Graham D Brown http://www.grahamdbrown.com Marketing Strategies, Customer Experience and Consumer Psychology Mon, 15 Dec 2014 06:39:58 +0000 en-US hourly 1 Marketing Strategies, Customer Experience and Consumer Psychology Graham D Brown no Marketing Strategies, Customer Experience and Consumer Psychology Graham D Brown http://www.grahamdbrown.com/wp-content/uploads/2014/09/rsz_insideoutradio.jpg http://www.grahamdbrown.com Pepsi Tastes Better but Doesn’t Sell Better: The Cola Effect and the Power of Brand Storytelling http://www.grahamdbrown.com/cola-effect-power-brand-storytelling/ http://www.grahamdbrown.com/cola-effect-power-brand-storytelling/#respond Mon, 08 Dec 2014 15:00:40 +0000 http://www.grahamdbrown.com/?p=4663

By: Beverley Goodwin

Yes, Pepsi Tastes Better

In the late 80s, Pepsi launched a full frontal attack on its arch-rival Coke.

While Pepsi was always going to be the challenger brand and not carry the moniker of Americana that Coke enjoyed, it actually tastes better.

In fact, the Pepsi Challenge showed us how much better Pepsi tasted. In blind taste tests, more than 70% of people chose Pepsi. When the commercials ran the cola “reveal” the expressions on the faces of the subjects summed it up: complete surprise. Pepsi tastes better? Why am I drinking Coke? Their advertising was quick to point out that we had been hoodwinked into buying an inferior cola, Coke, for more than 50 years. Time to choose the superior brand.

Then, Why Doesn’t Pepsi Sell Better?

But when it came to the moment of truth, purchase, 70% of people didn’t choose Pepsi over Coke. In fact, Coke outsells Pepsi by a long margin. So, if it was a better product, why aren’t more people buying Pepsi than Coke?

The reason Coke outsells Pepsi, as author Seth Godin points out, is because “people drink the can, not the soda.”

Definition: Context is the part of a written or spoken statement that precede or follow a specific word or passage, usually influencing its meaning or effect e.g: You have misinterpreted my remark because you took it out of context.

In marketing, context means the story or expectation of a brand or product that shapes how you actually experience the brand or product as a consumer.

Understand Content vs Context

Let me explain.

Psychologists repeated the Pepsi Challenge in a non-commercial setting in the 1990s and found similar results. When presented with a choice between two unbranded colas, people opted for the one that was Pepsi. But, rather than conclude the experiment there, they were keen to test the hypothesis that our sensation of taste is influenced by expectation.

They found that when they repeated the taste tests but told subjects beforehand which cola they were drinking, the results were vastly different. People said they preferred the taste of Coke to Pepsi by a margin of 4:1

Simply telling people which cola they were drinking actually changed their reality. The physical taste itself didn’t change but our perceptions of that taste did.

You see, we have expectations about Pepsi and Coke drilled into us from an early age. We’ve seen the advertising. We recall the jingles. We know the backstories. Years of priming form a narrative about each cola that eventually shapes our experiences of them.

Yes, Pepsi tastes better but Coke tells a better story.

The Cola Effect explains the power of branding.

CONTENT vs CONTEXT BRANDING

CONTENT CONTEXT
What is it? Product, What we buy Social Package, Why we buy
Drivers Logic Emotion
Examples Price, Touchscreen, Keyboards, Offers, Design Need to belong, need to be significant
How do we sell it? Features Benefits
Marketing tools Advertising, campaigns, sponsorships, celebrities, PR Communities, social programs, events, projects
Touchpoints After the purchase & exists only during direct interaction with the product Starts before the purchase, exists even when not interacting with the product, lasts way beyond the end of product usage

Stories Shape Our Experience of Brands

Anonymous cola X doesn’t taste so good, but when we discover that X is actually Coke, the taste magically improves.

Imagine how this impacts everything you consume: from cars to clothes to smartphones.

The Cola Effect shapes the value of every product we market or consume. To think that we buy products purely on the basis of product quality is a fallacy. Remember, blind taste tests are only any good if you have blind customers.

