Love is everything.

4 04 2010

The other day I was sitting on a patio at a local coffee joint and watching people walk by (in a totally non-creepy way!). It was the first day of spring in Toronto, love seemed to be in the air (this won’t get any cheesier I promise) and I couldn’t help but wonder what made relationships tick.  At that very instant, I was struck by a profile on tribe.net. This was the profile of “Love is Everything“. I was amazed at how many friends Frank (the dude behind the profile) had – over 14,000! As I spent some time going through his page on Tribe I realized some critical things –

a. Frank figured out what his brand stands for, but he didn’t stop at that. Most importantly, he found a way to translate his brand promise into a cause worth pursuing.

b. Frank is truly authentic! He solely focuses on advancing his message through posts that add value to the community. He does this by giving his community content that furthers the cause.

c. Frank isn’t obsessed with himself. In fact, he hardly talks about himself on his profile.

In today’s digital economy, companies absolutely need to engage and involve their customer communities if they want to regain their business. Unfortunately, just having a great brand and brand promise is not sufficient.

A few days ago, John Bell blogged on the “Utility Brief”. I’d like to leave you with a quote from his article. Hopefully you’ll ponder over this post and share your thoughts.

“Today, consumers want their brands to deliver more value through utility, entertainment or information (the latter two are really just forms of utility). They want high quality products and services but expect brands to go beyond that to keep them as customers or to at least earn their advocacy.”

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