Posts in Higher Purpose

The Bond is the Basis for Better Marketing Outcomes

January 30th, 2020 Posted by brand marketing, Brand preference, brand strategy, branded content, CMO, consumer behavior, Consumer insight, Content Marketing, Emotional relevance, Healthy lifestyle, Healthy Living, Higher Purpose, storytelling 0 comments on “The Bond is the Basis for Better Marketing Outcomes”

Missing the forest for the trees in effective communication

People crave real intimacy and authentic experiences from the brands that matter to them, but in many instances aren’t getting it.

Why not? Because marketers fail to understand the power of the bond.

Businesses are wrapped up in their technology and recipe secret sauce, extraordinary ingredient sourcing and other bits of product development magic. They become preoccupied with putting the marketing spotlight primarily on these achievements. Sound familiar?

Meanwhile, consumers unfortunately are not (and have never been) analytical creatures operating as fact-based decision-making machines. Yet many businesses still insist on presenting the evidence of choice superiority.

Doesn’t it make sense to create marketing communication that resonates, that inspires, that engages rather than broadcasting the wrong message consumers will look to avoid?

The most dramatic example of the human condition, and thus, offering a roadmap of how to re-position marketing for maximum effectiveness is…

The bond – the deep emotional connectivity people have with each other, their friends and family and their pets. When we separate out what really matters in life, the centrifuge of priorities reveals that relationships bubble to the top. But what are relationships really a living example of?

  • Trust
  • Emotional connection
  • Empathy
  • Unselfishness
  • Commitment
  • Inspiration
  • Shared purpose or experience
  • Motivation for investment in relationships

Imagine for a moment a brand being able to embrace these characteristics and operate with human qualities. How would this transform business behavior, marketing outreach, messaging and the planning that occurs around these key strategic endeavors?

Pet food is an iconic example of often analytical selling strategies leading the marketing chin at retail and in media. On any given day we find extraordinary products, made with great care and attention to nutritional quality, that present arguments based on protein levels or production capabilities designed to help maintain nutritional density.

All worthy endeavors to a one. But each fail to fully grasp the incredible bond that is driving the purchase of high-quality pet diets.

In this example, the hero of the marketing story is the pet parent and their pet. The underlying premise is the lifestyle and relationship that serves as the basis for purchase decisions. When the story telling acknowledges the emotional connectivity, the desire to express love in the form of a healthier diet, we find a treasure trove of opportunity to genuinely connect.

In human food and beverage or lifestyle categories the same principles are at work. People care about their health and wellness. They have discovered that what they ingest and how they live have a direct connection to their quality of life. Imagine for a moment engaging them on their journey as an expert guide and enabler of what they want to achieve.

Right there is the grist for a more effective and powerful form of communication that touches the heart as much as the head. This sense of higher purpose in the marketing relationship leads with ‘other centeredness’ that empathizes with the struggles and challenges people have in their daily lives.

When consumers can ‘see’ themselves in the marketing, that’s when the magic actually begins. It sounds counterintuitive to how marketing has coalesced solely around product features and benefits for a generation – because it is.

The world is different now as consumers are in control and masters of leaving the stage when marketing is self-promotional, unemotional and intentionally makes the brand the hero of the story.

Path to marketing victory

Brands are often sitting on a mountain of storytelling fuel in the personal stories of challenge and change experienced by their users. Bringing these great stories to life offers honest and trusted proof of performance, emotion, belief and transformation. It takes great skill to assemble powerful stories but just like a compelling movie script, the premise of the story is bound up in people and their unrelenting desire for improvement and overcoming roadblocks on life’s journey.

The key ingredients in activating the relationship bonds as a litmus test for marketing message strength:

  • Recognize the importance and characteristics of bonds in your own personal experience, how they operate and why they matter. This will help inform the thinking.
  • Decide the business exists to improve lives and actively participate in helping consumers solve the challenges they face.
  • Articulate the problem or challenge the brand can solve in context of the consumers journey, desires and needs.
  • Demonstrate the solution through the anecdotal stories of real people and how their lives have improved or changed.
  • Employ emotion in how these stories are told. Language matters. Words matter, so be judicious in how the message is constructed.
  • Most of all be vigilant about staying away from the traps of self-promotion. Analytical arguments that fail to recognize the consumer will also fail to engage them, when they can’t find themselves in the storytelling.

