meyocks - mentor branding
TRANSCRIPT
A New Opportunity for Brands
Why do consumers buy products and services?
Traditional Brand Differentiation
Traditional Brand Differentiation
Functional Brands
Traditional Brand Differentiation
Experience Brands
Traditional Brand Differentiation
Image Brands
Traditional Brand Differentiation
Could changes in our culture create new opportunities for brands?
Consumer Survey
• National online survey conducted by Meyocks• Sought to explore consumer perceptions about
their lives
Finding: Major Cultural Shifts• Shift to a data-based network society • Shift to a plural, clash-of-cultures society• Shift to a happiness, self-at-center society
A Data-Based Network Society• The digitally driven network is fundamentally
changing the nature of how we live, work and generate information
• We are connected by technology that changes distance and time – and creates extraordinary volumes of data
Source: Meyocks Consumer Survey (2014)
A Data-Based Network Society• This always-on,
always-connected reality creates information overload, confusion and complexity for consumers
• It threatens to leave some consumers behind if not part of the “right networks”
Source: Meyocks Consumer Survey (2014)
Brands have the opportunity to be a counselor and a resource for their customers.
A Plural, Clash-of-Cultures Society
• We are all, in some respects, minorities, today• We have contact with more cultures and values
systems than our parents or grandparents did• To cope, we retreat to the most homogenous
networks, neighborhoods and news organizations we can find
A Plural, Clash-of-Cultures Society• It leaves many of us
anxious about our new place in the world and apprehensive about what or who is working for or against you.
Source: Meyocks Consumer Survey (2014)
Brands have the opportunity to be a champion for their customers.
A Happiness,Self-at-Center Society• We face uncertain
futures for material prosperity
• We know – after a certain point – money won’t make us happier
Source: Meyocks Consumer Survey (2014)
A Happiness, Self-at-Center Society
• We used to look to family and tight-knit geographic communities and religious institutions for wisdom
• Today, we look for wisdom to help us become our best, most authentic selves rather than conforming to some external standard
Source: Meyocks Consumer Survey (2014)
A Happiness, Self-at-Center Society
• The “selfie” is metaphor for the focus of our culture
• We strive for happiness, well-being and self-actualization, but we don’t know how to get there
Happiness, Self-at-Center Society
With this shift, brands have the opportunity be a motivator and a role model for consumers.
Brand Opportunities• Counselor – Gives the customer advice, information
and guidance; helps solve problems and build problem–solving skills
• Resource – Connects customers to people and information, and opens doors through connections
• Champion – Advocates for customer• Motivator – Inspires the customer, offers
encouragement, builds customer confidence• Role Model – Serves as an example of values, ethics
and practices
In aggregate, these five roles share a common thread; they are the roles of a
mentor.
Mentor Brand DefinitionMentor brands are those brands in which a significant amount of their value proposition is derived from value-added information, customer advocacy or inspiration.
A New Opportunity for Brands
The Value of Mentor Branding
Mentor Branding Examples from Meyocks Clients
Mentor Branding: Information
Mentor Branding: Information
Mentor Branding: Inspiration
Mentor Branding: Inspiration
Mentor Branding: Advocacy
Mentor Branding: Advocacy
Questions
