Your customer looks at your marketing and asks, “Where am I in this story?”

Your customer looks at your marketing and asks "Where am I in this story?"

In the era of Brand Democracy, you need to make the customer the hero of the brand story. And that requires not a choice in media, but a choice in mindset.

Last updated: November 17, 2014 at 15:27 pm

The days of tightly managed brands are over

managebrands

As marketers we have to realize that managing brands is ineffective because what customers say about the brand is more important than our official brand narrative. Brands are no more than collections of the stories told by customers.

Last updated: November 17, 2014 at 15:26 pm

We can no longer control and manage brand conversation like we used to

We can no longer control and manage brand conversation like we used to

We can no longer control and manage brand conversation like we used to. This is the era of Brand Democracy. You can win by letting go.

Last updated: November 17, 2014 at 10:55 am

Liked vs Loved: Marketing Goals Explained

By: the Italian voice

If your customers like you, be afraid, be very afraid. You might as well be invisible. In the modern attention economy, customers only recommend and talk about brands they love.

Last updated: November 8, 2014 at 7:31 am

Just Imagine What Curating the Conversation Can Do for your Brand

By: dommylive

Big Brands want total control of the narrative. They want all the benefits of the Social Era without any of the commitment. It doesn’t work. You need to let go. Here’s how you can do it and create awesome marketing at the same time.

Last updated: November 13, 2014 at 17:06 pm

Stories Join the Dots

By: Courtney Rhodes

From Apple’s 1984 to the Pepsi Generation, stories are powerful tools for marketers to help people join the dots and connect with a sense of belonging.

Last updated: November 13, 2014 at 7:12 am

The 7 Awesome Ways GoPro Wins in the Sharing Economy (Presentation)

GoPro

Take a look at what lies behind the success of this billion dollar brand

Last updated: November 21, 2014 at 13:01 pm

Your Customer Asks, “Where am I in this Story?”

where am i in this story?

Marketing is a promise, a promise that the story you’re going to tell is about the customer. Don’t break that promise, even if it’s only 3 seconds of their time that you’re going to waste.

Last updated: November 12, 2014 at 8:20 am

In modern brand narrative, the customer is the hero of the story

customer is the hero of the story

In this modern media landscape, brands don’t have to be the hero anymore. And there’s the good news. Being the hero is risky: it costs a lot of money and is often fraught with failure.

Last updated: November 11, 2014 at 13:22 pm

Forget Awareness: Measure How Many People Will Miss Your Brand When it’s not There

By: the great 8

The goal of social media isn’t to convert every touchpoint into a sales opportunity but to make social media a part of customer lives.

The measure of marketing success in the Brand Democracy model isn’t awareness, as it was in the era of Brand Management, but as Seth Godin points out, the extent to which “people will miss it when it’s not there”.

Last updated: November 11, 2014 at 8:23 am