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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

You don’t have a brand unless you have brand champions

Consumed => “Marketing to Communities” by Brittany Farb on Destination CRM.

http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Marketing-to-Communities-77069.aspx

=> My value add (i.e., left a comment)…

“Instead, companies should focus on creating ‘champions for the brand,’ he says. “You want to create a community where you engage with your members so the other members of the community will come to your defense when there is an unfair and unjust attack launched at you.”

Agreed, obviously.

However, I believe it’s worth adding that to have “champions for the brand” you have to have a brand worth championing. This essential component to the whole package is too often dismissed.

If a brand doesn’t have passion for itself and/or pride in itself as a driving force to delivering an enchanting – to borrow from Guy Kawasaki – Guest Experience then expecting others to defend something which has yet to be created strikes me as unreasonable, if not insane.

One of my (few) life rules is this: If you expect more of me then you do of yourself, we have a problem. Needless to say it does not surprise me there are an excessive number of brands with problems.

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