Brands objectives, as I said previously, have now evolved from a straight forward hard sell. They must now lead the consumers, validate their consumers incentives to buy. A modern consumer does not want to be told what to do, therefore the brand must encourage, support and nudge their audience to buy into them.
Burberry have created a concept in which the customer feels part of something.
Taking their classic Trench coat, an online community has been birthed under the name #theartofthetrench. A photo sharing site, inviting the consumer to upload a picture of themselves in their coat, creating a tribe of elite trench coat wearing people who are proud to be a part of the Burberry brand.
Creating a buzz about a new brand through bloggers is now one of the most fail safe ways to promote. Take the Cambridge Satchel Company, for example, a massive part of their marketing was through bloggers, and their success was almost overnight. The way in which the consumer finds the product whilst looking on blogs they want to be looking at, and now have it forced into vision on a billboard and so on, automatically gives the viewer a positive opinion on the brand already.
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