Posts in Human behavior

Trust drives consumer engagement

40,000 Respondents Confirm Values Matter More Than Product

January 20th, 2022 Posted by brand marketing, brand messaging, Brand trust, CMO, Consumer insight, Higher Purpose, Human behavior, Social media, Social proof, storytelling, Transformation, Validation 0 comments on “40,000 Respondents Confirm Values Matter More Than Product”

Trust in advertising report spotlights the true path to consumer engagement…

Is it possible what your brand stands for will be more important than the product you make?

Yes. Read on.

Nielsen’s latest Global Trust in Advertising Report confirms a cultural sea change has taken place. The comprehensive survey advances new guidance that brands and retailers should reconsider their traditional single-minded devotion to product-centric communications strategies. The report signals emergence of a different roadmap to credibly and effectively secure consumer attention. A more enlightened path that is paved with higher purpose, mission and values ahead of glossy product features and benefits.

The rise of interest in more human-centric values reflects consumers’ need for trust in a marketing environment they believe lacks credibility and validation.

Don’t underestimate the importance of cultivating trust to brand communication effectiveness

For five years, Emergent has tracked the steady decline in brand and corporate trust alongside the parallel rise in why businesses must put the consumer and their requirement for trusted relationships at the center of strategic planning. Is this a feature in your marketing plan?

  • A recent sustainability trends report published by Mintel concluded one of the greatest barriers businesses face in getting credit for sustainability readiness is the consumer’s dramatic shortage of trust in their claims of performance. People find it harder to believe assertions made by companies on their commitment to sustainability standards and mitigation policies. (Hence the need for credible validation).

Nielsen’s study verified that consumers are placing greater importance on values, beliefs, inspiration, deeper meaning, humor and family. According to Cathy Heeley, Nielsen Media Analytics Lead, “People are much more interested in how a brand is going to help the world, not just what benefits a product has to offer. Consumers are looking at what brand values actually mean, what they stand for and their practical application.” Actions always speak louder and more believably than words alone.

Leaders across the globe should be asking: how do we propel and harness the power of our brand as a force for purpose that creates deeper meaning and societal benefit?

  • Brands should declare a clear point of view and create inclusive spaces of belonging.
  • They should also provide an opportunity for people to make a difference, while securing the greatest opportunity to generate impactful meaning in the world.
  • This commitment acts to galvanize both users and employees.
  • Now more than ever, leaders and decision-makers should cultivate a workforce while serving consumers in a way that requires the brand to stand for more than just profit.

The oldest millennials are entering their 40s, while Gen Z is carving its own unique space in the working population. The traditional hierarchical structures – two-week vacation policies and in-office incentives that are linked to growth – are no longer motivating enough to join an organization. The new generation of workers values higher purpose before profit.

Why are brand mission and values rising in importance to people?

Cultural change sits at the foundation of how these changes manifest and how consumers think – an important consideration when deciding how best to frame marketing strategy and communications effectiveness.

We are witnessing a cultural evolution. It first started in the early aughts following 9/11 when the disruptive shock to the nation caused people to re-evaluate their priorities and focus on relationships, family and values over other lifestyle and career considerations. Simultaneously control in the brand-to-consumer relationship was shifting entirely away from companies.

The Internet served as a fantastic enabler of consumer awareness and learning that also exposed the weaknesses of conspicuous consumption.

Dawn of the relationship economy

Underneath these cultural moves came a transformational change in the brand to consumer relationship, now taking on the characteristics of what we treasure in our human relationships – trust, meaning, reciprocity, values, investment, care and consideration for others.

Simply said, people want to be part of something greater than themselves. The search for deeper meaning was fully underway and with it came the initial priority placed on health and wellness and how choices will impact their quality of life.

Brands today must act as guide, coach, trusted advisor and enabler to consumers on their life journey. Yet more often than not, we find marketing strategies still anchored in self-promotion of product feature to benefit, embedding the brand communication with a systemic disconnect due to the weakness in consumer relevance.

