consideration set.

2.	Inspire people to talk about your brand. According
      to our own research, the influence of word of mouth
      is enormous. Across geographies there is no more
      highly valued source of information about brands than
      people you know giving you advice – and most people
      say they’ll only talk about brands they’ve actually
      experienced.




                                                                                                            5 WAYS TO BE BRAND BRILLIANT   /7
AXIOM #2
IDEAS MATTER MORE THAN MEDIA

A great brand idea should translate
across media.                                                      We like the definition provided by Bob Greenberg and
                                                                   Barry Wacksman of R/GA: “When a brand creates its own
Clients have always hired agencies for ideas – that’s what         media properties that consumers use over and over again,
they need most and we do best. They know their business;           such as a popular video on YouTube or a popular digital
we have ideas.                                                     platform like Nike+, this is ‘owned’ media. When consumers
                                                                   share these media properties with each other – as when one
One of the most exciting things about what’s happening in the      person passes along a viral link to another, or blogs or tweets
world of marketing today is that clients are increasingly likely   about a brand, or ‘likes’ a brand on Facebook – this is
to buy great ideas with a refreshing disregard for media as it     ‘earned’ media.”
used to be defined. They want great ideas and they recognize
that ideas come from everywhere (not just from the agencies        According to this definition, “owned media” is an idea, a
that are called, somewhat redundantly, creative). They want        story or experience that’s created by the brand, and “earned
ideas to be able to translate and transcend media; ideas don’t     media” is when people recommend and share that same
always get born as an ad that then turns into an activation.       experience with others. What’s important about owned media
                                                                   isn’t what it looks like or the form it takes. What’s important is
As a brand experience agency, we are particularly passionate       that it’s so inspiring that it’s shared with others. According to
about generating owned media ideas.                                this definition, owned media could be something you see on
                                                                   YouTube – or it could be customer service that’s so great you tell
Now, people’s eyes can start to glaze over when we talk about      others about it. Some of our favorites started out as experiences
defining owned media, but perhaps that’s because it has a bad      in the real world that took on a life of their own online: think of
rep from years of being an afterthought – the thing you turn to    Coke’s brilliant “Happiness Machine” (which was born out of a
once your paid media budget was all used up.                       digital agency’s brainstorming).




                                                                                                            5 WAYS TO BE BRAND BRILLIANT   /8
AXIOM #2 IDEAS MATTER MORE THAN MEDIA




For us, it’s the idea that’s special for brands and for people,
not media – and we feel vindicated by a couple of phenomena
in the world today. The first comes from the world of marketing,
where the most prestigious awards (such as the Cannes
Titanium prize) reward ideas regardless of media. The second
and ultimately more important phenomenon comes from
consumers themselves, who in a recent study overwhelming
told us that given all the clutter and noise in the world today,
“if a brand wants to get my attention it has to do something
special”. An owned media idea that a brand can leverage
across media – that’s special. Great owned media ideas create
special moments that capture people’s attention, or invent
reasons to connect with your brand.

 




                                                                   5 WAYS TO BE BRAND BRILLIANT   /9
AXIOM #3
PEOPLE ARE OKAY WITH COMPLEXITY (AS LONG AS YOU MAKE IT EASY)

Consumers crave brand content and context;
you have to make it relevant and resonant.

Many of us can feel at times that we’re drowning in
information: all those unanswered emails and unopened pieces
of mail, all the ads we skip and brand-driven SMS messages
we delete while cursing and mentally tallying up the bill. This
sensation of information overload comes when we’re faced
with content we haven’t asked for or that interrupts us without
showing relevance. We may cite that statistic reported in the
New York Times, that the typical western city-dweller is exposed
to over 5,000 media messages daily.

Exhausted yet?

Lest we project that sense of being overwhelmed on the people
we’re trying to reach, let’s remember what the research actually
shows. In fact, people really want and crave information about
brands and products. They just want it on their terms, with
content and context that suit their needs.




                                                                   5 WAYS TO BE BRAND BRILLIANT /10
AXIOM #3 PEOPLE ARE OKAY WITH COMPLEXITY (AS LONG AS YOU MAKE IT EASY)




According to research conducted by Jack Morton:                       The trick is to make even complex information accessible
                                                                      and relevant. Face-to-face brand experiences connecting
•	    8
       7% of consumers say that “information is my friend”;
                                                                      people who have an interest in the brand with people who
      information turns them from passive targets to active
                                                                      can speak on its behalf – whether paid company staff or
      participants in the brand dialogue
                                                                      inspired advocates – provide a terrific platform for content
•	    I
      nformation about brands makes people feel                      and context. But so do great stories well told. A favorite
      “empowered” and “in control” (and women are slightly            recent example is Chipotle’s “Back to the Start” video, which
      more likely to claim this empowerment, despite being            started out online before being deployed as the brand’s first-
      likely to note that there are more competing sources of         ever national US ad, sparking robust dialogue about a very
      information available)                                          complex subject along the way.

