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09 March 2006
08 March 2006
Worldview & Frames: The Case For Symbographics
"Their worldviews and frames were there before you were," says Seth Godin in All Marketers Are Liars. That's great insight for marketers. At Sanctioning Agent, I've been saying this for quite some time. That's why Symbographic research is so important. The symbolic identity and symbolic vantage point among communities is the moving target for a segment or constituency group. Demographics, psychographics and sociographics, while valuable, are more static. Symbographics are the moving targets. Take demographics, it's really, really hard to change race, ethnicity, gender or age.
Godin talks about worldviews and frames. Worldviews, according to Godin are the values, beliefs and biases one has - the lens through which they see the world. Regarding frames, Godin is referring to George Lakoff's definition of frames (which comes out of Lakoff's work on cognitive metaphors). Godin takes the "hot donuts" example of Krispy Kreme, which until the Atkins revolution meant decadence and love, but now in a low-carb world, means fat. Krispy Kreme's stock is crashing. Only a few years ago they were darlings from a brand and stock perspective. What changed? The worldview through reframing. A side note on worldviews and symbolic realities - the seeds for a vision's destruction are sewn at the time of it's creation. The Marlboro man was rough and tumble (after it was targeted at men, trying to get away from the notion it was a feminine cigarette). When the real Marlboro man dies of lung cancer, the immortal/tough nature of the brand takes a hit. What happens in Salem when folks realized people weren't witches? What about the potential of Kobe Bryant as a spokes person for McDonald's, Sprite and Nutella after his Colorado court case?
Godin, also argues that marketers need to share stories that people can believe in and that the stories need to be authentic. This aligns with what Walt Fisher has been saying for years with his Narrative Paradigm theory. Essentially, humans are storytelling animals. We construct our symbolic realities through stories and sets of stories. Humans judge a story on two factors: (1) narrative probability (could it happen?); and (2) narrative fidelity (does it ring true to one's own experience?). The case for authenticity, in a symbolically created world, is reinforced by the Symbolic Convergence Theory's principle of "reality links." We need to continually ground symbolic visions in terms of reality links. Your State Farm agent needs to be neighborly; your Avis customer service rep needs to try harder.
Symbographic analysis is the key to understanding your targeted constituencies, helping construct an authentic story that is grounded in their reality, and telling (framing) an authentic story. These stories, dramas, sagas, etc. all have a shelf life - they're organic. Some stories burn out quickly and others have more sustainability. How are you tracking the Symbographic characteristics of your targeted communities?
Godin talks about worldviews and frames. Worldviews, according to Godin are the values, beliefs and biases one has - the lens through which they see the world. Regarding frames, Godin is referring to George Lakoff's definition of frames (which comes out of Lakoff's work on cognitive metaphors). Godin takes the "hot donuts" example of Krispy Kreme, which until the Atkins revolution meant decadence and love, but now in a low-carb world, means fat. Krispy Kreme's stock is crashing. Only a few years ago they were darlings from a brand and stock perspective. What changed? The worldview through reframing. A side note on worldviews and symbolic realities - the seeds for a vision's destruction are sewn at the time of it's creation. The Marlboro man was rough and tumble (after it was targeted at men, trying to get away from the notion it was a feminine cigarette). When the real Marlboro man dies of lung cancer, the immortal/tough nature of the brand takes a hit. What happens in Salem when folks realized people weren't witches? What about the potential of Kobe Bryant as a spokes person for McDonald's, Sprite and Nutella after his Colorado court case?
Godin, also argues that marketers need to share stories that people can believe in and that the stories need to be authentic. This aligns with what Walt Fisher has been saying for years with his Narrative Paradigm theory. Essentially, humans are storytelling animals. We construct our symbolic realities through stories and sets of stories. Humans judge a story on two factors: (1) narrative probability (could it happen?); and (2) narrative fidelity (does it ring true to one's own experience?). The case for authenticity, in a symbolically created world, is reinforced by the Symbolic Convergence Theory's principle of "reality links." We need to continually ground symbolic visions in terms of reality links. Your State Farm agent needs to be neighborly; your Avis customer service rep needs to try harder.
Symbographic analysis is the key to understanding your targeted constituencies, helping construct an authentic story that is grounded in their reality, and telling (framing) an authentic story. These stories, dramas, sagas, etc. all have a shelf life - they're organic. Some stories burn out quickly and others have more sustainability. How are you tracking the Symbographic characteristics of your targeted communities?
