Is your brand powered by people?
 

Is your brand powered by people?

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This is an expanded version of the presentation given at the #Brandconf on 12/1/2010 in NYC

This is an expanded version of the presentation given at the #Brandconf on 12/1/2010 in NYC

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Is your brand powered by people? Is your brand powered by people? Presentation Transcript

  • Humanizing your brand starts with your employees… or…Is Your Brand Powered By People? Francois Gossieaux @fgossieaux
  • in the beginning… your brand was controlled by ads (=YOU)
  • Then we found we could get our information from our tribes… …based on Reciprocity and Fairness
  • So we no longer had to listen to companies (=YOU)
  • ..and instead could rely on friends andcolleagues…people who want to help us and warn us…
  • Of course…
  • So how do youregain some controlof your brand??
  • 1) Fix the great divide between marketing& customer support – your brand is only as good as your last transaction…
  • …and get a seat at those tables where recommendations are being made
  • Find your internal and external tribes and letthem help one another
  • 3) Establish trust as the new businesscurrency…how else canyou expect customers to trust you?
  • 4) Ditch the rule-book,replace it by values, and live your values!
  • “To the extent that we can be‘human’ we will be fostering a deeper level of trust with consumers” – Barry Judge, CMO Best Buy
  • http://www.facebook.com/hypersocialorgFrancois Gossieaux@fgossieauxw. http://www.human1.come. francois@human1.comb. http://www.emergencemarketing.comc. http://www.marketingtwo.com