BrandStory: Being human with Luckie & Company
John C. Gardner, President of Luckie & Company, is not just a cool dude with an infectious personality, he gets it! Life is about stories, about making real connections and about people. Life is about engagement! Life is about being human. To be human, according to Gardner, is about “the smell of our feet and the beauty of our dreams.” And every marketer must grasp hold of this truth if he/she wants to make a difference for their brand, their customers, employees and any other stakeholders within their realm.
Gardner passionately presented at the March meeting of the American Marketing Association under the title, “The Next Frontier of Marketing: Human Engagement,” to help marketers optimize their relationships with customers in light of today’s prevalent ROI and accountability pressures. Here are 10 take-a-ways from his presentation:
55% of millennials choose a brand based on technology
Millenials are finding new brands from the App Store
Technology allows us the ability to connect on a personal level
Data can overwhelm us but we can use it for good – it’s a window into what it means to be human
In an era of democratization, consumers are demanding to define brands – allow customers to participate in the branding process
The Luckie 7 tips for human engagement:
Listen to what consumers are saying
It’s not about you!
Marketing is about relationships – relationships have to develop
It’s a journey and not a destination
Say you’re sorry when you mess up!
Stop the noise around you – enhance relationships with the right message
Solve for human! Think of your customers and employees as people
Inspire the connections with your company, people and brand
Impact society – be about a bigger purpose – be about something
The goal has to be more than about making money!
Find the human in your brand!
Gardner was named president of Luckie in 2013. He has worked with some of the top brands in the country, including Regions, Chick-fil-A, Marriott, Kohl’s, Saks, Disney, Liz Claiborne, AT&T, Nestlé, L’Oréal, Lane Bryant, GlaxoSmithKline, Novartis and Pfizer.
For more information about Luckie & Company and their “human” philosophy, check out their website at www.luckie.com.
The Birmingham Chapter of the American Marketing Association is the leading professional marketing organization in Central Alabama. Birmingham AMA empowers marketers by connecting them with innovative and successful brands and affiliated professionals that are known for delivering exceptional customer experiences, gaining a competitive edge through networking opportunities, finding marketing jobs in Alabama and country-wide, engaging in discussions with industry experts, and participating in educational programs. Our monthly chapter meetings are held the third Wednesday of each month at the beautiful The Harbert Center. The April luncheon will feature Hatton Smith, President of Royal Cup Coffee, for more information go to www.bhamama.org.
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