tag:blogger.com,1999:blog-70160928411282488082024-03-19T00:43:19.295-04:00Goodbuzz#Goodbuzz showcases the ideas, trends and technologies behind the world's most innovative marketing. Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comBlogger388125tag:blogger.com,1999:blog-7016092841128248808.post-88144507547443667872020-12-15T10:27:00.001-05:002020-12-15T10:27:19.277-05:00Planning Dirty Strategy Academy Free Resources<p class="MsoNormal"><span style="font-family: Calibri; text-transform: uppercase;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7Dk62C3kY88Cvbs69KA7xUn9fCHtksiV_stzdb9RCYDWITr7MxVlwFMRN8U4x0o0d9Wb8S0Y2h_e7VbnytNQS3-MVRd0L2DOC47moTMpfOx37imPMSrcnYpUaDdB-yBPFhO4R4fCNY6w/s750/pd.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="186" data-original-width="750" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7Dk62C3kY88Cvbs69KA7xUn9fCHtksiV_stzdb9RCYDWITr7MxVlwFMRN8U4x0o0d9Wb8S0Y2h_e7VbnytNQS3-MVRd0L2DOC47moTMpfOx37imPMSrcnYpUaDdB-yBPFhO4R4fCNY6w/s320/pd.png" width="320" /></a></div><br /> <p></p><p class="MsoNormal"><span style="font-family: Calibri; text-transform: uppercase;"> </span></p><p class="MsoNormal"><span style="font-family: Calibri; text-transform: uppercase;"> </span></p><p class="MsoNormal"><span style="font-family: Calibri; text-transform: uppercase;"> </span></p><p class="MsoNormal"><span style="font-family: Calibri; text-transform: uppercase;">Planning
Dirty Strategy Academy Free Resources</span><br /><span style="font-family: Calibri; text-transform: uppercase;"></span></p>
<p class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;">Free <a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=fa9b8c4dec&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">creative
briefing course</span></a>.</span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=beac5317ec&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">Short Sharp
Strategy</span></a> (Write better strategy) </span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=79638f3816&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">Strategy Mate</span></a>
(Key tools needed for a strategist)</span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=f0f81e6f7e&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">10 Best
Strategy Papers</span></a> (Learn from the best)</span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=dbae05e8e0&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">Giving
Creative Feedback </span></a>(Learn to give great feedback)</span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=002911a73d&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">Creative
Brief Template</span></a> (Created the Frankenstein brief template)</span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=dcf0b8bafd&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">Politics 101</span></a> (Hot
to deal with office politics)</span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=50b61e5270&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">The Cogs Of
Marketing Effectiveness</span></a> (How marketing works) </span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=01ee1a0af1&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">100 Creative
Ideas on Tiny Budgets</span></a> (Budget shouldn't be a limitation) </span></p>
<p class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=24c688b70d&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">Comms
Planning Stats</span></a> (Key statistics for the value of comms planning)</span></p>
<p class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;"><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: Calibri;"><a href="https://planningdirty.us6.list-manage.com/track/click?u=f39f5a11a02f451723b29b6d6&id=931dabaa10&e=4206493003"><span style="color: windowtext; text-decoration: none; text-underline: none;">How to work
with creatives</span></a> (Essential to being a successful strategist)</span></p>
<p class="MsoNormal"><span style="font-family: Calibri;"> </span></p><p class="MsoNormal"><span style="font-family: Calibri;">
</span></p><p class="MsoNormal"><span style="font-family: Calibri; text-transform: uppercase;">Supplemental
Reading</span></p>
<p class="MsoNormal"><span style="font-family: Calibri;">“<a href="https://www.scribd.com/document/89945626/JWT-London-Planning-Guide">Planning
Guide</a>” by JWT London</span></p>
<p class="MsoNormal"><span style="font-family: Calibri;">“<a href="https://www.lahistoriadelapublicidad.com/docs_ahp/ahp57.pdf">Truth, Lies
and Advertising</a>” by Jon Steel</span></p>
<p class="MsoNormal"><span style="font-family: Calibri;"><style>
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<p class="MsoNormal"><span style="font-family: Calibri;"><i>“At the heart of an
effective creative philosophy is the belief that nothing is so powerful as an
insight into human nature, what compulsions drive a human, what instincts dominate
their action (even though their language so often camouflages what really
motivates them.) For if you know these things you can touch them at the core of
their being."</i> - Bill Bernbach</span></p>
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{margin-bottom:0cm;}</style></p>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-19447973957410103712020-08-27T12:09:00.002-04:002023-04-12T13:02:59.193-04:00BRANDS CANNOT BE ALL THINGS TO ALL PEOPLE<span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";">It was once said that a brand could only be one of three
things – better, different or cheaper. That said, a brand can also be ‘new’,
which is helpful but, of course, only temporary. In the service economy
‘faster’ can also be brand positioning. Lastly, if a brand fits into none of
these categories it could be considered “doomed.”</span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";"> </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";">Admittedly this seems overly simplistic. But for every
contested brand category, the dominant brands clearly fits into this
classification. Take airlines for example. Emirates and Virgin are
positioned as better. Spirit and West Jet are cheaper and Southwest is
different. </span></span></p><span style="font-family: trebuchet;">
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</span></span><p class="MsoNormal"><span style="font-family: trebuchet;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: trebuchet;"><span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOVhVbljfX-vwQH3rpYWAHXRLD0in3dCcJUKGj92I2DFLBp-16c1GIUL07h-yyUlnjk8MPnMWUWKiibSdhGYZrKl68Mdh5zN_ZI3yHoS7-DpT6BoLUt7nRlpqKcd5GtlOmZndZ-iqCF1E/s642/BrandPositioning.png" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="383" data-original-width="642" height="306" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOVhVbljfX-vwQH3rpYWAHXRLD0in3dCcJUKGj92I2DFLBp-16c1GIUL07h-yyUlnjk8MPnMWUWKiibSdhGYZrKl68Mdh5zN_ZI3yHoS7-DpT6BoLUt7nRlpqKcd5GtlOmZndZ-iqCF1E/w512-h306/BrandPositioning.png" width="512" /></a></span></span></div><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span>As
demonstrated in the adjacent Venn diagram, brand positioning can overlap. There
are indeed well crafted power brands that occupy two circles. As consumers, it
takes us minimally two planes of improvement in order to choose a particular brand
or business for its value proposition. Think Tesla, which many see as both
better and different. Or, Old Navy, which may be seen by many as both cheaper
and different. While certainly possible, there are few examples of better
and cheaper. </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";"> </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";">What is impossible is to occupy all three circles
simultaneously. Moreover, why would a brand want to be all three? <span style="mso-spacerun: yes;"> </span>If, for example, your brand is perceived
as both better and different you can charge a premium price so it would be
foolish to throw away this well-earned margin by also claiming to be
cheaper. Let us also agree that (in most cases) “cheaper” positioning is
a ‘race to the bottom’ with increasing commoditization and diminishing
returns. </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";"> </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";">“Better” might entail a high level of expectations
surrounding design as it relates to your product. It might also represent a
superior service professional who is providing the direct client interface. It
could mean that it’s the “full service,” highest value package to all customers
and that you drop the lower-range product offerings. It could factor in a
seamless user experience in your app, or perhaps even a customization level
that was previously unavailable. </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";"> </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";">Figure out what “better” means to you, as well as to the
customers you serve – because this will mean different things to different
people.<span style="mso-spacerun: yes;"> </span>Your answer just has to arrive
at the fact that it’s far superior to your current version, your competitors,
and to the status quo.<span style="mso-spacerun: yes;"> </span>This, if you’d
like to change any sort of consumer behavior by offering a better option.</span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";"> </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";">In today's world the pace of innovation, change and growth
have gotten so much faster, that even if you checked all three boxes (of,
faster, better, and cheaper) these are no longer sufficient to guarantee
success in the on-demand economy. Especially as new <a href="https://www.blogger.com/"><span style="color: blue;">D2C</span></a> brands
are shaking up the landscape.</span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";"> </span></span></p><span style="font-family: trebuchet;">
</span><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";">No matter which position you choose– figure out what your
brand is, internalize it, and then stick with that plan to continuously
surprise and delight your clients. Ultimately, while you may not be able to
dictate brand positioning to your potential customers you can still influence
your audiences with a strategic brand narrative to mold their opinion over
time. Need some help crafting you perfect positioning? We can <a href="https://www.blogger.com/"><span style="color: blue;">help</span></a>. </span></span></p><p class="MsoNormal" style="margin-bottom: .1pt; margin-left: 0cm; margin-right: 0cm; margin-top: .1pt; margin: 0.1pt 0cm; mso-para-margin-bottom: .01gd; mso-para-margin-left: 0cm; mso-para-margin-right: 0cm; mso-para-margin-top: .01gd;"><span style="font-family: trebuchet;"><span style="mso-bidi-font-family: "Times New Roman";"> </span></span></p><span style="font-family: trebuchet;">
</span><p><span style="font-family: trebuchet;"><style>
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div.Section1
{page:Section1;}</style></span></p>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-46312729193770821662020-04-21T05:33:00.003-04:002023-04-12T13:04:28.688-04:00HOW TO PERSUADE PEOPLE TO CHANGE THEIR BEHAVIOUR<span style="font-size: medium;"><span style="font-family: trebuchet;">
<br />
</span></span><div class="separator" style="clear: both; text-align: center;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglQudN-Zu5IV0MyXy-RDJyPQ3FGty2q8IS9VMen8obnWzKH84gUTXd2h2O5CT51ZFFwUnj3qTgsH21q1yw3hsf5ghze3DC_-mV0ACCnOYAv-d2QMHY8viJIiztBDyqTD2YuoaDkFCsa-0/s1600/dog.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="394" data-original-width="700" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglQudN-Zu5IV0MyXy-RDJyPQ3FGty2q8IS9VMen8obnWzKH84gUTXd2h2O5CT51ZFFwUnj3qTgsH21q1yw3hsf5ghze3DC_-mV0ACCnOYAv-d2QMHY8viJIiztBDyqTD2YuoaDkFCsa-0/s320/dog.jpg" width="320" /></a></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Government and public
health organizations have been tasked with the challenge of changing
behavior — getting people to not only practice social distancing and
shelter in place but also do it for weeks and potentially months. Not
surprisingly, almost everyone is relying on the standard approach to drive
change: Tell people what to do. Issue demands like: “Don’t go out,”
“Stay six feet apart,” Wash your hands,” and “Wear face masks.”</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>While a lot of us are
following recommendations so far, making sure everyone sticks with them for the
long haul is a tougher ask. Some people are still or have resumed congregating
in groups. Some churches, with support from their local leaders, are flouting
stay-at-home orders. And protesters have begun to demand that businesses reopen
sooner than experts suggest.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Directives aren’t
particularly effective in driving sustained behavior change because we all like
to feel as if we are in control of our choices. Why did I buy that product, use
that service, or take that action? Because I wanted to. So when others
try to influence our decisions, we don’t just go along, we push back against
the persuasive attempt. We get together with a friend, shop more than once a
week, and don’t wear a mask. We avoid doing what they suggested because we
don’t want to feel like someone else is controlling us.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Our innate anti-persuasion
radar raises our defenses, so we avoid or ignore the message or, even worse,
counter-argue, conjuring up all the reasons why what someone else suggested is
a bad idea. Sure, the governor said to stay home but they’re
overreacting. </span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Maybe the virus is bad in
some part of the country, but I don’t know a single person who’s gotten
it. And besides, many people who get it are fine anyway, so what’s the
big deal? Like an overzealous high school debater, they poke and
prod and raise objections until the persuasive power of the message crumbles.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>So if telling people to do
doesn’t work, what does? Rather than trying to persuade people, getting them to
persuade themselves is often more effective. Here are three ways to do
that.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>1<span style="text-transform: uppercase;">. Highlight a gap</span> </span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>You can increase people’s
sense of freedom and control by pointing out a disconnect between their
thoughts and actions, or between what they might recommend for others versus do
themselves.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Take staying at home. For
young people who might resist, ask what they would suggest an elderly
grandparent or a younger brother or sister do. Would they want them out,
interacting with possibly infected people? If not, why do they think it’s
safe for them to do so?</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>People strive for internal
consistency. They want their attitudes and actions to line up.
Highlighting misalignment encourages them to resolve the disconnect.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Health officials in
Thailand used this approach in anti-smoking campaign. Rather than telling
smokers their habit was bad, they had little kids come up to smokers on the
street and ask them for a light. Not surprisingly, the smokers told the
kids no. Many even lectured the little boys and girls about the dangers of
smoking. But before turning to walk away, the kids handed the smokers a note
that said, “You worry about me … but why not about yourself?” At the bottom was
a toll-free number smokers could call to get help. Calls to that line
jumped more than 60% during the campaign.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>2. <span style="text-transform: uppercase;">Pose questions</span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Another way to allow for
agency is to ask questions rather than make statements. Public health
messaging tries to be direct: “Junk food makes you fat.” “Drunk driving is
murder.” “Keep sheltering in place.” But being so forceful can make people feel
threatened. The same content can be phrased in terms of a question: “Do you
think junk food is good for you?” If someone’s answer is no, they’re now in a
tough spot. By encouraging them to articulate their opinion, they’ve had to put
a stake in the ground — to admit that those things aren’t good for them. And
once they’ve done that, it becomes harder to keep justify the bad behaviors.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Questions shift the
listener’s role. Rather than counter-arguing or thinking about all the reasons
they disagree, they’re sorting through their answer to your query and their
feelings or opinions on the matter. And this shift increases buy-in. It
encourages people to commit to the conclusion, because while people might not
want to follow someone else’s lead, they’re more than happy to follow their
own. The answer to the question isn’t just any answer; it’s their answer,
reflecting their own personal thoughts, beliefs, and preferences. That makes it
more likely to drive action.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>In the case of this
crisis, questions like “How bad would it be if your loved ones got sick?” could
prove more effective than directives in driving commitment to long-term or
intermittent social distancing and vigilant hygiene practices.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>3. <span style="text-transform: uppercase;">Ask for less</span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>The third approach is to
reduce the size of the ask.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>As an example, a doctor
was dealing with an obese trucker who was drinking three liters of Mountain Dew
a day. She wanted to ask him to quit cold turkey, but knew that would probably
fail, so she tried something else. She asked him to go from three liters a day
to two. He grumbled, but after a few weeks, was able to make the
switch. Then, on the next visit, she asked him to cut down to one liter a
day. Finally, after he was able to do that, only then did she suggest cutting
the soda out entirely. The trucker still drinks a can of Mountain Dew once in a
while, but he’s lost more than 25 pounds.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Especially in times of
crisis, health organizations want big change right away. Everyone should
continue to stay at home, by themselves, for two more months. But asks
this big often get rejected. They’re so different from what people are
doing currently that they fall into what scientists call “the region of
rejection” and get ignored.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>A better approach is to
dial down the initial request. Ask for less initially, and then ask for more.
Take a big ask and break it down into smaller, more manageable chunks.
Government officials responding to the pandemic are already doing this to some
extent by setting initial end dates for social distancing measures, then
extending them. But there might be more opportunities, for example when experts
allow for some restrictions to be lifted — say, on small gatherings — but
insist that others, such as concerts or sporting events, continue to be banned.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>Whether we’re encouraging
people to socially distance, shop only once a week, thoroughly wash hands and
wear face masks, or change behavior more broadly, too often we default to a
particular approach: Pushing. We assume that if we just remind people
again or give them more facts, figures, or reasons, they’ll come around.
But, as recent backlash against the Covid-19 -related restrictions
suggests, this doesn’t always work over the long term, especially when your
demands have no fixed end date.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><br /></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div class="MsoNormal">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span>If we instead understand
the key barriers preventing change, such as reactance, and employ tactics
designed to overcome them, we can change anything.</span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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{page:Section1;}</style></span></span>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-9153374502818860522019-11-18T05:54:00.001-05:002023-04-12T13:09:28.352-04:00SIGNAL IN THE NOISE: ADVERTISING IN THE AGE OF DATA<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjE5GkW3Vgqi9k6Aqs1Np2THlxA-htPiC6xrVA2KgeE3nxHGedQOisDmer8UfOfNhZ6XkNu2de2F2YzilcuQ8gqwg_HWROaDu-HgDmWlBHFtSFCKS-C4g2dLdxZj02ihnCvAJ6VcZyhLNY/s1600/image1.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1047" data-original-width="1600" height="209" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjE5GkW3Vgqi9k6Aqs1Np2THlxA-htPiC6xrVA2KgeE3nxHGedQOisDmer8UfOfNhZ6XkNu2de2F2YzilcuQ8gqwg_HWROaDu-HgDmWlBHFtSFCKS-C4g2dLdxZj02ihnCvAJ6VcZyhLNY/s320/image1.jpg" width="320" /></a></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">Advertising is the quintessential example of an industry known for creatively embracing what’s new and next. From emerging technologies, channels, and formats to bold, go-to-market media strategies that are guided by evolving customer expectations for personalised, seamless, and omnichannel experiences, the most successful brands, agencies, and vendors just keep moving forward. </span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">This topic has been discussed for a number of years now from “<a href="https://www.oneclub.org/podcasts/-list/3/32/all" target="_blank">Talking to Ourselves”</a>, “<a href="https://podcasts.apple.com/fr/podcast/lee-clow-will-only-say-this-once/id1438908624" target="_blank">Lee Chow Will Only Say This Once</a>”, CP+B’s “<a href="https://podcasts.apple.com/fr/podcast/the-woodshed/id1448527627" target="_blank">Woodshed</a>”, and “<a href="https://podcasts.apple.com/fr/podcast/disruptor-series/id1212945543" target="_blank">the Disruptor Series</a>” and many others. What is absolutely clear is that the agency model has shifted. We all know it’s shifted. We can feel it. Our relationship with the client has shifted. Our value proposition (and perceived value) has shifted. The culprit? For the sake of brevity – is “Data”.</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">The introduction of “data” into our business has shifted the perception that what, once upon a time was considered alchemy, is now quantifiable. The pendulum that swings between art and science in advertising has decidedly taken a step towards science. Why? Well, for one, it’s the natural course of human progress. </span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">We humans have a history of decoupling and commoditizing our once lofty constructs. You may remember years ago the arduous task (and associated costs) of building a website? Today, we have Squarespace for $16 per month. </span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMwCoYFozYPl8A35H3Z00S1Xa2orDiDRWAweCdQMoETjpNmujd4nrigc2cqErEGAXGHM_0cj0q3Ck63b4R7FML7DD90nSzMpcBuSCXcRyIF-betF_LNKH92Wh38gb1NaxvXgGiMMZ9WpY/s1600/image.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1047" data-original-width="1600" height="209" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMwCoYFozYPl8A35H3Z00S1Xa2orDiDRWAweCdQMoETjpNmujd4nrigc2cqErEGAXGHM_0cj0q3Ck63b4R7FML7DD90nSzMpcBuSCXcRyIF-betF_LNKH92Wh38gb1NaxvXgGiMMZ9WpY/s320/image.jpg" width="320" /></a></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
<span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">Moreover, with the dollars attached to advertising at large, you can bet that any number of intelligent people will attempt to commoditize any number of its functions. To this end, the advent of this “Age of Data” has put all advertising practices under scrutiny.</span></span></span></span><br />
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">But the backlash today being witnessed (against the traditional ad agencies of the world) is palpable. The problem appears to be that this “Age of Data” promised far more than it has delivered.</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">It is the natural and inevitable course of human evolution. However, being able to quantify and benchmark every consumer transaction along the customer journey is not tantamount to success. We now, arguably, have access to every metric under the sun but the data is largely meaningless. </span><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">We are still pressed daily to find the signal in the noise. </span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif">This harsh reality has manifested in plateaued CX performance, digital transformations
that did not deliver the expected returns, and early efforts to capitalize on
new technologies and models that took a technical, rather than operational,
viability path.</span></span></span></span></span></div>
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif">The
larger risk may be market-based. While taking a step back to build foundation,
those firms may have missed a closing window of good economic times and
deferred more aggressive strategies to an economic climate that is at best
mixed and, at worst, recessionary.</span></span></span></span></span></div>
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif">At the same time AI
and robotics move deeper into the organization, closer to the customer, and,
more profoundly, into the very makeup and operations of the company. This presents
the best mechanism to drive growth - a strategically planned ecosystem that
delivers value to customers throughout their life cycle. To establish a
successful ecosystem, CMO's will need to thread
the needle between employee experience, customer experience, brand purpose,
creative, and technology, imbuing all these crucial areas with customer
obsession.</span></span></span></span></span></div>
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif">Smart CMOs will undoubtedly begin pulling back on strategies that drive
short-term gains at the expense of customer affinity, including <a href="https://www.businessinsider.co.za/dark-patterns-online-shopping-princeton-2019-6?r=US&IR=T">dark
patterns</a> —design patterns that manipulate customers against their own
interests. Meanwhile, spend will flow back into creative as the importance of
differentiated branding becomes apparent in a world of digital sameness.</span></span></span></span></span></div>
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif">At the same time, technology-driven
innovation — the ability to deliver new business results through opportunities
discovered by continuously experimenting with technology, both emerging and
established — will soon be table stakes for leading organizations. </span></span></span></span></span></div>
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</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">Today, deep learning is sorting pictures posted on Snapchat, natural language processing is providing the backbone for customer service chatbots, and machine learning is helping companies accelerate product development by handling tasks from forecasting the effect of cancer drugs to helping to edit Hollywood movies.</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">Just imagine an advert that dynamically changes the tone of the voiceover based on the unique preferences of the viewer. The convergence of AI with human creativity and insight will transform advertising, and we’re just beginning to see what’s possible.</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">Artificial Intelligence allows machines to be able to carry out tasks in a way that we would consider “smart”. And, Machine Learning is based around the idea that we should just be able to give machines access to data and let them learn for themselves. Employing both, however, despite their infinite promise, has also not yet delivered real, tangible value (at least at scale or </span><i style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">en masse</span></i><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">.)</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">Yet, we are still pressed daily to find the signal in the noise. Moreover, we are still dealing with error-laden legacy data in disparate silos and clients are ill-equipped and the speed of technological change (which means we are always catching up.)</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXkqMcKQWHtrWpzpikb1JpvrX0ThVUBNJWHmV4DU0-P3nferYsYIsR_k4fr-LxcLETfxoxh7dPmrnBmmgg885xYebCEztLXFnZNWfnoZ8Rr3Sc-ubBHPv9f0V382cUOKTv7tO90iAe874/s1600/image3.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="454" data-original-width="800" height="181" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXkqMcKQWHtrWpzpikb1JpvrX0ThVUBNJWHmV4DU0-P3nferYsYIsR_k4fr-LxcLETfxoxh7dPmrnBmmgg885xYebCEztLXFnZNWfnoZ8Rr3Sc-ubBHPv9f0V382cUOKTv7tO90iAe874/s320/image3.jpg" width="320" /></a></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span><div style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">As a result, somewhere between ‘what is infinitely possible’ and ‘what is possible today’ lies the ad agency paradox today. Selling the promise of data-driven creative and personalisation at scale to clients whose platform simply will not get them there.</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">This paradigm shift also extends its own vernacular – now also far more focused on return on investment and short-term results. And herein lies the problem du jour. But, in the short term, humans are still the ultimate software. </span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">It is as if, metaphorically, someone had just invented the paintbrush. Despite, potentially, never using one, you can still see the infinite possibilities in its premise. But you can see (in this example) that the paint brush’s promise far exceeds its current application. Ultimately, this is simply the ebb and flow of all human endeavour. </span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">The agency of the future will undoubtedly be consumer centric, automated, transparent, collaborative, intelligent, nimble, experiential, and focused on a sprint versus a marathon approach. They can champion creative but will undoubtedly have deep expertise in strategy, consumer insights, and measurement.</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">Moreover, this heightened focus on the measurement will allow agencies to not just understand campaign performance, but to also understand how a brand is moving people through a journey and how advertising is fostering that movement.</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">With a heightened level of insight about what people think, feel, and do (after they interact with a brand’s advertising) we are simultaneously entering an advertising landscape with more immersive experiences that engage consumers on a deeper emotional level. </span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><br /></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span data-preserver-spaces="true" style="background: transparent none repeat scroll 0% 0%; color: #1c1e29; margin-bottom: 0pt; margin-top: 0pt;">One thing we do know? The importance of data and how it’s used to make changes that put consumers first cannot be understated. Agencies that pay attention to this now are sure to set themselves up for success in the years to come.</span></span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
</span></span>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-30985655027040041832019-10-31T10:24:00.001-04:002023-04-12T13:00:50.360-04:00ADVERTISING AND BREAKING THE FORTH WALL<span style="font-size: medium;"><span style="font-family: trebuchet;"><br />
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif">The quest? A single big idea that works across every media. An idea that can<span style="transform: scaleX(1);"> draw the consumer out and compel them to spend some time</span><span style="transform: scaleX(0.959782);"> with the brand, and maybe even some money.</span> The problem?<span style="mso-spacerun: yes;"> </span>Millennials apparently hate traditional advertising. This is apparently documented by <a href="https://www.forbes.com/sites/andrewarnold/2018/01/21/millennials-hate-ads-but-58-of-them-wouldnt-mind-if-its-from-their-favorite-digital-stars/#555ed06a59ca">multiple</a> <a href="https://www.sfgate.com/business/article/Millennials-really-hate-advertising-study-finds-7393642.php">studies</a>. But, as the largest living adult generation in the US now with $200 B in annual spending, Millennials can’t be ignored.</span></span><br /></span></span>
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif">The Solution? One tactic increasingly being employed is a brand explicitly acknowledging that they are advertising to you — essentially making fun of themselves in a tongue-in-cheek fashion. This feels akin to breaking the fourth wall, the same technique you’ll see in a movie or play when the character speaks directly to the camera, acknowledging that it is a movie or play.<span lang="EN-US" style="mso-ansi-language: EN-US;"> </span></span></span><br /></span></span>
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span lang="EN-US" style="mso-ansi-language: EN-US;">One of the more subtle goals of advertising is to make the brand topical and most importantly a part of pop culture. Social currency and social relevance are integral to advertising today. Another thing that often distinguishes a great ad today is a sly, self-awareness that lets the consumer in on the pitch. This, in the parlance of performance arts, is known as breaking the fourth wall.<span style="mso-spacerun: yes;"> </span></span></span><span face=""trebuchet ms" , sans-serif"><span lang="EN-US" style="mso-ansi-language: EN-US;">The fourth wall is a performance convention in which an invisible, imagined wall separates actors from the audience. While the audience can see through this "wall", the convention assumes, the actors act as if they cannot.</span><span lang="EN-US"> </span><span lang="EN-US" style="mso-ansi-language: EN-US;">This can be done through either directly referencing the audience, the play as a play, or the characters' fictionality. </span></span><span face=""trebuchet ms" , sans-serif"> </span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span face=""trebuchet ms" , sans-serif"><span><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhe-R6h3RediVcTJhWvouGAp1Xzn6WRI1vvhiIsBNwA_loNgPY2gocQvfU7NWow4BluniydebVhVOcvgjXHW2Y0KR-2vnimsxh_Ro-3EQRYUeVsr4zNPDRUATevsrtPR7aggbPdAsyUDg4/s1600/imagddes.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="381" data-original-width="644" height="189" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhe-R6h3RediVcTJhWvouGAp1Xzn6WRI1vvhiIsBNwA_loNgPY2gocQvfU7NWow4BluniydebVhVOcvgjXHW2Y0KR-2vnimsxh_Ro-3EQRYUeVsr4zNPDRUATevsrtPR7aggbPdAsyUDg4/s320/imagddes.jpg" width="320" /></a></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
<span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span lang="EN-US" style="mso-ansi-language: EN-US;">“Breaking the fourth wall” is defined by a character in a story who essentially tells the audience that they know they are a character in a story, hence breaking the imaginary “wall” that separates performance from real life.</span></span></span><br />
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span lang="EN-US" style="mso-ansi-language: EN-US;">It's a technique best known for its use in films such as Ferris Bueller’s Day Off, Fight Club, and American Psycho, breaking the fourth wall goes all the way back to the days of William Shakespeare and ancient Greek theatre. Although it was originally criticized and looked down upon, TV shows like 30 Rock and Netflix’s House of Cards have been using it more and more frequently.</span></span></span><br /></span></span>
