Nice piece on the Adidas campaign (thanks for sharing, Dan Ball) draws attention to the need for brands to shift from talking up their products to talking with their customers about the things that matter to them. In this case Adidas puts Luis Suarez out-front and uses the occasion to start a discussion on people’s reactions to those who are successful with the hashtag #therewillbehaters. As Adidas’ director of global brand strategy, Stefanie Knoren points out, “If you put up [this] hashtag … it is not just enough to talk about new boots. People are expecting a conversation around that with you.” A wider brand discussion Increasingly, brands are placing their products and its values and beliefs in the context of a wider discussion. The danger? That the issue overwhelms the product and consumers are more interested in that than what you are trying to ship. Or they’re not interested and give the messages and the product the cold shoulder. The opportunity? To reflect an ethos that people are drawn to, that lifts their esteem …
The “Ice Bucket Challenge”, the viral awareness campaign to raise money for ALS, has swept the world in the past month or so, raising over $100 million for a cause that was previously under-profiled, and flooding social media, so to speak, with videos of people from all walks of life pouring ice-cold water over themselves.
I’m dismayed by how frequently the conversation around content seems to devolve to quantity and tactics. That’s hardly surprising in some ways because of course the two are quickly linked. When everyone’s using the same tactics, quantity starts to look like the only differentiator.
“Everybody’s talking at me. I don’t hear a word they’re saying,” observed Harry Nilsson in 1969. 45 years on, it seems a lot of people are still not listening – but brands should be. New findings from Gallup suggest marketers may be pinning the wrong hopes on social media.
Making people more interested in your brand is one challenge. Making them more loyal is quite another.
Chris Anderson once observed that every abundance creates a new scarcity – and vice versa. So if digital is the abundance, what’s the new scarcity? I think it’s analogue – and by that I mean the things that are hard to reproduce and share quickly.
It’s tempting to believe that our brand story is ours. It’s not of course. Today, it’s owned by everyone – in the sense that virtually anyone, anywhere can input. And that means you’re not the only one telling that story anymore. Once customers simply provided validation that your story was true. Now they are part of the narrative, because their experience of your brand can so quickly become everyone else’s opinion of your brand, or at least part of it.