'DEAR BRAND, I RECALL YOU. BUT I DON'T WANT TO BUY YOU'
|Emotional promises made by brands are no longer merely passive messages received by the consumer. Brand equity is built on relevance of purpose that is meaningful to the empowered consumer ?s point of view.
You know those awesome emotional benefits your brand has? The ones that were generated after a meticulous decision-making process? Decisions that included a very complex process with many costly and timely steps like: thousands of hours of analysis, form-filling, an infinite number of emails, pre-trials, discussions, rejections, approvals, brainstorming and what-ifs, inside marketing and communication departments or agencies’ communication and branding rooms.
Is this picture familiar? Well, it’s better to forget it.
Or, being less apocalyptic: you need to rethink it.
The new game requires more extensive perspective and a deeper dive. The building of positive equity in this postmillennial, post comments, post everything era requires more complex thinking.
In this new world, the borders around emotional promises are wider. And easier to breach.
AS A CONSUMER, I NEED TO BELIEVE
It’s no longer an issue of advertising in itself. It’s something much bigger, that goes beyond equity building. Nowadays, any movement made by the brand counts. Even the more prosaic decisions in a production line help to define this emotional bonding. Building equity is becoming more and more complex.
Everything brands do in their daily routines to sustain business has an enormous influence on the consumers when they are at the point of sale, deciding whether to choose the box on the top or bottom shelf. Nothing escapes the consumer’s radar.
THE 'BUT' SYNDROME: A NEW TENSION IN THE BRAND- CONSUMER RELATIONSHIP
My bank is constantly telling me that it is there when I need it. But they raise fees every year and I keep reading how they have been breaking revenue records.
My mobile phone carrier had very good reception. But I heard someone in customer services added an abuse to the system and that was printed on the client’s bill.
There’s a delicious yogurt brand. But I read a blogger talking about the amount of preservatives used to make it creamy and that scared me.
There is always a “but”. That’s one of the results of this hyper-information era. This tiny little word has damaged many relationships, especially between brands and consumers. We are all looking for relationships that we can hold on to in the long term to support us, introduce to our parents and take out to dinner unashamedly. You wouldn’t do any of that if you were in doubt, would you?
Relationships between brands, people and channels are becoming more and more liquid. It’s up to the brands to pick up on this fluidity and truly embrace transparency. After all, perceptions change at every turn.
J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been creating pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues to hold a dominant presence in the industry by staying on the leading edge—from hiring the industry’s first female copywriter to developing award-winning branded content today. For more information, follow us @JWT_ Worldwide.