Buying relational capital

Research: Brands are People Too!  June 8, 2016 – 12:49 pm

Isn’t It Time Brands Started Acting More Human?

Joy Panos Stauber, Chicago-based brand communications designer writes:

A brand is not a veneer you apply to make a business (or product or service or idea) appealing to its intended audience. Instead, a brand begins to exist when a business has something to offer to the world—values, services, or products. From there, the brand’s work is to articulate those unique attributes and strive to communicate them the right way, and to the right people. Even so, a brand is not what a business says it is. It’s what the consumer ends up perceiving it to be

According to Chris Malone, chief advisory officer of The Relational Capital Group, a research-based, Philadelphia brand relationship marketing firm,  Customers actually build loyalty to people, not brands, products or services. 

The Social Butterfly Effect: What Makes People Sociable

Britt Peterson, Director of Growth Strategy at Cole & Weber United expanded on this point in her article in Forbes,  It’s Time Brands Started Acting More Like People. She provides the findings of a study Cole & Webber conducted to better understand what makes people really sociable. It’s called Project Butterfly because it studies the attitudes and behaviors of so-called “social butterflies, ”people who are truly sociable.

Source: Snap!

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In Defense...continued

But a participatory economy enjoys advantages in managing this trade off compared to capitalism. Most importantly, direct recognition of 'social serviceability' is a more powerful incentive to innovation in a participatory economy, which reduces the magnitude of the trade off since more innovation will occur in a participatory economy than in capitalism for the same speed of adjustments. Secondl... Economy. Forthcoming.
Levy, David. 1991. Book Review: Seeking a Third Way. Dollars and Sense 171 November 1991: 18-20.
Pramas, Jason. 1991. A Roundtable on Participatory Economics. Z Magazine July/August 1991: 73-74.
Weisskopf, Thomas. 1992. Toward a Socialism for the Future in the Wake of the Demise of the Socialism of the Past. Review of Radical Political Economics 24 (3&4).

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