Corporate and brand communications hasn't kept pace with technology.It is still grounded in positioning statements, straplines and brand promises.
People are savvy to it and want to engage, partner and be part of a brand. They want to like the page, follow the twitter feed and wear the t-shirt.
Rappers get it. They leveraged their brands across multi media years before anyone mentioned content strategy. They understand that people love what they do and when people love what you do they want to make it a part of their lives. Then it is simply a matter of creating conversations. That could be a tour or getting your new album played on Mars.
It gets harder for business. One bloke doesn't turn to another in the pub and compliment him on his lack of dandruff. It can be done. It just needs a bit a creativity and a some bloody mindedness at the board table.
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