But that doesn’t stop Pepsi still thinking it tastes better (see latest videos below). The Pepsi Challenge is “back and bigger than ever!”

Oh dear…

So back to the real world; what is it, exactly, that shapes our brand experience?

Marketers: Learn How to Tell Stories in the Social Era

Sign up to my Digital Ape newsletter today and get a free sample of this book "Brand Democracy: How to Tell Stories in the Social Era". Plus, get weekly updates on the latest marketing trends.

Click Here to Get the Sample PDF
Brand Democracy Book Graham Brown

Stories Create Brand Value

This is the why of branding.

Brands that touch our emotions and make us feel something are the ones that we place a higher value on. Starbucks coffee, for example, may not be as good as the local coffee store next door but it’s able to charge 40% more than the next guy because of the story it tells. The Starbucks brand makes the coffee taste better.

In the Starbucks example, the why is feeling we get from walking into the coffee store. It’s not just the sights, sounds and smells but the whole backstory of brand narratives and expectations that shape our experience. At some point we have watched “Friends”, thought fondly of Seattle or heard about Howard Schultz’s epiphany journey to Italy where he watched baristas artistically make coffee with love.

Starbucks doesn’t focus on making a better tasting coffee, there are a thousand coffee stores out there that are more artisan and more personal. What Starbucks focuses on doing is telling a better story.

Brand Democracy: The Presentation

customer hero brand storytelling

Find Out More About Brand Democracy

What is Brand Democracy?

Brand Democracy is a bottom-up approach to marketing practiced by brands like GoPro, Zappos, Instagram, Lego and Monster Energy Drinks. Where brand management focuses on top-down brand positioning, Brand Democracy seeks to create the brand through customer conversations and interactions. Rather than managing the brand, the company curates this peer-to-peer communication by giving customers tools and a platform to share their individual stories.

Brands Mentioned in The Guide

Air New Zealand, Apple, BBDO, Burger King NZ, Coke, DeBeers, Facebook, Federal Credit Union, Goldman Sachs, GoPro, Harry Potter, IBM, Instagram, JP Morgan, KFC Philippines, Kodak, Lego, Mastercard, Max India, Microsoft, Minecraft, Monster Energy, MTV, Nokia, Pepsi, South West Airlines, Starbucks, Star Trek, USDA Forest & Parks Service, Youtube, Zappos.

Get the Complete Brand Democracy Guide: PDF, Audiobook + Presentation

Brand Democracy Book Graham Brown

What's Inside the Complete Guide?

* 100 Page PDF book for your computer or tablet (value $17)
* 1hr 38min Audiobook for your smartphone, desktop or car (value $27)
* Presentation to share with colleagues and use in your own marketing material (value $95)





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How to Create Brand Conversations like Lego http://www.grahamdbrown.com/create-brand-conversations-lego/ http://www.grahamdbrown.com/create-brand-conversations-lego/#respond Sun, 07 Dec 2014 01:02:27 +0000 http://www.grahamdbrown.com/?p=5421

By: Betsy Weber

If you want to create conversations, you need to turn customers into stories.

If you want to turn customers into stories, you need to get your teams out there.

And if you want to get your teams out there then you, the leader, need to lead by example.

Lego’s success has little to do with the physical nature of the product and everything to do with how the leaders create a culture of Brand Democracy starting at the top.

How difficult, after all, is it to copy a plastic brick? Indeed, there are many cheaper Chinese competitors on the market, but only one Lego. Lego’s success has everything to do with their story. Moreover, it’s the ability Lego gives people like Finch to tell their story.

By getting out there, Lego doesn’t just second-guess what stories people want to tell or how they want to tell them. They know. When Lego wants to produce new sets, it doesn’t assign the market research to the agency, it invites fans to express their own opinions on platforms like ReBrick or LegoIdeas. When Lego licenses premium brands like Star Wars and Harry Potter it does so not to create the finished product for customers but the starting point for their stories.

