Don Draper is no longer the Alpha marketer. Command and control of the marketing message using traditional advertising and PR doesn’t work in a hyper-connected, noise-filled yet fractured media environment.
It’s simply too expensive to buy a brand today.
You must give up control and earn your digital health brand.
If you can’t buy or script the creative forces needed to build a brand, what do you do?
Inspire and amplify.
Inspire your happy clients to upload videos using your digital health solutions. Inspire them to share photos and tell success stories. Encourage them to Tweet all about the sweet goodness you deliver.
At the next industry event you attend, follow Guy Kawasaki’s lead. Take photos of of the participants and share on social media. Talk about the people, not the event or your company. Empower the participants to create the message. Perhaps the showing how you collaborate and listen shows more about your brand than telling this is how you do business…
What others do and say is more powerful than ANY carefully honed brand message you create.
After you inspire participation with your brand, it’s time to amplify.
You amplify when you engage. Your responses in social media amplify the message. Your Retweeting, Liking, and Sharing of the participants responses spreads your brand message.
It’s a new world. Your clients now control your brand message. Put them in charge. Inspire your audience. Trust them to represent the best of your brand. When they do reflect your brand message, be ready to amplify it. (and conversely, when negative messaging about your brand happens, know how to tactfully respond quickly)
Put your alpha marketing ego aside. Focus on inspiring participation and amplifying it.