•	    T
       he top sources of information most likely to drive
      purchase aren’t passive awareness vehicles such as
      traditional advertising; they’re more active engagement-
      driven sources like advice sought from or given by
      friends and family

•	    A
       fter purchase, people continue to seek out relevant
      information from brands and friends: to stay current on
      features, to save money, to be better consumers – and to
      defect to a better alternative if their current brand doesn’t
      keep them engaged




                                                                                                              5 WAYS TO BE BRAND BRILLIANT /11
AXIOM #4
AUTHENTICITY MAKES YOU VISIBLE (THE OPPOSITE IS TRUE)

Instead of taking a “badge” approach to                              to sponsorship treat it as more of a collaboration than a
sponsorships, what about a “build” approach?                         transaction. They don’t just tick a box and gain the “exclusive”
                                                                     slot for their sector. They look for the authentic intersection of
It’s a safe bet that you’ve ignored billions of dollars of poorly    shared passions and values for the property, the fans and their
spent sponsorship dollars. You didn’t do it maliciously. It’s just   own brand, and build from there.
that there are far too many brands that spend richly for the
right to display their logo as a badge atop properties that          Ultimately, authenticity is very hard to ignore. Love it or hate it,
aren’t really authentically connected to who they are.               it does get noticed. Sadly, the opposite is also true.
The brands that take this “badge” approach to sponsorship
are very easy to ignore (and it’s an expensive oversight).

Brands that take a “build” approach to sponsorship are braver.
Possibly they invent something that doesn’t exist that’s needed
in the community – a need that they can uniquely fill. They see
a white space for an experience that would be valued – and
they fill that space by creating an experience that’s new, that’s
their own. At best, this unique experience shines a spotlight
on the unique value they offer customers. For example, Chevy
received high marks at SXSW 2012 for providing attendees
a service that was truly needed – free rides around Austin
during the frenetic and crowded conference – and that also
showcased its vehicles in a very compelling, engaging way
(see Axiom 1).

But even if they’re signing on to an existing property instead
of creating their own, brands that take a “build” approach
                                                                                                                5 WAYS TO BE BRAND BRILLIANT /12
AXIOM #5
PEOPLE POWER MARKETING

To fuel effective marketing, you need to
 “brand2everyone”

We often say it’s time to stop thinking “B2C” versus “B2B”         To name just one example, there’s a lot of talk about “shopper
and start thinking “B2E”: brand to everyone. That’s because        marketing” right now. People – a company’s own staff, their
people don’t think of themselves under the rubric of a category:   salespeople, their customer service, their retail or channel
they just want to know who you are, what you stand for             partners’ employees – have a role in helping shoppers make
and how you can help them. It’s true of end users, it’s true       the right choice at the moment of truth.
of business audiences and it’s true of the people that deliver
brands and products to customers. All of them expect               Our own research with consumers in Brazil, China, India and
marketers to give them their very best pitch. In that sense,       the US showed that over half (51%) of people say they change
everyone is a consumer.                                            their minds when they arrive in-store, already prepared to
                                                                   buy a product. A stunning 62% of the time they change their
Unfortunately not all audiences are treated as equals. Internal    minds not because of price but because of interactions with
audiences – staff, salespeople, customer service, retail or        staff in-store or information they receive in the store. It’s worth
channel partners’ employees – are often an afterthought or not     repeating: more often than not, the in-store experience trumps
thought of at all. We think they’re fundamental, because their     price in swaying customers from one brand to another.
behaviors influence purchase – in ways that may be visible or
invisible, but are always meaningful to the business.




                                                                                                             5 WAYS TO BE BRAND BRILLIANT /13
AXIOM #5 PEOPLE POWER MARKETING




How can brands maximize the opportunity to engage people           With all our understandable excitement about technology
to deliver a great brand experience? As a start, they can          and media platforms today, we tend to forget that a lot of the
prioritize programs that prioritize internal and business          marketing that matters is actually delivered or influenced by
audiences. They can also elevate the content, design and           people. The better marketers can equip people to influence
marketing savvy for these campaigns: if brands expect their        other people, the more successful they’ll be.
retail partners’ staff to get excited about their products, they
have to work to make their products exciting (just like they do
in their consumer advertising).




