Brands Must Learn to Navigate the Echo Universe

0:28This episode is brought to you by Google Chrome. must navigate a new kind of communication landscape, the echoverse. You interface with the echoverse every day. What you see on the news, you see on social media, things that occur on social media will reverberate and spill over into print media. And the echoverse actors, they can be people, your customer, your investor. It can also be an AI chatbot or understanding of what something means isn't created by a single message that a brand said. How then should managers navigate the ecuvers? In a recent HBR article, my co-authors and I identified a few strategies.

1:08First, managers must have a clear brand strategy, identity, and guidelines to ensure human or non-human brand co-creation is within the desired guardrails. Second, they must carefully create and curate learning opportunities about their brands and products. Third, managers need to foster an environment that encourages contributions from all actors within the Echoverse and see themselves as curators and collaborators rather than sole creators. Finally, managers must participate alongside this assemblage of actors to co-create and co-own resources to drive future contributions from the Echoverse.

1:49The brand has to make a mental pivot from we are the one controlling the meeting creation process and we're telling you what this means to one where they have to be a participant in that process.