I am obsessed with a book by Marc Gobe called Emotional Branding. It was written in early 2002 and is (in my opinion) a staple to understanding the concepts of emotional branding and marketing. He has a section in the introduction of the book (pg. xxviii) called The Ten Commandments of Emotional Branding. I was reading through the ten steps and realized they fit perfectly with understanding the model of social media and how to use it to better communicate with your clients and potential clients.
The Ten Commandments to Understanding Social Media
1. From Consumers to People.
2. From Product to Experience.
3. From Honesty to Trust
4. From Quality to Preference
5. From Notoriety to Aspiration
6. From Identity to Personality
7. From Function to Feel
8. From Ubiquity to Presence
9. From Communication to Dialogue
10. From Service to Relationship.
We are going to focus on each one of the ten commandments in the next couple of days. The concepts outlined in the book by Gobe were not dedicated to social media but they are essential to understanding how to use the tool. They are based completely behind the idea of understanding the emotional relevance of the communication tool called the Internet. Joel Desgrippes of BrandImage says it best:
“Branding is not only about ubiquity, visibility, and functions; it is about bonding emotionally with people in their daily life. Only when a product or a service kindles an emotional dialogue with the consumer, can this product of service qualify to be a brand.”
First on the docket: Consumers to People. I can’t wait. Stay tuned.
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Kyle,
This is important stuff that I believe tips the scales between modernity and postmodernity in not only the 21st century workplace/marketplance, but in relationship between generations and cultural ideals. I look forward to exploring this more with you.
This is a great article Kyle.
If marketers can really get that these are new paradigms to employ, and not just terms to use as double speak, then this may be the cusp of a revolution.
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Hi, Kyle. I also read the book (have it on my shelf here with some other good neighbors) and am similarly a firm believer in the power of emotions for building strong ties with consumers…in my experience, the opposite effect is possible, too. A brand can make misstep(s) through user experience failures, inferior product, lack of incorporating feedback, etc. and just as easily ensure themselves one less lifelong customer. I guess the opposite of affinity…this happened to me with the national financial institution Wells Fargo: http://insightsandingenuity.com/2009/01/28/ignore-your-customers-other-companies-are-happy-to-help-them/
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