Being direct... AdVantage Jun 2005
Intrinsic Delivery Vital for Brand Relationships
For years, like the snake-oil salesmen of old, marketers could 'get away with' simply making
promises when product delivery was somebody else's problem! Consumer expectations have
materially changed says new study ...
A couple of weeks ago I received an invitation to a SAMRA breakfast during which a presentation was made by Nic Hall, Director Global Solutions & Market Strategy for Research International in London. Nic, well-known in South African research circles - was home for a holiday, and broke into his R&R time to present the results of a new worldwide in-house study recently completed by RI. Chatting to him afterwards, I asked for and received permission to feature some of the findings in a future column. His office in Durban very kindly arranged for me to obtain copies of the slides, for which I sincerely thank Anne Roberts.
RI decided to run a qualitative study to look into consumer 'connections' with brands. They interviewed some 1200 people across 43 countries, and assessed over 3000 brand stories. The methodology included discussions with mini groups (5-6 people) and looked at in-depth verbatim descriptions about brands by individuals. This feedback was analysed in depth so as to look for patterns, and the model developed provides interesting insights into the psychology behind brand affiliations in different parts of the world.
Conceptually, developing markets require a degree of Security from the brands they trust. 'What does it do?' is almost more important than any other consideration. The performance of the brand is paramount when hard-earned money has to be spent, and the perceived authority of the brand in its product sector, an important factor in making brand choice.
The second mode, described by Nic as the 'Affiliation' mode, is where brand choice is more likely to be influenced by the question: 'What sort of people use it?' The choice of these sorts of brands has more to do with a desire for approval, and facilitates the individuals being seen to 'belong to a group with a certain taste'. Being part of the group is a key driver for this mode.
The next mode in the model is the 'Expression' mode, where brand choice is driven by the question: 'What does it say about me?' By associating with brands about which they perceive some form of unique identity, these people are driven by the need to say something about their own individuality. 'Its style, its look - fitting my personality'.
The final group in the model is the 'Experience' mode, and is typified by the mindset which says: 'What does it do for me?' The focus is on the twin thoughts of performance and identification, and is reflected in the statement: 'It is about what is does for me, personally'.
In addition to the verbatim descriptions reflecting how they connect with brands, respondents were asked to describe their favourite brands in terms of how they impact the 5 senses, as well as to describe their 'secret thoughts' about any particular brand, and the brand's 'secret thoughts' about them. Nic presented some of these for the SA brands featured in the study, and I am sure that the full details of these can be made available to those who may be interested, by sending an e-mail request to p.bass@research-int.com and Pippa Bass's office will make the necessary arrangements.
In summary, the findings of this study demonstrate that worldwide, it is the same factors that appear to have the greatest role to play in developing longer and stronger relationships with brands. Stage one of the relationship suggests that the product intrinsics (or composition elements) are critical to performance; the presentation (or design elements) as well as sensory excellence (appeal to each of the 5 senses) all have a role to play in creating 'difference' for the brand; and where possible, a brand should innovate in its category. Stage two is to be consistent in product or service delivery, as well as in the brand promise; and stage three suggests that through demonstrating 'care' and even through 'storytelling' (if and when applicable) - the product should always be made the hero!
Nic did however, sound some words of warning - issues which he called 'the heartbreakers'. He grouped these into 3 areas: Brand; Consumer; and Environment. Examples were - a decline in product or service quality - where costs have been excised on a continuous basis with ultimate consequences. Stagnation was another - where no 'progress' has been made in the product or service offering for ages; and others like Poor Communications, Ethical Issues, Cultural Issues, and scenarios where the Brand Has Moved Away from the Consumer or the Customer has Moved Away from the Brand are definite negative influencers.
It appears as if people across the world have little problem associating with brands to which they can relate in terms of one or more of the modes described, but the essential message remains that the brand HAS to meet their expectations on an ongoing basis, in order for the long-term brand relationship to have promise.
In my view the study is extremely valuable in that it draws attention to some of the emotions or 'feelings' that could (and perhaps should) be evoked by a more modern approach to marketing communication - and RI need to be congratulated for spending their own resources to shed more light on this fascinating aspect of marketing in the 21st century.