When was the last time you watched, Who Wants to Be A Millionaire? Harnessing the collective wisdom of many is a great way to find the right answer. The audience is rarely wrong.
In a recent report entitled Social Influence Marketing published by Razorfish, Bob Lord states:
"We respectfully suggest that what you say — or your agency says — about your brand or your product matters less than what your customers say about you. And what matters most to them is what your brand does."
I think this example from Cadbury is the future of advertising. It's not about what the company thinks is best for it's brand - it's about what your customers want to buy.
Several years ago I read, 'The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations', It's a book written by James Surowiecki about the aggregation of information in groups, resulting in decisions that, he argues, are often better than could have been made by any single member of the group. The book presents numerous case studies and anecdotes to illustrate its argument, and touches on several fields, primarily economics and psychology.
In a recent report entitled Social Influence Marketing published by Razorfish, Bob Lord states:
You can read the entire report here: http://fluent.razorfish.com/publication/?m=6540&l=1
I think this example from Cadbury is the future of advertising. It's not about what the company thinks is best for it's brand - it's about what your customers want to buy.