Posts tagged "storytelling"

Building the Human Brand

Building a More Human Brand

October 19th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, brand strategy, Differentiation, Emotional relevance, engagement, Growth, Higher Purpose, Human behavior, Insight, Marketing Strategy, Navigation, storytelling, Strategic Planning, Transformation 0 comments on “Building a More Human Brand”

Time to banish the old marketing playbook

Remember the good old days of command and control, interruption-style marketing and business development strategies? Consumers were viewed as “targets” to be persuaded through repetition and subtle manipulation of their emotions or pocketbook sensibilities.

Vestiges of this way of thinking remain handcuffed to far too many brands that continue pushing feature, benefit and price messages at consumers in both digital and analog channels. Thus, why engagement is increasingly hard to secure. Consumers have become serial avoiders of self-promotional brand outreach as a result. No one likes to be “sold.”

It’s time to stop, reconsider and move on to build more human-centric brands.

Think for a minute about the people you care about in your life. Your family, friends and colleagues. Those closest to you enjoy a special position of value and affection. You’re concerned about their welfare and wellbeing. You make time for them, cherish them and invest in their progress. In short, you care. You express love in words and deeds. You listen. You help. You support and respect them. Moreover, you don’t see those relationships as merely transactional.

Now think about your business behaviors and how customers are viewed and treated. Is it the same? You say well, we’re in business to sell our products. To be sure, but maybe the goal of share and volume glory follows a different path now. One that is built on a model of reciprocity that looks more and more like the valued relationships we have in real life.

Not ‘data points’, they’re human beings

What are the five things your customers want from you?

  1. Inspiration
  2. Advice
  3. Guidance
  4. Education
  5. Entertainment

We have moved from a product focus to content. Are you optimizing the brand communications arsenal for help over hype? Here are three observations that should be considered in developing human-led brand communication.

Utility over cleverness

This may be the toughest consideration of all when viewed through the lens of ad creative traditions. It has been the province of creatives in the agency game to be focused on translating a key product selling proposition into the artful headline or theme. The theory: engagement is achieved through artistic wordsmithing. An artful turn of phrase or catchy tagline is prized as an achievement on the road to being “intrusive” and therefore noticed in the vast sea of message overload.

Times have changed and while great copy is going to be a key driver of engagement, the character and content of the communication is better served through its usefulness rather than pure cleverness alone. Attention is hard to secure. The path to gaining consumer participation is better aided by providing relevant value. That means the message moves closer to serving the consumer’s role as hero of the brand story, in a narrative that is helpful and educational more than self-promotional. It’s about them not us.

Someone is better than everyone

The definition of sound strategy is making tough choices. When the intent is to be all things to all people, the outcome is mattering to no one. It is better to focus on someone rather than everyone. To do that requires sacrifice. It means you select an audience cohort closest to the center of your most ardent user base. Then zero in on what they want and care about. Prune the rest.

In our own experience this played out to great effect when former client Sargento cheese agreed to focus on a consumer segment called The Food Adventurer. This audience of cheese lovers and heavy users care deeply about the quality of ingredients they use. They love to cook, pay attention to culinary media. They are routinely engaged on topics and content that help advance their skills in the kitchen and culinary creativity. By focusing here, Sargento created an opportunity to matter to an engaged audience of food fans, rather than speaking to everyone  (usually defined as moms with kids) across the expanse of the commodity cheese marketplace.

Make a choice, narrow the focus to those who care and are therefore listening.

Inspirational beats transactional

There is a great temptation to assume if you aren’t hitting hard on the product features and benefits, then you’re not selling effectively. But the world has changed. Gaining attention isn’t a math problem of calculating media channels to frequency of message distribution. If the relationship economy is respected, then you understand that winning permission for a conversation depends on following a different set of rules.

  • Your brand voice is built around empathy and care for the passions, interests and concerns of your best customers. You understand that the role of the brand in this relationship is one of guide and coach. Your goal to help them overcome the barriers to their success and fulfillment.

