Why Influencers are becoming Racehorse owners — Emily Lyman // Branch & Bramble
- Part 1How Patagonia Increased traffic thru Empathy-Based Marketing — Emily Lyman // Branch & Bramble
- Part 2 Why Influencers are becoming Racehorse owners — Emily Lyman // Branch & Bramble
Show Notes
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03:18Patagonias approach to avoiding polarizationPatagonia hasn't completely avoided polarization. Rather, theyve remained very clear about where they stand on all political and not political issues, and this has insulated them to some extent.
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04:09The togetherness clusterThere's a common "togetherness cluster" of values, such as family, relationships, community, and belonging, that unites consumers across brands. However, brands still need to differentiate themselves by addressing these values in a specific and unique manner.
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06:37The recipe for brand consumer connectionTo form a powerful bond with consumers, four elements are required: emotion, values, storytelling, and action. By aligning a brands messaging with these elements and its customers top values, brands can strike gold in building lasting connections with consumers.
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09:01The power of combining logic and emotion in brand messagingEffective messaging combines both logic and emotion. It's the difference between stating facts like "Subaru has top-of-the-line safety features" versus a data-driven but emotional statement like "Keep your family safe this summer in a Subaru."
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10:17Aligning brand messaging with consumer valuesEffective brand messaging starts with clearly identifying your target persona and speaking to their values. Providing clear next steps for your customers to take, wherever theyre finding you is also crucial.
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11:28How to identify customer valuesBrands can discover their customers' values by examining data from sources like surveys, customer interactions, and service calls. By identifying patterns in consumer conversations and behaviors, brands can gain insight into what their customers truly value.
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13:43The changing landscape of influencer marketingInfluencer marketing is shifting, with a recent study showing that 81% no longer fully trust influencers. There's a distinction between influencers and content creators, and as this shift occurs, content creators are gaining an advantage in the changing landscape.
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14:40Why influencers are becoming racehorse ownersInfluencers are becoming racehorse owners as part of Branch & Brambles campaign aimed at highlighting the positive aspects of the sport and its care of horses. The initiative involves influencers and content creators receiving 2% ownership in racehorses to promote the sport.
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18:17Leveraging influencer values for brand marketingBrand marketers should consider the values of potential influencers when exploring opportunities. For example, understanding that Ian Rapoport values a thrilling experience, hes a great fit to promote horse racing, and by extension, his audience values that.
Quotes
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"A consumer is going to emotionally unsubscribe before they physically unsubscribe. So, in order to increase conversion, you need to increase that connection." - Emily Lyman
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"When you marry what your brand is saying with emotion, values, story, and action, that's where the gold is. That's how Patagonia can keep doing what they're doing because, in all four of those areas, they are super strong." - Emily Lyman
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"Does your messaging connect with your consumers' emotions, or does it rely on logic? Thats the difference between saying this new Subaru has top-of-the-line safety features vs. keep your family safe this summer in a Subaru." - Emily Lyman
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"Influencer marketing is undergoing a lot of shifts and 81% of consumers no longer trust influencers completely. Content creators have a huge leg up on influencers as that shift is happening." - Emily Lyman
- Part 1How Patagonia Increased traffic thru Empathy-Based Marketing — Emily Lyman // Branch & Bramble
- Part 2 Why Influencers are becoming Racehorse owners — Emily Lyman // Branch & Bramble
Up Next:
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Part 1How Patagonia Increased traffic thru Empathy-Based Marketing — Emily Lyman // Branch & Bramble
Emily Lyman, CEO at Branch & Bramble, explores how empathy-based marketing increases engagement and fosters deeper brand-audience connections. Empathy-based marketing goes beyond product features, delving into human emotions and values. Patagonia, for example, doesn't merely sell outdoor gear; it aligns with values such as sustainability and adventure, fostering a sense of belonging and movement among its customers. Today, Emily discusses how Patagonia increased traffic through empathy-based marketing.
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Part 2Why Influencers are becoming Racehorse owners — Emily Lyman // Branch & Bramble
Emily Lyman, CEO at Branch & Bramble, explores how empathy-based marketing increases engagement and fosters deeper brand-audience connections. While horse racing has a long history as a popular sport, it has faced criticism related to issues of horse welfare and integrity in the sport. However, efforts like Branch and Bramble's campaign are aiming to renew its image and showcase the positive aspects of the sport. Today, Emily discusses why influencers are becoming racehorse owners.
