I’ve long preached to fellow marketers that consumer-generated media means they no longer exclusively manage their brand. Part of marketing today means that a viral YouTube video can eclipse even the most crafted marketing and public relations campaign.
Sure this has been an issue since I invented the Internet, but the easy sharing of video (the most visceral of electronic media) has given consumers a louder voice than ever.
This is, of course, an easy message to preach until you realize that the same is true about your own brand. This beast I’ve created, “Kevin Nalts” is not mine. Others share in the creation of this brand (which bears some resemblence to me, but in a concentric circle kinda way).
After all, a “brand” is the position something owns in the minds of others. So Coolkid1993 has as much to do with the Nalts brand as I do.
Who is Cookkid1993? I don’t know him, but he is one of the most frequent contributors to the Kevin Nalts wikipedia page.
Have I ever interacted with Coolkid? I imagine so, and hopefully I was pleasant. He has a Wiki page of his own, so I know he:
- Was born in Indiana
- Is right handed
- Was born on May 16
- Supports Mike Gravel
- He likes The Simpsons
- He eats at Burger King
I don’t know how to reach him, but I like to imagine myself hanging out with Coolkid as we have so much in common (except that I don’t support Mike Gravel because I’m hopelesly bored by politics). Then again, maybe I’m just being nice so CoolKid keeps my Wikipedia page kind.
I think it’s illegal for me to edit my own Wikipedia page, isn’t it? Can anyone else change that photo? I look like a big fatty.