Your brand becomes a source of encouragement and education. Sargento helps the home cook deliver on their passion for creativity in the kitchen. Boom – now we’re talking. Literally. Now we’re actually communicating rather than monologuing. The brand stops barking at people and begins to engage in their community and lifestyle in a useful, valuable way.

When you speak to those in your orbit that you care about, are you selling to them? Pushing self-serving messages at them? No instead you are genuinely listening and helping.

The enlightened brand building of our era begins with injecting humanity into the marketing plan by making consumers the center of it and deciding to earn a relationship based on valuable-ness.

The last word: “Every brand is now a B-corp” – Ana Andjelic, The Sociology of Business

We are in the midst of another evolutionary shift. Consumers care deeply about your values, mission and actions to address social issues like climate impact and sustainability. They care about the impact their buying decision has on the world around them. They have connected the dots between their purchases and a consequence. They want to identify and act on more sustainable choices.

You can help them do that. But be aware that substance and authenticity matter here. Your own sustainability readiness house needs to be in order before invoking solidarity with consumers on these concerns. Sustainability can’t be a message construct floating independently from policies and standards that address the company’s carbon footprint and impact on the environment. There should be clearly expressed targets and actions steps to mitigate those challenges.

Embracing sustainability is yet another way to put the brand “in league” with consumers on a culture imperative issue they care about and expect brands to be part of the solution.

All of this coalesces around one key point: when brands understand that customer relationships these days operate a lot like the kind we have with people we care about, then you understand how the brand should behave and engage in that setting. More empathy, guidance and coaching than promoting. It’s time for the more human brand.

If this guidance strikes a chord as you look towards strategic planning in the year ahead, then let’s start an informal conversation about your concerns and needs. Use this link and let’s talk.

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.

The CEO Bulletin

Trends Impacting Where Your Business is Truly Headed

October 14th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, Brand trust, Carbon footprint, change, Climate Change, climate culture, Differentiation, Emotional relevance, engagement, Greenhouse Gas, Greenwashing, Growth, Higher Purpose, storytelling, Strategic Planning, Sustainability 0 comments on “Trends Impacting Where Your Business is Truly Headed”

Early adopter behavior driving the marketplace

Emergent appreciates our growing CEO and C-suite readership. Our goal is to provide meaningful trends analysis and strategic guidance through the Emerging Trends Report. We are introducing a special series – the CEO Bulletin – intended to inspire new thinking on organization planning and strategy. Should you have a topic you’d like us to cover – drop us a note. Your comments and feedback are always welcome.

Sustainability will be the most important strategic consideration for your company in the coming year, and Higher Purpose will be a key point of differentiation that helps move your performance in the marketplace.

Here’s why.

Sustainability is no longer a tertiary, benign or merely aspirational construct. This strategic imperative is connected to the health and wellbeing of the planet on which we live. Early adopter consumers see conscientious consumption as their flag and are empowered to signal to the world around them that climate-responsible products are their first choice. Half-baked solutions and absence of Climate Footprint and Life Cycle Analysis fundamentals that guide mitigation metrics will be exposed for all to see. These influential consumers are driving expectations, preference and marketplaces.

Being responsive to their Sustainability concerns isn’t just the “right thing to do” it is a source of competitive advantage and a critical point of leverage on the path to growth in marketing, distribution and sales leadership.

  • Imagine the friction consumers are encountering right now because it’s nearly impossible to sort which product is a more sustainable choice at retail. The consumer’s priority is once again ahead of brand performance in the marketplace. Who will be first with the most? How will sustainability impact labeling and retail navigation?

When cultural changes take root, it presages larger shifts in sentiment – leading to momentum deviations that are an immutable guide to strategic investment. What should be at the forefront of your thinking now is the very real potential of ending up on the wrong side of this sea change. Not because the word sustainability is left out of your brand communication lexicon, rather because it is not fully, correctly built out, thus creating real vulnerabilities around greenwashing. People will notice, experts will weigh in, influencers will influence. There will be winners and losers in the “Sustainability Battles”.

