Every brand seems to reach for a friend, lover or partner status with their consumers. But these days it seems harder and harder to achieve that kind of loyalty. But while giant brands keeps pushing their well-thought print or TV ads down the choking consumers – offering suffering not friendship, small media companies are starting to offer friendship through other channels. Perhaps it is because of a lack of money to throw into a big advertising campaign – then it’s their luck! Perhaps it’s because they see that we need to meet people on their premises – then it is a quite clever move.
An example is the danish fashion magazine Cover having a profile on Myspace inviting friends to special events and puts itself into the network of its target group. See the profile here. It has today 3,383 friends (read : pretty loyal consumers embedded in a easy to reach network establish around the brand). That nice isn’t it?