{"id":8925,"date":"2022-02-02T12:49:18","date_gmt":"2022-02-02T12:49:18","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/02\/flip-your-customer-the-bird-the-missing-link-between-branding-and-profit-converse-digital-digital-sales-marketing-strategy-agency-social-selling\/"},"modified":"2022-02-02T12:49:18","modified_gmt":"2022-02-02T12:49:18","slug":"flip-your-customer-the-bird-the-missing-link-between-branding-and-profit-converse-digital-digital-sales-marketing-strategy-agency-social-selling","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/02\/flip-your-customer-the-bird-the-missing-link-between-branding-and-profit-converse-digital-digital-sales-marketing-strategy-agency-social-selling\/","title":{"rendered":"Flip Your Customer the BiRD \u2013 The Missing Link Between Branding and Profit &#8211; Converse Digital | Digital Sales &#038; Marketing Strategy Agency | Social Selling"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/conversedigital.com\/wp-content\/uploads\/2022\/01\/Brand-Relationship-Driver-Branding-Strategy.001_720.jpeg\" loading=\"lazy\" \/><\/p>\n<div id=\"tve_editor\" data-post-id=\"6590\">\n<div class=\"thrv_wrapper thrv_text_element\">\n<p dir=\"ltr\">What do Pantene, McDonald\u2019s and New Coke all have in common? Well\u2026.<\/p>\n<\/div>\n<div class=\"thrv_wrapper thrv-styled_list tcb-icon-display\" data-icon-code=\"icon-hand-point-right-solid\" style=\"\" data-css=\"tve-u-17ea18626eb\">\n<ul class=\"tcb-styled-list\">\n<li class=\"thrv-styled-list-item\" data-css=\"tve-u-17ea1873efd\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17ea186e9ce\" style=\"\">Pantene spent about $1.2 million on failed advertisements trying to convince women in south east Asia to adopt it as their haircare brand of choice<\/span><\/li>\n<li class=\"thrv-styled-list-item \" data-css=\"tve-u-17ea1873efd\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17ea186e9ce\" style=\"\">McDonald\u2019s dropped a cool $100 million trying to convince urban sophisticates to choose McDonald\u2019s as their modern day Five-Guys (yes, I know\u2026 there was no Five-Guys back then\u2026 but you get the point)<\/span><\/li>\n<li class=\"thrv-styled-list-item\" data-css=\"tve-u-17ea1873efd\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17ea186e9ce\" style=\"\">And while Coca-Cola has never publicly admitted just how expensive their 77 day New Coke product launch program cost the company, various sources suggest the number is somewhere between $30-$50 million\u00a0<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"thrv_wrapper thrv_text_element\">\n<h2 dir=\"ltr\" class=\"\"><strong>They all failed to flip their customers the BiRD.<\/strong><\/h2>\n<p dir=\"ltr\">And because they didn\u2019t truly understand the Brand Relationship Drivers for their various customer types, they blew a ton of cash, wasted a bunch of time and surely lost out on a lot of opportunities. \u00a0<\/p>\n<p dir=\"ltr\">Historically marketers have treated branding as a funneling process. They took in huge amounts of information and sifted through it, researched it, argued about it and finally, out from the bottom of the funnel popped a single brand promise.\u00a0<\/p>\n<p dir=\"ltr\"><strong>For example, Volvo\u2019s brand promise is safety.<\/strong> Then, they leveraged all communications against that single brand promise believing that by doing so we created a unique and identifiable brand positioning in the mind of the consumer. So in Volvo\u2019s case, when a consumer wants to buy a safe car, naturally they will want to buy a Volvo. And when we see a person driving a Volvo, we immediately think, \u201cthere goes a person that is concerned about driving a safe car.\u201d<\/p>\n<p dir=\"ltr\">But does branding really work like that in the real world? To find out, we ran a quick, down and dirty study using our social media accounts.\u00a0<\/p>\n<p dir=\"ltr\"><strong>And the survey says\u2026<\/strong> that Volvo is doing a great job of branding. 82% of respondents believed that \u201cpeople buy a Volvo because it\u2019s safe.