Your brand? OUR BRAND. Branding in the Era of the Empowered Consumer

Eric Weaver | Tribal DDB 10/27/09

Tonight ◼  Definitions and realities ◼  Four cultural changes that have turned the world upside-down ◼  Trust and its impact on revenue ◼  Rethinking the brand in terms of trust ◼  Social media branding makeovers ◼  Final thoughts/Q&A

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Definitions and realities less than a minute ago - Comment - Like

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Branding: so much confusion. Many definitions: is it identity? Experience? Advertising? Gut feeling? A promise? October 21 at 6:31pm - Comment - Like - See Wall-to-Wall

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Slight prob: suggesting any expense of time/money that does not support a quarterly earnings goal is often political suicide. October 21 at 6:32pm - Comment - Like - See Wall-to-Wall

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The process of crafting a unique value proposition for reception (& now interaction) w/one’s market. Have to go to mkt with something. October 21 at 6:33pm - Comment - Like - See Wall-to-Wall

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Old-school control of brand, msg is a bit like controlling gossip. You may “steer” it but really, that’s about it. O.M.G. Did u see that tagline? October 21 at 6:34pm - Comment - Like - See Wall-to-Wall

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2:57 PM Oct 21 from PowerPoint

Why? BOOMERS = propriety. Trained in formalities, don’t offend, guarded means safe, not so great with “random.” Suit & tie = trust.

2:57PM Oct 21 from PowerPoint

GENS X&Y = affinity. Formalities ignored, sharing means finding, tech is easy, random is life. Consider your lens. Suit & tie = distrust.

In fact, 66% of customer touchpoints ABOUT YOU are now CUSTOMER GENERATED

(McKinsey Quarterly, June 2009)

6:35 PM Oct 21 from PowerPoint

And it’s not only consumers who are creating touchpoints. 6:39 PM Oct 21 from PowerPoint

THE REALITY: your brand is now our brand. Brands must consider implications of social media. And that’s why it’s more important than ever. 6:40 PM Oct 21 from PowerPoint

Let’s look at the business of promoting a brand. less than a minute ago - Comment - Like

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6:41 PM Oct 21 from PowerPoint

Outbound mktg is a $1TT machine. Each niche = a full industry. We're rewarded for storytelling/ intrusion/repetition. Unchanged in 150 yrs.

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Our customers, however, have changed. Maybe a lot, LOLZ. 6:42PM Oct 21from TwitterBerry

6:45 PM Oct 21 from PowerPoint

Commercialism starting to smell like self-interest. Consumers flee to social netwks where they could connect w/like minds, pitch-free.

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The waning Outbound Voice: RT @TNSMedia Intelligence US ad spend plunges 14.2%; only online posts growth. 6:52 PM Oct 21 from PowerPoint

Four major cultural changes are killing the outbound model and amplifying dialogue. less than a minute ago - Comment - Like

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CHANGE #1: trust has fallen off a cliff. (RT @edelman) 6:55 PM Oct 21 from Edelman Trust Barometer

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RT @edelman: “banks, automotives, media and insurance hit hardest in US.” Wonder abt schools,

cops, doctors (societal pillars) 6:56 PM Oct 21 from from Edelman Trust Barometer

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CHANGE #2: time starvation, micro-niche interests, endlessly-customizable media options, expecting free information 6:59 PM Oct 21 from PowerPoint

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#SEARCH: people, products, info, media I care abt; #EXPRESSION via blogs, opinion sites, ratings; #SHARING what we like, or hate About a minute ago - Comment - Like

Generally, consumers don’t need advertising, marketing or PR (#TimeToRethink)

7:00 PM Oct 21 from PowerPoint

MARKETERS

MEDIA

EMPLOYEES

CUSTOMERS BLOGGERS

TRADE ORGS

INVESTORS

ANALYSTS

GOVERNMENT

CHANGE #3: THE NEW

CACOPHONY.

