Emotion-Led Marketing: Why a brand exists beyond the products and services it sells.

first_imgWhen marketers talk to customers, a lot of effort goes into the details of features and pricing. Emotion-led marketing is the idea that generating an emotional connection with your brand will yield longer term loyalty and profits.This holiday season, several companies have debuted commercials that as People puts it “make you feel all the feels.” But, if this approach is so great then why doesn’t everybody do it all year-round?The truth is that triangulating specific psychological attributes that construct value in the customer’s mind is demanding. There are organizational insights and brand identity challenges that need to be solved first.I’ve had the opportunity to broach this subject from many hats: as a product developer, operations and brand manager, among others in 13+ years at Dell and Alienware.I have been witness to successful shifts towards more focus on purpose and emotional-led marketing. In every implementation, I saw challenges: attributing marketing efforts to results, a balanced approach of promotion/emotion and having clarity on the reason for being.  Brands that truly connect with customers tend to behave like expert conversationalists.Here are three major challenges and recommendations for shaping brands at the emotional-level in 2016-2017.Challenge 1: Attribution – the culture of “hit the goals now,” or, the preconceived notion that marketers need to focus on pricing, otherwise it will not convert into sales.As brand manager, I delivered training to sales teams on new products being launched. Here is feedback I found contradictory at first.“We can read what the specs and prices are, but you’re not telling us what Dell is about, what our angle is or who the customer is.”“Why are we talking about colors and feelings?”Recommendation: Value map your features vs. customer needs in plain language.In the end it was not a contradiction. Ben Franklin was reputed to be a polite and engaging communicator, never making people feel “less than” and taking genuine interest in their passions. The sales and local marketing teams wanted a clear context of our identity so they could have those “Ben Franklin” conversations with the customers. It is important to create a brand and customer pocketbook with the full context of your customer, focusing on benefits rather than features and customers use cases instead of specifications.Challenge 2: From promotion to emotion, or, internal benefits I want.Pinning down psychological values as perceived by the customer is complicated. Attributes like quality, peace of mind, motivation, accomplishment, reliability, variety, innovation and wellness are just a few of the many values and emotions that companies like Bain, Mckinsey, Forrester and CEB track regularly. These customer values should be leveraged and monitored regularly. Identifying the right values helps unify work efforts.Recommendation – Develop data centric customer focus by building an insights engine.Just like in a polite conversation, listening is a fundamental to being relevant and beneficial. Conducting research, deriving insights and synthesizing conclusions is a form of corporate listening. Sometimes entrepreneurs intuitively know their customers and at the beginning don’t need a data-driven approach to understanding what their audience wants. This was the case during my tenure with early days Alienware – we inherently understood and listened to our community; however, scaling and replicating over time required a more systemic approach. To do that in a product development role, we built an insights engine, gathering a 360-degree view of research, including business metrics, customer feedback, market-landscape and world trends.Challenge 3: Identity crisis – Clearly defining your brand promise and personality.Conveying and connecting with authenticity requires that a brand or marketer be clearly self-aware of what they stand for and how they are currently perceived. To be yourself, you need to know yourself and how you’re perceived. Simon Sinek said, “Companies and brands should be able to answer why. Why is not about making money. That’s a result. Why is the purpose, the core beliefs? It’s the very reason the organization exists.”In Dell’s manager Marketing Rotation Program, we go through a personal branding exercise that asks us to identify what is strong in us, what is expected of us and where we need to improve. The challenge lies in asking how you are perceived. This can produce tough feedback. Building an action plan to address this requires effort and is often de-prioritized by organizations.Recommendation – Develop a creed, not a slogan.In the XPS product team we worked on building a message that authentically reflected who we are and why we are in a way that inspires and aligns teams to our ultimate goal. The core team working on this realized the single most important output we needed was a creed, a sentence that could be articulated into visuals, designs and go-to-market plans. It took us six months of observing world trends, gathering research, listening to internal and external feedback and taking honest inventory of:What were we known for?What do we want to be known for?What is the industry standard?What is the investment and benefit on bridging the gap?We discovered strengths we were unaware of and found areas we needed to work on.It is an exciting time as authentic and deeply rooted brands are at a competitive advantage and can yield higher revenues and price premiums.Aim to derive a clear creed that aligns your internal teams more so than a fancy external tagline.Above all become a polite conversationalist by channeling your inner Ben Franklin.Talk about them not youListen more than you talkBe authenticlast_img read more

