10 Feb 2010
I have had some great responses to the post on the two definitions of thought leadership from Eric Gruber and Dana vandenHeuvel. While these appear in the comments section I thought they warranted a listing in a post.
The first is from Meg Wildrick from Bliss PR:
“ From a tactical standpoint, the term “thought leadership marketing” means different things to different people. As in traditional marketing, there are endless possibilities for inputs (e.g., statistics, stories, analysis, opinions), spokespeople (institution or individual),outputs (e.g.,books, videos, podcasts, documentaries,articles) and objectives (e.g., credibility, awareness, loyalty, positioning). But what’s unique about real thought leadership, to me, is that it’s edu-marketing. It’s one part promotion/persuasion, one part teaching/giving. True thought leadership helps audiences make sense of things — e.g., the world, a sector, an experience, the future. It’s marketing, of course, because it drives revenue by (1)boosting credibilty; (2) engaging customers; (3) creating differentiation and (4) triggering the reciprocity reflex. But it also inspires.”
The second is from Jim Pennypacker from Dance Communications:
“Thought leadership marketing is the active positioning of your company (or you ) as an authority, resource, and trusted advisor on issues of importance to potential customers. This positioning is accomplished using a variety of media, including books, newsletters, blogs, e-mail, events, etc. It allows you to earn trust and build credibility and recognition, differentiating yourself as one who clearly understands the business and needs of your audience. It’s a means of nurturing leads, improving customer retention, and expanding your market.”
Any other suggestions out there? If so I’d love to hear them.
8 Feb 2010
I am constantly reading what others have to say about thought leadership and am always interested in how other people define thought leadership. I would like to put up two definitions that I have recently come across.
The first is from Dana vandenHeuvel, from Marketing Savant:
“Thought leadership marketing capitalizes on your intellectual capital and unique point of view to actively position you or your organisation as an authority, a resource and a trusted advisor on industry issues. Thought leadership marketing allows you to earn trust and build credibility and recognition differentiating yourself as one who clearly understands the business needs of your audience. And most importantly, it mobilizes your audience to think and act – engaging with you over the long term.”
The second is from Eric Gruber:
“Thought leaders are experts who are recognized among their peers as an authority on innovative ideas within a particular industry. Thought leaders confidently promote their ideas. Most importantly, thought leaders have earned respect from the outside world for their deep understanding of their business, the needs of their clients and the broader marketplace in which they operate.”
There are three key words that stand out in both definitions:
To me these are the key ingredients of your positioning as a thought leader. In particular, gaining the trust of your target audience is the nirvana of any brand positioning. And therein lies the power of true thought leadership .
If you have your own definition please send it through, I’d love to hear from you.