Ben Edwards, of IBM points out that customers control the corporate identity. They celebrate a brand, but they also:- Mock,
- Mashup, and
- Do Strange and Unnatural Acts (think Coke/Mentos)
and there is not much a corporation can do to stop it.
What corporations can do is change marketing methods, change how customer interaction occurs. In fact, INTERACT with customers. Don't just tell them (present to them, talk at them), discuss with them. Since the brand is out of corporate control, executives need to try and influence and engage the people who are creating your brand. Ben's agenda for engagement includes:
- Don't segment customers
- Let employees tell their stories
- Listen to customers, suppliers stakeholders and employees
- Engage with anyone who has an interest in your brand
I also thought this was a great session. I think many companies are very slow to catch on to the point that they can only influence people because they are fearful of letting go of control (funny that they don't have control right now anyway-but think they do)
Posted by: Drew Meyers | October 28, 2006 11:12 AM | Permalink to Comment