Marketing: Sustainable Conversations

Oh the exciting world of marketing! I recently came across an interesting article in the blog, "Take Me To Your Leader." In his article entitled, Creating Sustainable Conversations Will Define Success in Future, Freddie Laker writes:

"The key to creating long term sustainable conversations is picking a campaign position or theme that encourages multiple points of view that are equally viable. Just think about it. If no one can ever be "right," the conversation cannot end and in turn will evolve into an endless debate with the brand positioned directly in the middle. Great campaigns that embody this ongoing discussion include Dove's "Campaign for Real Beauty." This campaign is centered on widening the definition and discussion of beauty. It's a topic that literally has no definitive answer as it represents many things to many people. Subsequently the conversations around this topic are endless, as is its connection to the brand. "

A connection to the conversation/idea/theme of a campaign will bind consumers to a brand. I think about this tendency in my own life, with my attraction to certain products. This idea also occurs in music. We can often relate to song lyrics, identifying with the situations and experiences sung by the artist. If the song really resonates, it becomes a "favorite" and is played repeatedly for times to come. The song will also represent many things to many people. One might also share the song with others, discussing the lyrics and quality of the music.

One day I hope to lend my creativity in creating endless, sustainable conversations for a brand, product or service.