The South African based 360 degree photography company FANCAM is of opinion that many brands ‘miss’ their users because of a diverted marketing focus.
“It is about the user and not the brand,” Schalk van der Merwe, co-founder of FANCAM, said in the team’s guest speech at a 27dinner in Cape Town last week.
FANCAM co-founders Van der Merwe, Tinus le Roux and James Taylor spoke about the challenges of making the business sustainable within the branding industry.
Regarding their own brand, Van der Merwe believes narcissism is the key.
“We’re all narcissists,” Van der Merwe said. “People want to see themselves… we are tapping into it.”
Sharing the tagged photo with a friend will “extend the experience” of an event which a fan pays for. This, according to FANCAM, is a “marketing turnaround”.
A triangle, signifying the connection between the user and the brand via technology, is often misunderstood.
“The brand needs to understand the user,” Van der Merwe said. “The brand comes second.”
