Dec 7 Posted 5 years ago
Sorry for the late reply. I usually get email notifications for comments on my posts, but didn't seem to get any for these.
Thanks for your feedback and your input! "Company culture is World Emperor." I like that! And I don't think we're too far off in our way of thinking - I just think my wording may have been a bit clumsy.
You are, of course, right. The company culture is first created, shared, and promoted outwards by the company itself. Everything the company does reflects on the company and its brand. Hopefully its actions and deeds match the culture it aims to display - and as you say the company "can never let go of that responsibility to the masses".
However, my point was that regardless of what culture or brand identity you display, it's still about the people that surround it (employees, customers, partners) and their individual, personal interpretations of that brand - and this seems to result in the trend we're seeing: brands are coming across as people rather than logos, and are speaking to customers as people rather than dollar signs (people-to-people).
However, it's as you say: it doesn't mean that you have to adjust to tweets, blog posts, or videos. But while you still nurture the brand from within, external voices come into play to help the company and the brand evolve.
And yes, much easier said than done, as you can see in the example in the Appendix.
Not sure if you agree to any of that, but my sincere thanks for your input! I think it's great to have a discussion around this and it's really valuable to get the opinions of industry experts. Would you be interested in expanding on your opinions of next year's PR/Marketing trends in our blog? I think it would be great to get you as a guest writer here: blog.mynewsdesk.com
If so, let me know: firstname.lastname@example.org
Dec 1 Posted 5 years ago
Excellent post about the PR trends.
My only disagreement is with the common conclusion that social media is forcing brands to let go control of their image by allowing the online community to define the brand. Being more transparent is clearly an advantage these days. And embracing influencers online is nothing new... it's just a new fangled way of creating a phenomenal customer experience.
But if content is King… company culture is World Emperor. All the "community defining" tactics via social media and the like are only as good as how the company reflects its own personality through its deeds and actions.
Southwest Airlines with its onboard antics and culture of "fun" is what created raging fans long before the Internet was a twinkle in anybody's eyes. Steve Jobs didn't leave it up to the masses to define the Apple brand (can you imagine... the iPad would have ended up as a digital equivalent of the 99% Movement!).
You can't sustain a brand (let alone a business!) by constantly adjusting to Tweets, posts and funny videos. A brand identity still has to be nurtured and protected at some level.
Bottom line... any social media strategy has to ultimately reflect the genuine nature of the brand. And that means companies can never let go of that responsibility to the masses.
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