I put Walt Disney on top of this blog because he understood, more than anyone, that the customers were the kings and queens and that his cast members were there to serve them. Brands, many brands, seem to have gotten far from this thinking.
It seems that most companies believe in the standard form of branding, meaning telling a brand story and believing consumers will adapt it. Consumers will follow the brand because the brand has positioned itself as being a part of the momentum, the cool, the lifestyle. Huh, uh. Frankly, it has never really been that way.
It is the other way around. Brands are adopted by consumers, and only if consumers like the product, what the brand stands for, and that it FITS INTO THEIR LIFESTYLE.
As Channel Signal collects more and more consumer feedback for companies, it is becoming apparent that it is all about consumers and their lives. It has very little to do with brands, even the powerful brands.
The best that brands can do? Build great product. Create events that consumers participate in. Be known for doing good deeds. Do business responsibly. And then hope that the brand is adopted into a consumer storyline.
The storylines are in every tweet, blog, consumer review, pinterest post…everything.
. A brand is powerful when it is a role player. Egoless. Humble. Only there to help
Their products are role players. Grassroots events are role players. Athletes are role players. Advertising should be built around the real stars.
Consumers are the kings and queens…now, more than ever.
And they will choose who is and isn’t a part of their lives.
Brands would do well to stop trying to sell into a consumer’s life, stop telling them what they should be and begin to understand what they are.
And then build product to satisfy that need.
Because in the end, doesn’t a great salesman, work to learn the true needs and wants of a prospect?