Community Post

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 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 RECORDSHOPE YOU HAD A GREAT XMAS AND NEW YEAR AND BEST WISHES AND STUFF..AND THANK YA ALL FOR SUPPORTING US AND HELPING US MAKE IT TO OUR 30TH YEAR…..XOXOXOXOXOXOXOXOXOXOXOXOXOX.. ALBUMS OF THE YEAR ACCORDING TO ALL OF YOU THAT COME INTO THE STORE, BUY RECORDS AND LET US KNOW WHAT YOU THINK..

  • 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 plus..TAKE ME TO THE RIVER, 3 CD SOUL COMPILATION- SOLD BOXES OF THIS.did i mention the 5 cd soul series by the fabulous “bear family label”called sweet soul music….AND..OOOOPS I FORGOT THE BIGGEST SELLER OF THE YEAR AND THE BEST RELEASE WAS..DENNISS WILSONS LONG LOST MASTERPIECE..PACIFIC OCEAN BLUE..ONE OF THE ALL TIME AMAZING ALBUMS…and the brian eno/robert fripp albums finally remastered and released..both of em essential…real chill out ambient masterpieces from the 1970,s…NEIL YOUNG AND BOB DYLAN KEEP DIVING INTO THE ARCHIVES AND RELEASING KILLER STUFF DONT THEY?? OH THE HANK WILLIAMS BOX SET IS AWESOME….BUT I REALLY HATED THE ROLLING STONES MOVIE….BUT THE CSNY DEJA VU AGAIN WAS THE GREAT SURPRISE ROCK FILM OF THE YEAR FOR MOST OF US..and the james brown 3 dvd set was stunning..oh  AND THE BEAUTIFUL FLAMING LIPS,CHRISTMAS ON MARS SOUNDTRACK THAT SOUNDS LIKE ENO MEETS ZAREEKA, AND THE FILM WAS..UMMM SOOO MUCH BETA THAN EXPECTED..WE HAVE THE LIMITED EDITION STILL INSTOCK,FLAMING LIPS DVD AND CD SOUNDTRACK WITH FLAMING LIPS MOVIE CARDS,SPACE GUN T SHIRT AND POP CORN..BUT VERY LIMITED, LIKE WE MUST BE THE ONLY SHOP IN AUSTRALIA WITH THIS….AND WE GOT THE VINYL TO. WHAT A BIG MONTH OF TOURS EY- NEIL YOUNG….NICK CAVE..FLEET FOXES..LEONARD COHEN….ALL TOMORROWS PARTIES.MY MORNING JACKET..HARMONIA..SILVER APPLES……WHEW…AND THE BIG DAY OUT TOO…….. I HOPE YOU GUYS ARE GOIN’ TO SOME OF THEM IT’S A QUIET TIME HERE AT GREVILLE, PERFECT OPPORTUNITY TO HAVE THE RUN OF THE STORE AND LISTEN TO THOSE ARTISTS YOU’VE BEEN MEANING TO KNOW MORE ABOUT AND TO RAID OUR RACKS… WE’LL KEEP IN TOUCH NO DOUBT xxx THE TEAM AT GREVILLE RECORDS.

More on communities in future posts

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