All posts by Belinda Vesey-Brown

Building brands with Archetypes

ArchetypeCards

If you can build a story around your brand that you can tell at every touch point, your team, current customers and, importantly, future customers will have a clear idea as to what to expect from your product or service.

Our strategic approach to brand development involves leveraging logic and emotion, tapping into how a person or brand behaves.

This instinctive yet unconscious understanding of mental architecture is described by Swiss psychiatrist Carl Jung as ‘archetypes’.

Our approach to building your business is more than creating a logo and a colour scheme.

Archetypes define the soul of your brand and enable you to express it in ways that resonate with universal feelings and instincts. In today’s intensely competitive and complex environment, an emotional appeal is the key prerequisite to effective marketing.

We believe that when archetypal theory is applied to a brand it enables you to separate yourself from your competitors beyond price, product or service, as those can simply be replicated.

A Brand is really about ‘what we and our customers feel and believe’ when they think, touch, see or experience anything related to your business.

A true Brand is the sum of many parts, though fundamentally it is about the ‘head and the heart’ or logic and emotion.

When we identify your brand archetype, we define:

  • Brand personality (archetype) and how it can be used to build brand and culture
  • Supporting brand imagery and elements
  • Brand language and brand story
  • Brand value proposition
  • How to leverage your strapline/tagline throughout your marketing
  • Clear brand direction that can be used to promote new and/or existing products/services.
  • How the brand story can be told at various levels of the sales process.

Many businesses know who they are now and who they want to be in the future but don’t know how to get there. We will define the process you need to evolve into your future brand.

Get in touch to find out more.

Yours in branding

Belinda

Dumb ways to Die – started as a viral campaign, but is so much more.

I think most of us would have seen or heard this campaign with a catchy tune called ‘Dumb Ways to Die’. It is all about safety around trains and has been extremely successful not just as a viral campaign but more importantly as a behavioural chance campaign.

This is a fantastic case study around how McCann Melbourne built on the initial video to include a rollout of print ads, smartphone apps, story books, radio, music charts, huge interactive poster displays and website pledges were all channels used to share the story.

What we love about this campaign is that a good idea executed well with an aim to not just get some cut through with one strong message but leveraged with two way interaction can start to change a behaviour. The stats as the end of the video of the lives saved speak for themselves.

Yours in behavioural change campaigns.

Belinda

Coke uses technology to create this powerful campaign

I just found this fantastic new campaign from Coca-Cola. They have used technology is a way that brings together people in a really powerful way.

In March 2013, Coca-Cola set out to break down barriers and create a simple moment of connection between two nations — India and Pakistan. The initiative “Small World Machines” provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols — together.

Everyone loves winning: how Rydges used gamification to double sales

BRW reporter Ben Hurley writes this story below that supports what I have been saying about the role a clever use of game ideas and techniques can do to intrinsically motivate an audience. Good on Rydges, this is great example of Gamification.

Hotels and resorts group Rydges have extended a campaign using retail gamification start-up, saying the injection of chance into the online buying process has doubled sales.

Wynbox’s “buy to win” software is based on the belief that online shoppers will be more excited by a one-in-five chance of getting their chosen product for free, than they will be by a 20 per cent discount.

The Rydges trial campaign invites buyers to buy a night at Rydges Sydney Airport using a “book to win” button on the website, which gives a one-in-five chance of paying nothing.

“Everyone loves winning,” says Wynbox co-founder and chief executive Damien Cantelo. “So by giving customers or guests a chance to win, it’s a far more compelling proposition than just a discount or another type of sales promotion.”

Tish Nyar, general manager of Rydges Sydney Airport, extended the campaign by an additional week due to its success.

“The initial results from the Wynbox campaign have exceeded our expectations, with over double the number of bookings,” Nyar says.

Wynbox, previously called Wyngle, launched mid last year and closed an investment round in September with Dominic O’Hanlon, formerly chief strategy officer at MYOB, who is now Wynbox’s chairman. Software entrepreneur Daniel Harrison has also joined as chief technology officer. The name was changed to Wynbox because Americans negatively associated the original name Wyngle with ‘wangle’.

