Brand Blindness: Causes and Cures
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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.
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Brand Blindness: Causes and Cures
- 1. Brand Blindness Brainweave Dr. John Feland, CEO Digital Marketing Exchange, 22 Sep 2013
- 2. “Apple is unlikely to make much of an impact on this market … the iPhone won’t make a long term mark on the industry” Matthew Lynn - Bloomberg “The iPhone is a niche product” Olli-Pekka Kallasvuo – Nokia CEO in April 2008 “The 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 Research Page 2
- 3. “If you can not measure it, you can not improve it.” Lord Kelvin © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 3
- 4. Others predict based on what consumers bought, Argus Insights predicts based on what consumers love 7000 Argus Insights 60 Estimate Based Apple’s Actual Q2 iPhone Unit Volume 6000 50 5000 40 4000 30 3000 Morgan Stanley 20 2000 1000 10 Consensus 0 0 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 Copyright© 2013 Argus Insights, Inc. Apple iPhone 4 Apple iPhone 4S Apple iPhone 5 Apple iPhone 3GS Apple iPhone 3G Millions of iPhones; Billions of dollars in Revenue Buzz Volume for iPhone Models Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales Apple iPhone Quarterly iPhone Sales © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 4
- 5. Measuring the Gap Between Brand Promise and Consumer Reality © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
- 7. Photo from www.flickr.com/photos/ joaomiguelsilva/ © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 7
- 8. © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 8
- 9. © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
- 10. © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 10
- 11. • Wrong Target? • Wrong Channel? • Wrong Message? • Wrong Product? • Plain Arrogance! © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 11
- 13. Can you spot the Brand Blindness? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 13
- 14. Consumer Participation: Web Comic Campaign © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 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 Tweets Anarchy Graphic novel Anarchy Mentions Peak of Graphic Novel Engagement 0.8% 0.7% 0.6% 6000 5000 4000 Peak of Anarchy mentions are on average less than half of the Web Comic Campaign 0.5% 3000 0.4% 0.3% Tweets per day (bar graph) 1.0% Peak of Anarchy Mentions 0.2% 2000 1000 0.1% 0.0% 0 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 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 Distribute Page 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 Distribute Page 18
- 19. Across Both Segments Of Undead Even More Telling 15% of Brand Related Tweets Proven Bots © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 19
- 20. False sense of insecurity
- 21. Apple’s Falling Mindshare a Symptom of Brand Blindness? © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 21
- 22. iPhone 5S launch Draws Half The Attention of 5 “Where’s the Kaboom?” Consumers looking for the big idea were disappointed. 900000 800000 Mentions per hour 700000 Peak is lower than iPhone 5 launch. Less of the market is interested in Apple. iPhone4s 600000 iPhone5 500000 400000 300000 200000 iPhone5S&C And continue to share their disappointment Pre Launch Leaks drive social chatter higher 100000 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 Distribute 8 10 12 Page 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 9/8/13 3 5 7 9 11 13 15 17 19 21 23 1 9/9/13 9/9/13 3 5 7 9 11 13 15 17 19 21 23 1 9/10/13 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute 9/10/13 3 5 7 9 11 13 15 9/11/13 Page 23
- 24. Silicon Valley Twitter Users Most Active at Night 10% of Silicon Valley Tweets 1600 1400 Apple Launch 1200 1000 800 600 400 200 0 17 19 21 23 9/8/13 1 3 5 7 9 9/9/13 11 13 15 17 19 21 23 9/9/13 1 3 5 7 9 11 13 15 17 19 21 23 9/10/13 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute 9/10/13 1 3 5 7 9 11 13 15 9/11/13 Page 24
- 25. What Else Are Consumers Engaging With If Not Apple? Silicon Valley Tweets 8-11 Sept 2013 Apple Specific Tweets 8-11 Sept 2013 © 2013 Argus Insights, Inc. Confidential: Do Not Distribute Page 25
- 26. Your Turn!
Notes de l'éditeur
- iPhone, Nokia logosQuotes from industry pundits about iPhone