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Seth's Blog: Permission Marketing

Seth's Blog: Permission Marketing
Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention. Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there's no way they can get their attention back if they change their mind. Real permission is different from presumed or legalistic permission. Real permission works like this: if you stop showing up, people complain, they ask where you went. I got a note from a Daily Candy reader the other day. Permission is like dating. One of the key drivers of permission marketing, in addition to the scarcity of attention, is the extraordinarily low cost of dripping to people who want to hear from you.

Seth's Blog: Tribe Management Brand management is so 1999. Brand management was top down, internally focused, political and money based. It involved an MBA managing the brand, the ads, the shelf space, etc. The MBA argued with product development and manufacturing to get decent stuff, and with the CFO to get more cash to spend on ads. Tribe management is a whole different way of looking at the world. It starts with permission, the understanding that the real asset most organizations can build isn't an amorphous brand but is in fact the privilege of delivering anticipated, personal and relevant messages to people who want to get them. It adds to that the fact that what people really want is the ability to connect to each other, not to companies. And of course, since this is so important, product development and manufacturing and the CFO work for the tribal manager. Instead of looking for customers for your products, you seek out products (and services) for the tribe. Who does this work for?

High End Branding Blog » Blog Archive » How to react if somebody writes about your For our first post of the new year, I wanted to touch on two questions that often crop up when we talk to clients about their online presence and how they are and could use social media: “If somebody talks about us online, should we respond?”“If we respond, what is the best way of doing this?” This can be a difficult set of questions for brands to answer. Of course, this still leaves a lot of unanswered questions about how to act in specific circumstances and what we’ve really wanted is to have a crib sheet for these brands. I really like this approach, for four reasons: It recognises that it is not always appropriate to “join the conversation”.

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