Moreover, we have data and proof that fully realized sustainability strategies lead to share growth and sales leadership in your respective category. Why? The same rule applies here: because consumers care about it and support businesses that authentically walk the walk of climate impact mitigation alongside business strategies that clearly, emphatically support authentic sustainability practices. Consumers are watching. Early adopters are showing them what to do. This creates a steamroll effect that leads to category upheaval as smarter brands overtake the laggards and pretenders.

  • Recent research conducted by IRI and the NYU Stern Center for Sustainable Business indicates consumer uptake of sustainability marketed products has remained strong despite the Pandemic. Sustainable brands outperformed conventional alternatives across 36 categories in 2020. The segment achieved 16.8% of total purchases in a banner year for CPG sales. 

Think differently

Sustainability practices should lead business strategy and will have a profound impact on new product launch initiatives. This isn’t just a corporate commitment, it’s an anchor at the street level to differentiation, meaning and value and must be fully baked into marketing planning all the way through to execution.

  • What will your brand voice be on this? What evidence can you provide to the early adopters who know great practices from anything less than that? How is this integrated into your story and narrative? You already know that story-well-told is where all of this begins and takes root.

In a recent report at Pet Food Industry magazine, one quote-able source nailed the conditions squarely:

“Clean label will move into sustainability — how are pet food manufacturers being more conscious of the environment?” said Tammi Geiger, marketing manager U.S. for Oterra, a supplier of natural colors. “How are they producing their products so they are having a positive impact on the planet and even communities? Manufacturers will be asked by their customers to tell their production story and they will therefore put pressure on their ingredient vendors to have sustainability as a main focus. This can be a way to differentiate from other brands as well.”

Purpose is a marketplace imperative

You can see the pattern emerging. Purpose, beliefs and meaning equate to value and preference. The trouble with Purpose is you can’t bolt it on as a marketing message construct. Purpose needs to emanate from why your company exists, what you are doing to empathize with user needs  and how are you adding value to their quality of life in tangible ways.

Sustainability and higher purpose are family, joined forever in a union that showcases how people have changed, what matters and the real drivers of competitive advantage that goes way beyond the features and benefits layered into your products.

You need:

Purposeful brands

Purposeful labels

Purposeful shopping experience

Purposeful supply chain

Purposeful organization

Purposeful employee policies

Purposeful corporate soul

There is a natural tendency to lean in on technology and better mousetrap thinking. To be sure product quality and innovation are key to brand and business health. But the truth of the matter is brand beliefs, values and higher purpose matter even more on the path to success. The world has changed, and you must change with it to remain relevant and resonant.

The chin you lead with

Now more than any other time in the history of business and marketing strategy, uniqueness and differentiation are key to elevating your business above the vast degree of sameness and similarity that exist category to category, retailer to retailer.

Higher Purpose is a differentiator!

This is how your unique company DNA and value system gets wired into the brand narrative in a manner that’s own-able for your organization. It manifests in how your business operates to meet the life-journey aspirations of your customers. Note: you have to truly care about the welfare of the people you serve to make this work.

Our Brand Sustainability Analysis process is designed to optimize this requirement for the very reason it is aligned with consumer preferences and behaviors. The early adopters you encounter are the ones creating influence that drives momentum changes. What becomes popular, noticed and sought after should factor in to your strategic thinking.

  • Purpose is a center-of-bulls-eye concept that works seamlessly into the sustainability recipe as a component of business and brand value.

If fresh perspective and assessment of your sustainability and purpose bona fides would be helpful to your planning, use this link to open an informal conversation with us about your needs. We promise a thorough, complete analysis of competitive advantage at a time when consumer behaviors are changing the game around you.

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.

