Don’t Hide Behind The Brand

Consumers prefer real interactions over corporate crosstalk and marketing malarkey.

My colleague Drew Grossman recently wrote a blog post on the importance of stripping out business clich’s from your internal and external communications.

A new parody ad on upworthy.com also explores that exact issue, using canned sound bites and flash-in-the-pan visuals that are often interpreted by consumers as inauthentic at best and downright manipulative at worst.

Warning: Video includes mild language and a healthy dose of snark.

This and other kinds of brand pushback should serve as a constant reminder that consumers now have the social tools needed tocreate and spread their own brand perceptions and will be increasingly wary of any force-fed, plastic narratives attempted.

These consumer-driven discussions will happen with or without your input, but that doesn’t mean you can’t have a voice in the process.

Direct communication through media access, newsletters, or public events has always been important to cooperatives. But the arrival of social media also triggered a lasting transition away from indiscriminate blasts of brand noise to two-way conversations between real human beings.

Some of the best examples found of an open communication mentality among credit unions include:

According to our 2014 Technology Priorities Survey, every single credit union we polled planned to maintain or increase their investment in social outreach over the year ahead, so clearly the benefits of this increased engagement are anything but one-sided.

You can’t please everyone, of course. But initiating a dialogue and trying to get members more involved in the co-creation of your identity will put you ahead of 90% of your for-profit competitors.

September 16, 2014

Keep Reading

View all posts in:
More on:
Scroll to Top
Verified by MonsterInsights