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According to some gurus, our web-based-world will experience major changes over the next few years. And it will not just be ‘the same web, only bigger. No way. We are creating ‘the One’, that is one big computer(system), connecting everyone to everybody to everything. Our phones, laptops, tv’s and other devices will transform into (no more than) ‘windows’ to look into ‘the One’.

But there’s more. In the near future, all ‘things’ will also become part of this mega-system. All our stuff will be connected to ‘the One’, communicating and sharing data. Your shoe will share stories with the world. Where it’s made, when, by whom, what ingredients are used, how many times it has been used, where it is right now (check Google maps!)…

Ping! Hi John, this is a message from your BMW. Could you please be so kind to check my oil, it’s dirty and has not been changed since 11 November 2009! Please solve this problem within 3 days, otherwise I will have no other choice than to tell “the One”…

I can’t wait to have a good conversation with my coffee machine or an indepth discussion with my wife’s shampoo…

How about you?

Ben

In the past marketeers and business developers knew what was best for their customers. They had the training. They had the experience. They had the knowledge, based on surveys and statistics.

Question: Is that still the case? What if the customer knows what’s best? Scary idea! And hard to accept for a lot of traditional die-hards.

Nevertheless, embracing this thought is the only way to start using the wisdom of the crowds. Marketeers just have to let go of their pride and fear, changing their position from analyst to communicator. Replacing classical observation and segmentation by initiating and joining dialogues, with all who want to be involved with their brand-services-products. From this new perspective there’s only one key issue to focus on: how intense will our dialogues be?

Social media marketeer. New business cards please…

Ben

A lot of marketeers hold on to the past. Cherishing old habits and old rules. They still believe public relations is all about communicating via the traditional media. They still assume that there is nothing wrong with the interrupting approach of advertising. The idea of new marketing via the web makes them nervous and defensive. And they resist to invest some time to explore the power of reaching their customers directly…

However, for all of you who want to be more visible on the web, who want to share their story directly, who want to drive people into conversion, here’s an advise: please ignore the past.

Wanna join?

Ben

A growing number of experts claim that “Advertsing is dead” and the post-advertising age is here. Old school ‘interruption’ tactics are over. Consumers have taken control of media and are powerful enough to completely ignore you. The only stuff they will see is the stuff they choose to see. So getting attention comes down to developing a distinctive story, creating great branded content that is both interesting and relevant, and make it available in a smart way.

We agree. Do you?

Ben

So let’s talk 2.0. And to be honest, we can’t come up with one comprehensive definition of what this 2.0 world is all about. What we can do is share our thoughts.

First of all, we don’t think this new world will replace the more traditional one entirely. It’s additional. It’s complementary. A new organic shell, forcing companies to rethink their branding and communications strategy. Because it’s out there and can’t be neglected.

Secondly, we do believe that the impact of the internet on brands is and will be very substancial. Not only because it’s quick and transparent, but also because it represents the highest possible grade of “perceived credibility”.

And last (for now), we strongly believe in a huge competitive advantage for those brands who are able to efficiently integrate “2.0-comms” in their strategy. Just to be clear, in our vision this implies far more than building a good website and develop some e-tools. It’s a change in strategy, mentality and organization.

So, how to address this issue? In general, we think,  part of the solution lies in answering the following two questions: 1. What can we communicate ourselves? 2. What can ‘others’ communicate for us.

Assuming the strategic basics are set, the brand organization should take on at least 3 roles:

- be the broadcaster of unique (branded) content

- be an open source and transparant knowledge provider

- be an active member of all relevant social communities

Sounds not that complicated, but in reality this turns out to be a mayor job and a huge challenge. Especially for global companies with lots of employees, varying in age, culture, education and (e-)experience. We’re in right in the middle of this proces with some of our international clients. In these specific cases we learned that forcing a revolution is just not realistic. So we’re helping them with a step-by-step approach. An e-volution. Pushing progress as hard as we can, knowing that there’s no time to waste.

It’s obvious that brand management has an additional priority field to address. How to follow, listen to, reply, inform, correct, inspire and fascinate all those different new communicators influencing brand awareness, brand image and preference. Well, if you can’t beat them, join them. Use this new and unlimited potential in a smart and positive way. It won’t be easy. But for those who succeed, it will make a tremendous difference for the future value of their brands.

Ben

In our opinion, creating a brand remains one of the most important goals for any business to survive on the long term. Why? Because a strong brand is hard to copy (in contrast to products and technologies). And because of their perceived added value, premium brands justify premium pricing. Keeping you out of the capricious price fighting arena.

It’s our job to develop strategic and creative concepts. So, as you will understand, we prefer to work with brand driven organizations. In these organizations, a frequently asked question by management is: “What is the capacity of our brand in terms of generating turnover and profit?” Valid question. But a bit hard to answer these days. Simply because a significant part of (future) brand value is defined ‘outside the company’.

Many books are written on brand building. All with different definitions, theories and approaches. In general, the bottom line is to define a clear and unique positioning (against competition) and dito brand values (dna). Next step is to develop a distinctive communications concept to underline this strategy and start sending the message to all relevant target groups, both internal as well as external. In short, this step is all about the WHAT.

So far, so good. Most brand oriented companies follow these general guidelines to get the basics right. Sending out controlled content to create brand awareness, brand image and, by doing a great job, even brand preference.

But the days of ‘outbound only’ messaging are long gone. An additional world of multi-way communications has emerged and is growing explosively in seize and influence: the internet. With a big impact on the HOW.

The internet has turned our world into one big talking plaza. People share knowledge, experiences and opinions on all possible topics, including brands. And here’s where the biggest challenge lies for future brand building. How to join this ‘uncontrolled’ worldwide area and how to manage and influence your brand position in a positive way?

Ben

Share ownership of the brand. What a great concept. Just let go of control. Open up, be honest and be transparant. Turn communications into conversations. Create unique content and make it available. And last but not least, accept that word of mouth still rules and let the outside world do the talking.

Your reach will grow, your credibility will improve and your brand will prospher.

Simple, isn’t it?

Ben

And we help our international clients to get the most out of their brands. By developing smart strategic positioning, by producing outstanding creative content and by implementing a fundamental shift in the way they communicate. Moving from monologue to dialogue. Making sure their message is present in the new world and their story is shared in global conversations. So let’s start some conversations and join us!