Posts in Emotional relevance

Transparency Is a Brand Trust Generator

November 10th, 2019 Posted by brand marketing, Brand preference, brand strategy, CMO, consumer behavior, Consumer insight, Emotional relevance, Higher Purpose, Pet food, Pet food marketing, storytelling, Transparency, Validation 0 comments on “Transparency Is a Brand Trust Generator”

Case study: How to become a truly transparent brand

The impact of the ‘always on’ digitally-enabled world we live in is an emerging consumer desire to know the backstory and details of how products are created. Not surprising when you factor in the number one lifestyle concern for people across all age segments is health and wellness. This seek-to-understand behavior is transforming the human and pet food industries.

In parallel, consumers now care deeply about the businesses’ respective mission, purpose, and authenticity – seeking to connect with brands which share their values. As a result, consumers want to understand what’s in the food they’re buying and how the company’s standards and mission are brought to life inside the products they make.

Why is this happening?

Relevance:

First, consumers have connected the dots between the quality of what they ingest and the quality of their lives. People care about the foods they’re eating – and want to know more about them. Equally true for pet food.

Belief:

Second, because of eroding, declining trust in the claims and assertions made by brands about their products – consumers are seeking objective, credible sources of information to help them make their own informed judgments.

Personally symbolic:

Third, purchases have become emblematic of what people want the outside world to believe is important to them – so they seek reassurance of high-quality ingredients, ethical standards, healthier and made sustainably.

The concept of Transparency has floated to the top as shorthand for this intense, growing desire to experience and verify what brands claim about their products.

Why this should matter to you:

Consumer trust precedes any kind of relationship and willingness to engage with a brand or product. Trust is earned, not inherently owned – and is based on intentional investments (that don’t look, smell or feel like advertising) to secure it.

If you want your marketing to be welcomed (rather than click to avoid) and believed, then trust is a fundamental requirement. Transparency provides an operable platform for how this is achieved.

What is transparency?

Being truly transparent is about openness, disclosure, access and operating in a trustworthy and forthright manner. Call it actively encouraging observation, scrutiny and reporting from outside sources.

Verifying and validating what you want others to believe about your quality and integrity commitments creates the opportunity for a meaningful conversation with consumers and stakeholders. Respect and reputation are not commodities that come along with simply existing. They are difficult to create and hard to hold onto over time.

Best practices case study: Champion Petfoods

Disclaimer: this is a platform Emergent created and brought to life for Champion after a comprehensive audit of their operations, strengths and unique company commitments.

It goes without saying the pet food industry universally demands trust from its core customers. Given the nature of the product form (ubiquitous brown kibble) pet parents are required to buy into the statements and claims made by brands concerning ingredient quality and how the food is prepared.

Driving this interest is the intense desire pet parent have to express their love for their pets through the quality of the diet provided. Engaged pet owners try as best they can to discern product labels to understand the meaning of words, phrases and insider language used in the pet food world (like meat meal).

Still, a trust gap exists between what’s claimed by brands versus what can be credibly verified.

  • According to a recent study reported in Pet Food Industry magazine, 75% of consumers are willing to switch from their current brand to one that provides more in-depth product information than what appears on the physical label. That’s up from 39% in 2016.

Champion Petfoods is at the forefront of the protein forward, meat-focused, biologically appropriate approach to what has been popularly described as ancestral diet. The company’s early success was attributed to pioneering the focus on percentages of high-quality proteins in the recipe. Champion uses comparatively high levels of fresh and raw animal meat respectful of the physiology and eating anatomy of dogs and cats.

Additionally, to deliver on their mission the company started early to invest in an extensive network of regional farms, ranches and fish supplier partnerships to provide real food ingredients, many within driving distance of their kitchens. This helps enable Champion to be fully transparent about their ingredient sources, sustainability commitments and aligned production standards for its Orijen and Acana brands.

The Champion Transparency Council

The Transparency Council platform was created by Emergent, to address consumers’ evolving need to know more, and in so doing, begin a new conversation with them that addresses their questions about ingredients and safety, nutrition and quality.

This more earnest and authentic approach – galvanized by the Council’s independence and third-party voice – manifested as a sophisticated content engine designed to cement trust and generate a more informative and engaging brand communication.

Highlights:

Emergent conducted a comprehensive recruiting effort for expert Veterinary physician members and a social media based public search for two pet parents to join the four-member Council.

