The second and concluding day of the CII Brand Conclave saw Dr Erich Joachimsthaler focusing on new ways to connect with the consumer. According to Dr Joachimsthaler, traditional advertising that is essentially about TV centric exposure of a single message was no longer effective. Consequently, the five Ws (Why, Who, When, What, Which), which were the cornerstones of olden day advertising, had lost their relevance in this age of integrated communication solutions.
The crux of the new ways to connect with consumers, Dr Joachimsthaler said, was to find a role in the consumer’s life. “It is about intersecting the brand in new ways with the consumer’s life and about leveraging the emotional code of the context in which consumers live,” he said.
He cited the example of Lays, which has made the transition from being America’s favourite chips, at best a borrowed interest, to coming out with the platform of ‘Lay’s Moments’ that sought to find episodic connects with the 1,440 minutes that consumers lived everyday. Its media plan, therefore, encompassed not just mass media but also blogs, sharing pictures as well as podcasting.
Another example that he dwelt on was that of Axe, which by way of giving an edge to the American youth in the mating game, went on to build up a solid franchise spanning much beyond its core target audience.
Dr Joachimsthaler also spent time on the various measurement tools of brand effectiveness such as copy testing and tracking, brand health studies, analysis of returns on marketing investment, predictive forecasting and, above all, analytics driven by marketing acumen and creativity.
He also answered several questions from the floor, including those on the efficacy of celebrity endorsement, events and sponsorships, etc. Again, according to him, their effectiveness depended on how well these synergised with the brand and were able to link themselves to everyday life experiences of consumers.
CII Brand Conclave: ‘Advertising can no longer be the sole engine in brand building’