American Philosopher Daniel Dennett once said that “the secret of happiness is to find something more important than you are and dedicate your life to it”.
Is there such a thing as a “happy” brand? I don’t mean that in this “teletubbie” sense of the word, but rather in the sense of showing integrity and a quiet sense of confidence and authenticity. If there is such a thing, those making up that brand must have found something more important than themselves to dedicate their life to. What fuels this self-forgetfulness on a grand scale? What are the implications for social media strategies? Is your brand miserable? Needs a shrink?
Characteristics that we find attractive in people also applies to brands.
“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.
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: