Professor Susan Jones asks Bill Oechsler for insights on branding in a multi-channel world

Note: The following is an excerpt from June/July's 2009 Ask the DM Experts column by Professor Susan K. Jones, of Susan K. Jones and Associates:

Q. In today’s world, direct and interactive marketers need to be concerned about branding – it can’t be relegated to what we used to call “general advertisers.” Can you share some insights on branding in today’s “brave new world” of media choices?

A. To answer this question, I’ve called upon Bill Oechsler, President of Xler Consulting. After stints at Leo Burnett, Hanon McKendry Advertising, and Zondervan Publishing, Bill now heads his own consulting business focused on marketing and branding.

When I asked Bill to comment on this topic, he started with a general overview of the current communications situation. Consumers – whether buying for their personal use or in business – are “bombarded and blanketed by thousands of messages and opportunities to connect with brands, products, and services,” Bill says.

He adds that there are more than 90 channels for communicating and connecting with customers in today’s world – and that number is growing all the time. These channels include: familiar general advertising ones such as broadcast TV, cable TV, and billboards; traditional direct marketing ones such as telemarketing, direct response television, and direct mail; and, online examples such as search engine marketing, web sites, and video-on-demand.

These messages may be delivered through:

· One-Way Mass Communications – creating awareness and allowing for information sharing
· Two-Way Direct Communications – focused on the consumer’s consideration and building toward preference
· Experiential Communications – involving action and relationship building

Personal Communications – tribal affiliations (such as the “Starbucks tribe” or “Apple tribe” of brand evangelists) and advocacy

Branding Online and Offline:

As a basic how-to for ensuring that your brand is optimized both online and offline, Bill makes these suggestions:

- Solidly Position Yourself in a Meaningful Way – what unique benefit(s) do you bring to each customer segment you serve?
- Clearly Differentiate Yourself from Others – is this benefit something that your customers truly value over the competition?
- Creatively Communicate Yourself via Sight, Sound, and eMotion – use all media appropriately and creatively, and engage the emotions of your target market
- Become More Insights Driven, Brand Focused, Consumer Centric – constantly monitor all sources of insight and act upon them with integrity
- Move From Features & Benefits to Experiences & Affiliations – strive to become a vital part of your customer’s life – a “member of the family” – not a low-involvement “product of convenience”
- Be Media/Solutions/Device Neutral and Savvy – understand your customer and communicate with them in their media of choice

"Ask the DM Experts” is a monthly adMarks feature. Professor Susan K. Jones draws on the knowledge of CADM members and other authorities to answer your questions – so tell her what you want to ask the experts! Send your questions in care of George Buckley at CADM: E-mail: gbuckley@cadm.org; Fax: 312.849.CAFX (2239).