From the mailbag:
Question (edited):
I teach Marketing for the Performing Arts. Last night we did a WOM 101 session on material from your book and notes from the conference. One student was concerned that if arts marketers give up control of the message, how might that impact an organization’s branding? Have you seen instances where it becomes diluted or damaged via WOM channels?
Answer:
What makes you think that you ever had control of the message in the first place? The whole world is talking about you – offline, online, everywhere. The only choice is to join in and participate, or you have no influence at all. It’s already happening!
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{ 2 comments }
Andy-
That is a great answer to a common misconception. I think most companies think they have a certain brand image/message but it is always the interpretation and/or perception of that message that lives on. Btw.. I just heard your WOM seminar on MarketingProfs site. Great job!
If only the whole world really WERE talking about the performing arts. Of course, I’m operating under the assumption that the class is focusing on marketing something more erudite than the latest Britney Spears tour. I’d ask my students this…What would Cirque du Soleil do?
http://www.cirquedusoleil.com/NR/exeres/000134a1riprcfcbidtmskvo/message_list.asp?NRMODE=Published&NRORIGINALURL=%2fCirqueDuSoleil%2fen%2fclubcirque%2fcommunity%2fmessage_list%2ehtm&NRNODEGUID=%7b28C6B85B-AC50-4172-AB4E-08B5492088CC%7d&NRQUERYTERMINATOR=1&cookie%5Ftest=1
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