Recently, Asa Baily posted this question on the Adrants board:
Do consumers now define brands, not marketers - with the arrival of the consumer created ad and the blog and the failing efectivness of trad ads, is the future of a brand in the hands of the consumer and if so how do we guide it when people are more and more switched off to trad advertising- I say guide as I think control is impossible given that media has fallen into the hands of the consumer - I think the brand that will flourish in the next 10 years will be the one that can guide consumer opinion to uphold and promote a positive brand image over and above the opposite negative one.
And, yes, hypergarrulous as I am, here was my response:
I think that the challenge with viral advertising is that it's frequently seen as the end product. Something that can be created on purpose and directed by the brand. The problem is, that's not what viral and/or word of mouth are really all about. Sure, you can create something that people will pass along, but that's not necessarily creating a conversation about your product. It's creating a conversation about the ad. There's a big difference between the two.The brand that will flourish in the next 10 years is one that creates a meaningful brand experience across ALL of its touch points. It shouldn't be about guiding consumer opinion and promoting a positive brand image. It should be about creating an actual product, service or experience that the consumer really wants and desires. Not throwing something together to catch a fad or ride a short wave. And, yes, advertising still works. A few weeks back, I needed a new car battery. Of course I bought a Die Hard, is there another battery? But, I eat Ragu because that's the spaghetti sauce I grew up with. Advertising and experience both play huge roles in our decision-making process.
But, they only work when they are authentic, relevant, and compelling. Authentic to who the brand is; relevant to the audience and, well, you all know what compelling is!
You can certainly use all of the advertising tools that exist today to create great buzz. Hell, just look at how much attention the Volkswagen brand got because of the Lee and Dan ad? That was an excellent viral program, even without Volkswagen being involved. But, do we really believe it drove people to the dealership (yes, pun intended)?
What companies really need to do is completely align their brand experience so that it tells one consistent story and, most importantly, delivers it well. Forget trying to harness the power of the latest fad (be it, viral marketing, branded entertainment, advergaming, etc.) and create a great story WITH the product, not around the product. That's how you create a sustainable brand and a sustainable business.
Here's something from a new book I've been reading called Brand Hijack:
Buzz is authentic opinion from consumers. According to David Lewis, 'It is the infectious chatter that spreads from consumer to consumer about something of genuine interest to them.' Because it is genuine, buzz is trusted.'Companies will become story owners rather than product owners.' Rolf Jensen, The Dream Society.
We agree, it all comes down to great storytelling. As we say, there are three components of a great story:
* People want to hear it.
* People want to tell it.
* People want to participate in it.Tell a great story (and, of course, back it up by actually delivering with the product/service) and you'll have a great brand.
Companies looking to be around for the long run should be looking to tell great stories all the time, not create a fake story just for the buzz! Hopefully, more companies will learn that lesson!
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