Category: Marketing

I said it once, I’ll say it again: consumers want their favorite brands to have a purpose beyond just selling products and making a profit. They also want companies to be honest and transparent, and to follow through on commitments to the planet or society as a whole. Today, brands are being held to higher ethical standards due to the dramatic shift in the public’s perception of “sustainability” from a hippie problem to a corporate one. In other words, corporate responsibility is more than just a phrase and is starting to mean something real, instead of being just another buzzword. And for customers, actions speak louder than words.

In the last several years, technology has created more aware consumers that look for consistently new brand content (website, video, audio, social media, etc.). A brand with a purpose outside of just hawking its product has the opportunity to create a variety of mission and brand-related content to engage its customers even further than it could with purely sales-related content. Modern consumers have the opportunity, through digital media, to be constantly aware of the actions, or inactions, of a certain company, whether directors and executives want them to be or not.

Those crazy, do-good Millennials are a major driving force behind the sustainability in industry movement. They want to place their trust and their money, behind a company that is doing good things in the world. Brands that have a concrete “brand purpose” adds meaning and trustworthiness to their brand and their products, which allows customers to connect on an emotional level. Having a common purpose unites people and gives them the confidence their actions and spending contribute to society in a positive way. This, in turn, differentiates brands with a strong purpose and helps to create brand loyalty (and better sales) during a time when companies are competing fiercely for profits. Brands that have a concrete purpose can help attract new talent to companies as well; according to a 2015 study by Harvard Business Review and Ernst and Young, companies with a clear sense of purpose enjoy improved employee satisfaction and can innovate and transform better for their customers.

So, find something that you are passionate about and find a way to make a difference through your company! The project could be anything from environmental responsibility to making sure underserved people have shoes to wear (like TOMS). Your project just needs to be something that actually needs improving in the world. Keep authenticity at the heart of your initiative and always strive to maintain integrity throughout the program, because people HATE when you lie to them.

Sources:

Here, here, & here 

How the new Oxfam app is allowing people to control and connect to the good they do.

An app launched on January 9th, 2017 in the UK by international charity group, Oxfam, is an industry first. It allows for supporters to personally control the amount they want to donate monthly and how the charity communicates with them.

The app was developed in partnership with the Hi Mum! Said Dad Agency, and was launched simultaneously on iOS and Android platforms. In addition to bringing supporters closer to the charity, the app will feature real-life stories and updates in real-time about humanitarian emergencies and will include video messages from actual Oxfam staff.

The videos are meant to give donors a clearer view of why the organization needs their money, what it is spent on, and the impact the donations have. The Oxfam app allows the charity to build a connection to its supporters, while at the same time allowing donors to be in control and see the good they are doing in the world.

“Feel good” and “make a difference” content is so easy to find on the internet now that Oxfam is not counting on that part of the app to impact current and possible supporters. The real game-changer is going to be the feature that gives donors direct control over donations.

As many people find it hard to commit to direct debit or monthly support, Oxfam’s new app will allow people to dial up or down the amount they give every month (or to not give anything at all when they choose).

It also has a ‘support now’ option that lets users make a one-time donation if they want to give to a specific cause or appeal. The real differentiator is going to be the fact that the app helps develop a tighter supporter-charity relationship, and gives easy access to all the features that users previously manipulated via phone or email, but now from the hand-held comfort of a smartphone.

It will be interesting to see if Oxfam’s street fundraisers (who have been fully briefed about the functions of the app) see an uptick in the number of people signing up to become donors because of the app, as it is much more engaging than the previous model used by charities (basically selling a “product” to potential supporters in exchange for a one-time or a recurring donation).

This innovation will allow people to really connect with the work Oxfam is doing with their money and hopefully will inspire more people to support their work around the world.

Sources: Here & Here

Home-maker Ikea has teamed up with UNHCR (the UN Refugee Agency) and formed an organization called BetterShelter.org to create actual homes for thousands of displaced people in areas of conflict across the globe.

The shelter is like a real home, and is a lot safer and sturdier than the previously used tents. The shelter was developed in the hopes of helping the 65 million people that are currently displaced worldwide; whether it be in Africa, the Middle East, Asia or India.

Ikea’s “Better Shelter” (check it out here) non-profit program works to provide safer and more dignified homes for refugees all over the world.

The shelter is like a small, one-room house and can be easily assembled in a few hours. In moderate climates, it can last up to 3 years! It has hard walls and a locking door, thus making it a safer shelter for the inhabitants. The house even features a solar panel that runs a lamp and can charge a cell phone.