Their mission:  to observe, verify and report on everything Champion does related to making pet food.

Given the significance of trust and transparency to the Council’s mission, it was critical to leverage Champion’s unique supply chain relationships, state-of-the-art kitchens and knowledgeable personnel to underscore the integrity of its stated Biologically Appropriate pet food mandate.

Outcomes:

  • The Council delivered an ongoing content creation platform that carries with it the authentic voice of outside third-party experts and pet parents, offering valuable communication that people want rather than seek to avoid.
  • Champion secured the mantle of Transparency industry leadership at a time when this is an important consideration on the path to purchase.
  • Champion went from zero to 60 quickly as an industry leading editorial voice, in part because the Council and its activity was precedent-setting and newsworthy for the industry.

Emergent Guidance:

  1. Transparency is best served with embedded credibility, using the voices of independent, third parties to report and verify what the company claims about its products.
  2. Openness is a prerequisite and underscores a perception of inclusiveness and honesty.
  3. Seeing is believing, so the deployment of third parties helps fuel an ongoing source of reporting that, over time, can evolve into a channel of helpful, useful guidance on issues and topics important to core customers.
  4. Transparency-based information is ready-made for social channel distribution and helps close the loop on what brand fans believe and say is the reason for their advocacy and brand evangelism.
  5. We have left the era of brand-voiced assertions of performance, and entered a time when trust is paramount and earning it is a requirement for success. Invoking the transparency word in a sentence isn’t nearly as powerful as backing it up with authentic behaviors and actions.

If you’re exploring the power of transparency and would like to know more details about this case study and the tactics, activation and media we deployed, let’s find a time to talk.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Importance of Brand Building to the Future of Emerging Food and Beverage Businesses

October 24th, 2019 Posted by brand marketing, brand strategy, change, CMO, consumer behavior, Consumer insight, Emerging brands, Emotional relevance, Higher Purpose 0 comments on “Importance of Brand Building to the Future of Emerging Food and Beverage Businesses”

Early priority trap – singular devotion to sales

In our interactions with emerging food and beverage brands we take note of a consistent condition between virtually all nascent businesses: a single-minded focus on sales. Certainly it makes sense especially in the earlier stages of development that founders/owners are preoccupied with securing the next account and building the pipeline.

It’s not unusual for us to see lean teams with limited bandwidths deployed in a recurring cycle of production to distribution to account selling activity. Marketing in these cases is often light on strategy – and reduced to a few tactics in the form of social media posts, periodic press releases and an occasional third-party influencer/blogger outreach.

Today we make the case for starting early to invest in brand building. In the end entrepreneurs may believe they are on earth to sell their better mousetrap, and more of it, until an exit strategy is achieved. In fact, what should also be going on here is purposeful development of the one asset that holds the valuation multiples and burnishes the customer relationship, your brand.

Why This is Important Now

People are emotional creatures who (backed by reams of scientific evidence on behavior) do NOT make fact based, rational decisions on the brands they prefer and that matter to them. The story you should be telling must be specifically packaged and presented to begin sewing the emotional fabric and connectivity to your brand and its deeper meaning. Brand purpose is not a nice to have, it’s a must have.

Simply stated: you are not selling a product but rather a feeling people have in the presence of your product. Here we’ll lay out the pathway to greater success and scale based on a more enlightened view of what’s required to make the leap to sound marketing.

Primacy of Product Experience

First, we should acknowledge that in the early stages the magic in generating trial is the very experience people have with your product. This is where the higher quality ingredients, the artisanal recipes, the more authentic production of a better tasting food or beverage gets noticed. Your brand, a virtual unknown, secures traction because it delivers on its promise of a higher quality, better for you, great taste experience.

More than at any other time in the history of food and beverage, the consumer is primed for the innovative, the new, the better-quality version of many iconic categories from chips and crackers to ice cream. Bone broth instead of soup stock. Heart healthy snack bars. Artisan peanut butter. Upscale and functional teas. Heirloom produce. Small batch you name it… the list is long and getting longer of new players summoning the efficacy of healthier ingredients and better preparations on a clean label.

Yet while the product is indeed the marketing at the front door for emerging brands, the attention to strategic brand building shouldn’t be viewed as a ‘we’ll get to it someday’ part of the operating plan. Again, for emphasis here, brand cultivation is an investment in establishing relevance and connecting with consumers who are most likely to try your brand, rather than a result of how many press releases are pushed out the door.

