Posts tagged "customer experience"

Relevancy drives business growth

Relevancy is Key to Your Brand’s Traction

September 30th, 2021 Posted by Brand Design, brand marketing, brand messaging, Brand preference, brand strategy, Category Design, change, consumer behavior, Consumer insight, Customer Experience, Emotional relevance, engagement, Healthy Living, Higher Purpose, Social proof, storytelling, Strategic Planning 0 comments on “Relevancy is Key to Your Brand’s Traction”

Strengthening your cultural connections is vital to sustainable growth

Why does brand relevance matter so greatly to your 2022 business results? Because it is within relevancy’s sphere of influence that consumers discover both their interest in your brand and a reason to buy. You may believe your product stands resolutely on its own merits – formulation and attributes and all. To a degree it certainly does, however your brand doesn’t exist in a vacuum.

Powerful external forces are at work driving consumer behaviors and preferences. More than ever, people are influenced by:

  • What is popular
  • What is socially agree-able
  • What is on trend culturally

Where does your brand sit in relationship to popular food culture? Current issues and values pressing on the food industry’s future? Brand relevancy is connected to and associated with current culture cues and the symbolism that surrounds it.

Here is our guide to relevance and connection

Brand relationships continue to look more and more like those of the human variety. You are no longer just selling a product. You are marketing deeper meaning, values and beliefs attached to strong cultural influences. Better connections here help more salient brands rise while others less present in these shifting conditions may experience a corresponding decline in their value proposition.

Is your brand engaging in the world around it?

We are witnessing a profound sea change in the path to purchase as consumers look to brands for trusted sustainability stories and tangible efforts to address heightened awareness of a relationship between food/beverage choices and climate impact. Health, wellness and sustainability are key associations for modern food, beverage and lifestyle culture trends.

Is your brand viewed as a positive influence?

What specific actions, policies, behaviors, standards and commitments is your brand making to be at the forefront of these key issues that now dominate the cultural conversation? Is your brand voice up to date, participating in this discourse with credibility and referencing tangible efforts to meet wellness and sustainability expectations?

Is your brand a contributor to users’ lives?

As stated earlier, brand relationships look a lot these days like interactions we have with the people we care about. Thus, why enlightened marketers understand their future is founded on reciprocity. Brands must make a real effort to help consumers overcome barriers, succeed and grow on their life journeys. How is your brand operating as a coach and guide to help users achieve their passions and desires?

Designing for enhanced relevance

Relevancy is achieved through a creative, appealing mix of attitude, behaviors (actions speak louder than words) and appearance. What’s required here is an innovative reappraisal of your brand identity, visuals, voice, actions and symbolism that should be in sync with the cultural dialogue going on right now.

Your brand is the fabric and tether to deeper meaning that provides consumers with an anchor of belief and emotional resonance. Here’s the mix of ingredients that help you dial in brand relevance.

  • How your brand interacts with popular culture – Your strategic game plan
  • Articulating what your brand stands for – Your values and beliefs
  • Why your brand exists – Defining your brand Higher Purpose
  • Engaging where your users spend their time – Your interactions with their micro-communities of influence

Here are three steps you can take right now to bring this thinking to your strategic plans.

  1. Consumer lifestyle insight

You’re interacting with humans not data points. What do you understand about their lifestyle aspirations, needs, wants and concerns? If sustainability is a cultural imperative now, do you know what areas of sustainability readiness they care about the most? Without a foundation of insight into their lives, it’s nearly impossible to find alignment and relevance with who they are, what they want and what they believe.

2. The customer experience journey

Based on a more granular understanding of your users’ aspirations, how should your brand promise and value proposition best be packaged and delivered to meet those needs? Are you monitoring social channels to assess how they’re interacting with you and engaging in your community? First party data is the best resource for reliable understanding of their behaviors.

3. Creative thinking around your future

Based on deep insights into your consumer base and their unmet needs, what new categories can your brand credibly operate in to help solve more problems and cultivate a deeper, more valuable relationship? What new touchpoints can you activate to engage consumers on their journey? Finally, what new tools can you deploy to deliver on the promises you’ve made?

  • Legacy brands can improve their relevance by refreshing and restaging their brand positioning and building connections to current cultural symbols and aligned business behaviors.
  • New and emerging brands can embed this thinking into their go-to-market strategies and the brand narrative they are building.

Once you understand how status and aspiration are defined by your user base, you can go to work finding connections and building trust. Perhaps the most important sea change in our culture is a move towards how consumption decisions impact the world and community around us. It is no longer just what’s good for me, the decision is now also about what’s good for society and for the future world people want to live in.

Emergent is a trend watching, culture defining organization of brand building experts and communications architects. We can help you dial in relevance and gain traction while leveraging the powerful forces of cultural change that influence what people want. The outcome is traction, engagement, relevance, value and business growth.

