Filed under: Digital Strategy
A post I wrote a while ago explored that over used term “relationship” in relation to brands:
Take Aristotle’s concept of friendship. He proposed three models: friendship based on utility (a friend who provides something useful to us); friendship based on pleasure (we enjoy a friend’s company); and friendship based on virtue or mutual admiration (we find a friend who shares our values).
At the time I was constructing my thoughts on brand utility, and so much of what I could see was about a ‘five minute fling’ philosophy- sometimes with out even a ‘thank you ma’am’.
I’ve never been a fan of romantic love being used as a metaphor to describe the attraction between people and brand stories. I’m not a believer that ‘brand engagement’ should be a passive thing, a spectacle, and I agree with Gavin that at it’s best engagement is a mile stone, a stepping stone to something deeper.
an attractor is where a system tends to end up. The attractor does not exist independently but as an aspect and an actor within the system.
I believe that what’s being said here is that an organisation can input energy and behaviour into a system (‘the brand’) – but that input is only one element. For the system/ brand to be alive (chaotic) control must be given up.
Like Sean I’m pretty captivated by Matt’s thinking :
1. I don’t want brands to transform by experiences, I want them to allow me to transform my own.
2. I want brands in the background not the foreground of the conversation I have with or about an organisation.
3. I don’t want their spectacle, I want my own
If this whole notion of chaotic systems holds then the brand is not in the foreground, rather it is a map of the center of gravity of the attraction. Matt might say this is the character of the brand.
Be a champion of consumer journeys and aware that a brand is only a reflection of the behaviour of all of the actors within it’s system. Celebrate both the chaotic and the development of great character. Build brands with insights, bravery and smarts. People will build experiences themselves.
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