Wednesday, May 29, 2013
One of the reasons I love teaching at Chapman University and UC Irvine's Merage School of Business is having the opportunity to inspire just one student to pursue a profession that pays you to connect the dots between business and almost everything imaginable (technology, art, social trends, pop culture, media...). It's a huge investment of time, but this feedback from that "one" student makes it all worthwhile.
Monday, May 13, 2013
In my recent talk to the students at Chapman University's Internet Communications Program, I exhorted this next generation of marketing ninjas to help liberate marketing from the antiquated vocabulary that fosters silos in how we think and act:
- We must reject tired distinctions such as "traditional vs non-traditional" marketing. (There is only traditional thinking...and this is punishable by irrelevance!)
- We must admit that terms such as "new media" represent old thinking. (If you want to make anyone under 25 laugh, refer to mobile as "new media.")
- We must not allow "offline and online" to live in separate silos. (In a world of QR codes and second screen viewing, is anything truly "offline"?)
- We cannot restrict "brand advertising" to mean TV and print. (The Internet is the most powerful branding tool ever. Storytelling. Sight, sound, motion. Peer endorsement. Experiences.)
- We must embrace media as a source of creativity. (How and where a brand appears is as important as what it says.)
- We need to enthusiastically embrace metrics, both hard and soft. (Ignore store traffic and nobody will care about the awareness gain. Similarly, click through rates at the expense of emotional relevance and differentiation will not matter if the brand degrades to commodity status.)
Finally, we must break with the past. Old branding models are out of step with the way in which people consume media and interact with brands. Instead, new models such as Empathic Marketing build brand relationships by mirroring the ways in which people tend to form real, human relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms. After all, what's true in life is true in marketing.
Friday, May 10, 2013
Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.
Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. Think about the people with whom you enjoy your most lasting relationships. It’s likely those individuals who “get you” because you share the same values, sense of style, point of view or sense of humor; these same people are likely those with whom you've enjoyed truly memorable experiences; they are likely the people you trust most because their reputation is consistent; people who always seem to be up to something new and interesting.
What’s true in life is true in marketing.
These 4Es of real relationships – empathy, experiences, endorsement and energy – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.