The rules are simple and straightforward.
Identify 4 words, all-starting with the same letter, that represent each of the 4E buckets (entertainment, education, esthetics and escapism), and as a group, act as an absolute identifier to describe the brand, using the following questions:
- Entertainment: What about myself, my product or service represents entertainment and keeps people passively absorbed?
- Education: What about myself, my product or service represents education and keeps people actively absorbed?
- Esthetic: What about myself, my product or service represents esthetics and keeps people passively immersed?
- Escapism: What about myself, my product or service represents escapism and keeps people actively immersed?
When answered, each brand has identified their quintessence, that differentiating factor, which defines how only they can do what they do.
Here’s an example. Can you guess the “brand?”
Ding ding ding! You are correct! James Corden.
Combined, these four words create an experience one can offer, not just a product or service to sell. This experience offering is what differentiates one particular brand over another.
If James Corden only posted Carpool Karaoke videos would anyone be disappointed? No, because James Corden is most known for that content, and there are so many more celebs we’d love to see as his next passenger! Carpool Karaoke is James Corden’s signature content, differentiating him from other late night television hosts.
The theme of experience in social media
This 4E model, although introduced over a decade ago, supports the evolution of social media and content marketing, as we now know it to be. Social media isn’t show and tell anymore. The days of telling consumers what you have to offer is over. It’s so much better to invite participation into an experience rather than invite engagement via a static image or imaginative copywriting.
Social is a full-sensory experience. Snapchat lenses (and now Spectacles), Facebook Live, musical.ly and virtual reality are all catering to experience. It’s not acceptable for a brand to push out content that doesn't invite experience.
We love helping guide brands through the 4E model to help them determine why they do what they do and how that comes to life online. Holler to connect with us!
Click here if you're interested in learning more about the teachings of Joe Pine and Jim Gilmore