The Rule of Sameness

In virtually every edition of the Food Navigator newsletter you’ll find new products in launch phase. The sheer ubiquity and volume of new ideas making their way to grocery shelves or direct-to-consumer platforms is astounding. Higher quality retail outlets like Whole Foods are shopped by ‘what’s new’ hunter gatherers on the prowl for great ideas, ready to plunk down the higher price for a shot at a better product experience – at least once. I know, I’m one of them.

But the go-to-market recipe employed by more than a few reinforces a condition that exists in far too many product categories – the Rule of Sameness. Emerging brands often observe the conventions in the category they do business in and, intentionally or not, replicate behaviors that are common to the business segment. Some great decisions are made in innovative packaging but for the most part players tend to look similar on shelf. Tactics are similar. Pricing is similar. Color schemes and messaging are similar. When RX Bar decided to put “No Bull___t” on the front of their bar package, that may have done more for advancement of the business than anything else. Not that expletive is a precursor to greatness. It was just unexpected (see disruption below) and an outlier move.

Perhaps the best category on earth to observe this phenomenon of sameness would be pet food, where it runs rampant. So much so that you can interchange messaging between many brands and it would still fit. Protein percentage is now the reference standard of pet food quality.

Disruption is a Requirement

The word disruption sounds a little scary, but the principle applies here. In essence it means to zig when everyone else zags. Uniqueness and differentiation are vital components of a strong strategy and are particularly meaningful when the marketing budget looks eerily similar to your take home pay rather than something approximating the gross national product of Belize.

When every dollar invested needs to work like ten, the requirements of sound strategy comes to the front quickly. The story you tell, how it’s told, to whom, how it’s packaged and presented all matter in attempting to engage an emotional creature. Emotive language?

More often than not emerging brands lean too far into a self-reverential form of messaging that conveys ‘it’s all about me, not you’ when in fact it is all about them (consumers), all the time. How does your brand become a guide, coach and enabler of the lifestyle interests and concerns of your core user?

It is when we bathe ourselves in the customer’s lifestyle needs and aspirations that we can find the path to relevance, connection and also engagement on a modest budget. You have an uncommon product so don’t be common.

Standing out is a prerequisite because things tend to run together at retail, especially at the shelf where snap judgments are made daily. Words matter. Context is important. Emotion is key. Relevance is the bottom line that leads to success.

How do you do that? That’s why Emergent exists.

Absence of a Fully Baked Mission

We have ample evidence that consumers care about sustainable farming, about transparency, about ingredient integrity, contributing to the greater good and offering something consumers can believe in beyond the transaction.

Yet even in the midst of popular culture’s insistence that most new food brands come to the table with an embedded mission, more often than not, we find it isn’t fully baked, and in some cases tacked on like a ‘new and improved’ package violator. Successful brands today come to market with a soul. This may explain why it’s increasingly difficult for legacy brands to pivot because finding a soul is hard to do.

If the approach to building business is purely transactional, then even the messaging around a belief or mission rings hollow because consumers are marvelously adept at seeing and separating assertions from reality.

A higher purpose has to inform everything the company does from sourcing to production and how you got to market. Actions speak louder than words and offering the consumer something to believe in, matched by authentic behavior is the road to trust. Trust by the way sits at the foundation of every successful business now — and is increasingly hard to come by given the barrage of misdeeds, misrepresentations, selfishness and fractures of truth people see almost everyday.

This is why we’ve designed a specific program to help bring greater texture and definition to what higher purpose is and how it should show up in what the brand is about.

Your Brand and Emotional Connectivity

Belief, mission, purpose, essential truths and lifestyle relevance all combine as the alchemy for brand building in an age when the size of your ad budget isn’t linked to the depth of your brand franchise.

That said, it requires attention and intention to put brand building strategies into the mix early. The result is better traction, improved engagement and a quicker ascent with a story that resonates.

