What You Do vs. What You Did
Via the WOMWatch blog …
My advice is simple: take a (calculated) risk. Christian Haas, our group director of online advertising and our viral expert, says, "Stay consistent with what your brand stands for, but remember that sometimes the edgier the content, the higher the viral factor. You have to stretch beyond your brand comfort zone to capitalize on the power of viral."
I have a different take. As a student of Sethology, my advice to clients is to spend dollars to make the product more remarkable, not to make the word of mouth tactic more remarkable. Otherwise, all people will be talking about is what your company did and not what your company does.
When working with clients, I stress the importance of TELLING THE STORY and not Making Up a Story.
TELLING THE STORY is about designing marketing communications to deliver on the promise all the while being clever, savvy, authentic, and true to the brand. It’s about treating consumers as being interesting and interested.
While, Making Up a Story is when marketers engage in outrageously gimmicky attention-grabbing antics that over-promise and woefully under-deliver. These marketers treat consumers as being boring, indifferent, and brainlessly gullible.
To me, the Subservient Chicken, Ugoff, Dr. Angus, and The King are diversionary marketing actions designed to get consumers to focus on the kooky creative Burger King did and not on the food Burger King does.
Sure, people are talking about The King on blogs and such … but no one is talking about the breakfast goodies The King is hawking. As a marketer, I want people talking about what a company does and not what they did. Dig?