The next evolution coming in 2022 – societal change and sustainability

Meanwhile trust in government as a catalyst for societal change has also diminished. Consumers now believe that companies are in a unique and better position – and have an inherent responsibility – to enact positive societal improvement.

Chief among these concerns is the hyper-focus on sustainability that has morphed into more specific questions about how companies source materials, ingredients and how they operate in a way that mitigates carbon footprint rather than contributing to the emerging chaos of climate change.

What should you do?

  1. First and foremost, refine and optimize your brand’s higher purpose platform. Profit is not a purpose. A human relevant and meaningful purpose is a purpose. This isn’t a call for philanthropy. Instead, it is about anchoring the business in a mission reflected through how the entire organization operates that is centered on the consumer and the changing world around us.
  2. Insight research will be required to better understand the specific details of what your best users care about, what areas of sustainable performance matter most, what needs they prioritize on their life journey and what barriers stand in the way of their success and achievement.
  3. Operationalize your policies, sourcing, behaviors, standards and commitments to achieve alignment with your stated mission and your commitments to sustainability readiness.
  4. Reconsider the entire brand message map to optimize the focus on your consumers’ needs, their desires, how you can help and support them, ahead of a linear trip into feature/benefit selling. The product message can be woven into the narrative. But it should be crafted within the coaching and guidance paradigm rather than straight self-promotion.
  5. Bring social channel strategies into clear alignment with this strategic approach. Social is exactly that – an area for users to share experiences, ideas, concerns and success stories. Too often we find social treated as a monologue of outbound product selling rather than a community founded on conversation. Your social content platform should be built around engagement not just selling. This is harder to do than it appears.
  6. Looking ahead, recognize the significance and importance of cultural change and the related dynamics of consumer attitude shifts that will be reflected in behavior changes. Things are evolving at a faster pace now and staying on top of this is vital. There is no such thing as resting on your laurels.

Evolution. Change. Transformation. Speed and Humanity should all be held close.

What do you think 2022 will bring in changes and shifts to strategy? Use this link to share your views. We will publish the observations and comments in an upcoming post on 2022 marketing best practices, as envisioned by you, our valued readers.

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.

Marketing is Not a Department

Marketing is Not a Department

November 17th, 2021 Posted by Agency Services, CMO, Content Marketing, Differentiation, Emotional relevance, engagement, Higher Purpose, Human behavior, storytelling, Strategic Planning, Sustainability, Transformation, Transparency 0 comments on “Marketing is Not a Department”

Company beliefs and behaviors impact business strategy

Your entire organization comprises the marketing platform now. Your higher purpose, mission and belief systems will impact your company’s marketplace behaviors and status. Operations, supply chain policies, manufacturing and employee commitments influence how consumers and stakeholders perceive your brands and resonate to your business.

Marketing is no longer a department. The entire enterprise is integral in the strategic game plan to get and keep a customer. It is time for leadership teams to acknowledge this insight and take the strategic planning silos down in the interest of improving the organization’s growth and advancement plans.

Still a department?

An objective assessment of many CPG and food retail businesses would conclude that marketing operates as a department, likely down the hall from sales and human resources. This compartmentalized organizational structure has been cast in stone for eons. It came to be in the command-and-control era of business management. That condition, however, has changed forever. In the age of consumer control, it is vital that customer-centricity reigns as the operating philosophy governing how companies organize for success.

  • Our challenge to you – it is time to reconsider how the business is assembled when you know your thinking and planning will be influenced by how the customer is prioritized (or not) in the hierarchy of business operations and policies.

Traditionally, marketing has owned responsibility for interpreting consumer insights, developing brand communications strategies and product promotion intended to sell more product to consumers. Marketing was usually seen as the alchemy of awareness and persuasion linked to driving the sales funnel from consideration to purchase among increasingly elusive users.

