THEME #5 of Post Series on Humanizing Brand Storytelling
A brand’s story is comprised of many elements, phases, and characters. One of the most important being the leadership story of a brand. The rise of social networks has played an important role in bringing the stories of great brands, and the leaders behind these great brands, to life. Social networks have democratized communication between business and people, as well as the conversation regarding leadership. Through social networks, anyone can connect to the inspiring words and shared wisdom of leaders everywhere. Conversely, leaders themselves have access to unlimited sources of inspiration to fuel their vision. Social networks have also redefined how we perceive leaders – and in the process, elevated our expectations. Today, it takes far more than the respect for a title, or recognition of authority, to earn the support and trust of followers. People look for reasons TO BELIEVE in the vision of one potential leader over that of another. When these reasons are grounded in humanizing leadership traits that transcend policy or promise – people can then connect emotionally to a bigger, and unify ideal and story.
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March 15th, 2014 · TedRubin
The terms “Business to Business” (B2B) and “Business to Consumer” (B2C) are outdated. These terms imply your business is doing something to a customer. That may be how business was conducted decades ago, but it’s always been better – and is now necessary – to conduct business with your customer. Business to a customer is a transaction. Business with a customer is a relationship.Whether your customer is a business or a consumer, they prefer a relationship over a transaction. [Read more →]
Tags:#RonR·B2B·relationships·return on relationship·Ted Rubin
March 8th, 2014 · TedRubin
I sent something out on Instagram recently—a photo collage of the smiling faces of friends—with the following comment: “Smile at your customers, Smile at your employees, Smile at your vendors, Smile at your family and friends, Smile at strangers. SMILE… the ROI will amaze you!” It got over 30 likes almost immediately. I sent the same message (and photo) out on Facebook, with even more engagement.
People commented how good it made them feel, and some said they were taking the message to heart and spreading the word. People want to be happy! And when you send them a photo with a smiling face, it generates warm feelings and a wish to keep feeling happy. [Read more →]
Tags:@tedrubin·engagement·return on relationship·smile
Back in January of this year I wrote a piece which spoke to the need for every marketer to remember a certain nine-letter word: Relevance. And while I firmly stand by what I penned then I am here to tell not just every marketer, but every advertiser and brand under the sun as well that there’s a five-letter word that must be treated like gold for when it is achieved, wondrous things can occur.
The word is trust.
Now the word “trust” in it of itself has many different connotations and in the context of advertising, marketing and branding it comes in different shapes, size and meanings, too. [Read more →]
Tags:Brand·brand managers·brand marketers·responsys·steve olenski
Note: While this article is written directly toward CMOs, make no mistake about it, CEOs should heed this advice, too.
The time has come. The time to remind the leaders of marketing departments across the land that they are also consumers, too and as such they need to care about consumers and the business they bring to the bottom line; and that they need to care about things that go way beyond a marketing plan.
In other words they need to remember they are people, too, just like the person on the other end of that cash register, email, Facebook post, advertisement and on and on and on. [Read more →]
Tags:Chief marketing officers·CMO·patrick adams·responsys·steve olenski
THEME #4 FROM 7 PART POST SERIES EXPLORING THE EVOLUTION OF BRAND STORIES & THEMES
The arts are one of the few industries that exist today where exclusive control may result in a stronger creation. Think of musicians who have succeeded without a record label, or independent films powered by open social interest. In business, the opposite is happening. Greater innovations are being created through shared IP and collaborative strategic partnerships. This open approach to business development is counter to traditional beliefs that IP if closed/proprietary, or so unique that it is incompatible with competition – would be of greater value to the market. The business culture and leadership vision, whether closed or open, is evident in a brand. Brands born out of a culture that is closed and control-minded, usually show limited interest in engaging with people and pursuing new collaborative partnerships. In contrast, brands born out of an open, social, and collaborative business culture, are usually the brands that are most enduring, share-worthy, and human.