Posts Tagged ‘Branding’
Are You Leading Your Industry As A Wikibrand?
According to the new book, Wikibrands: Reinventing Your Company In A Customer-Driven Marketplace, by Sean Moffitt and Mike Dover, a wikibrand is a “progressive set of organizations, products, services, ideas and causes that tap the powers of customer participation, social influence, and collaboration to drive business value.”
This philosophy requires a massive organization culture shift. Wikibranding is about having the guts to allow the customer co-pilot your business. We only need to look at companies like Zappos, Dell, Southwest, FedEx, Target, and Cisco to see that wikibranding is not only possible, but it makes for a very profitable company. (Here are wikibrands by industry, if you are curious to see what your competition might be up to.)
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Tags: Branding, Customer-Centric, Customer-Driven, FLIRT Model, Mike Dover, Sean Moffitt, social business, Wikibrands | 
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The Marketing & PR Conundrum: Lying to Customers
In a recent BNET post “Lying to Your Customers? Come on, Everyone’s Doing It,” author and customer advocate Christopher Elliott shares six companies who have lied to their customers: Tavern on the Green, Ford, Microsoft, Office Depot, Cablevision, and Apple.
Lies or Business As Usual?
The chef at Tavern on the Green lied about gluten free pasta. What is the big deal, right? If a diner has food allergies, it is a huge deal. While Chef Damian Cardone may not have thought too much about the “white lie,” those with gluten allergies likely suffered the consequences of their meal. Tavern on the Green’s reputation is known far and wide—making it an iconic brand. Now, it’s doors are closed after filing for bankruptcy.
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Tags: Apple, Brand Reputation, Branding, Cablevision, Ford, Marketing, Marketing Management, Office Depot, Public Relations, social business, Tavern on the Green |
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Saturday Morning Reads: Does Your Brand Resonate?
res•o•nant adj. Having a lasting presence or effect; enduring.
Anyone who has been in the business world for a while (B2B) or has been around the block a few times (B2C) is sure to have a few stories (i.e. experiences) that have left an indelible mark—positive and negative. It is when an experience lingers in one’s brain for too long that it becomes a story. We have all done it. We turn an experience with a brand into a dramatic story that includes emotion and drama. Then, human nature kicks in and we share those experiences with others.
What happens when a brand doesn’t plan for this sort of resonance? Their story becomes someone else’s story and they do not get to choose their part (hero, villain, etc.).
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Tags: Branding, Nancy Duarte, Resonate, Storytelling, Visual Presentation |
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Saturday Morning Reads: Who is Protecting Your Brand?
“If your organization’s employees aren’t on your side, it doesn’t matter how good your relationships with other publics are.” -Guth & Marsh
This is a concept that I wish most organizations would understand—especially when it comes to social media.
While many organizations are struggling with the notion of being social, they cannot idly sit by until they determine the best course of action. At the least, they need to implement a social media policy (with the help of a consultant or agency with actual social media experience, of course) as a first course of action to protect their brand. This is important because employees might be using social networks and potentially identifying themselves as employees of said brand.
In today’s social world, an organization’s publics do not end with employees or the media. There are shareholder, stakeholder, government (national, state or local), and latent publics that an organization didn’t even know existed but now come out of the woodwork because they are offended by an employee’s actions or comments, which is exactly what happened with Chipotle’s recent social media debacle.
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Tags: Branding, Branding Conflict, Chipotle, Dominos, Employees, Franchisees, Franchises, personal branding, Social Media Policy |
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Brand Haiku: Apple
When Aaron Strout tapped into a bunch of us to do a haiku regarding a brand experience we’ve had, I just couldn’t say no to the opportunity to be creative (reminds me of my 8th grade English class!) and to share a great brand experience that I recently had.
If you don’t remember, Haiku is written as 5 syllables, 7 syllables, 5 syllables.
Enjoy!
Damn! Bluescreen of death.
Went MacBook Pro and iPad,
Couldn’t be happier.
For your next brand haiku, head on over to the super smart and savvy blog of the one and only Valeria Maltoni.
P.S. This goes on record as one of the shortest posts I’ve ever written!
P.P.S. Be sure to check Twitter for the hashtag #brandhaiku.
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The Harte of Marketing by Beth Harte is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
Based on a work at www.theharteofmarketing.com. [If you have a question about what you can use from this blog, click on the above Creative Commons link to learn more.]
