Posts tagged "social media"

Digital romance required to engage consumers online

Get consumer digital romance right or risk being left at the altar

February 18th, 2022 Posted by Behavioral psychology, Brand Design, brand marketing, brand messaging, Brand preference, consumer behavior, Consumer insight, Content Marketing, Emotional relevance, engagement, Social media, Social proof, storytelling 0 comments on “Get consumer digital romance right or risk being left at the altar”

You have a short time to earn trust

“Trust Creation is a leading, modern brand communication strategy intentionally designed to build credibility and authenticity. How Trust Creation is translated in the digital experience is one of the greatest challenges of our era.” – Emergent

According to McKinsey, during the first 90 days of the Pandemic more products were sold online than in the previous decade. In short order, consumer adoption of e-commerce and online engagement has accelerated past the tipping point and likely will never go back. Google forecasts by 2024 – just two years from now – 60% of all global spending will be digital.

Therefore, it is likely the first point of contact for any new consumer getting acquainted with your brand will be online, and it will be fast. You just never get a second chance to make a first impression.

  • Thus, your digital challenge: how do you get a perfect stranger to commit to a relationship with your brand online when you know risk and loss aversion is a universal human barrier to overcome?

It goes without saying, brands that get digital romance right will succeed (yes, it is romance by the way). Those that don’t get it right will risk losing the scarcest resource of all on our planet: consumer attention.

  • “The consumer experience is rapidly evolving from one built upon the transactional process of in-store shopping to one that is rooted in deep, ongoing and enriching relationships.” – Harvard Business Review.

Romance is all about values, trust, purpose, emotion and deeper meaning.

So now what?

The secret to a successful digital relationship is…?

We know consumers 100 percent of the time are focused on avoiding a bad decision and the regret that accompanies it. They are more concerned about loss and unsatisfactory outcomes than a perceived gain. What they require is trust and certainty. How will you deliver it?

The most important move you can make is to inject humanity into the online experience you create. Why? Because relating to a brand is now fundamentally the same thing as relating to a person. The future of healthy brand relationship in the digital space will be built on a foundation of admiration and trust.

Your digital experience must avoid being:

  1. Overly transactional – Myopically focused on selling things at the expense of lifestyle relevance and non-product related usefulness
  2. Technology focused on your ‘better mouse trap’ – Asking people to burn mental calories on complex tech messaging never works
  3. Self-reverential – It’s about the consumer and not self-promotion. They should be the heroes of your narrative (Read that again.)
  4. Analytical – People are feeling creatures who think and not thinking creatures who feel

Instead, lean into emotion, celebrating the consumer as hero of your storytelling. When they see themselves in your content, it’s like holding up a mirror – a reflection of themselves and their interests. Now you have their attention. When it’s all about you, the brand is competing with customers for the hero role in your narrative. Bad idea.

The humanization of digital brand experiences

When you meet someone for the first time and a connection quickly forms, what’s going on there? People see early signs of: Laser-like interest in them and their needs, similarity, common values and genuine care. People pick up quickly on these attributes and signals.

What is it about the people we are drawn to and like? For the most part it stems from like-minded souls who actively show an interest in us, who we believe authentically care about us, and who can add value to our lives. Can a brand behave this way?

  • Or are brands handcuffed to the hard sell, unable to adapt and adopt more human-like behaviors such as care and empathy?

You understand now the consumer is likely to engage with your business online – a behavior that is only going to accelerate – thus leaving you with a short amount of time (the zero moment of truth) to gain their trust and belief.  We know people already seek to avoid loss and disappointment so what can you do to bypass risk and earn a relationship?

No matter the product you’re selling – be it cheese, pet food, shoes, cosmetics, software or beer – you are obligated to author conditions that will encourage personal connection and engagement. Your goal is to adopt the whole pantheon of respected, cherished human behaviors that we anticipate and expect from people we know and trust.

This is why your digital experience should be built around these Eight Characteristics of a Humanized Brand.

How will you amplify, facilitate and enable:

  1. Trust – reliability
  2. Integrity – honesty
  3. Conversation – dialogue
  4. Guidance – usefulness
  5. Shared experiences – common aspirations
  6. Reciprocity – unselfishness and being considerate of them
  7. Empathy – focus on them
  8. Shared values – ethos and moral character

Think about it –

  • Do any of us enjoy encountering the one-dimensional salesperson who is “always closing” and whose motives we suspect are not operating with our best interests at heart?
  • Do we gain much beyond the exchange of features and price if the only conversation we’re having online is product driven?
  • When consumers are looking for coaches and guides to help them fulfill their aspirations and lifestyle needs, is your brand answering the call?
  • Is your web site a fun and engaging place to visit and learn, get inspired and take away tools that help improve people’s lives?
  • Is your web experience a true mirror of your best customers’ lifestyle interests and passions?

