13 December 2011 0 Comments

Brand exposure: social or commercial opportunity route?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)


The dimension of changes we are witnessing in brand exposure strategy is becoming interesting. As we know, the power of brand indispensability is based on relevance, positioning and exposure. Several routes are now available in achieving this goal. There is an old way of doing stuff where all a brand needs to do is to have heavy budget and allocate all to advertising. While advertising will remain a vocal part of brand exposure, doing this with a lot of wisdom and caution will guarantee lots of respect and ROI.Brand exposure, brand positioning, brand strategy, brand authority, brand communication

To really thrive in the modern world of branding, marketing and communication, certain system reconfiguration, adjustment in the way we operate today will bring expected turnaround than sticking to our ‘cemented’ way of thinking through stuff. Here are the major difference between the two routes? Readers’ opinions are welcome.

For the brands that cherish commercial opportunities over social opportunity, they seem to understand the ‘Push’ marketing strategies over a subtle pull of certain plugs that can endear them. Many brands that follow commercial opportunity route, everything is like a nail to them like a man who holds the harmer. They seek to sell sometime without knowing. Every presence they make must be to sell something. Even when they should place a priority on building relationship in major social gathering, they will rather sell. Result to them is based on Dollar and pound Sterling returns. If there is no financial return, the process is wasted.

Commercial opportunity seekers sometimes do not realise time may not be ripe for certain actions as long as they have opportunities to sell their wares. Many do not consider the long term implications of selling or offering defective services as long as they get returns for now. Many of the brands in these categories send out their half-naked females’ staff to pursue their prey (customers) and tame them. If they dare participate in social platforms, every conversation or contribution they make must be geared towards self-promotion.

For some brands, especially commercial opportunity seekers, listening is not a tactic or good strategy. They must speak or be known in every gathering. While it is good to be an extrovert, overdoing it will damage brand strategy than do any good. Notice me is such brand’s singsong.  Commercial opportunity seeking brands do not realize silent can be golden in some circumstances. Many commercial opportunity seeking brands do not pay attention to platform rules as long as they have their ways. In most cases, they ignore platform rule whistle blowers.

In most cases, social opportunity seeking brands place value on long term relationship. They do not take advantage of others. They take time to explain implications of customers’ action to them even though it does not bring immediate gain to them. Social Opportunity seeking brands believe in growing, empowering the capacity of the clients so they can become highly informed audience.

Social Opportunity seeking brands strive to give gifts, make life bearable as well as lift the status of their clients. They walk away from deals that can destroy brand’s integrity as well as authority. They educate internal audience or their brand’s essence, values

To really excel in the modern brand exposure journey, brands must take to heart what I gleaned from Seth Godin recently ‘in every contact with client, seek an opportunity to give gifts and make change, not something to survive to get to tomorrow but something that will guarantee an abundance for tomorrow.” Be a brand that connects with people, leads with people, and makes change that matters.  No brand has gotten it wrong following that route.

What is your opinion?

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