Brian Solis, in his post, The Importance of Brand in an Era of Digital Darwinism, talks about tone-deaf brands like Netflix that didn’t engage with customers and didn’t monitor social network conversations, consequently screwing up and losing their customers’ trust:
“Brands that fail to instill this level of confidence in consumers run the risk of falling to digital Darwinism. The brands that survive this era of economic disruption, will be the ones that are best able to evolve because they recognize the need and opportunity to do so, before their competitors.”
I wonder how many associations still think it’s business as usual. Many of the large national associations get it, but what about the smaller ones or state associations? They’re not reading the industry blogs. Just what are they reading? Anything? Many of them don’t belong to ASAE, and even if they do, are they paying attention?
Their boards don’t know any better. Why would they? They’re not association professionals.
Sometimes I feel like I’m mourning a patient that doesn’t even know it’s dying. It’s sad. A stupid loss.
The state SAEs, heck, everyone who cares about associations, can’t reinforce this message enough:
“What separates brands that fall to digital evolution from those that excel is the ability to recognize the need for change and the vision to blaze a path toward renewed relevance among a new generation of consumers.”
It’s no different for associations. As Solis says, #adaptordie.