Digital Is More Than Just Words

Note: Screen Shot from What The Fuck Is My Social Media "Strategy"?

A couple days ago, I was on a call with someone who kept throwing out words like upload, connect, share, engage, tag, etc, etc. as their digital plan. I couldn't help but think, this person has just said so much without saying anything.  

Funny enough, the next day a colleague of mine shared this amazing site - What The Fuck Is My Social Media "Strategy".  Essentially, it takes the principle of selecting a few key verbs and nouns and puts them together to form smart sounding phrases, which seem like they're going to lead to spectacular change and magic for your digital execution, but in reality, they say nothing.

The ironic thing is that the digital world can be leveraged to do amazing things, but we need to stop using meaningless, generic phrases to articulate what we can learn from and do in the digital arena.

When it comes to all things digital, we need to, first, understand how it has influenced people's behaviour. Then, secondly, based on this change in behaviour, start to understand digital's impact on brands.

Digital's Influence on Behaviour:

Information, of all kinds, is more accessible than ever. We can communicate real-time with anyone, anywhere in the world, whenever we like. We are in control, and it's all because of the internet. In fact, I sometimes find it impossible to think that we ever lived without it.

This always-on environment has influenced people's consumer behaviour in 3 ways (I'm sure there are many more but I find these ones to be the most essential):

1. We are hungry for information and are ready to share information at any moment. In fact, the majority of millennials around the world consult 4 or more sources when choosing which product or service to purchase and 86% share their brand preferences online in conjunction with recommending products to friends and family (74%)
2. Our expectations are on the rise - we demand to be heard and responded to. We can look to the success of sites like the MyStarbucksIdea.com to understand that consumers expect to have a much closer and more participatory relationship with the brands they purchase.
3. The exchange between the consumer and the brand doesn't end at purchase. Like I've been talking about for over a year now, the days of the purchase funnel are long gone, and we need to start looking at the brand experience much more cyclically. In fact, according to a recent Harvard Business Review, Branding in The Digital Age, consumers are influenced more during the post-purchase phase of their brand experience than pre-purchase.

Digital's Impact on Brands:

As consumers engage more through digital platforms (i.e. mobile applications, Facebook, Google, Blogs, Twitter, Wikileaks, etc.), these behavioural changes will become more dominant, if they aren't already. Therefore, brands will need to adapt to remain relevant to their consumers sustaining long-term demand.

I believe the digital world, and the changing consumer behaviour, has impacted the way brands must behave in 3 ways:

1. To maintain trust in the brand, organizations need to be more transparent and open than ever before. This is where having a strong brand purpose comes in handy. A strong purpose will ensure consistency throughout the organization, which makes it easier to open itself up, as everyone is on the same page and talking the same language.
2. Brands must always be listening, learning and responding to their various stakeholders - this includes consumers, employees, shareholders, etc.  It's no longer acceptable to communicate  statements about the brand with no intention of responding to the audience. Brands should make listening a priority over pushing out statements. Brands need to listen to the discussions that are already happening about them. Learn from those discussions (i.e. what are we known for? what are we liked for? disliked for? what is true and what is not? what do our customers want to see more of from us? etc.).  Based on these learnings, the brand can finally communicate, not in a close-ended fashion, but in a responsive and engaging way to influence and perpetuate the dialogue in a way that further develops the brand.
3. Focus on delivering the brand promise everyday to new and existing customers.  Like I mentioned above, it's more influential to deliver on the promise post-purchase rather than spending the majority of your budget communicating it pre-purchase. Because at the rate of information exchange and consumers' willingness to recommend products they like and trust, your brand message will travel faster and with greater influence when coming from satisfied consumers. Oddly enough, it's through digital channels that the post-purchase influence can be delivered with extended brand experiences, etc. as I discussed in my post on the continued evolution of branding.

There are many tools brands can leverage to create digital experiences. There are social platforms, like Facebook, Twitter, FourSquare, Blogs, etc; there are mobile applications and, how could we forget, websites, etc.  But before we start using these tools, we must realise the importance of choice. I highlight choice because it doesn't make sense to use all of these tools just for the sake of using them.  

