It has become a ‘Battle Royale’ and I do think that the whole matter has a commercial basis, so I was planning on writing a post this morning to make a pronouncement elucidating my great awakening.
However, I was dissuaded, when I stumbled onto a very well written article this morning on the AMA (American Marketing Association) website, where the author, J. Walker smith, discusses how taking a political stance is the biggest mistake a brand can make.
I already felt this way, and still think I might be able to write this post anyway, as while it uses politics as an analogy, it is really about distribution channels, and retaining market share. As simple as that.
It is also about recognizing what can happen in the marketplace when affected parties feel threatened.
In the world of commerce, these folks are called disruptors, and are on one hand lauded, and on the other hand, vilified. In politics, they are called crooks, liars, fakes, and even (gasp) esteemed politicians.
But, the question becomes, as a local marketing tactic, how can you get involved in the community and become recognized as a thought leader, as part of a community relations marketing tactic?Any way you look at it, most of the major causes are political by nature, or if they don't start our that way, they become that way Click To Tweet
Any way you look at it, most of the major causes are political by nature, or if they don’t start our that way, they become that way as a part of their growth in market share for whichever cause they are supporting.
Becoming political is a natural outgrowth of an organizations need for community support, which as the organization becomes larger, results in a need for positive recognition, and a need to ‘play by the rules.’
‘Playing by the rules’ results in developing networks and being a part of an established order, all of what we see in the political ‘establishment,’ and is why established networks of individuals who want and need access to the other parts of the network, get ‘tetchy’ when their network is disrupted, or in the case of the the big boys these days, bypassed.
It’s a hard read, knowing when the organization you are supporting is becoming political, but if you are to succeed in your market, it is a skill you absolutely must develop if you are to avoid offending the disruptors.
And, that disruptor may just be ther new market you want to broach.
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