This week, Motorola is showing online the first two in a series of videos showing ordinary people sharing why and how they feel empowered by technology. This is part of Motorola’s “Power to Empower” campaign launched in August 2021. The campaign is the result of a multi-year process to define what Motorola stands for as a brand.
âPeople don’t look for brands that just have a product that solves a problem. If you want to be a brand that will continue in history and that is truly engaged with your consumers, you have to tell the story behind everything you do. Plus, you need to be aware of the concerns your users have about you as a whole and your technology, âRenata Altenfelder, Executive Director, Global Brand Management Lenovo mobile Business Group (MBG) told me.
Motorola wants to be seen as a tech pioneer with a passion for innovation and a willingness to change the status quo. Through technology, Motorola wants to make a difference in order to generate more positive change. Its brand values ââof innovation, inclusion and reliability must be reflected in the products placed on the market. As a brand, it wants to be trustworthy, innovative and inclusive.
Over 300 Motorola users uploaded videos sharing how their phone allowed them to do what they wanted to do, whether artistically, professionally, or just out of passion. From all the videos, Motorola has selected 12 stories featuring different people, geographies and stories to be part of the second phase of the âPower to Empowerâ campaign which focuses on âTechnology with Heartâ.
The first two stories come from the UK and Taiwan.
Mitchel mcculloch is a chef who in 2020 closed his catering business in east London and moved to the east coast of England, where he started a mini permaculture farm. In addition to cooking, he has a passion for the ecology and horticulture of the natural world, specifically involving plants that can nourish and heal us. He became a YouTube sensation with 7 billion videos as well as a radio host. About technology, he says, âI still use tools, but the most useful should be my cell phone. My phone is like my office. With my passion and original approach to gardening, I was given a great opportunity to teach others how to grow through radio. “
Lin Ching Lan is a 34-year-old dancer from Taiwan. âI was born to dance, but I was also born deaf. For me, that’s not a contradiction. Feeling the vibration of music on the floor is something anyone can do. Sometimes we just can’t imagine not even how far our senses can go. ” Her mother encouraged her to use technology to learn from other dancers who don’t speak sign language. She uses her phone as an interpreter so that she can be part of other companies in Taiwan so that they can âvibrate togetherâ.
Of course, marketing alone won’t sell products, but Motorola believes that putting people and their needs first will lead to better products and better engagement with their customers. I ask Altenfelder if it was difficult to get support for the campaign given the emphasis on diversity and inclusion, the choices of creative agencies, the use of ordinary people for video content. âIt wasn’t difficult at all. Aside from the right thing to do ethically, it’s the right thing to do from a business perspective. We see the results of companies and organizations. brands that don’t just talk about caring about people and the environment, but actually acting on their message and making a positive impact. You see revenue results, and you see stock results, you see success ” , she says. Altenfelder is right. Studies have shown how customer-brand identification (CBI) reflects strong psychological or emotional attachment, suggesting future behavior and long-term association with the brand. This is quite different from customer satisfaction which refers to a positive attitude towards a brand generated from consumers’ overall rating of their experience with a brand’s services or products.
âPower to Empowerâ isn’t just about products, marketing and customer engagement. After the very difficult months that everyone went through due to COVID and other social challenges, the campaign has also become a force for change among Motorola employees. Altenfelder believes that it is essential that the campaign reflects the mantra âthink global, act localâ so that the stories, messages and above all the impact reflect the needs of the local communities that Motorola is reaching. Motorola wants to empower employees to do their best, and employees feel empowered by the change that the brand brings.
We’ll have to see if Motorola’s gamble on tech with heart pays off from a sales perspective, but it’s refreshing to have a tech brand focused on trust and genuine connection with its customers. Another thing Motorola is subtly doing with this campaign is reminding us all that there should be more than vibrant colors, quick edits, influencers, and eye-catching tunes representing the tech in the world. It’s exciting to have a tech brand (re) focused on the true promise their products embody: empowering everyday people and the opportunity to create positive change in their lives and in the world.
Disclosure: The Heart of Tech is a research and consultancy firm that engages or has engaged in research, analysis and consultancy services with many technology companies, including those mentioned in this column. The author does not own any stake in the companies mentioned in this column.
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