Introducing Emotional Branding to Ensure Success over Indifference in Institutional Relationships

1. Introducing Emotional Branding to Ensure Success over Indifference in Institutional Relationships

2. Where are we going today? new eyes, new ears…new ideas on how to reconnect with your customers and attract your not-yet-customers

3. Some underlying predicates, truths and new ah-ha’s

4. What’s going on around us? NYTimes “Over the past 10 years we have become the stage for the greatest migration of the past 200 years. We have moved from an industrial economy to a consumption economy.”

5. So? • What was the major issue for manufacturers for all of the 19th century and much of the 20th century? • production • What’s changed in 2012? • the biggest problem for makers and sellers is not underproduction but overproduction and competition for the consumers’ choices

6. Our new reality is consumer democracy and empowerment

7. What’s the profound significance of moving from a rational economy to an emotional economy? Harvard Business Review • “In the rapid evolution from a rational economy to an emotional economy. customer satisfaction is out and it is being replaced by customers who want relationships…relationships built on trust”

8. Six Sigma to Human Sigma

9. Three conditions that affect membership and new client relationships - Landscape of Mistrust - Evolution to emotional economy - Confusion over branding

10. What’s the state of trust in the world?

11. Trust Landscape (Mistrust landscape) • World’s temperature • Corporate confidence • U.S. temperature • Regulatory Agencies

12. TRUST The Value of Trust = The Return on Influence

13. What are the three most significant elements of the emotional economy that are relevant to your business? Relationship Imagination/Vision Trust

14. Curiously…asked 100 of PRSA chapter members…

15. How many different answers did I get? 100

16. Let’s debrand some branding myths

17. A BRAND is not a logo… Leci n’est pas une brand

18. A BRAND is not a slogan…

19. A BRAND is not an identity…

20. And finally, a BRAND is not a product…

21. So, what exactly is a brand? • A brand is the trust consumers put in you, your chapter, your agency or company’s experience • A brand is how someone feels about you or your product/service…NOT how they think about it

22. How do we differentiate your client, yourselves, or your agency in this new emotional world?

23. Three new paradigms Share of Heart vs. Share of Mind

24. Context before Content

25. Push vs. Pull Push = welcome to the crowd Pull = creating the conditions for connecting

26. What did seven CEOs and 11 EVPs and VP say… “How effectively does your brand integrate emotional connections into your strategy recommendations?”

27. This is what they said… 50% We always remind them 10-20% 10% or less Disney is pure emotion There is nothing emotional in our product, but totally in our relationships Not enough!!!

28. Then we asked… When you think of your communications folks…what animal comes to mind?

29. Identity Chart

30. Ten Commandments of Emotional Branding Thou shall connect with people Share of heart over share of mind Thou shall only create experiencesProducts fulfill rational needs, experiences fulfill desires Thou shall lead with context over content Content with context is often misunderstood and devalued Thou shall abandon satisfaction and evolve to an exceptional experience Satisfaction is the floor, not the ceiling Thou shall aspire to be trusted Being known doesn’t mean that you are also loved

31. Ten Commandments of Emotional Branding Thou shall move from identity to protagonistIdentity is rational. Protagonist is about character and your higher purpose Thou shall evolve from function to feelThe functionality of a product is about practical or superficial qualities…feel is about a trusted experience Thou shall not sell to the sell…create the conditions for the buyCreate the pull…push is yesterday Though shall only communicate OIVSIO Consumer behavior results from listening vs. Hearing From services to relationshipService is selling. Relationship is acknowledgement of loyalty

32. So, “what’s missing?” New Customers?New Clients?

33. What don’t we know? Where from here?

34. Ok, let’s put this into practice Connecting your brand to people

35. Drivers for Clients Rational Drivers Emotional Drivers • Business Acumen • Emotionally fluent • Deploy the power of Socrates • Simplicity and clarity • Creativity • High Touch • Trust (trust equation) • Values aligned • Eyes and Ears • Likeability • Moment definition

36. Five Connection Building Strategies Make frequent deposits into the goodwill, trust and reputation bank Trust is a precondition of loyalty choices trial word of mouth

37. Create your brand dialogue (or theirs) Storytelling helping us to share our knowledge with context and emotion Uncovering the hidden emotional connection Listening vs. hearing Become a ‘life’ partner Speak in word pictures

38. What do clients need us for? Reveal Map Navigate

39. Can you pass the focus test? The Focus Test: Who are you?________________________ What do you do? _____________________ What does it matter? _________________

40. And, even more importantly…can you pass these three critical tests? Protagonist Experience Relationship

41. What are you the protagonist for?

42. Sh*t happens…decisions are a choice

43. Be accountable—Life’s two realities. Choice and principles. • Nothing replaces integrity—The time is always right, to do what is right • Consistent reliability—The reliability of the people giving you the facts are as important as the facts themselves • Let go and achieve intimacy—It is not time or opportunity that determines trust. Seven years would be insufficient for some people to know each other…others, seven hours would be enough Some closing words on trust

44. So, at the end of the day…what do we take away today? Trust changes everything…why? because it’s the only thing that means everything!”

45. Thank You Alan Hilburg HilburgAssociates alan@hilburgassociates.com 703.615.3621 (24/7 really)