                                                                                                           5 WAYS TO BE BRAND BRILLIANT /14
THIS IS JUST PART OF
THE CONVERSATION.



HERE ARE A             CONTACT



FEW WAYS TO
                       Liz Bigham
                       +1 212 401 7212




TALK
                       liz_bigham@jackmorton.com

                       Tweet: @jackmorton

                       Join the dialogue on Facebook




TO
                       Comment on our blog about brands and experiences



                       PAST ARTICLES

                       New Realities 2012: Consumer Research Read now 




JACK
                       Best Experience Brands: A Global Study Read now 

                       Experience Brands and the New Engagement Model:
                       Research Read now
JACK MORTON WORLDWIDE IS A GLOBAL BRAND EXPERIENCE
AGENCY WITH OFFICES ON FIVE CONTINENTS. OUR AGENCY
CULTURE PROMOTES BREAKTHROUGH IDEAS ABOUT HOW
EXPERIENCES CONNECT BRANDS AND PEOPLE – IN PERSON,
ONLINE, AT RETAIL AND THROUGH THE POWER OF DIGITAL
AND WORD OF MOUTH INFLUENCE. WE WORK WITH BOTH
BTOC AND BTOB CLIENTS TO CREATE POWERFUL AND EFFECTIVE
EXPERIENCES THAT ENGAGE CUSTOMERS AND CONSUMERS,
LAUNCH PRODUCTS, ALIGN EMPLOYEES AND BUILD STRONG
EXPERIENCE BRANDS. RANKED AT THE TOP OF OUR FIELD, WE’VE
EARNED OVER 40 AWARDS FOR CREATIVITY, EXECUTION AND
EFFECTIVENESS LAST YEAR, INCLUDING BEST NEW PRODUCT
INTRO, BEST MEDIA EVENT AND EMPLOYEE CAMPAIGN OF THE
YEAR. JACK MORTON IS PART OF THE INTERPUBLIC GROUP OF
COMPANIES, INC. (NYSE: IPG).




© Jack Morton Worldwide 2012

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5 tips for brand building and brand management

