February 1, 2010
I think what Shiv is describing here as “Social Influence Marketing” is brilliant. But I think most brands have a long way to go before they are ready to fully engage customers to the extent that he suggests.
A great first step is for brands to look inward individuals that can start injecting this social mindset into company culture and be vocal advocates for the brand in public.
Chris Wilson
As Vice President of Strategy at Publicis CRMOne and author of Fresh Peel, Chris examines why marketing strategies fail to produce expected growth. Over 20+ years, including 11 years at Oracle advising brands like Harley-Davidson, REI, and The North Face, he has helped executive teams diagnose post-purchase breakdowns. His work connects customer behavior, MarTech capabilities, and business economics to build systems that scale long-term customer value.
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