In the past, the branding model was intrusive; television and radio spots intruding on consumer’s entertainment time.
While broadcast will always be one manner to brand/message to the masses. Its reach, cost and return have shifted. Smart CMOs and agencies now understand the nature of digital, its ability to create audience [Flocking]; as in birds of a feather flock together. They move to where they are feed, as a group.
Social media attracts those that seek to be part of a colony, or Flock.
Branding’s ability to affect people can also be used to produce Flocking. Some wonder how to monetize this model of branded engagement.
The answer is both simple and complex…
Branding simply needs to become non-invasive; organic to the specific audience, that makes it real, and welcomed. Those two elements reduce the need to “sell”, and increase the need to communicate!
How will your Corporation tell the brand story in a truly organic fashion that is relational to the core values of a select Flock…?
Still, and equally important…how will your brand attract many flocks?
Central to this is the brand’s ability to discover common thematic messages. Which ones are effective to critical mass America?
Thanks for the visit.
ws.