CEO Knudstrop knew that no matter how big the names they worked with, the most important story being told was that of the customer.

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How Lego Creates Fan Ecosystems http://www.grahamdbrown.com/lego-creates-fan-ecosystems/ http://www.grahamdbrown.com/lego-creates-fan-ecosystems/#respond Sat, 06 Dec 2014 00:47:22 +0000 http://www.grahamdbrown.com/?p=5415

By: Cirofono

Minecraft + Lego?

Could there be a better symbiotic relationship out there between the marriage of offline and online blocks?

In the Lego model, it’s likely that a lot of the managers would actually love Minecraft too. Their children play Minecraft. They empathize with the stories of “crafties” because they’re out there talking to people like them on a daily basis.

Lego Minecraft, created by Mojang, was one of the first breakthrough projects submitted to the Ideas website. With over 10,000 upvotes, Minecraft has 3,000+ comments and over 1 million views. Mojang is the owner of the Minecraft franchise and throwing its weight behind the Lego website, Mojang brought with it a plug-n-play fan base of millions.

This is Brand Democracy at work.

Comments include:

“I am so going to buy this!”
And,
“I like Minecraft, too. You are right, Lego and Minecraft were meant to be together.”
And,
“hey mojang im just saying I think there shoud be rabbits and ender dragon spawn eggs in the next update”

The last point is perhaps the most relevant.

Everybody gets their say.

You may not agree with the customer stories being told but, like Lego, you have to be cool with it.

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Stories Create Connectivity http://www.grahamdbrown.com/stories-create-connectivity/ http://www.grahamdbrown.com/stories-create-connectivity/#respond Fri, 05 Dec 2014 00:35:50 +0000 http://www.grahamdbrown.com/?p=5409 stories create connectivity

Stories Create Connectivity.

In marketing and in life, stories connect us.

Think about how the story of being American connects people every year on September 11th.

Think about how the story of The Pepsi Generation connected young people across the world for the best part of 50 years.

Stories are powerful forms of communication that help people connect with each other. That’s why we, as marketers, need to use our stories not to interrupt but to help http://www.grahamdbrown.com/?p=5412 Users vs People marketing

Users use.

Consumers consume.

Customers buy.

People… well, live.

There are only 2 industries that talk about people as “users”: marketing and drug dealers. It doesn’t bode well to empathize with the people we are trying to connect with when all we can see them as, are “users” of our products.

Brand Democracy, however, is about giving everyone a voice and that means if we are to stay relevant as an organization serving those people, we need to change how we think about them.

Marketers: Learn How to Tell Stories in the Social Era

Sign up to my Digital Ape newsletter today and get a free sample of this book "Brand Democracy: How to Tell Stories in the Social Era". Plus, get weekly updates on the latest marketing trends.

Click Here to Get the Sample PDF
Brand Democracy Book Graham Brown

Brand Democracy: The Presentation

customer hero brand storytelling

Find Out More About Brand Democracy

What is Brand Democracy?

Brand Democracy is a bottom-up approach to marketing practiced by brands like GoPro, Zappos, Instagram, Lego and Monster Energy Drinks. Where brand management focuses on top-down brand positioning, Brand Democracy seeks to create the brand through customer conversations and interactions. Rather than managing the brand, the company curates this peer-to-peer communication by giving customers tools and a platform to share their individual stories.

Brands Mentioned in The Guide

Air New Zealand, Apple, BBDO, Burger King NZ, Coke, DeBeers, Facebook, Federal Credit Union, Goldman Sachs, GoPro, Harry Potter, IBM, Instagram, JP Morgan, KFC Philippines, Kodak, Lego, Mastercard, Max India, Microsoft, Minecraft, Monster Energy, MTV, Nokia, Pepsi, South West Airlines, Starbucks, Star Trek, USDA Forest & Parks Service, Youtube, Zappos.

Get the Complete Brand Democracy Guide: PDF, Audiobook + Presentation

Brand Democracy Book Graham Brown

What's Inside the Complete Guide?