This is truly is a game of inches, and so we acknowledge here the uncertainty that CEOs and CMOs may experience in designing strategies that will function correctly. No one wants to risk a misfire.

What we all want, however, are legions of enthusiastic fans that keep coming back for repeat purchases. This is attainable when the rules of engagement are followed, and the marketing is optimized to match the characteristic needs of heart-led human beings in the digital age.

We can help you work through these challenges and open a new era of consistent engagement by creating marketing the consumer wants and embraces.

Tell us about the challenge that keeps you up at night.

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.

Should a brand be more human?

January 28th, 2020 Posted by brand marketing, brand strategy, change, consumer behavior, Higher Purpose, Human behavior, Insight, Navigation, storytelling 0 comments on “Should a brand be more human?”

Flipping the paradigm of how great marketing operates

Businesses want to win in the marketplace, to serve their mission effectively and to attract more consumers to a hopefully growing community of fans. More often than not, considering the exhausting and thorough efforts made to create outstanding products, most brands absolutely deserve to win.

But ‘deserve’ and ‘win’ (and degrees of same) don’t follow any linear rules of cause and effect.

One thing stands in the way of brand success. It is a condition we see repeated over and over again; a common problem that subtly works to wedge distance between consumers and a brand’s marketing efforts.

It is entirely unintentional but occurs nonetheless all-too frequently because of an inconspicuous trap. All of the efforts made to create great products draw marketers to conclude the focus of their communication outreach is, and should be, about themselves, the brand and its superior features.

The villain in this unfolding story of marketing misfires is a form of self-interest driven promotion. Basking in its own well-deserved reflection, the brand casts itself as the hero and the focus of its storytelling, unaware that in doing so they’ve already lost the consumer.

  • Every human being wakes up every day believing THEY are the hero in their own life story. Consumers are not drawn to brands that present themselves as the hero and in effect compete with them for that role. Instead consumers continue on their journey looking for a guide to help solve the challenges and problems they endure.

For years Emergent has toiled in the messaging fields, writing, deploying, researching, questioning and evaluating various approaches to building better brand communication and content. We’ve learned what works and what doesn’t. We understand the impacts of cultural shifts on how consumers will or won’t engage with brands.

CEOs and CMOs wrestle with confidence over the outcomes and effectiveness of marketing investments, looking for reassurance the brand is indeed engaging its audience fully. This occurs at a time when consumers have become masters of successfully avoiding anything that looks like overt marketing. We understand this frustration and share the concern that effectiveness is the bottom line.

Out of genuine respect for what we’ve been able to discern about people – how they think, function and make decisions – we have arrived at a formula that offers a consistent frame for messaging that will engage and involve consumers in the story clients should tell.

The more human brand wins

Consumers have become experts at recognizing content intended to convince and persuade even when it’s well disguised to look like independent and unbiased advice. What people want are honest relationships, built on a foundation of truth, trust and reciprocity. This can best be described as injecting favorable human qualities and voice into the marketing communication strategy. The goal to become meaningful to consumers you wish to serve.

  • What people genuinely need is help. Brands that operate as a guide and enabler of the lifestyle goals customers pursue, have an extraordinary opportunity to bypass consumer optout and gain their valuable ears.

If the brand can put the consumer ahead of its transactional goals and work intentionally to help improve their lives and the world around them, it changes the calculus. A new environment is created where consumers open themselves up to really consider the brand, engage in conversation and invest in a new relationship . …just like one would have when making a new friend in the real world.

Unpacking humanity

In human relationships, when we examine what drives great marriages, friendships and parenting, we find recurring themes of empathy, honesty, selflessness and a unique ability to be a terrific listener. So, we ask is the brand user relationship really best served when operating strictly on a seller-to-buyer basis?

Are customers only walking wallets? Is the goal only to sell and service while exacting the appropriate margin to reward investors? If this is the operating philosophy, does it cloud the marketing strategy with a reflexive tendency to favor self-promotion? Probably.

When brands acquire a view that consumers are individuals to be respected, valued and served what happens? We become obsessed with discovering the problems and challenges consumers encounter. We strive to find ways to make a difference and, in doing so, to become useful – brand as a resource not just a product source.

