[5 Links] Jason Sperling on Building Brand Attraction in an Age of Brand Aversion

mind of consumer brand loyalist cartoon

The RPA ECD and author of  "Look At Me When I'm Talking To You" - currently unfolding one page a day on Instagram (@lookatmebook) - shares links on fostering brand loyalty in an attention-scarce world.

// Previously in [5 Links]: Faris Yakob on Paid Attention //

Letting Consumers Control Marketing: Priceless
JS: I was especially taken with this quote in the New York Times by an SVP at Walmart, “Today the customer is in charge, and whoever is best at putting the customer in charge makes all the money.” This simply conveyed what I had been witnessing in recent years—consumers, rather than advertisers, are now doing the interrupting. 

The Guilty Truth: There’s Too Much Content
JS: We all know that there is an epic amount of consumer-related content and clutter out there, and this piece talks about how we aren’t able to absorb all that content that interests and that we’re overwhelmed by content overload. 

Permission Marketing: Internet Marketing Pioneer Seth Godin Says He Wants to Change the Way Almost Everything Is Marketed to Almost Everybody. Will You Give Him Permission to Come In and Show You the Future?
JS: Seventeen years ago, the legendary Seth Godin pinpointed that advertising is fighting for people’s attention and that “there’s too much going on in our lives to enjoy being interrupted anymore.” Fast-forward to today. Think about the advancement of technology since this article was written, including the array of smart devices that we depend on daily plus a tidal wave of social media channels that distracts daily life more than we realize.

How to Create a Brand With Values: Some Brands Are Born Good. Other Brands Need to Have Goodness Thrust Upon Them. How Can Companies Tell the Right Stories to Make Them More Values-Driven—and More Successful?
JS: One of my new rules for inspiring loyalty from jaded consumers in this day and age is to “use a magnet, not a mallet.” It is up to us as brand stewards to share our consumers’ beliefs—which will help foster a magnetic field—to validate their way of thinking. Shared values with consumers are powerful relationship builders says the Ben & Jerry’s founder in this article. 

Why Kmart Lost the Attention of Discount Shoppers: In a World Where Rivals Can Match or Exceed Its Price Promise, Kmart’s Brand Meaning Has Lost Its Relevance
JS: Many brands still live under the notion that creating a viral sensation equals marketing success. This couldn’t be further from the truth: see Kmart and “Ship my Pants.” Although this video garnered more than 15 million YouTube views, Kmart sales continued to decline even after the YouTube success.


jason sperling rpa look at me book
Jason Sperling, SVP/ECD at advertising agency RPA, is exclusively posting his new book, Look At Me When I’m Talking To You (@lookatmebook on Instagram), a discussion about winning over jaded, overstimulated consumers, one illustrated, standalone page a day. Rather than passively reading the book, Instagram facilitates a shared conversation with readers. Sperling joined RPA in 2010 from Media Arts Lab, where he was the driving force behind the worldwide “Get a Mac” Apple campaign, declared Campaign of the Decade by Adweek and Top 10 of the Century by AdAge.

[Behavioural Economics] O Behave! Issue 15


The Brand Interrogator: A Marketers' Tool for a Social World


[Video] How do we measure movie, TV and online audiences?

WPP Atticus Award Winners 2014-15

Grand Prix
    (from the Branding and Identity category)

  • Emily Fairhead-Keen
    MEC, London
    I believe the future of brands is Superhuman

Advertising

Winner
  • Alida Jansen and Lorcan McHarry
    TNS South Africa, Johannesburg; TNS Global, Cape Town
    Beating the Brain Game: Communications Success in a New Era of Neuroscience Learnings
Highly Commended
  • Tham Khai Meng with Malcom Pryce
    Ogilvy & Mather, New York
    The Ape, the Adman, and the Astronaut: Rediscovering the power of storytelling
Merit
  • Poonam Kumar
    TNS, Hyderabad
    The language of emotion

Branding And Identity
Winner
  • Emily Fairhead-Keen
    MEC, London
    I believe the future of brands is Superhuman
Highly Commended
  • Dr Sue Mizera and Alessandra Cotugno
    Young & Rubicam Group, Geneva; Y&R Europe, London
    West & East: a guide to migrating brands across the globe
Merit
  • Dr Sarah Walker with Graham Page
    Millward Brown, London; Millward Brown, Warwick
    First Impressions Count: The Power Of Instant Meaning For Brand Decisions

Digital Communications

Winner
  • Rob Norman
    GroupM, New York
    Programmatic: the risks and rewards
Highly Commended
  • Carla Hendra and Jeremy Katz
    OgilvyRED, New York; Ogilvy & Mather, New York
    The Age of Awe
Merit
  • Bob Burgoyne
    TNS Global, London
    The truth about mobiles and shopping
  • Duncan Southgate and Joline McGoldrick
    Millward Brown, Frankfurt; Millward Brown, New York
    AdReaction: Marketing in a Multiscreen World

Media and Communications Planning

Joint Winner
  • James Boardman
    MEC, Sydney
    I believe that the future of brands lies in making loving fun
  • Pete Buckley
    MEC, London
    Statistics & Flows: The creation of brand fame in the digital age
Merit
  • Victoria Cook
    Mindshare, London
    Culture Vulture, Luxury Edition 05

The Nature and Value of Insights

Highly Commended
  • Katie Hrdy with Rachel Eisenberg
    Millward Brown Digital, Boston
    Getting Mobile Right
Merit
  • Bryan Gildenberg
    Kantar Retail, Boston
    The Great Disruption
  • Ray Crook
    TNS Asia Pacific, Sydney
    To innovate, or not to innovate, that is the question

Public Relations and Public Affairs

Highly Commended
  • Michael Stopforth
    Cerebra, Johannesburg
    CATS Rule the Internet
  • Christopher Graves
    Ogilvy Public Relations, Washington DC
    5 Forces That Will Rock Your Business

Research Methodologies 
Winner
  • Alexander Wheatley
    Lightspeed GMI, London
    Open your mind to the power of the open-ended question
Merit
  • Preriit Souda
    TNS, London
    Facebook, Brands & Everything between

Strategy

Joint Winner
  • J. Walker Smith
    The Futures Company, London
    FutureView 2015 Uber All
  • Andrew Curry with Jules Peck
    The Futures Company, London
    The 21st Century Business
Highly Commended
  • Brian Fetherstonhaugh
    OgilvyOne Worldwide, New York
    Careers Rocket Fuel: how to propel your career now and for the long-haul
Merit
  • Jessica Vaughn with Marian Berelowitz
    J. Walter Thompson, New York
    The Circular Economy

Corporate

Winner
  • Mindshare, London
    Point of View 2014
Highly Commended
  • AKQA, London
    TECH.review
  • Finsbury, New York
    The Finsbury Forum
  • Landor, San Francisco
    Perspectives 2014

Under-30 Essay

Winners
  • Clare Kane 
    RKCR/Y&R, London
Highly Commended
  • Alexandra Burke
    Young & Rubicam, New York
  • Katie Chapin
    VML, London
  • Miriam Raisner
    Ogilvy Public Relations, New York