Figure 1, 2019, KFC’s print ad put in the Metro and the Sun newspaper.
There is now a change of relationship between consumer and brand. It’s commonplace that ‘if a consumer is disappointed by the brand, she may sever ties with it—or worse’ (Edelman, D. 2010, p3). ‘Branding in the digital age’ identifies the belief that ‘traditional marketing strategies must be redesigned to accord with how brand relationships have changed’ (Edelman, D. 2010). Consumers now have more power and a stronger voice in the company, before the brand would tell their target consumers what they needed, now consumers tell brands what they want and how they should act in a conscious eco-environmental minded world. It goes on to say that “touch points have changed in both number and nature, requiring a major adjustment to realign”(Edelman, D. 2010) a viewpoint that is also shared in ‘the future of brands’ saying “the difference is in needing to think more broadly about to whom, what and where it is applied” (Clifton, R., Maughan, E. and Interbrand, 2000) and further in ‘branded interactions’ they mention that “traditional agencies have long recognised that digital media have changed peoples behaviour fundamentally and that old advertising solutions no longer work” (Spies, M. 2015, p152/153). There is evidence that brand engagement increases via social media after purchases. It’s important that brands are reaching out to their consumers in all touchpoints available and realise that old media isn’t the only threat to brand image ‘also consider owned media (… the channels a brand controls, such as websites) and earned media (customer-created channels, such as communities of brand enthusiasts)' (Edelman, D. 2010). In recognising this change and development it will allow them to target consumers more directly and have more control in that once they see what’s being said about their brand they can then respond to the feedback.
However contrasting this, the communication is stronger through social media and so can be a useful tool in allowing brands to respond quickly and to a large scale. During the KFC chicken crisis, running out of certain products primarily chicken, social media was a helpful tool. In releasing a newsprint ad to the Metro and the Sun (Figure 1), it was then shared 219,138,216x on social media with a reach of 796,709,795, giving KFC the ability to get their message across quickly and efficiently, to the main bulk of their consumer market. Twitter responses (see images 2+3) gave them the ability to show brand personality. Making people empathise with them as Meghan Farren the chief marketing officer for KFC says; “brands are like people” consumers have to trust them, feel like they share the same core values to fully get on board the brand. They also used humour in their social media campaign to get the public on side; not only through the main ad ‘FCK’ rearranging their name to infer an expletive but also their responses to people online, bringing a more lighthearted side to the situation the public were more receptive and warmed to the unfortunate nature of the experience. Images 3+4 highlight use of semantics around the brand ‘chips on the table’ and ‘hen house’ and employs typography used throughout their branding for consistency and ultimately keep customers informed, honestly is a big selling point for consumers. Social media therefore can be a useful tool in connecting brands to their consumers, providing you get consumers to trust, and feel like they share the same core values to fully get on board the brand.
As a large widescale form of consumer research, social media can help develop a brand. Likeable social media indicates that Facebook due to its number of users more than 1 billion “allow you to quickly target millions of people at scale” (Kerpen, 2011, p28) and that twitter ads “target audience becomes based around what people are actually saying, not simply what you glean from demographic research” (Kerpen, 2011). Social media provides a platform that reciprocates traditional ads, which are for raising awareness, increasing purchases and ‘converting passive recipients into customers’ (Kerpen, 2011, p183), in this way social media ads can be more effective in that they ‘start the conversation’ (Kerpen, 2011, p183) once you have the follow or like you can then continue to engage with them and receive consumer feedback for free. Depending on the platform, it provides information on brands’ consumers and if used correctly can help companies make the most of this large scale resource. Brands can also take advantage in that they can “track and trap consumers” (Hart, Murphy, 1997, p209) resources like cookies helps identify the consumer in their entirety; where they shop, what products they like, what they spend their money on, all vital questions brands need to know to ensure they appeal to their own target market. “From around 2009 onwards, luxury and fashion brands began to realise that digital channels could do more” (Spies, M. 2015, p13). Companies spend large sums on consumer feedback, here they have a free, widespread resource thats going to be the most honest they’ll receive in consumer feedback, which can help them improve their image and maximise profitability. Social media is effectively a huge consumer research facility that gives brands the information on their consumers they need to sell and profit and keep a loyal customer base.
Social media also allows businesses to add another layer to their brand image and gain exposure for their company, it gives them the ability to show ‘Brand personality, Experiential marketing, Brand architecture’ (Ailawadi, Keller, 2004, p17/18). Especially in the 21st century a young demographic on the web ‘prefer to look for information and experiences via social media and are reluctant to visit brand websites,’ (Spies, M., 2015) so brands have to think about taking information to their audience instead of driving up website visits. Social media therefore is a chance for the brand to have their online presence and the ability for brand extension to show more to the brand than what’s on the surface. Successful brands make use of this, “assembling together and maintaining a mix of values, both tangible and intangible …relevant to consumers and which meaningfully and appropriately distinguish one’s suppliers brand from that of another” (Hart, S., Murphy, J., 1997) and an online presence can provide this if done well; from uploading branded content, partnering with social media influencers and responding to other users, it shapes the brand and shows consumers what kind of people fit in with their brand. Social media can help brands through exposure and building a better more positive brand image but in order to have longevity and thrive they need adapt, “looking for key consumer drivers, current habits, facts/thoughts that are surprising, communication” (Hart, Murphy, 1997, p30) all in order to stay ahead and this is demonstrated with brands that use social media.
Figure 2, 2019, KFC’s Twitter response to competitor food chain Burger King.
Figure 3, 2019, KFC’s Twitter response to competitor food chain Burger King.
Figure 4, 2019, Information on KFC’s website, about the issues they were having.
Figure 5, 2019, Information on KFC’s website, about the issues they were having.
There is an “increasingly blurred and virtual future, just about everything and everyone is capable of becoming a brand.”(Clifton, Maughan, and Interbrand, 2000, pxiii) Furthermore even if you do have a stable brand positioning the use of social media and consumer feedback means that your brand image is easily tarnished and under constant scrutiny. However those that seem to have mastered the art of adapting to modern society and have a sense of longevity have realised that ‘Brands possess great power and the truly great brands will be those that learn to balance this power with responsibility’ (Hart, Murphy, 1997, p213/4), they have to do more for consumers in todays society “ask more questions other than “will it sell?” such as “will it improve the customers and society’s wellbeing?” (Hart, Murphy, 1997, p213/4). Social media can be misleading and isn’t always the most optimistic place but if brands can portray that they are genuine and honest in their intentions consumers will support them and their journey, as social media is still developing it seems that there will continue to be benefits for brands over time and so there is still further research to find.