When the brand voice is human, conversational, less about selling and persuading and more about helping as an expert guide, we fulfill the single most important insight to improved brand engagement: the consumer is now the hero of our story and the brand is the guide.

The key operating elements of this approach are:

  • Insight to consumer lifestyle wants, needs and challenges
  • The near-term goal to determine the lifestyle ’why‘ of their repeat purchase
  • The consumer, not the brand, is always the hero of the story
  • The brand’s role is guide and expert along the path
  • Articulate the problem the consumer is trying to solve and show empathy for their concerns
  • The brand offers a plan and solution, while lighting the path to an improved life
  • A higher purpose is an integral part of this engagement approach

When we strike a human tone and simplify the message in the right context (with brand as guide) we open the door to consistent performance in marketing outreach. Yes, the words matter so it’s important to do the homework before building a messaging platform.

Importantly however, how the organization sees the customer relationship and how it casts its mission will weigh heavily on a successful outcome.

Higher purpose discovery

To that end, defining a higher purpose can be an incredibly powerful route to optimizing the entire marketing and business behavior proposition. For this reason, Emergent created a process called Brand Sustainability Analysis to frame how purpose discovery is undertaken, to make sure the purpose syncs with company DNA and culture.

We can help unlock the power of higher purpose to reset the customer relationship and influence the growth trajectory of your business.

Tell me more about higher purpose and building a brand with more humanity.

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.

 

 

 

 

 

 

 

 

 

Curbing the Pandemic of Brand Narcissism

December 22nd, 2019 Posted by brand marketing, brand strategy, change, consumer behavior, Consumer insight, Emotional relevance, Growth, Higher Purpose, Human behavior, Insight, storytelling, Transformation 0 comments on “Curbing the Pandemic of Brand Narcissism”

Most brand messaging misses the mark because it’s upside down.

Far too many brands and businesses are inadvertently ignoring the fundamentals of successful communication. Engagement is elusive and budgets are wasted because brand stories are either ignored or actively avoided. The misfire happens because the basic principles of how consumers respond to communication relevant to them isn’t embedded in how the brand goes to market.

Every great, powerful and engaging story needs a hero, a problem to solve, a guide, a struggle and a transformative outcome. But most of the time brands make themselves the hero of the story, focused on myopic selling of product features and benefits. Right there the disconnect occurs because consumers aren’t listening any longer to self-serving forms of brand outreach.

Brand narcissism is alive and well…

It’s a pandemic. Far too many businesses believe the marketing strategy needs to be about themselves. Conventional logic states the challenge is clearly, succinctly stating the product attributes in a persuasive (where creative weighs in) way. There was a time pre-Internet when brands controlled the flow of communication and this form of outreach was the norm.

In the digital era consumers have gained absolute control over the brand/user relationship and their ability to avoid “selling” is unassailable. All it takes is a few hours of commercial interruption on TV and you are witness to the pandemic of brand narcissism that reigns over the airwaves on a daily basis. The explosion of streaming platforms that are devoid of commercial side trips is testimony to the relief consumers want from the constant drip of 30-second selling.

The secret to going from upside down to right side up

But there’s hope, and light, and resolution ahead. Together we can end the tyranny of brand narcissism and gain the eyes, ears and devotion of consumers who embrace the brands they care about and actively “join” the brand as members of a growing, engaged community.

Who is the hero of the brand story? It’s not the brand, it’s the consumer. When the brand puts the consumer at the center of strategy creation and works backwards from there, the door is opened to a potential connection. It is the consumer’s needs, pain points, problems, concerns, wants, desires and aspirations that matter most. The story begins with them and in that moment of insight we find the most important opportunity for improved brand communication and outcomes: relevance – to the consumer and their life’s journey that we are working to improve.

What is the brand’s role in the story? Every winning, successful cinematic story follows a similar path – the brand is the guide, the expert, the wizard who helps the hero learn and understand the path to transformation. Luke Skywalker had Yoda. Frodo had Gandalf. The brand is an inspiring coach in a storytelling dynamic that begins with understanding and empathy for the consumer’s interests and struggle for improvement.

