via Only Dead Fish
thru conversation. a must read for anyone in business, large or small. basic message. if brands want a relationship w/their customers, talk to us like...ummm, we're people, and not like some marketing robot reciting a positioning statement. i'd like to kick this over to some brand managers i know w/their shiny MBAs and CYA briefs.
2 comments:
Favorite line: "Learning to speak with a human voice is not a parlor trick. It can’t be ‘picked up’ at some tony conference. To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community."
We in advertising often treat "authenticity" as if it were a trope, one rhetorical tool among many.
ah man, that's a sweet line. btw, i had to look up "trope." me learned a new word today. thanks.
i have a file cabinet full of project briefs and brand manifestos filled with tropes. not from me of course.
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