In September I attended the Deepspace presentation on Modern Brand Building, where I heard from Paul Isakson, Adrian Ho, and Dion Hughes. During the presentations they each presented a number of different metaphors for brands and brand communications. But during the presentation a different idea came to me--a revised communication model, to reflect the way consumers communicate in this media environment.
I realized that oftentimes, we assume that the consumer is going to give us--the senders--feedback, when instead they're much more likely to share their thoughts with others, both good and bad.
(Red lines are the traditional way, blue lines replace the bottom red line--these blue lines of communications result in WOM, blogging, Twitter posts, Facebook fan pages, etc)
Windo recently made mention here of these conversations, calling them "me-casting." He noted that these communicators may be influencers if brands come check out what these consumers are saying, but that's just the thing. I think that brands need to make an effort to seek out these opinions, and not just by giving them a place to share them. They're striking up these conversations with their friends, their peers, their co-workers and family. Comcast actually figured this one out and opened their ComcastCares Twitter account. I've personally benefitted from it and think it's pretty kickass.
Like I've said, I typically don't like brand metaphors and limiting models like these, but I think this added friction point needs to be added to the conversation around communication.
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