FutureBrand news, views & insights: November 2023
It’s better, basically
Last week, I got a feel-good surprise: cold hard cash back from my health insurer, HCF.
It came as a result of COVID-19 claims savings and so they decided to pass those savings onto members.
Here’s what they said:
It’s a reassuring demonstration of HCF’s commitment to making “a positive difference to the lives of our members, our people and our communities by making healthcare more affordable and accessible.”
I say “reassuring” in so far as they have not necessarily done anything special.
In fact, they’ve just done the basics. By doing exactly what they always said they do. Nothing more, nothing less.
Consequently, it is “just another way” in which HCF turn their brand strategy into reality through everyday experiences. It is not an ad hoc campaign designed to fix an issue with customer churn. Nor is it a headline-grabbing initiative for the front page of their annual report. It’s just what they do, every day.
The lesson for businesses and brands seems simple: understand that customers don’t judge you based on what you say, they judge you on what you do.
But there is a more nuanced lesson too: if you want to be known for all the positive difference that you make, put it at the heart of your brand, every day.
Want to do better? Do the basics.
Fun! (not weird)
Last month, SXSW travelled all the way from Sydney from Austin, Texas – where they infamously like to ‘keep Austin weird.’
It didn’t get too weird within the corporate event corridors of the ICC Sydney – a missed opportunity, perhaps? – but it was lots of fun, if only for the fact that I joined a panel arranged by Funlab on the world of competitive socialising.
It’s a world populated by Funlab.
Archie Brothers, B.Lucky & Sons, Hijinx Hotel, Holey Moley, La Di Darts and Strike.
With a comedian as a moderator, it was never going to be a straight-laced affair. What’s more, I joined Blaise from Funlab and Lucy from Merkle on the panel to share our various insights and ideas on the ins and out, ups and downs of why competitive socialising is so much fun.
For me, it all comes down to the concept of ‘effort bias’.
In essence, what that means is that we attach greater value to an outcome when it takes more effort to achieve it. Why simply socialise when you can competitively socialise and feel like you’re enjoying yourself so much more?
‘Effort bias’ is one of those behavioural insights that explains so much about how we relate to the world around us. Yes, it does require more effort but it might also make your brand all the more distinctive and memorable.
(BTW it might also explain why I’m so excited that our work with Funlab has been shortlisted for three awards at this year’s Transform Awards. Best Visual Identity by Sector – Sport & Leisure. Best Brand Evolution – Consumer. And, Best Use of Typography. Phew!)
Webinar next week
Next Thursday 9 November, we’re hosting a webinar on this year’s FutureBrand Index – we’ll start at 8am AEDT and run for 45 mins, including time for questions.
It’s open to all, marketers and non-marketers alike, feel free to join us for a deep dive into the FutureBrand Index and to gain some practical insights and ideas for growing your own brand and business.
I’ll also be joined by our Head of Strategy Victoria Berry and Strategy Director Emma Waterman and together, we’ll be reviewing the big themes, diving into the details, and answering all your questions. Click here to email me and I’ll add you to the diary invite.
Growing up a business
It was nine-and-half years ago that I met Victoria and Josh for the first time, it was my first day at FutureBrand.
Back then, Josh had only recently joined the business as a Senior Designer, and Victoria had already worked as a strategist at FutureBrand in New York for a number of years before returning to Australia and transferring to FutureBrand in Sydney and then moving to Melbourne and joining the team there.
Fast forward to now.
Victoria is our Head of Strategy and celebrating her 15th anniversary.
Josh is Creative Director and celebrating his 10th anniversary.
I’ve often said that the first thing that comes to mind when I think about how we might grow the business is how we might grow the people.
Victoria and Josh have most definitely grown – and our business is all the better for their experience.
That’s all for this month, thanks for reading – and I hope there’s an insight or an idea that you and your team can use for your own brand and business.