Convinced? We would be happy to share more of these insights, just drop me a line.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

The Impact of Higher Quality Experiences on the Future of Food

September 24th, 2019 Posted by brand marketing, Brand preference, brand strategy, branded content, consumer behavior, Consumer insight, Culinary inspiration, Culinary lifestyle, Emerging brands, Emotional relevance, food experiences, food retail strategy, Food service, Healthy lifestyle, shopper behavior 0 comments on “The Impact of Higher Quality Experiences on the Future of Food”

Once you’ve tasted an heirloom tomato you can’t go back…

For most of my adult life I have experienced a love/not love relationship with fresh tomato. The routine, ubiquitous beefsteak variety a frequent guest star that decorates the roof of a hamburger with some color. The pink flesh offers a hard, mealy somewhat bland flavor. In a salad the standard tomato as hero can be even more pronounced in its meh-ness. We hear it travels well through distribution channels and offers some shelf life. Yay.

Along comes the heirloom tomato with its erratic colors, crags, lumps and fissures to completely upend everything you think you understand about a tomato, punching your taste buds with luxurious flavor, acidity and tenderness that elevates anything it swims with. More expensive to be sure and worth every penny. Once you know this you can’t retreat to the beefsteak.

  • So it is with the continued culinary-ization of America: as higher quality food experiences forever elevate the palate and expectation of nearly everyone who eats, the baseline standard of what people want is changing with it.

Thus why strategic planning needs to address this development because as the old but very real saying goes, “times are changing and if you don’t change with them, you’re in trouble.”

What happens when the consumer is at the center of strategic planning?

If it is vital for the collective futures of food retail and food CPG companies to put the consumer at the epicenter of planning and work backwards from there, then we’re going to pay attention to cultural and behavioral shifts. The goal to sync strategies and capitalize on those insights. It is definitely not business as usual these days because the pace of change has accelerated so significantly in the last five years.

Seven observations on the changes now upon us.

The quality bar keeps rising. The impact of chefs-as-media-heroes, cooking shows, elevated corner bar food, transformation of legacy food categories with reimagined higher quality versions, and the advancement of culinary experiences at restaurants – all blend together in a perfect recipe for moving taste and quality expectations upward.

  1. Once you’ve experienced the added value of a pan reduction sauce to transform a flavor- challenged piece of chicken, you want the sauce every time.
  2. Home delivered meal kits operate as boxed culinary academies, teaching consumers about roasting techniques for vegetables, layering flavors and saucing.
  3. Higher quality ingredients and preparations now reflect the new intersection of indulgent taste and healthier. Healthy now redefined not as calorie math but the use of better quality fresh, real food ingredients, less processed and with a clean label as evidence of same.
  4. Weekends are now calendared opportunities for scratch home-cooking exploration, experiments and food adventure. Which grocery stores observe this phenomenon and move to inspire ideas, ingredient solutions, menus and culinary guidance? …More meatloaf?
  5. Maybe we’re still selling boxes, cans and bags off shelves at velocity and so there’s no time to match merchandising to the elevation of food experiences in America? Can you afford not to when disintermediating options are emerging all over the food business landscape?
  6. Restaurants are trial generators for new global flavors, cuisine exploration and realization of unique cooking techniques. Outsourced meals aren’t just about convenience on a busy night, it’s also part of the food culture milieu that’s stoking the fire of culinary excitement.
  7. Where’s the Chef de Cuisine now? He or she is a home chef operating in the kitchen looking to create, innovate and experiment with standard menus and dishes now getting an elevated makeover with layered flavors, sauces and artisanal quality ingredients.

The headline: could it be that the American home kitchen is not that far behind the restaurant kitchen, save a few thousand BTUs from the stove burner, as a place to produce distinctive flavor experiences? The answer to this query is yes. How are retailers and CPG innovators working to recognize and service this consumer? Small niche you say!? Not so fast…

In a recent report from the Hartman Group we find evidence in Compass data:

  • 39% of restaurant sourced eating occasions are efforts to lean in on the culinary skill and experience going on in the professional kitchen. Remember the quality of restaurant food keeps going up, and while doing so challenges some chain foodservice operators who are trapped in cost structures and business models that make it difficult to profitably move up.
  • 29% of at home eating occasions use cooking sauces, flavor aids, Deli prepared items, alongside higher quality produce, meat and seafood intended to replicate the restaurant experience at home.

Food culture changes are an undeniable juggernaut impacting where the ball is moving and challenging everyone to determine if they’re keeping pace with it or languishing behind.

