“We are not dealing with a recovery from a recession, but with a reframing of the world. Our world has changed for ever.”
 I heard Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, speak at my livery yesterday.
He believes that brands are dead. They have been commoditised. These days what communicators need to create are lovemarks, able to command loyalty beyond reason.
Social media are here to help. If our message is strong enough, consumers will spread it over the interactive web and do all the work for us.
I know it’s difficult to give up control of our brand but – Roberts is convinced - it is the only way.
Think of Obama and his election campaign. Roberts believes that he was not elected by marketing but by the creation of a “viral movement”.
Lovemarks are built on respect and love. To create them, you have to use:
• Mystery: keep it fresh, collect compelling stories
• Sensuality: in our world our 5 senses are engaged simultaneously not in sequence (think iPod and what makes it irresistible)
• Intimacy: show audiences that you really understand them and care about their problems.
 Communicators these days are asked to deliver sight, sound and motion simultaneously. Kids are the best example of an audience that lives in a sisomo world. And mobile phones are still hugely underused. Roberts calls them the “emotional landline”. Are they going to be the future of corporate communications? Will Web 3.0 be entirely about them?
|
|