Rather, we need to first decide on the role digital is going to play.  How is digital going to help satisfy your brand purpose and deliver on your promise?  After all, based on Landor's 2011 Trends report, we know that consumers want to be surprised and delighted in authentic and personal ways rather than through flashy and fancy gimmicks, indicating that everything we do must substantiate our purpose to be appreciated by consumers.

Once the role of digital is defined, we can begin to pick and choose the tools we feel will create the most impact by creating beneficial brand interactions that will add-value for our customers on a regular basis.

So, lets stop using meaningless, fancy words to sounds smart, and start being smart by understanding the impact digital has had on people's behaviour and use digital tools as a means to accomplish our brand purpose and further deliver the brand promise!

Brand Leadership Must Come From All

In 2009, I read, what remains one of my favorite business books, Built To Last. It talked about how leaders of great organizations build clocks rather than just tell time.  What this means, is great leaders, founders etc. not only tell time, aka innovate pushing their organization forward and driving demand, but they also focus on ensuring everyone in the organization is able to tell time just as well.  So that after those great leaders, founders, etc. leave, the organization will continue progressing forward and accomplishing its brand purpose - ensuring that it is truly built to last.

Recently, we've seen a couple examples, proving this out.

Unfortunately, Steven Jobs, Apple's co-founder, has taken a leave of absence due to poor health. And with this announcement came an immediate dip in its share price. No doubt because Jobs is seen as the quintessential ingredient to the company's success.

I mean when Jobs left Apple, back in the 80's, it completely lost focus on its brand purpose, to design technology for humans, which nearly destroyed the organization.  And it wasn't until the mid-90s, when he returned, that we saw Apple become the cultural phenomena it is today. So now the public think Apple is only successful when Jobs is running the show.

If Apple has been building a clock with proper succession planning and ensuring Jobs' vision is integrated into the corporate values and key KPIs, which the company's talent is measured against, then they could have done a better job featuring and drawing attention to the various team members who have contributed to the recent innovations that keep the brand in the spotlight. This would prove to the public that Apple's success isn't solely dependent on Jobs.

We saw a glimpse of this when Jobs took a leave of absence a year and a half ago for his liver transplant and Timothy Cook took on the daily operations of the company, which he has done again. In doing this, he established confidence with shareholders and employees that he could carry the organization forward, according to the New York Times.  Apple could have done more of this to prove to shareholders and consumers, alike, that Apple will remain the Apple we know and love today when Jobs inevitably steps down from leading the organization forward.

Unlike Apple, Google is making a big point of its recent management "shake up", where Eric Schmidt is handing the reins of the organization to its co-founder, Larry Page, in an effort to reinvigorate the corporate culture taking it back to its nimble entrepreneurial roots.

There are two things I like most about this:

1. Google is making sure its founding values and purpose remain instilled and perpetuated throughout the organization. This tells me that Google is equally devoted to building a clock as it is to telling time.
2. They are making it very public that they can transition leadership to better the organization, and that Google's success isn't dependent on one individual. This will prevent future market uncertainty, if successful, that Apple faces today.

It is examples like these that prove that it is not only essential for the operations of the organization to ensure the brand runs deep within its culture and values of its employees, but it also maintains trust and confidence in the brand from external parties like shareholders and consumers.

Everyone in an organization must be able to lead the brand, as it is not the sole responsibility of one or even a select few individuals.

Branding in 2011

Note: Image from flickr

Happy New Year everyone! I hope you enjoyed the holidays and are as excited for 2011 as I am!!

To kick-off the new year, I thought I would write about what I believe is going to be an important element to branding in 2011.

Last January, I wrote about the importance of being human, aka REAL. This year it's about REAL-TIME.

What I mean by real-time, is that brands need to be nimble. They need to be able to quickly adapt to both new and existing market changes, challenges and opportunities. Essentially, brands need to maintain relevance to be successful in 2011.

