Brands as BFFs – and risks and rewards

If you think about this for a second, I’m sure you’ll agree you are more likely to respond favorably to a thought, comment, idea, recommendation or other information that comes from someone you like, respect, want to be like and/or admire. 

The same can be said for brands. Dr. Robert B. Cialdini makes this point when he identifies “Liking” – the fifth of six principles of persuasion he outlines in his 1984 work, Influence: The Psychology of Persuasion.* 

Reams of research show consumers are skeptical of brands for a host of reasons. It’s your (and every marketer’s) job to find a way to counter this by making your brand something people relate to on a personal level. Can you make what the brand represents something that’s viewed in as positive light as possible. Is is possible to have the brand be thought of as something that supports a consumer’s point of view and something that, well, the consumer feels is their friend. How can you achieve this? Dr. Cialdini has a few ideas. . . .

You have a crisis. Do you have a plan?

There are web postings galore that deal with crisis communications.* The problem is, however, that once you’re in crisis, it’s far too late to start reading them. More than anything, this post is to encourage you to proactively envision situations that could imperil your company’s reputation and figure out way in advance what you’d do to mitigate any damage.

The Proper Authority

It’s likely you are more prone to act on or adopt a point of view based on the argument of someone who obviously knows what they’re talking about as opposed to someone who obviously doesn’t. We’ve all been in situations where we can identify the exact moment we’ve decided to reject someone’s argument because it’s become glaringly apparent the person can’t credibly defend their point of view or seems to be making things up as the moment requires.