The Relationship Era Inspires at SxSW
The Relationship Era Inspires at SxSW
During SxSW Mark McKinney and Dan Patterson (of imc2) presented the idea of a new era in marketing that is more focused on brand sustainability than the prevailing promote –> persuade –> sell model on which the industry has relied for the last 50 years or so (and that is less effective). The general consensus among participants was that having this conversation is a great start but there is still a lot of work to be done if this evolution to the relationship era is to take place sooner than later.
The Relationship Era Core Conversation was one of the best at SxSW. Cutting edge strategic thoughts were openly discussed and debated by people from agencies and brands throughout the country – it’s only a matter of time before this sort of thinking dominates live strategic brand positioning discussions.
I wonder what kind of things brands and agencies are doing to facilitate this process. Are they concentrating on social and mobile initiatives?
In relation to this post, also at SxSWi, Gary Vaynerchuk talks about how brands need to stop pretending that they care about their consumers. If they want to build relationships they need to be authentic: http://bit.ly/94JOtv