Emergent’s guidance:

  1. Consumers want the unique, higher quality flavor experiences they find at restaurants, repurposed for them in food retail available products. Hence the emerging brand phenomena now roiling legacy CPG market shares. Consumers yearn for the surprise and delight of more innovative packaged and prepared foods.
  2. On the other side, food retail is ideally situated to sponsor artisanal exploration in cheese, baked goods, alternate proteins and cooking ingredients. Yet many find it difficult to get beyond the traditional infrastructure to position themselves in the culinary chair alongside shoppers who want more relevance and food experience in their shopping trip…and their shopping cart.

While so much preoccupation now exists with installing e-commerce platforms and digitizing the management and flow of inventory, we should not lose sight of what the consumer longs for and how we can enhance food relevance and adventure for them.

Your products and store could be a culinary Field of Dreams!

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Shared Values Signal Purchase Intent

September 14th, 2019 Posted by brand marketing, brand strategy, change, Consumer insight, Emotional relevance, Marketing Strategy, storytelling 0 comments on “Shared Values Signal Purchase Intent”

Are you speaking clearly or in Morse Code?

During World War II and prior to the U.S. entering the war, the British government working feverishly to counteract the devastating German Blitzkrieg, authorized the launch of a spy network intended to sabotage the Nazi war infrastructure. It was called the Special Operations Executive (SOE) and began training ordinary people with a passion for country and duty to become spies and saboteurs. Their principle form of communication would be Morse Code. The objective to avoid detection while operating behind enemy lines.

The cinematic stories of heroism and sacrifice are legion as SOE undertook its desperate calling to disrupt – by blowing up trains and power stations, often while hiding in plain sight. These days some brand communication starts to feel a bit like spy-savvy Morse Code. Businesses can find it hard to step away from internally-focused, self-reverential monologues and ‘us-speak’ to, instead, talk plainly and directly with people about what THEY care about. Conversation not code.

It was strong beliefs and shared values that underscored the passions and bravery of SOE operatives that drove their communication. Those same characteristics, passion of shared interests, values and connection, now mark the attitudinal changes governing how people interact with brands and make purchase decisions.

Consumer behavior research over the last five years has monitored the change to what we call ‘symbolic purchase’. As beliefs and values increasingly shape popular culture and thinking, we observe that people use their purchases to flag to others who they are and what they care about. Purchases have become posters of personal expression and are largely emblematic demonstrations people believe will telegraph to everyone what they think is important. Not in Morse Code but in real, observable terms.

What Are Your Values and Are They Aligned with your desired consumers?

You may have detected the increased importance of shared values in how consumers decide what brands and businesses matter enough to them to be granted a small portion of brain time, consideration and wallet. For many years, marketers were preoccupied with efforts to convey their, hopefully, superior product features and benefits in the firm belief that logic and rational arguments would hold sway. After all, it’s 25 percent faster than the other leading brand, right?

People have evolved, and our insight optics have improved. We know that humans are driven by heart-over-head – and that all purchases are influenced through emotional connectivity. Indeed, it is the absence of genuine connection that sits at the foundation of why some brands struggle to truly engage their customers.

This isn’t, by the way, a discussion of new media channels or digital platforms, mostly social, as a means to secure the engagement sweet spot. Failure to nail relevance can be traced back to overlooking a prerequisite to correctly mine the consumers’ continual search for deeper meaning.

What your brand says, does, how it behaves and the many signals it broadcasts (some intentional and some simply reflected by actions – which always speak louder than words) either reveals shared values or it doesn’t. And as such, it will resonate and motivate people to want to interact with and purchase your brand or it won’t. This is in some ways a character issue more so than about deploying clever words and phrases.

Here’s the LitmusTest:

What do your best customers care about? And that question is not a request for evaluation of your features and benefits!

  • How do they live?
  • What do they struggle with?
  • What are their aspirations and dreams?
  • What are their concerns, wants and wishes?
  • How is your brand and business an enabler and partner in making their lives better and answering their desire for deeper meaning?

In our increasingly cynical society people have become less trusting and more skeptical. The Internet amplifies this by illuminating every misstep, mistake, scandal and recall to a replay-able loop-tape of evidence that businesses tend to look after their own self-interest. In response to this, consumers yearn to connect with brands that are built around a higher purpose, a shared value system and, frankly, a “soul” that transcends commerce.

Mining the Treasure Trove of Engagement

What an amazing opportunity for the more enlightened brand-minders who can blaze a trail to long-term connection with their users. How can we create marketing that people actually want and seek out rather than work to avoid? Having the courage to disconnect the hard-sell and instead, start talking with consumers about their interests and needs is the starting line for deeper connection.

