‘You have everything you need to build something far bigger than yourself.’ –Seth Godin
Today, any brand has a potential army of credible, unpaid spokespeople that are willing to work on its behalf. And this army is the exact same group of people who are willing to work against it.
This is the new world of what I call the “post-positioning era” of branding. In the post-positioning era of branding, what you say about your product or service matters almost nothing at all, and what I, the consumer, can do with it matters completely.
The new conditions of brand success:
1. Deliver a kick-ass product.
2. Be honest.
Our ability as advertisers to contrive and disseminate an emotional response through advertising is diminishing rapidly. And brand exposure is not the same as brand experience. A single one-star review on Yelp trumps 60 seconds of Super Bowl airtime.
{ Jamie Monberg/Fast Company | Continue reading | Related: poster }
