Article | March 8, 2021
In advance of the already highly controversial interview between Oprah Winfrey, Meghan Markle and Prince Harry, the Duke of Sussex surprised us all with an interview on The Late Late Show with James Corden just over a week ago now.
In his first interview since stepping back from his duties within the Royal Family, the Prince took part in a seemingly relaxed, natural, and spontaneous interview with TV host and friend, James Corden.
And whilst it appeared to be off-the-cuff and completely un-staged, it would have in fact, been quite the opposite.
This interview highlighted the true power of sensationalism within communications, provoking public interest, telling Harry’s side of the story, and defining his position as a brand.
Matthew Hayes, Managing Director of Midlands-based brand agency Champions (UK) plc, explains why he thinks the interview proves that Harry, the Duke of Sussex understands his brand power, allowing him to reposition himself within the industry.
“The interview was completely unexpected and caught everybody off guard. We were all so eagerly anticipating his and Meghan’s upcoming interview with Oprah that we hadn’t even considered he would perhaps look at other options,” he said.
The Late Late Show almost goes against his previous branding as a member of the Royal Family.
Matthew said, “It was great to see Harry doing Harry.
“Throughout the entire interview, Harry displayed his true personality and owned it. And in terms of branding and positioning, he knocked it out of the park.
“I believe that Harry achieved what he had set out to do, which was to change the narrative by telling his side of the story and ultimately change the public’s opinion of him.”
And in doing so, the interview amassed more than 15 million views on YouTube in under a week, proving that anticipation doesn’t always equate to more impact.
More than just a Prince
Providing a glimpse into family Zoom calls with his grandparents, Harry used this interview as a way to demonstrate he is more than just a Prince, but a father, husband, son, and grandson, too.
"Harry managed to find his own brand identity whilst remaining all of those things, as well as continuing to work in public service. He owned and delivered it in a way that I can only describe as genius.”
By changing the narrative and telling his story, Harry proved that he is much more than everybody has perceived him as.
The Duke of Sussex isn’t the only person within this industry to change and reposition his brand.
Snoop Dogg is renowned for having more than one persona and this has become a part of his brand identity. From gangster to rapper, actor and more recently, the star of Just Eat’s latest marketing campaign, Snoop is recognised for exactly that – proving the power of branding.
Clever and controversial marketing
After watching the Prince’s interview with James Corden ahead of his sit-down chat with Oprah Winfrey, many of us have been left wondering which really came first – or was this a part of the plan all along?
Matthew explains why he thinks it was a clever marketing ploy:
“I believe that this interview came first as a deliberate way for Harry to define his brand and lay down the law prior to appearing on Oprah.
“Many of us, myself included, assumed that Oprah would be his first (and possibly last) exclusive interview, but what this has done is create a buzz and even more anticipation ahead of its airing.
“Before watching Harry with James, I may not have even considered sitting down to watch his appearance on Oprah, and I expect this to be the case for many others, too.”
It was recently announced that ITV have bought the rights to Harry and Meghan’s interview with Oprah for £1M, with it set to air at 9pm on March 8.
While some may call this controversial, and it may be, Matthew believes it to be clever and tactful marketing.
He said, “Harry’s appearance on The Late Late Show will no doubt boost viewing figures for his interview with Oprah, making it somewhat of a teaser.
“Mystery and anticipation are remarkable ways to tell a story, which is exactly what both Harry and Meghan have done here.”
Digital storytelling expert and founder of Play Human, Matthew Scott also explains the benefits of controversial marketing and why it is so impactful.
He explains, “Simply, controversy appeals to consumers and it grabs their attention. But more importantly, it raises a point and sparks debate, which is key when it comes to storytelling, particularly within branding.
“Telling a story with an edge of controversy or challenge is a good thing and is what leads to change.”
The future of sensationalism
Matthew Hayes predicts that following this seemingly controversial yet clever act of sensationalism and storytelling, many brands will begin to follow suit.
“Already, Prince Harry has gained such tremendous traction from one short interview, so just imagine the publicity after Monday evenings show.
“Brands will see the benefits of working in this manner, albeit slightly controversially, but that it really does work and will garner seriously impressive results.
“I am one of those people who perhaps frowned upon Harry’s decision to officially leave the Royal Family.
However, after watching his interview with James Corden, my perception of the whole matter has completely changed, which I guess was the aim of the game, right? Well, it worked – for me, anyway.”
Article | August 10, 2020
Whether you’re just setting off in your career in public relations or you’re looking for a change in your communications career path, your PR journey can take many shapes and forms. From setting your sights on a particular brand or industry to joining a large company or startup, the possibilities in PR are endless.
