Jonathan Mildenhall and Raquel Hunter
As innovators in the area of marketing, Jonathan Mildenhall and Raquel Hunter share quite a several qualities, innovativeness being the key one. However, there is also a range of differences in the approaches that they adopt. By focusing on different aspects of their jobs, Raquel and Jonathan have managed to design unique creative approaches toward problem-solving, decision-making, and innovative thinking.
The difference in the perception of self and, therefore, the self-image that each them has is, perhaps, the most striking one. Jonathan views his job in a very pragmatic manner and considers himself a marketing expert. In fact, at some point in his performance, Mildenhall detaches himself from the field of sociology, pointing to the fact that marketing implies a slightly different perspective (Manchester Metropolitan University, 2011). Hunter, on the other hand, focuses entirely on the study of human nature to understand how people make choices, which is, probably, the reason why she calls herself a mix between a data scientist and an anthropologist.
“Open Happiness”: When Actions and Emotions Blend
The concept of “open happiness,” for which Mildenhall should be credited, is a very peculiar idea since, in all its simplicity, it represents a rather complex idea and, therefore, evokes a range of positive responses among the target audience. On the one hand, the connection between actions and emotions seems rather vague. On the other hand, the brilliance of the “open happiness” idea shines through when viewing it through the lens of the Attachment Theory (Braithwaite & Schrodt, 2014).
Indeed, according to Mildenhall, the concept of “open happiness” allows the company to connect with several people on an emotional level. As a result, people from a very strong attachment to the brand idea. Being able to relate to the concept on an emotional level, people feel the need to support it accordingly. Therefore, they take the actions that will supposedly help explore their new emotional experiences by purchasing and consuming the product in question. As a result, Coca-Cola benefits considerably.
Thus, the “open happiness” brand is a truly miraculous innovation that helps compel people to take the necessary actions based on what their emotions demand. The approach adopted by Mildenhall helped make Coca-Cola “relevant to new emergent consumer groups and new emerging markets” (Manchester Metropolitan University, 2011) since the message that the brand idea conveys is timeless and, thus, appealing to all members of the target population.
Consequently, creative excellence was achieved with the help of a powerful and positive message. Even though the phrase was fairly simple, its effect turned out to be truly stupendous, leading to a strikingly sharp rise in sales (Schulz, 2016). Therefore, the message helped blend actions and emotions by appealing to its audience’s understanding of basic positive experiences.
Online Analytics and Their Usefulness: Raquel’s Perspective
In the wake of the digital era, social networking has gained significant weight in not only the social lives of people all over the world but also the global economy. Opening pathways for more efficient advertising, as well as the use of other tools for attracting the target audience, online analytics has had a tremendous impact on the progress of modern enterprises. Raquel Hunter has shed a lot of light on the changes that modern media has brought, as well as how these changes can be used to improve one’s business success.
For instance, once viewed only as of the refuge for personal interactions, social networks are nowadays widely used as the means of promoting products and services successfully, as well as evaluating the effects of the company’s marketing strategies. According to Raquel, a detailed analysis of the trends and tendencies related to consumer behaviors conducted using Twitter, Facebook, Instagram, and other social media provides a graphic portrayal of the current behaviors of the prospective customers, the effects of the promotion campaign, etc. (Raquel Hunter, n.d.)
Furthermore, the fact that social media is used globally allows introducing the principles of diversity and multiculturalism in the workplace. Consequently, an organization may receive extra opportunities for appealing to a wider audience, including people from different ethnic and cultural backgrounds. By exploring the specifics of the target cultures and introducing diversity into its design, an organization is likely to avoid a range of intercultural conflicts (Kronbugel, 2015). Therefore, the usage of social media analytics suggested by Hunter serves as the premises for preventing culture-based misunderstandings as far as not only external (customer-oriented) but also internal (employee-oriented) communication is concerned.
Comparing the Speakers: Who Made the Greatest Impression
Giving credit to where it belongs, one must mention that both speakers made important and interesting points, sharing exciting stories and inspiring their audience greatly. Both Hunter and Mildenhall delivered impressive speeches, emphasizing the significance of modern media and the necessity to focus on the message that the brand is aimed at conveying. Nonetheless, if choosing between the two, one may prefer Mildenhall’s idea over the one suggested by Hunter since the former addresses the content of the communication process, thus, making his strategy more timeless.
Therefore, each of the two speakers has contributed extensively to the development of marketing, and Hunter offers a unique perspective on the use of social media, yet Mildenhall’s idea seems more pliable and, therefore, easily applicable to any project. Designing a framework that will work for years and provide a consistent connection between the company and its target audience is a challenging task, yet Mildenhall seems to have handled it successfully.
References
Braithwaite, D. O., & Schrodt, P. (2014). Engaging theories in interpersonal communication: Multiple perspectives. Thousand Oaks, CA: SAGE Publications.
Kronbugel, M. V. (2015). Intercultural competence: The key to successful international marketing: Intercultural behavioral training as an approach to market development. New York, NY: GRIN Verlag.
Manchester Metropolitan University. (2011). Coca-Cola VP Jonathan Mildenhall’s guest lecture on creative excellence. Web.
Raquel Hunter. (n.d.). Web.
Schulz, E. J. (2016, January 19). Coke replaces ‘Open Happiness’ with ‘Taste the Feeling’ in major strategic shift. Advertising Age. Web.