Branding Is Like Beekeeping

Branding Is Like Beekeeping
March 4, 2010 - Copyright 2010 - Heardable, Inc. - www.heardable.com

when we are online...
our instincts
guide us in an
informed way
2

we consult with people who we trust for guidance
3

we alert others when we discover things that are meaningful and useful
4

we steer clear of 'smokey'
corporate propaganda
5

a quorum in our network can cause a swarm of action
6

we exhibit behavior like bees
7

the web is funny
8

users are trying to find their way
brands are trying hard to be found
9

we need a means of navigating
...through unfamiliar territory
10

likes bees.
11

the average worker bee flies more than 560 miles during a lifetime
each of the bee's senses
is used for navigation
12

navigability
is directly proportional
to the shortest possible path
13

most animals have highly developed homing instincts
that help them navigate long distances to nests and hives
14

humans don't have an innate sense of direction like animals
we get lost easily
15

we go forward with fits &starts,
creating maps based on
memories of our journey
16

which forces us to develop a means of
navigating through unfamiliar terrain
17

we solicit help from others and use guideposts as markers
18

[influencers/guides] are of great value to brands because they have a higher propensity to propagate product information [Gladwell, 2002], based on a combination of their being particularly influential and their having more friends
19

they are the UBER info-gatherers
the foragers, scouts, communicators
20

erecting familar landmarks
on the hyperlinked highway for many to follow
21

CMO's should cultivate, nurture
& support brand influencers [evangelists]
22

because they are worth
their weight in gold[en] honey
23

brands [unlike bees] need to help
24

for brands, we must ask: what is our click-to-findability ratio?
25

We should consider content syndication to reach faraway targets
And publish well-localized content to exploit nearby opportunities
26

we must illuminate pathways
search-friendly, mobile-ready, socially-engaged
27

we should embrace the law of reciprocity [the giving web]
28

and add breadcrumbs
29

so that john q. citizen
can find us
30

via any device,
at any time
31

for brands to survive and prosper, they must master entirely new skills be effective
32

conversations
rule
33

digital communities are the medium
34

trust is essential
35

yes, beekeeking is a lot like branding
36

no bees, no honey
no work, no money
37

branding is like beekeeping
1. establish colonies [promote identity to differentiate]
2. build hives [corporations, people, strategies, campaigns]
3. control parasites [press, competitors, haters]
4. extract honey [revenue, information, influence]
5. raise & protect the queen bee [ceo]
6. sell honey [products & services]
38

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Branding Is Like Beekeeping

by Heardable, Inc.

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