Connection > conversation > humility > passion > transparency > fun

For decades marketing has been all about interrupting people’s lives with unremitting one-way broadcasting of brand messages:

BUY THIS PRODUCT!

USE THIS SERVICE!

ATTEND THIS EVENT!

VOTE FOR THIS PERSON!

It’s been based on tightly held notions that you spend lots of money buying airtime and print media space to promote your wares, and if that didn’t work, buy more airtime and print media space!

Yet the world has undergone deep-seated change – technology has fundamentally transformed the way we are communicating with each other, the way we are connecting and collaborating as individuals and society as a whole.

In turn this has paved the way for a new way of doing business – a better and smarter way to communicate your brand in today’s highly personalized networked marketplace.

Leading the way are companies and organizations I refer to as ‘SWEAT EQUITY’ brands.

SWEAT EQUITY brands are:

• at the forefront of the social media revolution;
• open to new ideas and collaborative projects;
• active in sharing ideas, stories, knowledge and information;
• socially-aware and respectful of the community in which they operate.

Importantly, SWEAT EQUITY brands are connected and conversational, humble, passionate, transparent and fun.

What about your brand? Does it tick any of these boxes?