Use this link to request a complimentary “culture impact assessment” of your category.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Principles of Brand Higher Purpose

What Marketers Keep Missing about Higher Purpose

August 24th, 2021 Posted by brand marketing, brand messaging, brand strategy, Brand trust, Customer Experience, Customer Journey Map, Higher Purpose, storytelling, Transformation, Validation 0 comments on “What Marketers Keep Missing about Higher Purpose”

Why are brands getting it wrong more often than right?

Brand Higher Purpose is a vital strategic concept that will inform the success of modern relevant and growing businesses. Surprisingly, we discover it is frequently misappropriated or left unattended. Why? Brands can be held captive by strategies handcuffed to transactional thinking that intentionally or not, views consumers as merely walking wallets. This, however, occurs at a time when brand trust is at an all-time low. Facts are, the dynamic of how consumers relate to brands has moved on to a more enlightened relationship-based approach founded on reciprocity and mutual self-interest. Yet many brands are still operating on CPG marketing principles that are 30 years old.

What is Higher Purpose exactly and how do you deploy it to build your brand and business? We unpack the DNA of Higher Purpose best practices here.

The Foundation of Higher Purpose

Cultural changes are among the most important bellwether conditions brands must constantly study to remain vital and resonant to users. It’s why the Emerging Trends Report exists. Yet this important cultural sea change impacting food, beverage, lifestyle and related retail categories has languished in a backwater of misinterpretation. While Higher Purpose is a priority marketing asset, it is an all-too frequently underleveraged strategy.

The current era of purpose-built branding was presaged in a 2017 landmark study on food and beverage purchase behaviors authored by Deloitte Consulting and the Food Marketing Institute (rebranded now as Food Industry Association). Their report quantified and qualified what Emergent was already reporting: a seismic shift in consumer preferences and behaviors on the path to purchase. For decades, taste, price and convenience were the dominant consumer purchase motivators for food and beverage brands. This condition helped perpetuate the magnetic hold of large cap legacy brands that were inherently terrific at consistency and mass media awareness-building over time.

As issues and values began to hold sway over consumer preferences, we saw these new attributes surpass the historic patterns of buying motivation. The Deloitte/FMI study revealed that transparency, health and wellness, food safety, sustainability and visibility to the supply chain were eclipsing the traditional taste/price/convenience model on the path to purchase.

When issues, values and beliefs are as important, if not more so, than the product performance itself, what does that tell you? A cultural change has taken root and with it the advancement of purpose-built branding now supported with actionable consumer insight data. Yet still this strategic construct remains frustratingly anemic – rather than executed with skill and authenticity.

When brand purpose is defined as an unselfish, human-relevant purpose, great things can happen!

Higher Purpose is different than the transactional model that has dominated CPG and retail marketing plans for decades. It presents us with a more human-like path to brand building founded on reciprocity and contributing to the growth, welfare and quality of life of the people brands exist to serve.

To gain context, let’s first describe what Brand Higher Purpose is NOT:

  • Philanthropy or “cause” marketing
  • Another word for ESG commitments
  • A mission statement
  • A brand positioning
  • A campaign tagline or theme
  • Code for better PR strategies
  • Issues management

Brand Higher Purpose is founded in deep consumer insights about the lifestyle needs, aspirations and concerns that govern the lives of a brand’s best users. It is in this understanding that brand Purpose can be authentically defined and brought to life.

Two key issues to examine:

  • Your users want more from you than your good product. Are you prepared to give them the ‘more’ they seek and add deeper meaning to what your business stands for, does and works to accomplish for your users’ greater good?
  • If your brand value proposition is linked to your best users’ beliefs and values, and in the spirit of reciprocity – how would that impact your business operations and behaviors?

The three primary components of Higher Purpose creation:

  • Why your company exists, in the context of insight to your core users’ beliefs, values and aspirations.
  • How your company delivers on its why (purpose) through tools and strategies designed to bring your purpose to life.
  • What business are you really in based on your purpose, and how does that impact your operations, policies, standards, in-market behaviors and marketing?

Imagine the food retailer that determines it is in business to fully support the health, wellbeing and culinary creativity of its core shoppers. What tools and strategies would it deploy to bring this to life in education, product assortment and in-store communication and experiences?

Knowing this, what business is the retailer really in – knowing that the customer relationship is deeper than merely selling at velocity bags, cans and boxes off shelves?

Think of the impact this has on brand voice and meaning. What happens when the brand’s values and beliefs fully align with what consumers care about and aspire to become? What happens when a pet food brand determines it is in the pet lifestyle enablement business rather than selling high quality kibble and canned meals? It opens an entirely new conversation with consumers based on brand as partner, coach and guide on their pet parenting journey.

This is where relevance and resonance lives!

