The new kid: connected meaning and relevance

Connected meaning and relevance.  You’re probably thinking this phrase is fast becoming the new buzz words in marketing now that we’ve tossed aside ”breaking through the clutter”.  But hang with me.  I write this in response to some good chatter on the  Experiential Marketing Forum on the topic.  And by the way I would encourage anyone that plays in this brand game, or just looking for stimulating conversation on the topic of consumer engagement through experiences, to join IXMA and get involved.

Anyway back to connected meaning and relevance.  Way too deep of a topic to thoroughly cover in this format but good brand building that hits on these two sweet spots ultimately wins over consumers hearts, minds, and souls.

In its simplest terms connected meaning is something that is controlled by the consumer.  Brands that have done their homework  will present a brand personality and proposition that consumers will want to connect with in a meaningful way.  Not just lustful infatuation but a long term relationship. 

Relevance is even more controlled by the consumer.  Brands that say they speak the language and embody the lifestyle can only cross their fingers that their brand is relevant.  Relevant to a consumer’s lifestyle, passions, and ultimately relevant to who they are as an individual - not just their social community.

So if everything is controlled by the consumer, “What’s a brand to do?”  Sit back and let the consumer rule our marketing?  Well, kind of, sort of, but not really.  Strong brands need to aspire to understand their consumers better than the consumers know themselves.  Not just in a focus group kind of market research way (not that research isn’t important- it is), but live among them, hire them into your company.  Ruminate amongst their tribe (social community) and most importantly listen to what they’re saying about your brand and other brands they are passionate about.  Then once you gain clarity about their passion points and personalities make your brand personality (and any experiences that come from that) fit within that space - naturally. 

Think back to elementary school days.  How often did your group accept the “new kid”?  And what typically did the new kid need to do to become accepted?  Usually follow the leaders, act like they did, and assimilate naturally without being noticed or ostracized. 

Is your brand trying to be the new kid?  It’s tough.  Consumers don’t let just anyone, much less everyone, in the pack.  While the schoolyard analogy may be a stretch, I believe kids exhibit a very sophisticated consumer behavior even at a young age in how they adopt friends, trends, and ultimately brands.  Where do you think we as big fancy educated adult consumers learned all this stuff we call connected meaning and relevance?  It certainly wasn’t from blogs.

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