Tuesday, November 09, 2004

Listen Up, Corporate Marketers: Your Brand is Your "Shadow"

James Surowiecki's article in the November issue of Wired makes a good case for the network effect on marketing. In the "Decline of Brands," Sorowiecki, a staff writer at the New Yorker, holds that branding campaigns are losing ground to the influence of well-educated, well-connected consumers. Now more than ever, businesses need to heed the rule that what you do matters far more than what you say. And what's the message for marketers? Be scared ... be very scared.

Marketing types either don't see this trend or choose not to talk about it. In the words of advertising legend Jim Mullen, "Of all the things that your company owns, brands are far and away the most important and the toughest. Founders die. Factories burn down. Machinery wears out. Inventories get depleted. Technology becomes obsolete. Brand loyalty is the only sound foundation on which business leaders can build enduring, profitable growth." Similarly, in the new book Brands and Branding, Rita Clifton, chair of Interbrand UK, puts it this way: "Well-managed brands have extraordinary economic value and are the most effective and efficient creators of sustainable wealth." These assertions claim that while factories, source code, and patents are ephemeral, brands are real. But in fact, their long-term value is shrinking. They're becoming nothing more than shadows. You wouldn't expect your shadow to protect you or show you the way. It only goes wherever you do.

On a related topic, we're several days late in following up on our Saturday note about Starbuck's recent CSR announcement. But here we are. The question is, should Starbucks -- or any other company for that matter -- talk about the good that it's doing when a networked community of consumers knows full well what the company is doing? And what's the value of talking about something if some of your actions contradict the spirit of what you are saying? Some things are better left unsaid. Nothing incites true believers to action like the faintest hint of greenwashing, intended or unintended.

For another look at the power of the networked consumer, see John Battelle's Google-meets-the Universal Product Code fantasy in his search blog. You may never look at shopping the same way again.

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