Warc, 16 May 2014
NEW YORK: Establishing a "brand belief system" can
help marketers ensure their messaging and actions remain consistent across the
wide range of channels now at their disposal, a leading executive has argued.
Shaun Nichols, vp/integrated content marketing at Dr Pepper
Snapple Group, told delegates at the Advertising Age Digital Conference 2014
that using a brand "playbook" had previously worked well on
traditional media.
Dr Pepper, however, wished to answer a key question:
"If we start to move away from that into more niche areas – into more granular
communities, into more fragmented places – what starts to happen?"
Creating a "brand belief system", as summed up by
the phrase "We believe 'one of a kinds' make the world a better
place", promised to guide its action across the "galaxy of ways"
of reaching and talking to people, she said. (For more, including details of
how to activate a brand's "belief system" read Warc's exclusive
report: Dr Pepper celebrates being "one of a kind".)
"The consumer now has the choice to be able to choose
when they want to listen to us, where they want to listen to us and, in fact,
what they want to hear from the brand," Nichols added.
"It was a brand system that allowed us to be clearly
understood, but at the same time it allowed us to tell a variety of different
stories to a number of different people."
Having a "belief system" can thus prepare brands
for the loss of control that comes with engaging consumers on digital platforms
where two-way conversation is the norm, she argued.
"What we realised is that our role is not to lose sight
of what our brand belief is, but … to conform with what our brand behaviours
are."
Understanding how a brand should behave, alongside the main
principles underpinning its communications, therefore lets marketers make
progress at both the mass-market level and with smaller, more targeted, groups.
"For years we've all been saying we want to be out
there in those niches players, we want to be doing that, but we didn't quite
know what the message should be," Nichols said.
Data sourced from Warc
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