Earning trust and respect begins with making the audience’s welfare and wellbeing an unselfish priority – this is how you earn the opportunity to engage on products and services. You just don’t lead with the hard sell if you expect to gain confidence and overcome the powerful motivation to avoid risk at all times.

Your web site shouldn’t be merely a digital brochure. It can’t be just an e-commerce transaction platform. A web site that is three-miles-wide and half inch deep focused on self-promotion with just a smattering of usefulness to navigating life’s complexities here and there isn’t going to achieve digital romance.

You have an enormous opportunity to break the conventions and traditions of selling and become a coach to customers who long for advice, ideas and inspiration. It may feel counterintuitive to be focused on customers beyond your own product story, but this reorientation is necessary when you know the consumer is now in total control of the brand relationship. Brands no longer dictate terms and can’t command engagement.

Here’s the litmus test:

Does your web experience deliver:

  • Emotional connection?
  • Learning?
  • Inspiration?
  • Entertainment?
  • Community and sharing?

Your brand will benefit by looking beyond self-interest to see the requirement for trust creation and to embrace the humanity it takes to get there. Knowing that digital engagement will be dominant for people, it’s time now to conduct an audit of the entire web experience to look for opportunities to refine your brand’s higher purpose, mission, content and experience – to better align with your consumers’ needs.

Want to have a deeper relationship with your customers, then imbue your online brand experience with deeper meaning. We can help you think through the challenges of relevance and resonance, humanization of your story, content and visual assets. This could be the most important conversation you have in 2022.

Use this link to say ‘hello’ and let’s get acquainted.

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.

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.

Shoppable video content

What happens when inspiration meets ability to buy?

November 10th, 2021 Posted by Agency Services, brand marketing, brand messaging, brand strategy, branded content, Consumer insight, Content Marketing, Digital marketing, Digital ordering, Shoppable content, Social media, social media marketing, storytelling 0 comments on “What happens when inspiration meets ability to buy?”

2022 will be the year of shoppable content strategy

We are witnessing a merger between the point of inspiration and the point of sale as interactive content takes root, transforming social channels and digital assets from conversations and guidance into shoppable platforms.

Let’s begin by agreeing the future of commerce is all about how to successfully leverage context. Imagine stories that bring to life real-world experiences of creativity and delicious accomplishment in the kitchen where readers can act in the moment to acquire the ingredients for an exciting new dish. Right there, right now. Suddenly this seamless experience unites a great story with instantaneous resolution of that desire to make it yourself.

Shopping in the moment of mindful engagement offers brands an extraordinary opportunity to convert context and useful coaching into a purchase – without any disruption in the midst of media consumption. Call it friction-free execution of a desire to wear or cook or try something you are reading about in real time. Click, done.

As the path to purchase gets shorter, the idea of convenience takes on new meaning. Read it or watch it. Think about it. Desire it. Do it. There’s no hopping off with intent to investigate later. New tech solutions allow brands to integrate shopping functions into the story. Emotional triggers then lead to a convenient sale.

  • Your brand or store social channel and content strategy takes on new power and impact as it connects directly to sell-through without any added cost to acquire and activate the customer relationship.

E-commerce is already driving the future. U.S. consumers alone will account for $933 billion in online sales over the course of 2021. What’s been missing is a way to connect the dots between stories that inform with an ability to pursue a recommended product all the way to checkout – right from the article or video being watched.

  • According to Popsugar, 67% of millennial women say they would like to instantly purchase products they see featured in useful and educational content.
  • 91% of consumers would prefer to consume interactive, visual content that is available to them on demand.

Walmart and Meredith marry commerce and content

Walmart has landed on an opportunity to connect their 220 million weekly shoppers with content provided by the Meredith family of media brands including Better Homes & Gardens, Parents, EatWell and Real Simple. Embedded in the collaboration will be visual search, voice-activated assistance, chatbots and AI-based meal planning services. E-blasts from BH&G feature Thanksgiving recipes where the ability to secure ingredients from Walmart sits alongside prep instructions. Perhaps most exciting is a new shoppable “bookazine” that will feature editor-selected recipes from allrecipes 30 minute meals linked to a Walmart shopping cart. Shoppers will be able to access these content streams and commerce opportunities across the Meredith portfolio.

