The most important change for brands brought about by the digital revolution is that brands can DO THINGS now. They always could but the digital revolution seems to have enabled and empowered them to do much more, providing real utility to consumers.
Until recently, brands have been driven almost exclusively by “messaging” and “communications”…in fact, most brands are still exclusively focused on this. Yes, digital/social has allowed the message to evolve from being a one-way monologue to being a two-way dialogue. But an even more important change brought about by the digital revolution is that brands can now do less talking and more doing. This is the difference between Utilitarian Marketing and Advertising (traditional or digital).
A great example of a brand ‘doing’ is Charmin’s Sit or Squat app. Thanks to this useful app, I can now find the cleanest public restrooms near my location…loaded with all sorts of great social advice from previous patrons.
This is offering your audience relevant and real utility. Something that you can keep on you iPhone screen that adds real value to your life…and is totally related to the brand’s essence; such an app would not make sense for a car or shampoo manufacturer.
This is fundamentally different than the old model where you would simply communicate a message about the three ply tissue that Charmin has. This is fundamentally different than the old model where you’d pay a celebrity to endorse your product. This is fundamentally different from engaging in polite conversation with a disgruntled consumer in public on Facebook rather than how it used to happen in private with customer service.
