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Galileo was hung in effigy for his claim that the sun was the true center of the solar system. Our theory is slightly less heretical. Since customers’ perceptions of your brand are reality, why not celebrate the love that your best customers have for your brand in your advertising? At the center of your brand’s universe is a customer who loves it in a specific and profound way. Our programs, in their many forms, give that passion a voice and a strong advocate.
To understand the nature of Customer-Centric advertising you must first accept that you don’t own your brand. Your brand is an idea…the collection of thoughts that leap to someone’s mind when your brand is mentioned. Your brand, no matter how big, resides in the tiniest recesses of your customers’ memory banks, along with all the other data they are storing. Your customers own your brand.
You must also accept that you don’t own thoughts either. The unifying quality of all humans is absolute faith in our own infallibility. Once we decide something is what it is, we are loath to change our minds because it means admitting error. Customers are not going to believe anything to the contrary, anyway.
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