content marketing Trends

Thoughts on shared branding


at Next09, Hamburg 5th and 6th of may, I am tranforming my “why every company should be a rock band” ebook into a new speech – the overall theme of the conference is shared economy, but I will be talking about shared branding and where it is that rockbandism is actually helping you a whole lot with your branding. I would maybe even go as far as saying that rockbandism is the precondition for good branding these days. I have been thinking a lot about how you share your brand, mainly I think it’s interesting who you want to share it with ?

– It could be your customers, potentiel customers and the market out there, but it could also be your suppliers and your stakeholders. I work with social branding everyday where you actually talk about what return you get from involving your customers in your company (and there’s a whole lot of strategic work involved in this question, because why on earth would people involve themselves in your company ? – ta da – rockbandism is why.

And a part of rockbandism is actually to share your brand inwards – aka. making sure your company is authentic and a rockband. If you are a company like innocent drinks it’s would take a huge blow to your authenticity if somebody found out that you actually shipped your goods around the world with planes. (They don’t – it’s not an option for the logistic managers at innocent drinks, planes are out of the question).

So if you really want people to involve themselves in your rockband – you need to share your brand inwards before you share it outwards. Other approaches than that would be a shame.

Another thing that you could share is the management of your brand, where you lead the brand and put the management and decisionmaking out to the users, but again, how do make sure that people actually wants to manage your brand ?

hm. more to come.

ps. crossposted at Toothless Tiger

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