It’s an anathema to brand and marketing folks around the globe, but it’s true. Social media has thrown a huge wrench in brand control. Gone are the yesteryears where internal brand and marketing teams carefully crafted messages, controlled content delivery and carefully measured responses.
In today’s dynamic digital media economy, for all the claims that brand and marketing folks make, they just cannot exhort the same kind of control. There are too many blogs, wikis, videos, usenet groups, and the like for anyone, even Google, to get their arms around.
That being said, you should not give up. There is huge opportunity, even better than before, for your brand. Yes, the tables have flipped, it puts ‘the people’ in control of your messaging and branding. That is good!
Embrace it, use it, and learn from it. If you engage in serious and open dialogue, if you react that conversation, you will win in the market place.
Why?
It puts the customer square back in the middle of the bull’s-eye. We have gotten too far from that, as many a company claim the customer is their #1 focus, but really not. I bet you can name at least 10 companies where you think they have lost that magic.
If you let down the barriers, let the customers control the brand and respond openly (ie admitting mistakes) and take action (to address their positive and negative feelings), the brand will become what you want it to be…. Delivery of the right product and/or service to the customer, with their positive endorsement.
7 months ago
2 comments:
Brand is created by actions. We can say all that we want, but what we do will always speak louder than everything else.
Companies spend millions on branding, but their actions are the real determination of what they are in the eyes of the customer.
Thom,
I could not agree more. When companies really and truly focus on listening and taking action on what the customer is saying, you can create a lasting brand--- one based in the eyes of the customer.
Thank you for your comments!
Ted
Post a Comment