There’s been a song going around for a while now called ‘Say Something’. I suppose it’s about a girl and a boy and a relationship, but it’s become somewhat of a brand anthem for me. Not because I’m the least romantic guy in the world, but because it’s such a fundamental mistake I see happening over and over and over again out there in Brandland.
I hear all sorts of reasons why business isn’t good. But fundamentally, I also see brands saying sweet fuck all, then wondering why no-one’s listening. I see them talk about how they’re discounting, but I don’t see them first establishing real worth and value so that the discount is meaningful. 20% off a piece of dog turd doesn’t represent good value. Unless I really want a dog turd. (Which, for the record, is unlikely.)
Even more so, I don’t see them saying anything worth listening to in the first place. In a busy, loud, Great Big World, customers need to have a reason to tune in, in the first place. To pay attention. To connect and engage. And if you’re not saying something, it’s no wonder they’re giving up on you.
(Originally posted on MADtown.)