There’s nothing exciting about glue. It’s sticky, messy, smelly and either works too well or not at all, but it’s a household product that just about anyone has purchased. I recently stood in the aisle of a hardware store overwhelmed by the number of glue products vying for shelf space. An unexpectedly attractive bottle of Gorilla Glue stood out. It’s smooth packaging fits easily in the back pocket of your jeans, and the amber liquid looks more like honey than adhesive. It’s edgy copy made me giggle.
What does Gorilla Glue understand that other companies do not understand? Companies are not social, people are social. Brands cannot be social without being human. Gorilla Glue is a social brand in many ways; allowing customers to guide the brand’s online conversation, allowing their designers’ to take a risk with unglue-like, sexy instructions, even poking pun at itself by offering consumers a chance to arm wrestle the Gorilla on their website.
Companies believe that social media success is determined by the number of Facebook fans or by tapping into the most influential Twitter followers. They have overlooked their key assets and the only way that brands can be social - customers and employees.
Let the people behind the brands be social, and the brand will be social. It is that simple.
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