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CHANGE #4: people turn to PEERS when risk is high, more choices to review, less time for research. #remarkable 7:04 PM Oct 21 from PowerPoint

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Most credible ppl giving me company/product info? 47% believe in PEERS. 13% trust marketers. #wakeupcall #outboundvoice 7:05 PM Oct 21 from 2009 Edelman Trust Barometer

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Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63% 25-34 share trust/distrust on the web. 7:06 PM Oct 21 from 2008 Edelman Trust Barometer

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Trust drives preference: 91% choose to buy from companies they trust, 77% refuse the distrusted. Bottom line: TRUST DRIVES TRANSACTIONS. 7:07 PM Oct 21 from 2009 Edelman Trust Barometer

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Growing revenue not abt clever, elegant, loud. Not abt tools! Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT PPL TRUSTING YOU. 7:08 PM Oct 21 from PowerPoint

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CONSUMERS WANT PROOF OF INTENT: “How much more would u trust a company for taking these actions?” 7:10 PM Oct 21 from Edelman Trust Barometer

So build a trust strategy. Where are u trusted? distrusted? Reexamine brand attribs, think thru proof points and executional steps. less than a minute ago - Comment - Like

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Look for and target ur organization’s trust soft-spots. Rebuild trust there w/proof pts. Be real. Take fodder from conspiracy theorists. 7:14 PM Oct 21 from PowerPoint

Brand zealotry: the story of jen

THE BRANDING PROCESS

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STEP 1: identify your existing brand equity WHAT’S YOUR STORY?

WHAT ARE YOUR TRAITS?

WHAT’S YOUR NOBLE PURPOSE?

Step 1: what’s your relevant story? ◼  STACY RENTON: Grew up in the Northwest, got into design at

Central. Enjoy creating elegant solutions to client problems. ◼  At 38, I’m a little older, a little wiser. Kids these days often don’t

see the value in being detail-oriented. They don’t have the interest or stamina for it. I do.

◼  Random fact: when I was a kid, I loved the look of money. My friends and I designed money, tried to recreate it. Bought Copperplate-font ink stamps. I still have those old construction paper bills.

◼  I can’t stand working for clients or in shops where it’s rush rush rush all the time. Mistakes are made. If people would chill, they’d realize that volume doesn’t always equal success.

◼  My main purpose is to help my clients’ marketing efforts look as good as they can. I’m not happy unless they are. Although high-maintenance clients drive me nuts and I’m not always nice in the face of drama or someone else’s poor planning.

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Step 1: identify your unique traits, good and bad ◼  Slow and steady ◼  Quality-focused ◼  Not into trying new things ◼  Quiet ◼  Single-threading ◼  Good at print ◼  Prefer process ◼  Open-minded to change but not great at it ◼  Committed to being green, responsible ◼  CWU grad, WA native ◼  Love illustration and handiwork, but not really focusing on it

◼  RULE OF THUMB: don’t lie, stretch the truth, or exaggerate.

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Step 1: identify your unique traits, good and bad PERSONALITY: ◼  Mellow, laid back ◼  Unassuming, not stuck up ◼  Tried and true, easy smile,

easy laugh ◼  A good listener ◼  Take things pretty seriously,

don’t really joke around much ◼  Was more of a partier back in

my youth — now I have bigger things to worry about

◼  I delight in seeing happy clients — makes me feel fulfilled

◼  Hard working — I get stuff done

PERSONA: ◼  Michelle Obama ◼  Marg Helgenberger ◼  Chris Gregoire? ◼  Others?

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STEP 2: identify the market WHO IS YOUR AUDIENCE?

WHICH OF THEM ARE THE HIGHEST VALUE?

WHAT DO THEY WANT YOU TO BE?

