The Carnival Nude and Brand Control
One of the assumptions underlying traditional brand management is that you can control the brand. That through advertising, brand associations and other brand tools you can manage perceptions. It was probably always a tenuous assumption at any time, but in digital marketing even more so.
Firstly Brands exist only in the minds of customers and are influenced by many forces, this has always been true and is in the final analysis determined by the customer experience, the actual interaction between the brand and its customers.
What did that do to his brand?
When you put your brand into the hands of the customer you have to accept that they will interpret it in the way they want to, do you find that scary?
Not at all that’s what they have always done – brands only exist in the minds of customers. Customers control the brand you don’t.
In: Uncategorized · Tagged with: Brand, brand building, Viviane Castro