We don’t expect perfection from our friends on Facebook. Why should we expect it from brands that share the same space?
Companies are comprised of people, who inherently make mistakes. As our online identities absorb our “true selves”, businesses must adapt to suit this transparency. No more fake smiles.
Contents Magazine contributor Melissa Rach refers to a Trendwatching 2012 report that notes “flawsome” retailers catching on. These brands “are honest about their flaws, [and] show some empathy, generosity, humility, flexibility, maturity, humor, and dare we say it, some character and humanity” (Trendwatching.com).
Should you adopt a “flawsome” strategy for your online branding? Consider your goals first. “Flawsome” brands
A “flawsome” brand strategy will not fit every company’s goals. For those that have mastered conflict resolution and maintaining reputation with “flawsome” tactics, the results show that audiences do respond positively to the concept.
Trendwatching.com uses a Domino’s Pizza incident from July 2011 to showcase “flawsome” marketing in action. Take a look here (http://trendwatching.com/trends/12trends2012/?flawsome).
Does the Domino’s situation seem familiar? “Flawsome” might work for your brand. Consider these web choices:
“Flawsome” brands use these tactics because they understand that the door between online and mainstream culture is closing fast. Users want “real” experiences, and genuine interactions with the brands that they share space with in online communities.
Get real, friends.
Rach, Melissa. “We Can All Learn From Retail? I’ll Buy That.” Contents Magazine: http://contentsmagazine.com/articles/we-can-all-learn-from-retail-ill-buy-that/
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