A BLOG ABOUT EXPERIENCE BRANDS – trends

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?

#brands #marketing #advertising #brand as verb #brandasverb #ben grossman #inspiration #trends

Hello Vegas! We’re excited to be back this week for the International Consumer Electronics Show (That’s #CES2014 to most of you). 
From wearable technology to “smart everything,” we’re excited about the technology and inspiration unfolding all around us here. We’ll be blogging and tweeting our favorite CES stories and sharing our point of view on how CES 2014’s hottest trends affect brand experience. 
If you’re wondering who goes to CES or who should be here, do check out our white paper from CES 2013. And apologies to those who weren’t able to join us in Vegas. Particularly those trapped in the #PolarVortex. Sending lots of virtual warmth your way. 

Hello Vegas! We’re excited to be back this week for the International Consumer Electronics Show (That’s #CES2014 to most of you). 

From wearable technology to “smart everything,” we’re excited about the technology and inspiration unfolding all around us here. We’ll be blogging and tweeting our favorite CES stories and sharing our point of view on how CES 2014’s hottest trends affect brand experience. 

If you’re wondering who goes to CES or who should be here, do check out our white paper from CES 2013. And apologies to those who weren’t able to join us in Vegas. Particularly those trapped in the #PolarVortex. Sending lots of virtual warmth your way. 

#CES #ces2014 #technology #trends

J.Crew is first big retailer to debut fall line-up using Pinterest over paper…expect others. Many.

J.Crew is first big retailer to debut fall line-up using Pinterest over paper…expect others. Many.

#etail #ecommerce #pinterest #trends

UNPLUGGING FROM AGENCY WORLD + MAKING STUFF

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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.

#unplug #maker #google+ #makemagazine #agencylife #inspiration #trends

We’re all publishers now.

In the early days of the Web (and for the years I was in publishing), we used to say “content is king.” In today’s media-saturated hyper-connected world it’s nice to see that idea is making a strong comeback. We’re living through a dramatic revolution in the way we receive and share information - but we’re only now recognizing the equally profound revolution in information planning and creation.
Whether you sell dish soap, shaving cream, micro-brews or nuts and bolts, your relationship with your clients - both old and new - is built and maintained on the back of the quality of content you create. Content strategy and creation x-media, along with channel planning and analytics, are the 3 legs of todays comms and marketing efforts. And while everything old is not new again, today’s organizations can look to yesterday’s publishers for insights on how to engage audiences and move them to action. 

We’re all publishers now.

#trends #publishing

The latest craze in New York?  Cronuts, of course - that light, flaky, sugary, delicious and, yes, elusive cross between a croissant and a doughnut that one can only secure by awaking at ungodly hours and waiting in 3-hour lines.  
Turns out the long lines, though, once thought of to be “just part of the cronut experience” are actually full of cronut scalpers, who are reaping the benefits of the cronut black market.
So is the cronut craze here to stay?  Will it displace macaroons and designer donuts for the hipster foodie set that is oh-so-over cupcakes?  Or is it just a cronut moment in time?
What makes some trends become full cultural zeitgeists, while others just fade away into obsolescence?  
Cronuts have scarcity and mad word of mouth on their side, and they are quickly amassing an army of the loyal.  We’ll see if it’s enough to make cronuts a household treat.   

The latest craze in New York?  

#trends #culture

brittanyselmi:

New toy #official #3D #makerbot

brittanyselmi:

New toy #official #3D #makerbot

#trends #3d #makerbot #culture

The experience gap: a business opportunity, not just a brand opportunity
Lots of companies talk a good game about the value of a differentiating experience. Yet new research released today by Jack Morton shows that most people still rate companies’ actual experiences quite poorly.
Why is that?

Based on feedback from 4,000 consumers in the US, UK, Australia and China, much of the gap is due to the fact that most brand experiences aren’t all that unique (see chart). In almost every instance, fewer than half of people, sometimes as few as a paltry third, rate brands’ experiences as differentiated from their competitors’.
Worse, people emphasize the importance of experience drivers like the opportunity to try out products or special incentives such as free shipping or discounted service—yet they say brands aren’t actually performing well against these drivers. 
Why is it so important for brands to fix this? With over half of people worldwide saying they’ll pay more for a great experience, differentiating on the basis of experience and delivering beyond expectations aren’t just marketing opportunities—they’re business opportunities.
Read the Best Experience Brands 2013 study on our Slideshare channel.

The experience gap: a business opportunity, not just a brand opportunity

Lots of companies talk a good game about the value of a differentiating experience. Yet new research released today by Jack Morton shows that most people still rate companies’ actual experiences quite poorly.

Why is that?

#trends #insights #best experience brands #research

Nearly 5 months after Twitter launched Vine-the 6-second video app-it’s time to call out its early adopter rockstars. Here are my top 5 favorite brands using Vine to create innovative content that truly adds value to their consumers’ experience. 
 

 1. ASOS: We all love that moment when your online order arrives in the mail, and it’s time to (savagely) unpack the box. ASOS took this familiar moment and turned it into a brilliant earned media opportunity by asking customers to upload Vines of their “unpacking” moments with #ASOSUnbox. Extra points for the brand’s incentivized participation—they gave lucky viners ASOS giveaways in return.
 
 2. GE: Instead of fighting the 6-second constraint of the tool, GE embraced it fully with its #6secondscience series, playfully and effectively illustrating experiments and scientific knowledge in mini-segments, much like TEDed. This is a brilliant content platform for GE to build its perception as a creative and inventive brand.
 
3. Nordstrom: When Nordstrom released its “Pass the Puma” Vine, it immediately went viral and with good reason: it’s a perfect example of the creativity we unleash when we think beyond the literal boundaries of a medium.
 

 4. Wolverine, the movie: By nature, Vine is an experimental platform, so it’s no wonder that people are still trying to figure out how to use it effectively. But, when Wolverine’s director teased the film with this Vine-trailer, it felt like a true epiphany. There is something so intuitive about adapting film trailers- a film convention that is essentially a tightly-edited, graphic, and non-linear montage to a 6-second version with Vine.
 
5. Lucky Magazine: One thing’s for sure, it takes time and extensive preparation to create great Vines. This isn’t your “slap a filter on it” app. But when people get it right, our hearts can’t help but warm with wonder for the film craft. The popularity of stop motion on Vine is a testament to this, and so I was thrilled to see Lucky Magazine using this tedious animation technique to showcase summer fashion trends with its Vine.
 
 

Nearly 5 months after Twitter launched Vine-the 6-second video app-it’s time to call out its early adopter rockstars. Here are my top 5 favorite brands using Vine to create innovative content that truly adds value to their consumers’ experience. 

 

#vine #mobile #app #brandexperience #trends

I usually hate pretty hard on Google+ as a network but here’s something that might make me change my mind…

This month, Glamour Magazine will be hosting sponsored hangouts for their 1.5 million Google+ followers. It’s the first time product placement/advertising will be used in a Google hangout.
The popular women’s mag has partnered with brands like L’Oreal, Pantene and Vince Camuto to create content centered around the products. For example, the L’oreal hangout will show followers how to wear ombre hair (using L’oreal hair color).
This approach could be really successful - the product is present but not intrusive and it’s useful content. 

I usually hate pretty hard on Google+ as a network but here’s something that might make me change my mind…

#digital #insights #trends #l'oreal #google #google+ #hangouts