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Tag : Social World

Building a Truly Social Brand

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A social world favors brands and businesses that are social to the core.

Too many marketers think of social as a channel, and others think of social as merely an opportunity or a challenge.

Social is more than that, as we’ve seen with the dramatically outperforming campaigns of a series of near-instant billion-dollar brands, from Dollar Shave Club to Warby Parker to The Honest Company. But social brand thinking can also relaunch, refresh and revive brands with their roots in the pre-social age.

We proved it for Memorial Sloan-Kettering when we shifted the center of its brand marketing from reiterating its superior care and outcomes to empowering and giving voice to heroic cancer patients through our “Talk Back to Cancer” campaign. The growth of Memorial Sloan-Kettering since the launch of that campaign has been phenomenal.

We proved it again when we helped Weight Watchers put its members in the center, using our patented Selfifesto® process, and helping to turn around recruitment.

Refreshing a brand for the social world means starting with reversed assumptions. Instead of thinking of a “target” whom we need to seduce, we think about how a prospect becomes a user and then becomes a brand-lover and loyalist.

We reimagine the brand from the user’s point of view. We realized that in a world of choice, what matters is people choosing to use our brand and our marketing as part of their own campaigns for themselves! If we become part of the user’s campaign to be more, better, happier … we win.

For us, the old way is anti-social thinking, and the new way is profoundly social thinking. Social brands just win.

We track all the KPIs on our brands, every single day. So, I can assure you that this isn’t some crunchy philosophy, but rather a key insight with geometric effect on the bottom line.

It’s simply the way brands outperform today.

 

The Tale That Tells Itself

By Mark DiMassimo

A closet down the hall from my office is about half full of brooms. Whisk brooms, push brooms, straw brooms… even a few bronze and pewter miniatures.

I don’t ask for them, I don’t encourage them, but people keep on bringing. or sending them to me and they have been for years.

It started more than fifteen years ago when I wrote about leaving a senior position at a big, bureaucratic agency. “I bought a broom,” I wrote, “and showed up at a great agency I had read about in the press. I took my broom to the top guy there and I said, “I’ve realized I’d rather sweep the floors in a great place than rule a mediocre place.” (more…)

DIGO Outgrows Its Britches – Adds Business, Space.

DIGO, the agency that builds brands and businesses, is now getting to build out some new space due to building its own business. The lease of new space contiguous with the current agency offices at 220 East 23rd Street has both architects and agency team-members delighted. The new space will contain more offices and project rooms, a common area. Rumors of a wet bar are all wet, however the agency ping pong table will remain. Clients and visitors will enjoy a new reception area, and Lee will finally achieve his dream of a state-of-the-art conference room. If you haven’t been to the space lately, may we suggest stopping by for a visit and a tour in the next few months.

 

DIGO Brands Team Follicularly Dominates

There’s not really much more to say here… the mustaches have an eloquence beyond our poor power to add or detract. But I suppose I will add that it’s not everyday that you can fight prostate cancer with something you grow on your face. So, when the opportunity came along, (more…)