* 100 Page PDF book for your computer or tablet (value $17)
* 1hr 38min Audiobook for your smartphone, desktop or car (value $27)
* Presentation to share with colleagues and use in your own marketing material (value $95)





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Marketers: How will you release the customer’s inner hero? http://www.grahamdbrown.com/marketers-will-release-customers-inner-hero/ http://www.grahamdbrown.com/marketers-will-release-customers-inner-hero/#respond Wed, 03 Dec 2014 00:25:13 +0000 http://www.grahamdbrown.com/?p=5406 how will you release their inner hero

Marketers: How will you release the customer’s inner hero?

In this era of Brand Democracy, we turn to customers as key storytellers in maintaining brand conversations. And to do this, we need to make the customer the hero of the story. We’ll achieve that not with choices in media but choices in mindset.

Our challenge isn’t to make people aware of our marketing, but to make people miss it when it’s not there.

Marketers: Learn How to Tell Stories in the Social Era

Sign up to my Digital Ape newsletter today and get a free sample of this book "Brand Democracy: How to Tell Stories in the Social Era". Plus, get weekly updates on the latest marketing trends.

Click Here to Get the Sample PDF
Brand Democracy Book Graham Brown

Brand Democracy: The Presentation

customer hero brand storytelling

Find Out More About Brand Democracy

What is Brand Democracy?

Brand Democracy is a bottom-up approach to marketing practiced by brands like GoPro, Zappos, Instagram, Lego and Monster Energy Drinks. Where brand management focuses on top-down brand positioning, Brand Democracy seeks to create the brand through customer conversations and interactions. Rather than managing the brand, the company curates this peer-to-peer communication by giving customers tools and a platform to share their individual stories.

Brands Mentioned in The Guide

Air New Zealand, Apple, BBDO, Burger King NZ, Coke, DeBeers, Facebook, Federal Credit Union, Goldman Sachs, GoPro, Harry Potter, IBM, Instagram, JP Morgan, KFC Philippines, Kodak, Lego, Mastercard, Max India, Microsoft, Minecraft, Monster Energy, MTV, Nokia, Pepsi, South West Airlines, Starbucks, Star Trek, USDA Forest & Parks Service, Youtube, Zappos.

Get the Complete Brand Democracy Guide: PDF, Audiobook + Presentation

Brand Democracy Book Graham Brown

What's Inside the Complete Guide?

* 100 Page PDF book for your computer or tablet (value $17)
* 1hr 38min Audiobook for your smartphone, desktop or car (value $27)
* Presentation to share with colleagues and use in your own marketing material (value $95)





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Brands are no more than the stories we tell http://www.grahamdbrown.com/brands-stories-tell/ http://www.grahamdbrown.com/brands-stories-tell/#respond Tue, 02 Dec 2014 00:20:47 +0000 http://www.grahamdbrown.com/?p=5404 brands are no more than the stories we tell - brand democracy

Brands are no more than the stories we tell.

Forget brand equity, big ideas or official brand narratives for a minute.

Step into the shoes of the customer.

Here in this world with its shortage of attention and dearth of advertising messages, you’ll find that customers are increasingly focusing only on each other and the stories they are a part of.

In this era of Brand Democracy, the whole concept of branding is changing from one defined by brands and creative agencies to ones defined by customer conversations on a daily basis.

Brands can’t be Managed. Brands Happen.

Marketers: Learn How to Tell Stories in the Social Era

Sign up to my Digital Ape newsletter today and get a free sample of this book "Brand Democracy: How to Tell Stories in the Social Era". Plus, get weekly updates on the latest marketing trends.

Click Here to Get the Sample PDF
Brand Democracy Book Graham Brown

Brand Democracy: The Presentation

customer hero brand storytelling

Find Out More About Brand Democracy

What is Brand Democracy?

Brand Democracy is a bottom-up approach to marketing practiced by brands like GoPro, Zappos, Instagram, Lego and Monster Energy Drinks. Where brand management focuses on top-down brand positioning, Brand Democracy seeks to create the brand through customer conversations and interactions. Rather than managing the brand, the company curates this peer-to-peer communication by giving customers tools and a platform to share their individual stories.

