So Design Management Institute hosted the Design at Scale conference this past week and I spotted some interesting tweets.
It goes well with this Businessweek article I read today on using social media for business. The advent of social technologies like Twitter and Facebook enabled (and somewhat forced) businesses to have a two-way dialogue with their customers.
Helen Walters is right that the focus is on strengthening the community around your brand instead of projecting “brand values” upon customers. This new transparency demands authentic interactions along with interesting, caring, and meaningful dialogues to sustain the brand value.
Ellen Kiss basically means: “It’s about the people!” It used to be that talking about how great your product was enough to woo people around your brand because brand value used to be more directly reflected by customer’s perceived value of the company’s product. Good product. Good brand. Now, customers are looking for more; Specifically, they are looking for meaningful experience. It shifted from the tangible to the intangible. What customers want: “How can this brand bring meaning to my life?”
Want to build brand equity? Share meaningful experiences with your community to strengthen the connection between your company and your customers, as well as your customers to each other. Give first instead of reaching for their wallets.
(And also offer impeccable products and services. Meaning and product/service go hand-in-hand.)
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