The continuous rise of the influencer is my new favourite trend from 2015. While I was preparing my most recent keynote speakers’ series I was researching trends in Influencer Marketing, and I realised how far we had come. Before the internet, our influencers were our news readers, politicians and celebrities; and they could influence buyer behaviour whether they were an expert in the product or service being promoted or not.
Think about the biggest corporations you can. What do you think of? Is it their logo (the swoosh), their slogan (Just do It), a specific color scheme (black and white), or a product (a running shoe)? If you’re Nike, that’s all I have to say to connect you to the brand, but we’re not all Nike; after all, that calibre of brand equity takes DECADES and millions, no BILLIONS of dollars to establish. But just like Nike, your brand simply must be your own unique footprint (no pun intended); and it must be one that nobody can ever replicate or come close to.
Maybe it’s the feeling you associate with the end product and the outcome it delivered, or maybe it’s the branded bag you kept to re-use later.
Yesterday I sat in a really interesting presentation; you know where you find yourself leaning forward and sitting on the front of your seat? Well, this was one of those. I was watching one of Australia’s leading agents of change in Real Estate address a team of property agents about the inevitable change facing their industry.
For me, it was a powerful glimpse into an industry I know well, both as a consultant and as a client. Everything Mark McLeod said to his audience resonated with me, because I’d heard a similar diatribe many times before in the boardrooms of the traditional media organisations I had worked with over the last 25 years. It was that familiar and awakening warning