Relevancy is needed on a global and micro level. Meaning, on a global level, Western brands will need to begin to establish relevance in the Middle-East and  BRIC nations to take advantage of these emerging markets, while remaining competitive as those nations' local brands begin to grow into Western markets as well.  On the other, more micro side of things, brands need to maintain relevancy through dialogues and experiences that represent the brand's promise whenever, wherever and however the consumer wants.

According to the Landor 2011 trends forecast, consumers are ready to be surprised and delighted again, but not in a flashy and opulent way. Rather they want authentic brand stories and personal connections.  This tells me that for brands to establish relevancy in 2011 they must be:

1. Responsible
2. Authentic 
3. Always On

Responsible:

Having a strong and meaningful purpose, which is an idea that transcends products, categories and culture continues to grow as a crucial component of successful brands. Purpose allows brands to respond to market changes more efficiently and effectively, as they are not limited to one product, one category or one demographic segment.

However, a fundamental shift in consumer behavior has occurred, where they expect brands to have a meaningful purpose that is socially responsible. No longer is this a nice to have, which inspires employees and excites consumers. Rather, it's an expectation that impacts purchase decisions and the organization's bottom line.

Authenticity:

It's one thing to establish a meaningful purpose, but it's another to deliver on it.  A brand must be based on an internal capability. After all you can't talk your way out of something you behaved your way into. So, if you promise something, you better be able to deliver on it.  Also, to be authentic, there needs to be an inherent love and passion to deliver what the brand is promising.

An authentic brand often leads to a strong internal understanding of the brand, which makes it easy to spot various opportunities in new markets, innovations or even in responding and engaging with consumers online.  In essence, authentic brands enable adaptability, as they understand how the brand can become relevant in new environments and/or circumstances. 

Always On:

Another key element to maintaining a relevant brand in 2011 is timing, both in the literal sense of the word as well as location.

Consumers' desire for instant gratification is high, and their expectations for delivery are higher. Therefore, brands must be relevant to consumers in the moment. The best way to accomplish this is to provide utility (information and/or tools) when needed most, and when it makes sense for the brand.  This can be anything from providing useful mobile apps or geo-located experiences, to responding to tweets on Twitter or engaging consumers with meaningful offers on Facebook.

The important thing is that the brand is in the moment and engaging when it's most relevant to the consumer.

Thus in 2011, we're going to see more brands focus on being real-time; establishing relevancy through responsibility, authenticity and being in the moment.  By ensuring relevancy, you establish credibility which influences trust stimulating demand for the brand.

So how are you going to establish responsibility, ensure authenticity and remain always on to become a relevant brand in the increasingly changing marketplace for 2011?

Happy Holidays

With the holidays around the corner, and in the spirit of spending time with friends and family, I am signing off from my blog until the New Year.

2010 has been an exciting year with my recent move to London, as I continue to pursue my passion in branding to help brands make meaning and live it daily.

But 2010 has also been a very exciting year for branding.

We saw a number of noteworthy rebranding initiatives. Some of which made me think, 'good move' (i.e. Aol., Reebok & MySpace), while some others made me raise an eyebrow (i.e. Comcast & Gap).

• The New Aol.
• Rebranding Done Right & Wrong
• Focusing on the bright spots

We also saw the impact social media has had on brands, such as BP and Gap. Proving that the branding process is becoming more democratic in that if customers don't like what they see, they will demand change.

• How far can brand damage spread?
• Please mind the Gap

The rise of mobile technology is changing how we deliver a brand's promise to consumers. Whether it be through something as simple as online status/association, or delivering utility extending the brand experience to live anywhere at any time, when needed most.

• Branding continues to evolve
• Our online identities' impact on brand value

Although this may not be new to 2010, but the importance in attracting and retaining talent, which aligns to the brand's purpose, is key to adequately deliver on its promise, especially when considering the declining workforce due to an aging population. In addition, having a meaningful purpose that genuinely resides at the core of the organization, like TOMS, is in high demand from future talent. As they want to know they are contributing to society and in what way.

• People create the brand
• Meaning will attract & retain future talent
• The purposeful organization: TOMS Shoes

Thank you for another great year of blogging, and I look forward to writing more in the New Year.

