Don't give the consumer ''4", give them "2 + 2" #Squared2012

Jeremy Bullmore has to be the most interesting, intelligent and funniest man in media and we were lucky enough to meet with him on the Squared programme. He has written many books and has many awards for his work including an OBE, but the message he gave to us was inspiringly simple; do not give the audience 4, give them 2+2.


The message process in advertising was simple, you have the sender (client) - the medium - the receiver (the consumer). The messages were also simple; it was what the client wanted to say to their consumers and their consumers responded by acting on their message. However, this did not always work, consumers were not always aware of their roles as 'consumers'. Therefore advertisers had to think of another way around this.


Nowadays, commercial messaging has gone from a dialogue to a conversation. Although this has always existed, the difference is that the consumers have more methods of engaging in this conversation. As a result, brands are forced to be honest and forefront with their consumers as they have become much more active, as oppose to their former, more passive roles. What does this mean for brands? Well, they have a golden opportunity to learn about their consumers and use that information to further their brand, not all negative comments are necessarily bad - they are opportunities to learn. It also means they can engage with their consumers on their level through starting debates and conversations around the brand.


Brands can now do much more than just talk to their consumers. Agencies can advise them on what to say but not on their actions. Consumers will draw conclusions of the brand from their actions. Jeremy Bullmore recounted a flight with Air Canada; the pilot did a disastrous landing which frightened and shocked all the passengers and probably almost killed them. The pilot, instead of ignoring the situation, came over the loudspeaker and said:


"in all my 15 years as a pilot, that has to be the worst landing I have ever done"


The pilot empathised with them; he said what they wanted to hear at the right time. The passengers flew with Air Canada again. 


The actions of the brand can help consumers draw their own conclusions of the brand instead of what they try to message through advertising.  A comedian does not stand up in front of an audience and tell them he is funny. He has to say a joke, then the audience will make up their mind whether he is funny or not - it is their choice. This is the same for brands, they should let the consumers make up their own mind about them and draw their own conclusions from their actions. You can help them draw their own conclusions through triggers and stimulus which relate to the product. This encourages brands to strip right back to reveal the core of the product and simplify their message.

Taking this sign as an example, we have no doubt the eggs are fresh, the stimulus of the greenery, the placement and context of the sign allows us to reach to that conclusion. If you write the exact same message and give it a different context, you do not reach the same conclusion.

Nowadays, the messaging process looks a bit like this; sender - medium - stimulus - response. In order to get the best responses, you have to understand their needs and act in their best interests.


That's the point, the brands which are the most empathetic to a problem they are trying to solve, will prosper.