Communities are on the march both online and in the touchy-feely world. It’s interesting to note that one ad agency in the US has introduced the role of Chief Community Officer. To quote “We are moving away from a view of the world solely defined by the doctrine of herd marketing, one-way, mass communication and recognising the increasing power of people communicating with each other and with companies. In this new era successful brands will be built through brand communities.”
In the quest to engage consumers to become brand loyalists and advocates i wholeheartedly agree with ‘officiating’ this role and all credit to DDB for pioneering this role within ad agency culture.
We recently pitched for a large energy supplier and core to our thinking was how they could contribute to the community for a sustainable brand-connection advantage. As pressure on land increases we’ll see more single-unit dwelling at the expense of the family home. This in turn will have us living “Tokyo-style” in isolated pods fueling the human desire to connect online and touchy-feely. They couldn’t see it or rather couldn’t change their internal structure to meet this opportunity, which underlies the challenge. Business needs to relieve the pressure for solely short term results which run contrary to the goals of nurturing the community.
A nice example of a community missive regularly comes from our local music shop, Greville Records in Greville Street, Prahran. This inspired me to pop in, browse and buy but as importantly i must have told a dozen people. It’s a vibe thing.
HOWDY FROM GREVILLE RECORDS
- FLEET FOXES -FLEET FOXES
- BON IVER – FOR EMMA, FOREVER AGO
- NICK CAVE – DIG LAZARUS DIG
- and some of the rest that seemed to be on the top of most lists…cw stoneking,drones,eddie currents .,TV ON THE RADIO …AND MOGWAI.sea sick steve.MY MORNING JACKET all MADE GREAT RECORDS..SO DID THE SAND PEBBLES..RECTIFIERS..SUN BLINDNESS
as for me,..i liked all those records…but.SARAH CARROLL- WAHINI WINS THE PRIZE..THEN THE RECTIFIERS- PLAYTIME FOR JOHN MOUNTAIN..THEN THE FLAMING LIPS- CHRISTMAS ON MARS
More on communities in future posts