Here are some sneak leeks from my upcoming book on the subject.

The Rise of Brand Democracy

The Rise of Brand Democracy

I’ve shared with you a snippet on the comparison between Brand Bureaucracy and Brand Democracy, enjoy!

Brand Bureaucracy

 Brand Democracy
What is our role? Brand Managers Brand Custodians
What are our tools? Advertising Permission Assets
How do we win attention? Buy Attention
(Paid Media)		 Earn Attention
(Earned Media)
Marketing tactics Mass Marketing Fanspotting
(Beachheads)
Marketing metaphor Getting Elected Nurturing Love
Role of planners? Spend marketing budget Invest marketing budget
How do we develop product? Product Management Youthsourcing
What is the role of storytelling? Telling the Brand Story Helping Customers tell Their Story
Best marketing source? Marketing department Customers
Approach Marketing to Marketing with
Customers are…? Destinations for our marketing messages Partners in its production
How do we source insights? Focus Groups
(Market data)		 The Field

(Intuition & experience)
Measure of brand strength? Reach Influence
Strategic change comes from who? CEO Internal agents of change

This is not about choices in media but choices in mindset. The Medium is no longer the message – despite what your creative agency tells you.

Brand Bureaucracy is as evident on Twitter and Four Square as it is on the traditional mediums of Advertising Agencies.

This is no longer letting your agency decided how you tell the story but deciding who is going to tell it – the agency or the customer?

Which do you believe in?