Guruism

Will your brand be the go-to guide on a given topic?

background

In a world awash in data, people are looking for answers, not just additional information. They’re seeking trusted guides who will deliver enlightenment on the topics they care most about. But with attention at a premium, only the wisest brands will ascend to the roles of gurus in their respective fields. A guru is judicious enough to take the patient approach, understanding the value of building a long-term brand through insightfulness and expertise, rather than straight selling. In many cases, this takes the form of content marketing, in which a guru establishes their expertise through creating or sharing compelling content that inspires action (something we know a thing or ten about here at Upshot). But the greatest gurus are wise enough to also use their expertise as a filter for determining what content should (or absolutely must!) be passed along from others.

market manifestations

• Entertain and Enlighten: Although content marketing often focuses on entertainment, the best stuff manages to also incorporate a healthy dose of engaging education. This represents a huge opportunity for B2B marketers to provide insightful content in an easily digestible, and even enjoyable, format. For instance, MailChimp is in the not-exactly-sexy business of building email newsletters, but they’ve amassed over a million users with a steady stream of equally entertaining and enlightening content, ranging from beautifully designed publications to quirky branded tutorials.
• Productive Partnerships: Content creators needn’t work alone. Mutually beneficial partnerships can leverage each brand’s unique equities in the content creation process. Williams-Sonoma cooked up the clever Sous Chef Series with the Tasting Table foodie newsletter, using behind-the-scenes videos and exclusive recipes to highlight the heroes in the trenches of the nation’s hottest restaurants. Williams-Sonoma brought its strengths to the table by inviting the featured sous chefs to perform in-store cooking demos at stores across the nation.
• Gurus, Not Gods: Consumers aren’t asking anyone to be the omnipotent expert on all things. Rather, they seek to create their own patchwork of gurus from a variety of niche experts with deeper, focused knowledge. Without hesitation, they’ll go to Johnson & Johnson’s Baby.com for baby tips, but P&G’s StyleUnited for personalized fashion consultations, without caring that the two companies are competitors.

implications

For marketers, the first step toward becoming a trusted companion usually involves acting a bit more human. It certainly helps to have an actual face of the brand, which is why we’ll probably get more face time with personable CEOs and spokespeople. But just like with people, legitimacy isn’t necessarily bestowed on the most popular kids. Guruism tends to favor the brands that take the biggest stand, regardless of whether they’re the biggest brand in their category. Chipotle has become the undisputed guru of “Food with Integrity” precisely because it has positioned itself as the most credibly sustainable challenger to market leaders. The lesson here? It’s better for a brand to put a bold stake in the ground and have a legitimately compelling point of view than to try to be everything to everyone. But regardless of the subject, the whole point of having a guru in a given category is that there can be only one. By definition, most brands cannot occupy the role of the most enlightened expert, in which case it would be wisest for them to curate the collective consciousness…