Food and beverage the living example

What is it consumers are looking for from what they eat and drink? You may think it’s 25 percent less sodium or plant-based ingredients. People have connected the dots between the quality of what they ingest and the quality of their lives. What they care about is their health and wellness; the connection that has to their energy, performances and longevity.

We are all human beings and in that irrefutable condition, who desire the experience of great taste and the warmth of social interaction around the dinner table with friends and families. For some, the love of food runs deep in the kitchen where creativity, experimentation and learning are unleashed, while delivering the product of that skill as an expression of love for others in the family who will enjoy the feast they’ve prepared.

Functionally some foods may also be tools to improve exercise regimens, sports activity, assist sleep, promote brain function or the like. But it isn’t the chemistry they care about. It’s the ambitions they have for personal change and improvement. Are we talking about their journey, conflicts and desires? Is the brand a guide and coach along the way?

This works when the brand realizes the path to greatness and transformative growth is fueled by actually, actively working to improve the lives of customers. This requires a less transactional view of the relationship.

The role of higher purpose

At a recent gathering of new and emerging brands at a conference in Chicago connecting potential investors with founders, a dozen companies made their pitch to an audience of potential check writers and influencers. I was surprised that only one out of the dozen presenters talked about a higher purpose for their brand and business.

It may be popular these days to say that the vast collection of new food brands now coming to a shelf near you all begin with a mission to support sustainable agriculture, lower the carbon foot print, hydrate those around the globe without access to potable water, but we find that many have not optimized or fully discovered the higher purpose they need to embrace.

Why does this matter? Because consumers want to align themselves with brands that share similar values. People are on the hunt for deeper meaning and care, deeply, about the role beyond commerce that brands play in making the world a better place. This cannot be bolted on to the marketing plan; it needs to come from a deeper space and with greater significance that informs every decision the business makes.

The impact on brand storytelling and traction is dramatic. People want to be a part of something greater than themselves. When the brand has a real mission, there’s a reason to join the community of followers that transcends the high-quality recipe made with natural, organic ingredients.

This is harder than it looks

You can’t dial up higher purpose from central casting. You can’t simply alter the tone of your communication without understanding the consumer’s real wants and wishes. At Emergent, we employ a message mapping process designed to capture this insight and intentionally design the brand story around the connection between consumer as hero and brand as guide.

It can be hard to stop the train of brand narcissism because it feels somewhat natural to be inwardly focused. After all most businesses are organized around the herculean efforts to create a terrific product.

However, the benefits of moving to an enlightened model with the consumer at the center are significant and bring assurance that the investments made in outbound communication will indeed engage and be received.

After all, brands want confidence that the investments in marketing are optimal and perform as desired. That confidence will be realized when the outreach plan understands the vital role of reciprocity in the relationship with consumers who graciously grant their most precious asset: scarce time and attention.

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.

Learn the Five Anchors of Authenticity

December 11th, 2019 Posted by brand marketing, Brand preference, brand strategy, CMO, consumer behavior, Consumer insight, Emotional relevance, Growth, Higher Purpose, storytelling, Transparency, Validation 0 comments on “Learn the Five Anchors of Authenticity”

A required course on the path to business growth

Yes, the word authenticity may have reached cliché status given its pervasive use as a shorthand explanation of what drives best practices today in brand building. However, truth is, sea changes in consumer culture and resulting purchase behaviors foretell how vital authenticity is to create meaningful relationships between brands and their users.

  • Yet too many companies fail to make authenticity a core platform in their marketing plans, missing the opportunity for real engagement and connection they require to advance the business.

Like moving away from highly processed cheese food (fake) in favor of real natural cheese (genuine), authenticity has much to do with the yearning for belief, higher quality and a better, more meaningful and relate-able story.

This age of authenticity is fueled by a fundamental rule: consumer-centric thinking and planning is a prerequisite. In practice, this means that an organization’s –

Every decision

Every strategy

Every tactic

Every investment

must build from a continuous study and acutely deep understanding of the consumer’s needs, wants and aspirations. The consumer should sit at the heart of the business. All strategic moves emanate from insight about their concerns and interests.

“Customer first” is a long-standing axiom of the retail industry, but as obvious as it may sound, most companies live in a perpetual state of brand narcissism. Company operational and marketing behaviors reveal it’s actually all about “us” – our product features, our benefits, our new formulas, our processes sitting in service of company business objectives.

