Imperative 3: Let Go, Customers Control Your Brand

“Technically, companies never have had control of their brands. What they had was power--power of the purse to dominate the conversation through expensive advertising and public relations campaigns. Customers, prospects and employees used to be limited to hand-to-hand conversations about the brands that did them good or ill; today they have the ability to summon armies of allies to support or condemn a brand. Corporations can no longer rely on sheer force to accomplish their objectives--in fact, that force can ricochet against them if they make a tactical mistake. Now more than ever, they must win--and retain--the hearts and minds of the people. That's as it should be.”
Steve McKee, President, McKEE WALLWORK CLEVELAND

As marketers, we must realize that consumers are able to exert control over our brand. The challenge is to let go and embrace new channels, value increased exposure, and harness social media’s potential –while recognizing that the messages we create and release will be interpreted and commented on in ways that we cannot control.

Does that mean marketers should simply concede control and not respond? Absolutely not!

How companies choose to engage can make or break their public image.

To learn more, download the Imperative 3 white paper now.

We'd also love to hear your stories below:

Look forward reading it.: Posted by: Jurgen (Visit ) on 09/21/2010
Thank you Karen. You provide excellent, real-world marketing insights. Looking forward to hearing more from you!: Posted by: Joel Reuter (Visit ) on 09/10/2010
Where has marketing been all these years??? Relationships with customers and prospects has ALWAYS been the imperative. Listening and leading with customer oriented responses has ALWAYS been the way forward and in tight partnership with Sales (previously a dirty word). As a 25 year marketing veteran who has been preaching relationships as the key to success, I'm pleased to see the messages finally making it into mainstream Marketing and the technology to support truly integraed, ROI oriented, response-led marketing is a god-send. Viva la revolution!: Posted by: Karen Bradshaw on 08/17/2010

Imperatives of the Marketing Revolution

Imperatives

Recent Blog Posts

Imperative 3: Let Go, Customers Control Your Brand