In the old days of marketing, the attitude was 'always have new news'.
Of course, the reality is constantly having new news is almost impossible – especially news that actually means something to the majority rather than the boardroom – but this attitude has seemingly stood the test of time, despite the fact it arguably does more harm to the brand than good.
[Lufthansa take note]
And that's why I passionately believe one of the most important lessons for marketing is knowing when to speak and when not too.
I appreciate many will disagree – especially those who indulge in self-indulgent, ego-messages via social media – but in a World where we are constantly bombarded with noise, adding to it doesn't seem to be the smartest move, especially if your way of 'getting attention' is becoming more and more exaggerated while claiming it to be based in truth.
[Lufthansa take note]
Is there a way to communicate on an on-going basis?
Of course. The simple rule being ‘talk about the stuff your audience cares about rather than what you want them to care about’, but for all the research available to us, I’m still shocked how few brands really understand this … mainly because they still think they’re in a battle for share of voice rather than share of give-a-shit.