  • Consider this: now, literally every aspect of how a company behaves, makes decisions, its belief systems and values, how operations unfold – literally everything from the factory floor on up has a role to play in the organization’s ability to get and keep a customer.

If this is true, then every discipline within your company is involved to greater or lesser extent in the activity of marketing, whether it’s acknowledged or not.

Attracting and retaining customers will happen in direct proportion to the organization’s ability to operate fully in service of customer needs and wants. If your company ultimately exists to get and keep customers then increasingly this requires not only a single-minded focus on user aspiration, but also a robust frame for corporate citizenship in an increasingly issue-driven business environment.

Sustainability is a generational-level challenge that will influence every aspect of how you plan and succeed as a business

How well employee practices, operations, supply chain, manufacturing, and policies drive ESG and carbon footprint commitments is integral to successful marketing outcomes.

The marketing mission, therefore, isn’t just refining communications strategies focused on showcasing products and services, the entire proposition must embrace how the organization best operates in service of people and the greater good.

Higher Purpose is not a marketing program

Your company is a living, breathing entity. It is no longer just a machine designed to generate and sell products at a profit. It exists to be influential in your customers lives and to make a difference in addressing some of the most challenging conditions ever faced by humanity.

Your company’s mission, beliefs, values and purpose fly above the legacy goal of generating shareholder returns. When purpose and mission are viewed in this context, it contributes to a revelation that the entire enterprise informs how your offering is perceived. It impacts how consumers interact with your brands, what your narrative is and how you contribute in tangible ways not only to their lives but also the planet’s welfare.

A purpose-led organization will operate with greater clarity and intention. The mission acts like an anchor of deeper meaning where employees and customers alike join the business as advocates and believers, not just participants in a transactional process.

Getting and keeping the customer

For decades, the food and beverage business was largely driven by taste, price and convenience.

  • The technology to enhance and deliver taste and eating experience is refined and is now table stakes.
  • Price is a relative term that moves up and down in relation to a sense of economic prosperity or uncertainty.
  • Convenience has been flipped on its head as e-commerce facilitates friction-free shopping and culinary culture holds sway over 1970’s box and can food culture.
  • Consumers care more now about values, transparency, health and wellness, supply chain commitments, animal welfare, sustainability practices, empathy, unselfishness and employee treatment.

Attraction and engagement depends now on the company’s ability to participate as a positive force in their lives and society. To market itself successfully all corners of the organization should operate like a well-tuned symphony that authors credibility and trust.

So marketing is not a department. It is the nerve system of the organization constructed to operate in service of customer aspirations and goals. This will make strategic planning a team exercise to identify barriers to productive growth and remove them. In its place is a flatter organization that empowers team members who contribute to helping the entire enterprise meet its mission obligations and build relevance.

HERE is a link to download our two-page summary of what Emergent is and does. We encourage you to take a look and let us know if you are interested in exploring a fresh perspective on how your organization and brand can optimize its growth strategies. We can help you craft and tell an improved story.

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.

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.

Heart over head everytime

How to Harness the Power of Emotionally-Relevant Marketing

May 11th, 2021 Posted by Agency Services, brand advocacy, Brand Design, Emotional relevance, engagement, Growth, Higher Purpose, Human behavior, Insight, Marketing Strategy 0 comments on “How to Harness the Power of Emotionally-Relevant Marketing”

Understanding the human being you’re talking to

People are not analytical, fact-based decision-making machines. We are feeling creatures who think, not thinking creatures who feel. It’s heart-over-head every time. Yet the vast majority of brand marketing outreach is based on a rational presentation of features and benefits.

The incredible formula.

The amazing ingredients.

How it’s faster, more efficient, less costly.

The shiny new food tech underneath.

But what if I told you that conscious thought does NOT inform the decisions consumers make. “For 50 years we’ve been using the wrong model. Emotional tugs trump rational pushes.” Dr. Robert Heath, Journal of Marketing Research

Uh oh.

