Change is difficult. Especially when in just about every way, the change needed to happen represents a fundamental revision of the way in which things have been done. And done for a long time. We are "Flipping the Funnel". It takes a huge emotional investment right from the top when you do that. The benefits might not be immediately obvious. It runs contrary to the natural instinct for the need to control. But change is necessary. I’ve been meaning to post these words from Adriana for a while:
"Talking about “how to control a brand” today is as provocative as saying three years ago that on the Web companies will lose control of their brands. The buzzword Web 2.0 does not capture what this shift is about. It would be more accurate to talk about the Two-Way Web or the Read/Write Web to make it clear that the Web is not a medium. The Web is a network where people are creating, sharing and distributing without any need for the industry’s involvement. The two-way nature of the online enables individuals to develop their own ‘brands’ effectively and cheaply because a brand is more like identity than unrelenting messaging and campaigns. Brands could get a share of the Web magic, if they were willing to come out from behind the glossy fronts and engage as human beings. In short, marketers – Step. Away. From. The Brand. You cannot control it, the best you can do is to help shape your company’s identity, while respecting people and the way they engage with you and each other. None of this involves ‘leveraging’ anything from traditional marketing."