As a concept, Healthy Conversations is both a point-of-view and a practice. It is the means to an end, and the desired end result.
Healthy Conversations create a two-way street (in contrast to messages) in which brand and customer dovetail into each others story. It is about brands feeding customers, and customers giving back to the brand. It is the recognition that co-creation is the new reality of how brands and customers win.
Those brands that embrace and participate will succeed. Those that don’t will slowly fade into the background. Ultimately, it will be a case of engage or die.
Healthy Conversations are about building relationships. Relationships that are:
• between brands and people
• between people as enabled by the brand
• open and honest
• based on respect
• inside, and across, organizations
• taking place across all channels (both traditional and new)
• not reliant on technology
• improving people’s lives
• helping customers succeed in business
• engendering trust
• not budget-dependent
• adding value back to brands
Healthy Conversations are the future of marketing.