marketing monday: the distributed brand

As someone who consults on communications and engagement for the Distributed Energy industry, it is clear that the future of communications is The Distributed Brand. Recent research from one of firm Weber Shandwick’s sister agencies, Universal McCann, backs this up. According to their Wave 5 – the Socialization of Brands study, findings included:

a company’s branded website as a destination for consumers is dropping – from 85% to 75% over the past three years – with more attention going to social platforms and mobile applications.

globally, nearly half of active internet users claim to have joined a brand community. Many join such a community to gain access to free content (69.6%), but the higher motivations are to learn (78.6%) and to get access to advance news of products (76.1%). In other words, people was first access to news and information.

of those joining a brand community, 72% said they thought more positively of the brand as a result, 71% said they are more likely to buy the brand, 66% said they felt more loyal to the brand and 63% said they recommended others to join.

At the same time, as someone who came out of the content creation business (I previously produced feature-length films, launched a magazine and newsletter, and worked as a journalist) it is also clear that one of the most important ways to become a distributed brand is to be a great content creator or co-creator, and to use that creation as a means of engaging communities. If you’re interested, some insights on this trend. My favorite: “the Chief Content Officer will be the CMO of the future.” Perhaps an exaggeration, but certainly the role of content and how to socialize it is making The Distributed Brand a shift that cannot be ignored.

Characteristics of Distributed Energy that can be applied to the Distributed Brand:

Both are about getting a solution to the point of use

Both are smaller scale and modular

Both are about peer to peer or many to many, not one to many

Both allow integration of other ancillary applications