"If You Don't Like Change, You're Going to Like Irrelevance Even Less" -Tom Troja

The quote above is from the new ANA chairman Stephen Quinn EVP Marketing at WalMart He put his finger on the fact that something big is happeningamp8230 the power people wield with their devices and the social networks that link them have changed how we market It is not that doing good is the new black but according to brand after brand doing good as a longterm business strategy is the only way to insure positive growthAt last week39s ANA Masters of Marketing in front of a packed house companies like McDonalds MasterCard Proctor ampamp Gamble and Johnson ampamp Johnson outlined how they are committing to align their vision mission products and services with the good of humanity focusing their marketing energy and dollars on making positive contributions to their customers and the worldThey assured us that this is not a campaign but a permanent course they are committed to which all will benefit from They reiterated what we all know people have the control to influence millions positively and negatively about brands Brands have responded by evolving their strategy to align what they do to have a positive impact on people and their environments The brands are sharing their altruistic endeavors giving folks the opportunity to see more of the quotgoodquot about the brandThey do this out of necessity According to Marc Pritchard Global Marketing ampamp Brand Building Officer Procter ampamp Gamble quotWe realize that we are not in control people are We want to engage in twoway conversations and are trying to do that across all brandsquot He talked about their purpose driven marketing guiding all PampampG brands tied into social to reach to create deeper connections with people quotIt is more effective and it is a lot more fun for everyone Insight combined with creativity is what it is all about Find ways to connect creatively then you will winquotAccording to Kimberly Kadlec Worldwide VP of Global Marketing Johnson ampamp Johnson quotWe are responsible to be connecting with people in ways that are instructive and not disruptive and much more conversational The disruption is overquot JampampJ39s bigger mission is to strive every day to touch people and encourage happier healthier lives communicating what is important to them quotWe will now be listening with bigger ears and experiment everyday to connect with people in relevant and conversational ways moving the guardrails of what we can and will doquotNeil Golden SVP ampamp CMO and McDonald39s quotWe have to make sure we have standards amp8211 that we know what we stand for We have to assess if we are fulfilling those standards and if not take steps to fill those gapsquot Their tag line spells out the promise and the challenge quotI39m loving itquot People39s perception is what they are trying to change every day closing the gap between what they stand for and past perceptions to be aligned with high quality food standards people now wantThey are starting at the source the grower and the rancher creating supplier stories They talk about where the food comes from that what they grow is what they eat and making emotional connections based on the truth of their world McDonald39s is energizing their supply chain across the globe putting them on notice that quality is job one and letting them know the light of the camera might shine on themAlfredo Gangotena CMO MasterCard Worldwide quotMake the world a better place Work as hard as you can on your brands and communication to focus on what is positivequot He talked about how with MasterCard39s quotpricelessquot concept they purposefully point out that experiences matter more than things that what you take with you to heaven is not what you own but what you have done It works because it speaks to what really matters to people in their daily lives family friends culture music arts and giving back showing the humanity of what the brand is aboutThis is a wonderful turn of events for most all involved People are being treated with respect not as just some audience a brand rents once in awhile to have the latest campaign pushed at them Brands have an opportunity to create meaningful connections and build longterm relationships with people based on making their world a better place while the cynics and cheaters become irrelevant in the public mind The power people have to influence events now literally with that gadget in their hand and the social platforms connecting us are changing everythingAs CEO of the Social Symphony Tom works with brands like Jack Daniel39s and Red Bull to help them create and deepen relationships with people in social implementing his Social Archetypingamp8482 that gets brands talking like a person talking with people natural attractive human and capable Tom can be reached at TomTrojaTheSocialSymphonycomRead all Tomamp8217s MediaBizBloggers commentaries at the Social SymphonyCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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"If You Don't Like Change, You're Going to Like Irrelevance Even Less" -Tom Troja

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