Why this blog?

A friend and I were having a debate on whether or not there was such a thing as a digital planner. Did being a good offline account planner automatically mean you could be a good digital one? What does it take? Since I love my job and the power it gives me to be a consumer champion I've decided to embark on a journey to prove that a 'traditional planner' can embrace the digital world.

Realising that I am going to be pulling from several sources who know what they are talking about and that there must be other planners out there in my shoes, I thought it would be worth blogging what I find. At the very least it's a good place to pull together everything for me. Without this I have a strange feeling that I will be as redundant as the banker who said 'yes buying another bank's bad debt is a really good idea'; wish me luck.

Wednesday, 11 August 2010

Respect: The Key to a Brand's survival in the Social Age

With the blossoming of social media a brand's failing is often recorded and spread quickly through peer to peer reviews which is trusted by 78% of people. That's over five times more than the number of people who trust the brand's own TV ads. Pretty powerful stuff. Every brand will deliver customer experiences that are not up to scratch, that is the nature of this imperfect world. In order to survive these hiccups brands more than anything need to gain the respect of the people it is hoping to engage.

I believe that respect is even more important today than ever before. You see, if you respect someone or something you talk about them generously, you allow yourself to agree to disagree with them because you believe in them even if you don't always share in their beliefs, and you forgive their foibles because you trust they get it right most of the time.

Brands who have earned respect will fair better than others in this transparent Social Age.

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