Ted Baker entertains and entices with shoppable video

Trend forward UK-based fashion retailer Ted Baker has created shoppable videos that bring story, entertainment and commerce to their online platforms, allowing consumers to shop clothing featured in the video with point and click ease. Video is a powerful and interactive storytelling medium. Adding shoppable callouts to the video stream enables decisions in the moment to buy the featured clothing while the story entertains.

Goldbelly to become the “QVC of artisanal food”

Goldbelly’s unique e-commerce platform presents a curated assortment of artisanal products and kits from famous chefs, A-list restaurants, noteworthy delis and lauded food makers. The entire proposition, which has fared especially well during the pandemic, is getting a material boost with Goldbelly TV – a web site-based channel of shoppable productions helmed by the very famous chefs whose products are featured at the site. The videos are extraordinarily good, polished and entertaining – a worthy example of ‘doing it right’ to engage visitors in a mouthwatering culinary adventure with a flavorful happy ending. The videos amp up the value proposition of every product or kit featured and then brought to life.

Thrive Markets creates their first shoppable cookbook

These integrated solutions don’t exist solely in digital environments. Thrive Markets has produced Healthy Living Made Easy cookbook. Available at ThriveMarket.com, the book offers more than 60 recipes featuring better-for-you, healthy ingredients. A single touch “add to cart” QR code on each page connects the consumer from recipe to easy shopping fulfillment. The book features recipes from more than 20 trusted experts, chefs and influencers in the health and wellness arena including Mark Sisson (Primal Kitchen), Amanda Chantal Bacon (Moon Juice) and Melissa Urban (Whole30).

Engagement connected to fulfillment. Remarkable. Game changing. But also comes with an asterisk of vital strategic guidance.

Start with useful, valuable content and story

Much of the marketing media has lauded the emergence of shoppable content with gushing commentary about connecting social channels to a sale. Emphasis on sale mind you. Great care should be exercised here not to violate the ‘utility and conversational’ rules of engagement.

Beware the early days of social media when overly aggressive sales pitches from some brands unfortunately treated social channel interaction as simply another “interruption” style broadcast medium. The approach abused the concept of trusted social conversation.

Care should be observed in how stories are built in this new shoppable space.

Content that’s engaging and leans into a compelling narrative to inform, educate and guide consumers on their journey is vital to respecting the quality and value of a mutually beneficial relationship. If content retreats to long-play extended sales pitch format, then the shoppable aspect will turn on itself and turn off consumers.

  • The story matters. How it’s told matters. Connecting the context of a solution in the narrative to buying is a service. It’s done without the unnecessary hype of “and if you act now, absolutely free with your order…”

Context is everything here. When we read about someone’s personal journey that references a product or service to help enable their passion or fulfill an experience, we respect that recommendation as an honest bit of advice. Respected experts and chefs sharing their expertise at the stove is valued by the audience. When served alongside the ability to easily acquire recipe ingredients, a moment of creative inspiration is rightly fulfilled.

It’s a win and a win. Context is served. Loop is closed. Just awesome!

If this story serves as inspiration to add greater interactivity to your social and content marketing schemes, use this link to ask questions and start a dialogue with us on your shoppable-social future.

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 power of emotional brand storytelling

(You Can) Unleash the Power of More Meaningful Marketing

July 19th, 2021 Posted by brand marketing, brand messaging, Brand trust, CMO, Consumer insight, Content Marketing, Customer Journey Map, editorial relevance, Emotional relevance, engagement, Higher Purpose, Social media, Social proof, storytelling, Transformation 0 comments on “(You Can) Unleash the Power of More Meaningful Marketing”

Crafting stories that inspire action, change, movement

“Tell the truth but make the truth fascinating. You know you can’t bore people into buying your product, you can only interest them into buying it.” — David Ogilvy

Want to benefit from the persuasive impact of more meaningful marketing, then imbue your outreach with deeper meaning. At Emergent’s home page, your first encounter is a statement that reads: Crafting emotional, meaningful, powerful brand stories…

This phrase captures a core essence of what we do. Yes, we focus our communications work in the tactical areas of earned (publicity), owned (content) and social media. However, the real power and exceptionalism we bring to the table is in building stories well-told, where a brand’s customer is always the hero and thus finds themselves in it and benefits from the guidance and useful help a client’s brand provides.

Here we chart the path to better, more effective brand storytelling.

In the end great stories are respectful of the language used to tell them.

