I hate to say it, but it’s true.
Marketers really like to talk about having a strong central message or promoting “that one big idea” or some other such terminology. The problem is that after 60 years of advertising, people see right through it. The gig is up.
In the interactive age, there are lots of messages, and they are dynamic and relational. You can craft a message or an image or a campaign and try to control it as tightly as you want, but the internet won’t let you hold onto it. People will send their own messages. People will craft their own tools to usurp your message and bend it to their own will.
It’s not about your message. It’s about you.
Do you know who you are? Do you know what you stand for? Do you know what you believe in? Firm that up. Be the best you you can be and connect with people and organizations that are compatible.
That’s what an interactive brand does: it holds true to itself and alters course based on real, honest communication and collaboration with the partners in its network.
You are the message, and the network is your metaphor. Take that to heart and run with it. I promise you, you’ll win in the end.