Logorama is a 16-minute animated film written and directed by H5/Francois Alaux Hervé de Crécy and Ludovic Houplain, and produced by Autour de Minuit. It won the Prix Kodak at the 2009 Cannes Film Festival and the Academy Award for Best Animated Short Film at the 82nd Academy Awards. It uses no less than 2,500 logos to show the extent to which brands are embedded in our existence. Logorama is of course a visual hyperbole of our daily branded lives yet frighteningly realistic. On viewing this film you realise our relationship with any of these brands rests almost exclusively on consumer action and direct experience.
This week’s launch of the We Feel project – http://wefeel.csiro.au/#/ – developed by computer scientists at CSIRO and mental health researchers at Black Dog Institute – http://www.blackdoginstitute.org.au/ – to map the world’s real-time emotional state, is pretty crazy stuff. This easy to use emotion-barometer revealed some hair-raising emotional insights when I searched for stats on global love, lust, joy, fear, neglect and more. But in all seriousness, this is important work and the application of this technology in the mental health sector is what I’m keen to see play out, both domestically and internationally.
This type of mapping through the language of emotion got me thinking. Could Pinterest, as an archive of visual thoughts laden with humour and sarcasm, be used purposefully to gauge sentiment for brand marketing purposes? I’m talking above and beyond the menu of analytics tools available.
So, testing the waters, and analytics aside, I conducted a quick search using a few of the corporate standards. I was thrilled to see such honesty. These neat snapshots from times past and present are pretty powerful. They reflect satisfaction, dissatisfaction, anger, happiness, ideas and ideology. Emotions drive consumer actions on a daily basis. Acknowledging which are relevant to your brand at any one time, or tracking public sentiment about your brand over a given period, or being aware of the pre-dominant emotion tracked by We Feel to feed into a regional brand strategy, could be the missing link you’ve been looking for to really connect with your consumers.
Pinterest offers a library of emotional mood boards that if interpreted intelligently could enrich consumer-brand strategies when read alongside the insights drawn from analytics. Exciting times ahead for Pinterest and brand marketers on a platform where pictures really do paint a thousand words. Pinterest lists 18 brand success stories on its website. Etsy is one of them. Read it here – http://business.pinterest.com/en/success-stories/etsy
My recent discovery of TuShare and Retrash has helped to validate my belief in the concept of collaborative consumption as economically, socially, politically, environmentally and ethically imperative.
If we extract this moral code – where products are consumed through sharing, or an artist’s work is created using pre-existing materials – and ask the business sector to consider how this perspective could be transposed and applied to a commercial paradigm, it may be possible for brands to move closer to a culture of customer centricity, relevance and functionality. Think product ingredients, useability, value-adding. Surely this is the kindest way to profitability. I’d written this prior to coming across a blog article by TuShare’s CEO James Bradfield Moody in which he says:
Brands that successfully sell their purpose, rather than their services, have much more potential to success in driving loyalty and building community over the long term. And a clear and compelling purpose has the potential to give a brand the opportunity to more effectively connect with its core audience and market.
Here’s the link to James Bradfield Moody’s article – http://www.marketingmag.com.au/blogs/collaborative-consumption-and-the-sharing-economy-shaping-the-market-in-2014-and-beyond-47488/#.UxsGG-eSzOc
This post questions whether the quality of brands’ customer service is too often neglected, while the beginning and middle parts of a customer’s brand journey, (more commonly understood to be the customer experience), take not only the marketing spotlight, but the budget as well.