WE not ME // Using touch points to LISTEN and talk

In these diagrams below I have tried to visualise the concept of ‘Brandtocracies’, taken from a Future Laboratory trend briefing. Since it’s never been easier to have a more direct relationship with the consumer it is fundamental for brands to be collaborative and conversational within their marketing – this picks up on the whole point of this brief in redirecting and emphasis touch points through digital marketing.

The big brand push is conversational rather than corporate and inclusive rather than exclusive – WE rather than ME. The old media/advertisement genres of 'Brought' and 'Owned' such as a TV ad or a brand website/campaign mean not merely as much as 'EARNT' which includes blog sites, fan pages and social media advocacy. Social media has changed marketing/branding forever. It is arguable that Marketing as a title is outdated since who is really putting products/brands into the market? The new name for marketing I suggest to be, quite simply, Consumer Engagement.

Since it's easier to buy online, the retail environment needs to become adaptable. Merely selling clothes is not enough – forget service with a smile! The new retail store needs to sell the heritage, identity and most of all, experience. Through offering the offline touch point as a physical store the interaction could potentially be transcended online to offline and vice versa. I feel that the current trend of creating branded experience and physical engagement from sports brand (i.e. Umbro and the Cosmo Collection Launch) can create significant, memorable experiences which would hopefully make the brand stick out in the consumers mind and go further through the consumer decision journey.

The old brand and consumer relationship doodled above (The Partnering Stance) where the brand dictates the marketing campaign and strategy to the consumer for the hard sell is outdated. Since there is so much choice nowadays for the consumer and consumers connect with ‘myriad brands – through new media channels beyond the manufacturers and retailers control/ knowledge’ (Branding in the Digital Age article) it is important to talk to and listen to the consumer and react accordingly (The Experiential Stance) below.

There is also a growth in the trend to buy local, stay local and be more engaged in community and civic participation. Brands should build awareness by increasing the brand advocates and ambassadors within the main target audience of influencers since their consumer range is so diverse, this will be more cost effective and efficient rather than aiming to target each and every consumer segment.

Touch points and consumer engagement to a brand needs to become 'Far Nearer'. << Listen