Doesn’t matter what the product is either. Marketers are trained to serve up what they believe is the best, most logical, defensible and factually-compelling argument that can be made about why Brand X is better than Brand Y or Z. But this is upside down.

Here’s the essential truth as we know it: “Non-conscious intention produces both a conscious thought and action,” says Timothy Wilson, a Clinical Psychologist with the University of Virginia.

Ooh Kayy? So what does that mean?

The latest Neuroscience tell us why we’ve been unintentionally mis-managing marketing for a very long time. Turns out there are two brain systems at work in every person. System 1 is an effortless, always on, intuitive autopilot side of the brain. System 2 is the effortful, learning, rational, analytical side of the brain that unfortunately is inherently lazy. System 1 makes 98 percent of our decisions, leaving 2 percent for System 2 to ponder. Yes they work in tandem but System 1 is in charge.

Here is another way to understand the difference: System 1 can process 11 million bits of information per second. System 2 processes 40 bits of information per second. Gulp. Turns out the intuitive side of our brain is a lot smarter than we ever knew. That hunch or gut feel you had is probably right!

The impact on marketing best practices

System 1 responds to emotion because it uses emotion. Here’s how to think about it.

  • Acts without deliberate analysis
  • Generates our impressions, feelings and inclinations
  • Exerts powerful influence on choices and judgments
  • Drives the options we choose and originates the actions we take

Here are six essential ingredients for optimizing marketing outreach that track with what we now know about how people really operate and handle decisions.

  1. Exposure: we automatically assign superiority to what is familiar. Communicating sticky, memorable phrases and ideas is a good thing.
  2. Proof: we are drawn to prefer products and brands other people like and endorse.
  3. Positive feelings: if we feel good about a brand, we assume it possesses an abundance of beneficial qualities.
  4. Actions: people respond more readily to what you do more so than what you say. Brand experiences can show your heart.
  5. Reciprocity: we are hard wired to reciprocate in kind when faced with clear generosity. Surprise and delight is more than a catch phrase.
  6. Art: we respond well to artistic expression. How you use words, visuals, sounds and style matter.

The case for deeper brand meaning

Here at Emergent we’ve been talking about the importance of Higher Purpose to brand growth for years. On one level, Higher Purpose marketing is respectful of the fact that purchases are largely symbolic these days, a form of signaling our values and beliefs to others around us. Thus, Purpose creates added value to the consumers’ perceptions. However, Higher Purpose is also part of this emotion-driven eco-system that informs how people behave and take action.

“Science now proves what brand

strategists have always sensed. We

human beings have a need to believe in

and act upon something that’s greater than

ourselves… Let’s realize the significance

of this discovery and impress upon

everyone that a brand is a belief system.

Want greater rewards? Then impart your

brand with deeper meaning…” – Emergent

Give consumers something they can believe in – advocate for – that reflects their values and beliefs. This is how you create a community of ambassadors who will spread the good word about your brand and business. Transactional relationships between brands and users are a thing of the past. Your brand value proposition should extend beyond the product itself. It also fits snugly with our understanding of how to communicate successfully to System 1.

If you have more questions about how this revelation might impact your go-to-market plans, 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.

Brand storytelling must be emotionally relevant

Why so many brands miss the storytelling sweet spot

January 13th, 2021 Posted by brand marketing, brand messaging, Brand preference, brand strategy, branded content, CMO, Consumer insight, Content Marketing, Differentiation, Emotional relevance, engagement, Growth, Human behavior, Insight, Marketing Strategy, storytelling 0 comments on “Why so many brands miss the storytelling sweet spot”

Turning forgettable messaging into UNforgettable engagement…

The vast majority of brand communication fails to engage its intended audience. It’s like continuously pumping messaging fuel into a mental gas tank with a hole in the bottom. Why? Because it is inadvertently constructed to be quickly forgettable.

  • Numerous behavioral research studies confirm within an hour people forget more than half of the information they’ve read, seen or heard. That percentage rapidly accelerates as more time goes by. Pfft, gone.