“You can’t depend on your eyes when your imagination is out of focus.” Mark Twain

Anyone who reads the Emerging Trends Report knows we publish early and often here on a wide range of topics from sustainability to brand strategy and media best practices. What these stories really ladder up to, beyond their inherent message, is an audition of our storytelling chops. Said another way, through our articles we’re demonstrating the importance of words and their meaning.

For the most part our published works are about guidance and coaching, thought leadership on topics of value to CEOs and CMOs and heads of Communications and PR. This in fact is a leading-edge strategy for more effective marketing. When you lean in to help, inform and inspire your audience to improve, you are casting the brand in its proper role of offering help over hype.

This is different than self-promotion that speaks endlessly to brand features, technology and formulation facts. While these elements of brand benefit remain integral to the storyline, they shouldn’t lead it for the very reason to do so embeds the communication with an intractable disconnect.

Every single day your customer wakes up believing they are the hero of their own life’s journey. When the brand is preoccupied with itself, it competes with the consumer for the hero role, and so the outreach is ignored while the consumer moves on to find a brand that can help and support them in fulfilling their dreams and aspirations.

The power of relevance, words and context

Very early in my agency career I discovered that language and inspirational storytelling can have an immediate and profound effect, even in unlikely settings. I wrote a pitch to a business editor about a regional packaged foods client that found itself sandwiched between giant national brands with endless resources and store brands nipping underneath with lower priced versions of their products. I cast this as a power struggle for hearts and minds that could only be won with unique, strategically-elegant moves to separate and differentiate their brand from the adjacent competition. I invoked emotion by making it appear to be a very human conflict, a mini movie of sorts where the intrepid, nimble regional brand ultimately prevails.

The editor loved it. The outcome was a series of interviews that produced a front-page story with a gigantic illustration of a David-like figure toppling a gigantic national brand Goliath. The story wound up in retail account presentations as a key piece of evidence about why the brand deserved stronger placement, more facings and retailer support.

The pitch was unorthodox and unconventional to be sure, but then that’s where the magic came from. The right words can have profound impact on outcomes. All business, ultimately, is storytelling. Stories that are imbued with deeper meaning are far more likely to change hearts and minds than the clinical expressions of facts and figures.

Brands are famously in love with their technologies and mousetrap, believing that once the world is made aware of their formulation prowess, people will beat a path to their door in droves. But here is where we separate perception from reality. People are not analytical decision-making machines. They are in indeed feeling creatures who think and not the other way around. It is always going to be heart-over-head.

  • If you know that the humanization of your brand storytelling has got to be job one. It may sound counterintuitive, but when you ruthlessly let go of reflexive tendencies to self-promote and focus instead on how you can improve the lives and wellbeing of your key users, suddenly an entirely new world of powerful brand storytelling unfolds.

Tell a story and put your audience at the center. Give them a role to play. Solve their anxiety and help them believe in what you’re selling. It’s the nervous kid at basketball tryouts who gets injected with a splash of confidence the second his feet slip into a pair of Nike’s. This is the sheer power — and magic of a well-written advertisement.  Jonah Malin

In the brilliant, animated movie Ratatouille, Remy the culinary genius chef rat tries to inspire his more ordinary rat-ish sibling to embrace the love of flavor experiences by combining a bite of cheese (flavor bomb) with piece of fruit (flavor enhancer). Alas his less appreciative rodent brother couldn’t make the gustatory leap out of the garbage can. The love of flavor and taste experience lesson though is ultimately about the result of food enjoyment. Cheese romance isn’t in the cheese-making, it’s in the taste experience and social bond of sharing these moments with people we care about. Remy has it right!

Setting up a successful story

Two important moves can help ensure the path to better storytelling prevails.

First is hyper focus on building personas of the various marketplace consumer cohorts you wish to reach. Go deep on their behaviors, interests, concerns and passions. If our client permits insight research ahead of the persona work, all the better as we get underneath the pieces and parts of how users think and operate.

This work serves as inspiration on the story topics and narrative paths we pursue. If a story isn’t relevant to the lifestyle of its intended recipient, it will not be resonant either. How can you truly cast them as hero of the story if you don’t know them? When consumers see themselves in the story like holding up a mirror, you’ll have their attention – which is the whole point. The biggest hill to climb in modern marketing is securing the time and attention of those you want to engage.

If the story offers no intrinsic value or relevance to the audience, it’s unlikely to be seen or heard.

From personas we move to message mapping based on that study. It’s here where the client’s product bona fides are woven together with the emotionally-inspiring stories that bring the ‘deeper meaning’ requirement to life.

