By borrowing some open source techniques (ie inviting huge online communities into the branding and marketing process for a product) marketeers can create huge amounts of energy, passion and loyalty: all highly desirable in a world where traditional advertising is struggling to reach more powerful, savvy consumers.
However, for marketeers used to a traditional approach the open source path can seem anarchic and disruptive. This is partly because the mindset is so different from ‘command and control’ branding campaigns, run to brand guidelines, by brand guardians.
‘Open-sourcers’ often volunteer their time as they perceive benefits beyond straight financial gain, such as working in an online group to overcome a social issue. In this way open source projects are like super-powered, grassroots volunteer networks. And that gives them a real buzz.