The Good, The Bad and The Ugly
Embrace your brand’s personality flaws.
An interesting post came up in my LinkedIn feed today, written by Steve Ballantyne, Director, Brand IQ in Auckland: “8 marketing lessons from the Trump win”. The lessons were: 1. Know the National Narrative; 2. Remember that People Lie; 3. Embrace the Power of Flawed Characters; 4. Repeat Your Message Relentlessly; 5. Lean into a Great Villain; 6. Controversy Breeds Attention; 7. It’s Always About Money; and 8. Be Memorable.
In marketing, the importance of understanding and connecting with your audience on a deep level can’t be overstated. One of the most powerful ways to achieve this is by tapping into the national narrative – the overarching story and sentiment that shapes the perceptions and behaviours of your target audience. By aligning your brand with these broader cultural, social, and economic narratives, you can create resonant and relevant messages that forge strong connections with consumers.
However, understanding your audience's true feelings and motivations can be challenging. People often provide socially desirable answers in polls and surveys, rather than revealing their genuine thoughts. To gain a more accurate understanding of consumer behaviour and preferences, marketers should employ a mix of qualitative and quantitative research methods, including behavioural analytics. This approach helps to bridge the gap between what people say and what they actually do.
Authenticity is another crucial aspect of effective marketing. Brands should not shy away from their imperfections but rather embrace them as opportunities to humanise their image and create emotional connections with consumers. In a world filled with polished, scripted messages, a brand that dares to be authentic and vulnerable can stand out and resonate with audiences who crave genuine interactions.
Consistency and repetition are essential for reinforcing your brand's message and ensuring it sticks in consumers' minds. Developing clear, concise messages and repeating them across all channels helps to build brand recall and recognition. This consistent messaging creates a strong foundation for your brand's identity and makes it easily recognizable amidst the noise of the marketplace.
Positioning your brand against a common enemy or challenge can also be a powerful strategy. Identifying a “villain’ creates a clear contrast and rallying point, fostering a sense of unity and purpose among consumers. This approach can generate loyalty and engagement, as people are drawn to brands that stand for something meaningful and align with their values.
Controversy, while risky, can be an effective tool for capturing attention and sparking conversation. In a cluttered market, a controversial campaign can generate buzz and increase brand awareness. However, marketers must carefully consider the potential benefits and risks, ensuring that any controversy aligns with the brand's values and objectives.
Maximizing the return on marketing investments is another critical consideration. Leveraging earned media, user-generated content, and other low-cost tactics can amplify brand messages and reach a wider audience without breaking the bank. By focusing on cost-effective strategies, marketers can achieve high ROI and make the most of their resources.
Memorability is key in a competitive marketplace. Brands must strive to create distinctive branding, innovative campaigns, and experiences that leave a lasting impression on consumers. Whether through unique visual elements, provocative statements, or engaging interactions, a memorable brand is one that stands out and remains top of mind for consumers.
In essence, successful marketing requires a blend of understanding the national narrative, embracing authenticity, maintaining consistency, leveraging controversy wisely, focusing on cost-effective strategies, and creating memorable experiences. As audiences increasingly seek out brands with personality, flaws, and depth, marketers must be bold and creative in their approaches. By weaving these learnings together, brands can craft impactful and resonant messages that capture attention and build strong connections with their audiences.
As Steve says, “Audiences remember brands with personality, flaws, and all. Let your brand bring boldness, depth, even a bit of controversy, if it fits.” https://shorturl.at/bhNxH
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