  • Today however, success springs from becoming an enabler, partner and guide on the consumer’s journey, seeking alignment with their needs and becoming a helpful resource as they work to create a better and more meaningful life.

In the absence of this sensibility, it’s no wonder that engagement with traditional marketing – that’s more often a one-way selling monologue  – is rejected by consumers as irrelevant to them at best – annoying to them at worst.

Authenticity and curating a trusted consumer relationship

The core essence of what authentic means always springs from a less commercial and transactional view of the relationship between seller and buyer. There is a latent suspicion among most people that old-school marketing is really selling, and selling is a form of self-serving persuasion. Buyer beware.

The irony of all this is how human beings are wired to respond to messages. When the consumer is the hero of your story and the brand serves as guide to an improved life, engagement can be achieved. In the absence of this, messaging is primarily noise and ignored.

Thus, if an organization’s objective is assurance their marketing investments will secure traction and work in service of the brand’s growth, it is vital that authenticity is embraced and embedded into how the brand operates and communicates.

The future success of the business depends on it.

Here are the five anchors of authenticity that help drive consumer engagement and brand growth:

  1. Truth

Consumers are faced daily with evidence of misleading information, headlines heralding lapses in judgement and integrity; and stories of businesses operating in their own self-interest at the expense of consumer trust and confidence. An example: recently The Honest Company was outed on their absence of honesty over chemical ingredients they vowed would never be present in their products. Lawsuits have already begun. Consumers demand the truth and truth is neither conditional nor can it be diluted or violated without serious consequences.

  1. Transparency

Truth’s big sister, transparency is how trust is earned. When the curtain is raised and the door is opened to outside scrutiny of all aspects of the product creation process, the opportunity is there to engender trust. “Come see for yourselves that our words do not ring hollow, and that we indeed deliver on the promises we make. Go on, take a look – we have nothing to hide.” In the absence of trust people look for evidence they can believe in.

  1. Relevance

Who is the hero of the story told in your marketing? It’s not the brand. The customer must be the hero; their aspirations, wants and needs take precedence. When consumers see themselves in the story, they pay attention. Everything else is static. Relevance is the acid test of authenticity. It is the center of a less selfish view of the brand/user relationship. The story is always about them, and the brand’s role is Yoda (the expert guide) to Luke Skywalker.

  1. Directness

Consumers can smell traditional marketing a mile away. When the conversation is one-sided and filled with self-promotion and hyperbole, the opportunity for a frank and direct conversation is lost. Consumers run in the opposite direction because the story is no longer about them. Directness is an attribute of a trusted guide and resource. A real conversation set on how the brand solves the problems people face is direct and honest and open.

  1. Validation

In the end, consumers want to believe – but belief must be earned before trust is achieved. People no longer accept assertions and claims at face value. They look for validation of what a brand conveys from sources they respect and perceive to be honest and unbiased. This is the power of social proof and why the voices of real people talking about their experiences with the brand are so powerful. People believe their peers and outside experts before they believe what the brand itself is saying.

Have you noticed a consistent theme in here?

Trust is required for any relationship to exist and it’s hard to earn and easy to lose. The future of marketing is less about entertainment, persuasion and artifice and more about conversation and openness. The goal of every brand is to be an accepted partner on the journey to an improved, happier and healthier life.

When the brand is authentic and honest, we open the door to reciprocity. It just makes sense to put the consumer at the center of strategic planning. Once there, this insight and understanding fuels effective strategy and helps brands avoid wasting money on marketing that doesn’t connect.

Emergent has a defined process to build messaging based on these principles: an approach that eliminates guesswork and serves to draw the consumer in because they are always at the center of the story.

Can we help you build the right story? Let us know if you’d like to learn more about our unique approach to effective messaging.

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.

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.

The New 5 P’s of CPG Marketing

October 30th, 2019 Posted by Agency Services, brand marketing, change, CMO, Consumer insight, Growth, Higher Purpose, Marketing Strategy, storytelling, Transformation 0 comments on “The New 5 P’s of CPG Marketing”

Planning shifts to a set of consumer-savvy principles

During the old command, control and persuasion era of brand building, the common ground for planning coalesced around the legacy 5 P’s of marketing: product, price, promotion, place and people. Brands took charge of their destiny and managed their future progress mostly with increased advertising spending.

