The Internet is the Brand Ecosystem

The confluence of digital technologies with the Internet has created a shrinking world of expanding relationships. As this convergence continues marketers and brand managers must commit to an organic branding model more than ever before. But what does that mean exactly?

Online connectivity and digital integration have effectively contracted the universe in which brands exist. It’s not that the brand ecosystem has actually gotten smaller, but rather the Internet has moved all elements much closer to the center. And this condensation is bringing new brand influencers into the picture not just on a daily basis, but a minute-by-minute basis.

This is forcing marketers to try to manage touch points that didn’t even exist as recent as a few weeks ago. As these relationships continue to expand and interconnect, brands will experience even more outside influencers impacting brand perception.

The Internet has shifted the model for building brands from a brand manager oligarchy to a true democracy. The scariest part for some brand managers is not that the power is now in the people’s hands, but that the people may be better versed in the online and digital vehicles that are driving brand perception.

This doesn’t mean that brand managers should throw in the towel. It means quite the opposite. After all, democratic models are a perfect example of how people can rally around a person or platform — or in this case a brand. Being effective here requires two things; engaging the people on their terms and engaging them authentically.

That is not to say that brand managers should try and conquer every social networking site, blog, review forum or other form of social media out there. That wouldn’t be sustainable. Instead marketers should focus on utilizing a couple of these vehicles well.

Engaging people on their terms is about providing a convenient method for interaction, not about trying to be all things to all people, all the time and everywhere. Likewise, authenticity is more about exuding personal voice than pure transparency.

The reality is there isn’t a perfect formula or step-by-step process to ensure brand success. The Internet is much too organic to allow for a linear style marketing approach. With new digital technologies and online communication platforms continuing to develop, success will be contingent on one principle — adaptation. As in every ecosystem, its survival of the fittest… and the Internet is no exception to the rule.