The democratization of marketing? Know what this means?
Essentially, it’s about the fact that consumers are taking power and being handed power by smart marketers to help carve out what a brand will mean to them.
My buddy Mitch wrote extensively about it in his blog . He was also quoted in the Globe and Mail, a Canadian national newspaper.
Its all about giving people the power to decide what you actually stand for and then its your job to make that happen in your products. I strongly believe that when I created a slogan “Let our power give you freedom” I was inviting people, not pushing them. The “let” is about permission. The “freedom” is what I wanted our brand to represent. Whether we did a great job or not is going to be decided in the coming months.
It’s said best in this book . I should say no more as compared to these guys, I don’t hold a candle.
Give the people the truth about your offering. Make it about quality and make sure it makes their life better. “Let” them mold it into what they want. You will see the results. Part of our first lot of production for our new brand is going to Australia. We decided to launch there because its Spring time down under. Orders just doubled in five days. I guess we listened well for a change…
Sass