Digital Media

“Customers who choose to engage with their brands become loyal brand ambassadors, and the work they create is far more credible than anything we could say about ourselves.” – “The six laws of collaborative branding” by Jason Baer (page 7).

By allowing customers to interact with the brand, they have more of an interest in the brand and they will be more likely to recommend or mention the brand to an acquaintance. I think “ambassador” is a good word here. The customer does not define the brand – we still need the company to do that. But customers can be ambassadors for the brand and extend the reach of the brand beyond what it might other have.

Examples of marketing that made you say “Wow” or “Huh?”. Look at different marketing blogs, choose one or more and sign up to follow them through this quarter.

1. Allowing readers of the Bellingham Herald to see a list of advertisements that ran in the paper and choose if they want to see them. People miss seeing ads in the paper when they only look online and some of them probably want to check out local ads. This gives them a way to do it and expands the ads that would normally run only in print.

2. Sarah McLachlan commercial to support Society for Prevention of Animal Cruelty. Plays “Angel” while showing video of abused or abandoned animals. Reaches out to get an emotional reaction.