if a one-man brand like David Armano can inspire a community to take action and do good, why don't we feel or take action the same way when big brands reach out to us? when was the last time you kicked in some loose change to the "charity jar" at your local fast food joint? or how about when a brand volunteers time at a youth club, do you bother reading the story, does it even change your perception of that brand?
what is it that made so many people, who have never met Daniela's Family and perhaps who probably have never even met David Armano want to reach out and help?
i've been thinking a lot about this idea that i've been working on called "community voice" coupled with the spirit of creating communications that "does GOOD" vs "doing good work." do you see the difference with me?
mr. armano is a brand. a very good brand that has produced solid content where he has built the trust and respect among his fans. i'm sure it doesn't come easy for him, he has to continually work at it, creating content that is relevant, good, and most importantly conversational between him (his brand) and his readers? how many other brands do you know can do the same with such consistency?
so when mr. armano reached out to his community to share something with us that he believed in and wanted his fans to HELP, he spoke to us in his "community voice". his voice was from the heart, it was honest and sincere. it's the voice that most brands would like to have but are constrained by the limits of a :30TVC or single-page ad. and it was with that "community voice" that the David Armano brand was able to rally the "online/social media/digital" community together to do GOOD and NOT just a good piece of creative work. however, please not that this can not merely be imitated or duplicated like a PR stunt. "this isn’t the future (of marketing). It’s just another step on the way there". let's learn and lead by this example and inspire our client's and our own personal brands to do GOOD!
thanks for your time.
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