Innovation and The Earned Brand Executive Summary
Innovation and The Earned Brand Executive Summary
and the
Earned Brand
Reassure,
dont just
inspire
2 in 3 people say they want
brands to reassure them
before they buy.
Other peoples
experience is
my evidence
Stop
shouting:
listen
& learn
People want to be heard:
6 in 10 are fed-up with being ordered to
upgrade, two thirds are mistrustful thanks
to enhanced images, and 60% dont like
the ways brands listen.
Enable
inform
Innovation progress excites,but
58% are worried about its impact
on the environment and about
overconsumption, 55%. They need
to know how their lives, and the
wider world could be improved
by innovation.
Be you,
have a character
1 in 3 people want to be inspired
by brands. But with an overwhelming
number of options and messages,
brands need to take on a distinct
and aspirational character.
Innovation and
The Power of The
Earned Brand
Richard Edelman,
Global President & CEO, Edelman
And this is it; this churn of innovation means more than ever
that my evidence is your experience. Said another way, it is the
experience that peers have with an innovative product
and their emotional shared reactions that are the necessary
evidence for purchase. 75% say they turn topeersto push them
toward or away from a purchase.
THE
SIMPLE TRUTH
Michelle Hutton,
Global Practice Chair Consumer, Edelman
The Analyzer
The Analyzer loves innovation, but is concerned about a brands
motive, the impact of the innovation on the environment, and the
impact of overconsumption. To engage with this group, brands
need to inform and educate they need to be given the facts so that
they can make up their minds.
The Rebel
The Rebel might like innovative brands, but they believe that
everything is becoming more average and that people are becoming
like robots just taking the innovation and upgrades as they come
without question. To engage these people, brands need to make
their mark and help theses consumers stand out from the crowd.
The Creator
The Creator wants innovative brands to encourage creativity and
make them look smarter. They love brands and creating contentbut they are overwhelmed with options and concerned about
privacy issues. This group needs to be engaged by brands creating
a clear character and giving them a way to wear the brand as a
badge.
What we can all learn from disruptive innovators is a new model of
marketing in action. We have to inform, we need to take part of the
world we belong to, we need to have a character people can interact
with and brands need to make a mark.
These behaviours must work together as earned and paid needs to
work closer than ever before. Its a true mix now, a patchwork, not
a set of matching luggage.
If its about people talking to people, what is the role for brands?
Our study found that peer conversations are critical and brands win
if they embrace and power the peer conversation. People across
the globe told us that they trust brands more if they find it easy to
review their products and services. And just as importantly, they
trust the brands that encourage people to review their products
and services.
That means its not just about the messaging, storytelling and
choosing the right channels. Its about how your brand behaves
and earns the right to be considered, engaged and shared. Its about
using the right communication approachlistening, shaping and
treating groups of people as communities, not just a marketplace.
Brands become Earned Brands by joining the peer-to-peer economy, learning how to fuel, not control, and shape the conversation.
Innovation
and the
Earned Brand