I began a speech with this statement in 2001, and it's never been more true. In the age of social media, the term "media blitzed" is on steroids. Anyone who drinks through the fire hose of Twitter's general feed, without managing their Lists, knows the feeling.
We're bombarded with sexy, magnetic headlines like: "Branding in the Age of Social Media!" Only to find the well-intended article filled with data on the growth of social platforms, usage trends, and the prospect of millennial expectations approaching like a tsunami--which, of course, is to ignore the present.
I was approached recently by an exec who wanted to discuss launching an assessment of "mobile strategy." As if the platform was the issue -- or the solution. I stood there thinking I was speaking with Fred Flintstone.
You assessing mobile? You Stone Age.
60% of U.S. internet usage is via a mobile device
87% of internet users have a smartphone in hand
During 2015 holiday, mobile and desktop purchases were neck and neck
Forget mobile first. Think mobile only. Then, get to the real issue
Branding in the Age of Social Media
I recently found a photo of that speech I gave in 2001. Emblazoned on my chest is the word "Caring." I was using the word to illustrate the importance of genuine human caring to building a genuine powerhouse brand.
Caring -- follows empathy. In other words, forget the platforms (mobile, social, digital). Those are a given.
The question is not what platforms -- but how we engage those platforms to engage our audience.
The Role of Empathy and Caring
Not long after that speech on "caring," and the importance of empathy in building a brand, we produced a 30 second television spot with Jane Lynch--designed to illustrate that "we hear you!" We get it! We're part of your tribe. Empathy's Role in Building A Brand is reflected in this 30 seconds of empathetic truth.
We then proceeded to buy out every seat on Broadway for New York's teachers -- and to throw a giant celebration for those teachers in Times Square. The brand, which was new to the New York market, became #2 in ad awareness within 90 days -- up against brands that had been in the market for more than a century.
The brand was: Washington Mutual Bank. And the tagline was "More Human Interest!" We were way ahead of our time.
I resigned in 2005, after 10 years leadership, and the tagline was changed to "The Power of Yes!" And, several years later, Washington Mutual yes'd itself into oblivion, becoming the largest bank failure in U.S. history. In my opinion, human empathy was replaced with corporate greed.
And now, empathy -- as a foundation for the brand -- is back. In full force.
The trick to building a social brand: human empathy.There's a magnificent article in the Harvard Business Review titled "Building A Brand in the Age of Social Media," written by Douglas Holt. And it contains this magnificent piece of counsel:
Find Your Super-Engaged Community and Champion Their Cause!The World Champion U.S. Women's Soccer team did it when they took on the gender pay gap.
"Branded Content" isn't working because branded content is, generally, a giant "me" sandwich.
The platforms have changed dramatically -- but human nature has not. And, as Bryan Kramer says: there is no B2C or B2B, only H2H: Human to Human.
On social media -- in mobile -- via carrier pigeons, we need to re-discover the power of finding our super-engaged communities, and becoming a champion for their cause.
The power of caring -- has never been more powerful.
Do you agree?
Brad Davis, Published on
https://www.linkedin.com/pulse/branding-age-social-media-power-caring-brad-davis
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