Transform Brands From Advertiser To Facilitator
Up there, high in the clouds, is a stately tower made of ivory. And from this stately tower brands are looking down on people who look like little ants, working their rounds and living their life. At first the ants would look up anxious and inquisitively to see if the brand had come up with something new to improve their lives. Or they would wait until leaflets would swirl down from the ivory tower telling them what to buy.
Sometimes some of the ants had the incredible honor to come up in to the tower and share their ideas with the brands. Or the brands would send scouts down into the swarming mass of ants to see what kept them busy and what they were talking about.
But as the years progressed and technology offered the ants more and more possibilities to communicate with each other, they started paying less and less attention to the brands in de ivory tower. They no longer paid attention to the leaflets falling from the sky and started to get their information through their new channels.
So after a while the brand started to come down from their ivory tower to see what was going on and why the ants were no longer paying attention to them. Wandering around between the ants they noticed they were ignored and the ants no longer accepted their leaflets. But then the brand saw the ants had a new way of communicating, not only with the ants close to them but also with ants on the other side of the forest. The brands saw their chance, transformed their leaflets and posted them within the new channel.
While resting in their ivory tower, satisfied with their achievement the brands noticed their effort had a short life span. And shortly after they were being ignored again.
On their next mission into the scary world of ants the brands felt ignored, the ants were no longer paying attention to them. In their search for a new way to grab the ants attention they discovered they needed to blend in, blend in to the society they had been looking upon from their tower. They had to listen what the ants wanted and facilitate them in their (newfound) needs.
And the brands started listening to what the ants wanted and started facilitating them with entertainment, with services, with games, with information and all other ways to grab the attention of the ants. And the ants started to interact with the brand and accepted them again in their society.
So to cut a long story short, brands should step down from their ivory towers and transform themselves from advertisers to facilitators.
Follow Category?Social Media |
Follow Author?Wicher Le Poole |
4 more
Follow Tags?advertiserbrandbrand butlersfacilitator |
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