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This Presentation Yet then the power shifted The long, long, long, long, long tail This is not a “new hype” just an ignored reality In a million channel world, brands whose consumers tell the best stories, win How to control millions of inaccurate and divergent conversations ? YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of PG, October 2006 (cc) Lynette Webb, 2006 Brands have to become storytellers, that ??light the fire?? … and let go Brands as Storytellers Part 3: Tell me a story that makes my conversations more interesting Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar Make it something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, so I don’t like to look like a liar If you want them to talk about you make them … LOVE HATE YET NEVER LEAVE THEM INDIFFERENT YOU Yet it is exactly there that most brands leave consumers “indifferent” Customer Satisfaction Averages (scale 0-10) “44% of consumers say the majority of their Customer Experiences are “bland”...” 69% of consumers say emotions count for over half their customer experience Source data point: strategic resource development group, 2006 RATIONAL ARGUMENTS SUPERFICIAL EMOTIONS 0.3 seconds RATIONAL DECISION MAKING IS AN ILLUSION TRADITIONAL SEGMENTATION ASSUMES EVERYONE “FEELS THE SAME” Elsa (Female/urban/mid-income/25-30 years old) 25 29 Its easy to understand the survival of popular traditional techniques such as syndicated market research, simplistic quantitative surveys, and focus groups, [yet] conventional research methods often gather incomplete information. McKinsey Quarterly, November 2006 PSYCHOLOGY – ANTROPOLOGY – NEUROLOGY – SIMULATIONS - … TRADITIONAL RESEARCH OFTEN MISSES THE POINT Make