A survey* was recently released with two startling statistics that revealed 42% of consumers found brands less trustworthy today, while 48% believed brands can have a positive impact on the world. Now those are two opposite sides of the spectrum if we ever saw one. But more importantly, how do we bridge this interesting divide?
After going through some thoughts about politics they touched on the most interesting path: Understanding the culture of your target consumer and effectively tapping into it remain key. So, building your brand and its identity around a cultural insight is paramount. Find it. Inspire and positively provoke your target with it. Then craft and design your creative campaign around it.
Lastly, be relentless in searching out these cultural insights. Remember, insights are not facts. They are something you discover about your brand or consumers that no one else can own. They belong to you. So say “NO” to the obvious. Reject the ordinary. And, initiate around the extraordinary. So who’s bridging this gap today, you ask? Here are a few off the top of our heads:
- Subaru — Recognition for LGBT campaign
- Tesla — Being forthright about their mistakes, and fixing them
- Chick-fil-A — Authentic and plain spoken
- Dove — Authenticity and respect through their “Love the skin you’re in” campaign
What Sparks Our Fire? Waking up everyday searching for insights that emotionally connect brands with consumers.
*The ‘Truth About America’ report from McCann
Ah Millennials, how we love them so. I mean, where would we be without them? With their authentic, multi-tasking, fun-loving, witty and entitled charm. They’ve truly brought the world together and made it a brighter place. Well, some of that’s true. They for sure have mastered the art of what we are calling “Groupification”.
When it comes to the act of groupification, there are three important areas to make note of. For one, Originality. Millennials often respond to, and actively cultivate their friends around unique and original brand experiences. They will take “authenticity over superficiality” any day of the week. Second is Purpose. Brands with a purpose have a transcendent value that allows them to enhance and enlighten the diverse experience of their lives. And coming in third, but perhaps the most unique of all is what we call Planned Spontaneity, where instant gratification is immediately met. When your brand makes it seem as though something is randomly taking place, but it’s been planned all along. Like when it looks like a shopper is taking a used car out for a ride, but then is taken for the ride of his life courtesy of Jeff Gordon and Pepsi Max. Now that’s something that not only gets the blood pumping, but also has you wanting to share the hell out of.
These all directly contribute to the art of Groupification, and are subconsciously considered by Millennials. And as marketers, if we’re trying to connect (with Millennials), then we need to check these boxes. Especially in the digital space. We want them to come in herds to experience what we’re putting out there. We need to turn the page on 1:1 marketing, and start thinking more like 1:10 or 1:1000. Ask yourself, “How can we deliver a campaign, message or experience that enables our consumer to create a forum for all to enjoy?”
Now, while this is specifically for Millennials, others are certainly starting to take on the same principles. At the heart of it, it’s about what your consumer is thinking, doing and ultimately what they value. Deliver on these, and your consumers will be moved to experience your brand, product or service… together.