so, what is brand enlightenment?
TRANSCRIPT
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SO, WHAT IS BRAND ENLIGHTENMENTand can it apply to b2b?
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More and more brands are beginning to appear more
‘human-like’ in their tweets, their Instagram and their Facebook posts,
adding empathy and humour.
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In a global survey, 63% of consumers said they only buy products which appeal to their beliefs, values, or ideals.
It’s important for brands to not only be eco-conscious and socially
aware, but take action towards these beliefs too.
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Many have tried to create a shortcut to that human-feel for their brand, but really it just makes them appear to have the same virtues as their target customers.
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In fact, some have even become a kind of youth culture bandwagon-jumping brand that say culturally relevant things in order to be down with the kids.
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But, most of those have just ended up being made fun of…
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Top Tip: if don’t know what ‘on fleek’ actually means, you probably shouldn’t use it in a Tweet.
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Enlightenment isn’t trying to seem cool enough to make certain
people buy; it’s about empathy, generosity,
responsibility and the countless other virtues humans are capable of.
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Try not to just be customer-centric;
be human-centric
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This year, E4 suspended service on the day of The General Election
This aimed to encourage viewers to vote.
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The Body Shop and Lush are actively against animal testing.
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Ben & Jerry’s were involved in the
Occupy Movement.
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Audi created an App that connects stranded drivers
with Audi 4x4 drivers who could rescue them.
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These are great examples of b2c brands being empathetic, pro-active and demanding.
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But what about b2b?
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IBM has made billboards that also act as shelter from the rain, as a bench, or even as a disability ramp.
They are inspiring businesses to make useful advertisements that are honestly empathetic toward everyday real-life events, instead of just promoting their own business.
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Hubspot consistently connects with their users.
Their site provides useful training for businesses, and even at-the-ready real-life human beings who can help if you get stuck with anything!
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Skype connects businesses via video chat for free!It connects to users by centering their marketing around their conversations. They’ve recently been called the most human of tech companies by AdWeek.
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Today’s b2b buyer is also a b2c consumer:They also have beliefs, values and ideals;They also have expectations in the purchase and post-purchase journey;
They are also humans!In fact, we reckon we should just scrap B2C/B2B marketing and call it H2H (Human to Human) Communications!
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Soon, brands that want to move forward will have to start this journey to ‘enlightenment’ by taking meaningful actions towards improving both individual lives, and the world.
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Is your business enlightened?
Let us know of any b2b examples you know of that
qualify as ‘enlightened’!
we’d love to hear about them!
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Written by Emily Rose MaloneContent Executive and Copywriter @[email protected]