Influence

The internet has democratised influence and by connecting brands with individuals, events or content that is influential we can change the behaviour of the communities that follow them.  The collaborations between these parties and the subsequent ideas we create generate brand influence through editorial coverage not paid media.

The notion of engineering  influence to effect brand perception, loyalty and purchase is not new or invented it is tangible, proven and in wide use in markets like the US and the UK. In emerging high growth markets like Brazil, India and China that have leaped frogged many traditional media channels and jumped headlong into digital an mobile ones, Influence is emerging as the dominant marketing approach.

Influence only works though when content or ideas that are relevant, authentic to the influencers values and ideals and sit comfortably with the brand are distributed in the right environment to the right community. Content for contents sake will be a recipe for failure, content that is created as a collaboration will change behaviour and that is what we call engineering influence.