Modern brands that really get what lives with people today already know they should be authentic if they expect consumers to engage. Modern brands know they should go beyond the promise and proof what they stand for.
But consumers are smart. Just as much as people were wary of brands (s)talking through old skool mass media, people are still on their guard when brands act. Brand behavior is not about getting your act together, but it's much more about defining what you stand for and making sure it fits your brand character. People aren't stupid, they know when you are greenwashing. They know when you are trying to gather personal information to spam their facebookpages.
This presentation contains a very insightful quote: "Remember, consumers don't judge authenticity based on actual behavior but, rather, the intention behind it."
As an illustration of "Starting the conversation from within" we launched The Sweetest Cook for our client Tiense Suiker earlier this week. Built on the product truth that a commodity product like sugar can actually become high involving in a social context, we urge people to nominate their favorite desert and its author. Herman De Croo, Joël Smets and Dirk De Smet already nominated their Sweetest Cook. Who will you choose?
Tom Himpe's is thinking exactly the same thing we're saying to our clients when we talk about "Building brand beyond the promise" so we thought we'd share his brilliant presentation here.
The site and campaign have only been launched last week, but the first spoof has already (pardon my french) popped up. This one (click thumbnail to enlarge) was spotted by Wim and sent through the agency this morning. In the meantime we wonder wether this campaign will become priceless one day...
Yesterday Simon and Amaia, managing partners at Attentio.com treated the Boondoggle strategic team with a workshop on conversation tracking and on how to extract intelligence from online conversations.
This movie was recorded by our embedded journalist Vincent Depoortere with his mobile phone and uploaded on YouTube the same day. Today -6 days later- the view stats have hit the 120,000 mark along with a heated discussion on "wasting food" in 70 comments.
Well well well, I have to say I was pretty amazed yesterday to see a link on twitter (by byteback) referring to the new full album of dEUS in streaming. It seems to be a problem with the fact that dEUS has 2 record labels, one for the Belgian market(Universal) and one international (COOP). And of course they didn't really knew of each other who was going to release what and where. They probably wrongly thought, if we publish something on a Spanish site, it wouldn't reach Belgium. Well not really well thought out.
Lego meets iPhone!
