When it comes to Social Media, here’s why most Brand Leaders still don’t get it

BBI Learning LogoEvery day we read about how Social Media is completely changing the landscape of marketing.  That’s a huge Statement.  Is it changing that much?  Has it changed you?  Or are you one of those Brand Leaders that keeps trying to figure out “HOW THE HELL DO I DO THIS?”  I think the statement really should say “Every day, we see traditional Brand Leaders still confused by Social Media with no clue what to do”.  Thank god we are past the “Like us on Facebook” stage and thank god we have stopped doing websites on how to cleanse a wound.   The next stage is to stop saying your brand is on Twitter when you have 57 followers and you send out a tweet every 3 weeks.

Brand Leaders have to recognize the change in the marketing model. For generations, they talked AT the consumer, but now they have to talk WITH the consumer.  In the old school, Brand Leaders were trained to try to INTERRUPT the consumer in a busy part of their day and then YELL at them over and over again.  It was all about AWARENESS-PURCHASE-LOYALTY where Awareness leads to conversion to Purchase which then the brand experience leads to Loyalty.  The new school of marketing is all about LOYALTY-AWARENESS-PURCHASE where the most loyal users will be the ones driving Awareness and the influence of the conversion to purchase.  It’s no longer about yelling at strangers on TV.  Instead, you have to engage your most loyal consumers, and they become the medium for reaching new users as they WHISPER advice to their friends.

The modern Brand Leader gets the power of being a loved brand.  When your brand is loved, demand becomes desire, needs become cravings and thinking is replaced by feeling.  Consumers become outspoken fans ready to speak out and battle competitive users.  Next time you want to leave a cocktail party but can’t convince your spouse to go, find an Apple user and tell them that Android is way better.  It will create such a fight that your spouse will drag your ass out of that party very fast.  Now, that’s brand loyalty.  

This connection between beloved brands and their consumer becomes a source of power for that brand to use.  In today’s world of Brands, the most Loved are the most powerful.  Brands like Starbucks, Google and Whole Foods aren’t using TV advertising, but instead they are taking their brand experience to social media and influencing their most loyal brand lovers to spread the word.  People post a picture of their Pumpkin Latte on Facebook and now 137 people now want one. 

The old school thinking is what gets measured gets done.  Old School media has always been about efficiency and the ROI (Return on Investment).  But New School media is about Impact and ROE (Return on Effort).  The influence of social media is like the new “invisible hand” that you know is there, but can’t always measure.  Yes, TV is and always will be the most efficient medium. It’s easy to stick with what you know and has a whole system of measurements.  But TV is an announcement medium, not an influence medium.  TV is best used for broad awareness and new news.  But it’s not as good at influencing as social media.   There are loved brands who still spend 95% of their ad budget on TV.   Yet, their TV ads tell us nothing new and fail to move the brand forward. The better spend would be take all that stored energy within their most loyal users and get them to influence their network of friends.  Your most loyal consumers become the medium for attracting new users.  

For Brand Leaders to get it, they should be living in the space of social media.  It’s a great chance for Brand Leaders to get in the shoes of your consumer, see how they live, hear what’s important to them, use their rich language and feel what they think about your brand.  Be active and be engaged.  You’d better hurry up though, because pretty soon what we see in front of us as new school media will be old pretty soon.  And then you’ll be completely out of it.

Take a Walk in their shoes of your consumers


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email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  We believe the thinking that got you here, will not get you where you want to go.  grOur President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1


At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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How to Revel in the Ambiguity of the Unknown

ambiguity_road_signThe role of a Brand Leader is very stressful.   You have to find a way to deal with stress or it will destroy you.   Go for a walk, a drive, take breaks, put the feet up on the desk every once in a while.  There are many types of stress:  1) If the Results don’t come in, it can be frustrating.  Reach for your logic as you re-group.  Force yourself to course correct, rather than continuing to repeat and repeat and repeat.  2) Work relationships can be stressful.  Be pro-active in making the first move.  Try to figure out what motivates as well as what annoys them.   Most times, the common ground is not that far away.  3) There is constant Time Pressure.  Be organized, disciplined and work the system so it doesn’t get in your way.   Be calm, so you continue to make the right decisions.  4) The unknown of Ambiguity is one of the hardest.  This is where patience and composure come into play as you sort through the issues.  The consequences of not remaining composed is likely a bad decision.  

And from what I’ve seen over the years, how Brand Leaders deal with ambiguity is one of the biggest causes of stress, but equally one of the biggest separators of great, from good.  

Revel in Ambiguity

Years ago, I started asking the interview question:  “How do you deal with Ambiguity”.   A fresh-faced recent graduate answered:  “No one likes Ambiguity, so what I seek to clarify the issue at hand, I organize all the tasks, and I knock off one at a time.  In other words, I eliminate all ambiguity so I can do my job”.  A fair answer.  Then she turned to me and said “What about you?”.  And I said “I love AMBIGUITY.  In fact, I revel in it”

When marketing is done at it’s best, the brand becomes balanced in the emotional and rational.   Yes, there’s strategy to help ground you, but there’s also the expression of the strategy through art.  Yes, there’s a creative brief we all agreed to, but there might be 10 agencies all executing in their own way to various parts of the marketing mix.

The brand becomes an Idea.

And that’s more ambiguous than the product you can touch and feel.  

Ideas are what makes brands great.  Think Different motivated an entire generation of Apple employees for a decade to challenge themselves to go beyond the status quo.   It provided a benchmark that the iPod, iPhone, iTunes, iPad and the MacBook leaped over.  When Special K became about “empowering women to take control and maintain their healthy body” the brand became more than just a breakfast cereal.

Great marketing is about Ideas.

And trying to organize yourself too early might make you miss the idea.  Marketing is not about tasks to complete.  It’s about making a significant enough impact to move people.  By eliminating ambiguity, you eliminate ideas.  You end up thinking small, not big.  

delicious-ambiguity12Never be afraid of an idea—and never kill it quickly.  If you are struggling with an idea, then go for a walk.  Or put it to the test:  think about it 19 times, test it out, see if you can stretch it or move it, see what it looks like in concept, ask around to see what people think.  It may still fail, but at least you’ve taken it on the journey.  In terms of pressure points, ambiguity and time pressure usually work against each other.  What I have found is the longer I can stay comfortable in the “ambiguity zone” the better the ideas get—whether it’s the time pressure that forces our thinking to be simpler or whether it’s the performance pressure forces us to push for our best idea.  

In fact, I started to use time pressure to my advantage.  Yes, I always hit deadlines.  Don’t get me wrong.  But I took projects to the breaking point of time pressure versus getting the idea even better.  All you have to do is be the most calm person in the room, and knowing the deadline is looming, be the one to bravely ask “So I know this is good but how do we make this idea even bigger and better?”   I’m sure that  caused stress for many people in the room.  I get that.  But this was that magical moment, with everyone’s back against the wall, when the work went from good to great all the way to amazing.   I have never been one to procrastinate, but I know most people do.  It’s the same essential rule.  The time pressure eliminates the over-thinking, it challenges us, forcing the best ideas to come out.  Nine times out of ten, leveraging that breaking point, the work gets way better.  

Stay calm.  And love the feeling of the unknown, longer than anyone else.

I always say, the longer I can hold my breath, the better the work gets.




To read more about how the love for a brand creates more power and profits:

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  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Consumer Insights:  To get richer depth on the consumer, read the following story by clicking on the hyper link:  Everything Starts and Ends with the Consumer in Mind


Brand LeadershipI run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center


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To reach out directly, email me at graham.robertson@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.