Article | July 15, 2020
Personalization has come a long way in the past two decades — from the early days of including your recipient’s name in mass email copy, to creating personalized proposals, tailoring content and segmenting audiences. Twenty years ago, these small pockets of personalization were seen as revolutionary for B2B marketers, who typically fall 3-5 years behind the consumer marketing world. Today, for world-class B2B marketers, it’s no longer enough. Seamless, dynamic, real-time personalization is vital. And, it needs to start at the beginning of the buyer journey — from the moment they land on your website.
Article | January 18, 2021
As the New Year unfolds, the digital marketing trends for 2021 are expanding with it. And as the years go by, online marketing techniques are dominating the Internet.
The pandemic’s recent surge has indeed brought more people closer to their virtual screens than ever before. This phenomenal change caters to a groundbreaking opportunity for businesses to shift their marketing strategies online.
This encourages them to develop and advance a digital tactic for their business’s web adaptation. Luckily, the newest tools and methods also adapt to the convenience of the netizens.
The Advent of Online Change
In a world where progressive advancement is taking place, being conventionally inclined has never been enough. This is why marketers need to go beyond their limits and operate with the world’s movement by knowing the digital marketing trends for 2021. This will ensure the expansion of the customer base and, at the same time, heighten their marketing experiences.
AI-motorized digital promotion
For the past few years, online business has started utilizing artificial intelligence to power up conversational marketing. This tactic generates a customized, user-friendly product experience for the customers. Generally, it also provides a smoother transaction and familiarity with the help of Facebook messenger, LinkedIn broadcasts, and on-screen chatbots.
This marketing trend’s main advantage doesn’t only enhance effortless communication between the marketer and the customers. It also conveniently keeps track of the sales by analysing the user’s behavioural patterns displayed in the client’s data. Conversational marketing also decreases the employees’ load with its user-centric feature and is expected to develop further in 2021.
Shifting to the alternatives with advertising
For most folks, advertisements are quite an eyesore to look at on the screen. Most people don’t know, though, that these spontaneous, annoying ads bring most businesses’ great profit. They also give the business a chance to influence in the marketing arena. In the year 2021, programmed advertisements will be one of the crucial marketing trends that allow businesses to gather a giant mass of specific audiences.
The constant alteration of search engine results will result in a much higher need for consumers to search for traffic. With the heightened increase of competition in the digital space, advertising methods will safeguard an elevated level of trust from the target consumers. In utilizing this marketing strategy, businesses are always encouraged to find a suitable advertising platform.
Boosting customer-friendly experiences with voice optimization
The online medium is a much more competitive market than conventional ones. Crafting exclusive deals, spot-on markdowns, and low rate expenses are never enough for attracting online purchases. In the world of digital evolution, customers will always crave first-rate shopping experiences to tend to their needs. That being said, businesses must develop more hassle-free counter experiences to ensure customer satisfaction.
As most businesses started to invest heavily in mobile marketing, producers need to ramp up their capitalization efforts. One prime example is optimizing the voice searching feature to provide a smoother customer experience. As predicted by online marketing analysts, 55% of the Internet search queries utilized voice searching optimization. Therefore, the search-friendly feature will only grow in 2021.
Optimising the Augmented Trends
For starters, it is never enough for a business to be complacent in formulating what the digital marketing trends for 2021 are. Experienced and qualified consultants in the virtual platform should help enterprises to work out the designed strategies.
Doing so will allow the marketing specialists to analyse the operation until effective marketing segments are chosen at the endpoint.
Refining the traditional approach
With the high-end development of technology swinging in most netizens’ sights, the classical method will not help businesses expand. So going with a specific marketing channel would no longer be relevant. Companies must be aware of developing all accessible spheres, such as native promotion, advertisement, and engaging content.
Rising above the limits with neuromarketing
One of the most futuristic trends in the year 2021 would be neuromarketing. This type of marketing trend involves scrutinizing and studying how that influences a customer’s behaviour. Doing this process, one would analyse the human brain’s scientific bustle. This would allow owners to modify their existing strategies to trigger the audience’s liking.
The central core of Internet marketing to expand a profit doesn’t only rely on digital marketing trends for 2021. For a company to achieve a tremendous feat in the digital and competitive space, crafting a positive image in the limelight is essential. Moreover, businesses are always encouraged to think outside the box to connect with their ever-changing consumers in the most convenient, relevant, and adaptable approach.