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span lang="EN-US" style="mso-ansi-language: EN-US;">Breaking the fourth wall works because it’s unexpected. Consumers expect brands to be nameless blobs spewing pithy taglines at them, and instead, these brands are acknowledging truths they know about their consumers and thus, trying to feel more relatable. There is no avoiding the fact that they have to advertise anyways, but they have to try to grab attention in a different way. Their business metrics will dictate whether it works or not.</span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><a href="https://www.youtube.com/watch?time_continue=69&v=TfIjbGIccOg">https://www.youtube.com/watch?time_continue=69&v=TfIjbGIccOg</a></span></span></span></span>
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<span style="font-size: medium;"><span style="font-family: trebuchet;"><span face=""trebuchet ms" , sans-serif"><span face=""trebuchet ms" , sans-serif"><span lang="EN-US" style="mso-ansi-language: EN-US;"><a href="https://www.youtube.com/watch?v=fUqNTqK7VNw">https://www.youtube.com/watch?v=fUqNTqK7VNw</a> </span></span></span></span></span></div><span style="font-size: medium;"><span style="font-family: trebuchet;">
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<style> <!-- /* Font Definitions */ @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-536870145 1107305727 0 0 415 0;} @font-face {font-family:"Calibri Light"; panose-1:2 15 3 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-536859905 -1073732485 9 0 511 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman",serif; mso-fareast-font-family:"Times New Roman";} a:link, span.MsoHyperlink {mso-style-priority:99; color:blue; text-decoration:underline; text-underline:single;} a:visited, span.MsoHyperlinkFollowed {mso-style-noshow:yes; mso-style-priority:99; color:#954F72; mso-themecolor:followedhyperlink; text-decoration:underline; text-underline:single;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} @page WordSection1 {size:612.0pt 792.0pt; margin:72.0pt 72.0pt 72.0pt 72.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} </style><br /></span></span>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-58375804582977740012019-10-15T09:17:00.002-04:002019-10-15T09:36:25.026-04:00THE MARRIAGE OF DATA AND CREATIVITY<span style="font-size: small; mso-fareast-language: EN-GB;">Certainly, creativity captures an audience’s attention. But, to retain digital eyeballs, advertising also needs to be both contextually relevant and targeted. As such, there is understandably a lot of hype around the relationship between data and creativity today. </span><br />
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<span style="font-size: small; mso-fareast-language: EN-GB;">Marketers are recognising the power of data and creativity working together and that, within the right framework, data can always improve the creative process and campaign’s success. The trick is marrying digital and creative into one seamless marketing campaign.</span></div>
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<span style="font-size: small; mso-fareast-language: EN-GB;">Marketers applying data insights to their digital marketing campaigns’ creative sides might be surprised by the opportunities data creates. Using analytics to identify specific groups of customers can help marketing teams ensure that messaging and branding are tailored to each audience. Data insights allow demographics to be broken down further than simply “college students” or “middle-aged parents.” Instead, marketers can target “highly educated Californians aged 20-30,” developing content that resonates with that audience.</span></div>
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<span style="font-size: small; mso-fareast-language: EN-GB;">The impact of data on campaigns shows that analytics and creative are no longer separate marketing categories; creative campaigns need to be based on data insights, and data has to be presented to consumers in a creative way to be useful. Data as the linchpin to creating more emotional content.</span></div>
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<span style="font-size: small; mso-fareast-language: EN-GB;">Take the NIVEA Protection ad (below) as an example. A print ad in a magazine supplied a tear-out bracelet with a built-in locator that parents can use to keep track of where their children are on the beach. Using advanced mobile and geo-tracking technology, the bracelet enables parents to set a maximum distance their child can go, and sends a smartphone alert if this distance is exceeded.</span></div>
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<span style="font-size: small; mso-fareast-language: EN-GB;">In this example, NIVEA uses a highly creative approach to engage parent’s emotions – fear, protectiveness and desire for a worry-free holiday – to establish themselves as a brand that keeps children safe.</span></div>
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<span style="font-size: small; mso-fareast-language: EN-GB;">The 'Melanoma Likes Me' campaign for <a href="http://www.melanomapatients.org.au/" target="_blank"><span style="color: windowtext; text-decoration: none; text-underline: none;">MELANOMA PATIENTS AUSTRALIA</span></a>, leverages real-time social data to identify when users are out in the sun, raise awareness of the risks of sun exposure and educate the audience on how to identify melanoma. </span></div>
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<span style="font-size: small; mso-fareast-language: EN-GB;">Using a real-time response tool that utilises API endpoints to identify popular hashtags related to having fun in the sun – such as #beachside, #sunkissed and #tanlines – the campaign instantly responds with social messages from <a href="http://twitter.com/_melanoma" target="_blank"><span style="color: windowtext; text-decoration: none; text-underline: none;">@_melanoma</span></a>.</span></div>
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<iframe allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/AGL3Pz_98xQ" width="560"></iframe> <span style="font-size: small;"><br /></span> <span style="font-size: small; mso-fareast-language: EN-GB;">In this example, MELANOMA PATIENTS AUSTRALIA reached its target audience (via their channel of choice) at the very moment they are at most risk from sun damage, and opens up an immediate channel of engagement.</span></div>
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<span style="font-size: small; mso-fareast-language: EN-GB;"><br />The bottom line? Greater collaboration is needed between creatives and data analysts. While this is already beginning to happen with the examples above, the unison of data and creativity needs to become the rule rather than the exception.</span></div>
<style> <!-- /* Font Definitions */ @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:3 0 0 0 1 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-536859905 -1073732485 9 0 511 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} @page WordSection1 {size:612.0pt 792.0pt; margin:72.0pt 72.0pt 72.0pt 72.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} </style> Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-89330907771142487222019-10-14T09:09:00.004-04:002023-04-12T12:54:59.357-04:00 WEATHER TRIGGERED MARKETING CAMPAIGNS<div class="MsoNormal">
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;"><b>Why Is Weather Data
the Hottest New Commodity for Marketers?</b><span style="mso-spacerun: yes;"><b> </b>
</span> </span></span></span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;">Primarily because the </span></span></span></span></span><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;">weather has a significant impact on our emotions,
which directly translates into retail sales.</span></span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;">The weather is a
universal driver of consumer purchase behaviour, mood and receptiveness to
marketing messages. Moreover, it has direct relevance to at least 30% of the products
and services we consume and, behind the state of the economy, has the largest
influence on consumer behaviour. </span></span></span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;"> </span></span></span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;">Bottom line?<span style="mso-spacerun: yes;"> </span>The weather has a tremendous effect on what actions consumers take;
where </span></span></span></span></span></span><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;">they go, how they travel, what food they eat, what clothes they wear,
what products and services they buy, and even how they feel at any given
time. <br /></span></span></span></span></span></span><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiinZsHXrnhXkQonhxhFxu1rbGyvEoGJ7d6AUqb3JiKPl0fkUaqLmuYEl7YluZNSiHPK_lElLQWh6LzJkq0sIS4ayS7t7QIP6lfYKSaLzzZ1RVWG8Prz6qakhw0XreoIILbJWBsex_3SLk/s200/BingoBango.png" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="189" data-original-width="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiinZsHXrnhXkQonhxhFxu1rbGyvEoGJ7d6AUqb3JiKPl0fkUaqLmuYEl7YluZNSiHPK_lElLQWh6LzJkq0sIS4ayS7t7QIP6lfYKSaLzzZ1RVWG8Prz6qakhw0XreoIILbJWBsex_3SLk/s0/BingoBango.png" /></a></div></span></span></span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span> </span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;">Just ask yourself
what you had for lunch today? A salad or a hot soup? How did
you travel to work this morning? Walk, bike, Uber, or cab? What
clothes did you wear when you left the house? And what was your mood like? It’s clear that many of our everyday decisions are
subtly shaped by the elements.</span></span></span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""Trebuchet MS", sans-serif"><span style="mso-fareast-language: EN-GB;"> </span></span></span>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><span><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEig8HNuWdygo72PXAKSaIZ5yn7mfHp-WHdNtqnU6OGWCUJ3G7lrR3LGeHWWsrxTfjfs36GrEk3rC8rRuPRz9hPKShsmHfqLLFtPHnwGPPpG5SoVXJjCj9HifrDkFqwHIRLI7_tKRnlhYUY/s1600/weather.gif" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="451" data-original-width="500" height="361" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEig8HNuWdygo72PXAKSaIZ5yn7mfHp-WHdNtqnU6OGWCUJ3G7lrR3LGeHWWsrxTfjfs36GrEk3rC8rRuPRz9hPKShsmHfqLLFtPHnwGPPpG5SoVXJjCj9HifrDkFqwHIRLI7_tKRnlhYUY/w400-h361/weather.gif" width="400" /></a></span></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><span>
<span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">The <a href="https://www.slideshare.net/Goodbuzz/the-effect-of-weather-on-consumer-spending" target="_blank">impact of weather on consumer demand</a> is so ubiquitous and the range of weather dependent verticals so vast, that many businesses may not even realize the true extent to which their sales are driven by weather. </span></span>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><b><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">WEATHER TRIGGERED MARKETING CAMPAIGNS</span></span></span><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></b></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">Weather-marketing, commonly known as ‘weather-based marketing’ or ‘weather triggered marketing’, is a powerful form of marketing automation which utilizes real-time weather data to trigger ads and personalize marketing messages based on your audience’s local weather. </span><span face=""trebuchet ms" , sans-serif">In other words, you can serve ads for raincoats when it’s rainy, windbreakers when it’s windy, thermals when it’s snowy and breathable vests when it’s hot.</span></span><span>
<span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></span><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></span></div><p><span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">Using <a href="https://www.thinkwithgoogle.com/marketing-resources/programmatic/">Programmatic Advertising</a>, you can easily refresh ad creative to match the viewer’s local weather, inject dynamic information into the ad itself, and even modify campaign spend levels and regional bidding decisions based on local weather conditions.</span></span><span>
<span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></span><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></span></p><p><span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">Advertisers today can easily apply weather-based automation to their search, display, social and shopping campaigns. An ordinary AdWords, Facebook or Instagram campaign can be made weather responsive – triggering your ads or social media posts to activate before, during or after localized weather events.</span></span><span>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span><b><span face=""trebuchet ms" , sans-serif">INCREASED RELEVANCY</span></b></span></span><span>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">Imagine a snow-clearing business targeting ads to audiences who are located in areas where there has recently been a heavy dump of snow. The more snow that comes down, the more the Adwords bids could be increased. Or, imagine an insurance company demonstrating the merits of hail or crop protection insurance when there is hail coming down. Or Corona advertising kicking in anytime the temperature exceeds 80 degrees. The opportunities to drive relevancy using weather are obvious.</span></span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">You would be wrong to think that only low-ticket impulse buys are weather-driven. High-value purchases such as <a href="http://www.businessinsider.com/the-effect-of-weather-on-purchasing-decisions-2012-11?IR=T">cars and houses are also influenced by the weather</a>. Brand awareness campaigns perform just as well with weather triggered advertising as direct response. Jeep’s weather-responsive ad unit performed an amazing 600 per cent above the standard click-through rate of a mobile 320 x 50 banner ad.</span></span></span></span>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOUq8E40QX24v2cLQyDwy3NJveYLLxkiim6-2V7ZN9isAD_OUPYRATmTEvKgJXUw5J-i5U1nU_4xEdsqmwxXEXbg_SYUByyWYwMjBENpTCc9daFUKXKFyl4TLlI62H7MbnBoNezmB2lPg/s1600/weather-triggered-ads-example.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1044" data-original-width="1418" height="146" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOUq8E40QX24v2cLQyDwy3NJveYLLxkiim6-2V7ZN9isAD_OUPYRATmTEvKgJXUw5J-i5U1nU_4xEdsqmwxXEXbg_SYUByyWYwMjBENpTCc9daFUKXKFyl4TLlI62H7MbnBoNezmB2lPg/s200/weather-triggered-ads-example.jpg" width="200" /></a></span></span></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><span>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span><b><span face=""trebuchet ms" , sans-serif">SHOPPERS RESPOND TO THE WEATHER</span></b></span></span></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><span>
<span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">The benefits of running weather adaptive campaigns are manifold – many brands have doubled or even tripled their conversions, clicks and engagement rates – whilst simultaneously lowering their cost per acquisition. For the 30% of businesses whose sales are directly impacted by the weather, being able to activate ads before, during or after specific weather events is an essential strategy for maximizing their key performance metrics across social.</span></span>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">Looking for <a href="mailto:http://www.weatherads.io/blog/2014/november/5-scarily-effective-weather-triggered-ad-campaigns">more
examples of weather-triggered marketing</a>?<span style="mso-spacerun: yes;"> </span><span style="mso-fareast-language: EN-GB;">Here are a <a href="http://www.weatherunlocked.com/resources/the-complete-guide-to-weather-based-marketing/weather-triggered-marketing">few
examples</a> of weather-triggered campaigns that have produced considerable
performance uplift.</span></span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="mso-fareast-language: EN-GB;"> </span></span></span><span>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><i><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="color: #222222;"><span style="mso-list: Ignore;">-<span style="font-stretch: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="mso-fareast-language: EN-GB;">- STELLA Cidre reported 65.6% increase in
YOY sales during the period they ran their weather-responsive DOOH
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<span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="mso-fareast-language: EN-GB;">- MOLSON COORS increased CTR by 89% via
their weather-triggered ad campaign on social media.</span></span></span></span></i></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><i>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><i><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="color: #222222;"><span style="mso-list: Ignore;">-<span style="font-stretch: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="mso-fareast-language: EN-GB;">- NEUTROGENA Beach Defence Sunscreen used
in-app ads which were activated by sun and UV levels, increasing purchase
intent by 43% and product awareness from zero to 63%.</span></span></span></span></i></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><i>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><i><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="color: #222222;"><span style="mso-list: Ignore;">-<span style="font-stretch: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="mso-fareast-language: EN-GB;">- Fashion retailer LA REDOUTE saw 34%
traffic uplift and 17% sales increase generated by a
weather-triggered DOOH signage campaign.</span></span></span></span></i></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><i>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><i><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="color: #222222;"><span style="mso-list: Ignore;">-<span style="font-stretch: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="mso-fareast-language: EN-GB;">- BRAVISSIMO’s weather-triggered PPC ad
campaign increased PPC-driven sales revenue for their swimwear range by nearly
600% during the 3- month campaign. The conversion rate of browsers to
buyers increased by 103%.</span></span></span></span></i></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><i>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><i><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="color: #222222;"><span style="mso-list: Ignore;">-<span style="font-stretch: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="mso-fareast-language: EN-GB;">- BURTON menswear used weather-activated
dynamic website promotions to generate11.6% uplift in conversions.</span></span></span></span></i></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><i>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><i><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="color: #222222;"><span style="mso-list: Ignore;">-<span style="font-stretch: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span style="mso-fareast-language: EN-GB;">- PURE360 reported 500% increase in email
open rates for campaigns relating to domestic holidays during good
weather. Click through rate rose from 12% to 27%.</span></span></span></span></i></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><i>
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<span style="font-family: trebuchet;"><span style="font-size: medium;"><i><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"><span style="color: #222222;"><span style="mso-list: Ignore;">-<span style="font-stretch: normal; font-variant: normal; font-weight: normal; line-height: normal;"> - </span></span></span><span style="mso-fareast-language: EN-GB;">PANTENE’s weather targeted display ads
produced a 28% sales increase as well as 600,000+ social impressions.</span></span></span></span></i></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;"><i>
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across Facebook mobile. They reached 6.9 million people, and achieved a
spectacular 12.8% video view rate - which equated to just £0.06 cost
per view.</span></span></span></span></i></span></span></div>
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</div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><br /><span face=""Trebuchet MS", sans-serif"><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">For
the 30% of businesses whose sales are directly impacted by the weather,
being able to activate ads before, during or after specific weather
events is an essential strategy for maximizing their key performance
metrics across social.</span></span></span></span>
<span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif"> </span></span></span></span></span></div><div class="MsoNormal"><span style="font-family: trebuchet;"><span style="font-size: medium;"><span><span face=""Trebuchet MS", sans-serif"><span face=""trebuchet ms" , sans-serif">Have questions?<span style="mso-spacerun: yes;"> </span>We’re here to <a href="mailto:info@goodbuzz.ca?subject=Weather-triggered%20Advertising"><span style="color: blue;">help</span></a>.</span></span></span></span></span></div><span style="font-family: trebuchet;"><span style="font-size: medium;">
</span></span>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-70792893279125649902019-10-09T03:17:00.000-04:002019-10-09T03:22:29.713-04:00MEDIA 2025 | THE CONNECTED SOCIETY<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpMXYWLSa_C6Y7H10333ofqiySJ8Ebg_0Zg10LVZvWpgM66FFLVW96hai0VRO8aJVQQzzOD_3BX6_VkNowruBEKdFaoFAi_mavbcST_V6tBLb_tASxiDu26AXJDLznbJ0JyDdSUTaih90/s1600/Future.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="380" data-original-width="420" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjpMXYWLSa_C6Y7H10333ofqiySJ8Ebg_0Zg10LVZvWpgM66FFLVW96hai0VRO8aJVQQzzOD_3BX6_VkNowruBEKdFaoFAi_mavbcST_V6tBLb_tASxiDu26AXJDLznbJ0JyDdSUTaih90/s200/Future.jpg" width="200" /></a></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Today, the term "media" can mean different things to different people. Ultimately, however, media is mass communication regarded collectively. Media today can be the message, the medium, or the messenger; and to complicate things, the lines between them are becoming very blurry. </span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Social Media is participatory and connected. One might argue that once all media is participatory and connected that the term 'social' is redundant. Media is simply media. The future of social media, therefore, is a discussion on the future of media itself. To that end, social will just be folded into the broader marketing discipline.</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Social Media today is focused on driving real-time engagement, (unedited and unfiltered) live streaming video, Virtual Reality (VR), Artificial Intelligence (AI), Augmented Reality (AR), Internet of Things (IoT), social commerce, mobile wallets, metadata, search/visibility, data-driven decisions, content marketing and mobile devices. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Moving into 2019, more and more users are using messenger apps (e.g. Facebook Messenger, Slack, and WhatsApp) but there's still a lot of growing happening for social networks. Social platforms, social customs, and communication standards are all in a constant process of evolution. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Transparency is the new black, and there is a clear shift from talking at the world to making the world talk. To wit, most branded content in the next years will come from consumers, and user-generated content will far exceed branded content. The next wave of media apps will help filter the clutter. </span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Ultimately, everything that can be connected to the Internet will be (i.e. homes, humans/ wearable tech, TVs, cars, jet engines, locomotives, lights, appliances, etc.) Everything from cars to coffee cups will be connected to the Internet by 2025.</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">That said, people will care increasingly more about culture than products. </span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHYdXga3jLsOHDjmMulFi-lhnAjgQEnYu6c1V4H_0WQnLikcWRJ3agrQ8zOxiSNHrH-hKUZoXBAjf-pIOcVZW-Y7reSvvTbB7JR34_2II7Zbgib-wSeld7rHQBX4Ua-Zm1K5ftZW49ewY/s1600/Futter.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="159" data-original-width="318" height="100" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHYdXga3jLsOHDjmMulFi-lhnAjgQEnYu6c1V4H_0WQnLikcWRJ3agrQ8zOxiSNHrH-hKUZoXBAjf-pIOcVZW-Y7reSvvTbB7JR34_2II7Zbgib-wSeld7rHQBX4Ua-Zm1K5ftZW49ewY/s200/Futter.jpg" width="200" /></a></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">The future of media is inextricably linked to technology. The promise of technology was always to improve the way people live and to make our lives simpler and easier. Around the world, people are utilising technology to create new communities, engage across boundaries, make the world more inclusive, and change the way we interact. This transformation is happening everywhere and in every culture, country, and industry. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Integrated mobile devices like Google Glass and the Apple Watch are already taking major steps to eliminate the gap between "technology" and "life." What is clear is that we have quickly evolved from the age of industrialisation to the connected society. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">The connected society transforms everything. Information and communications technology (ICT) and big data are also fuelling the rise of a new economy in which new market actors – commercial, "indiepreneurial," and crowd-sourced – are empowered with new models of production and exchange, as well as automated, frictionless and highly personalised consumption. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">In this new economy, consumers become curators rather than receivers, products give way to services, and consumers adopt more and more complex roles as citizens, users, co-creators, specialists, and actors. Collaboration, crowdfunding, crafting and sharing are just some of the hallmarks of the modern, involved consumer. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">The connected society encourages a rise of meritocracy and the formation of a creative elite. Within this order, merit is increasingly defined by a new set of emerging values, such as knowledge, transparency, fairness, quality of experience, authenticity, sociality, healthiness, and simplicity. The ability to make informed choices, to a very large extent, will drive the consumers of the connected society. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Fast-forward to the future, and we should see global media usage continue on its upward trajectory. By 2020, eMarketer projects that 2.44 billion of the world's population will be on connected networks. Media usage will be ubiquitous, seamless, and integrated into our daily lives in a multitude of ways. </span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLLAgu5Hiy1r3lZDuQNE5CElDJSpw5S1xNpF25eYM6PmzUv-al0N06kaVeYrdwNlPUpnmc07nCpUrf_EBVTUZoF0VFyvxUVa8lroSjgtDkmMJQxC1MXrc2lA_T5h628VdaKefKfgkJAp4/s1600/futureest.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="175" data-original-width="289" height="120" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLLAgu5Hiy1r3lZDuQNE5CElDJSpw5S1xNpF25eYM6PmzUv-al0N06kaVeYrdwNlPUpnmc07nCpUrf_EBVTUZoF0VFyvxUVa8lroSjgtDkmMJQxC1MXrc2lA_T5h628VdaKefKfgkJAp4/s200/futureest.jpg" width="200" /></a></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">The ways we both input and observe media will also shift. Holographic displays will be shifting into the mainstream and keyboards on desktops, laptops, tablets and smartphones will become increasingly irrelevant, as interactions on what was once called social media will largely be voice-controlled. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Driven by continued advancements in technology and rapid rollouts of commercial products, the future will be shaped by an information ecosystem that's increasingly more intuitive, anticipatory, transparent and personalised. Some very fundamental human activities like learning, thinking, working, and being "present" with others will be transformed by these changes. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Artificial Intelligence (AI) technologies such as machine learning and natural language processing will also play an integral role in shaping the future. Over time, the computer itself - whatever its form factor - will be an intelligent assistant helping you through your day. Your phone, for example, will proactively bring up the right documents, schedule and map your meetings, let people know if you are late, suggest responses to messages, handle your payments and expenses. Technology won't just serve as tools for you, but they'll even serve as your stand-in in some cases.</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Even today, Google scans your texts; understands the context and supplies readymade human-like responses for you ("Cute dog!" and "That's good!"). Not just when you were sent words, but even when you were sent pictures. Just imagine how much more dynamic and robust these technologies will become.</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">As a result, Social Media will become far more specialised and personalised to the actual needs and interests of each audience member. By 2025, social media sites will have adapted their platform for each user so that it would appear by today's standards that people live in their own universe. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Social Media platforms will compete to maintain their share of the audience. Users of social media will gradually only expose themselves to news that affects them. Future platforms will be even more equipped to predict exactly what users will need to keep them engaged. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Social media platforms will connect advertisers with potential customers by using multiple regression analysis and correlation analysis. When a consumer behaves differently than the formula predicted, the formula will automatically adjust. The connected society will know when you are tired, hungry, thirsty, stressed, or even low on Vitamin C. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">In the connected society envisioned in 2025 people will increasingly seek out a sense of belonging and social media platforms will provide "fireplaces" for people to gather around and topics for interaction, conversation and relationship building. Products, services and brands will be instilled with meaning more through the crowd than through branding and marketing efforts. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Products and services infused with a social component of some kind can more easily move from product/service status to an experience. For the 2025 consumer, the experience will always be more original than the actual product or service. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">This means that consumers will be looking for original experiences delivered by humans and which are embedded in a social context, rather than searching for specific products and services. Subsequently, value will be grafted onto products and services by how a network of users – or a network of peers – decides to use them.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Human beings are inherently social animals, and we are ultimately at the centre of our own universes. On average, people spend 60 percent of conversations talking about themselves—and this figure jumps to 80 per cent when communicating via social media platforms. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">As a result, our social media platforms will increasingly place us at the centre of our unique, personalised ecosystem. In 2025, parents won't be complaining about their children spending too much time texting. Rather, they'll be complaining that their son or daughter seldom steps out of their own self-made virtual-world.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Social Media in 2025 will be a ubiquitous enabler, producer and facilitator that shift the consumer from receiver to curator. This is a natural evolution to a sharing economy and change in values, preferring services and access to function, rather than ownership. This means that businesses will have to engage and collaborate with users in different roles (rather than merely as passive consumers.)</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span data-preserver-spaces="true">Social Media will continue to create and connect new communities, engage across boundaries, make the world more inclusive and fundamentally change the way we live. As William Gibson espoused, (Neuromancer, 1984) this brave new world will be </span><i><span data-preserver-spaces="true"><span style="color: #1c1e29;">"a consensual hallucination experienced daily by billions of legitimate operators, in every nation."</span></span></i></span></div>
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-->Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-49677260448798632862019-10-07T05:07:00.002-04:002019-10-07T05:07:56.486-04:00THE CONSUMER-CENTRIC BRAND EXPERIENCE
