In today’s ever-changing business world, it’s important to remember one thing: your brand will fail. That news is not as dire as it sounds, though. By failing in the right way, brands can actually improve themselves. This means that marketers need to get past their biases, valued customers should be influencers, and data needs to be only a part of understanding customers. Even if a brand is failing right now, by incorporating all of those factors, business will start to boom.
- It’s time to realize that the very stewards of the brand do a disservice to their brands because they bring innate bias to their decision-making. Those that can throw out this bias by following the next point will have the ultimate advantage.
- Customers who live the brand should be on your band management team as advisors, influencers and feedback agents. If you have the resources to pay for millions of dollars in wasted advertising, you have the money to do audits to find your top customers and pay them to be on your advisory board.
- Data, analytics and everything else written about in quantified modern marketing is simply a tool to understanding customers based on mathematical equations. But people aren’t a calculus formula. Furthermore, their quantified actions are equations based on past behaviors.
“Stop trying to be your competition. The more you differentiate, the more human and approachable you can be, the more your customers will continue to advocate in your name.”