When a brand just get’s it #2

September 2, 2008 | 6 comments | Tweet This

fusions

Last week I wrote this post explaining how EA had monitored what was being said about them online (namely a video posted on YouTube) and answered it with an even more entertaining piece of content which was golden.  This stirred up some good feelings from you all about brands who actually listen to what is being said about them by us humble (dare I say it) consumers.  Yesterday I had another of those wonderful touchy, feely experiences that came from a blog post I wrote back in March called `Do brands feel my love?‘  I described how although I wouldn’t neccessarily buy Becks beer as i am not a big fan of the taste, I love the brand because of the Becks Fusions experiences they create therefore I love what the brand stands for.  I questioned if the love I feel for the brand, counted to them as a company even though I am not what they would class as a typical consumer.

Well, I can tell you that the answer is yes.  Yesterday Becks contacted me and said that they were searching the internet to see what people had been saying about the Fusions events they create.  (Firstly, brownie points for listening to what is being said).  They have invited me to their Fusions event this weekend to join them in the VIP area and the after party, as they do actually value me as a consumer.  Now Massive Attack are playing who are one of my favourite bands so naturally I am going to be thrilled a the prospect of seeing them, but a company taking the time to not only listen to what is being said about their brand, engage with their audience and then offer an experience that money can’t buy is bloody fantastic and is something that I harp on to all marketers when I talk to them about how to approach that myth that is `social media’.  I am heading to Manchester on Saturday to the event so I will update you on my time when I get back, but can we please start to see more brands listening to what consumers really think and invite them into a two-way conversation?

Posted by Jamie Coomber | Filed Under Blog, Brand, Events, Social Interaction  | 6 comments | Tweet This

Comments

6 Responses to “When a brand just get’s it #2”

  1. John on September 3rd, 2008 13:48

    But you’re not a customer, you’re part of the industry and they contacted you six months after you wrote and when they have an event to promote.

  2. Jamie Coomber on September 3rd, 2008 14:03

    LOL true John. Same with EA although I assume it must be fairly hard to get time in Tiger’s schedule. The fact is that brands are actually now starting to listen even though it is still on their terms, but times are changing and being part of the industry of course we are going to pick holes in elements of brands marketing techniques no matter how good they were.

  3. Jeff on September 4th, 2008 5:18

    I see the point being made that brands are using your feedback on their terms. But I think consumers are also using brands in the same way. The things that we buy (clothes, food, tech, etc.) have become such an important part of our individual identities, that I think brands have no choice but to engage with consumers if they want to stay relevant. The smartest companies understand that consumers use their brands as badges, to define their identities (Apple, Nike & Audi all come to mind) and interacting with your most loyal consumers is an important part of that relationship.

  4. Jamie Coomber on September 4th, 2008 8:57

    Thanks Jeff and I completely agree with your point. Now more than ever consumers are saying to brands “What are you going to do for me?” because you can guarentee that a competitor brand out there is willing to go that extra step to convert a customer.

  5. Anjali on September 20th, 2008 18:55

    Hey - I completely missed this post till now and realised that’s what you were referring to when you mentioned the Becks Fusions thing at Likemind. I think it’s really a sign of the times when brands are reaching out to you like Becks are. Even if it was 6 months late, it means that they’re finally listening to what’s being said about them. And that’s an important step if they want to stay competitive in today’s world. Have fun at the event!

  6. When Brands Listen « RumourHas.it on December 15th, 2008 14:25

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