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgP5kPhNnRGxktG9pXOl6194SnFGfLySPK0ZCc0p1NHN8eFuuqVksHadz_RoT1hFsJkVorYi39FTFh5_epSMVEgXgHTrJBeJ3KG4KQgpsnanvwKUgCDP4V5wFV4GaNfAmwHo3pvuSTGDjA/s1600/index.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="159" data-original-width="318" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgP5kPhNnRGxktG9pXOl6194SnFGfLySPK0ZCc0p1NHN8eFuuqVksHadz_RoT1hFsJkVorYi39FTFh5_epSMVEgXgHTrJBeJ3KG4KQgpsnanvwKUgCDP4V5wFV4GaNfAmwHo3pvuSTGDjA/s1600/index.png" /></a></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Everyone understands that the experience needs to be consumer-centric’ today. Experience is any sensory, mental or emotional interaction with a brand. It means the product, service, content and ads.<span style="mso-spacerun: yes;"> </span>Creating and distributing these experiences efficiently are the key to building an emotional relationship with consumers.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Probably the simplest, most useful way to think about brands is as <i>mental associative networks</i>, a psychological construct that goes back to Aristotle. Each encounter with a brand potentially adds to and changes a complex associative network in our brains, linking the brand to other images, experiences, and feelings. </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">For any brand experience to become part of the right associative network, the brand must be easily and uniquely identified - so distinctive assets such as logos, characters, colours, slogans, or tunes are of central importance in making brand experiences effective. </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">It helps if the associations are ones we find mostly pleasant or attractive rather than repellent. But probably even more important is the number, range, and intensity of the associations, because this will increase the probability that the brand will come to mind in a wide range of contexts. This, at any rate, is my understanding of the theory of ‘mental availability’. What does such a theory imply for marketers?</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Firstly, that scale is important; the more effective impressions you deliver to more people, the better. Big brands are bigger because more people buy them. Powerful communications of any sort will have little impact unless, through whatever means, they reach a mass audience. And because brands compete for mental availability, this must be proportional to what others are doing; also maintained through time, because otherwise the associations created tend to decay, or be supplanted.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Secondly, all impressions must be fluently linked to the brand - consistency in the use of distinctive assets or ‘fluent devices’ is essential.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Thirdly, apart from consistency in the use of distinctive assets, it is more important for brand impressions to be interesting, appealing, or in some way stimulating, than to be constrained by adherence to a narrow script. Brands could learn from entertainers who flourish by continually surprising their audiences with something new and unexpected, sometimes even controversially (think David Bowie, Madonna, Mylie Cyrus).</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">All this can be done through paid-for advertising, which has the disadvantage of high cost, but still offers high control and guaranteed scale. It can be done through the delivery of the service itself, whether personal or digitised (Amazon’s success is partly due to the ease and reliability of its user interface, and increasingly to the ubiquity of its name and logo in our lives). </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">But service is often more fallible in its delivery and a bad experience of service more damaging than a boring advert. It can be done through packaging, and through product design, as Apple has shown. And it can be done by anyone who knows how to create news, even if this involves being controversial – a core skill, like it or not, of Donald Trump.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">None of this is really new. It’s how brands and celebrities have grown and prospered since the time of Phineas T. Barnum. Only the range of available media continually increases, and the complexity of the synergy between them. But even a century ago there was plenty of scope for creating ‘brand experiences’ across multiple channels, as William Hesketh Lever demonstrated:</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">In the 1890s he published the Sunlight Year book, an annual reference work and guide to life which was given away free to schools and to users who saved enough Sunlight cartons – something we should now grandly call ‘content’. In 1887 Lever Bros. announced that it would give £2000 to the ‘religious and benevolent institution’ that most customers voted for (votes on the back of a Sunlight box only) – what we should now call ‘Cause Related Marketing’. </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">When the RNLI won, he presented them with a lifeboat called ‘Sunlight Number One’, and then commissioned engravings of it in a choppy sea, the name plate highly prominent, which he sent to the <i>Illustrated London News</i>. [from <i>The Anatomy of Humbug</i>]</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">This year’s Cannes Gold Lion for ‘brand experience and activation’ went to Microsoft’s Xbox for designing a console that could be used by the disabled. The ‘Changing the game’ campaign apparently achieved ‘$35m of earned media’ and Xbox’s ‘social voice increased by 246%’. All good publicity for the brand: but after all, the most significant marketing element of the campaign was a chunk of good old, paid-for, two minute mass TV advertising, aired during Superbowl (estimated cost: $21m) - not so different, perhaps, from Mr Lever publicising his lifeboat. </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Is ‘brand experience’ a helpful concept to explain what’s been done here? Or is it in danger of becoming a fashionable buzzword at the intersection of technological innovation, ‘brand purpose’, and that perennial blob of vagueness, ‘creativity’?</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">But perhaps brand experience can still offer us a useful new perspective,-especially for twenty-first century brands which, it’s often said, somehow play by different rules – or at least use different techniques. To explore this thought, I reflected further on a brand already mentioned – Amazon.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">My own ‘brand experience’ of Amazon comes in many, various forms. Let me adopt the format of Jeremy’s imaginary brand:</span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;"> </span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">I buy a new printer, and my favourite brand of shaving soap, through Amazon: the experience is simple and seamless and the products arrive next day. But the experience is also annoying –pop-ups push me to subscribe to Amazon Prime, or to donate to charity. The website is functional but not attractive, not even completely user-friendly, though it is familiar. </span></span><span style="font-family: "Trebuchet MS", sans-serif;"></span><span style="font-family: "Trebuchet MS", sans-serif;">
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Amazon boxes arrive at my home, branded with the smile logo; later, I take them to the dump for recycling. I notice that the people who deliver them often seem harassed and under pressure. I read about how such people are exploited by today’s ‘gig economy’. I read about how Amazon are still planning to deliver by drone, and think this a terrible idea. I hear a lot about how Amazon don’t pay enough taxes. Some of my friends refuse to use Amazon on principle, but I still do because it’s so easy and reliable. When they send the wrong thing, it can be quickly sorted out on the phone – usually a refund with no questions asked....</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">This could go on for some time – Amazon is ubiquitous and a part of my daily life. No one else’s experience will be identical to mine, though I imagine many will be similar. Yet the experiences are very mixed. Practical, functional benefits are mixed with much that makes me uneasy. </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Oddly, I haven’t even mentioned how Amazon ‘personalises’ my experience by recommending things. Perhaps because it’s now so normal I take it for granted; perhaps because the recommendations are seldom very interesting, and sometimes bizarre. Yet it’s all part of the brand experience.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Amazon, as a brand, is enormously successful to the extent that it almost constitutes a monopoly – not in the sense of an illegal cartel, but simply that its scale and efficiency mean it has no serious rivals (outside China). But even if such rivals exist, I as a consumer never think about them.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">So Amazon’s dominance can once again be reduced, ultimately, to two factors: mental and physical availability. I think automatically of Amazon; I can instantly and easily buy through it. And nothing else comes close. A hundred years ago, in the United States, something similar could have been said of the Sears Roebuck Catalogue.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Jeff Bezos never assumed that his platform would dominate the market; he knew he had to work at it. Interviewed in 1997, he said, “there's nothing about our model that can't be copied over time. But you know, McDonald's got copied. And it still built a huge, multibillion-dollar company. A lot of it comes down to the brand name. Brand names are more important on-line than they are in the physical world.”</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">This is refreshingly old school. Bezos didn’t talk about brand values, or brand purpose, or indeed brand experience. He talked about the brand name, the trademark, the ownable thing that distinguishes Amazon from anyone else trying to offer something similar. Because frankly, any business aiming to compete with Amazon would almost certainly have values, purpose, and a set of experiences that would be pretty similar to Amazon’s.</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Then he says: Brand names are <i>more</i> important online. OK, this was 1997 and Google was still a research project at Stanford, but he was right then and he’s right today: the most important search engine is still the one in your head, even though most digitally oriented marketers seem to think targeting and getting clicks are all that matters. </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">For me, the most telling chart in the 2018 AA Case study that won Gold in the IPA Effectiveness Awards showed how Google searches for ‘AA’ collapsed over a very few years, as the brand put all its money into short term activation. All their measures of marketing efficiency looked brilliant, but almost too late they realised their mental availability was vanishing, and they were haemorrhaging customers. Fortunately, they were able to recover by reverting to heavy TV advertising with a strong emotional appeal and a distinctive asset – a singing baby. It’s an old trick but it still works!</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-fareast-language: EN-GB;">Yes, brands need to be aware of their many ‘touch points’ but they must also accept that they can’t control them all. That need not matter, as long as they focus on the ones that they can. Amazon flourishes despite bad PR; the AA averted disaster by following classic principles of brand advertising. But if ‘brand experience’ becomes a fashionable buzzword that distracts marketers from such fundamental truths, it risks doing more harm than good.</span></span></div>
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<style> <!-- /* Font Definitions */ @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-536870145 1107305727 0 0 415 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-536859905 -1073732485 9 0 511 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} @page WordSection1 {size:612.0pt 792.0pt; margin:72.0pt 72.0pt 72.0pt 72.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} --> </style>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-41576759641860579882019-10-03T09:06:00.002-04:002019-10-03T09:06:51.468-04:00WHAT MAKES A GREAT AD?
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghaoXxXWdKxSRWoPIYRgKy39eFH9xAFS3hNDS_1D_ktLQkOI06MR_qSg0B85TJ6Y25HAJBoiyH45TQhcHSYzKjQZQ6OML4WxqFGKArTId184AqJDlpoUz0p7ukJkGlQxdf3oTjVDnlxvs/s1600/googad-TA.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1200" data-original-width="1600" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghaoXxXWdKxSRWoPIYRgKy39eFH9xAFS3hNDS_1D_ktLQkOI06MR_qSg0B85TJ6Y25HAJBoiyH45TQhcHSYzKjQZQ6OML4WxqFGKArTId184AqJDlpoUz0p7ukJkGlQxdf3oTjVDnlxvs/s200/googad-TA.jpg" width="200" /></a></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-fareast-language: EN-GB; mso-themecolor: text1;">What makes a great ad? Ensuring the creative idea drives the attention, tells the brand story, communicates the main benefit and sticks in the consumer’s mind is a start. </span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-fareast-language: EN-GB; mso-themecolor: text1;"></span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-fareast-language: EN-GB; mso-themecolor: text1;"> Here are some important questions to ask:</span></span><span style="font-family: "Trebuchet MS", sans-serif;"></span><span style="font-family: "Trebuchet MS", sans-serif;"> </span><span style="font-family: "Trebuchet MS", sans-serif;"> </span><span style="font-family: "Trebuchet MS", sans-serif;"></span></div>
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<li><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-themecolor: text1;">Does it demand your <b>ATTENTION</b>?<span style="mso-spacerun: yes;"> </span>Does this take a creative risk to earn the attention of consumers within the cluttered media world? Is there something creatively different from what consumers expect, does it entertain, take advantage of the media, and is it shareable for consumers to influence others?</span></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-themecolor: text1;"> </span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-themecolor: text1;">Does it create a strong <b>BRAND LINK</b>?<span style="mso-spacerun: yes;"> </span>Does this ad connect your brand closer to the climax of the ad’s story? Is the execution through the eyes of your consumer? Does it resonate with vulnerable consumer insights, make your brand central to the story, and then solve the problem?</span></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-themecolor: text1;"> </span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-themecolor: text1;">Does the ad communicate the <b>PRIMARY PRODUCT BENEFIT</b>? Does the ad focus on the one benefit that moves consumers? Does it creatively amplify the benefit, tell the story behind your brand purpose, use extreme demonstrations or powerful visuals? </span><span style="color: black; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: major-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: major-fareast; mso-themecolor: text1;">Note:<span style="mso-spacerun: yes;"> </span>Focus on the benefit, not a feature. Whenever you focus on a feature, you leave it up to the consumer to determine the functional or emotional benefit. In a cluttered media world, lazy consumers move on before figuring it out. </span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: major-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: major-fareast; mso-themecolor: text1;"> </span></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: major-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: major-fareast; mso-themecolor: text1;">Is there something within the ad that is <b>STICKY </b>(and memorable) enough to move consumers? Does it engage emotionally and will it build a deeper love with those who already love you? Do you love what the ad has the potential to do? Does the ad match the brief? Will you be proud of this ad as your legacy?</span></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: major-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: major-fareast; mso-themecolor: text1;"> </span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: major-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: major-fareast; mso-themecolor: text1;">Does the ad deliver the brand idea? Does it leverage your creative assets? Does the ad fit with the tone of the brand? Does it use functional or emotional benefits to distinguish the brand and own a competitive space that is motivating to consumers?</span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: major-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: major-fareast; mso-themecolor: text1;"></span></span></li>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: major-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: major-fareast; mso-themecolor: text1;">Does the ad match up to the objective of the brief?<span style="mso-spacerun: yes;"> </span>Will it drive the desired consumer response? Will it have an expected market impact and brand performance?</span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-themecolor: text1;">Does the ad build a bond with the consumer? Does the ad speak directly to the consumer target? Does it leverage consumer insights to connect? Will it deepen our bond with our consumers? Can the ad help build memories and rituals?</span></span><span style="font-family: "Trebuchet MS", sans-serif;"><span style="color: black; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: major-bidi; mso-fareast-font-family: "Times New Roman"; mso-fareast-theme-font: major-fareast; mso-themecolor: text1;"> </span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg44BeU9r5IH8FDUZyIbUIOYm8MopJnoVFcOddt4ZAHgrNyMa53q9-MJpLgKyiS0783sheQ0vg33aqeQ2KNrS-4e5IKJAkiW_FUw6h-iorC4oGa6emGbhSCLrTv2o7N9AcbpB48rOO8idI/s1600/Checklist.gif" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="602" data-original-width="451" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg44BeU9r5IH8FDUZyIbUIOYm8MopJnoVFcOddt4ZAHgrNyMa53q9-MJpLgKyiS0783sheQ0vg33aqeQ2KNrS-4e5IKJAkiW_FUw6h-iorC4oGa6emGbhSCLrTv2o7N9AcbpB48rOO8idI/s1600/Checklist.gif" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoBHSfDS1q_tpAqyt0XR-frx_zfLBgGM2511b9P_z4S6CO00_ia4tzFjrNvrhfPBBBIUNGyTXln93ZHAzRx5ZLNURD-i1FdvGeXzDhNk8NyuhuKXF5yi4ZRj7cvpPePuatlTtuEslyv2o/s1600/index.png" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="225" data-original-width="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoBHSfDS1q_tpAqyt0XR-frx_zfLBgGM2511b9P_z4S6CO00_ia4tzFjrNvrhfPBBBIUNGyTXln93ZHAzRx5ZLNURD-i1FdvGeXzDhNk8NyuhuKXF5yi4ZRj7cvpPePuatlTtuEslyv2o/s1600/index.png" /></a></div>
<span style="font-family: "Trebuchet MS", sans-serif;">What a BIG IDEA is not? It’s not a TV script. It’s not a key visual. It’s not an iPhone app. It’s not a QR code. It’s not a Facebook app. It’s not a tactic. A Big Idea is a thought that keeps giving. A Big Idea is a world you can occupy and keep drawing on.</span><br />
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<span style="font-family: "Trebuchet MS", sans-serif;">The new model of marketing is to do stuff for people and then tell everyone else about it with advertising (solutions, not propositions). Advertising used to tell you how brands could solve your problems. Now it needs to solve problems and tell you about it because everyone knows how most products work.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">One example of this way of thinking is Domino’s ‘Turnaround’ campaign. The campaign starts with real customers expressing why they don’t like Domino’s pizza. This leads to a new pizza recipe and an advertising campaign centred on finding the original research attendees and taking them the new recipe for their honest response. While obviously a staged experiment, it is a dramatisation of a <i>reverse polarity</i> approach.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">This spread to the packaging, where pizza proverbs from customers were inscribed on the boxes and the menus, which incorporated pictures submitted by customers, rather than staged food shots. The critical thing is for brands to listen to what people are saying and then incorporate what they say, and solutions and surprises to delight them, into content and behaviour.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">It raises the question, how do we create value? How do we understand participants and passives, actions and channels? How do we inspire brand behaviour, not just brand utterances? We must remember that all aspects of brand behaviour are communicative, and human communication is always about relationships, and less about message transmission than we believe.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijIVaxUCZ10OQ3eyQLwdI68UTImybKyXpuelS-ptm_eBiKdMUQpD4uO0fFFXLo9rXV9U7AYv08aYvUWrw65b2h8_f0tSpS0QiRdEau_oYO-SsZPGhsShE1Pch9X-jUEayHeG52a8nEXY4/s1600/god.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="158" data-original-width="319" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijIVaxUCZ10OQ3eyQLwdI68UTImybKyXpuelS-ptm_eBiKdMUQpD4uO0fFFXLo9rXV9U7AYv08aYvUWrw65b2h8_f0tSpS0QiRdEau_oYO-SsZPGhsShE1Pch9X-jUEayHeG52a8nEXY4/s1600/god.jpg" /></a></div>
<span style="font-family: "Trebuchet MS", sans-serif;">The types of ‘meta-communication’ most successful in building relationships are reciprocal (solving problems for people) or imitative (creating behaviours that can be copied). The kinds of ideas that earn attention in an infinite media space are likely to require an understanding of participation – users rather than audiences – and context.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Remember, people are not merely customers or prospects because customers are not the same as people. Customers are to people as waves are to water. ‘Customers’ are a repeating pattern of behaviour that expresses itself in people. Successful ideas create customers by modifying behaviour. Conscious or subconscious attention, therefore, needs to be aggregated at scale to change enough behaviour to create significant commercial impact. Ideas spread or die in the attention market.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">So, do things for people – solve a brand problem by solving consumer problems. Introduce intermediate behaviours for imitation. Create content that people find valuable, give them tools they can use. Leverage advertising creation and distribution to help disseminate – ‘ideas that can be advertised’, not just advertising ideas.</span><br />
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<span style="font-family: "Trebuchet MS", sans-serif;">THE SCIENCE OF BRAND ENGAGEMENT</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">A brand, from the point of view of a person, may be considered like a memory: every brand experience builds to develop a specific and evolving pattern in a person’s mind called a ‘brandgram’ (also called a <i>somatic marker</i>.)</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">This ‘brandgram’ is triggered by encountering additional brand cues, and these cues combine to create a new experience. This final experience at point of purchase, when the cue of the product itself combines with the brandgram, will ultimately drive a purchase decision.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjR1AdiURA-2sRpjzA7SjRAQ7-V1TnxrDzG88vmw8ynL1hgyutO0CjRs2XxK2xCsC2MggdcehgdUfUubORqiOJGGNDll_N2zRQnSIq9Lqz5iIUxDvS7ndT7pUBekphau92fxdx7Timb_fY/s1600/images.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="206" data-original-width="180" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjR1AdiURA-2sRpjzA7SjRAQ7-V1TnxrDzG88vmw8ynL1hgyutO0CjRs2XxK2xCsC2MggdcehgdUfUubORqiOJGGNDll_N2zRQnSIq9Lqz5iIUxDvS7ndT7pUBekphau92fxdx7Timb_fY/s200/images.png" width="174" /></a></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Procter & Gamble, for example, calls this the ‘first moment of truth’: the three to seven seconds when you first see a product on the shelf in the supermarket. This instant is one of its most important marketing opportunities as it is at this moment that the totality of all previous brand interactions either pay off or don’t.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">So, the nature of the experience is what needs to be considered – what does the consumer require when making this purchase decision? Consumers need different brands to do different things. The vast majority of purchases do not adhere to a purchase funnel at all – they are made impulsively.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">When confronted by innumerable choices while shopping at the supermarket, we use brands as heuristics to shortcut decisions. Heuristics are a problem-solving method that uses shortcuts to produce good-enough solutions given a limited time frame or deadline.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Since there is, or there is perceived to be, functional parity among the primary competitors, we need to have only a very slight preference for a brand to aid the decision. Other purchases may have different contextual needs that brands help to fulfil. High involvement purchases, such as consumer electronics and cars, have a longer purchase cycle, although there are indications that it is decreasing thanks to better access to information.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">There are always a combination of rational and emotional needs that brands satisfy. Engaging communication that helps to build stronger brand affiliations, a more developed sense of the brand, can help to provide the consumer reassurance, both pre and post-purchase. The needs of consumers and the drivers of their behaviour are variables. Ultimately, by looking at some of the veiled aspects of attention and cognition, we can begin to better understand people and brands, and how they interact.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">LUBRICANTS OF REASON</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">It’s not emotion or reason, but always both. We like to think of ourselves as rational beings, but without the heuristics of emotion to help us, we would never be able to decide anything. So, it is not that there are emotional and rational sides pulling us in different directions, but that emotions are the ‘lubricants of reason’ – we can’t think without them.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Real-life decision making usually involves assessment, by cognitive and emotional processes, of the incentive value of the various actions available in particular situations. However, often, situations require decisions between many complex and conflicting alternatives, with a high degree of uncertainty and ambiguity. In such situations, cognitive processes may become overloaded and be unable to provide an informed option. In these cases (and others), somatic markers can aid the decision process.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">This suggests that the role of communication could be simply establishing or reinforcing the somatic markers in association with brands so that when consumers encounter the decision of which toothpaste to buy, the somatic marker’s kick in and lubricate the decision. Savvy brands take away the consumers need to choose by covertly biasing cognition, thus making consumers lives easier.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">To succeed in marketing, we need to:</span></div>
<span style="font-family: "Trebuchet MS", sans-serif;"> </span><ul>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Win prospects’ attention (point A)</span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Help prospects create a memory and form an intention</span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Get them to act on their intention when decision time comes (at point B).</span></li>
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<span style="font-family: "Trebuchet MS", sans-serif;">(Or, <i>Pain Point > Solution > Call To Action</i>)</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Note:<span style="mso-spacerun: yes;"> </span>It’s hard enough to win buyers’ attention with content at Point A. However, it’s much harder to get buyers to remember your content when they make a decision at Point B.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Great marketing helps buyers identify their own intentions or clarify new intentions at Point A. Make your messages repeatable and frequent, filled with strong emotions, short and simple, and able to <a href="http://contentmarketinginstitute.com/2016/01/science-method-creating-content/"><span style="color: windowtext; text-decoration: none; text-underline: none;">easily roll off the tongue</span></a>.<span style="mso-spacerun: yes;"> </span></span></div>
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Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-19582142394217584372019-09-02T07:24:00.002-04:002023-04-12T13:03:49.699-04:00NEUROSCIENCE AND RETHINKING MESSAGING<div class="separator" style="clear: both; text-align: center;">
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Neuroscience teaches us that memories don’t exist whole but as little bytes of sensory impulses that need reconstruction. Don’t make that reconstruction task more difficult than it needs to be. Though most marketers fear rejection, they should instead fear being ignored. </span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Let’s face it, most ad campaigns sink without a trace. Most brands don’t register on the radar. That’s not because an ever-fragmenting media landscape is clogged with countless messages. Nor is it because even the most basic of categories offer a proliferation of choice.</span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Although those factors don’t help, the reason most messaging and brands are invisible is that people filter out almost all the world around them. It’s a coping mechanism. As humans, we are hard-wired to focus on what really matters and that is highly unlikely to include a message from a brand.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Given this reality, it strikes me as odd that marketers continue to create and invest in messaging that is built on worried unrealistic foundations. </span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Why, for instance, do marketers continue to treat humans as rational beings making reasonable decisions based on knowledge? Why do <span style="color: black; mso-themecolor: text1;">marketers obsess about communicating a clear proposition and engaging consumers with what they have to say? </span>Why do marketers bother measuring how well that information is delivered, or how engaged the audience is with their message?</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">The answer is because it’s comforting. It creates a sense of control over what is a scary and uncertain endeavour. It feels good to get all rational about the business of developing marketing messages. But the reality is that people don’t make buying decisions the way marketers make messaging decisions.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Humans have neither the time nor the processing power to do so. Instead, the brain devises intuitive strategies to help us make instant decisions driven by unconscious emotional reactions. At best, rational processing is used to justify and make us feel good about the emotional decision we’ve already made (this is the so-called <i>intellectual alibi</i> effect).</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">The bottom line is, marketers are obsessed with information – even when psychology tells us that humans are non-consumers of information. We really should be thinking more about motive and alibi than proposition and support.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">If we make decisions in an emotional and intuitive manner, then it follows that brands need to be built the same way. Brands are not explicit memory palaces, but implicit memory traces. Therefore, brands need to be built on sensory experiences and associations, not on awareness and communication.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Why?<span style="mso-spacerun: yes;"> </span>Because ads work by creating or strengthening implicit associations in the brain. That means we need ideas that exist in popular culture, ideas that create a pattern in our psyche, ideas that are adopted not force-fed. When developing messaging, ask yourself the following five questions.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">First, how can you disrupt?</span></i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"> The power of creativity is in its ability to surprise people. Surprise leads to fame and fame leads to brands being chosen on autopilot. Most marketers are worrying about being rejected when they should be worrying about being ignored. You’ve got to grab people from the get-go, so use disruption to increase attentiveness and memory formation.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Second, how can you stir emotions?</span></i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"> Surrounding a brand with emotion amplifies its level of mental availability because the stickiest memories are formed not from facts but from emotional responses. So, what visceral reactions can you stir in people?</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Third, how can you make choosing you easy?</span></i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"> Neuroscience teaches us that memories don’t exist whole but as little bytes of sensory impulses that need reconstruction. Don’t make that reconstruction task more difficult than it needs to be. Link your brand to visual and aural stimuli and other mnemonics.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Fourth, how can you be positive?</span></i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"> Again, neuroscience teaches us that we like to feel good, not bad. Don’t fight that. You will lose. Even with challenging subjects, make sure ensure you generate positive feelings.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Fifth, how can you reward attention?</span></i><span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"> The promise of needs met is the ultimate feel-good high, so make sure any emotion you stimulate has a point. It’s not rocket science to realise that people subconsciously ask "what’s in it for me?".</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<span face=""trebuchet ms" , sans-serif" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;">Adopt this basic advice and your messaging will work better.<span style="mso-spacerun: yes;"> </span></span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"></span></div>
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<br />Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-10067591881257162232019-09-01T11:00:00.000-04:002019-09-01T11:02:35.533-04:00A GLOSSARY OF KEY BRAND ARCHITECTURE TERMS
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<span style="font-size: x-small;"><span style="color: #999999;"><span style="font-family: "Calibri Light", sans-serif;">* Note: This list is not comprehensive. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></span></span></div>
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<span style="font-size: x-small;"><span style="color: #999999;"><b><span style="font-family: "Calibri Light", sans-serif;">- - - - - - - - - - - - - - - - - - - - - - - - - - - </span></b></span></span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Brand architecture </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">is the strategy that marketers use to determine which products and services to introduce, and which brand names, logos, symbols, and other brand elements to apply to new and existing products. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Brand elements</span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">, sometimes called brand identities, are those trademarkable devices that serve to identify and differentiate brands. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">brand portfolio </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">is the set of all brands and brand lines that a particular firm offers for sale to buyers in a particular category. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">brand line </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">consists of all products—original, as well as line and category extensions—sold under a particular brand. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">product line </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">is a group of products within a product category that are closely related because they function similarly, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">brand mix </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">(or brand assortment) is the set of all brand lines that a particular seller makes available to buyers. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">product mix </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">(or product assortment) is the set of all product lines and items that a particular seller makes available to buyers. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">brand hierarchy </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">is a means of graphically portraying a firm’s branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing their explicit ordering. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">family brand</span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">, also called a </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">master brand</span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">, </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">range brand </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">or </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">umbrella brand</span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> is a brand used across multiple product categories but is not necessarily the name of the company or corporation. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">brand extension </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">is a new product introduced under an existing brand name. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">line extension </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">is a new product introduced under an existing brand name within an existing category for a brand (Tide Pods or Tide Total Care laundry detergent). </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">category extension </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">is a new product introduced under an existing brand name outside existing categories for a brand (Tide Dry Cleaners retail outlets). </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">flanker </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">or </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">“fighter” </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">brand is a brand designed to negate the threat of a competitors’ brands so that more important and profitable brands can retain their desired positioning. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A </span><b><span style="color: #3a44c1; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">flagship product </span></b><span style="color: black; font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">is a product that best represents or embodies the brand to consumers. It is often the first product by which the brand gained fame, a widely accepted bestseller, or a highly admired or award-winning product. </span><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span></div>
