Influx

It’s easy to get wrapped up in the need to move closer to the consumer and become more approachable.

The more you Tweet and Facebook friend your consumers, there’s always the potential that you loose your point of view and edge because you’re so busy trying to be “them” and cater to their every whim.

Very quickly, you want to be all things to all people, your target audience becomes everyone and focus groups in Des Moines become the judges of your advertising.

It takes me back to this classic HHCL spot that shows a company so committed to its products and beliefs that its prepared to go to war. Obviously, tongue-in-cheek, but you do take away the idea that this company makes products it really believes in.

While social media and approachability are important, having the guts to have focus and a point of view is worth more than anything.

Posted by Ed Cotton