  • For example: When the pet food company recognizes it’s not in the kibble business but in the pet care relationship and guidance business, you begin to see how the brand voice should evolve and how a bond can be nurtured. How exciting to be forging connections and conversations around the lifestyle people seek out with their four-legged family members. The specific quality of nutrition and ingredients doesn’t become unimportant. Rather, it’s what chin do you lead with – protein percentages or health and wellbeing? It’s the latter.

The great news here is the treasure trove of content engagement opportunities that can be created with an audience on the hunt for a steady diet of this material.

What is the Main Goal of Marketing?

If you simmer everything down to its core essence, the mission of marketing is trust creation. We have ample evidence that trust is an elusive commodity. It’s hard to secure it and even harder to keep it.

Trust development cannot just be a “strategy” in the marketing plan. It is an outcome of the very belief system and values we’ve been talking about here. There’s no ‘fake it till you make it’ in the trust curation department.

  • The heroic performances of SOE recruits was delivered through an out-sized commitment to their mission and higher purpose. Their calling serves as a stunning example of what’s possible when more is going on than just seeking transactions.

The irony here, is the less selfish aspects of caring about the health and wellbeing of customers and contributing to achieving their life goals, in fact, feeds the relationship that leads to transactions. Fearlessly leaning into the understanding that shared values precedes the creation of any type of affinity or loyalty.  The honest development of a real bond and relationship is where all of this begins.

One of the most exciting aspects of our work at Emergent is when a client looks for guidance in this very arena and we have the extraordinary privilege of helping define what that higher purpose looks like and how it can become an anchor for business and marketing strategy.

What’s the definition of a really big idea? It’s an idea that you can immediately, obviously see how it will impact the behavior of the organization from top to bottom. The beauty of landing on this understanding is the refreshing clarity it delivers to every decision around product, innovation, organization, people and very importantly, marketing that works.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

Why Trust Now Precedes All Brand Engagement

June 18th, 2019 Posted by brand marketing, Brand preference, brand strategy, consumer behavior, Consumer insight, Emotional relevance, Higher Purpose, Marketing Strategy, Pet food marketing, Transparency 0 comments on “Why Trust Now Precedes All Brand Engagement”

A storied call to embrace trust creation

Consumers continue to vote using their time, attention and spending to favor brands they trust while virtually ignoring the rest. Yet this important insight apparently hasn’t informed the daily barrage of product claim and assertion-style communication that dominates the food and beverage marketing landscape.

What’s needed is a fresh approach and new ideas that disrupt the old model of overt selling in favor of a more enlightened view of reciprocity — which works to form the proper foundation of any successful brand and consumer relationship. What’s changed? The ever-evolving consumer who shapes cultural norms and with it, expectations that impact what they find meaningful, relevant and purchase-worthy among the brands they consider.

Here’s the profound truth about what sits at the core of consumer behavior: Jerald Podair, Editor of The Rutledge History of the 20th Century United States said it succinctly, “we live in the age of disputed facts, disputed truth, personal truth, my truth and your truth.” The collective desire and yearning among people are simple – they want to know and believe they are in receipt of the truth about products and services they love.

This explains the rapid rise of transparency, product creation candor, and validation as a fundamental driver of what people require ahead of purchasing the brands that matter to them. See-for-yourself-marketing. Thus, food marketing best practices must move further away from gloss and artifice, and closer to embracing the plain-spoken credible voices of personal experience intertwined with respected expert guidance.

Survey data shows the extent of this important swing

At the recent Cannes festival celebrating the ad creative world, Edelman once again presented their annual Trust Barometer, a quantitative study focused on consumer attitudes about brands. The evidence reinforces the conclusion that trust is required for anything in marketing to function effectively.

Here’s the hard truth:

  • 73% of people actively work to avoid advertising. This is likely to increase with continued adoption of ad blocker software that makes it easy to do so.
  • 41% of people say about the marketing activity they do encounter that the communication is seldom seen as truthful.
  • 63% trust what outside third-party experts and influencers say more so than what a brand conveys on its own – what’s that tell you?

Lest this all appear to be an assault on brand communication, there’s another statistic in the report that bodes well for brands that put trust creation at the center of strategic planning.

