April 18, 2013 Henriette Weber wrote:

Brand sharing: Be playful and adaptive

In today’s ferociously competitive economy, successful companies need to position themselves by offering outstanding value, conducting business all throughout the supply chain with integrity. With brand sharing they need to make a strong impression in their community with thoughtful outreach like scholarships or sponsorships to a cause that matters most to their consumers.
Increasingly, customers don’t want brands to just tickle their senses. They want to know that their brands aren’t using third world children to build their products in sweatshops, that they aren’t polluting the environment, and that the business will always stand behind the value of the product.
By all means, brands that are behaving ethically and superlatively need to let their consumers know about their good deeds.
And brands that are still in the process of testing the sharing waters should allow themselves to be more surprising in a quirky sort of way, to flirt with their consumers, to listen to the right conversations, and to cater to their wants and needs. For a brand to remain constantly relevant today, it should not be afraid to take leaps of faith, embrace risks, and abandon self-obsessions.  On the other side, if brands showed reluctance in bending to the constantly changing rules of the game, they could easily become as irrelevant as yesterday’s news.
The dominance of social media has taken the power to define a brand away from the companies onto the surroundings and the peers. To counteract this, a brand must be flexible enough in sharing their attributes while never losing sight of the core values which formed the company in the first place.  Without this moral anchor, a brand becomes a wayward ship without direction – a jack-of-all-trades – changing course at the slightest whiff of the wind – losing its identity in the process.
This new sharing approach, however, can be a redeeming factor for brands, most especially those “traditional” companies that are not natives to the web. It can be liberating for business leaders, brand managers and the consuming public. Initial results of this fresh involvement are quite promising as it tends to generate an atmosphere of more fun, delightful and rewarding consumer experience, and it is at the center of a recent wave of loose branding executions whose core elements remain the same. While marketers are yet to explore the full potential of this new technique, an evident sample case is pointing the way.
Oreo has been on our radar ever since this enterprising brand scored an advertising touchdown in Super Bowl 2013. It turned out that that brilliant ad coup wasn’t just a blip in the marketing radar but a result of conscious and painstaking efforts of rebranding on social media.

We found out that Oreo had launched a Daily Twist campaign for its 100th year anniversary last year by posting 100 daily images on its social channels of an Oreo cookie modified to honor an event.  This playful campaign remained true to the long-established brand image of a happy snack both for children and adults while resoundingly adapting to the fleeting social whims that bother most brands dipping in the almost anarchical virtual marketplace.
Well, the core idea here is a marketplace that, on the surface, is seemingly anarchic. This brings us to the main point of emphasis – just beneath the turbulent surface, an underlying layer of calm, order and harmony exists – if only brands exert enough effort to find it.
The winning marketing formula has always been and always will be to look beyond your core users and spread the love out to capture new customers. Although maintaining the current consumer base is extremely important, it is also equally important for your business to progress and generate new clients. New consumers mean new business, and even more consumer loyalty.
That said, the key to the growth of your brand is visibility which may be difficult to achieve if your company is not effectively sharing your brand to current and potential consumers.
Brand sharing is easy. Ask yourself what would make you compel to buy your brand and start from there. Then, tore down those impeding walls for a minute and, play around creative ideas that can make your brand instantly relevant to your pursued clients.

 

 

 

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