Humans are born storytellers. It's in our DNA. There's something about a good story well told that is irresistible. Today, the power of storytelling has taken on new value for business, because social media has empowered the sharing and spreading of good stories. While that insight might not be new, how to do it well still eludes many brands. The key difference between … [Read more...]
Values-based marketing: a 2017 trend to watch
So much of what is going on politically in the US and beyond is at its core, based on values. On one side are values wishing to restore prosperity through nationalism and "America first" attitudes which have come with a dearth of clarity on measures and actions on how people will be treated to execute that plan. On the other side are values of compassion, diversity and … [Read more...]
Social proof and your media
Social proof is "informational influence." It’s what the internet says about you when you're not around to speak for yourself. Social proof is something I found myself referencing numerous times this week. Once was in discussion with my web blog designer, working through a redesign of my site, on the importance of having media logos and designations prominently placed. … [Read more...]
Reputation is currency in the new trust economy
In a world where your brand is less what you say and more the collective shared interactions of those who have experienced it, you have to build trust. Trust is a commodity of value. Consumers not only want trust from their brands, but very quickly in our transparent online world, our own personas are being measured for trust. In her famous Collaborative Consumption TED … [Read more...]
Get real. Great brands have personality.
Have you ever been told to "get real?" According to the urban dictionary, "When someone tells you to get real, they want you to get a reality check and to stop behaving as though you’re living in a fantasy world." Envision for a moment "get real" rolling off the lips of a surely teen just told to clean the bathroom and retrieve a month's supply of spoons and bowls currently … [Read more...]