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<style> <!-- /* Font Definitions */ @font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:-536870145 1107305727 0 0 415 0;} @font-face {font-family:Calibri; panose-1:2 15 5 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-536859905 -1073732485 9 0 511 0;} @font-face {font-family:"Calibri Light"; panose-1:2 15 3 2 2 2 4 3 2 4; mso-font-charset:0; mso-generic-font-family:swiss; mso-font-pitch:variable; mso-font-signature:-536859905 -1073732485 9 0 511 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Calibri; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi; mso-fareast-language:EN-US;} @page WordSection1 {size:612.0pt 792.0pt; margin:72.0pt 72.0pt 72.0pt 72.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} --> </style>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-51764535723580110312019-07-15T09:34:00.001-04:002019-09-01T10:46:23.880-04:00BRANDED BREAKTHROUGH - NOT ALL ADS ARE CREATED EQUAL<span style="font-family: "trebuchet ms" , sans-serif;">The best ads are enjoyable. They educate, entertaining, and inspire. They are memorable, capture our attention, and connect with the consumer on an emotional level. They make the brand central to the story. </span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">That said, in 2018 analysis of the Adtrack database from Kantar shows that in 2018, 77% of ads failed to resonate with consumers. Incidentally, the categories which consistently had the highest recall are carbonated soft drinks, fast food (QSR) restaurants, CPG, banking, and alcoholic beverages. What’s clear is that, while capturing the consumers attention is imperative, it must result in brand recall.<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">To ensure ads are optimized, focus on the following:</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span style="mso-list: Ignore;">1.<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>ATTENTION</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span style="mso-list: Ignore;">2.<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>BRAND LINK</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span style="mso-list: Ignore;">3.<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>MESSAGE</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Consumers do not remember the expected. Therefore, educate, entertain and/or inspire -- but defy convention. Do something different. Take a risk. Most brand managers shy away from this path because it has higher-risk. That said, with higher-risk there is higher reward.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzWvVh1q4yyzKUMjEnVksJ8WNgfvXTs6wwG8_kVz4hs152ReNe3WdHQ_n82plEMWeAg7uLduZ5aoE4rOPFCfWeloHjuhT-V8yMjZNtH4to62vIN6WKVth0sefxdtTtis2TunVqaJ5L_UA/s1600/vw-think-small.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="477" data-original-width="715" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzWvVh1q4yyzKUMjEnVksJ8WNgfvXTs6wwG8_kVz4hs152ReNe3WdHQ_n82plEMWeAg7uLduZ5aoE4rOPFCfWeloHjuhT-V8yMjZNtH4to62vIN6WKVth0sefxdtTtis2TunVqaJ5L_UA/s200/vw-think-small.jpg" width="200" /></a></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">A timeless example of this was DDB’s (1959) Volkswagen campaign “<a href="https://designshack.net/articles/graphics/the-greatest-print-campaigns-of-all-time-volkswagen-think-small/">Think Small</a>”. At the time there was a notable trend towards larger cars in the United States and “thinking big”. <span style="mso-spacerun: yes;"> </span>Bigger was definitely seen as better. We have previously discussed <a href="https://mygoodbuzz.blogspot.com/2019/05/truth-and-authenticity-as-brand.html">truth and authenticity as brand attributes</a>, but this campaign is an excellent example. This campaign was in effect, the exact opposite of how cars were marketed at the time.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Speaking of entertaining, another effective technique to gain attention is to provide (someone) with amusement or enjoyment. It’s why consumers engage media in the first place. So, make your ad part of the entertainment. Incidentally, humour is not the only way to connect with consumers. A great, inspired example is Canadian Tire’s “<a href="https://lbbonline.com/news/canadian-tires-touching-olympic-campaign-we-all-play-for-canada-stars-nhl-legend-wayne-gretzky/">We All Play for Canada</a>” Olympic (CSR) campaign’s “<a href="https://vimeo.com/252223279"><span style="color: windowtext; text-decoration: none;">First Skate</span></a>” ad which tells the touching story of a father fashioning a sledge for his paraplegic son.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh556FvqLN5yLVKWW5tasWq5xx8tUw8pXPfySv8Vk1wjevsV_RAa1pOq2z8YLKBysjCkNza7u-gUZ28MqF8yUWOKrM20jO2tn5u1VzbBj9YChLKpEjHvm-NNwXe7TQyKpvWvewZqFUvvSY/s1600/index.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="180" data-original-width="280" height="128" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh556FvqLN5yLVKWW5tasWq5xx8tUw8pXPfySv8Vk1wjevsV_RAa1pOq2z8YLKBysjCkNza7u-gUZ28MqF8yUWOKrM20jO2tn5u1VzbBj9YChLKpEjHvm-NNwXe7TQyKpvWvewZqFUvvSY/s200/index.jpg" width="200" /></a></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Brands need to remain ‘top of mind’ - so find ways to drive popular culture. Budweiser’s ‘<a href="https://www.youtube.com/watch?v=YWPmFrOmnlE">Wassup</a>’ commercial is an excellent example. Originally premiered during NBC’s Monday Night Football in December 1999, the campaign became a pop-culture catchphrase and won the Cannes Grand Prix award and was inducted into the CLIO Hall of Fame.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">The ad creative also needs to be matched to the appropriate media. If you knew, for example, that 78% of all engagement with the video you created would be via mobile on Facebook, would you not optimize the video for that channel?<span style="mso-spacerun: yes;"> </span>Alternatively, if you knew your print ad would only be extended to billboards, would you not optimize for vehicles speeding by at 80 kms per hour? Of course you would.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">You should also be thinking about virality. Specifically, what makes something sharable? There is a wealth of information available of the <a href="https://www.visualcapitalist.com/science-making-things-go-viral/">science of making things go viral</a> and even a great <a href="https://www.ted.com/talks/dao_nguyen_what_makes_something_go_viral">TED Talk</a> by BuzzFeed's Publisher, Dao Nguyen. As an aside, there are a number of (largely unconscious) variables involved in <a href="https://mygoodbuzz.blogspot.com/2009/10/branding-taking-page-from-organized.html">what makes brands stand the test of time</a>, which we have previously discussed at length.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYd4GNVMOXx9TTeRBjpqR5Q-76L76_VGIn2B5k_Q9NG0ygfmV58GIIXqKTIcxb3WrNZ1NmehhYOiO9zaNfw1MUsJi7rSFDdKARuaDDMPR0zt8yVmAI1eRPRVMZ4j5UjIoQ3jpWK7SgY0c/s1600/brand.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="138" data-original-width="140" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYd4GNVMOXx9TTeRBjpqR5Q-76L76_VGIn2B5k_Q9NG0ygfmV58GIIXqKTIcxb3WrNZ1NmehhYOiO9zaNfw1MUsJi7rSFDdKARuaDDMPR0zt8yVmAI1eRPRVMZ4j5UjIoQ3jpWK7SgY0c/s1600/brand.jpg" /></a></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">The highest brand link comes from connecting your brand closer to the climax of the ad’s story. By brand we ideally mean <a href="https://en.wikipedia.org/wiki/Unique_selling_proposition">USP</a> or <a href="https://mygoodbuzz.blogspot.com/2019/05/truth-and-authenticity-as-brand.html">brand truth</a>.<span style="mso-spacerun: yes;"> </span>So, don’t just make your brand central to the story - make it the driver of the story itself.<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Another useful way to tell a compelling human-interest story is to connect with your target audience using a meaningful consumer insight or find an emotional story to demonstrate how the consumer engages your brand.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">But arguably, the single most important element in telling your brand story is to amplify what sets you apart from everyone else. Call it whatever you like - <a href="https://en.wikipedia.org/wiki/Unique_selling_proposition">USP</a> or <a href="https://mygoodbuzz.blogspot.com/2019/05/truth-and-authenticity-as-brand.html">brand truth</a><span class="MsoHyperlink"><span style="color: black;">, consumer benefit</span></span> (or insert the buzzword <i>du jour</i>.) The point is to identify what makes your brand unique and different and weave that into your story (with a strong visual cue.)</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnjoYF33Ievqa28jFDN2h46f_2sWakefHym0HulLhtKW4_X3IKus-H26ZrB2LAu45vp5KuDXkPIuJ4-u7ewKlgVDYl32fRUUICSqqUx9g6us7cLvoYJKso313opRs37ViQMm5J01IeYeE/s1600/images3.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="225" data-original-width="225" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnjoYF33Ievqa28jFDN2h46f_2sWakefHym0HulLhtKW4_X3IKus-H26ZrB2LAu45vp5KuDXkPIuJ4-u7ewKlgVDYl32fRUUICSqqUx9g6us7cLvoYJKso313opRs37ViQMm5J01IeYeE/s200/images3.png" width="200" /></a></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">You probably already know this, however, when brand equity is measured it is based upon what the consumer believes (not what you want them to believe.) To this end, communication is not what is said, rather it is what is heard. The best brand communication therefore occurs when you focus on the one benefit that moves consumers.<span style="mso-spacerun: yes;"> </span>It’s about telling the story behind your brand purpose.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Ask yourself, if you could tell the consumer one thing about your product or service - what would it be?<span style="mso-spacerun: yes;"> </span>Remember also that the more messages you put into your ad, the less likely it is that consumers recall your primary message. *Millward-Brown data demonstrates that when an ad has more than one message the consumer recall drops by 37%.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Ultimately, try to move from a functional to an emotional benefit. Why? Because triggering an emotional reaction, whether joy, sadness, humour or sympathy, should be the goal of any creative.</span></div>
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-->Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.com22 Lawley Rd, Woodstock, Cape Town, 7915, South Africa-33.93247 18.453970000000027-59.4545045 -22.854623999999973 -8.410435500000002 59.762564000000026tag:blogger.com,1999:blog-7016092841128248808.post-6451303653384004102019-07-01T03:22:00.000-04:002019-07-01T03:22:35.227-04:00How To Tell Stories Using Data And Statistics
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimcfw1NH1B6M9r-gcgXnXmDTL_VmL-rVrBUIz6YV8cs8B0JKVkcHpQop_PGJvWa9-dxrZzUUdWHY5mbsWAs-qJ_6bSQignnOzXhWZ7gTqECJqFKF2ReLVghyphenhyphen5Ip1D88d9NoGgfIDaphuM/s1600/data.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="187" data-original-width="269" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimcfw1NH1B6M9r-gcgXnXmDTL_VmL-rVrBUIz6YV8cs8B0JKVkcHpQop_PGJvWa9-dxrZzUUdWHY5mbsWAs-qJ_6bSQignnOzXhWZ7gTqECJqFKF2ReLVghyphenhyphen5Ip1D88d9NoGgfIDaphuM/s1600/data.jpg" /></a></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">SUMMARY</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Details how to use data and statistics in story telling by providing six golden rules for success.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span><i>It can be argued that the central equation underpinning success in the modern knowledge economy is: analytics + storytelling = influence – since marketing is the best established of the “moving businesses”, the equation has particular resonance in marketing.</i></span></div>
<i><span style="font-family: "Trebuchet MS", sans-serif;"> </span></i><div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo2; text-indent: -18.0pt;">
<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Data-driven storytelling fundamentally an act of empathy, it requires the narrator to imagine what it’s like to be in the shoes and mindset of the audience.</span></i></div>
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<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Six golden rules for data storytelling are: keep it simple, yet smart, find and use only relevant data, avoid false positives, beware the curse of knowledge, know your audience, and talk human.</span></i></div>
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<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Statistics can power stories and numbers drive narratives, but only if as a storyteller you are able to resist the seductive lure of data to tell the story for you.</span></i></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">NEED TO KNOW</span></b></div>
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<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>The storytelling potential of data transcends marketing. Data-driven storytelling offers potential right across business and society.</span></i></div>
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<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Lightly peppering narratives with just a handful of well-chosen, killer statistics is the key to data-driven storytelling success.</span></i></div>
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<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Use data in messaging with caution. The more information you deploy in arguments when you’re looking to convince others and to change people’s minds, the more likely the audience is to resist.</span></i></div>
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<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>If you put all available data into the mixer and look for relationships, you’ll find a connection and be tempted to conclude it’s important, when in fact it’s a false positive. Correlation is not causation, and connections in complex systems are very rarely caused by single factors.</span></i></div>
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<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Don’t fall into the trap of using all data available. Brand storytellers should start with the reason or purpose they’re looking for data in the first place, and then choose the right data.</span></i></div>
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<i><span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">·<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Effective data-driven storytelling is fundamentally an act of empathy and human understanding. If you can use your research, data, and statistics to show you understand those you’re looking to influence, your story is much more likely to prove effective.</span></i></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">INTRODUCTION</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The world of brands and brand marketing is full of data. Media data, customer data, marketing performance data. Data that reveals customer behaviour, data that attributes marketing inputs to business performance outcomes, and data that explains who’s seen which commercials, where, and how often. The sheer volume of data in marketing means that practitioners are faced with a delicious paradox: it has never been more challenging to make sense of all the data that swirls around a brand, and at the same time it has never been more possible to do so.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The storytelling potential of data transcends marketing. Data-driven storytelling offers potential right across business and society. We are all, as writer Dan Pink says, in the “moving business”; the business of persuading others to take action and respond to the stories we tell. Psychologist Daniel Kahneman has crystallised what we know about human decision-making. We make decisions fast using what Kahneman calls System 1 thinking, based on our emotional response to situations and stimuli. We then justify our decisions using slower, more cognitive thought processes, using System 2 thinking. This is where the rationality of well-presented facts, numbers, and data has a critical role to play. The most powerful and influential stories are those that appeal to both our emotions and our intellect. It can be argued, therefore, that the central equation underpinning success in the modern knowledge economy is this:</span></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">ANALYTICS + STORYTELLING = INFLUENCE.</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Since marketing is the best established of the “moving businesses”, the equation has particular resonance in marketing.</span></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">WHERE TO START</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">It’s a common misconception that using data and statistics to build more powerful and purposeful stories is about collecting and deploying as many numbers as you can to make your point. Yet social psychology 101 tells us that the more information you deploy in arguments when you’re looking to convince others to take a course of action – and particularly when you want to change people’s minds – the more likely the audience is to resist. In recent years, this has been labelled the “Project Fear” phenomenon, after the large number of data sources and data-driven scenarios the Remain campaign deployed in the run-up to the 2016 EU Referendum in the UK.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Using data and statistics as the rational underpinning to well-balanced, emotional, and above all human stories is much more about the judicious use of a small number of well-chosen data points to support an appeal or call to action. This makes data-driven storytelling fundamentally an act of empathy. It requires the narrator to imagine what it’s like to be in the shoes – the mind; the mindset – of the audience. And to realise what it feels like to be assaulted with number after data point after statistic. Browbeating the audience into submission not only doesn’t work; it’s actively counter-productive. Lightly peppering narratives with just a handful of well-chosen, killer statistics is the key to data-driven storytelling success.</span></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">ESSENTIALS</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">1. <b>KEEP IT SIMPLE – YET SMART</b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">When you’ve thoroughly researched and understood a brand, a market, or an issue, the temptation is to share your depth of knowledge and understanding. Market researchers are particularly guilty of wanting to show all their workings out – all the data that underpins the insights they bring to their clients – but they’re not the only breed of communicators who fail to keep it simple. Clients don’t pay agencies to take them through their workings out and justify why they reached the conclusions they reached. Consumers don’t want a complete rationale of the thinking – and increasingly the data, numbers, and statistics – that underpin a campaign. Both want to know what they should do in simple, simplified terms.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Keeping it simple – yet smart – avoids the storytellers no-no of exposition or backstory. How much better as a storyteller to have the audience hanging on every twist in the story and begging for more – the next storyline, the next episode – than to be bored into submission. Building simple yet smart stories with data as the rational underpinning isn’t necessarily easy to pull off. As Mark Twain, Oscar Wilde, and Winston Churchill are all said to have said: “I would have written you a shorter letter but I didn’t have the time.”</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">2. <b>FIND AND USE ONLY RELEVANT DATA</b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">There are so many different sources of data available to brands and companies today – their own data, third-party data, and publicly-available data sets – that it’s hard to choose data that is relevant to the story you’re looking to build. Brand data can include: first-party customer journey data, social and news media content, sales data, employee attitudes and behaviours. Third-party and publicly-available data can include: analyst commentary, Government demographic data, wealth and health data, weather data, academic and peer-reviewed research, crime statistics. You name it, it’s probably been counted, analysed, and shared online.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The trick in finding and using only relevant data is to identify and deploy the corner of Big Data – what the Small Data Forum podcast calls “little big data” – that’s relevant to the hypothesis you’re trying to test, and not just what happens to be available, convenient, or easy to use. Brand storytellers should use the principles set out by writer and TED Talk favourite, Simon Sinek, and “start with why”; start with the reason or purpose they’re looking for data in the first place, and then choose the right data.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">3. <b>AVOID FALSE POSITIVES</b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The trouble with there being lots of potential data sets available to those looking to build brand narratives is that, when you put them together, you’re likely to find connections between different variables that are most likely meaningless. There’s every possibility that, if you’re looking to prove (rather than test) a hypothesis by putting all available data into the mixer and seeing where there might be a relationship, you’ll find something and be tempted to conclude you’ve found something important when in fact it’s a false positive. Remember the statistician’s acronym GIGO: Garbage In, Garbage Out.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">As creatures, we’re hard-wired to look for relationships between variables – and the simpler the connection the better. We find it satisfying to conclude “the Gulf War was all about oil” or “Brexit was caused by unjustified fear of migrants”. Trouble is, complex connections in complex systems are very rarely caused by single factors. They’re also unlikely to be directly causally-connected. More often than not there’s a hidden third cause that you’ll have completely overlooked if you haven’t first kept it simple and second found and used only relevant data. Remember also that correlation is most definitely not causation.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">4. <b>BEWARE THE CURSE OF KNOWLEDGE</b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">When you know a lot about a subject, it’s very hard to imagine what it’s like not to know what you know. This is called the Curse of Knowledge. In his book The Sense of Style, Harvard psychologist Steve Pinker calls out academics, government officials, lawyers, financial advisors, and many of those in Big Pharma to be among the worst afflicted by this condition.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Like using too much or irrelevant data, the Curse of Knowledge is a significant turn-off for an audience. They feel talked down to – patronised – and ignorant in the face of an expert not prepared to come down to their level. Unsurprisingly, this approach – such a common failing among those who use data and statistics in their storytelling – is also counter-productive. It’s as unengaging as showing your workings out and convinces almost no one.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">5. <b>KNOW YOUR AUDIENCE</b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Effective data-driven storytelling is fundamentally an act of empathy and human understanding. If you can use your research, data, and statistics to show you understand those you’re looking to influence, your story is much more likely to prove effective. The dictionary definition of insight is “a profound or deep understanding of someone or something”, and if you can use data and statistics to get under the skin and into the mindset and motivations of your audience, they’re very much more likely to be receptive to your message. The case studies on Sport England and Dove, below, show how data-driven insights can spark social and market change.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">6. <b>TALK HUMAN</b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">It’s a curious truism of corporate behaviour that many companies and brands – including some of the most successful B2C brands, and many B2B – speak a dialect that is very unlike the way that people talk. Those mandated to talk on behalf of a company – a growing pool of individuals in our social media age in which many more voices matter – often adopt a pretentious, jargon-rich way of speaking that explains little and convinces very few. When data and statistics are at the heart of the story you’re looking to build, this problem can be made worse. Corporate and brand storytellers should resist this temptation and use numbers to support not dominate their narratives. They should use a range of emotions and talk in that rarest of corporate dialects: human.</span></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">CASE STUDIES</span></b></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">BRITISH HEART FOUNDATION – STAYING ALIVE</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The British Heart Foundation wanted to raise awareness of how to perform hands-only CPR to restart someone’s heart if they’ve had a heart attack. Using black humour and football hard man Vinnie Jones – just featured as a gangland villain in Lock Stock & Two Smoking Barrels – the BHF managed to balance the rational with the emotional in a core campaign ad full of both information and entertainment. One of the most important pieces of information they needed to convey was the pace with which first aiders need to pump the chest of a heart attack victim, which is a couple of times every second. The planners on the <a href="https://www.youtube.com/watch?v=LxhK_uHS0EE" target="_blank"><span style="color: blue;">BHF campaign</span></a> found and used relevant data – that the Bee Gees’ disco classic Staying Alive is played at 110-120bpm – and used that as the incongruent (and memorable) soundtrack to Jones’ infomercial.</span></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">SPORT ENGLAND – THIS GIRL CAN</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">From early in secondary school onwards, right up until after retirement age, girls and women take part in less regular sport than boys and men; there truly is a gender exercise gap. Sport England wanted to bring about sustainable behaviour change in girls and women. Their research found that one of the main drags on women’s participation in sport was the fear of being judged by others – of sweating, make-up running, flushed cheeks, wearing unflattering Lycra, being seen out of control. 85% or women who don’t exercise say it’s for fear of being judged. And they were right – at least partially. 85% of those who see women exercising do judge them – and they do so entirely positively. They admire real women really exercising. It makes them think “I should do that!” Hence the real women that have featured in every one of the <a href="https://www.youtube.com/watch?v=toH4GcPQXpc" target="_blank"><span style="color: blue;">campaign’s three ads</span></a>, a campaign which has led 1.6m more women to take up exercise. Sport England truly does know its audience.</span></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">DOVE – CAMPAIGN FOR REAL BEAUTY</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Another brand that knows its audience and that found and used relevant data as the rational underpinning of its campaigning is Dove and its 15 year-old <a href="https://www.warc.com/content/article/ipa/dove_doves_big_ideal_from_real_curves_to_growth_curves/88447" target="_blank"><span style="color: blue;">Campaign for Real Beauty</span></a>. Back in the early 2000s, most beauty brand communication was having a negative impact on women’s self-esteem and sense of self-worth. Cross-cultural research by Dove found that in 20 countries – from Thailand to Brazil, from Russia to India – just 2% of the world’s women would use the word “beautiful” to describe themselves. This gave Dove the legitimacy to take on the beauty industry on behalf of real women, to celebrate ‘real types not stereotypes’, and to feature real women – real beauty – in their category-redefining campaign. Once the data-driven insight informed new product formulation, too, sustainable conversations with teens, tweens, and women turned into growing and sustained growth and profit for the Unilever brand.</span></div>
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<b><span style="font-family: "Trebuchet MS", sans-serif;">KEY TAKEAWAYS</span></b></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">In his introduction his book the The Signal & The Noise, Nate Silver observes: “The numbers have no way of speaking for themselves. We speak for them. We imbue them with meaning.” It’s a sentiment repeated by Cambridge statistics professor David Spiegelhalter in the introduction to his 2019 book, <i>The Art of Statistics</i>.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">If you keep it simple yet smart with numbers, you’re off to a good narrative start. Find and use only meaningful statistics but avoid false positives when two data points or series seem to be connected. Beware the Curse of Knowledge, a fundamentally arrogant and inhuman way to share data and statistics that you know and understand but that your audience doesn’t. Data storytelling is at its heart an act of empathy that requires skilled practitioners to know their audience – to get inside their minds – and ultimately to talk that rarest of corporate and brand dialogues: human.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Statistics can power stories and numbers drive narratives. But only if as a storyteller you are able to resist the seductive lure of data to tell the story for you or – worst of all – be presented as the story itself.</span></div>
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text-indent:-18.0pt; font-family:"Courier New";} @list l1:level6 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-18.0pt; font-family:Wingdings;} @list l1:level7 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-18.0pt; font-family:Symbol;} @list l1:level8 {mso-level-number-format:bullet; mso-level-text:o; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-18.0pt; font-family:"Courier New";} @list l1:level9 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:none; mso-level-number-position:left; text-indent:-18.0pt; font-family:Wingdings;} ol {margin-bottom:0cm;} ul {margin-bottom:0cm;} --> </style>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.com22 Lawley Rd, Woodstock, Cape Town, 7915, South Africa-33.93247 18.453970000000027-59.4545045 -22.854623999999973 -8.410435500000002 59.762564000000026tag:blogger.com,1999:blog-7016092841128248808.post-52575135761705785412019-06-21T07:36:00.003-04:002019-06-21T07:36:32.484-04:00HOW TO USE THE B=MAT MODEL FOR BEHAVIOURAL CHANGE<div class="MsoNormal">
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Behavioural change is one of the ‘holy grails’ for any marketer. Effective strategies for getting consumers to start, stop or change a behaviour are much sought after, and success can be elusive. As behavioural science has evolved, experts have developed robust frameworks and models to help apply behavioural science in a rigorous, systematic way, thereby effecting behavioural change.</span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">In this best practice paper, we explore the B=MAT (now known as the B=MAP) model developed by Stanford Professor and behavioural psychologist BJ Fogg. The B=MAT model is used by practitioners to firstly analyse and then ultimately tackle behaviour change challenges. By understanding why or how behaviour can occur, practitioners can begin to understand existing behaviour and also what they need to change to build a new behaviour.</span></div>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">ESSENTIALS</span></b></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The B=MAT model provides a structured framework and a common reference point for any behaviour change team to think about the behaviour they want change. It allows the practitioner to both understand what people are currently doing and looks at how it might move people towards a new behaviour. For example, whether people can be encouraged to better manage money and repay debt, or how they can be encouraged to commute by bike, bus or train rather than the car.</span></div>
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<span style="color: red;"><span style="font-size: small;"><b><span style="font-family: "Calibri Light", sans-serif;">The B=MAT model (Behaviour = Motivation + Ability + Trigger)</span></b></span></span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The premise of the B=MAT model is that behaviour change is the result of three specific elements coming together in the same moment: motivation (M), ability (A) & an effective trigger (T).</span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The model implies that motivation and ability are trade-offs of a kind. If motivation is high enough, people will overcome barriers and deficits in their ability. If ability is high enough or the target behaviour is simple enough to do, people may overcome low motivation. The model name was changed in 2018 to B=MAP where P stands from ‘Prompts’ rather than T for ‘Triggers’. </span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">This was to provide increased clarity around the model components, but Triggers and Prompts are, for all intents and purposes, the same. It was developed in 2007 by BJ Fogg, Professor of Behavioural Science and Director of the Stanford Behaviour Design Lab at Stanford University<sup>.</sup></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEho7W_JoGLOYtNczpElbHiQOjKQZB9r74gVEbbEYzthmnnjUTSbIQBO-ZZphrfx9DXHqIwKhnryHQeLhFsuJ0IhWyAIbiXBq6pZabM8CCF4D_XqZpbO6YSz8JUyj64YevAJIS0czInYXmo/s1600/126865f1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="900" data-original-width="900" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEho7W_JoGLOYtNczpElbHiQOjKQZB9r74gVEbbEYzthmnnjUTSbIQBO-ZZphrfx9DXHqIwKhnryHQeLhFsuJ0IhWyAIbiXBq6pZabM8CCF4D_XqZpbO6YSz8JUyj64YevAJIS0czInYXmo/s400/126865f1.jpg" width="400" /></a></div>
