3-way communication

Today, through social media the Internet offers a way to test what the end-users think about a brand, a product and its messages. Experiments with users on the network will help to make all trademarks better. Test your products and messages and see the answer ..

triangulated communication

From “The Open Brand” by Kelly Mooney and Nita Rollins, Ressource Interactive, 2008

Brands used to govern from the top of the triangle by sending their messages targeted down to consumers (target groups) and occasionally to their communities. In order to regain consumer devotion, brands should turn their orientation from top to bottom to enable and engage in a 3-way dialogue based on shared passion.

Ask ten million people what your brand message should be. Ask for help and you’ll get it. What a beautiful thing.

Tim Armstrong, President, Advertising and Commerce, Google

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