The brilliant Across the Sound podcast this week featured three "New marketing" wizzkids, Joseph Jaffe, Jackie Huba and Pete Blackshaw. It has made me think about examples of real, authentic Citizen marketing. The Chevy Tahoe campaign, subject of my previous post, certainly isn't. Sure, it's CGM, or Consumer Generated Media. But at the end of the day, true Citizen Marketing is when the consumer takes their own initiative to spread the word about a product they love. Not the other way around.
One real, authentic example of a brand where the customer does all the work is Moleskine. The legendary brand of notebooks has a huge following from people in and out of the art and literature world. On-line you can find fanatical blogs flickr photosets, Squidoo and Myspace pages, all created by uber-loyal Moleskine customers. They have even created their own project where artists collaborate by sending notebooks to each other across the world, adding their own artwork as they do so.
As far as I can tell, Moleskine themselves have nothing to do with creating any of this. Except, of course, for selling a product that people love. At the end of the day, that's what guarantees you of great word of mouth.