Branded Response and authenticity

Does the response you’re after ring true to your brand?

In their terrific book Authenticity (Harvard Business School Press), James Gilmore and Joseph Pine II discuss how people crave real experiences from their products. In part, this is a reaction to the widespread “virtualization” of society and commerce. Think about it. Did your grandparents ever have to ask to speak to a “real” person when they wanted to resolve a problem with their bank, airline, store, etc.?

This quest for authenticity should inform response marketers, too. We at Wayfinder Response advocate that the response should always reinforce the brand.

American Express could simply offer cash incentives to prospective cardholders. Instead, they promise exclusive access to hard-to-get events. This complements and reinforces their brand as a badge announcing that the American Express cardholders have arrived.

Sports Illustrated also offers authentic, Branded Rresponse. They entice new subscribers with fan gear like team t-shirts, fleece jackets and stadium binoculars. People who respond are rewarded and reminded that Sports Illustrated is at the center of appreciating the best sports offers. Even people who don’t still engage with the SI brand in a positive way.

How do you maximize brand impact out of your promotional offers? First, know your brand and what makes it unique. Make sure all your vendors – your ad specialty person, your ad agency, and your event people get it. Then ask yourself two questions when evaluating rewards and responses – does this offer set us apart? Is it authentic to my brand and consumer experience? If you answer ‘yes” to both questions, you have a winner.