Wynbox charges an upfront fee and a 2.8 per cent transaction fee to retailers which use its software.

Cantelo, who co-founded the business with Sebastian Langton, says online retailers are finding discount offers unsustainable because consumers are reluctant to pay full price again when the discount period is over. The discounted price tends to linger online even after the campaign is over, potentially damaging the brand’s value.

Prizes and competitions are nothing new in retail, but Cantelo says the “buy to win” concept, part of a trend towards “gamification” of online retail facilitated by changing technology, is different to traditional competitions. The buyers don’t have to sign up – only buy the product in the normal way. They win instantly rather than waiting weeks or months for a draw. They are choosing the product they want, rather than going in the draw to win a prize that might not suit their needs. And they have a very high chance of winning.

“The one in five chance to win sounds amazing, but it’s the equivalent of a 20 per cent discount; it’s not that difficult to offer,” Cantelo says. “That’s a commonplace discount, but when it’s presented as buy to win it’s significantly more attractive to the customer. Existing retail margins are used to create free items.”

“Specifically with Rydges they save on paying commissions to online travel agencies because it’s done directly through their website. They have just shifted the commissions they were offering to other websites.”

But Cantelo admits some difficulties could emerge if retailers attempt to split-test the buy-to-win model with discounting, to see which works best. Consumers would be put off if they saw a higher price tag attached to the buy-to-win button.

“It’s very important that we have fair market prices,” Cantelo says. “If the consumer feels they are paying a premium it loses its appeal. Over time some retailers may look to do that, to split-test that. But the real value we offer is to offer it as an alternative to discounting.”

Va Va Voom… bringing the Renault brand to life

Renault in the UK gave some test drivers of their new Clio a drive to remember when they pressed the ‘Va Va Voom’ button. This tagline has served Renault well over the years and now a freshly installed button inside the car treated them to an improv scene of Paris complete with shirtless men offering flowers (for female drivers) and burlesque dancers for the males to make their test drive truly memorable.

We liked the way the brand and the tagline were brought alive to give an experience to the prospective customer that was far from the predictable test drive they were expecting.

Congratulations Renault, this was done well.

Yours in marketing,

Belinda Vesey-Brown

 

Change a behaviour using Gamification

Since completing my 10 week Gamification course at the end of 2012, I have been tuning into ways we can start to shape the behaviours of the community for the better.

Gamification is not a concept I can explain in just a few sentences so I wanted to take the time in this blog post to outline some of the thinking that makes it up.

Firstly: What exactly is Gamification?

The simple answer is it is the use of game elements and game design techniques in non game contexts e.g. behaviour change or engagement campaigns.

Some of the elements we can use in the solution come straight from traditional games such as: Points, Resource collection, Quests, Avatars, Social Graph, Progression and Levels (leaderboards).

A good example of Gamification so you can get your head around it, is Zombies Run. This is an iPhone app that I have downloaded on my phone in an attempt to motivate me to exercise regularly… and you know what, it has worked! (as when it comes to regular exercise I am not easily motivated). Here is how it works. After downloading the app and getting ready for a run, I enter a few details like the time I want to run for, connect up my motivating music from iTunes and then the story begins. I am immediately taken on a journey interlinked with my favourite tunes. I have a new name -Runner 5 and a purpose. No longer are my runs just me listing to my music, mind dumbingly hitting the pavement. I now have missions to complete where I have to out run zombie mobs (forced cardio as I really don’t want to get caught!), pickup virtual supplies for the base on which I now live. I earn points and these help unlock new missions. I am addicted.

Where can I use Gamification in a marketing context?

– Externally with customer engagement. Marketing and sales.
– Internally for HR, to enhance productivity even crowd sourcing.
– To change a behaviour. Gamification allows us to think about things from a new perspective to impact people in the areas of health and wellness, sustainability and even personal finance! Check out a few examples here. including the Speed Camera Lottery which used ideas from games to reward people for not speeding.

