Russ Klein, Burger King’s CMO, told us of social currency. This is a very interesting concept. He said "when they know you more than love you" you have an unremarkable brand – one people don’t want to talk about, share with their friends or go out of their way to buy, promote, recommend. What’d BK do? They got down and partied. They ingrained their brand into the fabric of their core customers by giving them something fun to talk about. They returned to social relevance by providing consumers with interesting content and by surrendering their brand to their customers. This is the ultimate in listening; giving your customers the opportunity to tell you in their own content and words, what they feel about your brand. This is how to make friends. I’ll bet most of you remember seeing the King score an NFL touchdown, or the subservient chicken perform. Did you talk to a friend about those ads? I know I did. That’s social currency – that’s making your brand relevant again.
Customer insight is king (no pun intended). With it, a brand can become relevant and differentiate itself in a meaningful and compelling way – the result, you’ll see a substantial increase in your organic and very profitable growth. Talk to your customers, every day and in every way. Let them help you, help yourself.
Of course, it's impossible to put everything into just one article/post/site. But you can't deny that you've just added to your understanding, and that's time well spent. - William B. Doyle, http://www.wbdoyle.com/blog/
Posted by: | June 29, 2009 at 07:17 PM