(Part four of six – read the introduction).
As with people, brand relationships are a two-way thing. However much we like to think we make rational decisions, humans are emotive and social creatures, who naturally identify with certain groups.
Brands have always needed ways to support this emotional decision-making, to give people powerful reasons to join our ‘tribe’. But the traditional idea of brand loyalty, that could be hammered home by repeating an ad slogan on TV, is something that has made brands lazy.
In our socially-driven world, advertising is increasingly seen as a last-resort, or at least a smaller part of the brand-building mix. Geek Squad’s Robert Stephens went as far as saying, “Advertising is a tax on having an unremarkable product.” This kind of one-way conversation becomes less relevant, because people are increasingly interested in getting involved with brands, in making them theirs.
Continue the conversation
Freed from paid media channels, brands are becoming content creators, often with mixed results. But sometimes a brilliant idea spreads way beyond potential customers. Last year, Google explained their recommended approach to content strategy on YouTube: ‘hero, hub & hygiene’. Their favourite case study was Volvo Trucks, whose ‘hero’ Live Test Series included action hero Jean-Claude Van-Damme doing an ‘Epic Split’.
This gets them talked about, associating the brand with something funny, and quite spectacular. The heavy lifting is done by the ‘hub’ content. ‘Brian’s Truck Reports’ are low-budget, informative films, uploaded regularly to Volvo’s YouTube channel.
The hygiene content takes place in the comments below, where people can give their feedback and know it will be listened to. Here, Volvo get a constant stream of interesting and useful dialogue. They can use this to really understand what people want. It feels like a genuine conversation, and it’s a way of sharing your point of view.
In the next post we’ll see why an authentic point of view is important.