Cultivating brand potential

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Should brands be our friends?

Posted by: Jo Briton

Categories: Branding, Digital,

Wed, 05 Aug 2015

Do you have certain brands that you follow on social media? I have the odd few that I support, usually charities but sometimes services or products.  I may ‘like’ or comment on a few posts, sometimes favourite or retweet things that I think are interesting, important or amusing.


What I don’t like though is when brands try to talk to me like they are a person, I find it rather odd, they are not my friends I am their customer or potential client, not someone they go down the pub with.

So I found this article on Campaign Live suitably interesting: where brands are encouraged to ditch what the journalist and blogger Tshepo Mokoena this month called brand’s "faux chummy behaviour".  Is it time to go back to the crisp and clear advertising messages?


What started out with Innocent in 1999 has now gathered momentum with most customer brands trying to be your mate. So is Mokoena right when she says "Let’s get back to the good old days when you could tell your real friends were the ones not trying to sell you stuff"?
Read the article here and find out what other marketers think.


Source: Campaign Live




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