October 28, 2007

Looking for the Common Thread

I'm looking at this August article about the General Motors online campaign customized to match each targeted consumer based upon their Web habits. The three customized versions of the ads may as well be ads for three completely different products.

And I'm thinking about a conversation I had the other evening with Charlotte Beers. (Last week when I was writing about how important math majors may become in our industry, I had forgotten at the moment that Charlotte was indeed a math major. So she would no doubt be as formidable a force in our industry during this century as she was in the last!)

Anyway, I was talking about this whole trend of customization and "having-it-your-way," and Charlotte made the powerful reminder that people are more alike than they are different. There are core emotions that all humans share, and a brand's challenge is to connect with those emotions in an authentic, resonant way.

That's the heart and soul of effective marketing. And anything else is "cutting corners" or wishful thinking that technology could possibly take the place of smart and creative brand positioning.

I wonder if some marketers aren't running the risk of dilluting brands - or not adequately defining them - by their over-concentration on customized communications.

Having customized products is one thing. Starbucks certainly provides an extraordinary array of choices. But, when it comes to marketing and communications, Starbucks is laser focused and consistent in its brand position - to be "the third place" beyond people's homes and offices.

Apple is equally focused in its marketing and communications...and offers, interestingly, a much more limited product choice than its PC competitors. I'm fascinated by that, as it seems to be so contradictory to the individuality of Apple's "think different" customers.

Making a Difference

This morning, there was an author on The Today Show talking about his book on what makes a job miserable. He said there are basically three reasons people find they feel miserable at work. The first is anonymity...no one knows who they are or acknowledges their work. The second is relevance...they don't feel their job is especially relevant. And the third is they don't feel they are making a difference.

Actually, I would say all the first two are both part of the third: making a difference. People want to feel they are making a difference. It is such a basic, vital human need.

One way that companies can help their employees feel they are making a difference is by making a commitment to cause marketing. A recent survey shows that 40 percent of employees wish their company would do more to support a cause. What do they care most about? Health issues (80%), education issues (77%), environmental issues (77%) and economic development issues (77%).

Getting a company involved in cause marketing can boost pride, loyalty, and productivity. But it works best when you can find a way to get the employees involved as well. Don't let it be just a corporate undertaking. Figure a way to enable everyone to be involved, hopefully in ways that fit their individual interests and abilities.