Now, things have dramatically changed.  Technology has:

  • Shifted control of brand engagement to consumers
  • Massively disrupted and reshaped food culture and preferences
  • Knocked down the barriers to entry for new food and beverage ideas
  • Enabled these ideas to rapidly find a market and scale
  • Allowed the small and artisanal to gain traction, and redefine what quality expectation is
  • Empowered people to share experiences and influence the trajectory of business
  • Changed the face of brand communication, now about relevance and deeper meaning
  • Exposed the inauthentic and triggered the move to greater transparency
  • Informed the growth of online communities and the role of credible influence to build trust

Perhaps the most salient example of transformation yet is the landmark 2017 Deloitte and FMI study revealing the disruption of the old taste, price and convenience purchase behavior yardsticks for food and beverage products. These legacy drivers are now eclipsed by a new set of criteria including health and wellness, transparency, visibility to the supply chain and food safety.

The primary conclusion from all of this – is the rise of consumer-centric planning based on recognition that future growth is shaped by a brand’s ability to create and hold alignment with the needs, interests, desires and concerns of their core users. For the most part, the original 5 P’s were inwardly focused on the company’s products and self-directed decisions. Now the move to consumer control requires a more enlightened view of strategic plans founded on up-close customer insight.

Here are the new 5 P’s of marketing planning:

Engagement has moved beyond the product to include other important areas of value and meaning to people.

  1. Purpose

Purchases are now symbolic of what consumers want the world to believe they think is important. Thus shared values have surfaced as a core tenet in brand preference and the consumer’s willingness to engage rather than avoid marketing outreach. Purpose isn’t philanthropy. Consumers want to attach themselves to brands that carry deeper meaning and intentionally build their business around a higher purpose that rises above transactions – focused on authentically improving the consumer’s life and the world around us.

  1. Pride

People want to be inspired by use of the brand. Purchases are not secured through analytical arguments and fact-based selling of yore. Today’ consumers arrive at their decisions from the heart not the head, based on a feeling they have in the presence of the brand. Inspiration, aspiration, desire, impact and purpose form the recipe for baking the emotional attachment people have with the brands that matter to them.

  1. Partnership

If brands now exist to improve the lives of their users and become an enabler of their aspirations, then this less self-centered approach automatically requires a measure of authentic partnership between the players. How do genuine partners operate? Reciprocity today is an important component in how brands and consumers interact with each other. As a true lifestyle partner, brands can operate as coaches and guides on the path to a healthier, happier life that people aspire to lead.

  1. Protection

Brand relationships must be built on a foundation of belief and trust. These qualities now are earned through experience and verified by sources and voices people trust. Consumers want to feel secure in the knowledge that favored brands will always have their best interests and safety at heart, and will not put them at risk either through degradations of standards or processes that put the company’s self-interest above their own.

  1. Personalization

We are awash in data about the preferences and interests of users. Brands know more about consumer preference than ever before, ushering in a new era of customization. Product offers can be tailored to the consumer’s specific needs and interests. How this condition manifests will be a key component in strategic planning in the years ahead. People will come to expect that brands understand who they are, what they care about and will deliver products that meet those needs.

Bernadette Jiwa, one of our most literate and erudite marketing minds, has an uncanny ability to distill transformative change into its most fundamental elements. Here’s how she recently expressed the relationship between brands and consumers:

“Most marketing makes the company the hero.

Most companies go to great lengths to prove that their product is better.

Most marketers’ main aim is to close the sale.

The most effective marketing makes the customer the hero.

Beloved brands show people who they can become in the presence of their product. 

The best marketers give people something to believe in, not just something to buy.”

Increasingly brand relationships are taking on the characteristics of human friendships where honesty, openness and trust are paramount. The great news in all of this is the potential reward of curating tribes of believers who “join” the brand not as buyers but as fans and followers.

Most exciting is the depth and breadth of “voice” brands can earn by moving from source of product to resource and partner. We’re no longer dependent on the artifice of paid cinematic style advertainment to encounter, inform and converse with our best customers. Instead, we now have the freedom to engage with them genuinely…authentically…you know, like people.

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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.

 

 

 

 

 

 

 

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