Insights from Carolyn Schofield’s Talk

Written by Carmen Hogan
 

Why Making New Zealand Cry Was a Marketing Win

What does a three-legged dog have to do with selling electricity? At a recent MoPed evening, Carolyn Schofield, formerly Head of Brand at Trustpower, shared how their advert featuring Blue, the three-legged dog, became New Zealand’s most-loved ad of 2022. This campaign didn’t just tug at heartstrings—it transformed Trustpower’s brand and showed how emotional storytelling can make even something as ordinary as electricity feel special.

But what can you take away from this for your own marketing efforts? The key lies in connecting with your audience on a deeper, emotional level. Trustpower’s success with Blue wasn’t just about getting people to feel something; it was about creating a genuine connection that led to lasting loyalty and business growth.

The Power of Positioning

"Positioning is at the heart of everything you do," Carolyn emphasised.

In a market where products like electricity and telco services all seem alike, making your brand stand out is crucial. Trustpower did this by shifting focus from features to feelings, making their brand not just recognisable but memorable.

Carolyn was clear: the debate between difference, differentiation, and distinctiveness doesn’t need to be complicated. As she put it, "it’s all the same thing." What really matters is choosing to be distinctive. This approach set Trustpower apart and helped them grow their market share over the years, even without competing on price.

Quick Wins for Marketers

Connect Emotionally

Trustpower’s Blue ad wasn’t just about making people cry; it built a strong bond with the audience, leading to loyal customers and business growth. Find ways for your brand to create similar emotional connections.

Stand Out

In a crowded market, standing out is key. Trustpower’s Blue ad became a talking point people remembered and shared. Make your campaigns unique and memorable to keep your brand in people’s minds.

Keep It Real

Genuine stories connect better with audiences. Trustpower’s campaign succeeded because it felt real, reflecting true emotions and values. Make sure your campaigns feel authentic too.

Try Something New

Don’t limit your storytelling to one platform. Experiment with videos, blogs, social media, and interactive content to engage your audience in different ways. Video content, especially, can boost brand awareness.

Stay Consistent

Keep your brand story consistent across all platforms. This creates a strong, unified brand experience that resonates with your audience.

Differentiation vs Distinctiveness: Why It’s All the Same

In marketing, the debate between differentiation and distinctiveness is common, but Carolyn Schofield downplayed this, stating, “It’s all the same thing.” For her, the key decision is whether to blend in or stand out—and being distinctive is the clear winner.

This aligns with insights from Byron Sharp and Mark Ritson. Sharp emphasises brand growth through mental and physical availability, while Ritson advocates for balancing long- term brand building with short-term activation. Carolyn blends these ideas, using emotional storytelling to create a memorable, distinctive brand while keeping Trustpower top-of-mind.

She pointed out that many brands focus too much on features and tangible benefits, neglecting the emotional connections that truly resonate with consumers. Trustpower’s success with the Blue ad was rooted in its emotional appeal, which forged lasting brand loyalty. Carolyn’s message is clear: differentiation is important, but emotional distinctiveness is what truly makes a brand unforgettable.

Play the Long and the Short Game

Carolyn highlighted the importance of balancing brand building with activation, recommending a 60:40 split between the two, though this ratio might vary depending on your company’s life stage. She referenced the book The Long and the Short of It as a "must- read" for understanding the necessity of a two-pronged brand strategy. This approach ensures that while you're building long-term brand awareness, you're also meeting the needs of customers ready to take immediate action.

The Science Behind Emotional Storytelling

Carolyn explained how brain science supports the use of emotions in advertising. She cited Daniel Kahneman’s research, which discusses the brain’s system 1 (emotional response) and system 2 (rational thought). Trustpower’s ad tapped into system 1, using quick, emotional responses to create connections and build brand loyalty.

Emotional Storytelling Is the Key to Long-Term Success

Carolyn’s talk showed that emotional storytelling isn’t just a trend—it’s a powerful way to build a successful brand. Trustpower’s Blue ad didn’t just make people remember it; it changed how people saw their brand and led to significant business growth.

Generating emotion in your advertising produces long-term benefits for your brand, including memorability and connection. However, many brands focus too much on features and tangible benefits rather than emotional ones. As Carolyn pointed out, the feeling brain often overrides the thinking brain, leading to quicker, more emotionally satisfying decisions.

Applying Emotional Storytelling Today

For brands today, the lesson is clear: use emotional storytelling to stand out. Create ads that make a real connection with your audience. Keep your messaging simple and relatable, and tap into emotions to make your brand memorable. Sometimes, what seems familiar or even cheesy is exactly what will make your brand unforgettable.

Carolyn Schofield’s insights prove that emotional branding is a powerful tool. By applying these ideas, you can make a lasting impact and set your brand apart in a crowded market.