Has your brand adapted to the new marketing model?
April 23, 2009 | Lynn Manternach, Ph.D.
The traditional marketing and branding model is changing. The standard model was a "one-to-many” proposition, where you try to get your message to as many people as possible.
A common way to illustrate this is to use a funnel. You capture leads at the wide side of the funnel and end up with a few leads, converting them into customers, at the narrow side. The bigger the funnel, the more sales you get.
Technology is changing this completely. Instead of a "one-to-many” approach, the model is changing to a "one-to-one” approach. As one blogger put it, it’s kind of like you’ve flipped the funnel on its side and are using it as a megaphone. You give your audience your story and the tools to spread it, and they will tell it for you. In other words – it’s all about the customers!
What does this new marketing model mean for branding? Here are some examples:
Instead of creating loyalty to the brand, you are creating loyalty through the brand. Starbucks has perfected this – it’s not as much about the coffee as it is about the place.
Instead of a broadcast model, you spread the word using a peer-to-peer model. Most people, before they make a significant purchase, research it online. The brands that actively participate on forums or web sites, answering questions and addressing concerns are better prepared to build trust with consumers.
Instead of indoctrinating your customers, you are educating them. Consumers crave content that is relevant and provides value. Give them what they are looking for and start a genuine conversation.
Instead of a command & control attitude, you collaborate with your customers. Listen to what your customers are saying and work together to grow and improve your brand.
Instead of targeting passive consumers, you develop active partners. Remember the Doritos promotion that let customers come up with the name of their new flavor?
Instead of focusing on the corporate context, focus on the customer context. Eliminate the word "we” from your vocabulary!
These are just a few of the ways the new marketing model has changed branding. And it’s still changing…
Like fruitcake and ugly sweaters, it's becoming a tradition for many companies to wrangle over whether their seasonal messaging should include "Merry Christmas" or "Happy Holidays."
Sometimes it’s difficult to tell the difference between branding and marketing. The terms are increasingly used interchangeably, which only adds to the confusion. Both are important, but for different reasons. So what is the difference between branding and marketing?
