employee media

I'm posting an article that Anthony (from Red Sky Insights) and I have written about why employees should be thought of as brand's most important media, but how to frequently that aspect of employee relations is ignored. I would be very interested to hear people's comments.

In essence, our argument is as follows. Much of the conversation about media has involved talk about the demise of the 30 second spot, the need to diversify media usage etc. But they key consumer truth that we need to constantly focus on is the overall cynicism or frustration with corporate marketing (and corporatism), and the renewed focus on real experience. Word of mouth, community, product design, what you see in a store: these are the things that truly build brands - media and communications only help amplify the message.

Yet very few companies are truly training or incenting employees to deliver brands. Those companies that do, reap the benefits. Whole Foods, Starbucks and others did not need to spend a large amount of money on advertising, because word of the in store experience spread like wildfire. An in-store experience formulated entirely by employees, who are motivated by the traingin they receive and the culture that surrounds them. Other companies have to constantly compensate for their in store experience with price deals and advertising that feels forced (are you really "loving it" when you go to a McDonalds).

I do not think this is something most people would disagree with. But it is an area very few people make an effort to address. To often it involves major culture change and the need to rally an entire organization around a brand. Imagine that :)