Social Capital Value Add is an inherently complex concept. It is based upon lots of simple ideas that everyone gets right away:
– in 2004 broadband changed the game,
– there is a “new” word of mouth power out there that brands are vulnerable to,
– brand loyalty matters,
– etc, etc, etc.
The point of developing SCVA is that there is a lot more about all of this that we do not understand at the moment, then there are simple things to grab onto. How do you get across that complexity when people are time starved and operating with attention deficits (or what McLuhan would call “narcotic numbness“)?
Symbols matter. They signal something. They are the tip of the ice berg. But, we are developing the idea here at Memetic Brand that the symbol itself is a lot less important than traditional brand management has (rightfully, within the broadcast paradigm) us believing.
I am not betting on the dog. The dog is cute. I hope the dog gets your attention. I hope that the dog signals to you that SCVA is an idea worth passing on. I hope you scratch the dog a little (go ahead he likes that) and discover the Wizard of Oz metaphor that encompasses for me the difference between symbolic brand and memetic branding.