KJA Mind Finds

Here’s some good news: A recent study by the University of Pennsylvania delved into the archives of the NY Times and found that “positive content is more viral than negative content.” So, even in this world riddled with headlines about tsunamis, earthquakes, protests, fuel prices and yes, political misbehavior – we still prefer to spread positive news and information. Aren’t you glad to hear that?

Need more proof? Let’s turn to Facebook – where “Like” is the goal for much of what’s posted. The social media giant recently looked into major news sites with a presence there and found that “provocative” or “passionate” stories generate two to three times the engagement of other stories. Similarly, the Penn study noted that the trigger for sharing seems to be about emotional arousal more than anything. Content you can imagine someone emailing with either “Awesome!” or “WTH?!” in the subject line gets spread.

From a marketing and branding perspective, this further emphasizes the importance of unique, engaging stories, content and experiences. Awe-inspiring. Something that connects with your audience so much they’ll share with their social network.

How can you change what you’re doing to make it “Awesome!”?

Michelle Corley : KJA Designer & Thinker

If you tuned into coverage of the Master’s, you might have gotten a first look at the new “Rethink Possible” message from AT&T. The company kicked off their latest rebranding efforts here – hoping to convince you that they’re more than a mere telecommunications company – they’re an innovative, lifestyle company.

This makes me ~sigh~… as a consumer and as someone involved with advertising strategies. I recognize consumers are fed fat concepts and sugary ideals by corporations. We’re told what’s iCool. What’s not. And it’s ideally done in ways that make us feel better about ourselves, our choices – and by extension – better about the company.

But if you’re going to define your company – or redefine it as the case here may be – wouldn’t it be hugely innovative to do so in such a way that actually affects your customers’ lives?

Could improved customer service do that? Make it a brag-worthy aspect of the company. Go above and beyond to please the customer and, at the same time, reinforce that relationship.

Maybe your product line needs tweaking. You might need to provide more than one kind of this or the other.

Whatever the solution, the approach is clear: Listen to your customers, then meet their needs. Your reward? Brand loyalty. And brand loyalty brings new customers. Remember, advertising is only part of the branding story. As a business, your true brand is built across your counters, during customer calls, while folks wait in your lobby, in your product quality and with every service call.

Yes – well crafted campaigns impact your brand and the public’s perception of your company. No question. But they become empty words if you’re not living up to your own hype.

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Does your marketing concentrate on how you affect your customers (or potential customers) lives? Not how great you think you are. Not what you think is your best feature. All of that is about you.

Instead – work to show your audience how your brand benefits them. Remember, you don’t have to convince yourself. You – hopefully – believe in what you’re selling. You have to convince them.

To do this you must to listen to them. You have to walk in their shoes, insert yourself into their seats, stand on the other side of the counter, put yourself on the other end of the phone. Think of it as role playing. Pretend – if you must – to be anyone in your demographic. Keep in mind, your tastes, opinions, arguments of logic don’t matter here.

1. Determine how you affect their lives (not just what you sell them)
2. Can you do it better?
3. How can you show and tell them?

Now consider this: When your focus is on your customer – don’t you deliver a message about yourself?

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