The Brand Love Misconception and Need for New Knowledge Domains

28/1 2010

Loyalty Beyond Reason

The brand love concept were invented when we discovered that consumers were not the completely rational beings we thought they were. We abandoned the cognitive approach, including the unique selling point, in favour of emotional branding. And it was in this context, the concept of brand love emerged, feelings so strong for a brand that it motivated consumers to be loyal beyond reason.

Cheesy Pickup Tricks

For some reason brand love came to be treated as if it was the same and therefore fully analogous to interpersonal love, a passionate affection for another person. Many brand love theories derive their sustenance from that kind of psychological knowledge. It’s probably why the suggested branding techniques, most of the time, look like cheesy pickup tricks. Proposals that suggest that we should make our brands sexy, sensual and mysterious do not really help us. And when there is considerable amount of research that suggests that brand love is not the same as human ditto, I think it is time that we abandon that idea for good, in favour of something closer to the truth and more practically applicable.

Loved Brands are Self-Expressive Brands

Loved brands are self-expressive brands; meaning brands that largely hold self-expressive values. According to traditional brand theory these types of values are of interest only for a particular type of consumers, namely status seekers interested in showing off. But in reality self-expression is so much more than that. Self-expression is necessary in order to position an individual in all the different social contexts in which she have to participate. All consumers are constantly engaged in this kind of activity and uses, among other things, self-expressive brands as symbolic resources for meaning, identification and community, all fundamental and essential building blocks in their life projects.

Meaningful Tools Used by Consumers

So brands can be a very meaningful tools used by consumers in their (symbolic) everyday context, earning their place in their daily lives. And that way they become loved brands, motivating loyalty beyond reason. But to make that happen, we have to understand the consumers’ deeper underlying needs of symbolic building blocks and finding strategies to materialize these values. Traditional brand theories do not address these issues and are therefore not particularly helpful. We are in need of additional theories, probably taken from new knowledge domains.

Jonas Söderström

Jonas Söderström is working with Aegis Media as Senior Communications Planner. He has worked strategically with products, brands, communications and channels for nearly two decades, in different positions and business sectors. He has a degree in Behavioral Sciences and recently published a book on Consumer-Led Branding and Commercial Ethnography.

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Bo Bäckman: Diffusion – how and why an innovation catch on or not.

20/1 2010

Examples: Blu Ray, Mobile TV and Mobile Internet.

Diffusion is about how a new product spreads. These examples are from 2008 and of course it is necessary to measure continuously but there are no continuous data. It is more an analysis of the starting point 2008 and based on interviews from the SIFO Internet panel. The aim was to measure the initial ability to create attention and acceptance. An innovation can be helped on the way by a Superbrand but if the concept does not catch on it might cause harm to the Brand

Charts from in depth interviews (2008) to understand the Why.

1. The Blu-Ray player:

Conclusion: It is a matter of knowledge and cost consciousnes.

In-depth interviews showed that:

Too many were too satisfied with the quality they had today on their DVD-player. Why bother to learn more? Why pay extra? A few had moved on to new media before – Mini Disc and soon noticed that the number of titles was very limited and CD/MP3 was simply better and cheaper. They learnt their lesson. But in the long run better quality will win – the diffusion will take time though.

2. Watching TV on the mobile

Conclusion: A downright refusal – so far.

In-depth interviews showed that:

The perception was that it is too small, you won´t be able to see and what is wrong with my new flat TV?

Very few had the right phone and those who had it didn´t know how to do it.

Some started to talk about WebTV and the possibilities that would give with a TV in the mobile: Watch TV whenever and wherever you want. Seems like the combination will drive the diffusion of TV in the mobile. But what will it cost? Most are used to flat rates and no rates and the price sensitivity is high. In the information trailers in SVT they “warn” that the operators will charge an unknown amount.

Of course the technology interest plays an important role. After all it is only 11 % that consider it very important to be updated on technological development. They notice faster and want to try faster.

But SVT is early out of the starting blocks: Peter Settman, who does not have an image of a young technology freak, informs on SVT about TV in the mobile. He can surely move the diffusion of Mobile TV in the not so technology advanced groups. And he will be helped by the operators and the manufacturers of mobile phones.

