Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

E-Commerce Link : Brand as Behavior

Restructuring multichannel marketing to drive results

March 2009 By Jeff Molander
Get the Flash Player to see this rotator.
 

From the utility of instant communications to the search box’s boundless sense of discovery, “always-on” consumers are busy entertaining and informing themselves. Spending is taking a back seat to experiencing. Now what? Successful multichannel brands are redefining the practice of branding themselves, and leading marketers are becoming publishers—driving a continuous stream of experiences and, ultimately, purchase behavior. Here’s how they’re doing it and how you can, too.

A New Premise
The definition of branding is seldom agreed upon, yet “brand equity” is considered a measure of success. As a result, brand-focused marketing pros often feel misunderstood. Smart, capable operational executives can’t accept that the ultimate value of brands cannot be measured like every other function of the business.

The opportunity now is to redefine brands in terms that marketers and operational executives alike can embrace. That emergent definition is to base brands on the objectively measurable, real-time aggregation of everything marketers and their customers do together. That’s different from the old-school definition of focusing on awareness and influencing how customers feel.

Experts like author Jonathan Salem Baskin say branding is evolving away from artsy strategies that create “mental states” toward a behavior-based science. It’s all about creating measurable, valuable experiences.

Think of campaigns that prompt customer behavior—like when T-Mobile launched its myFaves campaign in 2007. The company prompted customers to call their top five numbers for free. It also prompted customers to think about who those five people were in their lives. It made people do something. Contrast this example with Verizon’s “It’s the network” campaign (which doesn’t prompt customers).

Baskin is steeped in brand advertising (Nissan, Limited Brands) yet questions the central tenants of traditional practices. He recently spoke on the subject at the Direct Marketing Association’s Leaders’ Forum and authored the book “Branding Only Works on Cattle.”

“After 26 years fighting that good fight, it occurred to me that maybe all those operational execs weren’t stupid; maybe it was we marketers who had the wrong idea about brands,” Baskin admits.

Success isn’t about “outbranding” the competition by making customers feel differently. Winning is about measurable, behavioral change. Baskin suggests the substance of customers’ behavior is far more important to a brand than anything marketers create.

 

SPONSORED CONTENT

MORE ON COPYWRITING, CREATIVE AND BRAND >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

Train Your Board (and Everyone Else) to Raise Money Train Your Board (and Everyone Else) to Raise Money

...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: