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Scale and Personalization: Two Opposing Forces in Building Brand Purpose
Building Brand Purpose

One of my favourite business quotations has to be spider-man-uncle-ben:

“With great power comes great responsibility.”

Okay, okay, I acknowledge that Peter Parker’s Uncle Ben isn’t Peter Drucker or Michael Porter, but the core of that statement couldn’t be more true of today’s marketer.

An old friend breaks it down like this. Marketers really have two tasks:

  1. Create a brand purpose with enough scale to make a business appealing to many and therefore profitable. Often that purpose is intended to humanize the brand. To create a deep connection and build a relationship. I’ve written previously about how critical brand purpose is.
  2. Communicate and reinforce that purpose at every opportunity with each and every individual customer. Essentially…scale and hyper-personalization.

We’ve been doing the former for decades. It is only in recent years that the ability to do the latter has become possible. And maybe its because the tools to deliver the latter are so new, bright and shiny that so many brands screw it up.

Here’s an example:

2 weeks ago a friend had a death in the family. It meant dropping everything and getting the first plane home.

Now, as anyone living on the eastern seaboard will tell you, this winter has been particularly torrid. Polar vortexes (who names these things anyway?), snow, ice, temperatures colder than a witches’ mammaries, airports shut down. The works. Add the rollercoaster of a family in mourning and you have an emotional tinderbox.

My friend proceeded to call her favourite Canadian airline. Explaining that she needed to travel urgently because of a death in the family, the operator put her on hold to check availability. All great. All uber efficient and friendly.

And, here’s where the story takes a weird turn. A turn that, as a marketer, has me shaking my head.

She then spent the next 15 minutes on hold listening to the same childish joke repeated over and over and over. A small moment, granted. But, through the lens of delivering both purpose and individual experiences simultaneously, a fail from this brand.


In this situation, the most human connection would have been to stay on the line with my friend. Talk to her. Human being to human being.

Easier said than done, I’m sure. However, keeping that human-to-human connection would’ve been an action entirely consistent with their brand purpose.

At the individual level, realizing that a tool like an IVR is not best suited for all client experiences is important too. Sadly, airlines are often in the business of dealing with irate, scared, annoyed, pissed off customers. That’s just a reality. While an IVR is certainly a cost-effective way on managing operating costs, it’s a really poor tool for delivering the type of individual experiences that nurture customer affinity and loyalty.

This is not a knock against this particular brand. They do get it right way more often than their peers.

And I’m certainly not saying its’ easy either.

ShareACokeThe world’s most valuable and loved brands created a social storm in 2013 by allowing their customers to personalize individual cans. A tactic consistent with their purpose to spread joy and happiness. And of course what could be more personalized than a Coke with your very own name on it. Unfortunately, in recent weeks their South African operation has had to issue a public apology because the website driving the promotion wouldn’t allow gay customers to embolden “gay” on their cans… but it would let you write “straight”.

To deliver on your brand purpose requires making a real, authentic connection with your audience both at scale and at an individual level simultaneously.

Certainly not a deliberate slight from Coca-Cola, but an example that highlights just how much focus and diligence is required to drive truly individual experiences today.

So what’s the lesson here?

To deliver on your brand purpose requires making a real, authentic connection with your audience both at scale and at an individual level simultaneously. For many marketers the bright shiny tools of social media, marketing automation and customer-service give them the perception, (illusion?) they can do just that.
Sometimes though, the best tool for the task is a good old-fashioned analog human being.

I do want to thank Michelle for letting me use her personal story in this post. My thanks too to Ashley Konson. His review of an earlier draft of this post was invaluable. Thank you both.

Further Reading
The CULT of Customer Experience
FIX: A new prescription to cure disengaged customers, prospects or staff
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