STEP 2: identify the market DEFINE YOUR BUYERS ◼  Marketing directors for mid-sized firms, who have designers on

staff but frequently need help (irregular income) ◼  Small businesses who need small project work or identity work

done (high maintenance) ◼  Outsourcing shops like Filter who bring me on for projects,

sometimes short, sometimes long (steady work if you can get it) ◼  A couple of firms with multi-SKU packaging efforts (fun!) ◼  Local magazines and newspapers that need illustration and like

my funky styling (joyous for me)

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STEP 2: identify the market TRIAGE: 1.  Local magazines and newspapers that need illustration and like

my funky styling (joyous for me) 2.  A couple of firms with multi-SKU packaging efforts (fun!) 3.  Outsourcing shops like Filter who bring me on for projects,

sometimes short, sometimes long (steady work if you can get it) 4.  Marketing directors for mid-sized firms, who have designers on

staff but frequently need help (irregular income) 5.  Small businesses who need small project work or identity work

done (high maintenance)

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Step 2: identify what your market is looking for MY TRAITS: ◼  Slow and steady ◼  Quality-focused ◼  Not into trying new things ◼  Quiet ◼  Single-threading ◼  Good at print ◼  Prefer process ◼  Open-minded to change but

not great at it ◼  Committed to being green ◼  CWU grad, WA native ◼  Can get annoyed with clients ◼  Love illustration & handiwork

RELEVANT MARKET DESIRES: ◼  Fast ◼  Quality-focused ◼  Dependable ◼  Low-maintenance ◼  Full attention to projects ◼  Good at all media ◼  Disliking mistakes/rework ◼  Flexible to client changes

◼  Good citizen ◼  Local knowledge, connections ◼  High customer service ◼  Custom, ownable work

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Step 3: identify your desired brand equity FIND THE “YOU” THAT SOLVES YOUR MARKET’S PROBLEMS

Step 3: identify the traits to maintain, add or delete ◼  Slow and steady (DEL) ◼  Quality-focused (KEEP) ◼  Not into trying new things (CHG) ◼  Quiet (CHG) ◼  Single-threading (CHG) ◼  Good at print (KEEP) ◼  Prefer process (CHG) ◼  Open-minded to change but not

great at it (DEL) ◼  Committed to being green

(KEEP) ◼  CWU grad, WA native (CHG) ◼  Can get annoyed with clients

(DEL)

◼  Fast (CANNOT CLAIM) ◼  Quality-focused ◼  Dependable ◼  Low-maintenance ◼  Full attention to projects ◼  Good at all media ◼  Disliking mistakes/rework ◼  Flexible to client changes

◼  Good citizen ◼  Local knowledge,

connections ◼  High customer service

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Step 3: identify the traits to maintain, add or delete KEEP: ◼  Quality-focused ◼  Good at print ◼  Committed to being green

DE-EMPHASIZE: ◼  Slow and steady ◼  Not great at change ◼  Can get annoyed

CHANGE ◼  Not into new things =

dependable ◼  Quiet = low-maintenance ◼  Single-threading = full focus

on projects ◼  Strong process = less rework ◼  CWU local = known

commodity, supplier relationships

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Step 3: identify the traits to maintain, add or delete ◼  Quality-focused ◼  Good at print ◼  Committed to being green ◼  Dependable ◼  Low-maintenance ◼  Full focus on projects ◼  Less rework ◼  Known commodity, supplier relationships

◼  RULE OF THUMB: don’t lie, twist the truth, stretch or exaggerate. Okay to rephrase truthfully.

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Step 4: prioritize traits for messaging

Step 4: prioritize traits for messaging CLIENT DISTRUST TRIGGERS: ◼  Previous designers have

flaked mid-project, blowing deadlines, or worse yet, bailing

◼  I can’t get my designer to get it right the first time (and they still bill me)

◼  I’ll look bad if I recommend someone and they fail me

◼  I want fast, cheap and good, but first and foremost, it’s gotta look fantastic. I hate paying money to get half-assed creative.

PRIORITIZE W/TRUST LENS: 1.  Dependable 2.  Quality-focused 3.  Less rework 4.  Full focus on projects 5.  Low-maintenance 6.  Good at print 7.  Committed to being green 8.  Known commodity, supplier

relationships

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Step 4: prioritize traits for messaging LET’S TALK CLIENT BENEFITS ◼  Settling with a dependable designer means less to worry

about, think about, in your busy day. ◼  Quality focus means less rework, less cost. That younger

designer might take 3 times as long due to mistakes. ◼  Full attention to projects means things don’t fall through the

cracks. No competition over your time with other clients. ◼  Quality focus means better ideas, graphic solutions; more likely

to hit a home run with management (i.e., client looks good).

