80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them.
Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs. That’s the premise of my new presentation that I just presented at the CSE Expo in Toronto, Canada. In the presentation, I outline five major principles that we have found at Jack Morton drive the high performing experience brands with which we work and a few examples (some our work, some the work of others) that showcase each principle.
So beyond the five principles and the examples, here are a few key questions to ask that can put you on the path to “Brand As Verb” nirvana:
1. Taking Action: Is your organization spending more time thinking about what to post next, or what it should do that’s actually worth posting about?
2. Turning Negatives Into Opportunities: What’s the worst element of your brand’s customer experience as it currently stands? If it’s impossible to change the core of what makes it negative (like KLM can’t eliminate middle seats), what other type of value could your organization add to overcome the negative?
3. Outside In Thinking: Is your organization’s leader one of the 80% that believe you’re delivering a superior customer experience? Get out of your echo chamber by assembling a customer advisory board or fielding some primary research to give you and your colleagues a dose of reality.
4. Helping Advocates Advocate: Many brands say they want advocates, but what could your brand reasonably expect advocates to talk about? Consider realistic advocacy scripting exercises and what experiences you need to create that truly deserve to be talked about.
5. Conversationally Led Planning: What conversations are already underway that you could be part of in an authentic, ‘on the way’ spirit? Before you let your brand’s product introductions (or lack thereof) drive your marketing or editorial calendar (again), consider letting consumers drive what you do next.
If you had to add a section of “Brand As Verb” standards to your “Brand As Noun” brand guidelines, what would they be? What do you want consumers to know, think, feel and do as a result of an experience with your brand?
But when you go to a performance, don’t expect a full house. Most of the seats will be left empty… for the ancestral ghosts.
In the heart of the West Kowloon Cultural District , the theatre is part of a festival that celebrates the Cantonese tradition of theatre and arts and crafts, on the future site of a major centre for the performing arts and visual culture.
Bamboo theatres are typically built during the Chinese Ghost Festival/Yu Lan (盂蘭), usually in July. Traditional Cantonese Opera (戲曲) performances are performed, for the viewing pleasure of beloved ghosts of the region. In a typical nod to practicality, the structures are also built for seasonal community festivals or events. In a region where bamboo is not only plentiful, but reusable and renewable, and space is often limited, the building style is a unique solution to a significant community challenge. We’ve seen stage sets and smaller theatres constructed on soccer pitches and basketball courts- they go up in a few hours, and come down even faster.
Is this the solution for our next venue-challenged project?
It was refreshing this week to be reminded that the spirit of the Winter Olympics is about taking part just as much as the pursuit of medals.
The Mexican Ski Federation doesn’t have a large profile, star names or even many members; yet creativity has driven awareness and propelled the ‘Mariachi Prince’ into the limelight.
In a year that will see a Jamaican bobsleigh team once again take on the ice, I know there will be another amazing Olympic story I’ll be following.
I know this video has gotten some play recently, but MY GOODNESS, if you don’t suddenly develop “dust in your eye”…I question your ability to emote.
A lovely brand experience, delivering on a promise we at some time in our lives both believe in and whole-heartedly dismiss.
Santa (and Canada) I believe!! via mashable
Raw, big, meta, Lt Cmdr – whatever Data you’re into, the real value comes when we can turn it into information. So the trick is to know what to focus on and how to bring it to life. And if that can be done in a playful, interesting way…well, so much the better.
- Antoine de Saint-Exupery on leadership, vision and the importance of selling the big idea.
It’s a bracelet for remote tactile communication. Think Nike+ crossed with a hug. You and a loved one each wear a paired bracelet. When the other person strokes, taps or otherwise touches the strip on the bracelet, that touch is transmitted to the other bracelet and delivered via little moving parts.
Witnessed by few, experienced by many…again.
You know you’re part of a truly mass event when people don’t even need to hashtag it. When Felix Baumgartner stepped out of his pod, I saw a message on my Twitter timeline: “He’s actually doing it!” No explanation needed, because we were all in the moment.
Hot off the heels of Cannes Lions (which don’t get me wrong, was great!), I’ve decided I need a bit of a detox from the agency world. Not doing the actual work, but so often it feels like we look so much within our own space for inspiration and innovation and, well, I’m tired and bored.
Inspired by Baratunde Thurston’s #unplug from Digital life—I’m going to try an #unplug from agency world. What does this mean?
It means when I’m looking for cool interactive experiences, I’ll look to the music and arts world. When I’m trying to think about agency structure and teaming, I’ll look into how start-ups or university labs structure their teams. When I’m looking for innovation, I’ll look to the frustrated edges of makers and artistic culture—and then I think I’ll think about how to apply that to the work here.
First up, I’ve been looking into how online education (hello MOOC!)—both the formal and informal kind are reaching users and how they’re distributing content. This 2nd annual MAKER CAMP (a collaboration between Google+ and MAKE magazine) is a lovely way of inspiring kids and often times creating moments of co-creation between parents and wee ones. Check it out. This is the ONE TIME I wish I was a tween again.
Sometimes it’s tricky to build a 3D experience that perfectly fits a brand. We’re inspired by and admire Diet Coke’s clever, brave take on the traditional vending machine!