A Sociable Brand

I've been playing around with the idea of a brand as a "sociable" entity - and I believe that effective brand communication must be fundamentally 'sociable'. If a consumer doesn't feel engaged with a brand in a way that pleases them, they won't want to pursue a relationship with that brand.

It sounds a bit strange, but the fact is that if you meet someone who weirds you out, you will actively find ways to get yourself out of the situation. But, if you meet someone who interests you, you may actually go out of your way to discover more about them.

Think of this as it relates to consumer products: if something about a product weirds you out, you certainly won't buy it - but if something genuinely intrigues you, you may pick it up, you may read the label, and you may indeed take it home and "begin a relationship" with that product or brand. This is the fundamental nature of commercialism - and it is human nature to repeatedly choose products that are relevant to you.

Is this a bad thing? Of course it isn't - because you want to surround yourself with products and necessities that you feel good about, and which make you feel good in turn. If a product or service makes you feel genuinely (and justifiably) good about your day, your week, your life, or this moment, then that is a very great thing, isn't it?

It is the job of Sociable Communications to assist consumer goods and services to become as recognizable and relevant as possible within the local community that they hope to serve.

So, welcome to Sociable Communications - a community-focused communications and marketing company for local business, at http://www.sociablecommunications.com/.