So here it is: Social Brands: The Future Of Marketing.
Please do let me know what you think once you’ve had a read, and feel free to share the PDF with everyone you think might find it useful.
a collection of things worth sharing
I’m a bit late to this great talk from Simon Sinek, but it really resonated with me, so I thought I’d share it here for anyone else who might have missed it (it’s also worth watching a second time if you’ve seen it before!).
Simon’s overall premise is that people buy into compelling reasons more easily than they buy into specific functions.
His argument is very well put, and the logic is very difficult to dispute, but for some reason, marketers around the world still struggle to grasp the implications.
Brands that understand why people should care are far more likely to succeed than those who just push the what.
If you want to know more, check out Simon’s Start With Why website.
There’s been much talk recently about doing ‘awesome’ stuff.
Faris is a particularly strong exponent.
To many, it might seem hyperbolic – an excessive superlative used merely for effect.
But it’s not.
When it comes to advertising, we have two options: death or glory.
Which only leaves us with one appealing option.
Stuff that inspires people’s awe and wonder.
Sadly, a toned-down compromise that appeases a variety of different stakeholders simply isn’t going to work.
‘Good’ just isn’t good enough.
If you’re not looking at the work and thinking, “F**K yeah!”, chances are that the audience is simply going to pass it by.
In advertising terms, that’s death.
So don’t be scared of hyperbole.
Be scared of mediocrity and blandness.
Too much marketing takes a ‘one-night stand’ approach to building relationships.
The brand does all it can to get people’s attention – to seduce and woo them – only to ignore them the morning after.
But most of us already know that such an approach rarely establishes meaningful, long-term relationships.
Sooner or later, no matter how clever the tagline, or how single-minded the big idea, successful brands need to progress from courtship to a relationship.
And that requires a different approach.
It needs regular, two-way communication.
It needs compromise and understanding.
It needs trust.
And all of those require something more than a flashy new campaign every few months.
Sure, they’re a big part of courtship, but courtship is just the beginning.
Moving from lust to love requires us to show our audiences attention; not just for them to give it to us.
Let’s get serious.