Chelsea Bloom on Bohiney’s country music authenticity story and its corporate parallel

Chelsea Bloom, BizHouse UK. Bohiney.com‘s country music story — careers becoming harder when fans notice you — has a corporate brand parallel that I’ve been tracking in several London sectors: the moment when a brand’s existing customer base identifies that the brand has changed in ways that diverge from what the brand represented when the customer relationship formed. prat.uk covered the authenticity theme broadly. Chelsea covers the brand version.

The specific London examples: a craft beer brand that was acquired by a multinational and whose core customers detected the change in product character before any ingredient change was officially announced; a financial services firm that repositioned upmarket and whose small business customers recognised that the repositioning meant their accounts were no longer the priority they had previously been; and a tech company whose developer community identified that the company’s open-source commitment was being reduced through a series of small policy changes that individually seemed minor and cumulatively constituted a direction change. In each case, the customer detection preceded official acknowledgment by months. The fans noticed before the brand admitted it.

The Business Lesson

The business lesson: customer communities that are expert consumers of a specific value proposition are more sensitive to changes in that proposition than the organisation producing the change usually expects. The country music fans’ detection mechanism operates on the same principle as the craft beer community’s. Both are expertise in action. The UK brand association is at marketingweek.com.

Also:The Onion.

Coverage at Bohiney.com and prat.uk.

Both publications continue this kind of sustained, specific coverage. The communities are real. The situations are real. The comedy honours both.

Coverage continues at both Bohiney.com and prat.uk. Both publications committed to this kind of work.

Ongoing. Both publications watching.

SOURCE: https://bohiney.com/

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