What types of things are fun?

If you think about the traditional games that you play there are one or two of these points below that will be enjoyable for you.
Winning, Problem Solving, Exploring, Chilling, Teamwork, Recognition, Triumphing, Collecting, Surprise, Imagination, Sharing, Role Playing, Customisation or even Goofing Off.

Sometimes fun can be easy, sometimes it is hard. There is fun with people and there is also serious fun.

With all fun there has to be some motivation and the motivation spectrum below really highlights where a behaviour campaign needs to sit to enact any real change.

The Motivational Spectrum

It is important at this point to understand there are two key reasons that people are motivated. The first is Extrinsically. They do something because you have told them to. There are actually four leves of extrinsic motivation:
1. External – regulation, where someone tells you to do it.
2. Introjection – you may not want to do it, but it says something about you and importantly it makes you look good.
3. Identification – this is where you know the benefits of doing the task, you can identify with why it is important.
4. Integration – you want to do it, yet you don’t want to do it. Exercise is the perfect example for this one.

Then on the other end of the spectrum you have people who are motivated Intrinsically. This means they understand that what they are doing is worthwhile and find it motivating to do it over and over. This is where we want to aim with a behaviour change  campaign, people want to save water, save their money or recycle because they are motivated to intrinsically.

There is a really simple diagram that shows the flow of motivation.

Virtual Economies can help with motivation as they give rewards to people who regularly engage with your brand.  These can be:

VIRTUAL GOODS – Which are virtual items that have value or uniqueness within a game environment. Players may be able to purchase virtual goods with virtual currency, real money, or through achievements within the game. eg Farmville – virtual rewards in exchange for real money.

VIRTUAL CURRENCY – A medium of exchange in a game, allowing players to purchase virtual goods or other benefits. Points in exchange for other things people value. eg. Nescafe Cup of Rewards. Governments can offer reductions in rates or service fees as a reward for the actions of families or individuals eg. water usage. ( See my blog story and in particular the video at the bottom for more ideas from Jesse Schell).

VIRTUAL ECONOMIES – A functional market system in a game, typically including virtual currency and virtual goods that are subject at least in part to economic forces.

Now if you want to be a little overwhelmed at where all the changing technology and gamification could be taking us, check out the video on this blog post I did. It is a real insight!

I believe, fun is the easiest way to change a behaviour.

Yours in gamification.

Belinda

 

 

 

Who gives a crap – Indiegogo success story

We love a good success story and this is one from a Melbourne based business who has teamed product with a good cause. Posting their clever video on Indiegogo, an international crowdfunding site, they set a goal to raise $50K but instead raised $66,548. Not bad!

Their secret – using good humour, a professional video and a well thought out campaign including supporting merchandise, they told the views a story that they could easily become a part of. What we like about this campaign is the clever link to the social channels with a $5 donation scoring you a personal thank you note written on a piece of toilet paper sent out through twitter.

Who gives a crap?  It turns out many people do and we want to congratulate Simon and his team on an excellent example of what is possible with Crowdsourcing.

See more on their campaign here.

Belinda

Air New Zealand Team up with the Hobbit

With the arrival of ‘The Hobbit’ in cinemas, Air New Zealand created this safety announcement in the style of JRR Tolkien’s classic series.

We were in New Zealand when the Hobbit was released and travelled back to Sydney on an Air New Zealand flight and saw this safety video. It not only made me want to watch the safety message, it cemented the passion that New Zealanders have for their beautiful country and how proud they all must be to have such a world renown movie created there. It showed creativity and also captured that mytical element that is very New Zealand. What do you think?

Yours in inflight safety!

Belinda

Parking Douche

We have all had an issue with people parking illegally but there is an even bigger problem with this in Russia and so it was social media to the rescue. With a goal to shame those responsible, this campaign used the web and social media to make sure that they never do it again. This is a perfect example of the power of targeted messages. We love it.

 

Yours in Social Media

Belinda