Sustainability drives revenue

Sustainability to Drive Brand Preference and Sales Growth

October 6th, 2021 Posted by Brand Activism, brand advocacy, Brand Design, brand messaging, Brand preference, brand strategy, Brand trust, Climatarian, Climate Change, climate culture, consumer behavior, Consumer insight, Emotional relevance, Greenhouse Gas, Higher Purpose, storytelling, Sustainability 0 comments on “Sustainability to Drive Brand Preference and Sales Growth”

Moral imperative motivating action

A cultural transformation underway now in food, beverage and lifestyle categories is having an impact on the path to purchase. Are you ready for it? Consumers are moving away from buying decisions founded entirely on evaluations of “what’s good for me” to also embracing “what’s good for the world around me.”

  • In a recent study conducted by our insight research partner Brand Experience Group, 66% of US consumers are either passionate or concerned about sustainability commitments by brands and retailers. This insight is translating into marketplace behaviors as consumers look for more sustainable solutions at retail.

A form of moral imperative is rising to the surface in how consumers view their purchasing decisions. Increasingly, consumer buying is founded in symbolism and signaling to the outside world not only their own values, but also the sustainability readiness of the brands they prefer.

Conscientious Consumption has arrived. It is a criterion in the hierarchy of meaning consumers assign to brands. People are now voting their values and beliefs at the cash register. They want to align themselves with brands and retailers who are signaling environmental responsibility and standards of performance. Is your brand sustainability ready? Is this embedded in your go-to-market plan?

How brands address this shift on the path to purchase is creating significant questions about brand messaging strategy, as well as aligned on-pack and shelf communication to inform users of sustainability bona fides.

The coming shopping friction

How does the consumer actualize their moral motivation when shopping across multiple brand choices in food, beverage and lifestyle categories? How can they assess the sustainability readiness of Brand X vs. Brand Y? Consumer sentiment is once again tracking ahead of the current marketplace reality. Brands and retailers that step in to help guide shoppers on environmental standards will reap the benefits of added relevance multiplied by surprise and delight.

  • For food retailers much as the “international” aisles became a shopping destination point years ago, can there be a health, wellness and sustainability section that features brands with an environmentally-responsible story to tell?

If brands don’t step up to acknowledge this change and improve communication based on these insights, it becomes near impossible to translate sustainability investments into tangible balance sheet outcomes. For those who do, the rewards may be great!

  • The formula for sustainability success is science and metrics-based environmental and climate mitigation analysis of your operations and supply chain, served alongside clear established metrics for change and improvement. This performance is then multiplied exponentially by a strong, creative communications platform to tell that story to the right audience. Awareness of this narrative drives purchase.

Feeding the primacy of emotional outreach

Product feature and benefit selling has been the hallmark of CPG communications for decades. The emergence of these new societal and moral imperative considerations on the path to purchase recommends a more culture-forward brand messaging strategy. “What’s good for the world around us” is, by definition, an emotional construct.

In a recent Marketing Dive interview, Matt Kleinschmit, founder and CEO of insights research company Reach3 said, “Brand loyalty is really something that is, in fast-moving consumer goods, more of an aspiration than a reality. As a result, modern marketers in the CPG world have latched on to this idea of trying to establish emotional connections with consumers. If there’s an emotional connection, that will often trump functional benefits,” he reports. “Brands that can execute that in a smart way are winning.”

Smart in this case is recognizing the importance consumers are already placing on sustainability and environmental performance. From there brands can work through investments, policies and actions to demonstrate in credible ways how that readiness manifests in the products on offer. When higher purpose and mission intersect fully with product outreach strategies a form of engagement magic can occur. Now the motivation to buy takes on deeper meaning and added importance that transcends any existing parity (similarity) on price and formulation.

Is a trust mark needed?

Is it time to begin thinking about the development of a trust mark that employs credible independent third-party analysis to validate sustainability readiness? A mark could serve as a visual piece of retail shelf-friendly evidence that a brand is a better choice based on its verified sustainability bona fides.