In short:
- The worldview was there before you.
- Be authentic, you can't be all things to all people.
- Ground your stories and make them believable.
- Symbographic analysis helps you understand your audience, their world view and helps you shape the stories you need to tell.
- If in doubt, contact a professional.
05 March 2006
Jim Collins: Social Sectors & Brand
Today, I had the pleasure of having brunch with my wife and John and Betty Cragan. John and I talked about “Good to Great and The Social Sectors” by Jim Collins. This is a follow-up/ extension to “Good to Great.” One of the big ideas in the monograph is the importance of brand. Brand is not just a for-profit concept.
Collins highlights three areas for making a social or non-profit great – focus on what you’re passionate about, what you’re best at and your resource engine. Your resource engine deals with time, money, and brand. These are also the components of his “hedgehog” element – a relentless, yet elegantly simple, focus on what really matters for your organization. Because the social sector doesn’t have “rational” markets for valuation purposes, it is even more important to manage brand identity (emotional connection to the organization and reputation). A winning brand strategy and unique symbolic identity needs relentless focus.
The hedgehog concept of passion, what you’re best at, and the resource engine align nicely with the quick symbolic identity test I ask clients:
I recommend the monograph highly. Excerpts can be found at www.jimcollins.com.
Collins highlights three areas for making a social or non-profit great – focus on what you’re passionate about, what you’re best at and your resource engine. Your resource engine deals with time, money, and brand. These are also the components of his “hedgehog” element – a relentless, yet elegantly simple, focus on what really matters for your organization. Because the social sector doesn’t have “rational” markets for valuation purposes, it is even more important to manage brand identity (emotional connection to the organization and reputation). A winning brand strategy and unique symbolic identity needs relentless focus.
The hedgehog concept of passion, what you’re best at, and the resource engine align nicely with the quick symbolic identity test I ask clients:
- Are you symbolically unique?
- Can you ground that identity, making it real for your constituents?
- Is it a profitable place to play?
I recommend the monograph highly. Excerpts can be found at www.jimcollins.com.
28 February 2006
Machine Candidate: Will It Play In Peoria?
Over a quarter of a century later, the research principles still apply. This Newsweek article features the work of Cragan and Shields -- dealing with "dramatism," which was the working term for Symbolic Convergence Theory (SCT), before SCT had a name.
The theory, application and research methods have all been refined, but it's interesting to see it's early form. Modern versions of these applications and methods are part of Sanctioning Agent's SymbolicID process.
The theory, application and research methods have all been refined, but it's interesting to see it's early form. Modern versions of these applications and methods are part of Sanctioning Agent's SymbolicID process.
27 February 2006
Is Freedom Just Another Word for Many Things to Buy?
Interesting article from Sunday's NY Times (hat tip to Christopher). One of the authors of the article is Barry Schwartz, who has previously examined the impact of "choice" in today's climate. We continue to see a paradoxical relationship with choice, as we see brand extensions and offerings sometimes confusing and irritating consumers. Too much choice can end up meaning too much noise in the channel, so to speak, and some product cannibalization.
In a normal trip to grocery store, I too become frustrated with my traditional brands (Colgate, Coke, Minute Maid). I used to buy Colgate, red and white tube. Simple. It was easy and it was a social decision, as I was raised in a Colgate house (I was horrified at my first sleep over to find my friend's family was a "Crest" family). Then there was Colgate gel - hmm, gel or paste. Gel was OK, but Colgate paste was a friend.. Now there's Total, Lumenous, Simply White, etc. I need a mapping wizard to bring me from the old to the new. The same with Coke. Before it was Coke. Coke was it. Now, there's Coke, Diet Coke, Caffeine Free Coke, Caffeine Free Diet Coke, Cherry Coke, Coke with Lime, Diet Coke with Lime, Cherry Vanilla, Diet Cherry Vanilla, Zero, Coke Mascarpone, Coke Mascarpone with Hazlenuts etc. Minute Made, (part of the Coca-Cola company) has done the same thing, From one to many - with or without pulp, added vitamins, added calcium, etc. Perhaps we should debate the merits and faults of brand extensions later.
