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Brand Swarming
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by mtippett | December 17, 2007 at 08:53 am
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In Ad Age's yearly review of trends they've identified 'Brand Swarming'.
Marketers will move decidedly in the direction of DDB CEO Chuck Brymer's "swarm theory" -- the notion that people and their opinions coalesce to form critical forces that massively influence marketplace ideas and concepts. "Swarm theory" will elevate social networking to new levels, confirming the immense impact that consumers have on each another. Marketers that embrace this trend can form consumer brand "advocates" and drive brand loyalty and trust to new heights -- if done responsibly.
Facebook has already dipped its toe in the water with Beacon with disastrous consequences. Hopefully their next foray will be done less ham-fistedly.
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brenda_tso
Port Coquitlam North, British Columbia, Canada
Most RecentMost Recommended Comments (1)
at 09:29 on December 17th, 2007
I guess it was only a matter of time before marketers put a name to the strategy of wrangling brand advocates into some form of a group/mob/swarm (Lovemarks comes to mind, as an early iteration). But with the recent backlash against Facebook's 'become a friend of your favourite brand' strategy, it will interesting to see how far it can be taken. Good Stuff.