You Brand

Let me first explain what this post is not: It is not another comment on his incredible performances in Berlin and won’t attempt to analyze his relationship with the brand that supplies his running shoes.

Rather it is a post about decision and resulting action.

When Usain Bolt got his first running shoes – I assume he still had to buy them back then – he knew beforehand that he wanted to become a runner and to do what it takes to become a successful one. In other words, he didn’t get the running shoes to perform a task he previously performed with other shoes (like going to school or to the beach or shopping or whatever). He got them to run as quickly as possible on the track. He also realized that it requires a special, different attitude (training, nutrition etc.) to be really good at that.

Looking at many corporations and the way the treat social media, we find that they are not acting like Usain Bolt: They treat social media just like another marketing tool (i.e. just like another normal shoe) and refuse to realize that it requires a change in attitude.

If they want to be successful in social media, they have to commit to it beforehand and adhere to the rules that apply there. As long as they don’t change, they won’t be successful. Just like Usain Bolt wouldn’t have been successful wearing his running shoes to go to the beach or wearing street shoes to run on the track

Schlagworte: brand, change, Marketing, media, social

Dieser Beitrag wurde vor am Montag, 24. August 2009 um 14:20 Uhr veröffentlicht und unter News gespeichert. You can follow any responses to this entry through the RSS 2.0 feed. Sie können einen Kommentar hinterlassen oder einen Trackback von Ihrer Website hierher setzen.