The future of brand and communications planning
In nature, mutualistic relationships are based on mutually beneficial exchanges between interdependent species: Like the Clown Fish and Sea Anemone, who live side-by-side and protect each other from their predators. It’s a ‘win-win’ form of symbiosis that’s been defined as ‘a state of reciprocity or sharing’. Mutualistic relationships like this are balanced, equitable and sustainable.
I believe that brands and their agencies need to tap into the concept of mutuality, by forging more mutually beneficial and open relationships with people. This idea came out of my response to an Admap competition called ‘Planning 3.0: the planning landscape in 2020′. It got me thinking about the future. I noticed how the concept of mutuality addresses so many of the big challenges facing brands and their agencies today.
Mutuality means brands giving more value to people: higher performing products, more entertaining, useful, socially conscious brand experiences and better rewards for loyalty. In return, people will reward brands with their loyalty, advocacy, data-openness and feedback.
Mutuality is also about closer collaboration within client organisations and between their agencies: sharing the IP and revenue on new technologies, involving employees in innovation processes and replacing inter-agency competitiveness with cooperation.
I’m interested in how Conversations strategy can encourage more mutualistic business decisions. This means observing what people say and do (on and offline) and inspiring engaging discussions that both deepen insight and strengthen relationships.
Conversations Strategy sits at the intersection of market research, social media, brand and comms. planning, psychology and technology….(it’s a busy intersection but I like it there)….
I’d love to hear about any examples of mutualistic brand and communications or indeed any theories, technologies or ideas that might help inspire them…