Adaptive Brand Marketing: Customers Rule
With 80% of customers willing to switch brands how do you build loyalty? When we look around at the choices we have as consumers or businesses we often realize there are only a handful of brands that can command faithful and undying commitment to the "label" or brand. Many customers look for price incentives and functional benefits and ask themselves "why should I buy from these guys?"
A new Forrester Report has laid down new rules for brand marketing that move away from the four P's: Product, Place, Promotion, Price. The new key to brand marketing is understanding the connection to the customer. The customer wants and needs to influence the brand, giving them a new experience of loyalty. I completely agree — brand marketing should not be driven purely by pushing out the brand but more by truly attracting the customer and creating customer involvement in the brand.
In the 24/7 word of advertising through hundreds if not thousands of channels, you can't out-yell the competition. You can try to gain more visibility but it's much more subtle and connected than that.
I'm not sure what the $499 Forrester report says, but here we'll share our key rules for free. Our sense of what drives customers to brands has sprung from the world of teenagers and new media, and from observing what consumers want the most — to "own their brand experience". So here are our seven "rules of engagement"
Adapt to Your Customer
 Customers rule.
Yes, realize that consumers, even b2b customers, have more control and that they know it — they have more demands than ever before. They listen to each other talk and complain very publicly online, they don't buy false promises, goofy marketing pitches or ads that don't relate to real product benefits or real experiences they identify with. So pay attention to what they say and what they want.
 Be interesting.
If you do anything, realize that your company (brand) has to stand out against the vast expanse of brands and options. Look at your competitors and don't do what they are doing — be different! You'll get noticed. This is the mantra of the ultimate marketing guru, Seth Godin — be a Purple Cow. The more truly unique (but still real) your brand is, the more interesting it will be.
 Ask and share.
This is why using Twitter and Facebook as well as encouraging customer input on your website and blog is invaluable. You get to hear the customer voice and share yours. This is real engagement. The more you engage, the more customers will value you.
 Don't yell.
My 13-year-old son has taught me one thing. If I constantly yell at him and tell him what to do he hears nothing. Many brands push, push and push their marketing, their ads and promotions through every possible vehicle. Younger consumers have learned how to tune out what they don't want to see, hear or experience. And I bet you do too.
 Talk to customers.
And on that note, talk to customers. Talk to them like a friend with whom you are sharing the coolest new restaurant you found or a great new product you love. Share with a down-to-earth brand voice that keeps you in touch with the customers, like Southwest Airlines — with their campaign of "bags fly free" they are communicating with you, the customer, about what you want. I feel like the brand is there for me and represents, well, me!
 Don't fake it.
Making up a voice, a campaign, a whole approach that has no connection to the reality of consumers only reinforces the lack of connection the brand has to the real experience of your customers — like "fly the friendly skies of United", really? Honestly identify with their needs and deal with their issues and you will build loyalty for life.
 Be able to adapt — fast.
If anything, the Toyota debacle showed that when brand promises go bad, companies and brands must respond quickly and honestly with real solutions and communications customer's value. It also means seeing what matters to customers and changing what you do, what you sell to meet their needs and respect their values.
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