In the End, Everything Matters

Our agency is all about helping clients build the right Circle of Influence. It is through recognition that the circle exists and how to interact with it that helps clients grow their brands and businesses. We explain:

Effective communication is no longer about pushing messages outward and controlling the consumer’s perceptions based on our own internal strategies. The Internet has changed the ownership of control – now in the hands of consumers. Today, communications is about engagement and reciprocity.

Brand decisions are now being made within a Circle of Influence the consumer is ultimately in charge of. As stewards of client brands, we recognize that everything matters. All points of contact that exists between the brand and consumer are important – what the company says about its brands, how it (company) behaves, packaging, store experiences, salespeople, employees, web sites, literally everything indeed matters. This includes things that companies create as well as those the consumer creates and/or listens to.

For consumers the decisions on brands are formed through “agreement” of various parts of the Circle of Influence. The more elements of the Circle that agree, the more convincing the brand story becomes. Our role is to help clients understand and map the Circle in their respective businesses and to show how to strategically address this organic and constantly changing communications environment.

Here, briefly are the basic Circle elements:

There are five elements, and all of them are important.

Friends – Research continues to show that respected personal friends and family carry more persuasive power than any company advanced message. In many businesses, the most loyal and devoted brand fans are found at the core of potential word-of-mouth strategies. Companies must work hard to identify, engage, reward and involve their best users. Often this is through brand sponsored experiences and outreach that is by definition unselfish and based on an understanding of consumer passions and interests. It is the polar opposite of navel gazing.

Influencers and authorities – Most product categories can benefit from enlisting outside, third-party experts who may have credibility with the end user -- and whose voice can supply a tacit endorsement to what clients hope consumer’s will ultimately believe about their products and services. It is best when relationships with authorities are based on authentic opinions, views, analysis and credible evaluation. When respected experts corroborate what a company says about its brand, it communicates an impression of cutting edge and reliable solutions. In some cases influence can be found in media personalities and pop culture icons, although great care must be taken because of the volatile and tenuous nature of personality based influence. If influence is founded on truth, it will read that way.

Media – No matter what form it may take, from mainstream to citizen pundit (Blogs), especially in North America the media holds great sway over opinion and views. While not as all-powerful as it once was, this is nevertheless a critical part of establishing a baseline of credibility for what a brand hopes to project to its audience. It is the job of editorial media to examine and verify what companies assert about products, services and their own reputations. Editorial coverage can be a powerful resource inside the Circle. It can be equally destructive when misdeeds and negative violations of the brand/consumer relationship are exposed.

Experience – In one corner in the black trunks is “habit” and in the opposing corner in blue is “the allure of something new.” At the bell, which will win? To some extent habit has some advantage if the emotional rewards and bonds for continued use remain strong. That said, more so than at any other time in modern marketing, the allure of new and presumably better can be strong. For brands starting to wear thin in the emotional ties and rewards with consumers, it is a dangerous situation indeed. Knock out blows can happen. In the end the consumer’s experience is the final judge, With that knowledge, it is important to recognize the right time to purposely reinvent and challenge conventions. Experience changes over time and brands must evolve or perish.

Company communication – Advertising, promotion, packaging, store design, sales people, customer service – for that matter all employees -- can help or hinder the Circle. Everything matters and in light of this, marketing communication programs should address all avenues of contact and all stakeholders no matter where they exist inside or outside company walls. Inconsistencies or violations of public trust can be devastating as companies must now live in a glass house. All successful brand relationships are based on emotional connections. Consumers come to the table with an expected feeling they will receive from use. This point should be acknowledged in the form and manner of any interaction the consumer might have with the brand.

Total Customer Immersion or Surround Sound – As we call it is based on the theory that every part of the Circle must be considered in the development of brand communications strategy. While some of what occurs is indeed organic and outside of company control, it should nevertheless be recognized and taken into consideration that when more of the Circle elements agree, influence occurs.