  • 76% of consumers want and will pay attention to advertising from brands they trust. How come? Because they believe in and embrace the story as true.

The path forward: Emergent guidance

It’s important that we note the difference between trusted and not yet trusted. Brand believers want affirmation of their good decision. Believers enjoy and seek out (confirmation bias) a little positive drama and emotion connected with the community they’ve joined.

On the other hand, the unconverted require evidence and credible demonstration of the product creation backstory, disclosure of company beliefs and mission, and proof of visible actions that shine a light on the truth of what’s being conveyed.

Here are three simple steps to improved engagement and greater marketing success:

  1. What is the message?

Shameless brand self-promotion isn’t nearly as effective as aligning the brand with the consumer’s lifestyle interests and needs – and becoming an enabler of them. You have to earn trust first. Before you can sell your pet food for example, pet parents need to see how the brand helps enhance and contribute to the experiences and interests they have in their shared lifestyle and pet’s wellbeing.

  1. Who is the messenger?

For the yet-to-be-converted credibility matters. Social proof is a critical factor to help foster trust. People believe their family, friends and contemporaries first. How is the brand enabling the voices of fans to convey their experiences and to distribute content that tells their stories? Outside credible experts can also be enlisted to amplify the evidence underneath the product creation story about ingredient sourcing, standards of quality, safety and generally walking the walk.

  1. Intentionally following the path to trust

It’s important to note here this is easier said than done. It requires changing the mindset on why the company exists and what, in the larger, human, universal scope – and certainly beyond the balance sheet – is the company trying to contribute to the greater good. It requires everyone to care about the consumer’s welfare and to see the brand as contributing to their health and happiness. However, what you think and believe will inform every action. It’s hard to get away with messaging around this without addressing the company’s true higher purpose and at its foundation what it stands for.

People are very astute these days at recognizing the truthful from anything that isn’t. If your brand heart is in the right place and you’ve optimized strategies to make trust creation a top priority, there’s an opportunity to earn permission for a relationship that can drive sustainable growth.

What kind of conversation are you really having with your prospective consumers? Is trust creation a top priority around the strategic planning table?

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Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

 

 

 

 

 

Verification and validation may be the strongest marketing strategies yet

March 6th, 2019 Posted by brand marketing, Brand preference, brand strategy, Emotional relevance, Higher Purpose, Insight, Transformation, Transparency, Uncategorized, Validation 0 comments on “Verification and validation may be the strongest marketing strategies yet”

Transparency advances to gold standard for successful brand building

The value proposition of verified truth and honesty is rapidly turning into the foundation of strong marketing strategy in an era where consumers, starved of trust and belief, impose change on how brand relationships are built.

We’ve lost the signals of credibility.

Some time ago we reported on the impact of digital conditions in the marketplace and instantaneous access to anything you want to know. This manifests as ‘anything that can be known will be known’ – hence every company now resides in a glass house. This is an outcome of pervasive social and digital communication and dramatically increased scrutiny of how brands and businesses operate. Daily we are confronted with outed fraudulent practices, misinformation and less than genuine product representations, mislabeling, omissions, recalls, investigations, misrepresentations of fact, even indictments — all while messaging perceived as self-reverential brand apple-polishing and brimming with marketing hyperbole falls increasingly on deaf ears.

Toss into this milieu, everyone with a device is now a content creator…and not all content creators (or their motives) are created equally. Today’s digital platforms foster an environment where opinions look like news to our always scanning eye. And those who opine may not be professionally trained, held to or bound by time-honored journalistic practices which have protected the word-consuming public. John Kass, columnist at the Chicago Tribune recently lamented the rush-to-support style of reporting in the Jussie Smollett debacle as evidence of how journalism standards remain vital. He urged reporters to revisit the old but wise axiom of “if your mother loves you, check it out.”

Brand trust heads south.

An outcome of fractures in belief and trust is a shift away from marketing’s traditional tactic of attempted ‘persuasion.’ In this environment, when assertion-based claims are deployed it can breed further contempt. People aren’t buying any of it.

The unintended consequence of always on 24/7 availability of everything about everyone is the rapid spread of information chronicling corporate misfires. The steady drumbeat of ‘caught in the act’ misdeeds subtracts from the consumer’s willingness to trust any voice driven by a profit motive.

