13 Tweetable Insights from WikiBrands

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