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Esomar 2007 From Mythmaker To Gardener - Hall And Partners

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Principles for building participatory brands

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Esomar 2007 From Mythmaker To Gardener - Hall And Partners

  1. 1. from mythmaker to gardener: Understanding the World of Participatory Brands
  2. 3. <ul><li>“ you’re invited” </li></ul>“ design your own” “ submit a commercial” “ decide the ending” “ vote by text” “ submit product ideas and win” “ opt-in” “ become an advocate” “ join the discussion” “ star in our commercial”
  3. 4. <ul><ul><li>What makes people act in general? </li></ul></ul><ul><ul><li>What makes people act on behalf of brands ? </li></ul></ul><ul><ul><li>Interviews with experts on participation </li></ul></ul><ul><ul><li>Online bulletin boards with active people </li></ul></ul><ul><ul><li>Small-group workshops among digital champions </li></ul></ul><ul><ul><li>Wiki-based collaborative websites </li></ul></ul><ul><ul><li>Extensive secondary research </li></ul></ul><ul><ul><li>Recent project work with clients </li></ul></ul>
  4. 5. <ul><li>Three approaches to branding and where they come from </li></ul><ul><li>Seven principles of participatory brands </li></ul><ul><li>Five implications for us as qualitative researchers </li></ul>
  5. 7. <ul><ul><li>“ All thy garments smell of myrrh and aloes and cassia, out of the ivory palaces whereby they have made me glad.” </li></ul></ul>
  6. 8. <ul><ul><li>“ Agencies used to create BS that propped up and supported products and services that had no rational points of difference. People called that emotional engagement and agencies built mythical worlds that brands could inhabit.” </li></ul></ul><ul><ul><li>- Ed Cotton, of Butler, Shine, Stern and Partners (US) </li></ul></ul>
  7. 9. <ul><ul><li>“ I think it's an attempt to make consumers feel more empowered about their purchases. But to me it is a false empowerment, and the real power still lies with the company/ advertiser who is getting more influence than the consumer is getting real choice or power.” </li></ul></ul><ul><ul><li>- Sarah, Online Discussion Group Participant, Kansas City </li></ul></ul>
  8. 11. <ul><li>Working hard to create something so valuable it naturally inspires others </li></ul><ul><ul><ul><ul><li>Constantly planting seeds of substance and style </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Creating a magnetic, inviting space that people want to take part in </li></ul></ul></ul></ul>
  9. 13. <ul><ul><ul><li>People want the same things they have always wanted… </li></ul></ul></ul><ul><ul><ul><li>Benefits of participation: </li></ul></ul></ul>DOING ON BEHALF OF AN IDEA … <ul><ul><ul><ul><li>Solve problems they care about </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Benefit themselves in a concrete way </li></ul></ul></ul></ul>rational benefits emotional benefits <ul><ul><ul><ul><li>Belong and connect </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Express a passion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Entertain themselves </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ego, reputation, status </li></ul></ul></ul></ul>
  10. 14. MYTHMAKER brand Make and repeat monologues Encourage and value dialogues Seek interactions, not conversations Strategy Blend of strategy and tactics Tactics Customers Partners Players Impress for action Inspire for action Incentivize for action GAME SHOW HOST brand GARDENER brand FOCUS DESIRE COMMS APPROACH
  11. 15. <ul><li>The seven principles of participatory brands </li></ul>
  12. 16. <ul><ul><ul><li>Give people outside the brand team a role to play beyond making purchases </li></ul></ul></ul><ul><ul><ul><ul><ul><li>It’s more of a partnership, growing the brand together </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>And the dialogue is two-way and human </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Mature two-way communication: sharing, listening, reflecting, adjusting </li></ul></ul></ul></ul></ul>
  13. 17. <ul><ul><ul><li>Have a mission that extends beyond profits </li></ul></ul></ul><ul><ul><ul><li>Enthusiastically stand for something that will guide every decision - from internal culture to external communications </li></ul></ul></ul>
