The Talkable Brand video series continues…
Episode #28 | Talkable is Vulnerable
In this episode, you will learn vulnerability is an overlooked and under-appreciated trait in marketing.
BONUS | Talkable is Vulnerable | script
Some of the most talkable brands are the most vulnerable brands.
Vulnerability is an overlooked and underappreciated trait in marketing.
When brands are vulnerable, they become open to being judged, criticized, and admonished, as well as admired, celebrated, and praised.
Some brands are too thin-skinned to show their vulnerable side. They aren’t open to being criticized. Instead, they play it safe for fear of attracting attention that could lead to be talked negatively about.
Too many brands also play it safe for fear of losing a customer. However, in their quest not to lose a customer, they sacrifice not winning customers.
To win a customer in today’s crowded marketplace, a business must first be willing to lose a customer.
Winning by losing sounds oxymoronic. But it’s a formula that works.
Winning businesses have a common trait — a polarizing point-of-view that separates fans from detractors.
Losing businesses also have a common trait — a boring personality alienating no one and thus, sparking passion from no one.
Talkable brands are willing to show their vulnerable side by expressing their uniquely strong point of view even if it results in losing customers.
Abercrombie & Fitch wins customers by losing customers. So does American Apparel. Both retailers have a strong point of view that repels just as many customers as it attracts.
Each company projects images of super-casual and super-sexy to some and images of super-grungy and super-slutty to others.
Abercrombie & Fitch and American Apparel aren’t afraid to be vulnerable knowing they will turn off turn some customers because they know enough customers will be attracted to the styles they project.
Costco wins customers by losing customers. Its membership model shuns some customers not willing to pay the yearly membership fee.
Costco also goes about its merchandise mix in an altogether different manner. Many retailers are afraid not to offer customers endless variety for fear of losing customers. Go to Target, you’ll see an aisle full of toothpaste brands in every size imaginable. When you go to Costco, you’re lucky to see more than one brand of toothpaste and that one brand will come in one size at one unbelievable price.
Costco wins customers because they are willing to lose customers. Shoppers at Costco willingly forgo endless choices for lower prices.
Talkable brands must be willing to embrace the Ying and Yang of Love and Hate.
Don’t worry if some customers hate your brand. That’s actually a good sign. Starbucks has haters, but they also have fans. Wal-Mart has haters, but they also have fans. Facebook has haters, but they also have fans. When your brand has a strong point of view, it will attract some and repel some.
Talkable brands must be comfortable being vulnerable in earning Love and fostering Hate from customers by expressing their uniquely strong point of view.
BACKGROUND INFO:
The Talkable Brand video series will help you to strategically think about ways to make your brand, your business worthy of word of mouth. Every Tuesday on the Brand Autopsy blog a new episode will premiere giving you knowledge and a nudge. Knowledge being interesting information. The nudge being compelling motivation to make the information happen. The result, I hope, is helping you make brands more talkable.
EPISODE ARCHIVE:
| #01 | Achievable #02 | Believable #03 | Bankable #04 | Original #05 | Practical #06 | Paradoxical #07 | Artful #08 | Skillful #09 | Informational #10 | Comical #11 | Loveable #12 | Functional #13 | Social #14 | Emotional #15 | Conversational | #16 | Relatable #17 | Invisible #18 | Visual #19 | Conversable #20 | Conditional #21 | Measurable #22 | Scalable #23 | Cultural #24 | Controversial #25 | Recommendable #26 | Natural #27 | Remarkable |
