Social brands create, develop and stimulate real human behavior in their target group
Social Brands understand what their target group needs and how they can support the target group in their behavior. Amstel came up with the very successful Teamlink , a tool that helps amateur football teams organize their matches.
Social Brands are real, irresistible, authentic and transparent
Albert Heijn, Douwe Egberts and Philips are among the most authentic brands in the Netherlands. They have been around for a long time and have a stable brand image. For these brands it is therefore somewhat easier to be a Social Brand. However, research (by Eurib) has shown that every brand can be authentic. Whether a brand is found to be authentic depends lebanon phone number list on the personal motives of a consumer and the way in which the brand can fulfil this need. McDonalds may not be authentic for someone, because this person wants to be in control and McDonalds for this person mainly stands for unhealthy (and therefore no control over your figure). However, if the need of this consumer is to be connected to others, then McDonalds can suddenly be authentic. So choose those needs that are connected to the core of your brand to radiate authenticity.
Ultimately, a brand is also, and above all, meant to sell more. Consumers know that too. So don't be tempted to pretend to be someone else than you really are. Be clear about your goal (making more money), but do it in a social way. No one minds if money is made from him or her, as long as it results in a win-win situation. So, as a Social Brand in the making, constantly look for that!