Richard Edelman, a leading expert in public relations and marketing, recently gave a speech at the University of Notre Dame addressing the crisis in consumer trust. His firm, Edelman, is a long-standing chronicler of consumer trust in institutions including business and government (we’ve covered past Edelman Trust Barometer results on our blog). In 2017, their global survey found that “trust is in crisis around the world” with trust in media and government reaching record lows since before the Great Recession of 2008.
The results for 2018 offer little hope for rebounding from the previous year. The most recent Trust Barometer “reveals a world of seemingly stagnant distrust” as “people’s trust in business, government, NGOs and media remained largely unchanged from 2017.” What the survey does offer, alongside Edelman’s recent remarks, is a potential way forward for those companies seeking to re-earn and re-establish the goodwill of their consumer base.
The Nebraska Tourism Commission recently unveiled a surprising new slogan: “Honestly, It’s Not for Everyone.” Unsurprisingly, it has garnered considerable national press for making this bold move. Conventional tourism campaigns rely on extolling the positives of a given location; European slogans include Germany’s “Simply Inspiring” and Norway’s “Powered by Nature,” while in the United States we have Utah’s “Life Elevated” and West Virginia’s “Wild and Wonderful.”
Nebraska’s new slogan takes a different approach, acknowledging that the state doesn’t get attention as a leisure destination or even a significant natural beauty. By turning conventional wisdom on its head, the Nebraska Tourism Commission is attracting attention of a different kind and ultimately achieving its goal.
The concept of hermeneutics – introduced to me by the remarkably intelligent Rodger Nishioka – is that we all have various “lenses” through which we interpret the world around us. These may be immutable characteristics such as age and race, or changeable ones such as level of education, location, or job status. The unique way we each process information is related to the combination of lenses through which we receive it.
We recently explored the potential behind a hermeneutics-inspired approach to consumer segmentation in marketing and advertising. These lenses of interpretation are a kind of inverse of the typical approach to consumer segmentation – separating people into various demographic groups (from the outside in) and targeting them with messages that are calculated to resonate. The hermeneutic approach suggests an internal lens, allowing us to attempt to see through a consumer’s eyes by understanding the factors that influence their perception.
How might this concept help us create brands that attract a wide audience and inspire ongoing relationships?
My wife and I are big fans of Rev. Rodger Nishioka, an astonishingly bright man. We love his insightful and perceptive approach to examining the big issues of our day. The opening sentences of Rodger’s recent note have been on my mind since I first read it. He wrote:
Hermeneutics. It means “interpretation.” I like to think of hermeneutics as a set of lenses through which each person views the world. Hermeneutics, or how we interpret the world, shape everything. The truth is each of us have multiple hermeneutics. We view the world through a complex combination of lenses. Some of my lenses are male, fourth-generation American of Japanese ancestry, single, mid-westerner (that is the newest one and I am still growing into it) and educated (some might say over-educated?!)
Our Design Mindset series has attempted to define some of the many abstractions around “good” design – what is it, and how can it be quantified and consistently achieved? It’s easy to understand the importance of design in creating new products, both to stand out in an increasingly crowded market and to develop a user experience that resonates with consumers. It’s more difficult to implement design in other aspects of business, but the rewards are significant for those that do.
In an article published by McKinsey & Company, designer John Maeda remembers a client who had a realization about the importance of design, saying “Oh, so design isn’t about this pixels thing. It’s about systems thinking… it isn’t just about the appearance.” Good design values aesthetics, but perhaps even more so it values the integrity and functionality of systems. Let’s explore how successful companies bridge the gap between product design and systems thinking.
In the world of high-profile brands, there are many success stories that we return to again and again. Steve Jobs and the creation of the Apple brand – Tesla’s Elon Musk – Richard Branson and his serial entrepreneurial success – Jeff Bezos and Amazon. Other brands don’t get as much attention. This bias is so ingrained that we sometimes overlook brands that might have a lot to teach us.
I originally hesitated to write about Zumba, the global fitness brand that continues to explode in popularity despite a lack of attention from the business community. But to dismiss the brand is to fail to notice how deeply and brilliantly it has tapped into evolving trends in the fitness (and music) world and how innovative its founders’ approach to growing their brand truly is. What makes Zumba work and what can its success teach us about building our own brands?
In our exploration of successful, authentic brands, we’ve discovered a number of recurring themes. Brands that stand out in the minds of consumers aren’t shy about sharing their purpose. They’re aware of and intentional about the value they’re promising to their customers and how they deliver it. They know that a great customer experience really starts with taking care of their employees. They understand the power of words (especially taglines) in communicating their value, and they back those words up with action.
One enduringly successful brand, the outdoor lifestyle-focused REI (which is celebrating 80 years this year), has taken the concept of brand action to new heights in recent years. Their OptOutside movement boldly reshapes the status quo among retailers and provides a powerful model for brands that want to turn their brand image into a signifier of something greater.