introducing emotional branding to ensure success over indifference in institutional relationships

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Introducing Emotional Branding to Ensure Success over Indifference in Institutional Relationships

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Where are we going today?new eyes, new ears…new ideas on how to reconnect with your customers and attract your not-yet-customers

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Some underlying predicates, truths and new ah-ha’s

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What’s going on around us?

NYTimes

“Over the past 10 years we have become the stage for the greatest migration of the past 200 years. We have moved from an industrial economy to a consumption economy.”

+So?

What was the major issue for manufacturers for all of the 19th century and much of the 20th century?

production

What’s changed in 2012?the biggest problem for makers and sellers is not underproduction but overproduction and competition for the consumers’ choices

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Our new reality is consumer democracy and empowerment

+What’s the profound significance of moving from a rational economy to an emotional economy?Harvard Business Review

“In the rapid evolution from a rational economy to an emotional economy. customer satisfaction is out and it is being replaced by customers who want relationships…relationships built on trust”

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Six Sigma to Human Sigma

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Three conditions that affect membership and new client relationships

o - Landscape of Mistrust

- Evolution to emotional economy

- Confusion over branding

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What’s the state of trust in the world?

+Trust Landscape (Mistrust landscape)

World’s temperature

Corporate confidence

U.S. temperature

Regulatory Agencies

+ TRUSTThe Value of Trust = The Return on Influence

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What are the three most significant elements of the emotional economy that are relevant to your business?

RelationshipImagination/VisionTrust

+Curiously…asked 100 of PRSA chapter members…

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How many different answers did I get?

100

+Let’s debrand some branding myths

+A BRAND is not a logo…

Leci n’est pas une brand

+A BRAND is not a slogan…

+A BRAND is not an identity…

+And finally, a BRAND is not a product…

+So, what exactly is a brand?

A brand is the trust consumers put in you, your chapter, your agency or company’s experience

A brand is how someone feels about you or your product/service…NOT how they think about it

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How do we differentiate your client, yourselves, or your agency in this new emotional world?

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Three new paradigms

Share of Heart vs. Share of Mind

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Context before Content

+Push vs. Pull

Push = welcome to the crowd

Pull = creating the conditions for connecting

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“How effectively does your brand integrate emotional connections into your strategy recommendations?”

What did seven CEOs and 11 EVPs and VP say…

+This is what they said…

10% or

less

Disney is pure

emotion

50% We always remind them

There is nothing emotional in

our product, but totally in our relationships

10-20%

Not enoug

h!!!

+ Then we asked…

When you think of your communications folks…what animal comes to mind?

+Identity Chart

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Ten Commandments of Emotional BrandingThou shall connect with people

Share of heart over share of mind

Thou shall only create experiencesProducts fulfill rational needs, experiences fulfill desires

Thou shall lead with context over content

Content with context is often misunderstood and devalued

Thou shall abandon satisfaction and evolve to an exceptional experience

Satisfaction is the floor, not the ceiling

Thou shall aspire to be trusted Being known doesn’t mean that you are

also loved

+ Ten Commandments of Emotional Branding

Thou shall move from identity to protagonist

Identity is rational. Protagonist is about character and your higher purpose

Thou shall evolve from function to feelThe functionality of a product is about

practical or superficial qualities…feel is about a trusted experience

Thou shall not sell to the sell…create the conditions for the buy

Create the pull…push is yesterday

Though shall only communicate OIVSIOConsumer behavior results from listening vs. Hearing

From services to relationshipService is selling. Relationship is

acknowledgement of loyalty

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New Customers?New Clients?

So, “what’s

missing?”

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What don’t we know?

Where from here?

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Connecting your brand to people

Ok, let’s put this into

practice

+Drivers for Clients

Business Acumen

Emotionally fluent

Deploy the power of Socrates

Simplicity and clarity

Creativity

High Touch

Trust (trust equation)

Values aligned

Eyes and Ears

Likeability

Moment definition

Rational Drivers Emotional Drivers

+ Five Connection Building

Strategies

Make frequent deposits into the goodwill, trust and reputation bank

Trust is a precondition of loyalty • choices• trial• word of mouth

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Create your brand dialogue (or theirs)

Storytelling helping us to share our knowledge with context and emotion

•Uncovering the hidden emotional connection

• Listening vs. hearing

• Become a ‘life’ partner• •Speak in word pictures

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What do clients need us for?

RevealMapNavigate

+Can you pass the focus test?

The Focus Test:

1.Who are you?________________________

2.What do you do? _____________________

3.What does it matter? _________________

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And, even more importantly…can you pass these three critical tests?

ProtagonistExperienceRelationship

What are you the protagonist for?

+Sh*t happens…decisions are a choice

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Some closing words on trust

Be accountable—Life’s two realities. Choice and principles.

Nothing replaces integrity—The time is always right, to do what is right

Consistent reliability—The reliability of the people giving you the facts are as important as the facts themselves

Let go and achieve intimacy—It is not time or opportunity that determines trust. Seven years would be insufficient for some people to know each other…others, seven hours would be enough

+So, at the end of the day…what do we take away today?

Trust changes everything…why?

because it’s the only thing that means everything!”

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Thank You

Alan HilburgHilburgAssociatesalan@hilburgassociates.com703.615.3621 (24/7 really)