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<strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Model strengths:</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> Identifying how to trigger behaviour change.</span><br />
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Specifically:</span><br />
<ul type="disc">
<li class="MsoNormal" style="mso-list: l8 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">In-context executional ideas, in the form of triggers, to steer people to adopt a target behaviour or stop an undesired behaviour.</span></li>
<li class="MsoNormal" style="mso-list: l8 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Problems or gaps in persuasion and influence to achieve a target behaviour or stop an undesired behaviour.</span></li>
</ul>
<h3>
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Strengths of the B=MAT model: Good for...</span></h3>
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<li class="MsoNormal" style="mso-list: l2 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Identifying how to trigger behaviour change</span></li>
<li class="MsoNormal" style="mso-list: l2 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Generating executional ideas to address behaviour change challenges</span></li>
<li class="MsoNormal" style="mso-list: l2 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">In-context persuasion - the ‘last mile’</span></li>
</ul>
<h5>
<span style="font-size: small;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Component parts of the model: motivation, ability and triggers</span></span></h5>
<strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">1. MOTIVATION</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span><br />
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">What might motivate us to carry out a behaviour? Fogg outlines three broad areas of motivation, broken down further into subtypes:</span><br />
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<li class="MsoNormal" style="mso-list: l0 level1 lfo3; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Sensation</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> – this is a very primitive, automatic type of motivation, with little thinking or reflection involved. Examples are hunger, thirst, sex, pain and other visceral responses.</span></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo3; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Anticipation</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> – specifically, this might involve feelings of either fear or hope. Fear is related to loss such as the loss of health or looks or having to pay a penalty or fine; hope is a positive feeling related to the possibility of something good happening such as finding a partner on a dating website or saving money.</span></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo3; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Belonging</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> – we may be motivated to gain acceptance by our peers and avoid rejection, particularly teenagers and young adults for whom peer approval is often a significant driver of behaviour.</span></li>
</ul>
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<strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">2. ABILITY</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"></span><br />
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Whilst we might have oodles of motivation, we still need to be capable of doing the new behaviour at a specific point in time or place. In this model, ability is less about skills and more about in-the-moment capacity to carry out the behaviour. Fogg believes that enabling a behaviour in the moment is not necessarily about teaching people to do new things or training them to improve. Instead, it’s more about making the behaviour easier to do and enlarging that in-the-moment capacity.</span><br />
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Richard Thaler, co-author of the bestselling book ‘Nudge’ often reminds us that if you want someone to do something, we need to ‘make it easy’ or simple to do. A classic example is 1-click purchasing - it’s easy to find on the webpage and no effort to do. In this case, ability is high.</span><br />
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Fogg outlines six different factors of ability, many of which relate to whether we have different types of resources available to us. The model acknowledges that different people will have different abilities: some will have time or mental bandwidth in abundance, others money or physical effort. Here are the six areas:</span><br />
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<li class="MsoNormal" style="mso-list: l4 level1 lfo4; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Time:</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> If our time is scarce – if we’re in a rush or busy with something else - we’re less likely to engage in the target behaviour.</span></li>
<li class="MsoNormal" style="mso-list: l4 level1 lfo4; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Money:</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> Likewise, if money is scarce and we need it for other essential items, we’re unlikely to buy something.</span></li>
<li class="MsoNormal" style="mso-list: l4 level1 lfo4; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Physical effort or physical capability:</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> if a behaviour takes a lot of physical energy, for example, walking several miles to buy a product, or is difficult physically, it’s unlikely we’ll do it.</span></li>
<li class="MsoNormal" style="mso-list: l4 level1 lfo4; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Mental bandwidth:</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> Fogg calls this ‘brain cycles’ but at The Behavioural Architects we tend to prefer the term ‘mental bandwidth’ or psychological capability. How hard do we need to think about doing something? Do we believe we can do it? Do we have the mental bandwidth to engage with it at this moment in time or are we overloaded with other demands?</span></li>
<li class="MsoNormal" style="mso-list: l4 level1 lfo4; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Social opportunity or social deviance:</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> Is the target behaviour approved of in society? Is it also already being done by others (that we know)?</span></li>
<li class="MsoNormal" style="mso-list: l4 level1 lfo4; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Habit/routine:</span></strong><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> Is the behaviour part of our existing routine or habits or could it be easily added to our routine? If it’s a new behaviour or a one-off behaviour, such as switching bank accounts or getting a flu jab, it’s less likely we’ll do it and we’re likely to just stick to our existing routine.</span></li>
</ul>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjgAb2oSMATJxRPTXLyQMmEKXYteRxFAj85dlvz1j2rXdJLBMUthKXVsO4RMc0mWM61YuFE8j9JRI7Vk06hRheVV_RR_bQpLq9tdTewkjuGiB6rOys8l82cNSvkrH2wqY6B_h6KtC07H2o/s1600/126865f2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="809" data-original-width="900" height="358" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjgAb2oSMATJxRPTXLyQMmEKXYteRxFAj85dlvz1j2rXdJLBMUthKXVsO4RMc0mWM61YuFE8j9JRI7Vk06hRheVV_RR_bQpLq9tdTewkjuGiB6rOys8l82cNSvkrH2wqY6B_h6KtC07H2o/s400/126865f2.jpg" width="400" /></a></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">3.<span style="mso-spacerun: yes;"> <b> </b></span><b>TRIGGERS</b></span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The final area looks at what might trigger someone to do the behaviour, particularly if they have almost enough motivation and/or ability and just need a final nudge. Fogg highlights the importance of timing for this component, pointing out that the ancient Greeks even had a name for it: ‘Kairos’ - the opportune moment to persuade. He outlines three types of triggers or in-context cues which ultimately nudge someone to carry out the target behaviour in the moment. Providing the right kind of trigger can help get someone over the behavioural ‘threshold’ to achieve the target behaviour.</span></div>
<ul type="disc">
<li class="MsoNormal" style="mso-list: l3 level1 lfo5; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Spark</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> – a ‘spark’ raises motivation if someone doesn’t quite have enough motivation to do a target behaviour. What are the benefits of doing the behaviour? Can it bring them peer approval or pleasure? For example, highlighting the benefits of getting a flu vaccination by drawing on the emotions of fear could be enough to convince someone to make an appointment.</span></li>
<li class="MsoNormal" style="mso-list: l3 level1 lfo5; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Facilitator</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> – a ‘facilitator’ raises someone’s ability, effectively giving them ‘a leg up’ to enable them to do the target behaviour. Making something cognitively easy to do is one example, making it free to do is another. Amazon’s infamous ‘one click’ purchasing is a typical example. Another might be to facilitate customer use of self-scan facilities in stores to avoid the checkout queue.</span></li>
<li class="MsoNormal" style="mso-list: l3 level1 lfo5; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Signal</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> – a ‘signal’ or in-context cue works best when someone already has enough motivation or ability to do the target behaviour, but they just need a reminder in the moment. A simple example is a traffic light going green. Another is a study which reminded people to use a free coffee coupon by placing a toy alien on the counter where they paid for their coffee. The sight of the unusual toy reminded them that they’d been given the free coupon. A current example comes from social media; ‘micro-nudges’, as they are called, are salient, small animations on a social media feed designed to catch the eye of the user and encourage them to engage further.</span></li>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">For instance Instagram use micro-nudges to encourage users to add a comment or to tap on an image to view the tags, for example to see what brands of clothing a model is wearing.</span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">To sum up, a behaviour change team can use the B=MAT model to find out what might be missing and preventing a target behaviour from happening, or conversely, what might be triggering an undesired behaviour such as smoking. Sometimes intuition or existing knowledge will be able to identify what’s missing. At other times in-depth research into the behaviour using the model may be required to unlock new insight in a structured way.</span></div>
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<span style="font-size: small;"><b><span style="font-family: "Calibri Light", sans-serif;">Aims and scope of the B=MAT model</span></b></span></div>
<ul type="disc">
<li class="MsoNormal" style="mso-list: l1 level1 lfo6; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">B=MAT is suited to identifying in-context, instant solutions for persuasion using in the moment triggers. For example, B=MAT might be used to improve an existing app or develop simple prompts or facilitators to remind doctors to use and apply existing knowledge, approaches or treatment.</span></li>
<li class="MsoNormal" style="mso-list: l1 level1 lfo6; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">In the B=MAT model, motivation and ability are a trade-off and to some extent, a substitute for one another meaning that if someone has enough motivation and drive to do something, it might be enough to overcome any deficits in their ability and vice versa. For example, someone might be sufficiently highly motivated to eat a healthy, more varied diet, but lack cooking skills and experience triggering them to subscribe to a meal kit service making it much easier for them to make themselves healthy meals. This is a different relationship to motivation and capability to the alternative COM-B model. The COM-B model assumes that motivation and ability (capability) are equally necessary and can also feed into each other.</span></li>
<li class="MsoNormal" style="mso-list: l1 level1 lfo6; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">In the B=MAT model triggers are seen as the ‘last mile’, the final element that might tip someone over the threshold to carrying out a behaviour and might involve only a small effort or in-context tweak to change. For example, take the issue of encouraging people to drive in a more fuel-efficient way. Using the B=MAT model, a simple and successful trigger has been to change the dashboard design in cars so that miles per gallon information is displayed by default. This is in contrast to the broader COM-B model, which might also consider this approach, but it might also consider broader strategic approaches such as encouraging people to replace their existing car with a more fuel-efficient car or develop a campaign to show how driving in a fuel-efficient way is socially desired.</span></li>
<li class="MsoNormal" style="mso-list: l1 level1 lfo6; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">The B=MAT model defines types of motivation quite narrowly. It only really involves emotional types of motivation and does not consider reflective types of motivation. In B=MAT, automatic habits are classed as a type of ability that can help facilitate a behaviour rather than an automatic type of motivation.</span></li>
<li class="MsoNormal" style="mso-list: l1 level1 lfo6; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">B=MAT specifically incorporates the idea of scarce resources, such as money, time and mental bandwidth within the concept of ability. All three of these factors could likely be significant enough barriers to doing a desired behaviour.</span></li>
</ul>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">The COM-B model comprises of three components – capability (ability), opportunity and motivation. It is similar to B=MAT, but has notable differences, discussed in this second paper.</span></div>
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<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="color: red;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Behaviour = Capability + Opportunity + Motivation.</span></b></span></div>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">CHECKLIST</span></b></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">What type of behavioural change problem are you tackling? If you're looking for in-context, executional solutions then use the B=MAT model. If you need to develop a behaviour change strategy focused on filling in crucial gaps in people’s capability, opportunity and motivation, use the <a href="https://www.warc.com/content/article/How_to_use_the_COM-B_model_for_behavioural_change/126866" target="_blank">COM-B model</a>.</span></div>
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<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Consider the following areas when applying the B=MAT model to your behavioural challenge:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"></span></div>
<ul type="disc">
<li class="MsoNormal" style="mso-list: l7 level1 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Motivation</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"></span></li>
<ul type="circle">
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Sensation: Is a visceral, automatic response e.g. desire, pain, hunger, thirst motivating them to do the desired behaviour?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Anticipation: Does fear or hope drive them to do the behaviour?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Belonging: Are they driven by a desire to be accepted or to avoid rejection by peers or society?</span></li>
</ul>
<li class="MsoNormal" style="mso-list: l7 level1 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Ability</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"></span></li>
<ul type="circle">
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Time: Do they have time or feel they have time to do the desired behaviour? What other demands are there on their time?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Money: Does it cost someone to do the behaviour? Do they have enough money to be able to afford the desired behaviour? Do they feel it’s affordable or worth spending money on?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Physical effort and physical capability: How physically easy is it to do the desired behaviour?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Mental bandwidth: How hard do they need to think about doing the desired behaviour? Do they have the mental capacity to engage with it at this moment or are they overloaded with competing demands or stressors?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Social opportunity: Is the desired behaviour being done by others? Is it approved of by society?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Habit/routine: Are existing habits and routines blocking the desired behaviour? Is the desired behaviour part of someone’s existing routine? Is it new behaviour or a one-off behaviour, making it harder to do?</span></li>
</ul>
<li class="MsoNormal" style="mso-list: l7 level1 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Triggers</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"></span></li>
<ul type="circle">
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Spark - Are there any salient benefits or motivating factors driving people to do the behaviour?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Facilitator - Is there anything that makes it easier - or at least feel easier - for the person to do the desired behaviour?</span></li>
<li class="MsoNormal" style="mso-list: l7 level2 lfo7; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 72.0pt;"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Signal - What in-context cues are there to remind them to do the desired behaviour?</span></li>
</ul>
</ul>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">SUMMARY</span></b></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Enabling and effecting sustained behavioural change is not always easy. Fortunately, as applied behavioural science has evolved over the past decade, experts have developed robust, easy-to-use models to help apply behavioural science in a rigorous, systematic way and effect behavioural change.</span></div>
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<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">In this best practice paper, we’ve brought one of the best behavioural change models - the B=MAT model - to practitioners’ attention, helping to make it accessible and provide guidelines for when to use this model. Our simultaneously published paper covers similar guidelines for the COM-B model. Applying these models will undoubtedly ensure strong and sound application of behavioural science.</span></div>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">CASE STUDIES</span></b></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Below, we outline two case studies drawn from The Behavioural Architects’ work to illustrate how the B=MAT model can be applied.</span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Calibri Light",sans-serif; font-size: 10.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">1. </span></b><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Driving adoption and engagement of new in-home technology</span></b><b><span style="font-family: "Calibri Light",sans-serif; font-size: 10.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"></span></b></div>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Behavioural challenge:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> The Behavioural Architects worked with a utilities provider to better understand how they might encourage households to install and engage with new, in-home technology designed to track household behaviours and help people reduce wastage and save money.</span></div>
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<br /></div>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Applying the B-MAT model:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> The B=MAT model offered a simple framework to help our client understand the critical components of this challenge. And, with its focus on how to identify and build the necessary triggers to enable a desired behaviour it provided us with a structure to pin actionable solutions against, helping us work out how to steer customer behaviour using the tool most easily available to the client - their customer communications.</span></div>
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<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">First, we conducted research with the client’s customers via a 10-day online research platform followed by in-depth interviews with them. We engaged with a variety of households, from those with the technology already installed, to those considering it and those less convinced.</span></div>
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<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">We then analysed our findings using the B=MAT model, identifying what might be driving or hindering motivation to install and use the technology, what might influence a household’s immediate ability to install and what the triggers might be to both install and ensure households are engaging with the technology and making the most of it.</span></div>
<ul type="disc">
<li class="MsoNormal" style="mso-list: l6 level1 lfo8; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Motivation:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> Here we found that although the benefits of the technology are well known, they aren’t always enough to prompt adoption. The gains were apparent to households but not enough of a draw for many.</span></li>
<li class="MsoNormal" style="mso-list: l6 level1 lfo8; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Ability:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> Within this component, time and physical and mental effort as well as potential disruption to existing routines to get the technology installed, were typically significant factors for customers. For many there was just too much friction - needing to stay at home for half a day to let in the installation engineer or too complex and confusing a booking process. In addition, customers often lacked the ability and know-how to use the technology once it had been installed.</span></li>
<li class="MsoNormal" style="mso-list: l6 level1 lfo8; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Triggers:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> There were few ‘signals’ or in-context cues to remind customers to get the technology installed. In the home, reminders are usually out of sight, bills come only periodically, and renewal is only an annual event. Second, trigger types in the form of ‘sparks’ were also lacking - customers could see no immediate or attractive benefit to motivate them to arrange an installation and were more likely to put it off to a later date.</span></li>
</ul>
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<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">With this analysis and understanding in hand, we worked with the client to identify how to break down some of these barriers, more clearly highlight the benefits of the technology, facilitate installation so it was easier and less confusing, but also ensure they were reminded about the technology at more opportune times when the benefits and advantages of it were more salient.</span></div>
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<br /></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">We helped them craft these comms, to be timely, appeal to people's motivations and build ability by making it feel easier to get the technology installed. We also helped the client build more general understanding for how to apply the B=MAT model so that they could use it for other business challenges.</span></div>
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<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">At its heart B=MAT helped the client re-think how they could tackle and solve this type of behavioural challenge by structuring communication strategies against the model.</span></div>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Impact: </span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Our B=MAT inspired recommendations have shaped the client’s communications strategy including leveraging key triggers across the customer lifecycle, testing different behavioural science inspired messaging strategies to drive up motivation and eliminating key friction points within the customer booking journey.</span></div>
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<b><span style="font-family: "Calibri Light",sans-serif; font-size: 10.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">2. </span></b><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Encouraging customers to increase their digital engagement with a financial services provider</span></b></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Behavioural challenge: Our client, a global financial services provider, had identified a large number of customers who were disengaged with their digital services e.g. had never enrolled or were no longer engaged. Our client wanted more customers to engage with their digital services to drive down calls to call centres.</span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Our challenge was to understand why these customers were not engaging with the digital services offered by our client i.e. the triggers, barriers and mindsets behind this behaviour to unlock ways to drive digital enrolment and engagement.</span></div>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Applying the B=MAT model:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> After delving into our client’s existing data and insights, we developed a set of working behavioural hypotheses informed by the B=MAT model, focusing on specific motivations, abilities and triggers (or lack of them) behind non-digital behaviours. </span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">For example, the client suspected that customer concern over the security of their personal information stored on the app may be a barrier to digital engagement. Within the model, this would be classified as a motivational barrier driven by fear. People may also perceive that it’s faster and easier to call to solve their problem, meaning that they have reduced mental bandwidth to explore other solutions - a factor limiting their ability. Customers may also have an existing habit or routine to engage with the client using means other than a digital channel, again limiting their ability to engage.</span></div>
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<br /></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Next, we tested these hypotheses via research with non-digital customers (who have never enrolled or are no longer active) involving online self-ethnography over 10 days to explore behaviours and mindsets in depth and face-to-face immersions with selected customers to deepen understanding and bring to life their mindsets.</span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">We discovered that, contrary to our client’s expectations, <b>ability</b> was not the key barrier to engagement for the majority of customers. Instead, customers are generally pretty tech savvy, actively engaged digitally, with many online routines and habits and did see the benefits of using technology to manage their daily lives.</span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">What was significant was people’s lack of <b>motivation</b> to engage. Many non-digital customers felt that the client’s existing digital services were rooted purely in simple transactional tasks, which hindered any deeper engagement, for example, in solving problems. Instead, customers often reverted to using the client’s call centre. Others had established non-digital routines to engage with the client’s services, so saw no need to digitally engage any further or needed additional services so rarely that they forgot they were there or did not see the benefit in enrolling for something they used so rarely.</span></div>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Ability</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> was a factor for one subset of customers. We discovered that less tech proficient customers can often fall at the first hurdle and give up after experiencing problems during the enrolment process. For some, security fears were a motivational barrier too, preventing greater engagement with digital services.</span></div>
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<span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">To drive digital adoption and engagement, we made eight different recommendations based on developing potential new triggers, including:</span></div>
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<li class="MsoNormal" style="mso-list: l5 level1 lfo9; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Developing ‘spark’-type triggers to build motivation:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> We suggested evolving the user experience beyond simple tasks, identifying critical opportunities to communicate with the customer to build motivation and help customers realise the benefits of engaging digitally.</span></li>
<li class="MsoNormal" style="mso-list: l5 level1 lfo9; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Developing ‘facilitator’-type triggers to make enrolment easier:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> We also suggested streamlining and simplify the enrolment process to reduce dropouts by those who are less confident or accustomed to using digital services.</span></li>
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<b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;">Impact:</span></b><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-hansi-theme-font: major-latin;"> The client has used the insights and recommendations to develop a new data mining and communications strategy to better identify and segment targets for digital adoption. In addition, they shared the findings from the study with teams working on other digital initiatives (enrolment, paperless, online banking, marketing, and more). Among other things, the study provided these teams with a strong foundational base of knowledge that is helping to inform the work they do.</span></div>
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<b>Further Reading</b></div>
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<a href="https://www.warc.com/content/article/How_to_use_the_COM-B_model_for_behavioural_change/126866"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">How to use the COM-B model for behavioural change</span></a></div>
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<a href="https://www.warc.com/content/article/bestprac/how_to_apply_behavioural_science_to_build_more_effective_everyday_communications/123270"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">How to apply behavioural science to build more effective everyday communications</span></a></div>
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<a href="https://www.warc.com/content/article/bestprac/how_to_use_behavioural_science_to_build_new_habits/111429"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">How to use behavioural science to build new habits</span></a></div>
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<a href="https://www.warc.com/content/article/bestprac/seven_key_behavioural_sciencebased_concepts_for_optimising_everyday_communications/123274"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Seven key behavioural science-based concepts for optimising everyday communications</span></a></div>
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<a href="https://www.warc.com/content/article/bestprac/what_we_know_about_behavioural_economics/107582"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">What we know about behavioural economics</span></a></div>
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Fogg, B.J. ‘A Behaviour Model for Persuasive Design’, Stanford Behaviour Design Lab, Stanford University, <a href="http://www.bjfogg.com/"><span style="font-family: "Calibri Light",sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">www.bjfogg.com</span></a></div>
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mso-level-tab-stop:216.0pt; mso-level-number-position:left; text-indent:-18.0pt; mso-ansi-font-size:10.0pt; font-family:Wingdings;} @list l8:level7 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:252.0pt; mso-level-number-position:left; text-indent:-18.0pt; mso-ansi-font-size:10.0pt; font-family:Wingdings;} @list l8:level8 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:288.0pt; mso-level-number-position:left; text-indent:-18.0pt; mso-ansi-font-size:10.0pt; font-family:Wingdings;} @list l8:level9 {mso-level-number-format:bullet; mso-level-text:; mso-level-tab-stop:324.0pt; mso-level-number-position:left; text-indent:-18.0pt; mso-ansi-font-size:10.0pt; font-family:Wingdings;} ol {margin-bottom:0cm;} ul {margin-bottom:0cm;} --> </style>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-59914024910078793562019-06-01T09:47:00.001-04:002019-06-01T09:47:15.297-04:00THE FOUR LAWS OF BEHAVIOURAL CHANGE