The message creator hasn’t fully grasped the critical elements of compelling, memorable storytelling that respect with what we know about how people operate. Instead, they lean on fact-based, logical feature/benefit oriented pieces of communication that won’t intersect with the emotional drivers that secure engagement and trust.

Consider this: stories are 22 times more memorable than facts. But what constitutes great storytelling? The best of the best storytellers recognize they are interacting with humans and work to understand specifically what drives cognition and outcome. For one you have to move beyond the product “plot” to plant a beating heart in the brand story with consumer as hero.

You’re speaking to a human

The magic occurs when great communication engages the neurotransmitters that drive people towards and not away from what is being conveyed. The two most important physical elements of messaging brain chemistry are Dopamine and Oxytocin.

Dopamine is a ‘feel good’ neurotransmitter that is produced when a person is expecting some kind of meaningful reward or pleasurable experience. Dopamine helps us strive, focus ourselves and find things interesting. It has a direct impact on learning, motivation, mood and attention. The key here is creating anticipation of a sought-after reward.

Oxytocin is a hormone that operates as a neurotransmitter. It is created when people hear and experience how much you appreciate and care about them. Unsolicited acts of kindness can be instrumental in building this response. Oxytocin is the precursor to enhancing empathy and trust. You already know how fundamentally important trust is to any kind of real brand-to-consumer relationship.

  • Do you still believe that fact-based arguments are the way to go? The information will begin to disappear from your customer’s head within an hour.

The most powerful example of this I’ve ever experienced was during our work for home safety products brand First Alert, and the introduction of the world’s first residential carbon monoxide alarm. It is a living illustration of the link between emotion, empathy and impact on behavior.

The carbon monoxide (CO) poisoning story is laced with facts about sources of this unseen gas in the home, how leaks occur, what happens in the human body when it is ingested, and what the impacts look like. Yet our message testing revealed that none of that held a candle to the power of a personal story about a Maine family who lost their eldest daughter in a CO poisoning incident.

The heart-wrenching narrative about what happened to this family made the case for protection from an invisible threat in a far more personally-compelling way than any fact or figure ever could. Relate-able emotion is a powerful and influential communications tool.

The path to better communication outcomes

What is your consumer looking for? People resonate to a desire for love, connection, acceptance, safety and happiness. The goal here is weaving together a story that encounters this insight in various ways.

Your cheese business is not selling cheese. You are using compelling visuals and copy to convey mouth-watering desire. You’re actually selling incredible taste experiences delivered in a shared social environment people crave. Your narrative wraps in beliefs and values that embed your brand with deeper meaning. This transcends the forgettable ‘buy my cheese’ message because you know people want to be a part of something greater than themselves.

  • Tone here is important. The more human you are in storytelling, the better. Vulnerability and honesty come in to play when you’re reaching for resonance and relevance. Give your audience experiences they can relate to, empathize with and recognize in their own lives.

Want to hear the voice of honest and human?

“Smart phones exist already and they’re stupid. But mine is smarter than your computer at home.” Steve Jobs, launch of the iPhone. Does Jobs employ facts, technology examples or recitation of features? No. He nails the proposition by creating a relate-able context of what was an astonishing revelation in its era. Beautiful.

Story structure

Here’s the question that must be answered in brand storytelling: how does your product change a person’s life? You are working to unearth the true “why” behind a consumer’s reason and desire to purchase.

Stories should address three fundamental elements:

  1. Set up – the problem your product solves. Think long and hard on a higher level about what this is.
  2. Conflict – create some tension around how you go about solving the problem. Is there a villain you can identify?
  3. Payoff – the happy outcome of what success is and what it feels like to prevail.
Remy and food passion
Passion, heart and soul create the basis for message engagement

The Pixar movie “Ratatouille” isn’t about a rat as chef

Yes, the central character Remy the rat can read cookbooks and has ongoing conversations with a famous French chef who is a figment of his imagination. The magic of this story is his love affair with food and flavor combinations. It is his passion for incredible taste experiences that drives him and the arc of the story.

