The term Soft Power refers to the ability of getting what you want through co-option and attraction. This is as opposed to Hard Power which is the use of power through coercion and intimidation. Soft Power is mostly used in politics to gain attraction to the leaders' intent for the party or government.
The use of Soft Power dates back to ancient Chinese Philosopher like Lao Tsu in the 7th century BC. Joseph Nye from Harvard University later wrote a book in 2004 titled Soft Power: The Means to Success in World Politics to further develop this concept. Today, Soft Power is used widely in political and diplomacy actions all around the world. Canada has used Soft Power to brand itself to the world using these Soft Power traits.
1) Co-opting and inclusion
2) Validation
3) Respect
4) Attraction
Read more about branding Canada here.
How does this concern us as consumers and brand consultants? Is Soft Power the new Art of War? Maybe.
The recent downturn and crisis has made consumers reflect about their attitudes towards consumerism. Studies have shown that consumers now look deeper into the background, values and intent of brands more so than ever before reaching for their wallets. Our value system has since changed immensely. Humility and respect for one another moves further up.
Brands today should realize that their products and services are viewed quite differently. Tribal engagement besides tangible rewards should also take into account how to gain validation, respect and attraction. Successful branding should take Soft Power strategies into serious consideration. Are your co-brands sharing your same value to engage and respect for your tribes? Do they share the same values with you first even before the brand?
Soft Power I believe is the next important tool which brands can effectively harness to gain stronger emotional connectivity with their customers and stakeholders.
Please leave your comments, if any.
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