“Happiness is when what you think, what you say, and what you do are in harmony.” – Mahatma Gandhi
“Brand success is when what you think, what you say, and what you do are in harmony.” – What’s the Idea?
Brand success was more easily managed 10 years ago before many marketers ceded control of messaging to consumers. I can’t tell you how many times I’ve read and heard senior marketers say “We don’t own our brands anymore, consumers do.” Hell, Google the sentence (use quotes). And the sentiment is dead wrong. Imagine saying the same thing but substituting the words “produce” or “price” or “distribute.”
And today the markobabble of the day is not authenticity or transparency, it’s content. Content marketing, more specifically. The Alitmeter Group just published some quantitative research with three key data points worth sharing. All of which don’t bode well for proper brand management in the age of social.
1. 70% of marketers surveyed lack a consistent or integrated content strategy.
2. 10% of marketers say their content marketing technologies are “fully integrated across people process and platforms.”
3. 40% of marketers surveyed say that the lack of interdepartmental coordination is leading to disparate tools used.
I love social, but it needs to be brand-managed. Not tactically managed. Done well, it helps set expectation for the brand and reinforce brand experience. Done poorly, it can undue lots of good work.