There was a great article in the press today discussing “turbo capitalism”.
The complaint was against a burger chain. The injured is a Berlin suburb who believe that the lifestyle of their children will be changed “from lunches of sandwiches and apples to less healthy alternatives.”
Its an interesting dynamic – each with their own right-to-sell and right-to-not-buy… The burger chain vs. the community with the highest consumption of organic food in Europe…
“Turbo capitalism” is much less easy for brands online. If we want long-term relationships we need great creative ideas; ideas that delight communities and get them involved in what you believe in (our brands stand for something don’t they? – ED)
Setting-up shop in the right place and turning up the buzz is part of the mix but online communities don’t stick around if you challange their culture.