Friday, 3 September 2010
Communicating Common Ground… A Global Necessity
Monday, 10 May 2010 at 09:52, By Ian Gilyeat, Chief Marketing Officer - I.R. Gilyeat & Company
In today’s world, it is common to find individuals that “vilify” one group or another. Sometimes, it is the people of a particular nation (Mexico), a religion (Muslims) or a prominent corporate sector (banking or oil companies). Too often the media plays it up and a monumental problem is created for the marketing professional to overcome. It is from these observations that I believe, all marketers must identify and communicate common ground.
Finding this common ground – and communicating it consistently and professionally is a global necessity. It is also a brilliant strategy for overcoming cultural conflicts and enables you to create an enduring and profitable company.
Consider for a moment the needs of people that drive cars. All people, regardless of race, religion or nationality have a common need to move from point A to point B. They all desire to do so conveniently, safely and in comfort. Their ability to buy a car that reliably fulfills this need crosses all borders. It is common ground.
BMW is running a series of advertisements that focus on this common ground. They have packaged and positioned common emotions – joy, pleasure, satisfaction - and attached these emotions to their brand. These are emotions that cross boundaries and cultures and consistently create opportunities to sell their cars around the globe.
Food and drink is another example where common ground can be identified and leveraged. We all get thirsty. We all want cool and clean refreshment. It is a human need that is common around the world.
There is one company that has attached their brand to clean, cool refreshment for more than 100 years and is a global icon because of its "Coca-Cola, it’s the real thing", "refreshment in a bottle", "safe drinking anywhere on the planet."
These are just two examples of global companies that identify and consistently sell to common ground. Human emotions and needs that all people can relate to – wants and needs that can be satisfied consistently and commonly across all border.
What is it about your product or service that consistently satisfies and sells to common ground? Is it the need for safety, love or the spirit of adventure? Does it speak to human achievement or the desire for power or wealth? Whatever it is – identify it, understand it and use it. This is what great companies have been doing for centuries.
Email the writer: i.Gilyeat@alrroya.com
Finding this common ground – and communicating it consistently and professionally is a global necessity. It is also a brilliant strategy for overcoming cultural conflicts and enables you to create an enduring and profitable company.
Consider for a moment the needs of people that drive cars. All people, regardless of race, religion or nationality have a common need to move from point A to point B. They all desire to do so conveniently, safely and in comfort. Their ability to buy a car that reliably fulfills this need crosses all borders. It is common ground.
BMW is running a series of advertisements that focus on this common ground. They have packaged and positioned common emotions – joy, pleasure, satisfaction - and attached these emotions to their brand. These are emotions that cross boundaries and cultures and consistently create opportunities to sell their cars around the globe.
Food and drink is another example where common ground can be identified and leveraged. We all get thirsty. We all want cool and clean refreshment. It is a human need that is common around the world.
There is one company that has attached their brand to clean, cool refreshment for more than 100 years and is a global icon because of its "Coca-Cola, it’s the real thing", "refreshment in a bottle", "safe drinking anywhere on the planet."
These are just two examples of global companies that identify and consistently sell to common ground. Human emotions and needs that all people can relate to – wants and needs that can be satisfied consistently and commonly across all border.
What is it about your product or service that consistently satisfies and sells to common ground? Is it the need for safety, love or the spirit of adventure? Does it speak to human achievement or the desire for power or wealth? Whatever it is – identify it, understand it and use it. This is what great companies have been doing for centuries.
Email the writer: i.Gilyeat@alrroya.com
Most Popular
Your comments