brand blindness: causes and cures
DESCRIPTION
With the advancing tide of social engagement sweeping through Madison Avenue, Main Street and Wall Street, there is a rise of a particularly destructive disease, Brand Blindness. Brand Blindness occurs when brand blindly leverage these low cost, broad reach platforms to drive the wrong message to the wrong audience for the wrong offering. The brands are blind to context, blind to who we are and what it means to live our lives. Most companies have spent millions trying to create recommendation engines that tell what offer retailers should shove in our face next, predictive analytics to determine which path through the maze of offers and coupons is mostly likely to get us to buy, endless scenarios of A-B testing, all devoid of context. A-B testing does not help find C. Recommendation engines are based on what others bought not what consumers enjoy. And predictive analytics can only optimize the road most traveled. This presentation walks through some of the symptoms of Brand Blindness and what brands can do to avoid driving their customers away.TRANSCRIPT
- 1. Brand Blindness Brainweave Dr. John Feland, CEODigital Marketing Exchange, 22 Sep 2013
2. Apple is unlikely to make much of an impact on this market the iPhone wont make a long term mark on the industry Matthew Lynn - BloombergThe iPhone is a niche product Olli-Pekka Kallasvuo Nokia CEO in April 2008The iPhone will not substantially alter the fundamental structure or challenges of the mobile industry Charles Golvin Forrester Insights, Inc. Confidential: Do Not Distribute 2013 Argus ResearchPage 2 3. If you can not measure it, you can not improve it. Lord Kelvin 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 3 4. Others predict based on what consumers bought, Argus Insights predicts based on what consumers love7000Argus Insights 60 Estimate BasedApples Actual Q2 iPhone Unit Volume6000505000404000 303000Morgan Stanley 202000 100010Consensus00 Qtr1Qtr2Qtr3Qtr4Qtr1Qtr2Qtr3Qtr4Qtr1Qtr22011201120112011201220122012201220132013Copyright 2013 Argus Insights, Inc.Apple iPhone 4Apple iPhone 4SApple iPhone 5Apple iPhone 3GSApple iPhone 3GMillions of iPhones; Billions of dollars in RevenueBuzz Volume for iPhone ModelsArgus Insights Beat Wall Street Estimates for Q2 2013 iPhone SalesApple iPhoneQuarterly iPhone Sales 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 4 5. Measuring the Gap Between Brand Promise and Consumer Reality 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 5 6. Brand Blindess 7. Photo from www.flickr.com/photos/ joaomiguelsilva/ 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 7 8. 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 8 9. 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 9 10. 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 10 11. Wrong Target? Wrong Channel? Wrong Message? Wrong Product? Plain Arrogance! 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 11 12. Missing the Point 13. Can you spot the Brand Blindness? 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 13 14. Consumer Participation: Web Comic Campaign 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 14 15. Anarchy Graphic Novel, an ongoing real-time web comic campaign, is not being echoed in social media.Percentage of Tweets (line graph)0.9%Total TweetsAnarchy Graphic novelAnarchy MentionsPeak of Graphic Novel Engagement0.8% 0.7% 0.6%600050004000Peak of Anarchy mentions are on average less than half of the Web Comic Campaign0.5%30000.4% 0.3%Tweets per day (bar graph)1.0%Peak of Anarchy Mentions0.2%200010000.1% 0.0%0 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 15 16. Dear axe body spray, please out a suggested serving size on your bottle. Sincerely, chokin g girls everywhere. 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 16 17. Skynet is Here, Humans are Under Rated 18. Bot or Not: Problem of Machine to Machine Social 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 18 19. Across Both Segments Of Undead Even More Telling15% of Brand Related Tweets Proven Bots 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 19 20. False sense of insecurity 21. Apples Falling Mindshare a Symptom of Brand Blindness? 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 21 22. iPhone 5S launch Draws Half The Attention of 5 Wheres the Kaboom? Consumers looking for the big idea were disappointed.900000 800000Mentions per hour700000Peak is lower than iPhone 5 launch. Less of the market is interested in Apple.iPhone4s600000 iPhone5 500000 400000 300000 200000iPhone5S&CAnd continue to share their disappointmentPre Launch Leaks drive social chatter higher100000 0 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 2 4 6 Hours before and after Apple iPhone launch Event 2013 Argus Insights, Inc. Confidential: Do Not Distribute81012Page 22 23. Tracking Apple Related Tweets in Silicon Valley Apple mentions as % of Silicon Valley Tweets 18.0% 16.0% 14.0%12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 17 19 21 23 1 9/8/133579 11 13 15 17 19 21 23 19/9/139/9/133579 11 13 15 17 19 21 23 19/10/13 2013 Argus Insights, Inc. Confidential: Do Not Distribute9/10/133579 11 13 159/11/13Page 23 24. Silicon Valley Twitter Users Most Active at Night 10% of Silicon Valley Tweets 16001400Apple Launch120010008006004002000 17 19 21 23 9/8/13135799/9/1311 13 15 17 19 21 23 9/9/131357911 13 15 17 19 21 239/10/13 2013 Argus Insights, Inc. Confidential: Do Not Distribute9/10/131357911 13 159/11/13Page 24 25. What Else Are Consumers Engaging With If Not Apple? Silicon Valley Tweets 8-11 Sept 2013Apple Specific Tweets 8-11 Sept 2013 2013 Argus Insights, Inc. Confidential: Do Not DistributePage 25 26. Your Turn!