Friday Perspective: Stop Pushing Your Brand

Every Friday I give quick perspectives, opinions and thoughts on the world of marketing and beyond. This week’s entry is below.

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This week’s perspective is a succinct one compared to previous week’s. Yesterday I attended Social Media Breakfast - #SMB35 at the Microsoft NERD Center in Cambridge, MA. The topic of the gathering was Brand Experience at the Intersection of Digital and Physical. Four panelists spoke about how the digital and the physical are coming together today in marketing and the effect it has on customers.

Instead of going into a lengthy overview of the event, I’m simply going to list a few things I heard or thought about during the event. These are all points that really resonated with me. You’ll see a theme coming through…

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Smart brands are moving from the approach of “Look at our brand” to “Look at you (the customer) - what are you all about; what matters to you.”

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“Nobody cares about your brand. They care about themselves.”

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Consumers own your brand more than you. Interaction is the new marketing.

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The theme that surfaced is that to resonate with customers, marketers need to stop pushing their brand and their marketing at them so much. Make it about the helping the customer rather than about helping your brand.

This post is syndicated from its original publishing on LinkedIn.