Upload
pulsemccann
View
2.372
Download
2
Embed Size (px)
Citation preview
• Young Britons are looking for a respite - for brands to lend a helping hand – for brands to help them enjoy their youth.
• Early adulthood is the point at which bonds are formed and broken between brand and consumer.
• It’s hard to forget someone who helps you when you need it most. Similarly, it’s hard to forgive someone that lets you down when you need them most.
• A consumer lost once is often a consumer lost forever.
• When the New Normal doesn’t look like the old, work out how you can allow your consumers to stick with your brand.
• The poles are shifting. Soon no brand will be able to pull down the shutters and block out the world beyond its traditional geographical regions.
• Cultural connections will become even more important, and even more tricky.
• Don’t just look to the developing world as a source of consumers, but also as a source of inspiration.
• Make sure that your attachment to the sentiment that runs alongside the Games and Jubilee is credible.
• Obvious bandwagon jumpers will receive the disdain of the Great British Public.
• Identify areas where you can credibly involve yourself at a grassroots level.
• Be wary of short-termism and piecemeal initiatives – consumers are wise to these.
• Look on your engagement as both long-term and mutually beneficial.
• Consumers enjoy being involved in decision-making processes – it helps them to feel a sense of ownership and affiliation to the brand.
• It can also be a way of sharing the blame and softening the blow, enhancing a brand’s reputation as one that demonstrates transparency and openness.
• It’s crucial to establish which version of your consumer you’re interacting with, and which version you need to interact with.
• Targeting consumers in aspirational sectors is easy – social networks are built around aspiration.
• Targeting consumers in less aspirational sectors is much harder based on social networking information.
• There are nuances aplenty and context is king.
"This is easily the worst movie of all time. It's a bunch of spaceships and special effects, but there's NO coherent plot."
"I found it to be incredibly boring ... if your looking for an entertaining classic, I'd try Ben Hur or Cool Hand Luke ...it had no color and was uterly depressing."
• If consumers want information, they will get it.
• Withholding it will not make a big difference to purchase behaviour. Giving it up freely will enhance openness and transparency credibility.
• The level of pro-active openness depends on how much a brand feels it has to lose.
• With the number of messages transmitted online growing exponentially, how will your brand survive the Twidiot Filter?
• The race for relevance has never been more important.
• Shopping on Autopilot negates all that is non-rational in the purchasing process – the branding.
• With our industry so focused on extolling emotion around a product, we should be thinking of how we help brands avoid auto-pilot.
• Or indeed, how we sell our market as one that avoids auto-pilot (think CompareTheMarket and GoCompare)
• How will your brand help to bring surprise to consumers, in a world full of filters?
• The key lies in being random but relevant. How do you use consumer information to go beyond what they would have found?
“They appear not to have perceived the printed book as a fundamentally different form, but rather as a manuscript book that could be produced with greater speed and convenience.’
Cyberspace Renaissance, by Leah Marcus
A 21st Century printing press?
• Digital (it will take a wholly new generation to stop using this word) has to be baked-in from the beginning – especially when you’re dealing with the youngest audience.
• Start with the tools then make the idea – not vice versa.
• Much of the innovation mentioned deals with linking up technologies rather than creating new ones – à la Hyper Island mash-up.
• Be aware that your brand exists in an ecosystem, not in isolation.
• Be wary of digital red-herrings – for every winner there are two losers.
2012• Turbulent?• Positive?• Most likely both. • Personal brand management is key. • Order of the day - engagement and
transparency• Surf the data deluge• Think ecosystem
Read more
http://britain2012.mccannlondon.co.uk/