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Empathic Marketing – aka, what’s true in life is true in marketing.

Empathic Marketing was inspired by my observations over time and across categories that the ways in which we form personal relationships mirrors how we form brand relationships.

Forces such as empathy, experiences, endorsement and energy help shape our real life relationships. These 4Es of real relationships – empathy, experiences, energy and endorsement – form a clear and measurable brand planning model to help marketers create more customer-centered brand platforms.

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Empathic Marketing – aka, what’s true in life is true in marketing.

  1. 1. What’s true in life istrue in marketing:A framework for empathic marketing.David MurphyFounder & Serial Thought Provokerwikibranding
  2. 2. To be human is tobe empathetic.
  3. 3. Empathy:Being aware of, understanding andsensitive to the feelings, thoughtsand experiences of another.
  4. 4. What’s true in lifeis true in marketing.
  5. 5. The way in which weform personalrelationships mirrorshow we form brandrelationships.
  6. 6. EmpathyEndorsementEnergyExperiences
  7. 7. Think about the people with whomyou enjoy your most lastingrelationships.  They are likely to bepeople who “get you” because youshare empathetic values and views,a shared sense of style or humor.
  8. 8. They’re likely to be people withwhom you’ve enjoyed memorableexperiences which deepened yourfirst impression.
  9. 9. People you trust because theirreputation is highly regarded…bypeople whose opinion you hold inhigh regard.
  10. 10. They’re likely to be people whoconsistently surprise us becausethey always seem to be doingsomething new and interesting.
  11. 11. Empathicmarketing breakswith the past.
  12. 12. Communications today areconsumed differently. The way in which we buildbrands must evolve as well.
  13. 13. Brand planning has been hijacked bybrand pyramids, Venn diagrams andother constructs that get too farremoved from the customer.Empathic Marketing is designed torefocus marketing back on fundamentalhuman truths.
  14. 14. Developed before hyper-competition. Ignores thewonderfully irrational nature ofhuman beings, aka consumers.Developed in a mass media age.Ignores the nonlinear nature of mediaconsumption.Empathic marketing is modeled on the way in which people form personalrelationships – empathy, experiences, endorsement and energy. The 4Ps AIDAThe “4Es”
  15. 15. Experiences form deeply held beliefsProduct performance Unique interactionsMedia contextBrand associations and contentMomentum conveys leadershipNew product cycleEventsNew servicesAlliancesMedia channelsEmpathic MarketingEmpathy drives personal relevanceShared point of viewShared valuesSimilar dreams and ambitionsEngage via passion points Empathy! Experiences  Energy!Perceptions BehaviorsPeer review deepens commitmentSocial mediaWOMPREndorsement  
  16. 16. Empathy! Experiences  Energy! Endorsement  Brand saliency(image metrics):RelevanceDifferentiationHigh esteem / qualityFamiliarityCustomer engagement(marketing and product):Customer satisfactionTotal & unique web visitsBounce RateAvg. pages/ time spent per visitConversion rateseMail open ratesMobile CTA ratesBrand advocacy(Loyalty, PR, social media):Net Promoter ScoreConsumer product ratingsBlogger recommendationsSocial media sentiment analysisFacebook fans and engagementYouTube SharesTwitter re-tweetsBrand momentum(image and market metrics):InnovationSuccessLeadershipPopularityGoogle searchTraffic (online and in-store)Sales (volume & share)Sample MetricsPerceptions Behaviors
  17. 17. Empathic marketingliberates us fromantiquatedvocabulary.
  18. 18. It rejects tireddistinctions like“traditional vs. nontraditionalmarketing.”
  19. 19. There is only traditional thinking.(And this is punishable by irrelevance.)
  20. 20. It views labels suchas “new media” asold ideas.
  21. 21. If you want to makeanyone under 40 laugh,refer to the web as “newmedia.”Ditto for mobile.
  22. 22. It refuses to allow“online and offline” tolive in silos.
  23. 23. In an era of QR codes andsecond screen viewing, isanything really offline?
  24. 24. It doesn’t use “brandadvertising” to meanTV and print.
  25. 25. The internet is the mostpowerful brand buildingtool ever. Storytelling.Experiences. Sight,sound, motion. Peerendorsement.
  26. 26. It fully recognizes thestrategic value of TV,print and outdoor.
  27. 27. Good luck reaching B2B execswith a viral video, or my momthrough Twitter. Let me know howefficient your street teams are inreaching millions of guys relativeto a spot on an NFL game.   
  28. 28. The new modelembraces media as asource of creativity.
  29. 29. How and where a brandshows up can be asimportant as what it says.
  30. 30. It relishes metrics,both hard and soft.
  31. 31. Ignore store traffic and nobody will careabout the awareness gain. Click-through rates at the expense ofemotional relevance and differentiation willnot matter as the brand degrades tocommodity status. True marketing professionals balance theseseemingly conflicting goals.
  32. 32. One thing will neverchange: We mustbuild strong brands.
  33. 33. Products become brands bycreating empatheticrelationships with customers.Brands become enduring,profitable assets when theydeliver relevant differentiation.
  34. 34. Relevance = volumeDifferentiation = margin
  35. 35. Empathy
  36. 36. Brand empathy occurswhen customers projectthemselves onto the brand.Define a brands source ofempathy and youll find itsessential truth.  
  37. 37. We tend to have ourdeepest and most lastingrelationships with peoplewho share our values; ourbeliefs; our sense ofhumor; our sense of style.