Brands Mentioned in The Guide

Air New Zealand, Apple, BBDO, Burger King NZ, Coke, DeBeers, Facebook, Federal Credit Union, Goldman Sachs, GoPro, Harry Potter, IBM, Instagram, JP Morgan, KFC Philippines, Kodak, Lego, Mastercard, Max India, Microsoft, Minecraft, Monster Energy, MTV, Nokia, Pepsi, South West Airlines, Starbucks, Star Trek, USDA Forest & Parks Service, Youtube, Zappos.

Get the Complete Brand Democracy Guide: PDF, Audiobook + Presentation

Brand Democracy Book Graham Brown

What's Inside the Complete Guide?

* 100 Page PDF book for your computer or tablet (value $17)
* 1hr 38min Audiobook for your smartphone, desktop or car (value $27)
* Presentation to share with colleagues and use in your own marketing material (value $95)





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Respect the Stories Fan Tell About Your Brands http://www.grahamdbrown.com/respect-stories-fan-tell-brands/ http://www.grahamdbrown.com/respect-stories-fan-tell-brands/#respond Sun, 30 Nov 2014 17:53:16 +0000 http://www.grahamdbrown.com/?p=5418 Why should Nokia care about the 3310 when the world has moved on?

Because, in that world there are still countless homages to this Indestructible Nokia 3310. On Youtube alone there are 66,000 videos about this “genetic throwback” celebrating its resilience and indestructible nature:

* Drop tests
* Will it blend?
* Why Nokia 3310 is better than the iPhone 6
* Nokia 3310 vs Armor Piercing 50 cal rounds
* Nokia 3310 crash test
* Nokia 3310 coca cola test
* Nokia 3310 pepsi test
* Nokia 3310: a brief history of the indestructible phone
* Axe vs Nokia 3310: how tough is tough?
* Nokia 3310 bat and wall impact
* Microwaving my new Nokia 3310

None of these videos are sponsored by, or produced by, Nokia. All the video are created by customers, ex-customers and enthusiasts.

The shift from Brand Management to Brand Democracy, today, means putting those inner heroes on that platform and giving the storytellers all the tools they need to keep that conversation going.

Official brand narratives need to support and emphasize these unofficial stories rather than deny or overwrite them; because today brands are no more than the stories told by customers on a daily basis.

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We need to curate not control http://www.grahamdbrown.com/need-curate-control/ http://www.grahamdbrown.com/need-curate-control/#respond Sun, 30 Nov 2014 00:17:25 +0000 http://www.grahamdbrown.com/?p=5402 curate not control the brand conversation

We need to curate not control.

Control:
* Brand Management
* One-to-One or One-to-Many
* Big Ideas / ad campaigns
* Tightly managed brands
* Monolithic brand narratives
* Telling the story about the brand

Curation:
* Brand Democracy
* Many-to-Many
* Small Ideas / everyday conversations
* Giving customers the tools to tell their own story
* Allow brand to happen
* Empowering customers to tell their own stories

In the era of Brand Democracy, control no longer works. The days of tightly managed brands are over.

We are learning how to curate customer conversations. Not about brands but about themselves. The good news is that curation is a powerful tool: content, influence, conversation. Just imagine what curation can do for your brand.

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Every customer has a story to tell http://www.grahamdbrown.com/every-customer-story-tell/ http://www.grahamdbrown.com/every-customer-story-tell/#respond Sat, 29 Nov 2014 00:14:38 +0000 http://www.grahamdbrown.com/?p=5394 every customer has a story to tell

Every customer has a story to tell.

In the Era of Brand Democracy we find companies sitting on top of a goldmine of content, influence and creativity. It’s out there in the form of customer narratives.

These are the conversations we can no longer manage but the conversations we need to curate.

Why spend millions commissioning agencies when you can get the customer to do the heavy lifting for you? The good news is that in this new marketing normal, you can win by letting go.

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