He makes you want to cook, to pick up a knife and chop, to invent and create because of the romance he liberally dollops into his sauté pan. Pixar studios is famous for embedding heart and soul in its movies. What inevitably happens? You get invested, you care, you become engaged and feel empathetic for the characters involved.

  • This understanding of great storytelling is no less important and meaningful in business communications. Your brand deserves this kind of thinking and expression under what could become the unforgettable stories you tell.

If this approach resonates with you, Emergent employs a proprietary brand story telling process to tease out these great narratives and bring them to life. Use this link to find out more.

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.

Consumers work to avoid risk in all of their purchase decisions

Marketing Effectiveness Depends on Respect for Human Behavior

August 20th, 2020 Posted by brand advocacy, brand marketing, brand messaging, Brand preference, brand strategy, consumer behavior, Consumer insight, Content Marketing, Emotional relevance, engagement, Higher Purpose, Human behavior, Marketing Strategy, Retail brand building, Social media, Transparency 0 comments on “Marketing Effectiveness Depends on Respect for Human Behavior”

Three ways to overcome marketing’s biggest challenge: risk avoidance

For many years marketing communication was not sufficiently informed by behavioral psychology and a deep understanding of how humans prefer one product or retailer over another. Brand campaigns were hit and miss, sometimes landing on the right note or idea and in other instances failing to create any real engagement. Do you know with 100 percent confidence if your brand communication is wired properly for human effectiveness? Read on.

What lies at the foundation of disconnects and misfires?

Rory Sutherland, Vice Chairman of my former employer Ogilvy & Mather said it best in his precedent-setting book on the subject, Alchemy: “It is thinking without thinking that we are thinking.” Every human is hardwired to dodge perceived risk. Our purchase behaviors are 100 percent driven by trying to avoid making a bad decision. As Sutherland describes so accurately, “a 1 percent chance of nightmare dwarfs a 99 percent chance of a 5 percent gain.”

And perhaps most important, it is the sub-conscious side of the human brain that informs these decisions and actions, not the rational and learning side that is frankly, lazy, and defaults to the far smarter area of the brain that is operating at greater capacity below our conscious awareness.

More than a few brand minders think marketing effectiveness is resolved by providing logical, fact-based evidence and arguments for why a product or service is the best choice. It is, afterall, a convenient way to answer the company desire to self-promote new innovations and technologies.  Yet again, humanity steps in to deny those assumptions for the very reason people are not analytical, fact-driven decision-making machines. Complicated messaging that taxes the consumer brain remains an unwitting invitation to tuning out entirely. This kind of outreach is directed to the learning area of our mind that reflexively seeks to avoid burning mental calories and, thus, simply ignores it.

  • Imagine for a moment if you could fully dial in the psychological keys to engagement and position your marketing communication correctly to respect what we now know about how people behave and will continue to behave until the end of time.

So powerful is the motivation to avoid unpleasant surprises that people resort to a variety of risk-mitigating behaviors on the path to purchase.

The Power of Uncertainty

At this point you may observe in stark relief why it is so important to access the knowledge and skills of strategic and creative craftspeople to build your brand story. Ironically the logical, rational argument is often the least effective. Powerful communication does not always follow the linear path of a + b = c. While Emergent might describe itself as a marketing communications firm, in reality we are Behavioral Messaging Architects.

  • Wine tastes better when poured from a heavier bottle.
  • Pain relievers are more effective when people believe they are expensive.
  • Anything in scarce supply immediately becomes more desirable.

We live in an uncertain world. At any given time there is limited trustworthy information available to people. Yet consumers crave the illusion of certainty and so are uniquely drawn to signals of honest intent. This works effectively because it lowers the chance of a purchase decision being disappointing.