The message map also serves as a terrific interactive tool for internal discussion on how brand stories will be created and what will be conveyed.

There are two specific goals in better brand storytelling practices

  • Remove risk. Nearly 100% of the time consumers operate with one singular goal in mind: to avoid making a bad decision. If for any reason they think a product experience will be unsatisfactory, they will avoid it. Removing risk through verification and validation from respected, credible sources that affirms outcomes will be key to success.
  • Build trust. Here, the character of the storytelling and the voices deployed become essential to gaining attention and trial. Quite often we bring in third-party subject matter experts to help inject trust by validating the fundamentals of what we want consumers to believe. Social media plays a key role here as a tool for proof: people believe the stories told by their peers before they’ll believe what a company claims.

Language matters. Trust building words like endorsed, proven, tested, quality and results can be invoked to help cement confidence. That said, the most powerful and important narrative device at your disposal is emotion. If people feel something through your story it can have a profound impact on behavior and attitude.

Relate-able stories of personal transformation, struggle and achievement will have bearing on engagement and takeaway. This is where deeper meaning lives. People want to be part of something greater than themselves. Help make that a reality. Use your brand’s Higher Purpose to create the foundation of deeper meaning and belief. If there’s a clear and compelling mission, it will become a rallying point for people who “join” the brand as advocates not just users.

  • Relevant, emotional, human, credible stories are the grist of business growth and enviable brand equity. Now you’ve got something relevant to talk about!

If you think a little fresh thinking would be helpful to refine your brand story, use this link to start an informal conversation with us.

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.

Pet brand engagement and social media

Pet Age magazine published our column on social media best practices

February 4th, 2021 Posted by brand advocacy, brand marketing, brand messaging, Brand preference, branded content, Content Marketing, Digital marketing, Emotional relevance, engagement, Pet food, Pet food marketing 0 comments on “Pet Age magazine published our column on social media best practices”

How to optimize social media strategy for pet brand marketing

Our new monthly column for Pet Age magazine tackles how to build consumer trust and engagement with one of the most powerful, credible channels of brand communication. You can read it here.

Learn how to maximize social channel outreach for impact and connection for your business...

Or, enter this link in your browser: https://bit.ly/SocialChannelStrategy

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.

Big ideas inform business and brand behaviors

How Emergent can help you win in the year ahead

December 3rd, 2020 Posted by Agency Services, Brand Activism, brand marketing, branded content, CMO, Content Marketing, Digital marketing, food retail strategy, Healthy lifestyle, Healthy Living, Higher Purpose, Marketing Strategy, Navigation, Social media, social media marketing, storytelling, Transformation 0 comments on “How Emergent can help you win in the year ahead”

2021 will not be kind to ineffective strategies

Emergent’s secret sauce is our unique ability to help clients understand and navigate barriers to their growth – mission critical in what will be a challenging year ahead. The 2021 strategic goal posts have already been moving. In sum, current conditions place an extraordinary premium on correctly dialing in your brand’s higher purpose and deeper meaning – essential to creating consumer trust that unlocks the path to purchase.

  • We can help you define brand higher purpose in your category. Translate this understanding into a strategic go-to-market game plan and map your brand’s relevant messaging. Then create the communication tools to help build an enthusiastic core of brand fans who voluntarily spread your message in their own communities and social circles.

Why this matters to you: consumers’ trust in companies and brands has been declining for years. People believe the voices and experiences of other people before they will accept a brand’s claims and assertions. Social proof is the required verification and validation of what you want people to believe about your brand and products.

Our services:

  • Brand sustainability analysis: defining your higher purpose and brand stand that informs every aspect of the go-to-market plan.
  • Connecting consumer insight to strategic planning: dialing in and optimizing your brand’s relevance to consumers’ lifestyles.
  • Messaging and brand storytelling that engages, enlightens and guides: making the consumer the hero of your brand communication.
  • Building social channel strategies and tools that engage consumers in word-of-mouth activity: the most powerful, credible communications tool on earth.

Free consultation and audit:

We’re offering an easy, zero cost way to assess fit. We start with an informal conversation about your needs and interests in the year ahead. With signatures on an NDA if you desire, we will conduct an audit of your current brand messaging and business priorities. We’ll provide our guidance and thinking at no charge. If what we offer creates value for you and further interest, then we can discuss a scope of work appropriate to your unique needs.

Use this link to open a conversation and let’s talk about how to transform your outcomes in 2021.

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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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