  • 1. 5 WAYS TO BE BRAND BRILLIANT AXIOMS OF MODERN BRAND MANAGEMENT FROM JACK MORTON
  • 2. EXECUTIVE SUMMARY 5 WAYS TO BE BRAND BRILLIANT summarizes five core beliefs we have here at Jack Morton about building brands now: CONVICTION FUELS CONVERSION #1 Don’t start with awareness as a goal; start by getting people to interact with your brand #2 IDEAS MATTER MORE THAN MEDIA A great brand idea should translate across media #3 P EOPLE ARE OKAY WITH COMPLEXITY (AS LONG AS YOU MAKE IT EASY) Consumers crave brand content and context; you have to make it relevant and resonant #4 A UTHENTICITY MAKES YOU VISIBLE (THE OPPOSITE IS TRUE) Instead of taking a “badge” approach to sponsorships, what about a “build” approach? #5 P EOPLE POWER MARKETING fuel effective marketing, you need to “brand2everyone” To 5 WAYS TO BE BRAND BRILLIANT /2
  • 3. TABLE OF CONTENTS Introduction 4 Axiom #1 – Conviction fuels conversion 5 Axiom #2 – Ideas matter more than media 7 Axiom #3 – People are okay with complexity (as long as you make it easy) 9 Axiom #4 – Authenticity makes you visible (the opposite is true) 11 Axiom #5 – People power marketing 12 Talk to Jack 14 About Jack Morton 15 5 WAYS TO BE BRAND BRILLIANT /3
  • 4. INTRODUCTION Josh McCall We’re comfortable Here at Jack Morton, we like big ideas and we like talking with debate. about them as much as any other agency. More so, perhaps, because we come at this field from a unique point of view – that of a brand experience agency. We have a way of seeing We don’t claim to know the world that isn’t quite in line with conventional wisdom and traditionally conceived marketing. We feel pretty passionately or do everything but so we spend a lot of time engaged in conversation with clients, colleagues and peers, sharing what we consider to be core we’re serious about truths about how to build brands today. having the conversation. We’ve gathered five of what we consider the most important of these axioms in the pages that follow. I’ve spent enough time with marketing and brand people to be a little nervous about offering them advice on “how to be brilliant” – it feels a bit presumptuous. But we want to provoke a conversation. We’re comfortable with debate. We don’t claim to know or do everything (notice we’ve titled this “5 WAYS TO BE BRAND BRILLIANT”, not “the five only ways to be brand brilliant”) but we’re serious about having the conversation. So please do tell us: What do you think? Do you agree? We’d like to know. Josh McCall Chairman CEO of Jack Morton Worldwide 5 WAYS TO BE BRAND BRILLIANT /4
  • 5. AXIOM #1 CONVICTION FUELS CONVERSION Don’t start with awareness as a goal; start by process – based on, for example, advice they actively seek out from trusted friends. And once they’re customers, it’s actual getting people to interact with your brand. experience with the brand – say, customer service – that in large part determines future purchase. Ultimately, McKinsey The oldest chestnut in the marketing book is the metaphor of concluded, marketers should focus less on the two ends of a funnel to describe how consumers are reached, influenced the funnel (awareness and loyalty) and more on the whole and ultimately converted to customers. According to this landscape of touchpoints and experiences that influence model, mass matters most: marketers should start by creating purchase. If they’re not part of the consideration awareness on as broad a scale as they can afford (and it’s set, if they’re not part of the conversation, expensive to buy through traditional media). They then push they should (to paraphrase Don Draper) likely buyers into an ever narrower funnel, moving them to create disruptions that change the positive opinions, consideration and ultimately purchase. conversation. We in the brand experience space struggle with the funnel metaphor because we’re not so obviously about mass impact: we’re about getting a small but important group to engage deeply with a brand. That’s what experience does well. If you subscribe to the funnel worldview, it’s harder to justify honing in so narrowly. But here’s the thing: very wise people have concluded that the funnel model isn’t accurate. In a study of over 20,000 consumers across five industries and three continents, McKinsey concluded that their decision-making process is circular. Rather than narrowing into a funnel, consumers may actually add brands to their consideration set as they move through the 5 WAYS TO BE BRAND BRILLIANT /5
  • 6. AXIOM #1 CONVICTION FUELS CONVERSION THE THE WAY OLD METAPHOR FORWARD 5 WAYS TO BE BRAND BRILLIANT /6
  • 7. AXIOM #1 CONVICTION FUELS CONVERSION So, as it turns out, brand experience is actually very well-suited Brand experience drives conviction – and conviction converts to a post-funnel world. Rather than spreading a thin layer of triers into buyers and believers. Even if this happens on a awareness across a broad population, engaging fewer people relatively small scale, in industries with high-consideration more deeply does two things brilliantly: products (like cars or consumer electronics) higher conversion rates rapidly add up to significant ROI for brand experience. 1. Provide direct interaction with the brand that fuels But even in low-consideration sectors, brand experience can real conviction and conversion. This is especially achieve mass impact as well. We use the phrase “experienced relevant for well-known brands that have fallen out of by few, witnessed by many” to describe the phenomenon of the consideration set; getting people to touch and feel how a truly unique experience can captivate the attention of your brand here and now is a way to make it relevant the world’s media and generate earned media coverage on here and now. A circular journey means brands can a mass scale. opportunistically jump into the consideration set. 2. Inspire people to talk about your brand. According to our own research, the influence of word of mouth is enormous. Across geographies there is no more highly valued source of information about brands than people you know giving you advice – and most people say they’ll only talk about brands they’ve actually experienced. 5 WAYS TO BE BRAND BRILLIANT /7
