Take a look at what lies behind the success of this billion dollar brand
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.
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.
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”.
Brand Democracy means joining the dots, connecting the many to the many. Rather than identify individual needs, we need to be thinking how we can connect them to each other. How can we make our products more shareable and how can we make them better tools to connect through their stories?
For more than 50 years, we’ve become accustomed to media telling the story for us. When brands step back and gives us a platform to tell our own story, we are naturally suspicious; we wonder what to do, we look to others for answers. That’s why Brand Democracy isn’t going to happen overnight.
What can Kirk & Spocks love affair teach us about branding today? Sound bizarre? Well, wait to you take a peak under the hood of the glorious world of Fanfic and learn how brands should be engage fans.
It’s an apparent anomaly of our digital age that the (now) biggest toy brand in the world is most famous for selling analog bricks. By contrast to Playstations and iPhones they are clumsy, almost a throwback to a cruder era of play. But to the real Fans like Finch, they are tools to help tell their story: that means they are part of their identity and key to fulfilling their social needs.
The shift from Brand Management to Brand Democracy, today, means putting those inner heroes on that platform and giving the storytellers all the tools they need to keep that conversation going.
Brand Democracy is a radical change in how customers interact with brands and how customers interact with and influence each other. We are starting to see that same flowering of possibility. Customers are starting to sense anything is possible and their opinions count.