Happy Holidays,
Nicole

Mini Series Part 3 - It's the little things

This is the 3rd and final part of my mini series of things that make me think about branding.

Last weekend, in the spirit of the holiday season and in an attempt to try every festive activity happening in London during the holidays, a couple of friends and I went to Skate, the ice rink at Somerset House for an evening of ice skating.

The event is sponsored by Tiffany & Co., and after experiencing it, I felt it was a sponsorship well leveraged.

At the event they created a mini Tiffany pop-up shop, which was filled with festive goodies you could snack on while taking in the evening, a cool use of an iPad to flip through their latest collections, and a counter with a few of their pieces which would make nice holiday gifts:

Not only that, the lighting for the entire experience was Tiffany blue and the Christmas Tree was decorated in Tiffany blue. There was no way a person left the rink without feeling the touch of Tiffany. 

I loved how Tiffany created such a rich, but not overbearing, brand experience, with a subtle yet brilliant  association to treating yourself or your loved one to Tiffany. 

In addition, to the Tiffany themed event, Nike sponsored the ice skates. So everyone who attended the event were able to experience their skates, in a relevant and positive moment stimulating positive brand associations. 

All-in-all this event was a great example of how it's, often, the little things, like immersing consumers in the brand experience, that can have a lasting affect. Creating a personal experience with the brand can place it top-of-mind in the consumer's evoked set increasing their association to the brand and improving brand preference.

Mini Series Part 2 - Be Genuine, Peaceful, Consistent & Focused

Part 2 of my mini series, which I started last week, comes from an article I read last Sunday, in the Times, where Naomi Wollf wrote some helpful tips for successful protesting in response to the recent protesting, here in London, due to increases in tuition. Clearly, considering last Thursday's events, with the attack of Prince Charles' Rolls-Royce on Oxford/Regents Street, they didn't take these into consideration.

Although, I do support their cause, not to raise tuition fees, I wouldn't go as far to say I side with the group as a whole, since I don't support their violent actions, which, unfortunately, at this point, seems to be overshadowing their overall purpose.  According to Naomi, they need to be peaceful, pleasant and get arrested to earn the sympathy of the public to support their cause and help them accomplish their purpose.  I feel the same goes for brands.

When attempting to satisfy the organization's brand purpose - that crazy, audacious goal/idea/dream to make the world better in some incremental way, brands must be set on accomplishing this goal without attacking their competition, while acting consistently by standing for its purpose no matter the cost. This will generate a far greater impact in the minds of consumers when positioning the brand within the marketplace.

Here are some of Naomi's tips she suggested in her article, Don't chat, just sing, smile and make sure you get arrested, last weekend with my rationale on how it applies to branding:

1. Don't march, sit down:  Here Naomi suggests non-violently disrupting "business as usual" does far more than a violent march of people.

The same can be applied to brands - you don't win the hearts of consumers by marching into the marketplace defensive and angry towards the competition. Rather, come in confidently with a clear, positive message, which, ideally, is one filled with solutions and/or innovations.

2. Get rid of the masks and get arrested:  to make a powerful movement you have to show your face, be proud of what you are doing and be willing to get arrested in the process. Don't just smash things and run away.

For brands this is essential. If it really wants to be known for something, it can't please everyone blurring the definition of who the company really is. Rather a brand must clearly stand for what it believes in, whether it is easily accessible and usable information (Google), authentic athleticism (Nike) or putting shoes on more of people's feet (TOMS), and don't waiver from your stance.  Know that some people will dislike or boycott what you are about, but if you run away from your purpose after making a stance, the brand will lose respect from its consumers.

3. Sing, don't chat:  It's hard for police to justify violence against a group of people linked arms singing for their cause, over angry masked chanters.

Brands will see greater adoption of its philosophy when framed positively and opportunistically, rather than nasty call outs against its competition. People will respond better when they see the positive value a brand's purpose can bring them, rather than bashing another brand, whom consumers may, actually, want to defend because of the attack.