In areas like Niger and the Sudan, refugees are even beginning to use the solar panels to make a little bit of money: charging locals and neighbors to charge their cell phones.

There are already 30,000 Ikea temporary shelters built and in use, and more are being built every day, especially in war-torn areas like the Sudan in Africa and in the Anbar province in Iraq. Here the Iraqi returnees can live close to their original homes while they reconstruct their community.

The shelters are safer, more sustainable and cost-effective, and they are already changing lives. Check out the video here, and probably cry a little bit. Learn about the Iraqi Better Shelter program here.

These kinds of projects are what change the world, one little bit at a time. They give back some of the hope and kindness that seems to have been lost in recent years. Their existence proves, once again, that you can be a hugely successful company (like Ikea), and still care about the lives and well-being of other humans.

Now, doesn’t this make you happier than hearing about the most recent temper-tantrum of virulent Cheeto-dust?  

Sources: Here, Here, & Here 

Tell us or else.

The divisive politics of 2016-2017 have begun to force companies to clarify their political or moral stance on the “issues”, and on what is happening in the world. What do we stand for? That’s the question that begs to be answered as extremist discourse of all kinds appear all over the world. With the political, economic, and social uncertainty caused by polarizing events and extremist personalities, brands (and consumers) are coming to a crossroad.

Major brands are learning that they cannot remain neutral and avoid entering into the political debate: Facebook, Kellogg’s, Lego, and many other international companies are having to decide what side they are on, and what that means in the context of advertising and brand values. Some brands, such as Kellogg’s, Allstate, Earthlink and Warby Parker have all recently decided to pull advertising from the Breitbart news website. AppNexus, a programming group, has stated it will no longer provide ad-serving software for the site.

Kellogg’s however, made the decision after an online campaign called Sleeping Giants took a screenshot of the brand’s ad on Breitbart and made it public, prompting complaints from customers. Kellogg’s stated that it pulled advertising from the alt-right site “to ensure our ads do not appear on sites that aren’t aligned with our values as a company.” Breitbart site managers, obviously upset about losing a major company’s advertising budget, have called on users to boycott Kellogg’s, calling its actions “…an escalation in the war by leftist companies…against conservative customers.” A serious accusation, especially considering the fact that with Trump’s “victory”, many people have come out as ‘alt-right’ (neo-nazi), or at least as supporting some aspects of this world view.

Is it worth alienating some customers so that your brand doesn’t support (financially) platforms that promote a view or belief that doesn’t align with your company’s values? The online campaign called Stop Funding Hate thinks so. It has urged major brands like Lego to end advertising deals with UK newspapers and tabloids like the Daily Mail and the Sun. The campaign believes these platforms publish anti-immigrant, racist, and hate-speech filled coverage of current events, especially dealing with the refugee crisis.

Lego apparently listened to Stop Funding Hate’s message, and recently decided to cut ties with The Daily Mail. Stop Funding Hate has faced criticism itself, from some sectors that amount its actions to censorship and a desire to limit the freedom of the press. The campaign’s founder, Richard Wilson, has stated that the purpose of the campaign is not to censor newspapers, but instead to give a voice to consumers who don’t agree with their views. “We’re not saying that the papers shouldn’t say these things – what we’re saying is that customers have the right to say ‘not with my money’.”

–“The world will not be destroyed by those who do evil, but by those who watch them without doing anything.” –Albert Einstein

What exactly is a brand? What does it mean? What is it made of? So many existential questions for such a small word (granted, small word, big concept). You can think of a brand as the meaning a customer associates with a certain product from a certain company. So, how do we create that meaning? And what are the building blocks we use to do so?

First, you need a defined identity. Without a clear identity, your company won’t be able to grow properly. You need to figure out who you are and what you want to achieve. What are your beliefs? These are going to be the framework for your company and your brand – the mission, vision, and values of the company.

Second, you need a unique voice for the brand. Differentiate yourself from all the rest with the tone you use to communicate your purpose and message. What do you stand for? More importantly, how do you say it? What types of voice fits with your company persona and what voice will relate with your target demographic? These are all important questions when laying the building blocks of your brand.

Third, you need to know what you do. Actions speak louder than words, so what your company does in the world should represent all of the aforementioned qualities (values, ideas, etc.). For example, you can’t be a brand made for children and support cigarettes. Congruence is the key. And as we said before, a brand is not much more than the meaning that a customer associates with a product from a certain company. So, how does your company or product make people feel? Do they feel cool using your product(s)? Do they feel like they are doing something good by supporting your company?

