Over the last month, I have been doing a lot of research on brand development, customer engagement, and community building. After going through half a dozen of the latest books on the subject, one has really stood out – Wikibrands by Sean Moffitt and Mike Dover.
I like how the book covers strategies and tactics along with plenty of example of businesses that are succeeding by co-creating branding efforts with their most engaged customers. If you are looking to build a brand community or for ways to improve your social business, this book has a lot to offer.
The following are some quick insights from the book that I wanted to share (format inspired by Dharmesh Shah’s review of the Lean Startup):
- The litmus test for a thriving business in this marketplace is, “Does your brand deliver genuine participation?”
- How businesses create value through brands will be transformed by the relationships and experiences these businesses have with their customers.
- In today’s economy, building brand value has become more a function of what you actually do rather than what you say you do.
- Wikibranding is about something larger than social media or new marketing, it’s really about “social business” – a business imperative.
- Your CEO really wants to lead a wikibrand; he or she just doesnt know it yet.
- Wikibranding requires a shift in company focus from top-down consumer communication to consumer collaboration.
- The companies and brands that lead in customer collaborative spaces tend to have a driving ethos that makes their people and fans go the extra mile.
- Good wikikbrand efforts represent a mixture of an organization’s perspective and a mosaic of customer views.
- Language and content are the special ingredients that grease the wikibrand conveyor belt.
- Big companies are like the high school prom queen – the don’t flirt with anybody because they don’t think they have to.
- Once you have attracted from the world out there, the influence meter starts over.
- The best customer communities are neither brand dictatorships nor radical experiments in open source development.
- Wikibranding cannot be a siloed functional exercise.
Would love to hear if any of these points resonate with you or any others to add?
Image Credit: ausnahmezustand