\u201d\u00a0<\/p>\n<p dir=\"ltr\"><strong>But wait a minute\u2026 <\/strong>an interesting thing must have happened on the way to the dealership because when those same respondents were asked why THEY would BUY a Volvo, the singular <em>buy because it\u2019s a safe<\/em> car message morphed into a far more complex and nuanced set of Brand Relationship Drivers. Specifically:\u00a0<\/p>\n<\/div>\n<div class=\"thrv_wrapper thrv-styled_list tcb-icon-display\" data-icon-code=\"icon-car-crash-solid\" style=\"\" data-css=\"tve-u-17ea18ff1e9\">\n<ul class=\"tcb-styled-list\">\n<li class=\"thrv-styled-list-item\" data-css=\"tve-u-17eb5f8302f\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17eb5f75059\" style=\"\">30% said they wouldn&#8217;t buy a Volvo ever &#8211; ouch.\u00a0<\/span><\/li>\n<li class=\"thrv-styled-list-item\" data-css=\"tve-u-17eb5f8302f\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17eb5f75059\" style=\"\">27% said they&#8217;d buy a Volvo because it&#8217;s safe. And even if you remove the &#8220;wouldn&#8217;t buy&#8221; folks and refactor, only 39% mention safety.\u00a0<\/span><\/li>\n<li class=\"thrv-styled-list-item\" data-css=\"tve-u-17eb5f8302f\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17eb5f75059\" style=\"\">15% said they&#8217;d buy a Volvo because it was reliable.<\/span><\/li>\n<li class=\"thrv-styled-list-item\" data-css=\"tve-u-17eb5f8302f\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17eb5f75059\" style=\"\">The rest of the responses were too varied to tally but included, it&#8217;s style, it&#8217;s boxy (which I guess is a style), price, and prestige.\u00a0<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"thrv_wrapper thrv_text_element\">\n<h2 class=\"\" dir=\"ltr\">What does this mean for brand strategy development today?\u00a0<\/h2>\n<p dir=\"ltr\">In today\u2019s global, multicultural, info-saturated, advertising fueled, social media driven culture, a brand is more than a promise \u2013 it has to be if it hopes to be relevant. Today, a brand is a product or service\u2019s spirit. And a <strong>consumer&#8217;s relationship with a brand is multilayered. <\/strong><\/p>\n<p dir=\"ltr\"><strong>The first and primary layer is the Brand Entity.<\/strong> Unlike a brand promise, a brand entity is the sum total of the brand, not just a singular promise. It is the brand\u2019s primary promise or reason for being its personality, its style, customer service, usage experience, political beliefs, and even its friends (associative brands) all rolled into one defining entity or belief system.\u00a0<\/p>\n<p dir=\"ltr\"><strong>The secondary layer is the Brand Relationship Driver (BRD)<\/strong> \u2013 or as I like to say, the real reason that your consumer actually makes the final decision to buy your product or service.<\/p>\n<p dir=\"ltr\">In this case, the Volvo brand entity (which is what people relate to) primarily stands for safety, the survey suggested that people would choose a Volvo for a lot of reasons other than just a concern for safety.\u00a0<\/p>\n<p dir=\"ltr\"><strong>To map your Brand Relationship Drivers,<\/strong> begin with an open mind and then combine qualitative and quantitative research approaches.\u00a0<\/p>\n<p dir=\"ltr\"><strong>Use qualitative techniques <\/strong>like one-on-one interviews, focus groups, ethnography and the like to understand if you have accurately crafted the Brand Entity and have accurately described the Brand Entities of your Competitor Brands and Associate Brands. Hopefully you have, but if not, then revise the misdefined Brand Entity(ies) accordingly.\u00a0<\/p>\n<p dir=\"ltr\">Next, listen for potential BRDs. Don\u2019t assume anything. You want to know why these people actually buy your product\/service or in the case of a new product\/service, why they buy the category. Chances are, you\u2019ll hear rational vs emotional purchase drivers. Though, that doesn\u2019t exclude emotional drivers, especially with high risk\/reward, luxury or badge brand purchases.<\/p>\n<\/div>\n<div class=\"thrv_wrapper thrv_text_element\" style=\"\" data-css=\"tve-u-17ea19e34a5\">\n<h2 class=\"\" dir=\"ltr\">Then use qualitative approaches to gain statistical verification you have accurately identified:<\/h2>\n<ul class=\"\">\n<li dir=\"ltr\">\n<p dir=\"ltr\" style=\"\" data-css=\"tve-u-17eb5f937f2\">Did you accurately describe the Brand Entity?