Your Message Shouldn’t End with a “.”
I have become increasingly aware that we’ve become too comfortable pushing well-crafted, one-sided messages at consumers. We say, “BrandX is the leading provider of digital music;” “BrandX is committed to creating sustainable, eco-friendly products;” and “BrandX delivers unmatched quality at an affordable price.” We tell them what the brand stands for rather than giving them the space to tell us.
We should know that in this age of social media, it takes a community to raise a brand and it takes an opportunity for dynamic conversation to really get that community engaged.
As we move forward in our work with clients, we should question whether the messaging we create leaves room for the consumer to discuss, debate and contribute to it. Instead of pushing our positioning on the community, we must think of our messaging and communications work as a platform to learn more about and listen to our consumers. This means trading in the “.” for an “…” and leaving room for the consumer to contribute.
Dove illustrates this well with its Campaign for Real Beauty ads that challenged audiences to vote on its models. “Gray or gorgeous” and “oversized or outstanding?” it asked.
By opening up the communications about the brand to include room for the consumer to contribute, Dove sparked an international debate and not only got consumers to talk about beauty and its products, it also inspired many to advocate and fight for its position with friends and family. That’s good communications founded in and fueled by priceless engagement that no amount of ad spending can match.
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