Tuesday, December 29, 2009

2010 - Focus on Achievement, Not Labels


What will define success in the new decade?

What will your customers, your supporters, your brand evangelists be thinking about you and your company in the next few months and years?

Before the Great Recession of 2009, brand development evolved into a near-theology, with the high priests of brand management touting what branding meant to customers, how they did or didn't develop an intimate relationship with your "brand," how PMS colors influenced consumer choice, where logic and reason were replaced by intangible emotions, and on and on. We heard endless cute little ad agency creations about "brand villages," "brand teams, "customer creation," "brand essence," and other well-meaning labels that at the end of the day are just that: labels.

Brand does have a definite place in marketing, but we often tend to forget one critical fact: the brand of whatever you're selling exists ONLY in the mind of the consumer or target audience. Not in the ad. Not in the e-mail. Not in the TV spot. Not on the magazine cover.

Sure, these things all appeal to targets, and great care needs to be given as to how they attract and entice and deliver a consistent message.

But as a new decade dawns, how can we avoid bogus brand thinking?

Here are a few thoughts for your consideration:


  • Everyone (personal or corporate) has a brand, whether you want one or not.

  • Brands as they exist in your target audience's mental space are experiential. Brands must be transparent and honest.

  • If a customer has a bad experience with you or your product/service, that's a major part of your brand -- that includes how your receptionist answers the phone.

  • If a customer has a great experience with you or your product/service, they may well transform into a brand evangelist for you. In that case, as Seth Godin wisely advises, figure out how to give that customer a megaphone.

  • In the "new normal" of 2010, every customer interaction is a new business opportunity. Customers need to be reminded that you're supplying great work, great products or great service.

  • If price is the key consumption decision criteria, brand is irrelevant. If you're in a commodity vertical, get over it. Putting money into brand development isn't going to help you. Trying to differentiate a true commodity is nothing short of welfare for ad agencies.

  • If price isn't the key decision point, then brand becomes very important. At this point, it's not about great creative (although that definitely helps). It's about content.

  • David Oglivy used to emphasize in the 1960s and 1970s that content was king. Today that's more true than ever before.

  • Your customers aren't idiots. If you treat them like idiots, they'll find an alternative. And they'll likely turn into a negative brand evangelist so far as you're concerned.

  • If you let your customers define what they regard as an exceptional experience and then focus on delivering that, your brand will rise head and shoulders above your competition.

  • Truth and honesty beats a handful of ad awards and a full reel every time.

  • As you look at your 2010 strategic plan, look for where you actually reward your customers for doing business with you. Can't find a "reward point?" Put several in.

How do you achieve success in the "new normal?" Reward your customers. Toss out the labels. Deliver on your promises.





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