Honestly, sentences like the world
has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control make me puke inmy mouth a bit.While it is really really simple.
People out-converse brands, soyou better
start create stuff thatis conversation-worthy.Product development, R&D, customerservice and company culture overtakeadvertising as the most important wayof communicating with customers.
This is a radical change
and asksfor radical changes in the waybrands and organizationscommunicate.It is about acts, not ads.It is about creating stuff worth sharing.
Think stories, not technology. Stories
stick.Wouldn’t it be awesome to cut out all advertising and replace it by art? That isexactly what Timessquare to Artsquare is about. More at http://ts2as.org
Use your customers to help
you make the difference.Ben & Jerry’s uses an online platform with brand fans to co-create their marketingplans. 50% of consumers wants to co-create. More at http://polle.me/ISC-BJPhoto by jason.dsilva