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<span style="font-family: "Trebuchet MS", sans-serif;">There is a four-step ‘habit loop’ that underlies all of human behaviour: cue, craving, response, and reward. When repeated, this neurological feedback loop leads to the formation of new habits.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoI0yTatCMAmPb4I3rebyv5Z57gUNNcqEiNSedJ1MbrMw_L4K4KQym4Hy3UDG7PhqNvBUp0ya9zw1lE2kFZGdbcYuDCOVjscJEBkGYA-plNyHoCQfxPcnxynbqcJ9MG4mdyeWc33COtkY/s1600/Screenshot+2019-06-01+at+2.46.10+PM.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="834" data-original-width="870" height="306" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoI0yTatCMAmPb4I3rebyv5Z57gUNNcqEiNSedJ1MbrMw_L4K4KQym4Hy3UDG7PhqNvBUp0ya9zw1lE2kFZGdbcYuDCOVjscJEBkGYA-plNyHoCQfxPcnxynbqcJ9MG4mdyeWc33COtkY/s320/Screenshot+2019-06-01+at+2.46.10+PM.png" width="320" /></a></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b>THE FOUR LAWS OF BEHAVIOURAL CHANGE</b></span>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">1.<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Cue: Make it obvious. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">2.<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Craving: Make it attractive. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">3.<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Response: Make it easy. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="mso-list: Ignore;">4.<span style="font-feature-settings: normal; font-kerning: auto; font-language-override: normal; font-optical-sizing: auto; font-size-adjust: none; font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-variation-settings: normal; font-weight: normal; line-height: normal;"> </span></span>Reward: Make it satisfying. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Note: These four laws can be applied to make any behaviour easier (and the inversion of each law can be applied to make any behaviour harder). In business, these same principles can be used to create more effective products and services and also help employees establish more effective habits. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b>THE 1ST LAW </b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The 1st Law of Behavioural Change is to make it obvious. This law is connected to the cue, which is the first step of the habit loop. A cue is anything that gets your attention (or your customer’s attention) and signifies what to do next. As you might expect, cues that are more obvious will be more likely to get a person’s attention and, as a result, are more likely to be acted upon. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">This is one reason why advertising often feels intrusive. Many ads are loud, bright, glaring, and eye-catching—even if they are gaudy—because they are trying to be as obvious as possible. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The dozens of notifications that light up your phone, computer screen, social media networks, and software programs are an example of “making it obvious” for the user to know what to do next. In fact, many companies have found that the more notifications they send (text messages, email blasts, alerts, etc.), the more users will engage with their product. Many companies have realized that each reminder makes the product or service obvious again and the user remembers to come back to it. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">As a user, this can be incredibly annoying: companies often appear to be in a race to the bottom to grab your attention and the app who interrupts you the most wins. The converse is also true. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">In support of the 1st law, we would expect behaviours that are less obvious or prevalent to be less likely to occur. The ad placed below the fold is obviously clicked on less than the banner running at the top of the page. The products stored on the bottom shelf are less likely to be purchased. And so on. When an item or an action is invisible, it is often forgotten. This is one reason software companies hide buttons like “Cancel Account” and “Log Out” in hard-to-find places, nestled deep within the settings and menus. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Additionally, whenever possible you want to make anything that could distract the user from the desired behaviour invisible. It’s no surprise that many of the most habit-forming behaviours—like playing a slot machine at a casino—are solitary. There are no windows, very few distractions, and nothing but slot machines surrounding each player. It’s very easy to get into “the zone” and continue playing because distractions are invisible and the desired behaviour is obvious. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Businesses can utilize the 1st Law of Behavioural Change in many ways. Put your most profitable product in the front of the store or in the most visible locations. Include instructions with each product that prompt users to display your product in a prominent place in their home or on the home screen of their device. The most obvious cue is often the one that captures your attention. And the cue that gets your attention is the one that can initiate a habit.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b>THE 2ND LAW </b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The 2nd Law of Behavioural Change is to make it attractive. This law is connected to the craving, which is the second step of the habit loop. As we discussed in the 1st Law, you want your product to be obvious (e.g. at the top of the email inbox or on a huge billboard or sitting at the front of the store), but once it’s in an obvious location, you need the image it creates in the customer’s mind to be attractive. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Remember that every behaviour is preceded by a prediction. When it comes to business, this means every purchase is preceded by a prediction. This is a key point. The customer does not buy your product; <i>they buy the prediction it creates in their mind.</i> They look at all of the soda bottles in the vending machine and predict Coke will taste the best, so they buy it. Or, they choose the service with the best reviews because they predict it will be the most satisfying experience.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><br />For many products, “making it attractive” comes down to explaining the benefits in a clear and compelling way. Choosing the correct words makes the message attractive and the product “beautiful” in the customer’s mind.</span>
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<span style="font-family: "Trebuchet MS", sans-serif;">Personalizing the message can also be an effective way to implement the 2nd Law of Behavioural Change because products are often more attractive when they seem relevant to the customer’s life. If you’re a freelance writer, for example, it is more powerful to read a sales page with the title, “Exactly How to Double Your Income as a Freelance Writer” than to read, “How to Double Your Income.” It’s the same pitch, but the first one feels like it’s made for you. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Note: This strategy is even more powerful if you can use the person’s first name. Imagine if the freelance writer mentioned above was named Olivia and she received an email with the subject, “Olivia, here’s exactly how to double your income as a freelance writer.” </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Similarly, many online retailers create offers that are highly personalized. Rather than offering a product for “managers,” they display different text on the sales page depending on who is looking at the screen. Depending on their title, one person sees a product for “chief financial offers” and another sees the same product pitched for “marketing managers.” </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">This strategy can be used in nearly any area of life. Everyone is “selling” something, even if it doesn’t feel like sales. Doctors sell healthy lifestyle changes to their patients. Coaches sell teamwork to their players. Parents sell life skills to their kids. Making your message personal—something as simple as saying the other person’s name—helps connect with people in a meaningful way and is one way to make change more attractive. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Amazon utilizes personalization every day. The company often used collaborative filtering to showcase items a customer has viewed recently (or products that are similar to what they have purchased in the past.) It becomes very attractive to spend money on Amazon because customers are always seeing what is relevant to them. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Of course, individual personalization is not always possible, but businesses can often “personalize” at scale if they pair the product with a strong identity. For example, Toyota has been able to connect driving a Prius with being environmentally friendly. If you are the type of person who believes strongly in helping the environment, then buying a Prius is a way to signal your identity to others. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The product instantly becomes more attractive to a certain type of consumer because it feels like an extension of their identity. This type of connection can be incredibly powerful, which means it might be useful to highlight the identity your product represents. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Another strategy that can increase the attractiveness of a product is highlighting social norms. Humans are heavily influenced by the crowd. If you can show a customer that other people like them use your product or service— people in their zip code, from their hometown, on their team, etc.—they will be more likely to find it attractive themselves. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">There is an important caveat here that deals with framing: If people think the behaviour your product or service requires is rare, you should frame those who have it in a positive light (achieving status): “60% of millionaires read one book every day. With our new product, you can too.” </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">If people think the behaviour your product or service requires is common, then frame those who <i>don’t </i>do it in a negative light (deviating from the norm): “75% of people in your neighbourhood are paying less than you on their energy bill. Click here and learn how to not miss out on these savings.” </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Finally, you can make any product inherently more attractive by employing the 3rd and 4th Laws of Behavioural Change. Behaviours that are “cheap”—easy to do, low social costs, immediate payoffs—are attractive. Behaviours that are “expensive”—hard to do, high social costs, delayed payoffs—are unattractive. Let’s talk more about how to get those two laws working in your favour. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b>THE 3RD LAW </b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The 3rd Law of Behavioural Change is to <i>make it easy</i>. This law is associated with the response, which is the actual behaviour or habit that you perform. Behaviours are more likely to be performed when they are easy—that is, when they can be accomplished with ease. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">From a business standpoint, perhaps the most effective way to employ the 3rd Law of Behavioural Change is to map out the chain of behaviours that a customer must perform to purchase your product or use your service, and then search for any possible area where you can reduce the friction associated with the task. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Imagine the first ride-sharing services like Uber or Lyft. When they were launching, they could have mapped out the chain of behaviours a customer had to perform to get a ride across town: walk outside, wait for a taxi to pass on the street, get in, ride across town, arrive at destination, pull out a credit card or cash, pay for the ride, put the credit card (or any change) back in their purse or wallet, get out of the car, etc. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Then, the company could look at each stage and ask themselves how they could reduce the friction associated with the task (or eliminate that step entirely): </span></div>
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<li><span style="font-family: "Trebuchet MS", sans-serif;"><i>How can we make it easier to walk outside? </i>What if users could download an app that would summon a car from their phone and didn’t have to walk outside at all?<i> </i></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><i>How can we make it easier to wait for the ride? </i>What if we told users how long it would be until a ride arrived? Then they could just walk outside at the right moment<i>.</i></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><i>How can we make it easier to get in the car? </i>No change.<i> </i></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><i> How can we make it easier to ride across town? </i>Rather than leave it up to the driver’s memory, we could display the route on the user's phone and the driver’s phone. Now the user can make suggestions if they want to go a different way and the driver can rely on the GPS for up-to-date information and routing<i>.</i></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><i> How can we make it easier to pay for the ride? </i>We already have an app on the user’s phone. What if we asked users to upload their credit card information? Then, they could pay automatically and just exit the car once they arrive. <span style="mso-spacerun: yes;"></span>And so on. </span></li>
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<span style="font-family: "Trebuchet MS", sans-serif;">Business is a never-ending quest to deliver the same result in an easier fashion. The idea is to make every phase of the process as convenient as possible. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Consider the timeline of Amazon’s shipping policies:</span></div>
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<li> <span style="font-family: "Trebuchet MS", sans-serif;"><b>1994</b>: Amazon founded.<b> </b></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><b>2002</b>: Amazon launches Free Super Saver Shipping with free shipping on orders over $99. </span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><b>2005</b>: Amazon launches Amazon Prime with free two-day shipping on all products<b>.</b></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><b>2014</b>: Amazon launches “Read While Your Book Ships” so people who bought the print version of a book can read the Kindle version instantly while they wait for the purchase to arrive in the mail.<b> </b></span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;"><b>2018</b>: Amazon launches free grocery delivery within two hours. </span></li>
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<span style="font-family: "Trebuchet MS", sans-serif;">Amazon is continually looking to give customers what they want in an easier, faster, and more convenient fashion: Get it shipped. Get it shipped free. Get it shipped free in two days. Get it shipped free in two hours. Get it <i>right now </i>while you wait for us to ship it to you free in two days. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Great businesses remove every point of friction they can think of to make the desired behaviour as easy as possible. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b>THE 4TH LAW </b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The 4th Law of Behavioural Change is to <i>make it satisfying</i>. The final stage of the habit loop is the reward. If there is a reward associated with a behaviour—that is, it feels good and has a satisfying ending—then we have a reason to repeat it in the future. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The first three laws of behavioural change—<i>make it obvious</i>, <i>make it attractive</i>, and <i>make it easy</i>—increase the odds that a behaviour will be performed this time. The fourth law of behavioural change—<i>make it satisfying</i>—increases the odds that a behaviour will be repeated next time. It completes the habit loop.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">In business, making your product or service satisfying increases the odds that a customer will return next time. It is the fourth stage that closes the loop and encourages your customers to use your product or service habitually. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The speed of the reward is also a crucial factor in the 4th Law of Behavioural Change. Customers need to feel immediately successful—even if it’s just in some small way—each time they use a product or service. At a minimum, the product should solve the problem (i.e. resolve the craving they experienced in Law 2) and, if possible, it should do so with some surprise and/or delight as well. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Creating a satisfying experience requires a balance between the 2nd Law (make it attractive) and the 4th Law (make it satisfying) because your level of satisfaction is directly linked to your level of expectation and desire. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The danger of making too big a promise is that you’ll get people to buy once, but they won’t have a reason to buy again. Think: massive discounts that aren’t followed with great experiences or the sales team making a promise that the product team can’t deliver on. Huge expectations might trigger a single sale, but you’ll never create a buying habit. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">One way to employ the 4th Law is to drop in little bits of satisfaction throughout the experience. For example, car manufacturers have begun to add fake engine noise to their cars and trucks to create a satisfying growl when the owner punches the accelerator. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Behaviours that make you feel good—that is, behaviours that are followed by an immediate sense of satisfaction or praise or encouragement or pleasure—are exactly the kind of behaviours you want to repeat in the future. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbt-Pltm9ROXlbzS9PFss7a8ldPHknhcAvHHHhgCc_cTZVBasR_wXcGpGqV369h8DasXa_oPQ6lDCZKXD15-oMevQJ41BHpv6bVGDitVbubKPbx9TdIkwHYfpZcFf2m2dSbEUzBIwo1-Q/s1600/CHANGE.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="341" data-original-width="511" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbt-Pltm9ROXlbzS9PFss7a8ldPHknhcAvHHHhgCc_cTZVBasR_wXcGpGqV369h8DasXa_oPQ6lDCZKXD15-oMevQJ41BHpv6bVGDitVbubKPbx9TdIkwHYfpZcFf2m2dSbEUzBIwo1-Q/s200/CHANGE.jpg" width="200" /></a></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b>SUMMARY </b></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">An example of an addictive product is the slot machine, and indeed you’ll find that they employ all four laws of behavioural change. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b><i>Make It Obvious</i></b><b>: </b>Slot machines are extremely profitable and casinos know it. That’s why the first thing they do is make them obvious: slot machines outnumber table games 100-to-1 in nearly every casino. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b><i>Make It Attractive</i></b><b>:</b> Many electronic slot machines strategically employ the near-miss effect to create a false sense of reward. A near-miss occurs when the winning symbol appears just above or below the pay line. Imagine tapping the spin button, watching the wheels rotate, and seeing two cherries line up—but the third cherry narrowly misses. You <i>almost </i>won the jackpot. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">That “almost” feeling tricks your brain into predicting the reward is now closer than before. With a little more work, you might be able to get it. After a near-miss, the reward system in your brain will light up with anticipation. Many machines are intentionally programmed to deliver near-misses more frequently than would arise by pure chance. By teasing a jackpot, the designers make the game more engaging, but they are also deceiving users by making them feel like a win is closer even though the odds of winning are no better than before. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b><i>Make It Easy</i></b><b>: </b>The entire experience of playing slots is designed to be easy. The chairs are comfortable enough to sit in for hours. Most machines don’t even require you to pull a lever anymore. Playing another round is as simple as pressing the SPIN button. When you run out of money, casinos make it as easy as possible to get more. Many slot machines allow you to pay directly from your seat. ATMs are always easy to access, and cash advance and debit withdrawal options are available when your account is empty. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><b><i>Make It Satisfying</i></b><b>: </b>The only unsatisfying part of the experience is losing money, and slot machines are designed to hide this as best as possible. They make it difficult to tell how much money you are spending. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The traditional slot machine is just a lever and one wheel, but electronic slot machines allow users to play multiple wheels at the same time. Imagine a screen with one hundred tiny slot machine wheels spinning at once. Each time you press the spin button, you bet one hundred pennies—one per wheel. Say you win on thirty wheels during this particular turn. The machine will highlight your thirty wins. Flashing lights go off in celebration and the machine plays the sound of coins clinking into the dish. It feels as if you won thirty cents, but you really <i>lost </i>seventy cents. The machine frames a loss as a win. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The results? Casino patrons bet more than $37 billion annually—more than Americans spend attending sporting events ($17.8 billion), going to the movies ($10.7 billion), and buying music ($6.8 billion) combined.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">This is the remarkable effect you get when you employ all four laws of behavioural change at once. When all the levers are pointed in the same direction, the likelihood of a given behaviour is amplifies exponentially. </span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">No matter what market you’re in, authenticity as a brand attribute is nothing new. But until the past years, it has been only one of a set of approaches for a strategy. The other option - ignoring the truth altogether, or at the very least interpreting it "creatively" – has for a long time been the preferred choice. And with that, the role of advertising agencies has often been to find a way to spin the truth (or to, at least, distract from it.)</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">Once upon a time, this was fine, so long as the primary voice to the consumer was above-the-line (advertising-led) and therefore controllable. This is no longer the case. In our current age, a brand's image is not solely dependent on a carefully crafted advertising message, but on the conversations and experiences of millions of consumers. Moreover, those experiences and conversations are always-on and public.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">Brands MUST therefore adapt. Today, messaging and positioning MUST match the consumer experience or risk extinction. Truth and transparency are the new currency, and consumers want brands to have a point of view on the world. Political but not partisan.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">Leading brands and agencies are putting this into practice through a strategy that features meaningful storytelling and high-quality content, portraying a genuine, empathetic understanding of the consumer. Not only does this place more emphasis on the need to be real, but equally, on the need for proof. Bottom line? Consumers are empowered today, and their expectations are high. There is nowhere for brands to hide.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">David Ogilvy knew this over fifty years ago when he said that <i>"The consumer is not a moron, she is your wife"</i>. More appropriate to our modern day and age, she is also an expert with a smartphone who can find out as much as she wants about a brand in a matter of minutes. If that doesn't match what the advertising says, then the brand hasn't just lost a sale but also (potentially) a lifetime customer. Consider the implications of this.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">COMMUNICATING TRUTH</span><span lang="EN-US"> </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Your ultimate goal is to make truth both memorable and sharable, and there are three broad ways to prioritize intentions.</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">1. FOCUS YOUR CAMPAIGN ON A SINGLE BRAND TRUTH</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">The days of nuance are over. There must be a declarative truth about your brand that you know or believe matters most to your customers. If you don't have one, your problem is far more significant than anything marketing can fix. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">There may be dozens of things the world should know and appreciate about your brand, but you really only have a few seconds to tell people something that might matter to them. Prioritize what you want to say (and then delete everything after the first point.)</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">2. MAKE IT TANGIBLY REAL NOT A REFERENCE OR ILLUSION</span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Your consumer's starting point is going to be suspicion and disbelief for anything you choose to share with them. So, the structure of your communication, irrespective of format, should be designed to substantiate your truth. </span></span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Be creatively insane, funny or overcome with pathos, but do so with the sole purpose of transferring your single brand truth. Ruthlessly focus on your truth and don't let your execution get distracted by a great joke or otherwise excellent idea. You have a short time to prove something. Do it, don't just say it. </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">3. PRIORITIZE YOUR EXPECTATIONS BY WHAT GETS YOU CLOSEST TO SALES</span><span lang="EN-US"> </span></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Make sure that you have some motivator for purchase behaviour in whatever you produce. Make sure you’ve answered the “why?” There are a broad range of ideas you can rely upon to make it clear to your consumer that you have a purpose beyond being their friend and that you're willing to be transparent about it. After all, telling the truth means telling the truth.</span> </span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">IN PRACTICE</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">The starting point for communications should, therefore, not be what the consumer insights team has identified as a "nice approach" for the brand. It's also not what the brand owners want the world to believe on a "corporate level" about it (delivered beautifully or cleverly.)</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">The starting point MUST be about articulating what is true about the brand: what cannot be denied about it, and how it can be delivered in a clear, intuitive way. The brands that have a process for telling their truth will sell more products, make more money, keep more customers, and, most importantly, ensure customer and employee loyalty.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">ADMIT YOUR LIMITATIONS</span><br />
<span style="font-family: "trebuchet ms" , sans-serif;">It's finally time to eradicate any notion that our job is to put lipstick on a pig. Instead, consider a “blemished sell” that acknowledges the potential downsides of your brand. Why? It feels more human and builds consumer confidence.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">A few years back, German car marque OPEL used this approach to re-energise its tired image after consumers described the brand as “old fashioned, boring and dusty”. Rather than trying to cover it up, Opel chose to hit the problem head-on by owning its flaws.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">After updating its ageing vehicle portfolio, Opel looked to change people’s perceptions by daring to talk about their bad brand image and low social acceptance in a humorous way. </span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;">Through a series of executions, the car marque addressed the negative preconceptions people had by first running an unbranded out-of-home teaser campaign that encouraged people to be more open-minded, with messages such as ‘18% of German people hate olives, but 60% have never tasted one’, followed by the strapline ‘Repark your mind’.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">After revealing that Opel was behind the campaign, the brand then enlisted German celebrities to share their views of the brand for a TV ad before test driving one of the new models and giving their honest impressions, which were also shared via a digital content hub.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">Opel achieved an uplift in market share for the first time in more than a decade and is keeping up that momentum. Between January and April this year, sales increased by 3.3% while the overall European car market grew by only 2.6%. Opel’s CMO attributed the success to being consumer centric, radically honest and authentic, bringing in new products and publishing consumer feedback on digital channels - including criticism.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">WALK THE WALK</span><br />
<span style="font-family: "trebuchet ms" , sans-serif;">PATAGONIA, for example, shares the progress of all its various activities via The Cleanest Line blog. A recent post explained how a deeper dive into its supply chain revealed migrant workers in Taiwan were having to pay extortionate fees to labour brokers in order to get a job, which led to the creation of a new procurement standard at the company.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">Yet Patagonia believes an honest approach to sustainability efforts, which includes revealing difficulties and missteps, pays off in the long term.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">Adam Fetcher, Director of Global Communication, explaines, <i>“Showing there’s good and bad in everything we do as a global company – even as a company that tries hard to be responsible – shouldn’t be defined as ‘exposing’ anything. We should all know from our experience as humans that nothing is perfect and we can only strive harder to soften the footprint we have on our planet and on the people involved in the production of our products. Transparent communication is easy once you start with that assumption.”</i></span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">Patagonia is taking impressive action to reduce their environmental impact. All of their cotton is certified organic by the Global Organic Textile Standard (GOTS), and they’re Bluesign® certified for 56% of their fabrics. A high proportion of their materials are made from recycled fabrics, including their polyester, nylon, and wool. Patagonia belongs to both the Sustainable Apparel Coalition and 1% For The Planet. They reject fast fashion by creating high-quality, long-lasting products and offer a repair and reuse program. They even go so far as to discourage customers from purchasing too many of their products.</span><br />
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<span style="font-family: "trebuchet ms" , sans-serif;">Ultimately, brands have two paths - radical honesty or an eventual (terminal) loss of trust. Why not start today?</span></div>
Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comtag:blogger.com,1999:blog-7016092841128248808.post-35189569008321633372019-05-16T04:15:00.000-04:002019-05-16T04:15:11.729-04:00THE GENIUS OF KLM’S CHATBOT EXPERIENCE
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">One of the first big brands in the world to wholeheartedly
embrace chatbots was KLM, the national Dutch airline, which is often hailed for
being an early adopter to new technology.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">The company has one of the <a href="https://social.klm.com/flightinfo/messenger/" target="_blank">best
chatbots available</a>, and it has a good reason for caring so much about it:
the company employs more than 230 dedicated agents to reply on social media. With
<a href="https://econsultancy.com/blog/68388-how-klm-uses-bots-and-ai-in-human-social-customer-service" target="_blank">more than 100,000 mentions publicly every week</a>, the sheer
impact of being able to quickly solve simple questions with the use of
artificial intelligence and chatbots is clear.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">KLM has invested heavily in both chatbots and A.I. tools to
solve messages as quickly and precisely as possible, but has spent a lot on
developing marketing tools as well — to the point that you can book almost your
entire flight via Facebook Messenger!</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">Not only is the KLM chatbot a fantastic thing to use, it
actually seems easier than booking via the website, which can often be clumsy
and confusing as you're trying to figure out which button will do what you want
it to. Here's what makes KLM's bot so good, and how other brands could learn.</span></span></div>
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<b><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">DON'T JUST ASSUME A SINGLE INTENT</span></span></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdcbkjLy0YJ-dfb0CTzQWXQRNT7l4lMSEvktinoeIyUwk8JzWJRkg8BjyD583olh0O894xrfaaqIjGHQNCLksHpqgsSMzxB_zrVM_Kzq27sN2B-JfzMm5ZDu3V_EjBcYM4QxyirScTkJ4/s1600/1.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="363" data-original-width="856" height="135" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdcbkjLy0YJ-dfb0CTzQWXQRNT7l4lMSEvktinoeIyUwk8JzWJRkg8BjyD583olh0O894xrfaaqIjGHQNCLksHpqgsSMzxB_zrVM_Kzq27sN2B-JfzMm5ZDu3V_EjBcYM4QxyirScTkJ4/s320/1.jpeg" width="320" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">This often leads to high failure rates as people just argue
with the bot, which doesn't understand their request, or they close the
conversation immediately. KLM's bot understands this risk, so immediately
offers the user a choice of where to go; is the query about support, booking a
flight or something else?</span></span><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;"></span></span><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;"> </span></span><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">Even if the other options end up with a human, this is a
fantastic way to figure out where to route the user internally without any
humans involved.</span></span><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;"></span></span><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">
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<b><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">HANDLE AMBIGUOUS RESPONSES</span></span></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghs_zzrkEOE6NcePO9EaRrQ-NfYnElJtoAvI-2CEhtK-MwWapNRiMzH1HPD4dsu_VOHttepUmF_PvIEUcef8rJs-KUAH-04aTZx0avkq-b4DbWV9PS25TQDCsCV8vxRdtTLWFiaIzuwZI/s1600/2.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="269" data-original-width="845" height="101" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghs_zzrkEOE6NcePO9EaRrQ-NfYnElJtoAvI-2CEhtK-MwWapNRiMzH1HPD4dsu_VOHttepUmF_PvIEUcef8rJs-KUAH-04aTZx0avkq-b4DbWV9PS25TQDCsCV8vxRdtTLWFiaIzuwZI/s320/2.jpeg" width="320" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">If you choose Book Your Flight, which is what this bot is
made for, KLM lets you type where you'd like to go. This is basically every bot
developer's worst nightmare, because users could say anything right now, and
the bot is left to interpret it based on a very limited understanding of what
could happen next.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">Even if you get the user to write something you’re expecting
into the text box, most people tend to type something vaguer than you’d hope at
this point — leaving it with you to figure out the specifics of their answer. A
good bot development project — particularly from the UX writing side — will
consider all of the different weirdness that could eventuate here, and KLM did
this right.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">Not only did KLM ask for more specifics politely, they
nailed combining the two separate data points to figure out what I meant,
rather than forcing me to enter the full destination myself all over again.</span></span></div>
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<b><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">YOUR WORDS ARE EVERYTHING</span></span></b></div>
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">
</span></span><div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEii8qiFcscDCcYk0LjN6IQA8kU0x-8BAEG4NR7_Kf42ASSADjEUy7Je1fZOAG9afuTpEOSAbxOguG2BMl7BP5597IQlmBJWXMIEE0qphWrpAOw1LKn1ZA7JZ6RknRpGZVPy7Kw1i9uAZyk/s1600/3.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="294" data-original-width="815" height="115" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEii8qiFcscDCcYk0LjN6IQA8kU0x-8BAEG4NR7_Kf42ASSADjEUy7Je1fZOAG9afuTpEOSAbxOguG2BMl7BP5597IQlmBJWXMIEE0qphWrpAOw1LKn1ZA7JZ6RknRpGZVPy7Kw1i9uAZyk/s320/3.jpeg" width="320" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">When you’re building a chatbot, your words are everything.
