THE FUNDAMENTALS OF MARKETING HAVE CHANGED YET MOST OF OUR INDUSTRY HAS STAYED THE SAME
For three generations, marketing, advertising and brand-building functioned in the Broadcast Era, an era in which brand voices completely dominated the consumer’s point of view.
Around 2008, technologies associated with social media allowed consumers to match – if not exceed – the brand’s share of voice. This marked the transition to what we call the Social Era.
Nothing indicates that brands will take back control – if anything, the consumer’s voice will increase. At least for the foreseeable future – the Social Era is an undeniable reality.
IN THE SOCIAL ERA, “BRAND” ISN’T JUST WHAT YOU SAY IT IS…
Brands result from what you say and what you do… also what consumers say and do.
The best brands are integrated into our cultures and communities; they don’t tell us what we should want, they unlock the things we already desire.
Brands aren’t pyramids, impressions, or likers; they are organic, inter-connected systems.
This is a new idea and very few brands are built this way… we are here to help.