The document discusses the evolution of branding and communications strategies. It describes how early theories from the 1950s-1980s focused on changing attitudes to influence behavior but that modern thinking recognizes that behavior often drives attitudes. The document advocates for brands to focus on creating valuable experiences that enable new behaviors rather than just communicating messages. It provides examples of how brands like Patagonia, Nike, Google and Lego use digital platforms to deliver unique experiences that align with customer motivations and enhance their lives.

1. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy
in strategic communications
February 4, 2016

2. A very brief overview of
communication theory
© Thinkstock/iStock

3. Elaboration Likelihood Model
The most authoritative theory for communications. Developed by Richard E. Petty and John Cacioppo in the
mid-1980s, it proposes that that messages can follow two separate paths.
Model from Petty and Cacioppo, website: Floris Wolswijk, 2014

4. Developed by Elias St. Elmo Lewis 1898
It proposes that changed behavior is a result of
changed attitudes.
AIDA Model
Image via: greeneyefordesign.com/

5. Comms theory developed in age of mass media
Communication theories like these came into vogue when mass media was approaching its zenith. When it was
still possible to reach mass audiences and shape mass culture through communications.
http://inroadsjournal.ca/how-the-crtc-lost-the-internet-tv-war/

6. Cognitive dissonance
But, 60 years ago, cracks began to appear in these theories. The theory of cognitive dissonance was developed by
Leon Festinger in 1957. It states we change our attitudes to fit our behavior rather than the other way around.
via: thefreeman.netImage via: thefreeman.net

7. University of Illinois Professor: Readings in Attitude
Theory and Measurement 1967
“After more than seventy five years of attitude research,
there is little, if any, consistent evidence supporting the
hypothesis that knowledge of an individual’s attitude
toward some object will allow one to predict the way he
will behave with respect to the object. Indeed, what little
evidence there is to support any relationship between
attitude and behavior comes from studies showing that
a person tends to bring his attitudes into line with his
behavior rather than from studies demonstrating that
behavior is a function of attitude.”
Martin Fishbein
Image via razonrazonada.wordpress.com

8. Google: 1998
Developed an experience that rewards curiosity. Changing the way we think about learning.
searchengineland.com

9. Facebook: 2005
Developed an experience that rewards sharing. Changing the way we think about privacy.
Reuters

10. Airbnb: 2008
Developed an experience that rewards renting. Changing the way we think about property.

11. Behavior drives attitudes.

12. Digital drives behavior.

13. Brands are vehicles for driving behavior
While many things in marketing have changed, the fundamental role of a brand has remained the same. It’s a
mechanism for creating valuable behavior in owners and customers.
interbrand.com

15. Classic Branding
Designed to fuel communications

16. Zeus Jones Proprietary and Confidential. All rights reserved 2016.
Image via: Thomas R. Bruce/
Modern brands are defined by what they do.
Not by what they say.

17. Classic Branding Modern Branding
Designed to fuel communications Designed to fuel experiences

18. Classic Branding Modern Branding
Guided by a purpose
Company culture
Multiple coherent ideas
Deliver an experience
Trust through transparency
Progress by iterating
Empowering
Marketing is built-in
Create communities
Build platforms for shared value
Delivering a promise
Consumer insight
Singular consistent messages
Communicate an image
Trust through authority
Strive for perfection
Controlling
Marketing as a layer
Create a transactional relationship
Winner take all mentality

19. Modern brands do.

20. Strategy is the art of finding
the unfair physical advantage
www.reelz.com

21. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

22. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

23. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

24. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

25. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

26. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

27. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

28. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

29. A defining moment in the young Napoleon’s career and
a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr

30. Lessons from Toulon

31. • Identify the pivot point
Lessons from Toulon

32. Patagonia
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the
environmental crisis.

33. • Identify the pivot point
• Align with basic motivations
Lessons from Toulon

34. Nike:
To Bring Innovation And Inspiration To Every Athlete* In The World. *If You Have A Body, You Are An Athlete.

35. • Identify the pivot point
• Align with basic motivations
• Allow anyone to participate
Lessons from Toulon

36. Google
To Organize The World’s Information And Make It Universally Accessible.

37. • Identify the pivot point
• Align with basic motivations
• Allow anyone to participate
• Use the environment
Lessons from Toulon

38. Lego
To Inspire And Develop The Builders Of Tomorrow.
imgur.com

39. Modern brand strategy: do
things with and for people.

40. Digital is how
modern brands do.

41. Patagonia
Worn Wear and Common Threads part of Patagonia’s integrated program to extend the life of their clothing and
reduce the environmental impact of their brand.

42. Nike
Nike Pro Bra and Training Club are two of Nike’s women-specific programs that tap into the very specific needs
and preferences of achievement for women.

43. Google
Using Waze, Google has recently launched a ride-sharing program in Israel. A brilliant and useful demonstration
of how organized information around real-time traffic can improve life.

44. Lego
Lego’s Movie Maker App simplifies the process of making stop-motion videos and opens up a new avenue of
creativity for its customers.

45. Digital built around behavior,
not around media.

46. Communications planned around existing behavior
For communications, the starting point in “brand experience” is understanding a person’s existing behavior and
then attempting to fit into their life. However, this is still done primarily through interruption or fighting for attention
CONSUMER
Existing Behavior
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47. Modern brands start with desired behavior
They think about what people would like to do, even when the people don’t know it themselves. They think about
ways to bring their purpose to life in useful, exciting and inspiring new ways.
CONSUMER
Existing Behavior
Desired Behavior
Commoditized
Functional advantage
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48. Digital delivers desired benefits in unique ways
Modern brands enable new behaviors and create rituals based upon delivering unique experiences. They don’t
simply fit into a person’s existing day, they enhance it in proprietary ways.
CONSUMER
Existing Behavior
Desired Behavior
Unique Rituals
Commoditized
Functional advantage
Highly differentiated
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49. The full Common Threads program is a comprehensive
series of digital and physical experiences, services,
partnerships and communications that give Patagonia
customers benefits that their competitors don’t.
Common Threads is an
ecosystem, not a site.

50. The initiative kicked off with a full page ad in the NYT
and other media urging people not to buy their
products.
Newspaper launch:
Black Friday 2011

51. Multiple components on eBay
The pledge with email capture, content, eBay seller signup, the store(s) and other notifications make the site feel
fairly comprehensive and fairly well branded (within the eBay template)

52. Multiple components on Patagonia
Content, services and deeper engagement are shared on the “used clothing” section of patagonia.com. In
addition, a tour brings repair services and sales to multiple locations around the country.

53. Yerdle and iFixit integrations extend the utility and
impact of this program in smart ways.
Services and
partnerships

54. Both digital and physical assets were strategically
coordinated to deliver a great experience to their
customers.
Assets aligned into a
strategic and
coherent system

55. hitchhikers.wikia.com

56. Modern brands do things with
and for people.

57. Digital is just a part of how
brands do.

58. Modern strategy helps brands
build unique experiences.

59. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy
in strategic communications
February 4, 2016

60. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy
in strategic communications
February 4, 2016

61. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy
in strategic communications
February 4, 2016

62. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275:
Strategy in strategic
February 4, 2016

63. Thank You