Brands must become Publishers

“A brand is what people say about your product, service, or company – when you’re not in the room”, according to John Battelle.

And we know there is a lot of hypocrisy in the world. In fact, a brand is the real conversation people have about your company and its products.

If your brand has a voice can defense by itself, otherwise will remain quiet. Brands have to talk with a Publishing Strategy because they intent communicate a message and that process requires feedback. If they talk to customers, they have to stay there, listen and then answer back.

But when I say publishing some people get confused because there are many media to publish. Actually, Publishing has been changing from printed brochures till Internet. A brand can create a public event to publish itself rather than running an ad on TV. It would be also much cheaper.

For Battele, Publishing means connecting a community through the art and science of communication. I agree but I will omit the words “art and science of”, as I prefer simple sentences and also, the way you communicate is implicit in the process.

There are some brands that not necessarily are selling products, but sacredly talk to you, just like your neighbor stops to say “Good Morning” everyday. This is how they grow and become recognizable.

To bring an example, a friend of mine, Catalina Alba; decided to take a break from advertising by joining some cooking lessons. Since then, started a blog and kept posting everything she was making in class, she explains the recipe that simple that people get the feeling that is easy. And when post those amazing pictures of the final product. Yummy!

People start following her blog and following her twitter too, as she uses the Twitcam to show how simple is to make great food. Now brands are looking for her, actually for the brand she built “Lo que se cocina en esta casa” / “What’s cooking in this house”.

Have a look at her site and learn from a extraordinary friend, creative and chef.


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