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From Persuasıon to Partıcıpatıon


Robert Goldsmith, Managing Partner at Spinnaker, explains why the successful marketing models of the future will be more naturally in step with human nature


herd of stampeding buffalo may not be an obvious source of inspiration for digital marketers. But, says Robert Goldsmith at Spinnaker, there’s a valuable lesson to be learned by brands.


Buffalo on the move can go no faster than the slowest member of the group. They are, by instinct, profoundly team- based, collaborative and participative animals. Goldsmith and his team at Spinnaker


are strong believers in brand humanisation and, he says, “Brands need to practice less kingship, a la lion. Successful brands in the future will be instinctively human by nature. They’ll listen first and respond second. They’ll be less about selling and more about relationships. They’ll be more contextual and natural in how they get consumers to participate. Successful brand communication has always been based in human insight. The strongest


advertising has always been inherently emotional. The


omnipresence of technology means that consumers call the shots when it comes to conversations, engagement and the relationships they have with brands.” It’s not just hardware that’s driving this shift. It’s also our deeply intimate relationship with the devices themselves and our sense that the digital realm – especially when it comes to mobile – is


ARTICLE BY JON FORTGANG 32 issue 23 january 2015


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