Slide 1: Introduction

Slide 2: We would like to start our presentation with the quote by Seth Godin, The Marketing
Guru.

“Brand humility is the only response to a fast-changing and competitive marketplace. The
humble brand understands that it needs to re-earn attention, re-earn loyalty and reconnect
with its audience as if every day is the first day.”

Slide 3: People often confuse humility with weakness. Real humility requires tremendous
fortitude and strength to remain positive, to keep pushing forward, while acknowledging you
don’t have all the answers. It is through such hard-core humility that great brands are built.
Every day there are millions of honest, hard-working individuals trying to add value to
others. But few know about the real value they offer. They need help telling their story. So,
they engage marketing.
Marketing doesn’t need to be loud, obnoxious, and shady. In fact, the most effective
marketing is quite the contrary. The best marketing embraces the value of humility.
As customers, we respect experts who know their stuff, we admire them even more when
they acknowledge what they don’t know. That’s how great stories get shared.
Humility shows you are continuing to learn. It’s healthy to admit “I’m still working on that”.
It’s good to confess “I don’t know”. The same is true when marketing a business or a brand.

Slide 4: There are countless articles written about humility as a crucial leadership
characteristic, but it's also valuable in marketing. For years, we've been hearing about how
important authenticity is and how consumers, particularly younger ones, will quickly notice
inauthenticity and never return. So, firstly we would like clarify what exactly Marketing with
humility means.

Humility in marketing doesn't mean that you bow to your competition or market your brand
in a self-deprecating way. It simply means that you're upfront about what you offer, what you
stand for, and in your relationship with your customers.

Slide 5: 'Marketing Humility' is the concept that as soon as any marketer signs their
contract of employment and crosses the threshold into the world of that company and its
marketing team, they lose the ability to think like a customer. They know too much and have
too many biases at work to ever properly put themselves in the shoes of the customer, they
are not the customer. Their opinions are dangerous, that it could set strategy and tactics off in
completely the wrong direction leading to ineffective marketing, and a waste of both time and
money. The best marketers are those who recognize this and are ok with admitting that they
didn't know how a customer may react to a new product or piece of communication. Because,
humility isn't about denying your strengths; it's being honest about your weaknesses.
Slide 6: Now we’ll be discussing some of the factors why the most valuable marketing asset
will prove to be humility:

 Humility permits significant relations

In your life, think about someone who never displays humility. Perhaps they are all-
know-it, vain, or inconsiderate. It's very draining to be around that guy, isn't it? For
brands that behave as if it's their way or the highway, the same is real. On the other
hand, humility in marketing reveals vulnerability, which helps individuals to
communicate more positively. "This is why it operates" new and revamped.
 Humility is a Requisite Step to Empathy
Knowing that your product or service is not the perfect fit for all is the only way to
better appreciate your clients. You will then start defining the objective and what's
most important to them. When we collaborate with customers to define categories and
people for their business, deciding on what we are not going to rely on is part of the
exercise. It's rough, but it's real that you can't be anything about everyone.
 Humility Eliminates Uncertainty
Without humility, without checking it, you could go all-in on a new product or
campaign. This does not mean that you do not trust your instinct, but rather trust it,
understanding that your instinct is impulsive and that you should still use your brain.
Bear in mind that a lengthy, drawn-out phase packed with assessments and focus
sessions would not have to research. Rather, before rolling out a paying order or
launching a campaign in one metro region before it is carried out nationwide, it may
be checking social messaging. You're probably closer to achievement if you begin by
realizing that you might not be right than if you were just to shut your eyes and jump.
Slide 7:

 In order to truly establish a personal connection with your audience, people need to
feel as if they can genuinely connect with you. When you maintain a humble
approach to your personal branding strategy, it allows you to stay grounded. If you
wish to truly connect with your audience, don’t be afraid to show humility — and a bit
of vulnerability if possible. People will nine times out of ten prefer to hear how
difficult it was for you to start your business — and how many times you failed rather
than how “simple” and “easy” it is to fix their train wreck of circumstance. When you
meet people at their level and prioritize humility, people will respond to it. Remember,
people buy feelings, not products, so make sure your brand has an intrinsic value
beyond its surface level.
 Humble bragging about yourself, your brand, and the accomplishments you’ve
made along the way is the most surefire way to alienate a potential audience. When
you humble brag about your success, you separate yourself from your audience.
 When your audience can track your progression as a brand, and use it as a mirror to
visualize what’s possible for their own business venture, they will navigate through the
trials using your success as a point of reference. In other words, when they do end up
“making it”, they’ll cite your brand as a source of inspiration — effectively serving as
your own makeshift testimonial marketing tool in the process. If longevity is
something you aim for, don’t underestimate the power of vulnerability and humility —
at the end of the day, people primarily buy the story, not the product.
Slide 8:

 Humility in Marketing shows vulnerability, which in order benefits the consumer and
people to connect in a more valuable and meaningful way. This is why we need
humility “new and improved” which works perfect.
 Humility is a very needy step towards Empathy. We can identify and understand our
customer truly by understanding if our own product or service which we are providing
is not a correct choice or fit for every customer out there. Then when we know this,
we will target a segment of customer which will benefit out of this product or service.
 When we understand our product and the customers and identify the segment and
personas, then we truly understand the market and the need for our customer and we
earn that we cannot give all things to all people. There when it comes “product
innovation and R&D”.
 Arrogance is a very bad trait for person or even a business or company in this case.
Companies and business owners come off as they feel they are superior to everything
and they know everything. So, here this Humility is something which stops that
confidence to get converted into Arrogance. And stops businesses to go Rouge.
Slide 9:

 Be Upfront - Not everything is about the products grandness. So we must provide

useful information of all sorts to potential customers which will add value and brand
recognition to it and strictly avoid a sales pitch in every piece of content that is put
out.
 Narrate Great Stories - Educational articles and research papers are all fine but
nothing steals a customer's heart more than a right story. But the story should have a
realistic and practical angle to it that the customers could connect with.
 Ask Questions - There is no better feedback than the ones received from a business's
actual customer. Do they like it or will they like a different experience? Be humble
about your product and ask for suggestions to improve it. Their opinion matters a ton!
 Address concerns - This must be done by following up on the suggestions and
feedbacks taken previously and by following up on them diligently
 Demonstrate constant improvement - A company/brand that does not demonstrate
humility never improves and is stuck. Why would they mind if they feel they are
perfect? So humility actually becomes a competitive advantage that drives you to
always look for ways to get better.
 Go through with Changes - If the inputs this received/collected us stored in but is not
worked upon, the customers will lose their trust on the company/brand eventually. So
it becomes imperative to work on them and bring about a change.
Slide 10:

 The first step to humility is to communicate. Here companies should be transparent as

much as possible. They should be always true to its customer, should provide them
with new and updated product. Communicating about small things will bring trust in
customer’s hearts and they will start talking and accepting products more often.
  Acknowledging customers will make them feel that their voice is heard. They are not
alone in this. Customers do ask and tell their needs and wants. And if the company
has heard and wants to work upon on it then, the same should be acknowledged and
communicated to the customers too. This will result in more feedbacks and openness
with the company.
 Companies should collaborate with their customers in order to know more and better
their customers. For ex: Cadbury collaborated and held a contest where customers
were asked to come up with new flavors of Cadbury which can be officially produced.
This type of collaboration keeps the customers near you and keep them loyal to the
company.
Slide 11: If your audience is following you on social media, it means that they want to start a
conversation with you and enter into a process of knowing you better, before even buying
your product. Like there are millions of people who are following Tesla and OnePlus, even if
they don’t have any of the products offered by these companies.

This can mean that the audience wants to trust you before buying your products. Here
companies need to step away and think of the human value that they are providing to the
customers. Here making the sale should be the first goal and asking for sale shouldn’t be the
first step.

Slide 12:

 Being humble means letting go of your ego. Your “id” makes you feel like showing
the world how great you and your products are, and how great your audience is for
buying them. Resist the urge. A social media campaign that uses this approach puts
the customers’ product experience first. It tells a story about how an audience
benefitted from using a product. This is the kind of story that puts the viewer and their
needs first, and it can help set your brand apart from the white noise of product
pitching.

 Companies that succeed in marketing today don’t pitch; they teach. Take a look at
your product from a 30,000-foot view. Are you sharing the importance of your
brand’s human value? Are you giving your audience something to talk about that
starts a conversation? By telling stories, we humanize ourselves and become
memorable, like that little engine we still recall all these years later. Though your
audience isn’t children (unless you’re selling toys or kids’ clothes, maybe), they still
can get more out of a story that teaches them about the value your product brought,
rather than hearing a command to buy that they’ll probably tune out.
 Assuming that you’re that insurance company, a good approach would be to tell
stories about how your specific target audience could benefit from having insurance in
the first place. For instance, Farmers Insurance created a website devoted to articles
with titles like, “How Life Insurance Helps Your Family During a Divorce” and
“How Life Insurance Can Help Provide Stability for Millennials.” Some of these
articles don’t even have a “call to action” directing the audience to buy a product.
This sort of campaign provides information people actually need and addresses their
potential pain points. It’s about them, not the brand.
Slide 13:

 Attacking someone who is sharing a contradictory view from yours is irrelevant. Do

not dismiss ideas or proposals because it came from someone who doesn’t share your
beliefs or someone you don’t like.
 Find a shared reality and present your ideas with mutual respect. You may not agree
on some contrasting ideas but the fact that you do have some common ground, no
matter how small, will open your mind, to not discard the other’s opinion carelessly.
 People start to believe that they own a certain idea and by extension, that owns them.
When someone questions that idea, you perceive it as a question on your identity.
This attachment results into making ideas personal. Look at things from other
people’s point of view, and focus less on your own identity. In a conversation present
your ideas with facts and perspective to persuade others rather than going on a
defense.
 People don’t like to agree that they are wrong because they haven’t allowed for the
possibility that they don’t know everything. Humility of uncertainty makes us better
decision-makers. When you admit you are wrong, you can grow closer to the truth.
Slide 14: What makes someone the best? Well, being the best goes beyond just saying
you are  the best. Actions speak louder than words, and in this case, it couldn’t be truer. The
determination of “best” will come from customers and engaged users. And the concept
of best has a quantifiable payoff: brand loyalty.

