Posts Tagged 'planning for the future'



it’s all about the benefits

I couldn’t resist sharing this great example of how to bring a brand’s core benefit to life.

As we’ve seen before, Cadbury Dairy Milk is all about little moments of everyday happiness.

This short film brings the simple beauty of that benefit to life, with every single frame delivering ‘a glass and a half full of joy’:

Thanks to Simon for sharing the video.

planning for the future (2): use communications to deliver value

add value to everything

In yesterday’s introduction to planning for the future, we saw that planning is evolving into:

The process of identifying the most relevant and engaging times and places to deliver specific brand benefits, and the most efficient and effective ways to deliver those benefits in that context.

The first step in this evolution involves a fundamental shift in how we view brand communications.

Rather than merely promoting other forms of value delivery like products, brand communications can become a viable means to deliver benefits of their own.

Rationale

People don’t actually buy products or brands; they buy things that enable them to achieve specific aims.

As a consequence, brands that help people to achieve their aims more comprehensively are more attractive, and therefore more valuable.

Planning can help add to this value by enabling brands to create more opportunities to satisfy.

Our challenge is to turn every single interaction – including communications – into an opportunity to help people achieve their aims.

Nike already champions this approach.

It understands that people don’t buy ‘sportswear’; they buy things that enable them to participate in sporting activities.

So the brand focuses on creating more opportunities for people to enjoy those activities.

Run London is a great example, creating deeper engagement not just with the brand, but also with running:

Run London doesn’t just build engagement either: over 30,000 participants pay to take part, and the event generates more than £1million in revenue.

Given this, it’s easy to understand why Nike employs the same approach in football with Joga3, and in fitness with the Rockstar Workout.

Benefit

When everything a brand does helps people to satisfy their wants, needs, and desires, it becomes a much more valuable part of their lives.

Action

Identify the core benefit that your brand offers, and then identify ways to deliver it through every interaction – including communications.

planning for the future

hearts and minds

Planning is the process of identifying the most efficient and effective ways for brands to share the things they want with the people that matter to them most.

Until recently, that has translated into identifying the most compelling ‘big brand ideas’, and then broadcasting them to apparently homogeneous audiences through conventional mass-media.

However, this approach no longer delivers the results we need.

Contrary to the laments of the media industry, this is not because attention has become more scarce; indeed, people actually have more free time now than they used to.

The real issue is that people have more opportunities to participate in a wider variety of activities, and unsurprisingly, they are choosing to focus their attention on those activities which offer them the greatest rewards.

In place of some of the time they used to spend ‘fire gazing’ – escaping the boredom and drudgery of everyday life – people are increasingly harnessing their cognitive surplus to learn and grow.

This more varied behaviour means that ‘audiences’ are increasingly dispersed: fewer people are doing the same thing at the same time, and mass-media are increasingly less ‘mass’ as a result.

However, this actually presents more opportunities than it does problems.

Rather than simply interrupting people’s escapism, we now have greater scope to get involved and make their lives better.

But, in order to achieve this, we need to rethink our approach to brand communications.

We need to move away from planning that centres on people’s ‘media habits’, and focus instead on the things that people are trying to achieve through those habits.

In other words, we need to ask why people do what they do, not just what they do.

Once we understand people’s motivations, we’ll find it much easier to find more relevant roles for our brands:

If people want passive entertainment, how can we help with that?

If they want to learn something new, what role can we play?

If they have a challenge, how can we help them solve it?

Brand communications can evolve into a means to deliver actual value, rather than simply a means to promote other forms of value delivery.

The benefit offered can be as simple as passive entertainment, but interactive experiences, education, and even corporate social responsibility (CSR) hold even greater potential.

In line with this evolving quest for people’s hearts and minds, planning’s role needs to evolve too, becoming

The process of identifying the most relevant and engaging times and places to deliver specific brand benefits, and the most efficient and effective ways to deliver those benefits in that context.

Over the next few days, I’ll share some ideas that can help make that future a reality.





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