This is a continuation of the debrief from the Brand Managecamp conference.  In my last post, I relayed insights about Innovation from the “elite conference on branding” that I attended in Las Vegas last week.   Today I’m covering the 2 remaining themes that arose – both fall under the category of “stuff that matters”:  Substance (meaning, mission, authenticity, integrity) and Results (ROI, accountability, behavior, reality).

Substance
In an age when “branding” is often associated with nifty social media campaigns and cool logo designs, it was refreshing to hear many of the conference speakers emphasize the Substance of brand development:

•    John Gerzema, Chief Insights Officer of Y&R and author of The Brand Bubble, explained emerging cultural values that call for more substantive management approaches.  For example, the rising emphasis on ethics and fair play requires a consumer strategy rooted in empathy and respect.  Therefore the management principle is to deliver both value and values.  John pointed to BMW which has adopted a strategy of “design in the context of modesty” and GoreTex which operates a very flat organization – both are producing products that are more in line with today’s consumers’ expectations of authenticity and integrity.

•    Marketing legend and Kellogg professor Phil Kotler introduced “Marketing 3.0” aka Value-Based Marketing and the following grid that outlines how a company engages customers on all levels (mind, heart, and spirit) through its mission, vision, and values.

He used S. C. Johnson as an example of a company who has transitioned to this more meaningful approach, wherein their mission of “Contributing to the community well–being as well as sustaining and protecting the environment” is more than the corporate social responsibility platform — the “soul of the company is concerned with the shape of our world,” explained Kotler.

•    Even Guy Kawasaki’s presentation on intrapreneurship touched on the importance of Substance.  Guy advanced the notion that companies that want to make “meaning” are more successful than those that only want to make money.

Results
To complement the qualitative “Substance” topics of the conference, several speakers covered the more quantitative theme of Results – that is, how to measure and manage brand development in order to produce quantifiable results:

•    Kevin Clancy, of Copernicus Marketing Consulting, started things off with a great soundbite:  “The way to reset business is not to change tactics (e.g. going from traditional media to digital); we must change return on marketing investment and change brand strategy.”

•    Jonathan Salem Baskin, author of Branding Only Works on Cattle and the Dim Bulb blog, advocated for a behaviorally-driven approach to brand development.  He spoke of brands as transactions of reality – after all, consumers live in reality and decide what to buy/do/make/etc. in reality – and argued that brand equity should be measured transactionally.

A couple of his 10 Rules for Branding in a Post-Brand World:

• Understand ‘What’ Before ‘Why’ – that is, understand what makes consumers act.  Instead of promoting “virtual consumption” (a term coined by former Coke leader Sergio Zyman to describe a shift in consumer attitude but not behavior), a marketer’s approach should be to understand the things that lead people to buy the product and then to do more of those things.

• Conversation Needs a Purpose — despite all the hype about the conversations that social networking tools make possible, conversations themselves are agnostic – it’s how we use them that makes them valuable.  We should use them to drive behavior – and we should measure their value by how they impact behavior.

Jonathan ended with the call to action: “Doing is the new thinking.”

•    Prophet CEO and Chairman Michael Dunn shared principles for measuring results from his new book, The Marketing Accountability Imperative.  He explained that marketers must establish clear, logical, and increasingly defensible  financial linkages between marketing investment and two outcomes:

• in period sales response – the incremental sales driven by a particular marketing activity

• brand/customer equity impact – a reservoir of perceptions and beliefs to draw from to grow sales and/or to stem a sales decline

As such, we need to:

• measure what matters – which requires us to deeply and fully understand what drives sales

• focus on decision-making – change the conversation between marketing and finance – replace the typical silo-based view of investments with the tools and language to allow all senior players across functions to engage in the debate about marketing investment.

Michael advocated being disciplined about articulating a clear path to value – from marketing  intent to value creating behaviors to present and future business results – and briefly described approaches for doing so.  I’m sure his book provides great advice and instruction on this, so I can’t wait to read it.

