Brand Swarming
In Ad Age’s yearly review of trends they’ve identified ‘Brand Swarming’.
Marketers will move decidedly in the direction of DDB CEO Chuck Brymer’s “swarm theory” — the notion that people and their opinions coalesce to form critical forces that massively influence marketplace ideas and concepts. “Swarm theory” will elevate social networking to new levels, confirming the immense impact that consumers have on each another. Marketers that embrace this trend can form consumer brand “advocates” and drive brand loyalty and trust to new heights — if done responsibly.
Facebook has already dipped its toe in the water with Beacon with disastrous consequences. Hopefully their next foray will be done less ham-fistedly.
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