I was devasted. A broken man. My life was over and I didn’t even have a driver’s license yet.
And then I was saved by REO Speedwagon.
When Kevin Cronin came on the radio and belted out “if that’s the way you want it baby, then I don’t want you around” I was suddenly empowered! I wasn’t going to let this tramp ruin me. It was game on.
We all have those songs that speak to us on a deeply personal level, when it sounds like the singer is singing just to you.
That’s what makes rock ‘n roll such a great template for sharing branding and business lessons… the human connection.
Great brands today are becoming increasingly human. Smart marketers are realizing that people don’t form lasting bonds with faceless corporations. We bond with humans. We bond with those who show us respect, love, care, and interest. We bond with other imperfect beings who aren’t afraid to bare their souls and expose their flaws now and then.
For a long time, marketers have pushed messages at people.
Today’s smart marketers are giving back, talking, sharing, offering support, showing some love, and engaging in meaningful dialogue. They are singing to you and with you, not talking at you.
Marketing that pushes is the annoying guy at the party who won’t stop talking about himself. You can’t wait to get rid of him.
Marketing that engages is the person at the party who everybody wants to be around, because the conversation is so rewarding. When you get to the party, you look for that person.
Which person do you want your company to be?
Being original, creative, honest, and generous are themes well explored by Gary Vaynerchuk in his new book The Thank You Economy. I’m reading it now, and it is speaking directly to me the same way Kevin Cronin once did. Thank you, Gary.
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