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The average person experiences 6,000 to 10,000 ads per day.
Many brands believe that a more and louder approach to communication will get the customers attention. However, this self-centred approach just contributes to the noise.
Any compelling brand doesn't just sell a product. They create a culture and engage a community that drives that culture. Their brand is a live experience that their consumers feel part of.
Traditional models of marketing relied on a top-down approach. It starts with an external goal, and you direct your efforts at getting the goal to impact individuals. However, most consumer's have become desensitised to these efforts.
The bottom-up business growth is built on the belief that a concept evolves into a culture and a community. The brand grows through participation. If done successfully, it creates a bold enough brand that will support business throughout evolution and changes in the industry.
The world is accustomed to taking the top-down approach. It is usually fast, inexpensive and low-risk. But it is doesn't compel or elicit the consumer to action.
To become emotionally invested and connected to our consumers, we need to change to an experience-based effort. However, it requires you to stand for something and invite people to become part of it.
Surveyor for building control
There is a difference between the traditional top-down and the bottom-up business approaches. One creates unwanted noise; the other leads to a community of invested consumers.
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