I am nothing if not the consummate brand-driven guy; I love uncovering the mysteries of brand and its relationship with the customer.
Recently, David Baker wrote a post for Media Post’s EMAILinsider (free registration may be required), discussing the range of digital strategies surrounding consumer brand support. He pointed out that “…too many marketers try to make something fit when it really doesn’t naturally do so…” referring to stillborn digital campaigns positioned improperly for the brand or product personality.
Email campaigns, for example, have four functional values to consumers: Functional Value, Promotional Value, Social Value, and Informational Value.
The author goes on to explain each, and helps tie brand strategies to them with examples. Functional Values for example, are often used by financial institutions for fulfillment and notification; Promotional Value is self explanatory; Social Value supports peer-to-peer connections for brands that foster such a connection; and Informational Value refers to a customer’s need to stay informed about the brand, and is best executed when it is timed closely to the customer’s need for that information.
Some or all of these can be used in a brand support campaign; but the author’s point is that often it’s a mistake to try to use all values during a single campaign. Close adherence to the brand and its attributes will commutate to the marketer which values are appropriate, and how often they should be used. Improperly using any of these values can potentially harm the brand, at the very least confusing customer’s brand perception, and in some cases changing its personality.
So beware the ugly head of “gotta use every tool in the toolbox” mentality that we all trap ourselves in sometimes. The secret is to be selective in your strategies, and make sure the ones you use are those which will properly SUPPORT your brand.