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In the not-too-distant future, the most successful brands will operate not as fortresses but as forums. Already today, people have found ways to cancel and mute advertising that purely follows the old AIDA disruption model. To reach and attract people in the future, we must understand and manage brands more like open-source networks with culture as their operating system and stories and narratives as the code - dynamic, user-driven, and ever-evolving.
Moving from a commodity-based economy to a "Economy of Connections"
In this brave new world, connections and relationships aren't just valuable; they're the main capital. We're moving from a commodity-based economy to what we might as well call the "Economy of Connections." Hence, companies and marketeers need to learn how to build and engage supportive brand communities, not just because it’s trendy, but because the real value and meaning of brands will no longer hinge on what companies tell people, but what people tell each other about the company.
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In this new economy, the stories we tell each other become the fabric of our collective experience. Brands that can weave these stories into cultural meaningful narratives will not only survive but thrive. The challenge and opportunity lie in using AI not as a tool to predict and dictate, but as a partner in crafting genuine connections that resonate on a human level.
From transactional to relationship marketing adopting the "Relationship Marketing Flywheel"
In the "Economy of Connections," the traditional marketing funnel is transformed into a dynamic flywheel where culture drives brand success. This new brand and business model revolves around three fundamental building blocks that create a virtuous cycle-of-growth and relevance (see graph).
The "Economy of Connections" isn’t coming; it’s already here. And in this economy, the strongest currency is the authenticity and integrity of our connections. Welcome to a world where technology connects, not divides; a world where relationships drive value far beyond the bottom line.
Create your own "Relationship Marketing Flywheel" with TERRITORY in just 3 steps:
STEP 1: Understand your Territory
Via our in-depth analysis of the connections your brand currently has (with existing topics, communities and content).
STEP 2: Tap into relevant communities
and activate real consumers and influencers as multipliers for your brand messages:
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STEP 3: Develop holistic annual program, including full CRM set-up/integration, ongoing community engagement, ongoing brand ambassador activation, gamification & loyalty elements. This tailormade strategy and program will be based on learnings from step1 and step2 to maximize impact and transition your brand into the are of community centric marketing.
Let's talk about your Ecosystem of Connections. Write an e-mail to bizdev@territory.group.
Are you are interested in more marketing topics? Check more TERRITORY assets below:
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All about the new social media KPI: True Brand Engagement. Download our latest Whitepaper about how to interact with clients in 2025 giving examples for Influencer Marketing, Community Management, and Social Media Content. Here is the link.
Do you know which objectives brands typically prioritize in an influencer campaign? Check out our free comprehensive infographic to dive deep into the key metrics that optimize your influencer marketing efforts here.