Britain has always been ahead of the US when it comes to marketing and today was no different.
Yet it was not David Ogilvy teaching us what creates engagement but Will and Kate's marriage.
As 2 billion people tuned in including my teenage boys, we witnessed brand love--that of the monarchy--rare in today's fickle market.
Here are the 3 Royal lessons:
1) Be Authentic: Princess Kate did not walk down the aisle with just her Prince but with all the Kings and Queens before her. Brands today will be anything you want as long as you buy them. But genuine brands who lead with their history have the brightest futures.
2) Surprise and Delight: Baited eyes were on the Goring Hotel entrance as we all waited to catch a glimpse of Kate and her surprise dress. And that kiss? We are their loyal subjects for life.
3) Package Good: The world saw the power of goodness on April 29th. Marketers take note. It's not just a product you're selling but a higher order ideal--a purpose.
Marketers who want engagement will get only that far with conventional tactics but if you want an enduring marriage with your customers that will take true love.
BrightHouse is the original Ideation Corporation. We are a global consultancy of thinkers creating commercial success through social value. We're creating a world where new ideas reign, where corporate values mirror human values and where higher earnings link with higher purposes.
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