  • 8. AXIOM #2 IDEAS MATTER MORE THAN MEDIA A great brand idea should translate across media. We like the definition provided by Bob Greenberg and Barry Wacksman of R/GA: “When a brand creates its own Clients have always hired agencies for ideas – that’s what media properties that consumers use over and over again, they need most and we do best. They know their business; such as a popular video on YouTube or a popular digital we have ideas. platform like Nike+, this is ‘owned’ media. When consumers share these media properties with each other – as when one One of the most exciting things about what’s happening in the person passes along a viral link to another, or blogs or tweets world of marketing today is that clients are increasingly likely about a brand, or ‘likes’ a brand on Facebook – this is to buy great ideas with a refreshing disregard for media as it ‘earned’ media.” used to be defined. They want great ideas and they recognize that ideas come from everywhere (not just from the agencies According to this definition, “owned media” is an idea, a that are called, somewhat redundantly, creative). They want story or experience that’s created by the brand, and “earned ideas to be able to translate and transcend media; ideas don’t media” is when people recommend and share that same always get born as an ad that then turns into an activation. experience with others. What’s important about owned media isn’t what it looks like or the form it takes. What’s important is As a brand experience agency, we are particularly passionate that it’s so inspiring that it’s shared with others. According to about generating owned media ideas. this definition, owned media could be something you see on YouTube – or it could be customer service that’s so great you tell Now, people’s eyes can start to glaze over when we talk about others about it. Some of our favorites started out as experiences defining owned media, but perhaps that’s because it has a bad in the real world that took on a life of their own online: think of rep from years of being an afterthought – the thing you turn to Coke’s brilliant “Happiness Machine” (which was born out of a once your paid media budget was all used up. digital agency’s brainstorming). 5 WAYS TO BE BRAND BRILLIANT /8
  • 9. AXIOM #2 IDEAS MATTER MORE THAN MEDIA For us, it’s the idea that’s special for brands and for people, not media – and we feel vindicated by a couple of phenomena in the world today. The first comes from the world of marketing, where the most prestigious awards (such as the Cannes Titanium prize) reward ideas regardless of media. The second and ultimately more important phenomenon comes from consumers themselves, who in a recent study overwhelming told us that given all the clutter and noise in the world today, “if a brand wants to get my attention it has to do something special”. An owned media idea that a brand can leverage across media – that’s special. Great owned media ideas create special moments that capture people’s attention, or invent reasons to connect with your brand.   5 WAYS TO BE BRAND BRILLIANT /9
  • 10. AXIOM #3 PEOPLE ARE OKAY WITH COMPLEXITY (AS LONG AS YOU MAKE IT EASY) Consumers crave brand content and context; you have to make it relevant and resonant. Many of us can feel at times that we’re drowning in information: all those unanswered emails and unopened pieces of mail, all the ads we skip and brand-driven SMS messages we delete while cursing and mentally tallying up the bill. This sensation of information overload comes when we’re faced with content we haven’t asked for or that interrupts us without showing relevance. We may cite that statistic reported in the New York Times, that the typical western city-dweller is exposed to over 5,000 media messages daily. Exhausted yet? Lest we project that sense of being overwhelmed on the people we’re trying to reach, let’s remember what the research actually shows. In fact, people really want and crave information about brands and products. They just want it on their terms, with content and context that suit their needs. 5 WAYS TO BE BRAND BRILLIANT /10
  • 11. AXIOM #3 PEOPLE ARE OKAY WITH COMPLEXITY (AS LONG AS YOU MAKE IT EASY) According to research conducted by Jack Morton: The trick is to make even complex information accessible and relevant. Face-to-face brand experiences connecting • 8 7% of consumers say that “information is my friend”; people who have an interest in the brand with people who information turns them from passive targets to active can speak on its behalf – whether paid company staff or participants in the brand dialogue inspired advocates – provide a terrific platform for content • I nformation about brands makes people feel and context. But so do great stories well told. A favorite “empowered” and “in control” (and women are slightly recent example is Chipotle’s “Back to the Start” video, which more likely to claim this empowerment, despite being started out online before being deployed as the brand’s first- likely to note that there are more competing sources of ever national US ad, sparking robust dialogue about a very information available) complex subject along the way. • T he top sources of information most likely to drive purchase aren’t passive awareness vehicles such as traditional advertising; they’re more active engagement- driven sources like advice sought from or given by friends and family • A fter purchase, people continue to seek out relevant information from brands and friends: to stay current on features, to save money, to be better consumers – and to defect to a better alternative if their current brand doesn’t keep them engaged 5 WAYS TO BE BRAND BRILLIANT /11
