Archive for the ‘brands’ Category

Nobody knows what they are doing

Tuesday, November 13th, 2012

In marketing at least – according to Razorfish’s Clark Kokich.

He is talking about those that practice the old, “This is what we are, and how do we shine it up?” model of marketing rather than creating “brand experiences” that run deeper.

“It’s less about advertising and more about creating an experience that transforms what it means to be a customer of a brand. And that change has really caused a lot of consternation in marketing because none of us were trained to do that.”

To make this shift he praises curiosity over expertise.

“What you need more than expertise is curiosity, someone who’s interested in what’s happening, loves change, and wants to develop ideas and drive change…You’re just not relevant if you’re fighting the reality of what’s happening.”

And to know what’s happening and what opportunities are out there you have to be plugged into your audiences’ lives more than ever.

Not everything is a touchpoint

Tuesday, October 2nd, 2012

Or at least should be.

Just because more touchpoints have become available (mainly through new technology, including mobile), it doesn’t mean brands should try to land-grab them all. For one thing we don’t want to be bombarded. Some channels still remain private domains. Just.

And actually only some moments count. Like Orange’s “Good things happen when your phone is turned off” advertising campaign, judiciousness is a good strategy for both efficiency and effectiveness.

Mapping the Whole Experience

Wednesday, August 8th, 2012

Have been revisiting Indi Young’s Mental Models recently. In one section she urges readers to ‘Pay attention to the whole experience’ when building up a model of user experience.

The “whole experience” includes all the ways an organization interacts with its users: stores, account statements, customer service calls, product ordering web sites, packaging, and so forth.

The reason to do this is to gain competitive advantage:

Businesses that pay attention to the entire spectrum of customer interaction, and get it right most of the time, win attention and loyalty. Because the mental model depicts the whole of the user’s environment—it is not focused on one aspect, service, or tool—it represents the user’s perspective of the whole experience.

This echoes the call to pay attention to the 7 dimensions of branded customer experience that bridge the gap between brand promise and experience.

One of the applications of nativeye is to map all the points customers experience your product, service or brand – helping you to build user mental model based on real user data.

7 dimensions of the branded customer experience

Monday, August 6th, 2012

We’ve talked before about the challenge of bridging the gap between brand promise and experience. Here’s some more from the CIM report about the 7 areas that need to be aligned.

From Maz Iqbal:

According to the CIM: “Over the last fifteen years, the concept of branding has evolved from merely a design and communications-led ideal to one which runs far deeper into the DNA of an organisation. Today’s CMO has little choice but to acknowledge that whilst brands are built on promises, it’s the experience delivered that makes the difference between a myth and a reality.”  So how are marketers and the organisations they work for/within getting on in making this shift?

According to the research/report put out by CIM there are 7 key dimensions at the heart of the branded customer experience: strategic vision, leadership, customer-centricity, culture, operations, measurement and marketing clout. 

Read more about each of these 7 dimensions here

Brand promise, customer experience and everything in between

Friday, July 20th, 2012

This article calls on marketers to fix the disconnect between the promises brands make and the actual experience customers receive.

“Essentially, brands are built on promises but it’s the experience you have of an organisation that constitutes reality.” Thomas Brown, head of insights at the CIM

It suggests marketers are falling into the trap of claiming more and more about their brand in order to cut through in the crowded marketplace, but without backing it up in practice.

Is lack of customer insight to blame? Perhaps only on the part of senior marketers:

The CIM report found that while customer insight and research are being shared across business units, and senior leaders, it rarely permeates the ranks of the organisation. Only 14 per cent of the marketers surveyed said it was the main driver of decision making.

Not that this insight should be applied in a uniform way. An advertising campaign can be outrageous and not based in reality as long is this is understood by the audience not to be an actual product claim. Good brand communication and good customer experience can look very different – as long as they both deliver on their respective briefs.

But it may be that when it comes to customer experience, useful trumps engaging. For Google at least:

Google’s problem is also the challenge that many brands now face- given the complexity of media fragmentation, brands want to try and create deeper engagement through social media channels with their creative assets, but there’s a big danger here; brands need to be providing things that are ultimately useful to consumers.

And

Too specific a focus on communication engagement might lead brands to take their eye of the ball and not continue to innovate their product portfolio, falsely believing that engaging communication is a substitute.

Brand Utility anyone?