All posts tagged: affinity advantage

Being liked: The danger of popularity for a brand

Wonderful, wonderful article by Neil Strauss on why we should all dislike the “Like” culture. Strauss maintains “Like” motivates us to compromise, to chase stupid metrics in a desperate search for acceptability. “There’s a growing cultural obsession with being blogged, digged, tweeted and liked,” Strauss observes, and it’s all about hitting the numbers, at the expense of having a distinctive point of view. He has a point. Today’s buzzword – influence – is really all about cultivating a following – with the emphasis on cultivating. On the one hand, that’s a very positive thing. It brings people together, it generates and mobilises conversation. It has an outreach driver that is positive and convivial. It also provides real showcase opportunities to articulate individual expertise and authority in a subject matter, which can be important platforms if you’re looking to publish, speak or consult for example. But Strauss’s point is that, when our actions are influenced by our stats, and not the other way around, the search for approval becomes a straitjacket. “Like culture is antithetical to …

Would you be a fan?

What would you do with your company’s mission statement? Would you tweet it?, Brian Solis asks in this article. Just as importantly – would you retweet it? In other words, does it carry enough meaning for you, and is it personal enough to what you strive in life for that you would literally want to put your name to it and circulate it? I love this thought because it’s a great reminder to all of us that purpose isn’t about what you’re told to do, or believe or say. It’s about what you choose to share with others. Or at least it should be. The “BBQ script”, “elevator speech”, “picket fence précis” whatever you want to call it can’t just be a set of words that you roll out on cue. It can’t just be marketing. Not if you really want people to believe you, and therefore the brand you represent. Speaking of belief, let me ask you this. How much of what you talked about, thought about, met over, reviewed, presented, rationalised, advocated, defended, …

Rediscovering trust

While the officials, scientists and insurers in Christchurch start the interminable discussions over what, when, where, why, how much and who, perhaps the toughest task of all for the authorities doesn’t lie in rebuilding the structures, but rather in bringing back the very human aspect of trust. With time, patience and enough goodwill and funding, government, insurers, investors and the private sector can restore order, power, water, services, homes, the CBD, everything that has been physically lost and damaged. But what the hell is it going to take for faith to return?