If you are controlling your brand, you are already behind.
In today’s shared economy, people create and share content faster and more authentically than companies.So, why don’t most of us allow our customers to own and tell our stories? Why don’t we let go of our brands?
Is it the risk? As marketers, we are control freaks:We want to protect our brand. In the name of consistency, we try to control every touch point from defining the message to dictating timing and channels. It’s like being in a one-way relationship with a control freak. “Human”? Maybe. Desirable? No.
While this approach may have had its merits, it is not in tune with today’s reality.People care about people, not products or features.They don’t want to be told a story; they want a story to tell, and they want to tell it on their own terms.
If you look at the brands (e.g., Coke, Heineken, Patagonia, McDonalds, Lego, Red Bull, BuzzFeed…) that are thriving in this new reality, they share a common trait: they are live br…
In today’s shared economy, people create and share content faster and more authentically than companies.So, why don’t most of us allow our customers to own and tell our stories? Why don’t we let go of our brands?
Is it the risk? As marketers, we are control freaks:We want to protect our brand. In the name of consistency, we try to control every touch point from defining the message to dictating timing and channels. It’s like being in a one-way relationship with a control freak. “Human”? Maybe. Desirable? No.
While this approach may have had its merits, it is not in tune with today’s reality.People care about people, not products or features.They don’t want to be told a story; they want a story to tell, and they want to tell it on their own terms.
If you look at the brands (e.g., Coke, Heineken, Patagonia, McDonalds, Lego, Red Bull, BuzzFeed…) that are thriving in this new reality, they share a common trait: they are live br…