In a time when “reputations are volatile and loyalties are fickle” and “management teams seem increasingly disconnected from their staff”, all businesses must take different approaches when it comes to building and maintaining their brand.
While the traditional companies are losing control over their customers and employees, more and more startups begin to gain more trust and manage to build successful brands through leadership, transparency and innovative approaches. In his TED Talk, marketer Tim Leberecht talks about the three effective ways, which businesses should embrace in order to usefully lose control over their brands:
- Giving people more control.
- Giving people less control, but more meaning.
- Step beyond control.
Watch this very interesting TED Talk in the video below and feel free to share your opinion in the comment section.