Nowadays, companies are more exposed than ever. And just like in the fable of the Emperor's new clothes, the businesses are now marching at the parade of social media and internet where anyone can shout and point at them.
But how are modern businesses supposed to deal with these conditions? In his new free e-book "Naked Marketing", J. Christian Andersen, CEO and co-founder of the Danish start-up Relationwise, reveals a new organic approach to marketing and branding which uses social engagement to align business organisations with today's powerful trends in customer awareness and to lead to stronger and healthier growth.
The inspiration for Andersen's new book stems from the Brazilian city of Sao Paolo. Eight years ago, all public advertising in the city was banned, which made local businesses rethink their marketing strategies. Having spent in Brazil some time observing the local reactions to the new setting, Andersen's attention was drawn by one particular groundbreaking campaign - a campaign that pointed him the way towards a new approach to marketing – the naked marketing.
Unexpectedly, it was a bank that took up the innovative way – actually, the largest financial conglomerate in the Southern Hemisphere and the tenth largest bank in the world by market value – Itau Unibanco. Having in mind the problems with pollution and heavy traffic that the citizens of Sao Paolo had to live with, Itau Unibanco came up with a unique solution for both addressing the issues and advertising its products and services – it provided to the citizens 3000 free bikes.
In the old days, companies broadcast their message to their customers through slick ads and sales people. But now customers are talking, and unless you give them something worth talking about, they will not be talking about you, Andersen explains the idea behind Naked Marketing book. And he presents other compelling showcases in it, too, such as Patagonia's DamNation project, Japan-based natural cosmetics company Shokubutsu Hana and its Grass Island, and many more.
You can get your free copy from the link below.
J. Christian Andersen is the CEO and co-founder of Relationwise – a company which was founded in Copenhagen in 2001, the same year in which it won a national entrepreneurial prize for "best business plan and concept". Relationwise now has offices in London, and is featured in Børsen - the Danish equivalent to The Economist. Both small and large businesses, such as Jysk, Nordea and Velux, have worked with the Relationwise team.