The idea distilled.
This first report in our series delves into the seismic shifts currently redefining the landscape of influence; outlining the ‘New Rules of Influence’ that have emerged. It illuminates a critical gap in our current understanding and application of influence which has led to diminished effectiveness in marketing strategies, but most importantly, provides guidance on how to apply a number of new levers in response to these new rules of engagement.
If nothing else, four things to fuel your growth.
- The power has shifted from traditional ‘authority’, to affinity, in shaping consumer choices.
- Contrary to marketing theory that suggests the optimal time to build brand preference is during uncluttered and calm moments of high receptivity, the reality is that affinity provides the opportunity to ease the decisioning process precisely at a time of high stress for consumers, where receptivity is deemed to be low
- Rather than a top-down system, influence works the other way around. It is a bottom-up process where the influence is now actively looking for the right kind of signals to help define who they feel is worthy of influencing their decision. This means we are turning away from the traditional sources of influence, and instead looking in different places to self-select who we will choose to listen to.
- Reach doesn’t equal resonance. There is a Goldilocks zone for affinity, meaning there is a narrow ‘sweet spot’ for whom Australians will permit themselves to be influenced by. Proximity and relatability are important components of this ‘Goldilocks zone’. So, it is important not to conflate reach, with what ultimately drives resonance.
Some additional food for thought…
- How can your brand adapt to the evolving landscape of influence to maintain relevance and efficacy?
- In what ways can you harness the insights from ‘The Influence Codes’ to enhance your brand’s influence across different industries?
- What role does affinity play in your brand’s strategy, and how can you strengthen it in a world where traditional influence is waning?
