“We used to live in a traditional world of customer journeys but now there are multifaceted ways that consumers can engage with brands.”ĭaplyn advises brands to use a more rounded data framework, taking into account cultural nuances, social mentions and primary research of how consumers feel and engage with the brand, to then craft an experience outside of just using behavioural data. “When a brand thinks about their marketing, they have to craft and understand the whole experience,” says Chris Daplyn, UK managing director at Wunderman. The Wunderman research also reveals that nearly one-in-three believe it is important for brands to show they care so that consumers feel more connected to the product or service – a quarter say it helps them justify their purchase.
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He adds: “’On The Pulse’ leaves a lot of room for interpretation and gives us room to activate in different environments.” The brand takes part in Red Bull’s air race, is continuing its tie-up with motor sports, and is activating around football through LED boards, TV spots in games and sponsorship. The brand wants to inject the feeling of excitement, experience, fun and emotion into its communications and aims to be “something like the Red Bull of the tyre industry: younger, dynamic, quicker and not so ‘business as usual’ like the others”. Stephan Cimbal, head of marketing at Falken Tyre Europe, says: “Competitors are all communicating on quality, reliability and safety but for a challenger brand like Falken we don’t have 50 years to build a reputation.”Ĭimbal says the brand identified “an area of communication that’s not used by competitors”. The only way to grow is to take market share from competitors, so the brand aims to communicate the difference. The previous strapline, ‘Falken High Performance Tyres’, was used to tell people it was a tyre brand and set up the proposition but the company came to the decision to change the language in 2016 because of a stagnant European market. The way the product is described plays a huge part in the marketing strategy of challenger brand Falken Tyres – in 2016, it changed its strapline to ‘On The Pulse’ to inject more energy and show “a more human side” to the world of tyres. Newman says: “We haven’t changed the paper, we haven’t become cheaper, we changed our creative and the way that we talk to our audience.” This resulted in subscriptions going up 236% in this financial year versus last year. With our subscriptions campaign we changed it to ‘Don’t Miss the Moments that Matter’, to follow the news agenda.” She adds: “We changed a lot of our language off the back of. “The BBC keeps me informed but The Times and The Sunday Times keep me well informed.” “It was clear that see a difference in the kind of news available and associate a different value ,” says TImes Newspapers CMO Catherine Newman. Catherine Newman, News UKĭespite readerships falling across much of news print media, the ‘Know Your Times’ campaign helped The Times buck industry trends by increasing yearly circulation by 43,000, an 11% boost, in November 2016. We haven’t changed the paper, we haven’t become cheaper, we changed our creative and the way that we talk to our audience. Working with behaviour change consultancy Verbalisation, the ‘Know Your Times’ campaign was based on an in-depth analysis of the language that resonated around the brand, specifically in times of political uncertainty. Words such as ‘non-traditional’ (2%), ‘trendy’ (5%) and ‘ground breaking’ (7%) are less likely to make consumers think of a brand as the best.Ī focus and analysis on brand descriptors and the language used to communicate the brand to readers formed the basis of News UK’s campaign for The Times and The Sunday Times last year. This is followed by ‘consistent’ (59%) and ‘innovative’ (37%). One of the ways brands can earn the right to be considered among the best, as well as differentiate themselves, is through ‘brand descriptors’, meaning the language they use has a vital impact on being viewed in this way.įor 67% of UK consumers, the phrase ‘tried and tested’ contributes greatly to a brand being seen as the best. More than half of UK consumers prefer these brands because their products and services exceed expectations. The research of 2,000 UK and US consumers by agency Wunderman finds 85% of British consumers say there are only a handful of brands that set the standard for excellence across the market – a standard by which they judge all brands.Įight in 10 say they prefer to buy from companies that are widely known as the ‘best’ brands. Consumers are highly influenced by brand language and look to experts and recommendations rather than advertising on TV or social media when identifying the best brands to buy, according to new research.
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