digital brand love

User Generated Content, in particular User Generated Advertising, is very important to brands. But only a few of them are aware of this and take advantage of the feedback and spontaneous expressions of the consumer’s viewpoint.

This is an era of change; the people now have the means and the power to stand up as a consumer through popular networks like Flickr and YouTube. Users make efforts to gain popularity and the recognition of their peers.

Yet, only a small number of brands and advertising campaigns have the power to make users interact with then. These enjoy playing with them, and they experiment true engagement that can output material that ranges from homage to satire. There’s lots of brilliant User Generated Content, but only a few privileged brands benefit from what is, in my opinion, this ultimate marketing nirvana - true brand engagement via User Generated Advertising.

I remember as a kid sometimes I used to draw logos of my favorite brands during classes. Logos of Nike, Le Coq Sportif… (it was really huge back then). In a way, those where my brands and they belonged to me.

Yes, I believe brands do become part of our lives and part of what we are. Today you could feel Lacoste, tomorrow you can look Levi’s.
To have a user taking his time to create a video or taking a photo dedicated to your brand is just too good. Unlike co-creation, these are priceless expressions of spontaneous real-life brand love.