They’re the beginning and end of your user’s experience with you, so you can’t
afford any misinterpretations, dead ends or confusing phrasing.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">Having written copy for a number of chatbots, and your use
of language should be the principle consideration before writing a single line
of code. I noted a number of places that KLM uses great copy to guide the user,
so let’s walk through them.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikRqjlIzP5L4ysUXrqQud0jIv2enFZQoWgOwbICIVt49aUDnr30pnGLHiMCwwsYGfS2RKpwqEvgi6drVS4J-wNY3Zy1WsPaK1I2gqca2wRpiOAn6ofz-BBJPh_1Tsg_5ochi9RZzoneds/s1600/4.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="179" data-original-width="487" height="117" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikRqjlIzP5L4ysUXrqQud0jIv2enFZQoWgOwbICIVt49aUDnr30pnGLHiMCwwsYGfS2RKpwqEvgi6drVS4J-wNY3Zy1WsPaK1I2gqca2wRpiOAn6ofz-BBJPh_1Tsg_5ochi9RZzoneds/s320/4.jpeg" width="320" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">1. KLM sets expectations immediately by making it clear it’s
a bot through the use of an emoji and in a friendly tone explaining its own
limitations. By doing this, the user already feels comfortable, but understands
something might go wrong, so is far more willing to be patient because they
know it’s not perfect yet.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">2. KLM uses a smart, subtle trick to win points from users:
repeating what the bot understands to be the correct query back to them before
continuing. Once you’ve figured out dates and destination, for example, KLM
spells the search out, offering an opportunity to correct any mistakes. This
may seem tedious, but there’s a great trick behind this.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">Think of the times you’ve used Siri and how frustrating it
is when she gets it wrong; if a computer is trying to be human and makes a
mistake, the illusion is ruined immediately. By leveraging subtle language
cues, KLM able to avoid the computer giving the wrong answer before it happens,
and maintain the illusion that we’re getting everything right, even if it isn’t
perfect.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">3. KLM does a great job of helping you along the way with the
wording it uses. When you’re given the chance to respond in free form, the
chatbot guides you on how it expects you to respond. Dates are particularly
hard, because there’s so many formats humans can respond in.</span></span></div>
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</span></span><div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">These types of cues avoid frustration on the user’s part and
make it easier on the developer’s side: predictable input is the best input,
and trying to figure out if 11/04/2018 is the 11th of April 2018, or 4th of
November 2018 is impossible if you’ve got customers around the world.</span></span></div>
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<b><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">IT’S USEFUL BEYOND THE FIRST INTERACTION</span></span></b></div>
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">
</span></span><div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiADWlyOJHX6k6HQt668PcPJj7CVjhiGB8imPmZaQr6ZMhjfu6DWawtCZ-YUU8AT1XNpIjnrWgJoBxk6gFUOrsL2rDRZviui0dQr9Qh0mgsfNtMDaiHSB7dTutiV8wDg5tfsAZTxZzhVlU/s1600/6.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="645" data-original-width="333" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiADWlyOJHX6k6HQt668PcPJj7CVjhiGB8imPmZaQr6ZMhjfu6DWawtCZ-YUU8AT1XNpIjnrWgJoBxk6gFUOrsL2rDRZviui0dQr9Qh0mgsfNtMDaiHSB7dTutiV8wDg5tfsAZTxZzhVlU/s320/6.png" width="164" /></a></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">A common area these bots fall over in is a lack of awareness
of the user beyond that first interaction. Often chatbots don’t understand who
you actually are because they are unable to access data from existing backends.</span></span></div>
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</span></span><div class="MsoNormal">
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">
</span></span><div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">KLM thought of this, and their bot is able to be useful
beyond day one: you can choose to receive travel updates in one place and get
your boarding pass without leaving it. While it’s still fairly limited, this a
great example of extending a conversational interface beyond just that first
chat, and keeping users engaged long-term.</span></span></div>
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<b><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">IT’S HARDER THAN YOU THINK</span></span></b></div>
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">
</span></span><div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">When Facebook launched its chatbot platform, there was a
deluge of different bots to try, but many of them were a frustrating
experience. As it turned out, many brands jumped on the hype train without
really considering the nuances involved in building a great experience.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">
</span></span><div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">KLM is a rare example of a chatbot done well. While it’s not
perfect, it’s a fantastic way to search for flights that doesn’t feel more
cumbersome to use than its app or website — which is the entire point in the
first place.</span></span></div>
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</span></span><div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">If you’re considering building a chatbot, sweat the details
and more than anything else, focus on the words you use. Your phrasing is the
beginning and end of a great chatbot story, and it’s key to whether or not it
succeeds.</span></span></div>
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">
</span></span><div class="MsoNormal">
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">
</span></span><div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">But, don’t take our word for it. <a href="https://social.klm.com/flightinfo/messenger/" target="_blank">You can try
KLM’s chatbot here</a>.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">------------------------</span></span><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;"><span style="font-size: small;"><span style="font-family: "Trebuchet MS", sans-serif;">------------------------ </span></span></span></span></div>
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</style>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.com22 Lawley Rd, Woodstock, Cape Town, 7915, South Africa-33.93247 18.453970000000027-60.3416495 -22.854623999999973 -7.5232905000000017 59.762564000000026tag:blogger.com,1999:blog-7016092841128248808.post-30703831488725075292019-04-06T14:14:00.002-04:002019-04-29T11:52:22.217-04:00The Changing Face of Wealth Management Brands<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZTXFrkGMBLd-ywq_dJxeh0tfy81MltSM684wDjY7Ypkuj4ihue24FBU1dBL2MCVjVTHFgT_POuBB4igRghgN4MVp9reYT50WfOobfkF8yvQ3J02VHwuX_7cPuMKw3ohmTckQh1CduqBk/s1600/1.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="400" data-original-width="600" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZTXFrkGMBLd-ywq_dJxeh0tfy81MltSM684wDjY7Ypkuj4ihue24FBU1dBL2MCVjVTHFgT_POuBB4igRghgN4MVp9reYT50WfOobfkF8yvQ3J02VHwuX_7cPuMKw3ohmTckQh1CduqBk/s320/1.jpg" width="320" /></a></div>
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<span style="font-family: "calibri";">As we are sure you’re aware, consumers have become increasingly connected and data-driven. They use the Internet to research and buy products and services, and their use of social media is disrupting patterns of loyalty, creating new forms of commercial communities and recreating the purchasing process.</span></div>
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<span style="font-family: "calibri";">Companies can no longer focus on the “where” and the “who” of selling. They are unable to continue only targeting “emerging markets” or certain demographic groups. </span><span style="font-family: "calibri";">Instead, they must pay new attention to the “how” and the “why” of consumption. The always-on, networked consumer is the new “how”, and the independent, cooperative and socially conscientious consumer is the “why”.</span>
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<span style="font-family: "calibri";">It is, therefore, imperative that companies invest in capabilities that help them better understand and act on these changes. That includes embracing advanced analytic tools that interpret rapidly changing data and assist in identifying opportunities.</span></div>
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<div class="MsoNormal">
<span style="font-family: "calibri";">Businesses should also consider adopting more agile business models and partnerships to improve their strategic and operational responsiveness. These steps can help them, for example, to deliver more tailored services and to shift from traditional products to the more experiential offerings that consumers expect today.</span></div>
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<span style="font-family: "calibri";">We are in a moment of unprecedented experimentation. Consumers are far more open to test-driving new brands, products, and experiences today (and the phenomenon is global.) This context is redefining how consumers trust brands. With near-infinite access to resources, consumers no longer rely on centralised institutions for direction.</span></div>
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<span style="font-family: "calibri";">Moreover, consumers are willing to try almost anything when their networks are also experimenting and when a brand’s reputation stays intact. This means that a brand’s illustrious history is less critical to cultivating consumer trust than its ability to feel personal. But a willingness to experiment can all too quickly morph into a state of mindless distraction where messages don’t register with consumers and the barrier for creating powerful emotional memories rises.</span></div>
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<span style="font-family: "calibri";">Companies that bank on consumers’ “almost infinite appetite for distractions” (credit to Aldous Huxley) are only successful when they also offer the remedy of product curation that eases consumer decision stress. This is the modern tug of war between consumers’ pursuit of novelty and craving for familiarity.</span></div>
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<b><span style="font-family: "calibri";">FINANCIAL SERVICES + WEALTH MANAGEMENT</span></b></div>
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<span style="font-family: "calibri";">The wealth management industry is in the midst of significant change. As the industry is re-shaped, one positive outcome will be that more people will have access to a greater quantity and quality of investment strategies and advice that was traditionally reserved for high net worth individuals. Two drivers that will accelerate this democratisation of wealth management are a shift in investor preferences and advances in technology.</span></div>
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<span style="font-family: "calibri";">The younger generation of investors typically likes digital solutions, demands convenience and desires transparency and control over their finances. Those preferences are also increasingly shared by other demographic groups. The user experience they desire is shaped by their experiences with companies such as Apple, Facebook, Google, and Amazon. The result is a growing need for wealth management offerings that deliver tailored investment advice, are accessible through multiple channels, allow for social/peer input, and are intuitive to use.</span></div>
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<span style="font-family: "calibri";">Technology has already disrupted and transformed industries such as transportation, travel and many others. It has already had an impact on wealth management and will continue to transform it. Access to more data, the ability to quickly convert that information into useful models and algorithms, and applying that intelligence to decision making enables science to play a more significant role in investing. </span></div>
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<span style="font-family: "calibri";">By using technology to simplify asset allocation, facilitate exchange-traded funds (ETF) or mutual fund research and selection, and deliver other common investment activities, costs can be reduced and services made more affordable. </span></div>
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<span style="font-family: "calibri";">Another significant trend is that as smartphones and tablets become ubiquitous, clients expect to be able to monitor their portfolio, undertake research, transact and get advice – all in real time and on-the-go. </span></div>
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<span style="font-family: "calibri";">The demand for mobile app services is so acute that 80% of high net worth individuals under 40 years of age indicated they would leave their wealth management firm if it fails to provide an integrated-channel experience. It’s clear that modern technology allows for fiduciary advice to be delivered affordably, at scale, in real-time and with exceptional client experience.</span></div>
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<span style="font-family: "calibri";">Companies such as Wealthfront, WealthSimple, Nutmeg, and Betterment have successfully raised millions of dollars and used that funding to take their technology-driven solutions to market and rapidly build significant asset bases. Traditional players such as Schwab and Vanguard have responded with their own advisory tools. </span></div>
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<span style="font-family: "calibri";">Whether you believe the startups or the traditional players will lead the industry into the future, investors will still want exceptional user experiences and advanced security across all channels. Solutions such as mobile app development platforms can be strategically used to ensure design and back-end services of mobile wealth management apps meet all of the user experience, security, regulatory and compliance requirements for both investors and asset managers.<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: "calibri";">It is the convergence of demographic trends and advances in technology that provide a unique opportunity for previously underserved market segments to benefit from the democratisation of wealth management. For those who could not previously afford a personal financial advisor or weren’t as comfortable with human-based advice, there are now more options to achieve their financial and life goals. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJNywPWgjZs5RHIem-t4_gaHTlAKqFvvTEHizXRQsKTzqEEpsl2GHQOZMKT97XLUeLmEC2eU-G9MhaKxcCKXOO1S45ihzgpBPXf1WtKd7LYcLmoa8RMiFfc22aaSm-FH9zTlH2MlWEn8g/s1600/roboimage.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="224" data-original-width="224" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJNywPWgjZs5RHIem-t4_gaHTlAKqFvvTEHizXRQsKTzqEEpsl2GHQOZMKT97XLUeLmEC2eU-G9MhaKxcCKXOO1S45ihzgpBPXf1WtKd7LYcLmoa8RMiFfc22aaSm-FH9zTlH2MlWEn8g/s1600/roboimage.jpg" /></a></div>
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<span style="font-family: "calibri";">Some so-called “Robo advisors” or automated advisors are already gaining traction and attracting new clients, but future innovations in service are certain to provide additional opportunities to reach more wealth bands. There will always be a place for human-based advice to complement science-based advice, but it’s exciting that high-quality advice, regardless of the form it takes, will be available to more and more people.</span></div>
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<span style="font-family: "calibri";">It’s clear that there are forces and innovations changing how consumers invest. As a result, established wealth management providers have worked hard to extend their products and services to customers who've moved onto digital touch points. They are evolving product-focused approaches to digital-centric strategies and services designed around customer outcomes. </span></div>
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<span style="font-family: "calibri";">This new paradigm earns loyalty by delivering consistently excellent experiences across flexible and extensible platforms, enhanced by third-party apps and integrated channels.</span></div>
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<span style="font-family: "calibri";">Digital technologies empower customers like never before, transforming their relationships with wealth management providers and their use of financial products and services. The speed that customers embrace new touch points and service models is only getting faster, blindsiding traditional companies that still struggle to adapt.</span></div>
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<span style="font-family: "calibri";">According to Forrester Research, “Superior service and low or no fees are more important to customers than specific banking products themselves. To acquire and retain customers in a competitive field, wealth management companies must build trustworthiness and invest in support capabilities to ensure that they remain relevant in customers' lives.“</span></div>
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<span style="font-family: "calibri";">As wealth management products and services move into the consumer arena, they will need to create brand identities with an emotional bond between the consumer and the product. Inadvertently, these identities will, therefore, shift to the social meanings consumers have attached to the wealth management product or service.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxeens0CQIaWQXwykRPNgLp_ExGRi0i_URBERYWUB4hyaDxGYfeDU6v-l0_rrDpQx_wpxbg_xwGilJs51ATHnl8X0_EpZ_zmK_dkyWbj-yHOGxP_YCqgYPd_T2M4hC1ig4hj1_Qyg8AoE/s1600/Last-Consumer.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="478" data-original-width="850" height="111" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxeens0CQIaWQXwykRPNgLp_ExGRi0i_URBERYWUB4hyaDxGYfeDU6v-l0_rrDpQx_wpxbg_xwGilJs51ATHnl8X0_EpZ_zmK_dkyWbj-yHOGxP_YCqgYPd_T2M4hC1ig4hj1_Qyg8AoE/s200/Last-Consumer.jpg" width="200" /></a></div>
<b><span style="font-family: "calibri";">THE CONSUMERS PAIN POINTS</span></b><br />
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<span style="font-family: "calibri";">Most of us seem to understand the inherent value of saving for our future. However, wealth management seems like something for people with more (notable) disposable income. None of us ever seem to have enough to save for our future and there is always something unexpected to pay for. </span></div>
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<span style="font-family: "calibri";">What’s clear is that people have considerable anxiety about managing their finances.<span style="mso-spacerun: yes;"> </span>Moreover, the fact that wealth management products and services are largely considered to be complex, complicated, intimidating and confusing – and you begin to see the challenge. </span></div>
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<b><span style="font-family: "calibri";">POSITIONING</span></b></div>
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<span style="font-family: "calibri";">As a result of the evolving landscape and consumer, the trend is to reinforce positioning as a Wealth Management brand that understands clients’ struggles and can help them relax with its simple solutions. This while showing the positive side of investing, thus, shifting the consumer from feelings of financial anxiety to demonstrating a path to success. </span></div>
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<span style="font-family: "calibri";">By partnering with the brand, consumers are optimistic because they have found a path to financial success, stability, and peace of mind.<span style="mso-spacerun: yes;"> </span>Savvy brands, therefore, need to cut through the noise and focus on the broader human lifestyle experience while empowering people to have control over their finances. They can do this by showing they have products that solve the anxieties of consumers who value clarity, simplicity, flexibility, and accessibility. The importance of bringing a more human perspective to the world of finance cannot be overstated.</span></div>
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<b><span style="font-family: "calibri"; text-transform: uppercase;">Resources</span></b></div>
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<span style="font-family: Calibri;"><a href="https://www.newscred.com/wp-content/themes/newscred/assets/downloads/guide/NewsCred_Financial_Services_Firms.pdf"><span style="color: windowtext; text-decoration: none; text-underline: none;">How Financial Services Firms Can Get Creative with Content</span></a></span></div>
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<span style="font-family: Calibri;"><a href="https://overthinkgroup.com/wealthfront-content-strategy/"><span style="color: windowtext; text-decoration: none; text-underline: none;">Inside Wealthfront’s Content Marketing Strategy</span></a></span></div>
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<span style="font-family: Calibri;"><a href="https://www.skyword.com/contentstandard/marketing/marketing-financial-services-millennials-revealed-winning-formula-digital-audiences/"><span style="color: windowtext; text-decoration: none; text-underline: none;">How Marketing Financial Services to Millennials Revealed a Winning Formula for Digital Audiences</span></a></span></div>
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<span style="font-family: Calibri;"><a href="https://www.thetimes.co.uk/article/digital-bank-monzo-led-by-tom-blomfield-plans-hargreaves-lansdown-for-millennials-with-low-cost-funds-68j8db52h"><span style="color: windowtext; text-decoration: none; text-underline: none;">Digital bank Monzo plans ‘Hargreaves Lansdown for millennials’ with low-cost funds</span></a></span></div>
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<span style="font-family: Calibri;"><a href="https://www.forbes.com/sites/dangingiss/2019/04/26/major-banks-are-speaking-a-language-their-customers-dont-understand/"><span style="color: windowtext; text-decoration: none; text-underline: none;">Major Banks Are Speaking A Language Their Customers Don't Understand</span></a></span></div>
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Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.comToronto, ON, Canada43.653226 -79.38318429999998243.2856095 -80.028631299999986 44.020842499999993 -78.737737299999978tag:blogger.com,1999:blog-7016092841128248808.post-36269120053084836532017-12-14T15:03:00.001-05:002017-12-14T15:03:17.083-05:00Brand Strategy: Whoever Has The Best Data Wins.