Emergent is examining this idea in greater detail and will report back to our readers on potential solutions. The objective: create an anchor for trustworthy choice and credible reassurance that the fox isn’t guarding the hen house on the veracity of sustainability claims.

Stay tuned.

Closing the loop to digital marketing and activating purchase in the moment

Walmart recently announced a major partnership with Meredith, publishers of media brands like Better Homes & Gardens, Eating Well, Parents and Real Simple. The new AI driven integrated marketing platform they jointly create will feature “shoppable” content in the first-ever ‘Bookazine’ to feature embedded ecommerce links. The content will allow consumers to purchase directly from the delivered stories and recommended meal experiences.

  • Imagine how this could evolve in stories related to climate readiness, sustainability issues and developments around standards of performance that promise new metrics-based mitigation targets. Consumers could execute a purchase right then and there at the “point of thought and realization.” The high emotional index coupled to commerce-in-the-moment is a truly powerful idea.

Media partnerships connected to shoppable content can open an entirely new window of brand relevance on top of a value proposition built around deeper meaning. This is exciting! The created content becomes actionable, fully closing the loop from awareness to sale authored by the most worthy of buying motivations. Wow.

Matching sustainability readiness to business performance

If you understand the powerful paradigm of sustainability as a concern among your customer base, now is the time to optimize this development on the path to purchase with emotional messaging and digital shoppable content.

Use this link to ask questions and explore this concept further with our Brand Sustainability Solutions team.

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.

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.

The return of brand investment

After a Decade of Decline, Brand Investment is Back

September 18th, 2021 Posted by Agency Services, Brand Design, brand marketing, brand messaging, brand strategy, Brand trust, Consumer insight, Differentiation, Emotional relevance, engagement, Marketing Strategy, storytelling, Strategic Planning 0 comments on “After a Decade of Decline, Brand Investment is Back”

Consumers are human beings, not data points

As part of our ongoing series devoted to strategic planning guidance, we bring a mission critical recommendation on where to place your planning emphasis for 2022:

Brand building has returned to the fulcrum of marketing and business strategy leadership. After a decade of holding all the cards as a budget and plan priority, digital performance marketing has lost a bit of its luster. Customer acquisition costs are on the rise. There’s also a companion decline in the supply of digital ad inventory.

The creative deployment of your brand as ultimate differentiator and emotional connector should return to the strategic planning front burner.

Rethinking the path to business growth

  • Brand building: securing your position, uniqueness, values, mission and emotional equity.
  • Performance spending: driving the conversion funnel and revenue metrics.

These two approaches are not necessarily fighting one another. Both can enhance the outcomes of the other. Consumers, however, are the deciders. Their behaviors inevitably tipped the scale in favor of enhanced brand building. Now over-saturated and swimming in an ocean of digital content, people have evolved looking for deeper meaning and values in the brand relationships they care about. Digital native brands like Allbirds and Warby Parker saw this coming and pivoted to focus on brick-and-mortar retail so they can create richer in-person experiences with their brands.

Brands have always been valuable – but in recent years lost their priority in the marketing plan to the ease and electronic allure of digital data ROI claims. The untold part of this story: tech platforms usurped the essential role of brand building investment, ushering in another consequence: the splintering of agency partner resources. A thousand platform specializations emerged as companies looked for the next shiny new tech Saas solution that promised glorious, algorithm and data-driven performance.

Thus, marketers also found themselves managing a disparate cadre of specialists du jour – a digital ad firm, digital media vendor, a social media agency, a PR agency, an influencer agency, a brand collaboration firm, et al. What’s the net result of all these different tactical players and layers? A soup of varying voices and fragmented messaging that increasingly sounds like a confederation of a thing, and a thing, and a thing – opposed to a unified, consistent and differentiated brand.

Time to think differently!

The transition to brand investment is being helped along by Apple’s no tracking opt-out privacy move and Google’s coming shutdown of cookies that suspends individual tracking in favor of a cohort-based system (shared tastes).

