|The times they are, indeed, a-changin’, and like it or not, many of your companies best marketers don’t work for your marketing department, they’re your customers. This power shift has numerous implications, including the importance of community and value of dialog rather than a one-way communication. As the lines continue to blur, identity marketing is no longer just about how the corporate identity is represented.|
In a world where the customer is an active participant, identity marketing must strive to create an identity for both the company and the consumer. Blogger, a blogging software/service now owned by Google, understands this well. They brand Blogger as a company that understands its audience, and allows the audience to brand themselves as both big b and little b bloggers. As one fan states in the “rockumentary” This Is Spinal Tap, “It’s like you become one with the guys in the band. I mean there’s…there’s no division, you just…the music just unites people…with the players.” The goal of identity marketing today should be the same.