“Brands that will win will be those whose consumers tell the best stories to each other rather than brands that tell the best story to their consumer.” (Sarah Fay, president of Isobar U.S)
This is a quote from an Advertising Age article I’ve just discovered. It attracted my attention from two perspectives: a) user generated content & blogs and b) (successful) design.
My comment to a): Again a quote from the article above: “Blogging (edited) (Marketing), …, is like going to a very sophisticated dinner party. You come in, introduce yourself or are introduced. You sit, listen and figure out who’s at the table … and you ease your way into it. You don’t have to get to the finish line day one.”
My comment to b): Think in the category of ‘options’ rather than ‘features’ offered by your ‘design solutions’. Or to frame it according to the notion above: Let your ‘design’ (let it be service or product) offer a corridor of experience (which you can’t sometimes even anticipate while working on the concept) instead of “get(ting) to the finish line day one.” Some call this “Customization” I would call this “Experience Design”. What’s your perspective?
David Carlson Says:
February 8th, 2007 at 21:40Visit David Carlson
Ralf, I like the quote from Sarah Fay a lot. I don’t believe the stories told by brands any longer, I doubt that you do it or anyone in among your friends. Today a brand has to deserve being loved. And they could only turn into a lovemark by acting fair and nicely, as you would act towards a friend (or actually how you should act towards all people…).
Ralf Beuker Says:
February 9th, 2007 at 10:06Visit Ralf Beuker
Hi David,
thanks for leaving your comment here. Highly appreciated! I fully agree with your remark, but it’s amazing and frustrating to see (and experience) how many companies do not get it yet ;-(
However I think there’s a chance for brands when they engage into the blogosphere as this requires them to re-think their values as well as their degree to be “open” and if they can stand the (community) test. That’s at least one of my recent experiences when consulting (design) businesses with setting up their corporate (internal/external) blogs.
All the best for your endeavors as well!
Cheers, Ralf.
Michael Wagner Says:
February 12th, 2007 at 18:17Visit Michael Wagner
Great quote…great reflection.
When you say, “You don’t have to get to the finish line day one.” I agree and this is reasonable.
But the marketplace (or should I say American style capitalism) seems to be irrational about “when” a brand gets to the finish line.
When a brand’s ultimate legal owner is an anonymous investor or stockholder, the push is on to make marketing the brand a sprint and not a marathon.
You have me thinking…you always do.
Thanks.
Keep creating,
Mike