It’s flattering to be the conversation.
“Don’t give the audience what they want, give them what YOU want. I feel that we are all the same and to give an audience what they want, is quite condescending. I don’t want to condescend people, I treat them like my friends, and I guess that is a shocking way to behave in this world for some people. I don’t go: ” – I’ll give people what I don’t believe in, just to amuse them.”
It’s intriguing to consider the implications this has for digital marketing strategies.
In this article from econsultancy:
“Just 15% of consumers believe it pays to be loyal to brands”
Since when is loyalty supposed to pay? And if it is, is that the kind of loyalty brands want? The whole idea about true loyalty is that it doesn’t pay right? Relating to the idea of “lovemarks” as defined by Kevin Roberts where consumers are “loyal beyond reason”, suggests that there’s both reasonable and unreasonable loyalty. I guess in the latter one thinks something is the right thing to do, while the former one merely feels it is. In this line of argument, can “loyalty beyond reason” be seen as supporting something you believe in, rather than for what is in it for yourself?
I guess what I want to get to in this post is that sometimes we are loyal because it is the right thing to do. That’s payment enough.
Want to get 1 million likes on your facebook-page compared to 400.000?
The secret, (just as i life) ask for people’s attention ONLY if you have something to give, not take. Be silent if you have nothing to say. Or how Appliances Online put it “If we don’t have good content we don’t bother our fans.” Compared to Cadbury‘s more traditional “please-listen-to-this-advertising” approach.
Guess who has the most fans? Read all about a “give”-strategy in social media here:
“Let me tell you what all viral videos have in common so that you can design your own“.
I love these things, however I’m skeptical when it comes to formulaic (produced in accordance with a mechanically followed rule) approaches to the creative process. They often make very much sense in hindsight, AFTER you’ve innovated, but are of little use to point the way forward, spur your imagination and make you get ideas. Maybe Einstein was right when he said “Innovation is not the product of logical thought, even though the final product is tied to a logical structure” 🙂