Male 1: We think about the third of the five blocks, the buyer domain and what we really now need to start think about here is what role does the buyer want the brand to perform? What role they’re looking it to perform, if they are looking for it to really reinforce you as an innovator? Let’s say in the handset market, you’re always the one that tries to be the handset market. Then quite frankly if they don’t keep on developing more new ideas you’re just going to think well this is for me. In some ways you’re going to say something about you. What is it doing for you, what?

The second thing, how are they going about buying the brand and what are we doing in terms of marketing and selling. Because you see the dream I think in many organizations is that the consumer is in so called high involvement states, the mobile handset market. This may be a market where people really get involve and when the contracts come to a change in the contract, they’ll spend a little bit of time looking at the web, talking to friends, maybe going to a few stalls so they’ll be an active formation search process but then form a set polls, they’ll then evaluate different handsets, they’ll make a buy decision, they’ll try it, if it works well and then talk to other people about it.

If it doesn’t work well they’ll try to be discrete in terms of what’s going on or maybe then they’ll start taking all more rigorous action against the organization. High involvement states so it cleans an opportunity there for the brand to be trying to be influence. But you see ladies and gentlemen sending consumer markets, there are so many consumer markets where the consumers are in the low involvement state. They’re not really thinking about what’s going on. They’re using a very simple model and that model really is brand is work when the past it’s not just worth my while spending time thinking about this and out into baskets. And what do you see you then start looking at somebody advertising. You then start looking some of the installed promotion you then see start the way that the–it’s the brands being merchandized. And they’re just totally—but not totally but there it’s below their radar which is not interested.

Male 2: You talk about a lot of retailing environment but a very different environment and a classic example of what you taught about is the utility companies who people pay for their utility bills by direct debit; they lose any sense of emotional connection or reality of who that money is going to. They have no involvement in the brand. In fact I can’t remember right now who had bought my gas and electricity from.

Male 1: I have an example there. Maybe when if you’re a contract it comes renew then switch into a slightly higher involvement states but even then think about what goes on with these computer here. We now got search engines that will do automatic comparisons for us. So if we don’t watch it this interaction now between a distribution channel and the low involvement state says I’m not going to feel any form of connection. It’s a code organization and all they do is they just keep in sending me bills, or I just do is I keep on having direct debit coming through I’ve not found a way to bump with it.

So the challenges, the low involvement states you got to start thinking terms therefore of respect but you got to find those critical points of which somebody then has got to make a buy decision. Little time as ago as within the colleague should be wonderful viral that was being used in Sweden to encourage people to think if you do about paying for your TV license every year.

And it was a campaign that you had no idea what some of us going on and it was a campaign that asks you to upload a photograph of yourself. You do this and then they what looks like a film and starts and its very senior minister coming in or a very senior person coming in with an assistant there. This person starts talking and says this world we got to thank certain people for the way they’ve been able to communicate, to have a democracy, to have an ability, to influence society and they just go on. This is build up and then you see football players stop playing the football. You see people in the living room sort of somebody stop talking this was going on; you see washing up stop washing up. Who is this person? And she looks at the other person with assistant who opens the brief case outcomes a big brown envelope and the person says, we need to thank the hero, opens it and guess what, it’s your photograph.

And then you hear the music changing the whole crescendos something goes up, the beat goes up and then they go also at the situations there's a crowds there and they’re all holding placards showing a picture of you and thank you being a hero. You know you see big billboards where you up on the billboard and you are in different zones of the world where this people is just saying thank you and then your thinking, God this is really good. And then finally because you got no idea at all what this viral about then just like the very end of the cinema production and is a cinema production. Instead of having the cause of who is performing, it then invites you to realize that TV license is due, are you going to be a hero now and sort this thing out.

The past on of this thing, I forgot the numbers, it was just astounding. Now can you—what’s going on. Here’s your challenge in the buyer stage. You built these two ways of now shifting somebody from a low involvement to a high involvement state. One way is fear, the other way is respect. Using these totally confused but again, now using the technology, the so called new technology their established but using the idea of the viral. So kiss, keep it simple.

Stop thinking about large amounts of information going out there. Start thinking about what is the role of the brand? What is the buying process that the person is going through? Therefore, knowing what the role the brand has to play, knowing the people then buy this brand, what are we doing? Well we’re doing it badly, yeah.

We’re doing well and we’re sourcing it badly. Now I’m simplifying and the book that I started early on that I’ve written this thing up in, there's a whole chapter there where a much, much more points but I’m just trying to bring the thing to life. So now I’ve got a three—I’ve got now three component model—

Male 2: But what you are doing across all those three of those so far is you’re talking about alignment, aren’t you?

Male 1: That’s the end of the day. That’s the end of the day where there’s a misfit yeah.

Male 2: Yeah.

Male 1: There is a misfit coming through.