<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\" style=\"\" data-css=\"tve-u-17eb5f944b4\">Is it meaningful to the consumer in a positive manner?<\/p>\n<\/li>\n<ul>\n<li dir=\"ltr\" style=\"\" data-css=\"tve-u-17eb5f944b6\">\n<p dir=\"ltr\">While Brand Entity alone won\u2019t usually cause a person to buy the product, it certainly can cause them to not buy the product. Create an entity that a consumer dislikes and you can pretty much assure yourself that person won\u2019t buy your product, regardless of the BRDs you advertise.<\/p>\n<\/li>\n<\/ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Are the BRDs identified in the qualitative phase real? Here you\u2019re looking for statistical verification.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Are the BRDs segmentable? Once you\u2019ve identified the statistically verifiable BRDs, you need to cross-tab the research to see if you can reverse engineer a target market.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Are the segments worth talking to? Are the segments big enough to result in a positive return-on-investment? You may have 50 people that buy your product for a specific reason, but if it costs more to reach those 50 than they\u2019ll purchase, don\u2019t bother.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Will talking about one BRD alienate people that respond to another? This is a tricky one. But it\u2019s important because it\u2019s unlikely that you\u2019ll be able to segment your message delivery in such a way as to eliminate all message spill. So if your BRD mapping shows that teens and senior citizens both like your product for different reasons, you\u2019ll need to consider what a teen is going to do if they see a message targeted to the senior citizen and vice versa.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div class=\"thrv_wrapper thrv_text_element\" style=\"\" data-css=\"tve-u-17eb5f9e1a6\">\n<p><strong>The power of the Brand Relationship Driver approach comes from<\/strong> building segmented groups of consumers based on their REASON for buying and creating mini-communications plans around those reasons.<\/p>\n<p dir=\"ltr\">This isn\u2019t terribly different from HBS professor Clayton Christensen\u2019s <em>Jobs to be Done <\/em>framework. Under that framework, brands need to get two things right in order to successfully connect with and co-opt consumers.\u00a0<\/p>\n<ol class=\"\">\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>Consumer personas \u2014 a clear understanding of the consumers.<\/strong> This helps the product designers and the brand team understand and empathize with the people for whom they are building the product. <a href=\"https:\/\/conversedigital.com\/consumer-profile-research\" target=\"_blank\" rel=\"noopener\">Detailed customer personas<\/a> also help the brand team get a grip on the next requirement.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>Use cases <\/strong>\u2014 It\u2019s not sufficient to simply know who the consumers are; a brand team also needs to understand their needs. Every consumer has a use case, a specific need, for which they are buying a product. The brand needs to figure out this use case (or use cases) and position itself as THE best choice to meet that use case.<\/p>\n<p>Here again, our <strong>research validated the theory<\/strong>. We asked respondents to tell us how they make three different dining out decisions. First, if they&#8217;re going to lunch, second, if they&#8217;re dining out on a Tuesday night and third, if they&#8217;re having a romantic dinner. We wanted to know what they&#8217;re primary decision variables were for each use case. <\/p>\n<p>Just look at how the decision variables change for each use case. Personally, I found the last one, Romantic the most interesting because that decision really wasn&#8217;t about what the decider wanted, but what they&#8217;re partner wanted.