 Google came up with the option in which consumers can click “follow” on a business’
map listing and get notices such as events, offers, etc. They achieved Brand Loyalty
by offering the best tools, the best resources, and the best education for their clients.
 Yelp was forced to remove negative reviews and posts by Dawn Hassel but they stood
firm because of their belief to work on gaining brand loyalty.
 Technology giants Apple, Amazon, Google and Microsoft working hard to earn
consumer trust. Voice search is so powerful and useful, especially on-the-go, that
users’ brand loyalty to these giants will eventually turn into trust in voice search – as
long as they can stay humble.
 While privacy and trust issues with voice search are being resolved, hang on,
because visual search is coming at us full speed. Visual search has been around for a
while. Amazon’s mobile app provides a visual search option, and they’ve
recently partnered up with Snapchat to bring visual search to the social media
platform

Slide 15: Unilever’s consumer insight and marketing strategy director, Helen Lewis, also
talks about making her staff sweat a little by getting those working in brand departments to
spend a certain number of hours in consumers’ homes. If they don’t, they can’t come to key
meetings. That might sound a bit like manipulation – but Lewis, who runs Unilever’s
marketing academy, says it works.

Getting out of meetings and escaping the boardroom is so important for marketers. In a CIM
meeting recently where an industry non-executive director spoke of his disgust that no-one on
the board of a service company he once worked at, was a customer of the firm itself. Surely
to think that you know about your consumers without being one yourself is very arrogant,
whether you are a senior marketer or other director on the board?

Slide 16: While the beer company maintained a stronghold over the New England market
until 1967, the brand had dissipated to a shadow of its former self by the 1908s. Mark
Hellendrung of Nantucket Nectars took over in 2005, and by 2010, Narragansett was back on
top. The key: Humility.

Hellendrung was well aware of the impact the brand had on the region for decades and vowed
to not "screw it up." The company had to capitalize on the one thing that kept it going for so
long and that was the public's trust. Arrogance would destroy the brand, while humility
would keep the faith for the loyal, devoted fans.

Slide 17:

 A content is something which is shared directly to the customer through different

medium. Humility and decency of a content can help the customer to accept it.
Contents created with humility helps the customer to relate to the contents and accept
it.
 In content marketing, the customers need to understand the message the company
wants to give, Humility helps the company to make sure that the customers don’t get
distracted in the way or medium it was conveyed, rather they make the customer more
attracted towards the marketing strategy.
 MWH helps the company to be more open towards the customers. Being humble is
not a weakness rather a strength under right conditions. It applies the concept of
taking responsibility of the mistake and correcting it. Everything creates an impact, a
review that has been answered with humility can create a lot of impact on the
customer minds.
 Marketing with humility mostly applicable while something went horribly wrong. A
simple apology sometime creates a different mind-set to the customer. Along with
that thank you notes and festival wishes create impacts.

Slide 18: The COVID-19 has forced the customer to change the way of purchasing a product
or services, leaving a huge impact on the customer behavior while making a decision. This
pandemic has affected the medium of marketing too. More usage of traditional TV
advertisement has been seen in the past few months. Along with that, due to social distancing
and other regulations, the usage of digital platforms has increased a lot. In this pandemic
period lots of changes happen to the companies also. To overcome the situation the
companies can use the following patterns based on Marketing with Humility
 The customer’s choice of associated with a brand has now fully changed due to
COVID-19. During this changes, now the Customer trust and belief is like the fuel for
running a successful company. To keep the trust intact more empathy and humility
must be shown to the customer in the content that can make them feel more accepted.
 As the digital channels of sharing contents has increased in the pandemic, may
companies have started using more contents through the platforms. This are coming
opportunities created by the situation related to the company. Using the opportunities,
many companies have started their advertisement related to that. Like “Finger Licking
is not good” by KFC or “Play inside, Play for the world” by Nike is one of the
example of using the situation in Profitable marketing strategy.
 To associate a marketing content with the customers, companies need to make their
brand look good with more empathy. This will create the urge of associating with the
brand as it shows hope, empathy and engagement.
 The pandemic has made a lot of opportunities for the marketers to make a differences
during the lockdown. The opportunities created by the pandemic has given many
marketers to think out of the box.