3. Mobile Internet

Conclusion

Internet is a must – anywhere and anytime

In-depth interviews showed that:

Internet is necessary and the habits are almost compulsory. They are easy to bring to the mobile and the barriers in terms of settings are overcome because Internet is a must

4. Comparison

The prime obstacle is to create interest – Blu Ray didn´t.

The Idea that a TV in my small mobile would create interest is dumb.

Mobile Internet is to prolong the very important Internet habits.

(Source: TNS SIFO’s Internet panel 2008. 500 interviews.)

Bo Bäckman

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Rhetoric 2.0; the art of speaking in social media

January 13 2010

Propelled by the evolution of the Internet and new digital instruments, recent years have shown a flood of new communication solutions. For you as a communicator and marketer, social media offers a whole new space to operate in; a platform to talk to potential and existing customers, building trust and brand loyalty.

Considering that the digital change started to happen several years ago, one can wonder why a large part of companies with highly developed communication skills have not managed to migrate these skills to the digital world and social platforms like Twitter and Facebook. Instead they are lagging behind when it comes to social media rhetorics. One wonders what happened to the art of creative communication?

Back to square 1
Traditional marketing strategies and tools that have long been applied in commercial communications are being blown apart by new opportunities. This means that experienced communicators are brought back to square 1 in terms of core competencies within the field of communications.

Fear limits the development of new communication skills
I would argue that one of the biggest obstacles to the development of the communication arts in this respect is the fear of new technology, and the inability to be curious and adopt new beliefs in the context of digital communication and social media.

The consumers’ power has vastly expanded thanks to the information and communication revolution, which has also changed the very dynamics of the marketplace. Companies no longer rule, the consumers do. Effectively, enterprises can no longer expect customers to be impressed by grand campaigns or exaggerated product benefits. Consumers cannot be fooled.

Most importantly, consumers want to be let into the process where strategies and decisions are being made. Your trade mark will be created in symbioses with the consumer, and due to the speed of information today, it will be re‑created every day. There is no way around it; companies need to be on their toes in order to satisfy the market in these “new times”.

Survival of the fittest
It pays to be sensitive to changes in consumer demand, and to meet these expectations just-in-time. This means that listen and learn are now crucial behaviors in the marketplace. The company that can adapt most swiftly will survive. The company that can provide the best service and user experience will win.  All the knowledge you need to make good decisions is out there if you dare to listen to your customers.

Personal interaction & co-creation of brands online
Consumers in the digital space are not easily seduced, but demand influence. They want to be listened to, taken care of, and feel important. Through new digital platforms, the relationship between the consumer and the company becomes personal again. The cost of reaching out to your consumers via the internet is close to zero. The distance is none. Companies no longer create brands on their own, rather they are co-created with the consumers. If consumers are not let in, they will break in.

Training your social media skills
In order to be more specific I want to share my thoughts on how communicators can train their “social media-skills”.

What does ’social skills’ really mean?
There is no uniform definition of social competence, but two important building blocks is the ability to listen to other people and to understand their situation.

A receipt of social skills might be other peoples’ judgments about a person, e.g.:
“he is so pleasant”,
“she is a very likeable person.”
“she makes people feel good”

What do you want your audience to say about you, when they interact with your brand online?

The art of speaking with other people.
Let´s think about common sense, and how this should impact our actions online. Internet platforms offer companies and individuals a place where they can talk to consumers and friends. However, the platform itself offers no intrinsic value. If a conversation contains no content, there is no value generated. Hence, neither interest nor confidence is being created.

Let´s take a look at a few examples:

-If you were the owner of a consumer electronics store, would you stand in the door of the entrance, shouting out random offers through a megaphone to every customer about to enter? (Many online banners have the same effect. Offers are not targeted, hence irrelevant to the exposed consumers).

-Would you stand up on the table during a dinner and begin to brag about how good your products are? (This would be totally out of context, even if the offer would be relevant to the crowd).

-Would you interrupt midst of an exciting film during a cinema show, in order to put up a big advertising banner with an irrelevant offer? (Some online video ads have the same disruptive effect).

