Conversation #5 - Marketers may feel they’ve lost control of their brands, but they never had it to begin with!

Over the last few years we have heard many stories of marketers losing control of their brand. Whilst it’s quite true that consumers now have more ways to discuss, support or potentially damage brands, peoples’ views and adoption of brands, products, propositions and services have always been powerfully influenced by word of mouth and recommendation.

Now customers have more control and influence, but this does not mean marketers should give up and go home! The skill is to know what you can control/initiate, what you can influence and how to do this.

The core principles at the heart of the marketer’s job are in many ways the same as they were before new technology and digital channels gave rise to a more empowered customer:

1. Anticipate and envision future possibilities and create brands, products, propositions and services that people are genuinely excited by and interested in.

2. Then engage customers appropriately in your offer – appropriately being the critical word. Take T-Mobile – they started the Dance campaign, inspiring consumers who then followed.

We challenge marketers to focus building a clear vision of the future first, and avoid getting overwhelmed by the plethora of new engagement/involvement channels unless they are directly relevant to your brand’s strategic vision and to your customers.

Let us know what you think. Submit your response here and we’ll post asap.