allaboutadvocacy.com

Go on - pick a fight!

I’ve run a number of workshops recently with the lofty ambition of turning strong brands into iconic brands. I start by getting the assembled team to give examples of iconic brands and describe their characteristics. The usual suspects normally appear - Dove, Apple etc. What’s always most interesting is when we uncover the building blocks of these icons. When we uncover that each is addressing some angst that exists in it’s market - fighting for those who think different, appreciate real beauty etc.
As we move further into the new conversational age, every brand is going to have to extend beyond functional differentiation and traditional “push” communications. All brands are going to have to pull like-minded customers to them, create a conversation and unlock their most effective sales-force - their customers. Every brand in the future will have to pick a fight!