Friday, 19 August 2011

From Benign Dictatorship to True Democracy

That was the title of the very interesting after dinner speech at the Digital Leadership Dinner given by The Marketing Society on Tuesday evening.

Read a summary here  and listen to a snapshot from speaker John Grant, author and co-founder of  Ecoinomy here 

My own view from a marketing perspective, is that even with many marketing models where we believe that we are moving towards true  democracy we are still just painting Benign Dictatorship in a different colour. The recent example of Subway for example allowing customers to choose between a variety of new sandwiches for the new product launch is limited democracy. They were given a choice from a selection from Subway.

If we are looking to see how widespread democracy through crowd sourcing is, the take a look at over 1000 crowdsorcing and crowdfunding sites listed here

Of course it depends on how we define democracy. If we believe that all brands should be run by consumers, then quite frankly I'm not sure there is a future in that. But if we believe that democratic barnds are ones that allow consumers a say in new product development including suggesting new products and services ( eg Starbucks) , or allow consumes to openly cast a vote on how good a product or service is ( eg Amazon ) then I'm a believer!

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