It's always been about the presence. You want to reach the community? Look at this -
In 1974, Ray Kroc, the founder of McDonald’s, was asked to speak to the MBA class at university of Texas at Austin.
After a powerful and inspiring talk, the class adjourned and the students asked Ray if he would join them at their favourite hangout to have a few beers. Ray graciously accepted.
“What business am I in?” Ray asked, once the group all had their beers in hand. No one answered, so Ray asked the question again.”What business do you think I am in?”
The students laughed again, and finally one brave soul yelled out, “Ray, who in the world does not know that you’re in the hamburger business.”
Ray chuckled. “That is what I thought you would say.” He paused and then quickly said, “Ladies and gentlemen, I’m not in the hamburger business. My business is real estate.”
It's about presence. Not what you offer. Wal Mart continually offers inferior products to the masses, but they are a presence. Coca-cola is sugar water. But why Santa Claus? Why Polar Bears? Coke is a presence.
You need to associate yourself with:
1) A Location
2) A Gimmick
3) A Slogan
4) A Mascot
5) A Logo
And it is a must.!
No one cares about a band when they rename themselves or do side projects. They only care about "The Band" even though it remains the same stuff without "The Name".
So establish these icons and remember the following -
Blast it everywhere. Own it. Annoy your friends with it. Talk of nothing else. Then you will succeed... Clicks or Tweets or FBook ads or not.
You succeed because that is all you live to do. Become the presence. Become the product. You've got the drug that everyone needs.