Being the avid blog reader that I am, I often hear social media specialists utter the words, “you no longer own your brand.” Now, read that sentence again and imagine you’re a business owner or a marketing officer, “you no longer own your brand.” Quite heavy to take, yes?
But what does it actually mean though? Do these people ever actually explain in great detail their reasons behind making such a statement? If I’m a business owner or a marketing officer I want to know (in great detail please!) how and why I no longer own the brand I’ve carefully and painstakingly created over the years.
Well, now there’s a recently published book that not only explains how consumers are taking control of brands, but how brands are effectively leveraging the consumer by being “smart enough to recognise that people around the globe – emboldened and enthused by a new spirit of enquiry and self-expression, and powered by the internet – have changed the rules of the game”
It’s co-authored by my mate David Brain along with Martin Thomas, the book is titled Crowd Surfing and it’s available to buy on Amazon.
Looking forward to the official launch at the famous Groucho Club later this month.
And just realised that I had the option to link to either the Groucho Club’s website (which looks a bit crap) or the Wikipedia entry which tells you pretty much everything you need to know about the club on one page. I went for the one that was created by the crowd.
Crowdsurfing from David Brain on Vimeo.
Stephen is a communications consultant based out of the UK. You can connect with him on Twitter or check out his LinkedIn profile. | Email Stephen
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