\u00a0<\/p>\n<\/li>\n<\/ol>\n<\/div>\n<div class=\"thrv_wrapper thrv-styled_list\" data-icon-code=\"icon-silverware-fork-knife-solid\" style=\"\" data-css=\"tve-u-17eb5ff5512\">\n<ul class=\"tcb-styled-list\">\n<li class=\"thrv-styled-list-item\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17eb6000992\" style=\"\"><strong>Lunch Decision Job:<\/strong> get me in and out quickly and secondarily, be close by so I can have minimal travel time<\/span><\/li>\n<li class=\"thrv-styled-list-item\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17eb6000992\" style=\"\"><strong>Mid-Week Dinner Decision Job:<\/strong> Eat something I really like, so it&#8217;s all about food type and menu offering.<\/span><\/li>\n<li class=\"thrv-styled-list-item\"><span class=\"thrv-advanced-inline-text tve_editable tcb-styled-list-icon-text tcb-no-delete tcb-no-save\" data-css=\"tve-u-17eb6000992\" style=\"\"><strong>Romantic Dinner Decision Job:<\/strong> What does my partner want\/favor&#8230; and then are we in the mood for an adventure (try something new) or want confidence that our &#8220;date night&#8221; won&#8217;t be ruined (old standbys).\u00a0<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"thrv_wrapper thrv_text_element\" style=\"\" data-css=\"tve-u-17eb5fa1a58\">\n<p dir=\"ltr\"><strong>Like Brand Relationship Drivers, JTBD focuses on<\/strong> the purchase decision drivers at the moment of truth, and seeks to own those drivers in the consumers\u2019 mind. According to Christensen, this matters <em>because understanding the \u201cjob\u201d for which customers hire a product or service helps innovators more accurately develop products that align with what customers are already trying to accomplish. <\/em><\/p>\n<p dir=\"ltr\">And I\u2019d argue it also makes message creation to those same target audiences so much easier and produces more relevant and actionable marketing.<\/p>\n<\/div>\n<div class=\"thrv_wrapper thrv_text_element\">\n<h2 class=\"\" dir=\"ltr\">Why should you use BRDs?\u00a0<\/h2>\n<p dir=\"ltr\">If you think about it, at its essence, <a href=\"https:\/\/conversedigital.com\/digital-sales-marketing-strategy\/the-psychology-of-selling-and-persuading\" target=\"_blank\" rel=\"noopener\">branding is an irrational consumer response<\/a> to marketing stimuli. Every day, consumers pay a dollar more to get a branded product or service rather than the non-branded or private label product or service.\u00a0<\/p>\n<p dir=\"ltr\">But to keep that gravy train rolling, you have to know WHY that person was willing to pay the extra money to buy your brand. To assume that everyone is buying the brand because of a single brand promise is to ignore the fact that a brand is a complex, multifaceted entity that people form relationships to, but not always for the same reason.<\/p>\n<p dir=\"ltr\">BRD Mapping attempts to solve the branding puzzle leading to increased message relevance and ultimately increased sales.<\/p>\n<p dir=\"ltr\"><strong>But what do you think?<\/strong> Feel free to let me know via comments or drop me a note on Twitter (<a href=\"http:\/\/www.twitter.com\/TomMartin\" target=\"_blank\" rel=\"noopener\">@TomMartin<\/a>). Like the bio says, I do love stiff drinks and good debates!\u00a0<\/p>\n<\/div>\n<div class=\"thrv_wrapper thrv_text_element\">\n<p style=\"text-align: center;\">This post was originally posted on <a href=\"http:\/\/www.conversedigital.com\/\" target=\"_blank\" rel=\"noopener\">Converse Digital<\/a> &#8211; turning conversations into customers. <\/p>\n<\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/conversedigital.com\/content-marketing-strategy\/brand-relationship-drivers\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What do Pantene, McDonald\u2019s and New Coke all have in common? Well\u2026. Pantene spent about $1.2 million on failed advertisements trying to convince women in&#8230;<\/p>\n","protected":false},"author":1,"featured_media":8926,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-8925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Flip Your Customer the BiRD \u2013 The Missing Link Between Branding and Profit - Converse Digital | Digital Sales &amp; Marketing Strategy Agency | Social Selling - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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