The element that’s missing the most is that of empathy and understanding. Most PR pros and marketers act without understanding or build without knowing what the complete experience is of their brand as it exists today. They just keep shoveling new and creative campaigns and material into this fire for fear that the fire would burn out otherwise. Without knowing what that experience is right now we can’t honestly know what needs to be fixed or have a vision of what that experience should be.
Live Your Brand the Way Your Customers Do by Brian Solis
No empathy plus a lack of conviction in their product/company leads to the classic “chicken with its head cut-off” marketing approach as they contort themselves to achieve viral awareness. It is marketing without any soul or knowledge about the customer.
Source: briansolis.com
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