The three pillars of communication on the internet
Many consumers think there is too much noise and narcissism in social media. If companies would put more effort into calibrating their communication better, social platforms offer an excellent place for business. The tone of the communication is crucial, as well as the relevancy of the content and the value of the offer.

Do-it-yourself philosophy
In the last few years, social media consultants have emerged like never before, and many communications agencies have increased their focus on viral and online communication. The quality of this kind of consulting vary of course, and so far, it may be difficult to assess what is good and what is less good, because of the immature nature of the business. However, I believe that much of the job can be done and quality checked by yourself, simply by asking some questions before launching a social media campaign, or fleshing out your social media strategy.

Below I have made a list of some questions that I believe is important to consider at any given time:

Ask yourself these questions:

1. Do I deliver value?
What customer benefit does your blog or e.g. Facebook campaign generate? Respect your customers’ time and realize that they are smart individuals.

2. Am I being relevant?
Talk about subjects that have a natural link to your field of activity.

3. Am I speaking with my customers, or am I talking to them?
Consumers are much more interactive than 5 years ago; they want to have a dialogue. If you can relate to your customers in this interactive way, you will soon discover that your customers will begin to talk about you, convincing others that your brand is superb.

4. Am I being transparent?
Transparency is one of the most important building blocks in the digital marketing. Transparency in combination with complete access to information means that you must be completely truthful and open. If you try to cover up facts or incidents, you will get caught.

5. Am I engaging my target group?
Invite your customers to co-creation, or make sure you supply them with quality entertainment. Consumers have developed incredibly efficient “bullshit-filters”, after many years of media noise.

6. Am I thinking of my brand as a personality?
Choose the right tone for your brand and be consistent in the way you speak. No one likes schizophrenic or obsessive personalities. No one will listen to shouting or bragging. Be nice, self-confident and charming.

7. Am I taking my brand too seriously?

Keep the playfulness and the self-distance. Ice cream is good, but it is not the most important thing in the world. :–) Again, remember that your brand has a personality.

8. Am I being sensitive and flexible?
The world is constantly changing, and the Internet changes even faster. It is important to reflect upon trends, and concurrent happenings in the communication. Because of the dynamics behind communication, it is difficult to make a perfect communication plan that you can rigidly stick to for a whole year. It is impossible to know in advance what events whose waves you can ride of.

9. Am I realizing that everything talks and has ears?
Your brand is communicated from a variety of sources on the Internet, not just from the sources you choose. This means that your message can not be isolated to e.g. your blog, your website and your Facebook page. The viral power of the Internet, will operate both to your advantage as well as to your disadvantage. So make sure to keep track of what is said about your brand, in order to meet the criticism in a clever and brand building way. One method is to search micro blogs, in order to find out what your customers are satisfied and dissatisfied with. Also, ensure that it is not only bad PR at the top of your search results on Google. The grass root movement is a fascinating internet phenomenon.

The DNA and building blocks of a brand
An important insight may be that a lot of companies are not built for a social personality from the start. It is difficult to be an interesting brand personality if the core business is the making of mechanical products. Despite this, it is interesting to think about a company or a brand as a personality. If Caterpillar was a man, would he go to a lot of cocktail parties and stand up on the table and dance? Probably not! What would Coca Cola do? Is your brand´s personality reflected in the way it is expressed in social media? Do stay close to your brand´s core values and personality when interacting with your clients online.

The mobile revolution is here and intensifying
The evolution of digital does not end with the internet. New platforms will emerge and revolutionize the way we communicate, over and over again. The flavor of 2010, is that communication platforms are being engined by increased mobile access worldwide, and will be the next change in the way we communicate and do business. Mary Meeker, internet analyst, stated this in her annual trend report for the Internet. Meeker establishes that the mobile Internet is, and will be, greater than everyone thinks.

Last but not least, remember that courage is a very forgiving thing. Consumers will appreciate companies who dare to try new things, and that are humble to changes.

Kim Alltorp

Kim Alltorp
Kim Alltorp works with the marketing of Google’s Consumer Products in the Nordic markets, and has worked in the company for three years. She graduated from the Gothenburg School of Business, Economics and Law in 2006 and during her studies, she worked with the marketing of brands such as Volvo Cars, Kilroy Travels, AstraZeneca and P&L Nordic AB.

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