I admit it. I am a demanding consumer. But, aren't we all? We want everything better, faster, easier, and more personalized than ever before. We want to feel like we're important to the companies we do business with. But why is it that despite every marketing milestone and breakthrough many web experiences often fail to meet our expectations?

Blame company structure or budget or legacy systems or leadership or the weather. But the more you excuse it, the worse it gets.

I've made a career out of studying, advocating for, and creating customer experiences and sharing them with clients, in columns, speeches, a book, and now this blog.

So, forget the excuses. Here you'll find a consumer perspective on what works, what doesn't, who's getting it right, and who's still in the dark.

Straight-forward. Unfiltered. Customer fanaticism.




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October 02, 2007

Brands Need to Think B-to-We as i-citizens Enter the Marketing Love Triangle

While it'll be a handful of months before The Open Brand comes out, some of the key ideas are available now. Matter of fact, today's AdAge enewsletter featured a piece I wrote about how brands need to connect not just with consumers, but with consumers' communities in order to be culturally relevant. (Note: if you happened to get the newsletter, it's just below the article about Sir Martin of WPP.) It's about the triangulation of communication that's required between the brand, the consumer and communities. It's about finding the intersection of shared passion. We call this new relationship model The Love Triangle. The article also talks about how some brands are starting to get it right, like PINK. Check it out and feel free to post your feedback, your ideas at our wiki.

October 2, 2007 in Insights, O.P.E.N., Recommendations, Resource Research | Permalink | Bookmark

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Comments

Kelly

It's not that I disagree with you, but I'm wondering what you mean my 'communities'?

I keep on reading 'engage the community' or 'engage YOUR community' and I'm thinking that term is often overused. A brand's customers don't equal a community. A community has to be created, nutured. Like you point out with Pink.

But most of the time, communities don't form. Disparate readers of blogs are just that...Readers of blogs...unless they get involved in the blog (or other types of social media) to essentially share info and work together in some capacity.

The reason I say this is that it takes a lot for a company to engender a feeling of 'community' from its customers for its brands.

Posted by: Jonathan Trenn | Oct 9, 2007 5:26:15 PM

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