The brand marketing misconception

What is the single most erroneous belief brands hold about their customers? Is it related to the way people buy? Marketing channels? Shifting consumer demands?

No.

The biggest misconception about customers is that brands still control the marketing communication. This, of course, couldn’t be further from reality.

Sure, there was a time when brands controlled the communication. But that was several decades ago.

Today, customers hold all the communication cards. Customers dictate when, where and how they prefer to hear from brands.

Some brands still go about their business as if they control the cadence and incentives of marketing messaging. 

The balance of power has shifted. Knowing when your tribe is accessible can help you engage properly and more effectively.