A while back, I wrote post about what I call the human engine and its importance to business and the changing dynamic of consumer power. However, the see this idea come to fruition in the new Yahoo! campaign is a gratifying validation and it shows that someone there in marketing ”gets it.” But more importantly, it shows that business as a whole is truly beginning to understand that consumer-centric advertising is the basis for generating brand loyalty, consumption and other awesome metrics that go along with relevant and resonant advertising. I’m beginning to feel that the time has come for other companies to jump on the wagon and have a clear acceptance that in reality, consumers own and define a brand. That intangible equity is only valuable if the consumer appreciates and connects with a brand’s identity. It’s insane to not grasp this concept and beneficial to act accordingly. But, I’m beginning to observe that time is now. Starting with Yahoo!, and kudos to them for being all about “You” or I guess “Us.”
The brands that will be successful in the future, will understand and accept that the new paradigm is to relinquish control for one’s brand, encourage deep engagement with and ambassadorship for your brand and communications. So what does this look like? In a few short lines:
- Awknowledge the consumer’s influence and invite them to a conversation with your brand, truly listen and respond – advertising is a two-way street IE social strategy.
- Develop web friendly content, suitable for propagation IE the remix video.
- Give them something to do or engage with that allows deeper interaction with your brand, which does not necessarily force feed the product IE the transmedia storytelling utilized in the Dos Equis “Most Interesting Man” campaign. It’s mostly about the “Man” and his “Truths” but, oh yea, there’s beer too. Also, Cheetos’ “Orange Underground” – these are both relatively oldies, but goodies!
I realize I’m saying a few words, but in essence this translates into a lot from a executional perspective. But, I feel it’s truth worth telling and look forward to developing (and witnessing) more campaigns that utilize some of these basic truths. I’ve also included below a talk by Yahoo!’s CMO, Elisa Steele, which shows some additional creative and gives some brief insight into the thinking behind the new campaign during Advertising Week in New York City.
