TRENDSETTERS: Ogilvy’s Chairman, John Seifert, Discusses a New Hierarchy of Branding

John Seifert, Chairman of Ogilvy & Mather North America has not only worked around the world for 30 years, but has worked with all of Ogilvy’s global clients—American Express, Unilever, Kraft, IBM, Kodak, etc. He also has the rare experience of working across all communication disciplines – from advertising to direct marketing to PR to sales promotion. His experience provides a unique vantage point to understanding advertisers’ needs today.

One of the biggest challenges he sees for marketing in these times is what he calls "the trust gap." According to Seifert, "Managing and building a brand in today's environment of distrust is more important than ever, and the role of the corporate brand has never been more essential."

He recognizes a New Hierarchy of Branding.

"We have moved beyond concepts of brand image and of corporate culture. Instead, the future of the brand is now increasingly based on how it connects with society in a larger context. Not only does a consumer have to weigh in on a brand, but society must, too. Customers will now reevaluate what matters most about a brand with a new sense of shared responsibility with that brand owner."

Seifert adds that a brand cannot be built today without meaningful social engagement. “People want to rally around and engage with an admired brand that offers a point of view. The new reality is about the ‘brand behind your back’ or the community branding effects on the perception of any product or service.”

He adds that segmenting the audience from the message is no longer possible; they have all converged. Today’s new rules for brand owners are about being transparent and consistent, while allowing purpose and values to drive marketing strategy. The behavior of a brand is what will be gauged now and in the immediate future.

John Seifert also cites a favorite quote from Abraham Lincoln to illustrate the new role of the responsible brand: "Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing." Today’s brands must be the real thing.