If you want to have a deeper relationship with your consumers, then imbue your brand with deeper meaning. To do this successfully the consumer must be at the center of strategic planning. Your goal is to define how the brand facilitates your consumers’ lifestyle needs and concerns.

Dove brands’ higher purpose revolves around supporting the self-esteem goals of its user base. Notice how this issue sits adjacent to but distinctly apart from the product attributes and benefits.

It’s always going to be a real, authentic, human-relevant purpose that sits above commerce!

Brand Sustainability Analysis

Emergent created a proprietary planning tool for helping clients determine the right higher purpose strategy based on brand history, strengths, consumer base, business operations and current marketing strategies.

We use this tool to define Higher Purpose for a brand and then how it will influence literally every aspect of how a company operates, creates products, innovates, treats it employees and goes to market.

If you want to learn more about the path to Higher Purpose, download a complimentary copy of our Brand Higher Purpose overview that summarizes the insights and strategies for a stronger, better and more effective brand marketing platform.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Customer experience impacts brand preference

Wondering what the #1 Priority is for Brand Selection?

July 7th, 2021 Posted by brand advocacy, brand marketing, brand strategy, consumer behavior, Consumer insight, Customer Experience, Insight, Personalization 0 comments on “Wondering what the #1 Priority is for Brand Selection?”

International survey confirms path to brand preference decision

Where should you place your bets for growth? Is it optimal product technology or top-of-mind brand awareness? While these issues remain important, they are not the number one driver of brand choice and preference according to a recent Ipsos study of 8,000 consumers in the U.S., UK, France and Germany. Read on for the reveal.

The study exposes a significant strategic weakness

The Ipsos report laid bare a decided absence of customer-centrism in how businesses operate. For all the sermonizing about the importance of consumers to brands and business growth, it is interesting that so few know the real details of their customer’s lifestyle needs, wants, aspirations and behaviors. This insight is required to build deeper brand relevance and personalization, two components of optimal strategy that surfaced from the survey conclusions.

It appears that CPG businesses, especially legacy brands, are constructed primarily around a focused model that is systemically preoccupied with product development, operations, manufacturing, distribution infrastructure, supply chain, sales/marketing and cost management of same. Appears it may be tough for an older dog to learn new tricks.

  • “Customer first” is a relatively new trend in business management, seen more often in digitally-native brands where the entire proposition was invented on the back of laser-focused consumer relevance and ongoing interactive conversation and experimentation.

Further it is more difficult for marketing to connect and engage without heartbeat-level insight into those you wish to sell to – their lives and lifestyles. Relevance in brand communication is nourished by an uncanny sense of what matters to the user’s personal aspirations and needs. “You get me” and “you help me to ________” are ultimately more important in consumer-brand relationship construction than an awesome product, which is now table-stakes on the list of consumer expectations.

Here’s where to invest if sustainable growth is a priority for you and your organization:

The survey confirmed customer experience is the number one motivator of brand selection!

  • 77% of consumers choose a brand based on positive experience.
  • 64% will avoid a brand based on a bad experience.
  • Women (66%), Millennials (70%) and GenZ (68%) are most likely to head for the exits after a bad experience.

In fact, brand switching starts to gain traction after just one bad experience. Moreover, negative experiences and unresolved issues are also catalysts for dissatisfied word-of-mouth and social channel sharing.

  • Interestingly, the fastest growing consumer cohort now is 55+ and also the most ignored, given historic brand preoccupation with wooing younger audiences. That’s leaving big business on the table!

Here’s some added texture on the survey findings

  • Consumers do research ahead of a purchase, so anticipation is higher right out of the gate.
  • They expect to receive a seamless, friction-free and positive experience with your brand.
  • Brand recognition and stellar product technology is important but not the decider.
  • Customer experience is the tipping point on brand selection decisions.
  • Failure to understand customer needs is the critical, pivotal Achilles’ heel.

U.S. consumers, especially, are looking for personalization and real-time responsiveness on their questions including chat options with a live agent not a bot. In fact, more than 40% of consumers want personalized solutions based on a granular understanding of their interests, buying behaviors, demographics and psychographics.

Retail everywhere

The study demonstrates the incredibly important opportunity brands have to add value at all touchpoints along the path to purchase, whether online or at the store. For consumers, the channel is irrelevant with respect to expectations. They believe it should be friction free, simple and helpful no matter where they purchase.

  • What’s often missing is an embedded view that customer needs and wants come first rather than the company serving its own operational quirks or self-protective policies.

With consumer /user experience being a pivotal moment on the path to purchase and repurchase, it only stands to reason it must be served with skill and intuitive judgment on addressing the customer’s wants. Thus ongoing, always-on investment in consumer insight is a required commitment to make all of this work successfully for sustainable brand growth.

If you’re looking for deeper insight and fresh strategic thinking on the path to improved consumer experience, use this link to start an informal conversation.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

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