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Andy’s Answers: Why marketing should start with the customers

2 min read

Brands & Campaigns

Brains on Fire President Robbin Phillips has some tough news for brands: “People don’t want to talk about you.” What they want to talk about is their lives. That’s why it’s so important for brands to understand how to fit into customer passions and interests.

In her presentation at’s Brands-Only Summit, Robbin talks about the data-driven mentality that dominates social media marketing. She says that brands are so obsessed with getting on the newest social channels and gaining millions of followers, they forget to prioritize people before numbers. Robbin encourages marketers to focus on customers instead to form deeper connections and spark meaningful engagement.

Here are three key takeaways from her presentation:

  • Focus on the people, not the product. When scissors manufacturer Fiskars complained to Robbin about the lack of ways to brand their ordinary merchandise, the team at Brains on Fire encouraged them to think beyond the product. They asked Fiskars to consider what people do with scissors instead. This led to the creation of the Fiskateers, a community of craftspeople loyal to and passionate about the brand.
  • Let people share their stories with you. People love to talk about their passions and they want to be a part of something bigger than their own lives. Robbin encourages brands to give customers the chance to participate.
  • Love is a circular transaction. Robbin says that lifting people up and empowering them is the best way to spark conversations about your brand. You can become famous for the people who love you — if you show them some love first.

For more details, check out Robbin’s full presentation in the video below.

Download her slide presentation.

Want to see more social media case studies like these? If you’re a social media leader at a big brand, we’d love to have you at our next Brands-Only Summit in Orlando, Fla., Oct. 27-29.