Manners for the Modern Brand

Manners for theModern Brand.Beta 0.001deepspace23 Sep 2008Dion HughesPersuasionArts & Sciences

flickr image by akaporn

“Are mostof the peopleI knowglad thatI am here?”

Munro Leaf, 1946

First of all, why?

Advertisers once got away with being obnoxious.Click to be taken to an example from my youth.

“We appear uninvited intoa strangers home.

At least we can be nice.”British Ad Guru (?)

flickr image by hugi

Any attempt at considerate behavior has been personal, rather than driven by business reality.

“360˚ Branding”1992 - ?

flickr image by fernando

Brand Manners will become imperative when you see what’s happening to the brand communications model.

The brand (and its 360˚ interpretation) used to be the interface. But our access to information means it’s more often a facade.

Brands live in small towns now.

flickr image by cmaccubbinThere’s no hiding. And people will talk.

“Only liars need to be consistent.”John Grant

flickr image by alan_light“Brand Innovation Manifesto” argues for embracing complexity.

(360˚ x n) + Time + Interaction

=Our Glorious Mess

flickr image by G N RThe new brand is as messy as a real life human being.

A brand has to be the life of the party. It has to work the room.That takes manners, humanity,deportment and wit.

flickr image by eyespive

And now for some manners.

Examples, additions,deletions, all welcome.

Be honest.

flickr image by toeiAdmit your inevitable imperfections. Set expectations. Be real.

Bring gifts.

flickr image by jillclardy

Be of value. Either in what you do for people, or the entertainment you provide.

Don’t gossip.

flickr image by ricosloungeYou have my data. Don’t sell it, share it, or lose it.

Don’t brag.

flickr image by ndrwfgg

The only person it does anything for is you. And these days, there are sooo many ways to fact check.

Do good.

flickr image by missgongandtheflickers

In social circles, those who are active in charitable works seem to have more friends.

Fight nicely.

flickr image by philippeleroyerPolitical advertising doesn’t. Mac V PC does.

Apologize quickly.

flickr image by andrea_fregnaniExample: the gift certificates Apple gave iPhone early adopters.

Do what you say you’ll do.

flickr image by luzbonita

JetBlue = Happy Jetting.Except when they’re charging $7 for a pillow.

Dress right.

flickr image by revjimAesthetics matter.

And wallflowers, beware.

flickr image by mtmont

You can try sitting it out, like Hasbro did. But then just hope a Scrabulous doesn’t happen to you.

Muffy and Ithank you.persuasionism.blogspot.com

flickr image by akaporn