Healthy conversations are not "brand" conversations
I was talking to a prospective client the other day about brand conversations. And based on that discussion, I wanted to clarify one important point.
People don’t want to participate in “brand” conversations. Meaning they don’t want to talk to a faceless organization. Rather, people want to talk about and share their hopes, fears, dreams and realities. The stuff they care about. The stuff that’s really meaningful and relevant to their lives. With other people.
The truth is that most people don’t really care about our products. They care about how we make them feel, how we can help them achieve what they couldn’t on their own, in a way that others can’t. These are the things worth talking about.
Healthy conversations are not “brand” conversations. They’re conversations between people, about people. Filled with emotion. Love and hate. Sympathy and empathy. Real, genuine and free-flowing.
Hopefully, your brand can enable these conversations and thereby reflect its ability to add value to our lives. Remember the saying – Enough about me, let’s talk about you. What do you think of me? Not the hallmark of a healthy conversation.
I'm President of Trajectory. We re-energize businesses across the health continuum by helping our clients to imagine and create new value. Before Trajectory, I was EVP Management Board member at Interbrand, the world's most influential brand consultancy. I've also held senior level marketing positions at Faberge, L'Oreal and Beiersdorf.
June 24th, 2009 at 4:19 pm
HI Eric,
I’ve enjoyed reading your blog, not only because our insights are similiar but because you go the extra mile to really article key points. And bring richness to the health “brands”.
I wanted to share with you one of my blog posts on “Empathy: Does Your Brand Have It?”
Here’s the link: http://www.womenswellth.com/blog/?p=175
Feel free to contact me – we both worked at Interbrand..I was recently with the health group as a freelance consultant.
Thanks again for an inspiring blog!
Kelley
June 25th, 2009 at 1:06 pm
Hi Eric:
The reality is that any conversation, or for that matter, any interaction has an influence on brand perception. Even the most casual or brief exchange can make a lasting impression on a brand (personal or corporate). Great post Eric, and thanks for sharing.
June 26th, 2009 at 9:31 am
Thanks for your feedback Mike. Much appreciated. Agree with you that any interactions enhance or detract from brand perception.
June 26th, 2009 at 9:36 am
Thanks Kelley. Appreciate your input. I did read the linked post. Nicely done.
November 3rd, 2009 at 9:57 am
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Healthy conversations are not brand conversations [link to post]
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November 3rd, 2009 at 12:35 pm
Twitter Comment
Healthy conversations are not ‘brand’ conversations [link to post]
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