I had lunch yesterday with Jennifer Rice, author of the What’s Your Brand Mantra? blog. What a great experience. Her knowledge about the power of blogging and marketing was inspiring. One of the great things I’m learning about the blogosphere is that it creates a new equal footing for dialogue. There is the possibility of a new synchronicity between companies and customers. In one of my favorite books, The Natural History of the Senses, author Diane Ackerman asks an interesting question: If a red apple falls from a tree and nobody sees it, is it still red? Ackerman’s answer is no; the color red is dependent on the light that is reflected off of the apple and onto our own retina. Most of us see the world with at least slightly different perspectives yet we find common meaning through interacting with each other in an intimate dialogue. I find it interesting that when humans enter REM sleep our bodies operate at a frequency of 8 to 13 hertz. The earth’s natural rhythm is 10 hertz. We seek synchronicity, and organically, we find it.
Unfortunately, many companies have actually become divorced from the world around them. They don’t have a shared perspective at all. They must find a way to reconnect with the world before they can hope have a dialogue with their customers. The key is to first become in sync with their surroundings. The blogoshere is starting to offer a unique opportunity.
Companies can achieve synchronicity by going beyond the old model – of us and them, producer and consumer, company and customer – and developing a more organic, albeit more complicated model of the relationships that people inside a company have with people outside the company. Concentrating on these relationships means thinking about the dynamics of any organic system of give and take, ebb and flow. A system based on a dialogue. If traditional branding is all about searing the name of the company into a consumer’s mind, then the willingness to interact in the blogosphere is all about slowing down enough to have an honest dialogue with people. It is about a journey of learning rather than the accomplishment of the ‘right’ channel and message.