Last of all, but not less important, is the actual design, logo, website, fonts, and colors around which you choose to build your brand. If you do this well (usually with a little professional help), the design of everything related to your brand can immediately invoke the values and vision that represent all the things you want it to mean to customers. The design speaks louder than words, too.

Building a brand isn’t easy, but needs to be done. It should be fun, but also requires a bit of hard work and brain power. Does your company need a Bob or Berta Brand-Builder to help with this sometimes tricky process? Let The Agency know! 🙂

Lying is ok…but not for you.

Marketers have to be honest, but country-shapers and public servants, apparently, do not. This isn’t just limited to the US, look at the “Leave” stumpers in the Brexit episode. They told all kinds of stories to get the referendum passed, but the voters haven’t seen much actually happening (like the promise that Brexit would free up about 350 million Pounds per week for the National Health Service, a claim that was quickly taken back after the vote). In the USA, we’re still waiting to see which of Trump’s campaign promises will be fulfilled, and which will turn out to be lies.

Both the Trump victory and the successful Vote Leave referendum in Britain demonstrate that emotion-based communication is more effective than trying to convince voters with rational ideas and proof. As Richard Huntington, chief strategy officer at Saatchi & Saatchi (global communications and advertising agency network) says, “Lying is telling people what they want to hear and that’s why it’s so successful. People don’t mind being lied to if they don’t understand it is a lie. I’m not even sure that when they find out it’s a lie it is a big problem because the lie proves the alignment of your values.” Scary.

The problem (other than the very obvious other ones) with this type of “advertising” is that it doesn’t transfer to products or services. Wouldn’t it be great to just say anything we wanted so that potential customers would buy our products? “This cell phone is 100% biodegradable, guaranteed to last for ten years, made by fairies earning $20 an hour in a zero-waste plant, right here in the U.S. of A.” Too bad there are laws that prohibit it…

Here in the real world, we have to try to maintain ethics and standards of business and honesty. Even while some brands have gone the Trump-like route and aren’t afraid to offend potential customers, not for a brand strategy, but sometimes just because they have mouth diarrhea (think Lululemon CEO’s body shaming) or maybe they don’t care. Calling people fat, being racist or sexist or very risqué is what they think works. The important thing is that, in advertising, it usually doesn’t. The divisive, lying politics we’ve been seeing in the world as of late do not translate to successful sales campaigns. Customers want quality and professionalism from the brands they buy, not political incorrectness and discrimination.     

Is it the end of the world as we know it?

Neo-Capitalist Consumers beware! We have been seeing the rise of the sharing economy for some time now. While the “sharing” part has always existed between families, friends, and neighbors, the “economy” part refers to the fact that now we do the same thing, but money is exchanged as well as a product or service.

But, when did we move away from the sharing mode and into the “MINE! It’s all MINE!” mode? Probably sometime after President Carter and the oil shortage scares of the late 70’s when it was “cool” to reduce, reuse and recycle. Then came the selfish 80’s and the huge budget surplus years of the 90’s (which was great, but it turned us ‘Mericans into a bunch of consumerist porkers and gave us the “Disposable Economy”), and here we are today, almost 20 years into the 2000’s, and we’re finally seeing (some of us) that no, not everyone needs his own $4,000 fresh pasta maker to use once a year.

And it is definitely a first world problem, but since we grew up in the good old US of A, most of us as children never experienced having to go to an internet café (not a Starbucks) to use someone else’s computer to do homework or print things. Yes, that modality exists in lots of other countries.

So now we’re discovering just how awesome it is to share stuff, even if you have to pay a fee for it. Uber and Airbnb are considered the pioneers in this new sharing economy, but even Netflix could be considered part of the same model. You pay a monthly fee to have access to thousands of programs and movies, but you don’t actually own anything. It’s all like a very short-term rental agreement.  

Trading or selling up-cycled used goods, peer-to-peer lending or micro-financing, crowdsourcing or user-generated content, and the pay-as-you-use model (like the internet café thing) are all parts of this new sharing economy. Here, the important element is not necessarily the company or product to be sold, but rather the people who are interacting and creating goods and services where before no viable ones existed.

Of course, the sharing economy won’t be applicable to all things, until we start living on communes and sharing even our sleeping spaces like the Vikings, but it is an interesting way to reduce our ridiculously high levels of consumption of finite natural resources.