  38. 38. Empathy isn’t squishy. It’s ahard metric in nearly all brandequity research – e.g.,personal relevance, affinity,trust, a brand for me,understands my company’sneeds.
  39. 39. Great brands tell greatstories. Stories help usconnect. They conveymeaning. In a fast movingworld, meaning trumpsinformation.
  40. 40. Elements of a great storyArchetype!TheJourney!Conflict!The universal charactersthat form our collectiveunconscious. The hero,temptress, ruler, et al createdeeper connections withconsumers.The most compellingprotagonists are on a questtoward something inspiring.Great brands project a senseof purpose – a true north thatguides their values andbehavior.Great stories hinge on aclearly defined antagonist.Great brands are clear onwhat they oppose in orderto be crystal clear aboutwhat they believe.
  41. 41. Archetypes are the universalpersonalities spanning ancientmythologies through today.Our psychological hardwiring. Components of the collectiveunconscious that informperceptions and behavior.
  42. 42. Archetypes are central to storytellingLover HeroSageMagicianOutlawInnocent and JesterEvil
  43. 43. The hero’s journeyDrawn from analysis of mythology across culturesand time:“A hero ventures forth from the commonworld…confronts obstacles and adversaries…wins a decisive victory…and returns with the power to help his fellowman.”
  44. 44. The hero’s journey:HollywoodAn innocent young princeattempts to run away from his troubles only to discoverthe redeeming power of friendshipand truth.
  45. 45. The hero’s journey:PoliticsA man rises above racial barriers to inspire anation to defy the divisiveness of red statesand blue states and reclaim the promise ofthe United States.
  46. 46. The hero’s journey:BrandsAn authority-defying rebel uniting a community in acrusade against fear.An advocate of women’s self-esteem battling against thefalsehood of media-definedbeauty.A free thinker liberating creativityfrom a world of beige conformity.
  47. 47. Experiences
  48. 48. Like people, brandsare judged by whatthey do, not just bywhat they say.
  49. 49. Experiences transformperceptions into deeplyheld beliefs.
  50. 50. Every interaction defines thebrand, e.g., the packaging,how the phone is answered;customer service; the onlineexperience; events; the tradeshow booth; mobile gaming.
  51. 51. This is not a soft measure.  The 2011 Brand Keys Customer LoyaltyEngagement Index shows thatcustomers increasingly define valuethrough the total brand experience, andthat experiences have a strong impacton customer decision-making.
  52. 52. Endorsement
  53. 53. If brands are built onempatheticrelationships, thenthat relationship isnow a ménage á trois.  
  54. 54. In a socially wired world, brandsare not solely defined by therelationship between thecustomer and the product. It’sabout the relationship sharedamong all the customers of theproduct.
  55. 55. Advocacy isn’t just an conquesting strategy –it’s also a loyalty strategy.When a customer advocates a brand, theydeepen their commitment to the brand byputting their name and reputation on the line.
  56. 56. Energy
  57. 57. Energy is a powerfulforce.  It casts an aura ofinfectious momentum thatis often measured inbrand research assuccess, innovation,leadership or popularity.
  58. 58. Maintaining energy requires that we thinkthrough what happens in themonths after a launch.It’s the absence of energy that causesotherwise loyal customers to get bored;to flirt with other brands; to spice uptheir life by trying something new andinteresting.
  59. 59. The Empathic BrandingFramework
  60. 60. Experiences form deeply held beliefsProduct performance Unique interactionsMedia contextBrand associations and contentMomentum conveys leadershipNew product cycleEventsNew servicesAlliancesMedia channelsEmpathic MarketingEmpathy drives personal relevanceShared point of viewShared valuesSimilar dreams and ambitionsEngage via passion points Empathy! Experiences  Energy!Perceptions BehaviorsPeer review deepens commitmentSocial mediaWOMPREndorsement  
  61. 61. Empathic Marketing FrameworkEmpathy! Energy! Experiences! Endorsement!KPIs! KPIs! KPIs! KPIs!Cultural Context!Perception! Behavior!
  62. 62. Perceptual analysisRelevanceDifferentiationWorth (quality / value)FamiliarityBrand valuesCustomer valuesInnovationNew / surprisingGaining in popularityExcitingSales (volume & share)Sources:Tracking studyA&U studySales reportsEMPATHY! ENERGY!
  63. 63. Behavioral analysisShopping behaviorsStore trafficWeb trafficeMail open ratesCTR / VTRAdvtg awareness / recallSentiment analysisPR analytics SM likes / followersSources:Web analyticsOLA analyticseMail analyticsTracking studyEXPERIENCES! ENDORSEMENT!
  64. 64. Cultural context analysisSocietal  trendsCohortvaluesMedia&technologyFashion&designEconomicissues
  65. 65. Cultural Connection MappingCollective Counter InfluentialContextualEMBRACESEEDACKNOWLEDGELEARN
  66. 66. Empathy MappingStrong brand equityWeak brand equityStrongcustomer valueWeakcustomer valueFOCUSFIXREFRAMEMONITOR
  67. 67. Experience MappingMore effectiveLess effectiveDirect impacton goals*Indirect impacton goals*INCREASE INVESTMENTINNOVATE AND TESTMAINTAIN INVESTMENTDECREASE INVESTMENT*Goals = Image / Engagement / Sales
  69. 69. Defining Cultural Context!What the brand owns:! What the brand needs:!Brand Equity!Brand Empathy!What the brand believes:! What the customer values:!Image:! Engagement:!Key Marketing Metrics!Sales:!Brand proposition:!Brand Experiences!Archetypal Voice:! Interactions: !!Iconography:! Channels:!Empathic Marketing Brief
  70. 70. linkedin.com/wikimurph@wikibrandingWikiBrandingIdeas.comwikibrandingWe > Me
  71. 71. Thank you.