Building a Brand as Consumers Take Control
48
Paul Koch July 31, 2009 Viget Labs Building a Brand as consumers take control
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How are companies maintaining control of their brands as consumers 1) take control of the media they consume and 2) distribute their own messages about brands?
Transcript of Building a Brand as Consumers Take Control
Paul KochJuly 31, 2009
Viget Labs
Building a Brandas consumers take control
the good old days
the good old days
• clear unique selling
propositions
the good old days
• clear unique selling
propositions
• fewer companies
the good old days
• clear unique selling
propositions
• fewer companies
• easy brand choices
marketing
heavy message
control
marketing
heavy message
control
prime time TV
spots are king
marketing
3 TV spots:
80%
coverage of
the U.S.
1965
today
today
consumers are rejecting
consumers are rejecting
consumers are rejecting
consumers are rejecting
“Traditional TV advertising will be
1/3 as effective in 2010 as it was
in 1990.”
-McKinsey
new opportunities
80%
coverage;
average of
4.6 hours /
month
The marketing opportunity doesn’t come from here
It comes from
here
a question
if the consumer controls the
messages, can a company
still control its brand direction
and inspire users?
“Price and functionality are now taken for granted
(or, in other words, not sufficiently
differentiating). It is now the intangible,
irrational, and subjective attributes of the brand
offering that are the new factors of success . . .
Empowered brands are the ones managing to
deliver hedonist and emotional attributes
throughout the brand experience.”
-Vladimir Djurovic, CEO, Labbrand China
“People spend money when and
where they feel good.” -Walt
Disney
good companies
inspire affinity toward the
product
good companies
inspire affinity toward the
product
inspire affinity for the company
good companies
inspire affinity toward the
product
inspire affinity for the company
by letting the consumer
approach you, rather than the
other way around.
affinity
• doesn’t have to be earth-
shattering
affinity
• doesn’t have to be earth-
shattering
• any good feeling a product
creates
examples: product affinity
http://www.youtube.com/v/-AoLlUmgCLM
affinity
shows that Coke is whimsical
and fun.
affinity
creates cognitive dissonance:
“If I work for it, I must like it.”
http://www.youtube.com/v/8UxWkZtUKaI
affinity
excites about the finished
product.
http://www.youtube.com/v/bwKlnT_nrIc&feature=response_watch
affinity
appeals to user’s sense of
youth, play, and
personalization.
examples: company affinity
affinity
reflects Hyatt’s level of
service—when you stay there,
you’ll make the most of your
destination.
affinity
limited quantity highlights
desirability—and creates
more dissonance.
affinity
shows that if Virgin breaks
guitars, you won’t have to
make a YouTube video to get
it fixed.
“Micro-interactions are the everyday exchanges that we have with a product, brand and service. Each one, in and of
itself, seems insignificant. But combined they define how we feel about a product, brand or service at a gut emotional level.”
-David Armano, AdAge
thanks
