Stirring Bulletins (TM) # 5

THE WHAT
Brand actions make more impact - and count for more - in the eyes of prospects and customers.


THE WHY
People are more sophisticated and savvy about marketing practices than ever before. They have become increasingly aware of marketing techniques and strategies that companies use to appeal to them – it’s not just the younger generations that are seeing through it and reacting indifferently when something looks and smells like marketing.

Rising consumer economic power, more informed choices driven by internet-driven information and social networks had shifted the balance of power towards consumers in how they think and feel about brands.

Compounded by a market situation of product and brand proliferation at shelf and on-line, communications ‘promise-making’ is no longer as effective.

Brands that engage in actions as a way to connect with people will be more successful because, as with people, behavior speaks louder than words.


THE HOW


Middle Ages Thinking

Communications is the dominant strategy to reach and shape perceptions of prospects to attract them towards the brand






Renaissance thinking

It is through actions - and dynamic interactions - that brands deliver value to the prospects that experience them, who in turn fuel a buzz which enable other people to connect with it vicariously.





Example:

Charmin’s brand action in New York City






















The brand delivered a welcome experience for tourist about town (and one presumes, locals too) with its 20 individual restrooms staffed with a dedicated team of attendants and cleaners, along with a comfortable waiting area. The communications’ wit and style only added to were charming too.