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?
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.
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.
New toy #official #3D #makerbot
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?