25 May 2011 Graziella Garcia
While trying to understand the implications of the newly announced Facebook ability to tag brands, (and why would anyone possibly consider tagging their H&M shirt on a photo?) got me into thinking that more and more the meaningful (and uncontrolled!) brand conversations are happening at the consumer level and we as marketers are invited to observe instead of dictate...
Of course, people will have fun and play pranks on brands. After all isn't that what we do to our friends? But, indeed some people will also tag proudly the brand of champagne they served at their wedding or the brand of the dress they will only wear once; status apart, it is also a tool for consumers to brand themselves, if they are interested in doing so. Could this be the evolution of the bumper sticker?
The truth is, there are already a few success stories of new brands that solely rely on consumers as their marketers. One of my favorite examples is 4food, a "fast-food" restaurant in NYC that relies solely on customers to market the place, letting them create their own custom burger, naming it, and voila… asking them to market it in their networks- all on the spot as you order it. What consumers get in return? Recognition on the top chart and the savings on marketing are passed down to the consumer, with a better quality less expensive product.
If you cant fight them, empower them!
Links to consider: