In this video I introduce the concept of 'The Connected Brand'.
It's more of a philosophy, a smarter way to market your business in today's hyper-social world.
My definition of The Connected Brand is one that:
- connects with the people who matter the most to the success of its business, or cause or issue;
- contributes to their lives in respectful and meaningful ways;
- cultivates relationships with those people who are already fans, followers, supporters and allies; and
- collaborates with other like-minded brands as a means of reaching new audiences, as well as helping it to stay fresh, relevant and vital.
How do they do this?
Connected Brands do this through content creation (and curation), by kick-starting and facilitating conversation with customers and stakeholders, and building sense of community around its brand by being empathetic and inclusive.
Then the brand can instigate call to action.
(Too often brands go for the kill straight up without going through any of the above steps- this kinda doesn't make much sense to me).
What do you think? Is this the way we should be marketing our brands in today's super-busy, information-overloaded world?
Love to hear your thoughts.