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<span style="font-family: Calibri;">We've all heard by now
that companies are using artificial intelligence to streamline the way they do
business, but an influx of more intimately personal data has opened doors to
even greater brand benefits. <br />
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This year, a number of companies made use of impossibly detailed personal
information. Not just age, name or location, but details gathered from saliva
samples and body tracking sensors. <br />
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Biometric information, for example, like your genomic profile, has become more
easily accessible. This due to the increased efficiency and falling costs
of the technology involved in obtaining it. This has given brands in various
categories, from luxury fashion to fast-moving consumer goods (FMCG,) the
opportunity to use biometric information to both add value to their product and
strengthen their marketing messages.<br />
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Today’s savvy consumers only consider brands that demonstrate that they
understand and care about “me”.’ And what better way to do that than build
bespoke products and campaigns for each customer?</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEidZ8Uik-XUS2J2UHLiyoHGm8tF6rSYT-j9OvR39kOpsznrvj5hfqHTt3N2nyaAhQ9H274YtaFbxHEGmCf2mYoc0eebGLaYlRoX2cE-uVQ5JMD3pKuH_30_fNYyMeRO2FndNtocBN2iouM/s1600/nikelab.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="258" data-original-width="387" height="132" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEidZ8Uik-XUS2J2UHLiyoHGm8tF6rSYT-j9OvR39kOpsznrvj5hfqHTt3N2nyaAhQ9H274YtaFbxHEGmCf2mYoc0eebGLaYlRoX2cE-uVQ5JMD3pKuH_30_fNYyMeRO2FndNtocBN2iouM/s200/nikelab.jpg" width="200" /></a></div>
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<span style="font-family: Calibri;">BESPOKE PRODUCTS<br />In September, Nike launched its <a href="https://news.nike.com/news/nikelab-advanced-apparel-exploration-aae-1"><span style="color: windowtext; text-decoration: none; text-underline: none;">Advanced Apparel</span></a> Exploration <a href="https://www.nike.com/us/en_us/c/nikelab"><span style="color: windowtext; text-decoration: none; text-underline: none;">1.0 capsule collection</span></a>, a line of clothing based on the personal data of several athletes. The sportswear brand used sensors to track how the athletes’ bodies reacted to different environments, measuring heat, sweat and airflow in various urban settings – from the subway to the office to a club – and converted the data into body maps. <br />
<br />The entire collection was formed around these data insights – so every item was constructed to provide extra ventilation or coverage in the areas it was needed. Using biometric data, the brand aims to design clothing with extra value for the wearer.<br />
<br />Other companies have taken it a step further, personalising their products to each customer’s genetic makeup. Fitness platform Lose It! partnered with startup Helix to use genomic information to create diet plans tailored to people’s genetic profiles. And wine delivery platform Vinome followed a similar system to offer personalised wine selections. <br />
<br />As well as using personal data to aid product development, companies are also using genetic testing to ramp up their marketing. These campaigns and product developments could not have happened without significant technological advances. And as startups continue to innovate, even more meaningful data will become available. <br />
<br />New York’s <a href="https://loomia.com/" target="_blank">Loomia</a>, for example, is developing technology that will allow people to track the way they wear their clothes and sell that data to brands. To this end, Loomia has created a smart clothing ecosystem that can track when clothes are being worn, what setting they’re being worn in and what other clothes they’re being paired with. <br />
<br />Loomia’s smart fabrics collect and store environmental data specific to individual pieces of clothing, like what temperature it was outside when someone wore it. When it comes to market, people will be able to trade this data with brands for rewards – giving apparel brands a unique opportunity to track how their products are used. As startups like Loomia continue to develop new forms of data, brands will be able to strengthen their creative offering with insights that were unheard of until now. <br />
<br />Though these are early examples, they point to a future where companies infuse their offerings with intricate data gathered from both products and customers. For brands and marketers, customer data is like oxygen — nobody survives very long without it. Used intelligently, this data will help shape campaigns, inspire new products, build loyalty, and drive business strategy.<br />
<br />Welcome to the future.</span></div>
Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.com18 King St E, Toronto, ON M5H 1A1, Canada43.6496121 -79.37713480000002243.6488941 -79.378395300000022 43.6503301 -79.375874300000021tag:blogger.com,1999:blog-7016092841128248808.post-75433344464902225752017-12-14T13:57:00.002-05:002017-12-14T13:57:57.358-05:00Brand Strategy: Politics And Purpose <div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw8PUpupOKvqzsQs3uib9-qZsjcQRWbUCpxze8YZ5ZZX7sKHiUj9fZMSKJt9h74VCY5EJRGUsKNeXncmpPBoJQJl0l-EneosTWWJf9lFi8iww6VD2J_z8vFdIZkYyA2zvKrElaT78epaY/s1600/Pepsi-.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="509" data-original-width="960" height="168" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgw8PUpupOKvqzsQs3uib9-qZsjcQRWbUCpxze8YZ5ZZX7sKHiUj9fZMSKJt9h74VCY5EJRGUsKNeXncmpPBoJQJl0l-EneosTWWJf9lFi8iww6VD2J_z8vFdIZkYyA2zvKrElaT78epaY/s320/Pepsi-.jpg" width="320" /></a></div>
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<span style="font-family: Calibri;">So, what’s a brand to do in an increasingly polarising world?<span style="mso-spacerun: yes;"> </span>Stay neutral and risk becoming irrelevant or wade into the debate and risk a backlash?<span style="mso-spacerun: yes;"> </span></span>
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<span style="font-family: Calibri;">Nowhere is this division more evident than in the US, under Donald Trump’s presidency. Just a sniff of partisanship could rouse pitch-fork-wielding masses, as numerous brands have discovered.</span><span style="font-family: Calibri;"> </span><span style="font-family: Calibri;">Also, any brand hoping to lay low until better times arrive will be waiting a long time for three reasons. The first is social media, which is amplifying people’s fears and entrenching their beliefs. The second is the lack of accountability among those in power and the third is rising inequality across the world.</span>
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<span style="font-family: Calibri;">The fact that brands are more comfortable getting active politically today is an extension of a larger trend to use morality as marketing. Brands today are taking that to another level, tapping into our sense of what’s right and wrong. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5K589rwno3wJgVb1CtxC1WQGmE3Jb6WaZf4kLJPWjQ30mDEbDXqZuq79cvEV1cI8CPRTFb8kTrN19VSIa_FuSZRGC-7qI5nv-3StBKc6S1m0vUu4pie5t13-P7jxG9jIdCFhLyA-CT7M/s1600/AA.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="225" data-original-width="224" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5K589rwno3wJgVb1CtxC1WQGmE3Jb6WaZf4kLJPWjQ30mDEbDXqZuq79cvEV1cI8CPRTFb8kTrN19VSIa_FuSZRGC-7qI5nv-3StBKc6S1m0vUu4pie5t13-P7jxG9jIdCFhLyA-CT7M/s200/AA.jpg" width="199" /></a></div>
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<span style="font-family: Calibri;">By advocating for causes and incorporating them into their business models, brands allow consumers to vote with their wallets on the kind of world they want to support. These feel-good purchases of self-expression have earned a catchy name: cause-sumption. </span></div>
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<span style="font-family: Calibri;">These are admittedly heavy subjects for a soap brand or sportswear label to contend with. But those that have spent the past decade differentiating themselves through purpose and cultural relevance can’t go back to saying: ‘It’s all about the product.’ So, what can they do?</span></div>
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<span style="font-family: Calibri;">Increasingly there is a responsibility to make a social stand on the things that your consumer base cares about. The brands that got to grips with the new political lifestyle vocabulary most successfully were those that picked specific social issues – as opposed to overtly political ones – tied to their stated purpose. </span></div>
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<span style="font-family: Calibri;">None of this guarantees an easy ride, but an honest position that reinforces a brand’s purpose can be very profitable. In the first ten years of Dove’s Real Beauty campaign, from 2004-2014, sales reportedly grew from $2.5 billion to $4 billion, and the award-winning “Evolution” ad spot earned an estimated $150 million worth of media time. </span></div>
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<span style="font-family: Calibri;">Ultimately, the pros of cause-sumption marketing often outweigh the cons, making for memorable brand messages that connect well with consumers. And the revenue speaks for itself. </span></div>
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<span style="font-family: Calibri;">THE BIG PICTURE </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg64AW4joQi0I8hWzqYrsD71pST5HN1uUJBrPTOVYrCwiLQzRw9HNJ_6MNzqhU8GQUqqfHRvQ_c9VZMny2VUNpcxaiY8H58ta2IUsTjpTpX07wy1OO8yk9h7zbVesNTA-1D9a6-VmLrjcg/s1600/TOMS.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="198" data-original-width="255" height="155" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg64AW4joQi0I8hWzqYrsD71pST5HN1uUJBrPTOVYrCwiLQzRw9HNJ_6MNzqhU8GQUqqfHRvQ_c9VZMny2VUNpcxaiY8H58ta2IUsTjpTpX07wy1OO8yk9h7zbVesNTA-1D9a6-VmLrjcg/s200/TOMS.jpg" width="200" /></a></div>
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<span style="font-family: Calibri;">Without a doubt, a brand that takes a political stance risks irritating consumers who disagree. But it’s also an opportunity to stand up for values that are consistent with the brand’s messaging, earning further respect from consumers who are increasingly looking to vote with their wallets.</span></div>
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<span style="font-family: Calibri;">Just remember - if you don’t stand for something, you stand for nothing. Brands should, therefore, be politically active to the extent that doing so is consistent with their values, messaging, and worldview. The key is knowing when to speak up and when to stay silent - and there is a fine line between political activism that feels meaningful versus selfish.</span></div>
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<span style="font-family: Calibri;">Once you determine why consumers and employees feel an affinity for your brand, it will become clear whether or not that affinity is relevant to the political issue at hand.</span></div>
Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.com18 King St E, Toronto, ON M5H 1A1, Canada43.6496121 -79.37713480000002243.6488941 -79.378395300000022 43.6503301 -79.375874300000021tag:blogger.com,1999:blog-7016092841128248808.post-64920059983074257452017-12-14T12:30:00.000-05:002017-12-14T12:38:20.057-05:00Brand Strategy: Radical Transparency<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCs_JBOwITGeayI4InISFxbUE_5pRxRJzKZzRlHyHz4CmTJOimqrZYbGLdK4g_pJj9N2lJeRroZ_I6lIQ1jRE9OtvcGHqvWgzHDVq7CP70mUe2BZA_AdnsgmsiEzkI1HKc7uV25DNV2Kg/s1600/images.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="189" data-original-width="266" height="142" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCs_JBOwITGeayI4InISFxbUE_5pRxRJzKZzRlHyHz4CmTJOimqrZYbGLdK4g_pJj9N2lJeRroZ_I6lIQ1jRE9OtvcGHqvWgzHDVq7CP70mUe2BZA_AdnsgmsiEzkI1HKc7uV25DNV2Kg/s200/images.jpg" width="200" /></a></div>
<style> <!-- /* Font Definitions */ @font-face {font-family:Cambria; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:3 0 0 0 1 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:Cambria; mso-fareast-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} @page Section1 {size:612.0pt 792.0pt; margin:72.0pt 90.0pt 72.0pt 90.0pt; mso-header-margin:35.4pt; mso-footer-margin:35.4pt; mso-paper-source:0;} div.Section1 {page:Section1;} </style><span style="font-family: "trebuchet ms" , sans-serif; font-size: small;">Consumers are more suspicious of companies than ever. <a href="https://www.edelman.com/" target="_blank">Edelman</a>’s 2017 Trust Barometer found that faith in the big four institutions – government, the media, business and NGOs – is at an all-time low. And to make matters worse for brands, a slew of startups are embracing transparency and creating new expectation levels that companies of all sizes will soon have to match – or risk their relevance.</span><span style="font-family: "trebuchet ms" , sans-serif; font-size: small;">
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<span style="font-family: "trebuchet ms" , sans-serif; font-size: small;">Online apparel retailer <a href="https://www.everlane.com/" target="_blank">Everlane</a> is the poster child for the radical transparency movement. Since launching in 2010, the brand has displayed a breakdown of costs for each item on its website. This includes things like materials, hardware, labour, duties and transport. It is an approach that has earned the fashion brand an army of socially conscious and style-savvy followers.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif; font-size: small;">But over the past year, this transparent way of working has spread to just about every sector imaginable. Cosmetics startup <a href="https://www.beautypie.com/" target="_blank">Beauty Pie</a>, for example, gives people a price breakdown of the factory costs for each product it sells. Insurance startup <a href="https://www.lemonade.com/" target="_blank">Lemonade</a> publishes statistics on the revenue it’s generating, the number of policies sold and the average monthly charges.</span></div>
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<span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEIywQFZyWPMrbb5O_4SOR9TQD0LeKxRIorTwBoUfg_EVs1K9wVa8YLuevM9aR7dG9Z67bJVzdtmsn3y2Y1OoGxTDfA48RS5bV7BsK3rNdg9ae9y8_gVP-DmzsJot1VRMju5xxNE5ZxtY/s1600/transperency.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="225" data-original-width="225" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEIywQFZyWPMrbb5O_4SOR9TQD0LeKxRIorTwBoUfg_EVs1K9wVa8YLuevM9aR7dG9Z67bJVzdtmsn3y2Y1OoGxTDfA48RS5bV7BsK3rNdg9ae9y8_gVP-DmzsJot1VRMju5xxNE5ZxtY/s200/transperency.jpg" width="200" /></a></span></div>
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<span style="font-family: "trebuchet ms" , sans-serif; font-size: small;">Emerging companies in the financial industry – one of the sectors most distrusted by consumers – are also putting transparency at the heart of their operations. New US bank <a href="https://www.aspiration.com/" target="_blank">Aspiration</a> gives customers an insight into the impact of their purchases by scoring companies based on how they treat their staff and the planet. The bank also rates companies against their closest competitors so customers can easily see which brands best reflect their own personal values. </span></div>
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<span style="font-family: "trebuchet ms" , sans-serif; font-size: small;">Similarly, <a href="https://claritymoney.com/" target="_blank">Clarity Money</a> is an app that analyses users’ spending to recommend better deals and even negotiate lower subscription fees for them – forcing companies to be clear and upfront about their pricing strategies.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif; font-size: small;">With startups redefining what it means to be honest and open, brands will soon face increased pressure to meet these new expectation benchmarks and highlight their own transparency credentials. For example, research conducted by <a href="https://www.jwt.com/" target="_blank">J. Walter Thompson</a>, London, found that transparency is one of the key ingredients in earning people’s trust (along with honesty, integrity and reliability). And according to research by <a href="https://www.labelinsight.com/" target="_blank">Label Insight</a>, 39% of people would switch to a new brand if it offered complete transparency and 73% would pay more for such products.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif; font-size: small;">The message is clear: transparency is moving from a ‘nice-to-have’ option that helps startups create differentiation and into a need-to-have asset that all companies must consider. Today, being open and honest is an effective way of building trust. Tomorrow, it will be an essential means of boosting your bottom line.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVGNF7YNujSklXaGmKcmdzkbJcO8c_tT6Zr5fqoS_EuUQ16xvNsRHZo5F2PhmGrGhzdkixO5V1Q7BmdIhXADy5_F047xziLdgj5b26UYyrAPlw1wcIW5j8flzS2M2i17mjdLqWhlXLJHQ/s1600/Radical-Transparency.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="778" data-original-width="1100" height="226" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVGNF7YNujSklXaGmKcmdzkbJcO8c_tT6Zr5fqoS_EuUQ16xvNsRHZo5F2PhmGrGhzdkixO5V1Q7BmdIhXADy5_F047xziLdgj5b26UYyrAPlw1wcIW5j8flzS2M2i17mjdLqWhlXLJHQ/s320/Radical-Transparency.jpg" width="320" /></a></div>
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Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.com18 King St E, Toronto, ON M5H 1A1, Canada43.6496121 -79.37713480000002243.6488941 -79.378395300000022 43.6503301 -79.375874300000021tag:blogger.com,1999:blog-7016092841128248808.post-36154570532519983652017-11-15T10:37:00.000-05:002019-09-09T10:10:54.990-04:00THE POWER OF BRAND CONTROVERSY <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkCXwf69XoBeyJjSw-P1P5p-SVSkzkU_ia9UhwZSl7rclb3S8rqsAobohD8RU6GEH69a1bsqFL-_5flGB0_JZVSIxmUAxTzFFsKI6q2OEwl7t2fF_V3d4s8Aset3Oq95sB8RUj_Mdk8lI/s1600/borat.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="628" data-original-width="1200" height="167" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkCXwf69XoBeyJjSw-P1P5p-SVSkzkU_ia9UhwZSl7rclb3S8rqsAobohD8RU6GEH69a1bsqFL-_5flGB0_JZVSIxmUAxTzFFsKI6q2OEwl7t2fF_V3d4s8Aset3Oq95sB8RUj_Mdk8lI/s320/borat.jpg" width="320" /></a></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The power of controversy is unquestionable. Controversy attracts attention. Even those with opposing views will share a controversial position. Since the beginning of time, controversies have had a subtle appeal to them.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;"><a href="https://en.wikipedia.org/wiki/Gregory_Benford#Benford.27s_law_of_controversy"><span style="color: blue;">Benford’s law of controversy</span></a> states that <i>“passion is inversely proportional to the amount of true information available.”</i> In other words, the fewer facts known and agreed on, the more controversy there is.<span style="mso-spacerun: yes;"> </span>Conversely, the more facts that are known, the less controversy there is. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Humans crave controversy for three reasons. First, controversy makes our lives seem more interesting. Life would be pretty boring if everyone shared the same opinion, so a little polarization activates and stimulates our interest.<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Controversy also polarizes and separates us into communities based on our position.<span style="mso-spacerun: yes;"> </span>Psychologically, ‘sense of community’ is one of the major tenants of self-definition. To be part of the group gives meaning and association with a larger group and provides emotional safety and a sense of belonging and identification.<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Controversy disrupts and grabs our attention. In a modern world where it’s so easy to get lost in the noise, controversy breaks through. Challenging someone’s belief or faith causes them naturally to either seek to confirm or disprove the position. But they cannot ignore it.<span style="mso-spacerun: yes;"> </span></span><span style="font-family: "Trebuchet MS", sans-serif;">Controversy means you're connecting with people. Controversy means you're leveraging tension and you're creating sides. Controversy means you're relevant, and you're modern, and you're interesting. And modern, relevant and interesting have high ROIs. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">While strong opinions do polarize, they also make for strong brands and loyal followers. This largely because taking sides against the “other” is a potent uniting force psychologically. <span style="mso-spacerun: yes;"> </span>Even more so if there is an identifiable enemy, as it gives us the chance to not only showcase and articulate our faith but also to unite ourselves with our fellow believers. A community united by a common enemy. </span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">We would certainly not suggest a controversial strategy for all brands. Many brands would not benefit from any controversy.<span style="mso-spacerun: yes;"> </span>On the other hand, there are many other brands where we may suggest, what have you got to lose?<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Executed intelligently, contrarian messaging can drive awareness and attention. It just needs to be thoughtfully investigated, well-conceived and perfectly positioned. It’s not for the risk-averse. However, when executed properly can drive far more organic engagement.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">P. T. Barnum, the 19th-century American showman and circus owner once said, <i>'There's no such thing as bad publicity.' </i><span style="mso-spacerun: yes;"> </span>Barnum was a self-promoter of the highest order and never missed an opportunity to get people talking.<span style="mso-spacerun: yes;"> </span>While things may have changed significantly since the days of P. T. Barnum, word of mouth marketing still requires people talking about your brand.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Alan Sorensen, an economics professor at Stanford, looked at book reviews featured in <i>The New York Times</i>. He determined that even when reviews were negative, previously unknown authors saw a one-third bump in sales. We believe his findings can be applied beyond authors to all “small” challenger brands fighting to make names for themselves.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">We say “small” because these brands have little to no brand equity to lose. One reason is that, for lesser-known brands, negative perceptions fade more quickly in consumers’ minds than their general awareness of the product," The Economist writes.<i> "With established brands, on the other hand, the whiff of bad publicity lingers longer."</i></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">To be clear, there is such a thing as bad publicity. Just ask BP, Nike, Toyota, Volkswagen, or Gillette. When Sanlu was revealed to be selling poisonous milk, it went bankrupt, and its top executives were put in jail. But, if your brands starting point is obscurity, even bad publicity may be helpful.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">Today, more than ever, brands need to break through the noise, and one of the most effective ways is by playing the role of an agent provocateur.<span style="mso-spacerun: yes;"> </span>By creating intelligent controversy, they can guarantee that, while they may be reviled, they’ll not be ignored.</span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">What better example of this than the current President of the United States, Donald Trump? His entire presidency is a (P. T. Barnum’esque) theatrical production designed to keep the nation glued to the media.<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: "Trebuchet MS", sans-serif;">The entire spectacle is filled with controversy, conspiracy, collusion and drama all designed for one thing - to keep us watching.<span style="mso-spacerun: yes;"> </span>It’s all a carefully contrived illusion to keep us focused, and it works. </span><span style="font-family: "Trebuchet MS", sans-serif;">Without risk, there is no reward.<span style="mso-spacerun: yes;"> </span></span></div>
<span style="font-family: "Trebuchet MS", sans-serif;"> </span>Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.com18 King St E, Toronto, ON M5H 1A1, Canada43.6496121 -79.37713480000002243.6488941 -79.378395300000022 43.6503301 -79.375874300000021tag:blogger.com,1999:blog-7016092841128248808.post-16834729593737524502016-11-03T12:50:00.001-04:002017-11-01T07:50:58.506-04:00Media 2025 | The Connected Society<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFP7D-X4DNQ3dZWbd4GougcSnmORRaJajiF4DL6mPGCPrwk1Oip1fJ7F8ow1KgnEaLpG3lc8lGOUf1aUhP6JSSnWpBxzNZluIS0zNJ1KT_eKLVemjKHaZTew_TPXN-VV0S885LqTD-XTQ/s1600/index.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="183" data-original-width="275" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFP7D-X4DNQ3dZWbd4GougcSnmORRaJajiF4DL6mPGCPrwk1Oip1fJ7F8ow1KgnEaLpG3lc8lGOUf1aUhP6JSSnWpBxzNZluIS0zNJ1KT_eKLVemjKHaZTew_TPXN-VV0S885LqTD-XTQ/s1600/index.jpg" /></a></div>
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Today, the term “media” can mean different things to different people. Ultimately, however, media is mass communication regarded collectively. Media today can be the message, the medium, or the messenger; and to complicate things, the lines between them are becoming very blurry. </div>
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Social Media is participatory and connected media. One might argue that once all media is participatory and connected that the term ‘social’ is redundant. Media is simply media. The future of social media, therefore, is a discussion on the future of media itself. To that end, social will just be folded into the broader marketing discipline.</div>
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Social Media today is focused on driving real-time engagement, (unedited and unfiltered) live streaming video, Virtual Reality (VR), Artificial Intelligence (AI), Augmented Reality (AR), Internet of Things (IoT), social commerce, mobile wallets, metadata, search/visibility, data-driven decisions, content marketing and mobile devices.</div>
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Moving into 2018, more and more users are using messenger apps (e.g. Facebook Messenger, Slack, and WhatsApp) but there’s still a lot of growth happening in social networks. Social platforms, social customs, and communication standards are all in a constant process of evolution.</div>
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Transparency is the new black, and there is a clear shift from talking at the world to making the world talk. To wit, most branded content in the next years will come from consumers, and user-generated content will far exceed branded content. The next wave of media apps will help filter the clutter.</div>
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Ultimately, everything that can be connected to the Internet will be by 2025 (i.e. homes, humans/ wearable tech, TVs, cars, jet engines, locomotives, lights, appliances, etc.) That said, people will care increasingly more about culture than products. </div>
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MOVING AHEAD</div>
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The future of media is inextricably linked to technology. The promise of technology was always to improve the way people live and to make our lives simpler and easier. Around the world, people are utilising technology to create new communities, engage across boundaries, make the world more inclusive, and change the way we interact. This transformation is happening everywhere and in every culture, country, and industry. </div>
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Integrated mobile devices like Google Glass and the Apple Watch are already taking major steps to eliminate the gap between “technology” and “life.” What is clear is that we have quickly evolved from the age of industrialisation to the connected society.</div>
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The connected society transforms everything. Information and communications technology (ICT) and big data are also fueling the rise of a new economy in which new market actors – commercial, "indiepreneurial," and crowd-sourced – are empowered with new models of production and exchange, as well as automated, frictionless and highly personalised consumption. </div>
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In this new economy, consumers become curators rather than receivers, products give way to services, and consumers adopt more and more complex roles as citizens, users, co-creators, specialists, and actors. Collaboration, crowd funding, crafting and sharing are just some of the hallmarks of the modern, involved consumer. </div>
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The connected society encourages a rise of meritocracy and the formation of a creative elite. Within this order, merit is increasingly defined by a new set of emerging values, such as knowledge, transparency, fairness, quality of experience, authenticity, sociality, healthiness, and simplicity. The ability to make informed choices, to a very large extent, will drive the consumers of the connected society.</div>
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Fast-forward to the future, and we should see global media usage continue on its upward trajectory. By 2020, eMarketer projects that 2.44 billion of the world's population will be on connected networks. Media usage will be ubiquitous, seamless, and integrated into our daily lives in a multitude of ways.</div>
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The ways we both input and observe media will also shift. Holographic displays will be shifting into the mainstream and keyboards on desktops, laptops, tablets and smartphones will become increasingly irrelevant, as interactions on what was once called social media will largely be voice-controlled.</div>
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Driven by continued advancements in technology and rapid rollouts of commercial products, the future will be shaped by an information ecosystem that’s increasingly more intuitive, anticipatory, transparent and personalised. Some very fundamental human activities like learning, thinking, working, and being “present” with others will be transformed by these changes.</div>
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Artificial Intelligence (AI) technologies such as machine learning and natural language processing will also play an integral role in shaping the future. Over time, the computer itself - whatever its form factor - will be an intelligent assistant helping you through your day. Your phone, for example, will proactively bring up the right documents, schedule and map your meetings, let people know if you are late, suggest responses to messages, handle your payments and expenses. Technology won’t just serve as tools for you, but they’ll even serve as your stand-in in some cases.</div>
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Even today, Google’s new messaging app, Allo, scans your texts; understand the context and supplies readymade human-like responses for you (“Cute dog!” and “That’s good!”). Not just when you were sent words, but even when you were sent pictures. Just imagine how much more dynamic and robust these technologies will become.</div>
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As a result, Social Media will become far more specialised and personalised to the actual needs and interests of each audience member. By 2025, social media sites will have adapted their platform for each user so that it would appear by today’s standards that people live in their own universe.</div>
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Social Media platforms will compete to maintain their share of the audience. Users of social media will gradually only expose themselves to the news that affects them. Future platforms will be even more equipped to predict exactly what users will need to keep them engaged.</div>
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Social media platforms will connect advertisers with potential customers by using multiple regression analysis and correlation analysis. When a consumer behaves differently than the formula predicted, the formula will automatically adjust. The connected society will know when you are tired, hungry, thirsty, stressed, or even low on Vitamin C. </div>
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In the connected society envisioned in 2025 people will increasingly seek out a sense of belonging and social media platforms will provide “fireplaces” for people to gather around and topics for interaction, conversation and relationship building. Products, services and brands will be instilled with meaning more through the crowd than through branding and marketing efforts.</div>
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Products and services infused with a social component of some kind can more easily move from product/service status to an experience. For the 2025 consumer, an experience will always be more original than the actual product or service. This means that consumers will be looking for original experiences delivered by humans and which are embedded in a social context, rather than searching for specific products and services. Subsequently, a value will be grafted onto products and services by how a network of users – or a network of peers – decides to use them.</div>
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Human beings are inherently social animals, and we are ultimately at the centre of our own universes. On average, people spend 60 percent of conversations talking about themselves—and this figure jumps to 80 percent when communicating via social media platforms. As a result, our social media platforms will increasingly place us at the centre of our unique, personalised ecosystem. Parents in 2025 won’t be complaining about their children spending too much time texting. They'll be complaining that their son or daughter seldom step out of their own self-made virtual-world.</div>
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Social Media in 2025 will be a ubiquitous enabler, producer and facilitator that shift the consumer from receiver to curator. This is a natural evolution of a sharing economy and change in values, preferring services and access to function, rather than ownership. This means that businesses will have to engage and collaborate with users in different roles rather than as passive consumers.</div>
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Social Media will continue to create and connect new communities, engage across boundaries, make the world more inclusive and fundamentally change the way we live. As William Gibson espoused, (Neuromancer, 1984) this brave new world will be “a consensual hallucination experienced daily by billions of legitimate operators, in every nation.”</div>
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<span style="font-family: "calibri";"><i style="mso-bidi-font-style: normal;"> </i></span><span style="font-family: "calibri";"><i style="mso-bidi-font-style: normal;">- - - - - - - - - - - - - - - - - - - - - - - - - - </i></span><br />
<span style="color: #666666;"><span style="font-size: x-small;"><span style="font-family: "trebuchet ms" , sans-serif;"><span style="font-family: "calibri";"><i style="mso-bidi-font-style: normal;">Written by <a href="http://mygoodbuzz.blogspot.ca/2011/09/goodbuzz-inc.html"><span style="text-decoration: none;">Andrew B. Giles</span></a>. Andrew is the head of digital innovation and strategy at Goodbuzz Inc. You can follow him @Goodbuzz and on <a href="https://www.facebook.com/Goodbuzz/"><span style="text-decoration: none;">Facebook</span></a>. </i></span></span></span></span></div>
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<span style="color: #666666;"><span style="font-size: x-small;"><span style="font-family: "trebuchet ms" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiivkoCB8XZ3RtUxrzU1y960RdjXkc8RhYvkypgvF8FXhp9fywE6iSsBxSB-I04ygVatmArRm5sqbQeFoZFrQuOzdyNG2O4c3gVzT3LZif7FEbSrQaVavPkaxmy91cp6WLk0v6Xhw4y8Hg/s1600/n.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiivkoCB8XZ3RtUxrzU1y960RdjXkc8RhYvkypgvF8FXhp9fywE6iSsBxSB-I04ygVatmArRm5sqbQeFoZFrQuOzdyNG2O4c3gVzT3LZif7FEbSrQaVavPkaxmy91cp6WLk0v6Xhw4y8Hg/s1600/n.jpg" /></a></span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "calibri";"><i><span style="color: #666666;"><span style="font-size: x-small;"><span style="font-family: "trebuchet ms" , sans-serif;"><span style="color: #666666;"><span style="font-family: "calibri";"><a href="http://www.goodbuzz.ca/"><span style="text-decoration: none;">Goodbuzz</span></a> is a digital agency based in Toronto, Canada. We help brands create and capture value from emerging trends in technology, society and the workplace. We prototype the future - and believe the best way to predict it - is to create it. Follow us on <a href="https://www.facebook.com/Goodbuzz"><span style="text-decoration: none;">Facebook</span></a> or Twitter or if you have any questions <a href="mailto:info@goodbuzz.ca?subject=Question" target="_blank"><span style="text-decoration: none;">contact us</span></a> directly.</span></span></span></span></span> </i></span></span></div>
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Goodbuzzhttp://www.blogger.com/profile/13463125998713340334noreply@blogger.com18 King St E, Toronto, ON M5H 1A1, Canada43.6496121 -79.37713480000002243.6488941 -79.378395300000022 43.6503301 -79.375874300000021