Image: Courtesy of Pentagram
You go to a big party and you meet them all: The life and soul of the party, introverts, couples just focusing on themselves, party poopers, the networker, social butterfly. Brands are a little bit like people. Some are meant to be social, some are better off just hiding in their corporate office.
Let’s face it, most people don’t care what a company thinks about things. Do you care about Mercedes-Benz’ mission statement?
We invented the automobile – now we are passionately shaping its future. As a pioneer of automotive engineering, we feel inspired and obliged to continue this proud tradition with groundbreaking technologies and high-quality products.
“We invented the automobile – now we are passionately shaping its future. As a pioneer of automotive engineering, we feel inspired and obliged to continue this proud tradition with groundbreaking technologies and high-quality products.
Our philosophy is clear: we give our best for customers who expect the best – and we live a culture of excellence that is based on shared values. Our corporate history is full of innovations and pioneering achievements; they are the foundation and ongoing stimulus for our claim to leadership in the automotive industry.
The principle of sustainable mobility underlies all of our thoughts and actions. Our goal is to successfully meet the demands of future mobility. And in doing so, we intend to create lasting value – for our shareholders, customers and workforce, and for society in general.”
Are you still awake? This might be important to employees and stakeholders of the company. But as a buyer, I don’t care about your philosophy, your mission or vision. I care that you deliver a sexy, reliable car that makes me feel good about myself. Or whatever your reasons are to buy a car.
The majority of people don’t want to be friend with a brand. They want a brand to do their job and do it better than the competition. Actually, I prefer brands focusing on doing their job and deliver more usefulness to me. I’d rather you stay away from the big Social party and come up with new ideas/services that make my life easier/more delightful.
Still, too many brands are doing social for the sake of doing social. (“We have to be at the party, man.”) They might be better off being anti-social and stay away from the social party crowd. Instead, focusing on social where the brand has weaknesses (Customer Service, Support, Research). There’s nothing wrong with being a socially awkward introvert. Just ask Apple.
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