Humans are famous for claiming to be rational thinkers when in reality their actions and decisions are influenced through perceptions, emotional cues, and visual signals of trust and integrity. In our daily vigil to avoid unpleasant surprises people resort to cues that help resolve their requirement for certainty.

  • The real function of earned media strategy is risk mitigation. When products are vetted in credible examination by third-parties, people believe the claims are verified through an independent source. Not so much the words as the source, context and environment in which the words appear.
  • Even more important is social proof and word of mouth for the very reason that people believe other people before they accept the assertions and claims made by a business. More on this later.
  • Wisdom of crowds is simply that. If a product is perceived to be popular and used satisfactorily by many then likely it won’t be terrible.

Why has transparency surged as a viable path to better brand relationships? Because at its core, the act of being transparent is a demonstrable, visible move to embrace honesty and thus remove risk. Transparency has real leverage attached to it because it helps solve the uncertainty faced by consumers each and every day.

We did this to great effect for Champion Petfoods (makers of Orijen and ACANA brands), creating the pet food industry’s first Transparency Council as a platform to build independent assessments of truth and honesty about how Champion made their pet food and sourced their ingredients. Important here was the symbolism and trust signal created by the Council’s very existence and a regular calendar of content produced that leaned heavily into validating through observation what Champion promises. It was a bold move at the right time.

Overcoming DNA-embedded risk avoidance

If risk perception stands between your brand and its future growth prospects, it only makes sense to work hard at mitigating it. It’s important to note here that rational arguments aren’t going to succeed. Signals of honest intent and credible voices however can be enormously effective.

Let’s begin by unwrapping the two secrets to effective messaging:

First, people do not buy things, they purchase meaning and context. What are you giving them that imbues your brand with a higher purpose and thus a purchase takes on greater meaning as a visible symbol of their values and beliefs?

Second, the hero of your storytelling isn’t the brand. It is the consumer; their wants, needs, passions, concerns and desires, with the brand positioned as coach and expert advisor on their life journey. Don’t compete with the consumer for the hero role! Said another way, talk about them more than yourself.

Three ways to overcome risk

1. Perhaps most important is understanding the end goal is cultivating trustworthiness. How can your company and brand humanize itself and mirror the very best qualities people look for in those they implicitly trust?

Those qualities include:

Empathy

Care

Responsiveness

Unselfishness

Openness

Truthfulness

Being strong enough to admit mistakes

Actions speak much louder than words, so the question here is how does the company operationalize and behave in a manner that respects these principles and assures they are held in high regard by employees.

2. Enlisting the voices of outside, independent, objective observers and experts to validate your promises and claims. This may sound like an analytical approach, but the devil is in the details of how this is done. The symbolism of allowing others to report is a significant move. What is reported on matters – your responsiveness, humanity, caring, truth-telling and unselfish acts are far more persuasive than your technology, recipe, formulation and production prowess.

Embedding a higher purpose in how the company operates and its reason for being will go a long way to informing this approach fully and successfully. You can read about Harnessing the Power of Purpose in greater detail here.

3.  Social proof and user-generated content (UGC) are the twin social media strategies that work to take risk out and replace it with believable evidence of performance and satisfaction. Trust in brands and corporations have been in decline for years.

This is why social channel strategy and encouraging user-generated content is so vital on the path to risk abatement. The honest, unscripted accounts of experiences and outcomes from real people are testament to what you want others to believe about the benefits of using your product or shopping your store.

When Emergent goes to work on creating a messaging platform for a client brand, we focus on purpose, cause, context, deeper meaning, emotion and effect. We look for visual signals that flag honest intent for the very reason we know these characteristics and words are more powerful than fact-based stories.

It is difficult to accept that humans are not rational and logical players in your marketplace. However, once this is understood and embraced, a whole new world of repeatable effectiveness is ushered into the marketing plan for the very reason it is built on real respect for the human we wish to serve.

If you would like to discuss in greater detail how this applies to your brand or store, use this link and let’s start a 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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