A Quote by Simon Mainwaring
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
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In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it.
A major celebrity is a major brand, and major brands pick very critically what other brands they're going to associate with. So an A-list celebrity usually picks an A-list brand.
Talking to people from the heart matters, and it's unfortunately something brands have forgotten about. Celebrity endorsement deals try to gain recognition for brands, but at their core, what matters is if the celebrity truly backs the brand.
Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.
Our Government understands that local, community organizations are essential in addressing social issues like economic development, poverty, education and integration in Canadian communities. The Community and College Social Innovation Fund will connect the innovative talent of researchers and students at colleges and polytechnics to meet the research needs of local community organizations to build stronger, safer, healthier communities.
Community connectedness is not just about warm fuzzy tales of civic triumph. In measurable and well-documented ways, social capital makes an enormous difference in our lives...Social capital makes us smarter, healthier, safer, richer, and better able to govern a just and stable democracy.
There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?
The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.
Coming to LA and working with brands connected with celebrity was a very different experience. I thought it was interesting to work with someone like Justin Timberlake and to work with the phenomenon of celebrity in the U.S., and also to take on the challenge of taking a celebrity brand and adding credibility to it.
Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals.
'Raw' wants to be the better brand; 'SmackDown' wants to be the better brand. A bunch of alphas on both brands.
If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.
Although we've used the concept brand communities a couple of times, it's important to reiterate that communities aren't created, they are courted. Most brands will need to court a range of different communities and travel across pools, webs, and hubs if they want to reach the full range of desired consumers.
Brands must become architects of community.
My view is that the signing of players should be a simple process. The chief scout identifies them, the manager decides who he wants, and the chief executive is dispatched to do the deal. It really is as simple as that.
For every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments overheard in a hallway, or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can’t entirely control a brand. At best you can only guide and influence it.
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