MediaPost columnist Trevor Wade, global marketing director at brand agency Landor, hits many of the keys to bringing customers into the business and marketing process at TheSkimm, littleBits, and Salesforce.
Managing by community isn’t merely an add-on tool or a new social channel to push out messaging. It’s a fundamentally different way of thinking about brand management. As with any major shift, it’s crucial to determine the right approach, and we’ve given that a lot of thought this past year. In fact, we’ve worked with our own clients to co-create a framework for managing brands by community.