Hopefully that gives you a good sampling of the great content from the Brand Managecamp conference.  I encourage you to listen to the podcast below to hear actual excerpts from these presentations.  I’m still processing all that I learned so you’ll probably see the themes of Innovation, Substance, and Results in future posts — but for now, comments are open for feedback and questions.

related post:

• fresh thinking from brand managecamp

Earlier this week I attended one of the best conferences I’ve ever been to – Brand Managecamp. Billed as the “elite conference on branding,” and featuring some heavy hitting speakers like guru Guy Kawasaki and marketing professor/legend Phil Kotler, I had quite high expectations going into it – and they definitely were met.  Len Herstein and his team did a fantastic job of assembling the perfect mix of speakers and topics to educate, inspire, and in some cases, provoke the assembly of high caliber attendees.

I had wanted to attend this conference because unlike many others out there these days, it didn’t focus exclusively on social media or new technologies.  While these topics are important, I believe they are best understood and developed in the broader context of brand and business strategy.  By including talks like “The Brand Bubble:  The Looming Crisis in Brand Value and How to Avoid It” and “An Innovative Kick in the Pants:  Unlocking Innovation for You and Your Brands,” as well as “Groundswell:   Winning in a World Transformed by Social Technologies,” the conference presented a balanced and broad view of today’s brand challenges and opportunities.

Some common themes emerged from across the day and a half of presentations:  Innovation.  Substance.  Results. Today, I’ll pass along some of the notes I took on the first:  Innovation.

The recession has caused practically all businesses to cut back R&D and to avoid taking risks with new product introductions.  But many leaders are now returning their attention back to growth and there’s a clear innovation mandate for those who want to lead the recovery.  Many of the speakers talked about the need to ignite innovation – and they provided recommendations for how to do so.

Guy Kawasaki applied his entrepreneur and V.C. experience to suggest 10 rules for intra-preneurship.  A couple of highlights:

• Lower barriers to adoption – follow the general principle, “don’t ask people to do something you wouldn’t.”   And flatten the learning curve – one way to do this:  embrace your evangelists.  Your early adopter customers are the best folks to let others know about you and to get them to try your new product.
• Seed the clouds (aka make it rain) – push to stimulate sales quickly – instead of trying to win over skeptics or luddites, ask people who are already buying why they are and what would get them to buy more – and enable people to test drive your product easily.

Phil Kotler offered up a budget allocation recommendation to support innovation:

• 80% — manage the present – cut the fat, optimize opportunities, and right size your organization and activities
• 15% — selectively forget the past – cut your losses on things that aren’t working and move them into new opportunities
• 5% — create the future – develop new strategic intent

Simon Bray, head of capability for ?What If! (“the world’s largest independent innovation company”) took the audience through an interactive workshop on innovation.   Some great points:

• Creativity = the habit of continually doing things in new ways to make a positive difference to our working lives. The emphasis is on “habit” because Creativity should be something that everybody in business does all the time.  And just like anything new, it might feel strange at first – but with practice it becomes easier.

• Innovation = Insight + Ideas + Impact (i.e., which ideas have the most potential) –  creativity is needed in all three — insight means that the first thing to do is immerse yourself in the issue and use that understanding to identify new directions

Simon reminded us that kids live in a world of possibility – slowly we lose that perspective.  We must get back to expansionist thinking.

• Six Behaviors to Unlock Creativity:

1. Greenhousing – take new ideas and deliberately explore  them without judging them – apply “S.U.N.” behavior – Suspend (judgment), Understand, and Nurture
2. Signaling – make it clear when to greenhouse and when to judge
3. Freshness – deliberately expose yourself to new ideas and perspectives
4. Realness – do rapid prototyping – bring the ideas to life in ways other than words since words can be so limiting
5. Momentum – do things fast; create a crisis if necessary
6. Bravery – take risks and reward acts of bravery in others

The best quote of the day on Innovation came from Jeremy Gutsche, Founder of Trendhunter.com (the “world’s largest network for trend-spotting and innovation):

There’s no point in innovating if you think you already know the answer.

In my next posts, I’ll cover the key points about the other two themes:   Substance (meaning, mission, authenticity, reality) and Results (ROI, accountability, behavior).  Also I’ll share actual soundbites from the speakers in upcoming podcasts.  Stay tuned…