Like so many? I sometimes search slideshare or youtube for inspiring presentations. I step out of my social group, where we share the some stories, and try to find stories that gives new insides. Searching on ´building brands´ brought me the presentation Modern brand building. The content is about the evolution of transaction to relation, talking to somebody to talking with somebody or campaigning to committing.
One of the lessons ‘plan for content you don’t create’ is a nice one. You facilitate, like you used to do in a web2.0 world, the customer to make the content. But what happened when the creators have values that are not the values of the brand, think about what happened with Longsdale clothing in the Netherlands.
The brand needs to lead the conversation with the customer. Like you do in a verbal conversation: you can lead and follow. A brand can sometimes follow, but most of the time they have to lead the customer…