These modifications to digital stalking of user behavior are ultimately a good thing for the health and growth of your business, and here’s why: it’s time to reinvest in your brand, the single most important ownable and differentiating asset you have in an otherwise vast sea of equivalency and similarity.

  • Marketers are learning the absence of real strategic investment in developing brand distinction and deeper experience is now holding them back from optimal growth results and competitive advantage.

Why?

Brands are uniqueness generators, deeper meaning vessels and trust-creating reservoirs of mission and values. You are operating in a consumer world increasingly drawn to aligned, kindred and symbol-inspired relationships – more so than transactional, follow-me-around-the-web ‘buy me now’ offers.

What dampened the primacy of brand building in the first place?

A digitally-enabled explosion of performance marketing tools pushed communications and content to a tactical model founded on conversions and revenue metrics. See you later, brand building. Hello targeting, tracking and clicks.

The great promise of infinite ROI on digital ad spending with Facebook and Google spawned a proliferation of specialist ad tech firms all looking for their piece of the eyeball pie – retargeting, digital media buying, affiliate programs –all while brand support took a raincheck.

Furthermore, the marketplace bar for entry of new brands became so incredibly low, it fomented a tsunami of digital ad content that is piling up in consumer feeds – all clamoring for a sliver of limited time and attention. Very noisy. Transactional. Less engaging and lacking lifestyle relevance.

Guidance for your brand strategy planning effort

As a general rule radical differentiation, higher purpose and emotional connection are the three legs on which to center your strategic plan.

  • Differentiation is essential to separation and standing out – consumers will notice you
  • Higher purpose imbues your brand with deeper meaning and values – how they trust you
  • Emotion is at the center of what drives consumers to act, make decisions – humans are feeling creatures who think

The goal of your planning is to optimize strategy for greatest impact. To enhance equity and the values your brand exudes. To create attraction, allure and stickiness. To win hearts because it’s always heart-over-head.

Here are four areas of focus that will help you win with a stronger brand:

  1. Aligned values

Insight research continues to reinforce that consumers’ care deeply about shared values and mission. They want to know what you believe in, what you stand for, that you have a soul which transcends commerce. They “wear” your brand as a symbol and flag to the world around them about what they value. What meaning are you giving them, and is it aligned with their beliefs

2. Experience satisfaction

Are they happy with the product-use experience, with the purchase journey, are you easy to do business with, do you put them first in ways that are both unselfish and also obvious to them? Do they learn from you? Is your brand a guide, coach and enabler of activities, experiences that matter to them? You are providing more than a product.

3. Memorable messaging

How do you stand out and engage people? The consumer is the hero of your brand story – it should be about their needs, wants and aspirations. Your brand’s role in the relationship is as guide and advisor to help them achieve their goals and ambitions. Neuroscience tells us that 98% of actions taken by consumers comes from an emotional response, not an analytical one. Is your communication informed by emotional messaging.

4. Your brand’s share of culture

What is the social conversation about your brand? What people are seeing and hearing about your brand in the micro-communities of influence that they belong to? It is critical to the ecosytem “buzz” they encounter. People respect the voices of their peers and credible experts. For the very reason that nearly 100% of the time the primary motivation in deciding what to buy is their fear of making a bad decision. You need to build a sphere of trust.

If these ideas and concepts resonate with you, now is a good time to bring some fresh thinking and perspective to investing in your brand. Use this link to tell us what concerns you have, what keeps you up at night. We can help you map the right path to brand growth, which is linked directly to your business outcomes.

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.

Brand Sustainability Solution

Without the right sustainability strategy, you are leaving billions on the table

September 10th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, brand strategy, Brand trust, Climatarian, Climate Change, climate culture, food retail strategy, Greenhouse Gas, Greenwashing, Product design, Retail brand building, retail brand relevance, Social proof, storytelling, Sustainability 0 comments on “Without the right sustainability strategy, you are leaving billions on the table”

Our online questionnaire can help you avoid gaps and misfires

In a recent study conducted by our insight research partner Brand Experience Group (BXG), an analysis of sustainability strategies among UK-based grocery retailers revealed the top three banners were leaving more than $9.5 billion in sales on the table. This is revenue they could have earned if the right strategies had been fully implemented to meet shopper expectations on clearly communicated sustainability policies and performance.