POSITIONING AGAINST COMPETITION ◼  When you want it done right, you call me. ◼  Your day is insanely busy; I bring calm to the storm. ◼  I worry about the details so you don’t have to. ◼  Quality work brings peace of mind and greater career reward.

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Step 4: translating desired equity to tone & manner WHAT CREATIVE ATTRIBUTES (VOICE AND LOOK) REINFORCE THE NEW YOU?

Step 4: translating desired equity to tone & manner MESSAGING TONE: ◼  Down-to-earth yet down-to-business ◼  Positive, easy to work with ◼  Always truthful and straightforward ◼  Informal language without being flip ◼  Would never waste time or money but would still be fun to work

with

COLORS: ◼  Deeper hues that connote trust, depth, seriousness ◼  Natural ocean blues and organic greens that add life and contrast ◼  A rusty orange to add a more vivid, lively accent color

◼  Lighter contrast to appear more feminine and less

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And why is this important again? ◼  Branding provides a benchmark for a client about the promise of

you: ◼  The consistent traits that will always be there and always help them. ◼  The consistency in behavior that builds trust. ◼  And the benefits they’ll always get by choosing you.

◼  Social media means your brand will be taken into the marketplace for a continuous litmus test. ◼  Customers, competitors, friends will react to your brand, + and -.

YOU CANNOT CONTROL THIS. ◼  Your actions, others’ actions, and events out of your control will shift

your brand in various directions. ◼  As your brand “drifts,” determine what’s honest feedback worthy of a

rethink, and what warrants you trying to bring it back to center.

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Social branding makeovers less than a minute ago - Comment - Like

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BEFORE: Starbucks was slow to adopt SocMed. A company built on “community.” This was what people found. 7:17 PM Oct 21 from PowerPoint

AFTER: Proof of interest in listening to the community. 75k ideas in 6 mos. 7:18 PM Oct 21 from PowerPoint

AFTER: Starbucks demonstrates commitment to giving back through its partners 7:19 PM Oct 21 from PowerPoint

BEFORE: consumer-generated brand hate. Customer service stymied by customer service. Remember, search loves conversation and extends across time. 7:20 PM Oct 21 from PowerPoint

AFTER: customer service superstars 7:22 PM Oct 21 from PowerPoint

BEFORE: quiet branding, low relevance to new customer base. 7:23 PM Oct 21 from PowerPoint

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AFTER: trust generated, two million impressions, 2300 new accounts, $4 million happened. 7:24 PM Oct 21 from PowerPoint

OTHERS: leveraging social causes to focus conversation (and brand) on giving back. 7:25 PM Oct 21 from PowerPoint

Final thoughts less than a minute ago - Comment - Like

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Branding provides your offering (you, your company, your team, your products, etc.) with a compass point that emphasizes your differentiation, your unique value and your competitive advantage.

Social Media is your market having a voice in what it wants from you. Social media is also the way to provide proof points that build trust.

When noise is high, product choice is high and trust is low, having a strong brand that is tied directly to your business’ DNA means you will be more memorable, more noteworthy and more trusted. And trust drives transactions.

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7:28 PM Oct 21 from PowerPoint

RECAP: Rethink your entire brand and mktg approach from a prospective of trust and with a wider lens.

7:28 PM Oct 21 from PowerPoint

Build trust by being found, demonstrating your knowledge, your vision and offering proof of trustworthiness. #linkedin

7:29 PM Oct 21 from PowerPoint

Finally, use social marketing to leverage the EXISTING TRUST already established between peers, rather than buying new trust.

THANK YOU! AND QUESTIONS. me: twitter.com/weave company: tribalddb.ca slides: slideshare.net/weave