Brand Autism

No, it’s not that some entrepreneur has gotten ahold of “AUTISM,” trademarked the term, and is now going to use it as the name for a line of products. “Brand autism” is a term that iMedia Connection Editor-in-Chief Brad Berens uses in a September 7th interview with Sean Finnegan, CEO of OMG Digital. The term comes up in a discussion of advertising and, in particular, “interactive advertising” as being all about relationships and, indeed, a “relationship business.” A brand (says Finnegan) that “connects” with customers—that gets to them emotionally, and on a seemingly personal level—is successful.

Finnegan and Berens discuss how the “relationship” between a brand and the customer can be a “conversation,” in which the brand’s message changes to suit different customers. A brand that always says only the same thing is equated with autism, which Berens defines (rather simplistically) as “somebody who every time they see you says exactly the same thing to you that they said the first time.”

[Finnegan] The art of a brand relationship is much like the one you and I could have as friends: it is the same dynamic that should be translated by brands. And, right now it has to be. You, as a brand, cannot get away with a one-way dialogue.

Not only that, but when you do engage with someone, you cannot continue to speak to them in a manner that says the same thing at an eight times rate.

As technology allows us to get down to the household level and creatively and dynamically deliver ad assets based on the behaviors exhibited by different people within a household, marketers must possess the assets to have that conversation. Logistically and structurally, with an agency’s help, they must be able to deliver on the content.

Berens: There is a term for somebody who every time they see you says exactly the same thing to you that they said the first time. And, the term is autism. This is what you were just describing: the banner ad, or the email that says the same thing each time is like autism.

If you, like me, have had experience working with people who suffer from autism spectrum disorder, one key element is an inability to change the message based on nuance, based on the situation, based on context. And so, what you are describing as the thing that you are working to conquer we might call “brand autism.”

Finnegan: That is an interesting way to put it. Through technology, we now have the vehicles and the abilities to capitalize on our brand relationships. Moreover, it is glaringly apparent to the user whether you are willing to engage with them and evolve the conversation, versus just continuing to repeat yourself.

“Autism” is being presented here in a figurative, metaphorical sense, but the view here is quite one-dimensional, and overlooks why someone might “says the same thing each time,” for comfort, for maintaining a sense of the order of things, for keeping things simple. Charlie knows when he sees those golden arches that a certain brand of fast food with fries of a certain taste and texture are nearby, knows that he does not have to steel himself to adapt to something new and, therefore, unknown.

Maybe a bit of “brand autism” can go a long way in creating one very loyal customer……..