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Alan Hilburg is one of the world’s leading senior advisors to law firms, corporate general counsels and boards of directors for his expertise in crisis mitigation, litigation communications and related institutional and personal brand issues. Hilburg brings clients a deep understanding of the need to and the strategies to protect a client’s reputational considerations. His experience has armed him with a working knowledge of the legal system and process and broad media contacts and the ability to deliver clients’ messages very effectivelyAs a speaker, Hilburg has been invited to deliver more than 100 speeches in the past seven years on winning litigation communication strategies. He has won six Silver Anvils (the highest international communications award) and five Clios (for his advertising campaigns).www.sempl.si
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Navigating in the New Grayscale… Loyalty to Who? How to create the conditions for loyalty.
+A look at loyalty…
Loyalty to your country?
Loyalty to your company?
Loyalty to your boss?
Loyalty to your colleagues?
Loyalty to your institutional brand?
Loyalty to your clients?
Loyalty to yourself?
Let’s Begin at the End
LOYALTY
Relevance Experience
Trust
Love
Dedication
Affinity
Engagement
Relationship
AllegiancePride
Commitment
Passion
+
“No Dorothy…you’re not in Kansas anymore!”
+
Where are we going today?new eyes…new ears…new ideas…new influence…new power… new insights,,,new contributions
+
Some underlying predicates, truths and new ah-ha’s
+Is loyalty a precondition of trust? Or, Is trust a precondition of loyalty?
+
What’s going on around us?
NYTimes
“Over the past 10 years we have become the stage for the greatest migration of the past 200 years. We have moved from an industrial economy to a consumption economy.”
+So?
What was the major issue for manufacturers for all of the 19th century and much of the 20th century?
production
What’s changed in 2011?the biggest problem for makers and sellers is not underproduction but overproduction and competition for the consumers’ choices
+
Our new reality is consumer democracy and empowerment
+What’s the profound significance of moving from a rational economy to an emotional economy?Harvard Business Review
“In the rapid evolution from a rational economy to an emotional economy. customer satisfaction is out and it is being replaced by customers who want relationships…relationships built on trust and loyalty”
+
Six Sigma to Human Sigma
+
Four conditions that affect membership and new client relationships
o - Landscape of Mistrust - Evolution to
emotional economy - Confusion over
branding - Media interaction
+
What’s the state of trust in the world?
+Mistrust Landscape
World’s temperature
Corporate confidence
European temperature
Regulatory Agencies
+ TRUSTThe Value of Trust = The Return on Influence
+
What are the three most significant elements of the emotional economy that are relevant to you?
RelationshipImagination/VisionTrust
+Curiously…asked 20 of you…
+
How many different answers did I get?
20
+Let’s debrand some branding myths
+A BRAND is not a logo…
Leci n’est pas une brand
+A BRAND is not a slogan…
+A BRAND is not an identity…
+And finally, a BRAND is not a product…
+So, what exactly is a brand?
A brand is the trust consumers put in you, your chapter, your agency or company’s experience
A brand is how someone feels about you or your product/service…NOT how they think about it
+So, from the perspective of chapter recruiting and agency/company new biz…
+
So, how do we differentiate our individual and institutional brands agencies in this new emotional world?
+Five new paradigms to effectively engage the traditional and new media
Share of Heart vs. Share of Mind
+
Context before Content
+Push vs. Pull
Push = welcome to the crowd
Pull = creating the conditions for connecting
+OIVSIO
+ Emotional Branding
Trust = experience and relationship
+
“How effectively does your advertising agency and communication team integrate emotional connections into your strategy recommendations?”
What did seven
CEOs say…
+This is what they said…
10% or
less
Disney is pure
emotion
50% We always remind them
There is nothing emotional in
our product, but totally in our relationships
10-20%
Not enoug
h!!!
+ Then we asked…
When you think of your advertising agency or communications team …what animal comes to mind?
+Identity Chart
+
Ten Commandments of Creating the Conditions for LoyaltyThou shall connect with people
Share of heart over share of mind
Thou shall only create experiencesProducts fulfill rational needs, experiences fulfill desires
Thou shall lead with context over content
Content with context is often misunderstood and devalued
Thou shall abandon satisfaction and evolve to an exceptional experience
Satisfaction is the floor, not the ceiling
Thou shall aspire to be trusted Being known doesn’t mean that you are
also loved
+ Ten Commandments of Emotional Branding
Thou shall move from identity to protagonist
Identity is rational. Protagonist is about character and your higher purpose
Thou shall evolve from function to feelThe functionality of a product is about
practical or superficial qualities…feel is about a trusted experience
Thou shall not sell to the sell…create the conditions for the buy
Create the pull…push is yesterday
Though shall only communicate OIVSIOConsumer behavior results from listening vs. Hearing
From services to relationshipService is selling. Relationship is
acknowledgement of loyalty
+
So, “what’s
missing?”
+
Connecting your brand to people via traditional and new media
Ok, let’s put this into
practice
+Drivers for Clients
Business Acumen
Emotionally fluent
Deploy the power of Socrates
Simplicity and clarity
Creativity
High Touch
Trust (trust equation)
Values aligned
Eyes and Ears
Likeability
Moment definition
Rational Drivers Emotional Drivers
+ Five Connection Building
Strategies
Make frequent deposits into the goodwill, trust and reputation bank
Trust is a precondition of loyalty • choices• trial• word of mouth
+
Create your brand dialogue (or theirs)
Storytelling helping us to share our knowledge with context and emotion
•Uncovering the hidden emotional connection
• Listening vs. hearing
• Become a ‘life’ partner• •Speak in word pictures
+What does your boss or client need you for?
RevealMapNavigate
+Can you pass the focus test?
The Focus Test:
1.Who are you?________________________
2.What do you do? _____________________
3.What does it matter? _________________
+
And, even more importantly…can you pass this critical test?
Protagonist?
What are you the protagonist for?
+Sh*t happens…decisions are a choice
+
Some closing words on trust
Be accountable—Life’s two realities. Choice and principles.
Nothing replaces integrity—The time is always right, to do what is right
Consistent reliability—The reliability of the people giving you the facts are as important as the facts themselves
Speak truth to power
Let go and achieve intimacy—It is not time or opportunity that determines trust. Seven years would be insufficient for some people to know each other…others, seven hours would be enough
+So, at the end of the day…what do we take away today?
Trust changes everything…why?
because it’s the only thing that means everything!”
+ If you want loyalty
Think..Act..Create TRUST
+
“najlepša ti hvala”
Alan HilburgHilburgAssociatesalan@hilburgassociates.com
01.703.615.3621 (24/7 really)
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