While most companies want tribal brand loyalty, many are unclear about how to create raving fans that believe in and support a company’s Purpose. Creating advocacy is a journey—belief and trust can’t be built overnight.
In their most recent edition on newsstands, Wealth Management magazine released an intriguing story on the gradual decline of physically printed annual reports published by publicly traded companies.
Even in my groggy morning stupor, I couldn’t help being curious about the graphic posters lining my route to work. “Save the Tamales from Ronald McDonald,” they read. The posters looked almost political in nature – black with an iconic fist raised into the air, grasping a — tamale?
Every marketer has to be concerned about the increased demand for corporate transparency, especially since the 2008 financial crisis. Traditionally, marketing communications was built around the concept of controlling a company’s story, but in the current era of digital conversations and brand ambassadors, that’s a less realistic approach. So what can we do to meet business goals and satisfy the public’s hunger for the truth? Take a leaf out of the hedge fund marketers’ book.
Science fiction gives us a glimpse into the future, like the sci-fi thriller Minority Report, set in 2054, that demonstrated an interesting concept: the ability to market based on facial (or, in the case of the film, retinal) recognition. We’ve already seen companies try to harness this sort of technology to put clients’ messages directly in front of their prospective customers.