There are many different "communities" today - from a traditional village to a virtual world. As a result, according to Wikipedia, Sociologists can't agree on what the definition of a community is.
Comradity combines the word "camaraderie" and "community" because better communities are where camaraderie happens. There is little debate about what "camaraderie" is. The definition of "Camaraderie" in the GOOGLE dictionary: "Mutual trust and friendship among people who spend a lot of time together."
How does camaraderie happen in one community and not another? We believe answering this question is the key to understanding the future of media and marketing.
Consider the days when the word "community" meant a neighborhood. In a neighborhood, if you don't say hello to a neighbor when you walk down the street, that would be rude or disrespectful. Neighbors help each other to succeed. Businesses compete by serving customers better rather than trashing a competitor. If an individual or business betrays a trust, redeeming themselves is a matter of survival.
Many of today's Fortune 50 consumer companies first proved themselves in their home communities. When the federal highway system and broadcast media connected communities into one networked mass market, they had the confidence to expand quickly. They knew what their competitive advantages were, they knew who their best customers were, they knew how to price, they knew what to expect. Their business plan aligned people, product, price, promotion, and placement.
But few pursue this roadmap today.
Mass Marketing holds out the carrot - "lightening in the bottle" magic. When it happens, the wave of popularity is powerful elixir. Hitch a ride on that wave of popularity and businesses are lulled into thinking they are immune to the customers' fickle fancies. And - with no restrictions, geographic or legal, to reach more customers - there are always replacements.
The inexperienced are unaware that very few win popularity contests. And the price of popularity is not as efficient as it once was. Even the gold standard, the Super Bowl has lost some of its reach, increasing the premium paid. Today's $3 Million price tag for a :30 second commercial is triple what it was in 1996, but reaches 27 Million fewer: the 2011 Pittsburgh-Green Bay Packers SuperBowl was seen by 111 Million, with just over two-thirds the reach, at 35.7%, vs. 1996 when $1 Million bought a :30 second spot in the Pittsburgh-Dallas SuperBowl seen by 138 Million (reaching 52.1% of US population). Only power brands can afford that premium.
What is the alternative for a second or third tier brand, small business, or new venture? How about going back to the roadmap of today's power brands - find a "home community" and build confidence.
The Comradity Alignment Map reveals alignment so everyone waste less time and money searching or guessing and more building confidence.
Email katherine@comradity.com to learn more.
