Last week, I went to a conference at the Columbia Business School, and I saw a presentation by Columbia Professor and branding expert David Rogers. He was giving a summary of major themes the emerged from a recent branding conference that he organized. In the aftermath of “The Conversation” and “DIY Days,” I wanted to share these ideas with the indie film community as we grapple with our own branding strategies going forward. I’ll just tick off the major points here, and you’ll have to go to David’s blog to see the explanations.
1. Stop thinking of customers as individuals. Start thinking of them as networks.
2. No customer is statistically insignificant.
3. Be the influencer.
4. Lower the barriers to entry for customers, and raise your level of expectations.
5. Shift from mindless to mindful consumption.
6. True innovation balances emotional & functional design.
7. Leverage untapped potential in your organization.
8. Culture eats strategy for lunch.
9. You are not in the business that you think you are in.
Check out the David Rogers blog to see the details. I hope you find this useful.