MARKETING, BRANDING IN AN ALWAYS CONNECTED WORLD

This week I would like to switch the focus to marketing, or more narrowly branding, what some may argue is one of the softer sides of business.  I believe that a brand, your brand, IS A PROMISE.  Unfortunately, most brands are liars.  They do not live up to their brand promise.

Brand = Promise

Greg Satell, notes that “What makes a brand valuable is the promises it makes and keeps. … Brands are not built through gimmicks or sleight of hand.  The consumer cannot be fooled for long.  Great companies build great brands by valuing their customers and wanting to make their lives better in some way.  In the end, despite all the gimmicks and tricks that gurus use to sell books and seminars, it comes down to one simple equation: Brand Value = the value of promises kept.”

MOST BRANDS ARE LIARS. THEY DO NOT LIVE UP TO THEIR BRAND PROMISE.

Ann Handley, Chief Content Officer at MarketingProfs defines brand as “… the image people have of your company or product.  It’s who people think you are.”  Ze Frank, says “it’s the 'emotional aftertaste' that comes after an experience (even a second-hand one) with a product, service, or company."

A brand is not what you say it is, it’s what people think or say it is.  And no amount of advertising, marketing, or public relations can change that.

I believe that as leaders and owners we have to be very mindful of the promises that our companies and organizations are making to our stakeholders—teams, customers, shareholders and suppliers.  We also have to be mindful that in a hyper-connected world, who we are as individuals and what we believe and do, is linked to the companies and organizations that we work for.  Many of you are the face of your companies.  This is a serious and onerous responsibility.

A BRAND IS WHAT PEOPLE THINK OR SAY IT IS.

As companies, organizations and individuals become more active and visible on social media, communicating with their various constituent groups via multiple accounts and platforms including Facebook, Twitter, WhatsApp, Messenger, Zoom, Instagram and LinkedIn, there is need for thought and caution as to what you post, when you post and where you post.

Therefore, before you jump on the latest bandwagon, and share your opinion for or against, via social media, whether for black lives, women’s rights, climate change or some other cause, stop and examine your policies and actions.  Are they consistent with the stand you say you are now taking?  In the cold bright light of day, are you proud of what you have done or what your policies say about your position on the issue in question?  Is the history of what you have done or what you currently do consistent with what you claim or promote on social media?  If it is not, you will be exposed.  The internet is the new global public square and you will be examined, tried, shamed or applauded by many vigilant eyes, ears and mouths and it could affect your business.

Writing in the New York Vulture, E. Alex Jung noted: 

Companies wanted people to know that they were on the right side of history, regardless of their own histories: L’Oréal tweeted that they stood “in solidarity” with Black Lives Matter; Amazon did the same, releasing a statement that they “stand in solidarity with the Black community — our employees, customers, and partners — in the fight against systemic racism and injustice.”

However,

… it was just a couple of months ago when Amazon readied a smear campaign and fired one of its workers, Chris Smalls, for organizing for safer conditions in their Staten Island warehouse.  Same with L’Oréal, which dropped model Munroe Bergdorf after she spoke out against the white supremacist march in Charlottesville in 2017.

I want to highlight that your brand is not what you or your copywriters say it is.  It is what people think or say it is.  It is who people think you are.

Is Your Brand Promise a Lie?

So what is your brand’s promise?  Who do you serve and how do you serve them?  What are your company or organization’s core values?  What are the behaviours that will help you to successfully deliver on your promises to your stakeholders?  And what do you do when what you say does not quite line up with what you do?

Recently we saw multiple apologies from local small business owners as they sought to distance themselves and their organizations from, or clarify what was meant by, various posts connected to the “black lives matter” movement on social media.  Based on my reading of the initial posts and the responses, and the fact that I do not know the individuals, my default is to give them the benefit of the doubt and assume that they meant well.

However, I would urge caution and thoughtful action going forward.  Do you understand the context of the issue on which you want to comment?  Do you have all the facts?  Do you really understand the underlying meanings and historical context or is this a knee-jerk response?

You should also consider why you are responding—what outcome are you hoping for?  And you need to decide who should respond and how the response should be delivered, e.g., what platform should you use and who should you respond to?

Repairing the Damage

However, if you have messed up and you find yourself on the front page, how should you respond?  How do you repair the damage?  In his book, “Winning”, Jack Welch, former CEO of GE, advises that you begin by assuming that the problem is worse than it appears; there are no secrets in the world, and everyone will eventually find out everything; and you and your organization’s handling of the crisis will be portrayed in the worst possible light.

“A lie can travel halfway around the world, while the truth is still putting on its shoes”.  Mark Twain

In his book, “When the Headline is You”, Jeff Ansell, advises:

• Be careful what you say … when in doubt leave it out.
• Follow what others are saying about you and your company or organization.  More than a century ago Mark Twain said: “A lie can travel halfway around the world, while the truth is still putting on its shoes”.  Today, it would have circled multiple times.
• Don’t be defensive, argumentative, or unresponsive.  Be open, honest and empathetic.  Do the right thing.
• When a reporter makes contact be friendly, create a buffer zone and ask questions to clarify intentions.  Try to be as helpful and as cooperative as you possibly can.

We are living in an even more connected world, and you can expect to become even more exposed, scrutinized and held accountable.  I hope that I have increased your awareness and ability to cope in some small way.

As usual, I look forward to your questions and comments.  Again, please also accept my very best wishes for a patient, peaceful and creative year of the Rabbit.  Be safe.  Take good care, and if you can, help someone in need.

Cheers, Nigel

Nigel Romano, Partner, Moore Trinidad & Tobago, Chartered Accountants