Confronting infobesity

We are all overloaded with information. The internet, smartphones, e-books, free-papers and advertising are bombarding consumers with thousands of messages every day. Marketers are no different, with the ever-increasing importance of research, how can we filter through all the reports to find what’s valuable? We need to be smart about what and how we read.

It is very important that different sources are used to give us a rounded picture of the marketplace. The more places we can get intelligence from, the better informed our decision-making will be. It is also imperative that we have flexible hypotheses. Whatever assumptions we have made, whatever results we expect to find, we need to be prepared to change our mind. Every additional piece of information will provide greater depth and understanding. The important thing is to take data as another piece in the puzzle of knowledge.

But how can we manage the data deluge without becoming overwhelmed? The key is to be open to new ways of thinking, to challenge the narrative, but not to get sucked in. Some people read a report and take it as gospel, others will quickly dismiss it, and people like me will read the information, then find out the sources, then dive deeper into the figures. But that’s my job; marketers tend not to have the luxury for such indulgent reading. The smart move is to find a balance: Read it, understand it, decide how much you trust it, challenge the position, change your theory accordingly, and then move on.

Why not try an information diet? Consume information in a healthy way: don’t ingest too much in one sitting, read bite-sized chunks often, vary your sources of information, and don’t read too late (or your brain won’t be able to digest it before bedtime).

I need a hero

The discussion ‘Do we need heroes?’ as part of the Scott of the Antarctic series at the Natural History Museum last week got me thinking... What is a hero today? And can a brand be a hero?

The definition of a hero was disclosed as: Someone who is admired for their courage, achievements and noble qualities. However, the more we discussed the definition of a hero the less sure we became of it. People seem to hold their own definitions, depending on their own values, and that in modern times “hero” has become less distinct, and is often confused with “idol” and “celebrity”. Although you can understand why when a hero has courage, people worship and idol and a celebrity is famous, it is possible in this day and age to be all three.

But can a brand be a hero? Well, at the end of the session, I harboured the definition of a hero to be: Someone who is admired for being committed to the values that we cherish and has the courage to achieve their goals to the highest level. So to this end, yes, a brand can be a hero.

Which brands might we consider heroes? Well, ultimately this depends on the consumer – each is an individual holding personal values that the brand must represent and deliver. M&S with its Plan A might be a hero brand for consumers who believe that it is important for companies to combat climate change, reduce waste, use sustainable raw materials, trade ethically, and help people to lead healthier lifestyles. Tivo, Apple and Amazon might be held as heroes because they have ventured across frontiers and delivered consumer products that allow customers to explore new territories (new ways of working, buying, watching, reading etc.). Maybe Iceland is a hero to families who have less disposable incomes, because it is committed to providing affordable food.

So how do you make your brand a hero? Well, there are several factors that you need to consider and deliver to acquire hero status. First, you need to be sure your brand has clear values that will resonate with consumers, and then you must provide a story, something for your consumers to tell their friends. You must generate images, something that the consumer connects with and is easily identifiable. Consider the timing and what else is happening in your consumers’ worlds. An international presence helps to communicate that you are committed to delivering your promise on a grand scale. And finally you must sacrifice - you have to have the courage to commit to a promise. No matter what.