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March 22, 2006
Cultural relevance vs. customer relevance
Troy of Organic's 3 Minds blog writes of the confusing times marketers live in these days, especially for the challenger brands. What if you're not very remarkable?
Is the solution more-clever advertising? Branded content? Paid placements in reality shows?
Troy goes through the list and rightfully wonders what results these new advertising hybrids actually deliver. Some marketers spend millions praying for a shortcut to cultural relevance.
But Troy helps illustrate the missing objective from many marketers' game plans: building relationships with people who already love your stuff.
What's remarkable these days is any organization that nurtures a community of fans. Their products may not be a mind-blowing as the iPod, the current standard by which most products are surely measured these days, but your product probably won't be a disruptive influence in the cultural lives of 40 million people, either.
However, you, or your product, or your service are probably loved by many more people than you imagine. How else could you stay in business?
Go find them.
Technorati Tags: Advertising, Marketing, Relevance
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