David Armano did a great post about how brands should be evolving how they look at communications. This is especially relevant if your marketing is focused on the right, most profitable end goal: fostering brand advocacy. While brands still need to create awareness, manage perceptions and influence opinion on a broad level, there is a much stronger and crucial role for marketing and communications: facilitation. Being a faciliatator requires an entirely different approach to the same marketing objective. Being a facilitator means providing reasons and ways for customers to share your story with others. And as David Rollo, 22squared's director of digital media, often puts it, it takes three big things to be a good facilitator: Content, Utilities and Connections.
