Becoming an Earned Brand
- The pace of change in marketing is accelerating rapidly.
- Upstarts like Uber, Tesla, Warby Parker and airBNB are challenging long-established brands, and categories are being re-imagined.
- Purpose is emerging as an expectation. The study found that 62 percent of respondents would refuse to buy a brand if it fails to meet its obligations to society.
5 Stages of the Relationship
At the Indiﬀerent level, shoppers buy without much thought. At Interested, they might choose a brand over competitors based on their recall of a review or a logo. By Involved, consumers actively scan the shelf for the brand. But the real commitment comes in the last two stages, where the consumer mindset moves from ‘me’ to ‘we.’ At Invested,the consumer believes the brand shares his or her values, and might try to convince another shopper not to buy a competitor. Finally, at the top of the scale [Committed], the relationship truly becomes about shared beneﬁt—the consumer will take action with and for the brand.
Where are the Opportunities?
The Earned Brand’s story is not simply told, it is demonstrated and experienced; and, to do that, brands can’t operate with a style guide alone.The Earned Brand has a world view and a belief system, a purpose and a reason for being—one that defines not just the communications, but how the brand behaves online,offline, and in all contexts.An expressed set of values informs which products are made, which language is used, how customers are treated, and ultimately the legacy the brand leaves in the communities it serves.