Don’t Follow The Lead of Edward VIII
It’s fashionable to say that brand control has switched
from companies to consumers.
I can’t recall a time when consumers were not in control,
however, thanks to social platforms like Facebook,
consumers have more influence over a brand than they
had a decade ago.
They have the power to enhance or destroy brands –
but only if the brand-builders do an “Edward VIII”.
He abdicated the throne in 1936, walking away from
his responsibilities to the people of the UK and the
dominions of the British Empire.
As accountable marketers, we can’t do the same. We
have to do all in our power to serve, protect and defend
the brands we represent!