  14. 18. <ul><ul><ul><li>Seek synchronicity between inside and outside </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Behave responsibly and transparently </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>“ Who a brand is” matches “how the brand acts” </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Right culture leads to the right service </li></ul></ul></ul></ul></ul>
  15. 19. <ul><ul><ul><li>Answer a real need that isn’t being addressed </li></ul></ul></ul><ul><ul><ul><li>Physical </li></ul></ul></ul><ul><ul><ul><li>Emotional </li></ul></ul></ul><ul><ul><ul><li>Be fully dedicated to doing the right thing </li></ul></ul></ul><ul><ul><ul><li>Individual </li></ul></ul></ul><ul><ul><ul><li>Societal </li></ul></ul></ul><ul><ul><ul><li>Environmental </li></ul></ul></ul><ul><ul><ul><li>Make yourself “worthy” of peoples’ time and interest </li></ul></ul></ul>
  16. 20. <ul><li>Substance </li></ul><ul><li>Design </li></ul><ul><li>Never cutting corners </li></ul><ul><ul><ul><li>Always from the brand’s heart </li></ul></ul></ul><ul><ul><li>“ Have nothing in your house that you do not know to be useful, or believe to be beautiful” - William Morris </li></ul></ul>
  17. 21. <ul><ul><ul><li>Create a culture that truly believes good ideas can come from anywhere </li></ul></ul></ul><ul><ul><ul><li>Prizes openness, discourages politics </li></ul></ul></ul><ul><ul><ul><li>Everything becomes infused with meaningful creativity and innovation </li></ul></ul></ul><ul><ul><ul><li>Intrinsically </li></ul></ul></ul><ul><ul><ul><li>Extrinsically </li></ul></ul></ul>
  18. 22. <ul><ul><ul><li>A sensible framework to express mission </li></ul></ul></ul><ul><ul><ul><ul><li>Product </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Price </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Place </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Promotion </li></ul></ul></ul></ul>
  19. 24. <ul><ul><ul><ul><li>Successful brands focus on adding value to people’s lives rather than how to create participation </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Internal brand focus results in brand magnetism </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Compelling brands attract organic participation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Communications engineered specifically to create participation risk remaining outside of the brand context, so can lack meaning and power </li></ul></ul></ul></ul>“ Brand First, participation will follow.”
  20. 25. <ul><li>Easy to be distracted by exciting participatory creative, “participation for participation’s sake” </li></ul><ul><li>In participatory creative development research : Is the creative idea aligned with the brand? What is it doing for the brand? </li></ul><ul><li>Does brand express the seven principles? </li></ul>
  21. 26. <ul><li>Apply qualitative to understand a brand’s inner culture- this plays a key role in its potential to be participatory </li></ul><ul><li>Get to grips with whether people perceive that what a brand says/does flows clearly from who it is </li></ul>
  22. 27. <ul><ul><ul><li>Parent companies matter! </li></ul></ul></ul><ul><ul><ul><li>Find out how people research brands they consider and how this influences perception and action </li></ul></ul></ul>
  23. 28. <ul><ul><ul><li>Create qualitative forums that people want to whole-heartedly participate in for benefits beyond cash incentives </li></ul></ul></ul><ul><ul><ul><li>Partner participants – not “respondents” </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Provide context </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Be transparent </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Offer a high quality experience that is truly a pleasant way to spend time </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Comfortable, enriching, ego-reinforcing, useful, human, offers sense of belonging </li></ul></ul></ul></ul></ul>
  24. 29. <ul><ul><ul><li>The age-old formula is more important than ever </li></ul></ul></ul><ul><ul><ul><li>To inspire someone to do things for/with you = understanding what makes them tick </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Problems they feel need solving </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sources of frustration and inspiration </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What they feel is truly important and worthy </li></ul></ul></ul></ul></ul>