Do you have a contagious brand?
Tue, Sep 6 2011 08:05
Do you have a brand that is contagious?
Is there compelling content that people love?
Are you creating unique ways to connect with your fans and allow them to participate in the creation process?
I recently read the Hierarchy of Contagiousness, which offered the perspective of brands being either a rubber stamp or box of Crayons,
Step back and take a look at your creative business model, is it more like a rubber stamp or box of crayons?
In the Rubber stamp model, one size fits all, and a very short life cycle. Ironically, most personal brands fit into this category; since the idea of a personal brand is to highlight your uniqueness.
In the "box of crayons" model, your fans can use tools to mix and blend their own colors. The “Crayon” model is so successful for businesses interested in long-term success that mega brands are creating opportunities to include their fans in the creation process:
Pepsi / Doritos invited fans to help them create and submit video content, that the product selected a winner to use for their Superbowl ad.
Bjork’s "Biophilia" for iPad will include ten separate apps, all housed within one "mother" app. Each of the smaller apps will relate to a different track from the album, allowing people to explore and interact with the song's theme's or even make a completely new version of them.
Nine inch Nails have invited fans to remix 21 tracks which have been called the limitless potential.
Share your examples of how you have used your “box of crayons” to create fan engagement opportunities in the comment section below.