The incredible irony: every single one of the food retailers has some form of sustainability program or messaging in place. All of them are underperforming because the programs are either not fully built out, ineffectively communicated to stakeholder audiences or both.

  • The same business case with similar outcome metrics has been calculated in CPG food and beverage categories. What’s going on here?

A significant percentage (55%) of your customer base right now, today as you read this, cares deeply about the sustainability bona fides of the brands and businesses they prefer. The banners that step ahead of the competition to correctly leverage sustainability commitments will win in sales and share gains.

There is a clear, proven business case for an optimal strategic game plan on sustainability.

  • The operative words here are “correctly and fully.”

Half measures, absence of key baseline assessments and mitigation targets plus anemic communications are often the root cause of subpar outcomes. Collectively these diluted tools operate to marginalize performance on what will be an important 2022 strategy to elevate your business results.

Think of it this way: if you don’t get this right, other enlightened brands will ultimately gain competitive marketplace advantage at your expense.

What should you do now?

We recommend investing 6 minutes of your time to take our online Sustainability Readiness questionnaire. There’s no cost. The questionnaire covers four key areas of potential readiness practices. It has a readiness scoring mechanism underneath to help quantify current conditions. When you click submit, our team analyses the answers and produces an outcomes scoring report. The meeting we have with you to review the scores and discuss implications is also complimentary – and often described as “enlightening.”

We will make topline recommendations for improvements; an integrated approach that can create and deliver the right sustainability strategies. That said, it is entirely up to you whether we move ahead to dive more deeply into customized solutions or leave you with new readiness intelligence on your business.

What will happen when you take the questionnaire?

Discovery

  • Organizations that have already completed the questionnaire report it’s elevated their awareness and understanding of the key best-practice components in a sustainability program.

Clarity

  • We have found brands thought they were doing the right things – but learned of deficits and gaps in their current efforts and communications programs.

Readiness

  • In every case we’ve found that readiness can be improved in key areas that are critical to success, to generating business from the investments and avoiding greenwashing – which is a vulnerability.

It doesn’t matter how big or small your business is. Sustainability is a key component of brand value no matter if your company is Fortune 50 or just starting out.

You will find the questionnaire outcomes meeting to be informative, educational and eye opening. It requires no investment on your end except completing the questionnaire with honest reflection on what you’re currently doing. The questions involve simple yes or no answers. We provide comment boxes if you’d like to add any texture.

Top performing sustainability strategy isn’t just a nice-to-have. The BXG study has confirmed the business case. Without optimal programming you may be leaving significant sales on the table while also ceding marketplace advantage to brands that are ahead of the readiness curve.

You have nothing to lose and everything to gain. Use the link below to take the questionnaire. You’ll find it interesting and the outcomes discussion helpful to planning.

Our Sustainability Solution team

Here’s the team that created the questionnaire and the Brand Sustainability Solution program – the first integrated answer to improved sustainability business performance:

Emergent – Chicago-based marketing communications company with strategic brand guidance and creative skills to build a multi-faceted outreach program that persuasively conveys your sustainability story to key stakeholders.

Brand Experience Group – London-based consumer insight research company to help determine what your core customers believe about sustainability practices, what initiatives matter most to them and establish the KPIs that measure business performance from your sustainability investments.

Informed Sustainability Consulting – Seattle-based consultants build the baseline with science-based carbon footprint assessment and Lifecycle Analysis to determine exactly where your production and supply chain are on sustainability performance. ISC also helps you set climate mitigation targets and identify sustainability improvement opportunities.

Click here for the Sustainability Readiness questionnaire.

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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