The advent and proliferation of social media has caused a sea change in the way marketers think about brands. As Christopher F. Carfi, CEO of Cerado, Inc. says in his blog The Social Customer Manifesto:

“The ease of access to social media has flattened and democratized the market/bazaar. Instead of those with the loudest megaphones and billion dollar marketing budgets running roughshod over customers, we, the customers, now have the ability to critique, to talk back and to connect with each others and share stories and opinions. What does this mean for marketing? It means that the old, top-down hierarchy of searing brands into the consumer psyche is done. Over. Finished.”

Well said. So if consumers own the brand, why is it that we marketers keep trying to force them to behave one way or another? To shop at a certain time or place? Why not let them have their way with us, figuratively speaking of course. Today financial analysts announced what the world already knew, that the US is in a recession (gasp.) And boy it’s a doozy. With the Christmas shopping season upon us, all eyes are watching major retailers for signs of recovery or failure. Giant retailers, in a frenzied competition to increase their slice of the holiday pie, announce outrageous sales one after the other: Half Off Midnight to 6AM. Save 20% Online Only. Valid This Sunday 9-Noon. Are you kidding me?

Just when I thought everyone had completely lost their mind, a modest red mailer arrived in my mailbox. In it, Restoration Hardware Chairman and CEO Gary Friedman had this to say:

“Dear Friends,
As thoughts turn to decorating for the holidays and buying gifts for those we love, I’m sure that the economy is also on your mind. In the spirit of giving, I’m very pleased to offer you, our most valued and loyal customers, a special holiday gift. Enclosed is a preferred holiday discount card, which entitles you to save 20% in our stores, catalogs and online. Please use this card as many times as you’d like from now through December 24. The news says you’ll spend less this holiday season, and with this card you will. Enjoy.”

Bravo Mr. Friedman. Bravo.

This entry was posted on Monday, November 17th, 2008 at 10:43 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.