Activists stage picket vs ‘criminalization’ of dissent

first_imgMemorandum Order No. 32 enforced a “defacto martial rule” and has “exceeded previous regimes in terms of human rightsviolations,” said Forro. Activists in Iloilo City protest what they describe as “de facto martial rule” in Negros Island, Samar and the Bicol Region due to President Rodrigo Duterte’s Memorandum Order No. 32 that bolsters the deployment of government troops in the three areas wrecked by violence. IAN PAUL CORDERO/PN Bayan Panay demanded the scrapping ofthe memo “together with other policies that continue to criminalize dissentslike Executive Order 70 which targets democratic organizations throughprofiling, denial of government service, harassment, and intimidations.” Memorandum Order No. 32 was issued inNovember last year. “These acts are within the metes andbounds of our democratic rights enshrined in the Constitution and fall far frombeing considered as criminal acts,” stressed Forro./PN According to Elmer Forro, secretarygeneral of Bayan Panay, the memo resulted to bloody operations of governmenttroops primarily targeting activists for a year now. The recent Oct. 31 mass arrests ofactivists in Bacolod City and Negros Occ. was a result of Memorandum Order No.32, he added.center_img ILOILO City – Cause-oriented groupBagong Alyansang Makabayan (Bayan Panay) staged a picket in front of CampDelgado, headquarters of the Police Regional Office 6 (PRO-6), to protestMemorandum Order No. 32 from President Rodrigo Duterte ordering the deploymentof more troops to Negros Island, Samar and the Bicol Region. “Search warrants were irregularlyissued and resulted in hundreds of arrests and killings, particularly inNegros,” said Forro during the Nov. 22 picket. Executive Order 70 issued by thePresident in December 2018 institutionalized the “whole-of-nation approach” incombatting insurgency. Its rationale is: Neither the Armed Forces nor any lawenforcement squad alone can conquer insurgence. All agencies aboard should doits share in ending communist insurgency across the country. The support of allstakeholders must be enlisted. According to Forro, however,anti-people policies such as rice liberalization, oil deregulation, jeepneyphaseout, labor contractualization, privatization of basic social services andutilities, and low wages, among others, are what is pushing the people todissent. Citing data from human rights allianceKarapatan, Forro said political prisoners in Negros reached 91 whileextrajudicial killings of farmers and human rights lawyers climbed to 89.last_img read more

Gerrard buoyed by Reds new-boys

first_img Press Association He added: “There are some exciting names in there so everyone is excited.” While the likes of Alberto and Aspas may not be well-known names in England, Gerrard has full confidence in the manager and his backroom staff. “I know very little about them, but I have a lot belief and confidence in Brendan and the scouting department that they are going to make the right decisions and I have seen bits and bobs of the new signings we have made,” he added. “I am really looking forward to getting back to work next week and seeing what the new players have got to offer and see if they can help strengthen our squad to put in a better fight for a top-four finish.” Liverpool captain Steven Gerrard is excited by the club’s quartet of new signings and hopes they will improve the Reds’ chances of returning to the Champions League.center_img Manager Brendan Rodgers has already done deals for Manchester City defender Kolo Toure, Sevilla midfielder Luis Alberto, Celta Vigo forward Iago Aspas and Sunderland goalkeeper Simon Mignolet. “I’m really looking forward to getting started, especially with the news of us making a few signings,” Gerrard told LFC TV. “It’s always important to get faces in as soon as possible; they can get a full pre-season under their belt, get to know the lads and how the manager wants to play.” last_img read more

Cricket News Hardik Pandya centre of social media outrage YET AGAIN!

first_imgNew Delhi: Indian all-rounder Hardik Pandya, who had a disappointing tour of England, faced social media backlash after he posted a photograph on his Instagram handle after returning back to India. The Virat Kohli-led India faced a crushing 4-1 defeat against England. While many are considering that the Test series was not at all a one-sided affair, the numbers don’t lie. The fans instantly started to criticise the flamboyant all-rounder after he posted the photograph. Hardik Pandya’s post garnered nearly 3500 comments, with the maximum of them lashing out at the Baroda cricketer for the dull outing in which he managed to score 22, 31, 11, 26, 18, 52*, 4 with the bat, while picking up 10 wickets with the red cherry.The younger Pandya was dropped for the fifth and final Test as debutant Hanuma Vihari got the chance to show his talent. However, India were unable to the table as England completed a 4-1 rout after a thumping 118 runs victory at the Oval. ALSO READ: Asia Cup 2018: India’s probable lineup against PakistanThe 24-year-old Mumbai Indians all-rounder took to photo-blogging platform Instagram to share his photograph after returning back to India.“Back to India 🇮🇳 gutted with the result but it was a well-fought series and good to be back home for couple of days before we fly again for Asia cup in few days time !” he captioned the photograph. “You should be dropped from the Indian team forever,” commented one fan. “No need to fly for Asia cup as you are not capable of playing cricket overseas, so don’t waste your time and country’s money,” commented another fan.“Survives only because of his luck …worst all-rounder in Indian cricket’s history,” read another comment.ALSO READ: Asia Cup 2018: Indian cricket team’s home base shifted; venue changedHardik Pandya’s post has already notched up 4,17,897 likes on Instagram.The flashy all-rounder, who was recently compared to World Cup winning skipper Kapil Dev is part of the Indian squad for the Asia Cup 2018 and would love to capture the hearts of the fans once again.The Asia Cup 2018 starts from September 15, 2018. For all the Latest Sports News News, Cricket News News, Download News Nation Android and iOS Mobile Apps.last_img read more