By Chuck Brymer (auth.)

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Extra resources for The Nature of Marketing: Marketing to the Swarm as well as the Herd

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In my view, influencing these communities represents the higher purpose of marketing, and will create powerful leverage for strong brands. 34 CHAPTER 3 Welcome to the Age of Reference, Not Deference T his past century was a great time to be in my profession of advertising. It was great because we had more power to influence people than any other business on the face of the Earth. We could take a product, create a message around it, and attract consumers to it. We turned products into brands, and brands into icons.

For example, I don’t know if we should be advertising on social networking sites five years from now, but I do know that you will need to build a community around your brand. These and many other principles are becoming the new currency of marketing. I am also going to take you on a journey of discovery that will lead you to ask some questions of your own, because we don’t know all of the answers yet. At the same time, research has already taught us a valuable lesson about where we are heading, as both consumers and as a culture.

Traditional marketing thinking has always been to reach small percentages of a large population group. Why not expand this brute-force perspective to one where we attract and influence the “scouts” who can in turn influence the rest of us? The customers who post their opinions online, the bloggers, and the early adopters all play 21 The Nature of Marketing a role in linking us to communities – and more importantly, membership in this fraternity of influencers is now as close as someone’s Internet connection.

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