Correcting Misbehaviour Without Smacking

cjones — Fri, 11 Dec 2009 13:19:02 +0000

Brands need to approach their customers in the same way that two adults approach each other in conversation, if brands are open in the tone and content with which they communicate, if they are clear what they expect from their customers and what they will get in return and if they are authentic in the channels they use and the messages they deliver, then the conversation will flow.

Brands and their agencies need to allow their customers to take the lead, challenge and interfere with the brand, products and services. The role of the agency is to act as a pathfinder and encourage the collaboration which leads to positive contributions from all interested parties in the shared passion around the brand.

Brands need to learn that consumers have sometimes more passion about a brand than they realize and this passion can be a brand’s biggest advocate or its biggest detractor depending on the way in which the brand has engaged and collaborated with them.

So brands need to embrace their customers’ misbehaviour, not ignore them!

To view Chris Lovell’s discussion on his Campaign Integration Essay 2009, ‘No need to smack’, please visit www.campaignlive.co.uk

Chris Lovell, Group CEO

Group Blog » misbehave

Correcting Misbehaviour Without Smacking