4. Get a spokesperson: provide the cause with an identifiable, eloquent leader to communicate the message.

For brands this means: give your brand a face. Apple has Steven Jobs, LiveStrong has Lance Armstrong, Chanel has Karl Lagerfeld, and even Compare the Meerkat has Aleksandr Orlov, the charming meerkat (haha). Having a face makes the brand more human and tangible. These people can take the message across various platforms, both internally and externally of the organization.

5. Use visuals: Make yourself standout through memorable signs, consistent attire, etc.

This is branding 101. It's always best to provide visual cues so consumers will immediately think of your organization/brand when they see its logo, colours and/or shapes. However, this only happens when the purpose is consistently executed.

6. Have fun: Nothing is more fun than changing the world for the better - but you must do it for real, be peaceful, disciplined and brave.

This is particularly true for brands and the people maintaining them - be passionate!  If you're not, you won't have fun. If you are passionate about the brand's purpose, meaning will emerge making it a blast to go to work everyday and to feel a part of positive change.

Brands can learn from protestors that it's of no benefit to be aggressive & hostile when carving out its place in the market. Rather, being genuine, peaceful, consistent & focused will help a brand secure its position, while occupying a positive place in the minds of consumers.

Mini Series Part 1 - Grand Visions Live Beyond Their Maker

Often, I see things, read things or even experience things that make me think about branding. I see something that would make a great metaphor for branding; I read something that may not be about branding but the principles align; or I experience something that makes me think, "great idea".  But I tend to think these ideas are too small or tactical to warrant a blog post.  However, recently, I've had many of these little thoughts. So I have created a mini series, where I would feature some of my brief thoughts throughout the week:

Part 1 - Grand Visions Live Beyond Their Maker

Last weekend, I was in Barcelona visiting a friend and taking in the sites.  I'm a big fan of Gaudi's work, because of his extraordinary vision for architecture and refusal to follow standards.  The last time I saw La Sagrada Familia, his spectacular basilica, was seven years ago.  In 2003, what you see in the picture was still open to the sky with parts of the ceiling lying on the floor.  Needless to say, I was blown away walking into the basilica, seven years later, greeted by this spectacular view!

This got me thinking - La Sagrada Familia began construction in 1882. That's 128 years ago. And its visionary, Gaudi, was only around for 44 years of that!  This means that his vision; his grand/opulent/seemingly impossible dream has had to move forward without him in an attempt to come to fruition. Something I would love to see in my lifetime.

This grand vision, which was last seen by Gaudi looking something like this:

Had to go from that to this...

Note: Image from Wikipedia 

...without the oversight of Gaudi - the original visionary. Rather his vision had to be translated by others along the way. Yet, his idea was so clear that it's being executed pretty close to his original dream:

So, I think brands can take a lesson from Gaudi's Basilica.  If a brand has a purpose that is so grand/beautiful/innovative/purposeful, it will last beyond the original visionary, as it will motivate others to see the vision through and make it a reality. I have heard some people say that their brand could never be as strong or well-executed as Apple, because their founder isn't around anymore, where as Steve Jobs is. I think La Sagrada Familia is a great example of how a truly spectacular dream/purpose with high aspirations can live well beyond its founder in attempts to become a reality.

However, like building Guadi's Basilica, brand purpose doesn't happen over night. Rather, you have to work on it everyday. Making decisions to ensure the integrity of the vision is still maintained. In fact, I remember there being controversy around La Sagrada Familia when they decided to go with poured concrete instead of chiseled granite as it was becoming to expensive, yet they wanted to see this vision through despite major financial trouble.

This brings me to another interesting thought this example provokes - having purpose is not budget dependent. What I mean is, you don't need to say, which I have actually been told, "we can't define a brand purpose this year as it will be too expensive to execute". Well, this is totally wrong. Rather, you do need a purpose at all times in order to make tough decisions that guide your organization forward in a consistent and relevant way, no matter the economic conditions, in an attempt to see the dream through.

All-in-all, I think La Sagrada Familia is a wonderful example/metaphor for how having a strong/exciting/crazy brand purpose can last well beyond its maker, exciting and motivating people for many years to come!