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By Kristy Pryma
For Christmas I bought my nine year old daughter the Judy Blume collection of six books I loved as a kid.
We (okay, I) decided to read them together. I wanted to revisit these books that meant a lot to me in my tween years and see if they still held up. Turns out they do.
What Judy Blume did right back in the 1970s when she wrote some of her best novels (Blubber, Are You There God? It’s me, Margaret, It’s Not the End of the World) is the same thing that a handful brands are doing right in 2015: she respected her audience. Blume doesn’t sugar coat bullying or divorce and doesn’t treat her young audience as idiots. She doesn’t over explain or teach lessons; she tells a great story. It’s why she was a powerhouse author back then and why her novels still resonate with kids 40 years after they were first published.
Many brands have yet to figure this out. Over the holidays I watched my social feeds fill up with hundreds of brand messages, and many of them had me rolling my eyes (at best) or just ignoring them. The posts that made my thumb stop were those that talked to me like a person, not a “consumer”. They made me think or feel something or laugh; they weren’t just preaching the gospel about their amazing, cutting edge products.
My wish for 2015 is that brands will dial up the respect for their audiences by using the real estate they take up on our social feeds to tell the stories that matter to their readers – not just to satisfy marketing goals. Give me a reason to click and a reason to care and I might just become a customer. Then again, maybe I won’t.