  • 12. AXIOM #4 AUTHENTICITY MAKES YOU VISIBLE (THE OPPOSITE IS TRUE) Instead of taking a “badge” approach to to sponsorship treat it as more of a collaboration than a sponsorships, what about a “build” approach? transaction. They don’t just tick a box and gain the “exclusive” slot for their sector. They look for the authentic intersection of It’s a safe bet that you’ve ignored billions of dollars of poorly shared passions and values for the property, the fans and their spent sponsorship dollars. You didn’t do it maliciously. It’s just own brand, and build from there. that there are far too many brands that spend richly for the right to display their logo as a badge atop properties that Ultimately, authenticity is very hard to ignore. Love it or hate it, aren’t really authentically connected to who they are. it does get noticed. Sadly, the opposite is also true. The brands that take this “badge” approach to sponsorship are very easy to ignore (and it’s an expensive oversight). Brands that take a “build” approach to sponsorship are braver. Possibly they invent something that doesn’t exist that’s needed in the community – a need that they can uniquely fill. They see a white space for an experience that would be valued – and they fill that space by creating an experience that’s new, that’s their own. At best, this unique experience shines a spotlight on the unique value they offer customers. For example, Chevy received high marks at SXSW 2012 for providing attendees a service that was truly needed – free rides around Austin during the frenetic and crowded conference – and that also showcased its vehicles in a very compelling, engaging way (see Axiom 1). But even if they’re signing on to an existing property instead of creating their own, brands that take a “build” approach 5 WAYS TO BE BRAND BRILLIANT /12
  • 13. AXIOM #5 PEOPLE POWER MARKETING To fuel effective marketing, you need to “brand2everyone” We often say it’s time to stop thinking “B2C” versus “B2B” To name just one example, there’s a lot of talk about “shopper and start thinking “B2E”: brand to everyone. That’s because marketing” right now. People – a company’s own staff, their people don’t think of themselves under the rubric of a category: salespeople, their customer service, their retail or channel they just want to know who you are, what you stand for partners’ employees – have a role in helping shoppers make and how you can help them. It’s true of end users, it’s true the right choice at the moment of truth. of business audiences and it’s true of the people that deliver brands and products to customers. All of them expect Our own research with consumers in Brazil, China, India and marketers to give them their very best pitch. In that sense, the US showed that over half (51%) of people say they change everyone is a consumer. their minds when they arrive in-store, already prepared to buy a product. A stunning 62% of the time they change their Unfortunately not all audiences are treated as equals. Internal minds not because of price but because of interactions with audiences – staff, salespeople, customer service, retail or staff in-store or information they receive in the store. It’s worth channel partners’ employees – are often an afterthought or not repeating: more often than not, the in-store experience trumps thought of at all. We think they’re fundamental, because their price in swaying customers from one brand to another. behaviors influence purchase – in ways that may be visible or invisible, but are always meaningful to the business. 5 WAYS TO BE BRAND BRILLIANT /13
  • 14. AXIOM #5 PEOPLE POWER MARKETING How can brands maximize the opportunity to engage people With all our understandable excitement about technology to deliver a great brand experience? As a start, they can and media platforms today, we tend to forget that a lot of the prioritize programs that prioritize internal and business marketing that matters is actually delivered or influenced by audiences. They can also elevate the content, design and people. The better marketers can equip people to influence marketing savvy for these campaigns: if brands expect their other people, the more successful they’ll be. retail partners’ staff to get excited about their products, they have to work to make their products exciting (just like they do in their consumer advertising). 5 WAYS TO BE BRAND BRILLIANT /14
  • 15. THIS IS JUST PART OF THE CONVERSATION. HERE ARE A CONTACT FEW WAYS TO Liz Bigham +1 212 401 7212 TALK liz_bigham@jackmorton.com Tweet: @jackmorton Join the dialogue on Facebook TO Comment on our blog about brands and experiences PAST ARTICLES New Realities 2012: Consumer Research Read now JACK Best Experience Brands: A Global Study Read now Experience Brands and the New Engagement Model: Research Read now
  • 16. JACK MORTON WORLDWIDE IS A GLOBAL BRAND EXPERIENCE AGENCY WITH OFFICES ON FIVE CONTINENTS. OUR AGENCY CULTURE PROMOTES BREAKTHROUGH IDEAS ABOUT HOW EXPERIENCES CONNECT BRANDS AND PEOPLE – IN PERSON, ONLINE, AT RETAIL AND THROUGH THE POWER OF DIGITAL AND WORD OF MOUTH INFLUENCE. WE WORK WITH BOTH BTOC AND BTOB CLIENTS TO CREATE POWERFUL AND EFFECTIVE EXPERIENCES THAT ENGAGE CUSTOMERS AND CONSUMERS, LAUNCH PRODUCTS, ALIGN EMPLOYEES AND BUILD STRONG EXPERIENCE BRANDS. RANKED AT THE TOP OF OUR FIELD, WE’VE EARNED OVER 40 AWARDS FOR CREATIVITY, EXECUTION AND EFFECTIVENESS LAST YEAR, INCLUDING BEST NEW PRODUCT INTRO, BEST MEDIA EVENT AND EMPLOYEE CAMPAIGN OF THE YEAR. JACK MORTON IS PART OF THE INTERPUBLIC GROUP OF COMPANIES, INC. (NYSE: IPG). © Jack Morton Worldwide 2012