  1. In a recent global research study of some 350,000 consumers HAVAS advertising found that consumers would not shed a tear if 77% of the world’s brands were to disappear. So much for the millions invested in building brand equity. If the brand becomes a less relevant commodity in the consumer’s eyes, there’s no deeper meaning or relationship there to be had.

 

  1. Further 58% of advertising and promotion for the world’s 1,800 leading brands is seen as irrelevant. If the communication isn’t constructed around what’s important to the consumer, and is more about the brand’s self-reverential promotion, the disconnect is already embedded in the communications strategy.

 

  1. Of note, brands that are considered truly meaningful to people soared over other businesses on overall impression, purchase intent, advocacy and justification for premium pricing. Meaning, values and purpose are fundamental to earning permission for a relationship. Does a brand have a soul? Apparently one is needed. Those without risk dying on the shelf.

The study concludes: usefulness and delivering on what you say you are may be more important than anything else. What does that tell you? Demonstratingcredibility and taking actions to earn trust are prerequisites to engagement. Transparency is an important path to proven authenticity and belief.

  • The value proposition for truth and honesty goes up daily in proportion to the growing weariness over evidence that some brands operate selfishly at best and dishonestly at worst. What consumers want are brands that listen; that make a priority of working overtime to be relevant and engaged in their lifestyle aspirations. Consumers are resonating to brands that have a soul, stand for something greater than themselves, and see the value of integrity standards and faithfulness to more human values.

There’s equity and opportunity in operating openly. What does the alchemy of advantage look like when the formerly powerful rules of brand command and control that once governed how to go to market no longer apply?

Credible proof in the form of verified and validated claims

Several years ago we were helping a client (Schuman Cheese) in the cheese industry to mitigate rampant fraud, adulteration and mislabeling in their category. A significant percentage of the Italian cheese business in the U.S. was adulterated with lesser ingredients to protect profit margins. To help solve the challenge, we developed and launched the first trust mark in the cheese industry. The True Cheese seal we created would appear on product packaging to signal the product inside meets or exceeds the standard of identify for the type of cheese, and that the ingredient label is indeed truthful.

Outside testing of products bearing the seal would be done randomly and unannounced by sampling retail products from store shelves – the same products consumers buy. Tests performed by a respected outside third-party laboratory confirmed adherence to the code of Federal regulation and findings were published.

When we launched it was a big media story – about fake Parmesan cheese – that went viral in 72 hours and got sufficient traction in popular culture to prompt the Late Show with Stephen Colbert to feature an entire segment on the adulterated Parmesan cheese development.

Important to note that retailers resonated to the verified trust approach and believed they were better off to stock the real thing than take chances with something that might not be.

What’s the story you’re telling?

Consumers want the truth but understandably are reticent to accept company assertions at face value. Hence the incredible surge of interest in Transparency.

Being transparent means you allow consumers to observe for themselves what goes on behind the corporate curtain in product creation and ingredient sourcing.

Trust marks and seals are shorthand for validation. Standards and testing organizations like NSF.org are gaining traction as companies in food, beverage and lifestyle categories increasingly look for ways to credibly prove the quality story embedded in their products.

Recently Organic Valley and Maple Hill jointly announced the “Certified Grass-Fed Organic Livestock Program” to address misleading labeling in the grass-fed dairy products marketplace. The program, unlike others in the organic category, requires a full supply chain verification before qualifying to use the mark.

The strategic linkage in these validation programs and others we predict will come, is recognition that trust is vital to consumers and that assertions aren’t good enough to secure belief. Transparency’s call for openness and clarity, for access and demonstration to be brought to life through various techniques aimed at letting consumers, experts and media in the tent to see for themselves what brands hope they will recognize as truth.

Blockchain to digitize honesty

Perhaps the most significant development to come in the quest for verifiable trust is the advancement of digital solutions that are essentially tamperproof. Blockchain’s great promise is digital ledgers and contracts supported by the deployment of sensors and scanners — and backed by algorithms that monitor and validate every step from the soil to the store. Truth tech that will prove the tomato’s organic and heirloom heritage, its cultivation and harvest, its safe handling and freshness from the ground to store shelf.

Imagine the marketing opportunity that awaits for digitally verified trust… Emergent is following the development of Blockchain technology and is studying its evolution as we seek to stay ahead of Transparency strategies for our clients.

Where are you on the curve to provide these proof points in your marketing strategy?

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

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