Perhaps too many choices prevent us from building communities around brands. Beyond frustrating consumers, we continue to cultivate a post-modern isolation. Without a strong parent or umbrella brand (and its brand equity), I think the bastardization of 1:1 marketing may be devaluing a brand rather than enhancing it.
However, I can see where choice, done in a manageable way, can help a consumer increase their connection to a brand. It is the pro-side of novelty (vs. redundancy). A great regional/micro brewer in the Twin Cities is Summit. Summit has a handful of varieties available at any given time they have about three to five beers on the shelf of the local liquor store. There are four beers available year-round and there are four seasonal brews - one for each season of the year. Like pitchers and catchers reporting to Florida and Arizona, a true sign of spring, for me, is the ability to buy Summit Mai Bock. The redundancy (reinforced experience, brand foundation) is enhanced by this manageable novelty a seasonal brew.
At times it's hard to argue with The Boss, "there's 57 channels and nothing's on."
In a normal trip to grocery store, I too become frustrated with my traditional brands (Colgate, Coke, Minute Maid). I used to buy Colgate, red and white tube. Simple. It was easy and it was a social decision, as I was raised in a Colgate house (I was horrified at my first sleep over to find my friend's family was a "Crest" family). Then there was Colgate gel - hmm, gel or paste. Gel was OK, but Colgate paste was a friend.. Now there's Total, Lumenous, Simply White, etc. I need a mapping wizard to bring me from the old to the new. The same with Coke. Before it was Coke. Coke was it. Now, there's Coke, Diet Coke, Caffeine Free Coke, Caffeine Free Diet Coke, Cherry Coke, Coke with Lime, Diet Coke with Lime, Cherry Vanilla, Diet Cherry Vanilla, Zero, Coke Mascarpone, Coke Mascarpone with Hazlenuts etc. Minute Made, (part of the Coca-Cola company) has done the same thing, From one to many - with or without pulp, added vitamins, added calcium, etc. Perhaps we should debate the merits and faults of brand extensions later.
Perhaps too many choices prevent us from building communities around brands. Beyond frustrating consumers, we continue to cultivate a post-modern isolation. Without a strong parent or umbrella brand (and its brand equity), I think the bastardization of 1:1 marketing may be devaluing a brand rather than enhancing it.
However, I can see where choice, done in a manageable way, can help a consumer increase their connection to a brand. It is the pro-side of novelty (vs. redundancy). A great regional/micro brewer in the Twin Cities is Summit. Summit has a handful of varieties available at any given time they have about three to five beers on the shelf of the local liquor store. There are four beers available year-round and there are four seasonal brews - one for each season of the year. Like pitchers and catchers reporting to Florida and Arizona, a true sign of spring, for me, is the ability to buy Summit Mai Bock. The redundancy (reinforced experience, brand foundation) is enhanced by this manageable novelty a seasonal brew.
At times it's hard to argue with The Boss, "there's 57 channels and nothing's on."
Are the Olympics Relevant?
This article from MediaWeek, made me think "are the Olympics relevant?" Personally, I think so, but I think they represent a devalued entertainment currency. The explosion of other competitions (X-Games, for example) and speed of other media outlets seems to have taken the wind out of the ratings sale for NBC. I knew Bode Miller failed before each event, I didn't need to watch. However, if there were events that I like (biathlon, hockey, snowboarding and speed skating). Outside of hockey, these are all novelties for me. I don't get to see these every day.
NBC's Web site had excellent traffic, but the TV ratings lagged. TV ratings in general are a different beast compared to thirty, twenty, even ten years ago. By understanding the needs of viewers and advertisers, I think NBC could reshape the Olympics as a viewing experience. It will be interesting to see how viewers, sponsors and advertisers embrace Bejing 2008 and Vancouver 2010.
How would you reshape the Olympics to make it more relevant?
NBC's Web site had excellent traffic, but the TV ratings lagged. TV ratings in general are a different beast compared to thirty, twenty, even ten years ago. By understanding the needs of viewers and advertisers, I think NBC could reshape the Olympics as a viewing experience. It will be interesting to see how viewers, sponsors and advertisers embrace Bejing 2008 and Vancouver 2010.
How would you reshape the Olympics to make it more relevant?
25 February 2006
Fast 50: Demographics
Information from Fast Company regarding their "Fast 50" and other trends. All of this can be found in their latest issue which also looks back at the first ten years of the publication.
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