The US retailer GAP experienced a public outcry that reminded me the good old New Coke case. The redesign of the GAP logo caused a storm of protest of customers / fans in Twitter and Facebook forcing the management to recall its decision and reintroduce the old logo again. The full story. Specially interesting for those who still doubt that the customer is now in control.
With my thanks to Allen Westra for sending me the link.
Showing posts with label branding. Show all posts
Showing posts with label branding. Show all posts
November 5, 2010
August 5, 2010
From Brands to Frands
"Social media is no longer an experiment. It has arrived as an important media category deserving of a major role in marketing plans targeting mainstream and leading consumers alike. Social media is powerful because users are blurring the distinction between they relate to friends and brands, creating powerful new opportunities for brands to create uniquely close relationships with those how buy them.The era of consuming is over. The era of sharing had begun in earnest. Social media is the new mainstream."
Source: OgivlyOne: Frands: Friends, Brands and Social Media in China
Reccommended summer reading for colleagues and practitioners who want to know more about the marketing of the future. Frand is a brand in the friends list of the social networking site. Increasingly important to have your brands in such lists:
How else do Chinese consumers (and for all intents and purposes all consumers) interact with their Frands? According to the above report:
- 71% are watching commercials on video sharing sites
- 51% are downloading branded applications to their phones
- 33% post product or brand reviews
- 21% are making and sharing videos about products or brands.
Source: OgivlyOne: Frands: Friends, Brands and Social Media in China
Reccommended summer reading for colleagues and practitioners who want to know more about the marketing of the future. Frand is a brand in the friends list of the social networking site. Increasingly important to have your brands in such lists:
How else do Chinese consumers (and for all intents and purposes all consumers) interact with their Frands? According to the above report:
- 71% are watching commercials on video sharing sites
- 51% are downloading branded applications to their phones
- 33% post product or brand reviews
- 21% are making and sharing videos about products or brands.
July 24, 2009
Study: Social Media as marketing strategy pays off
One of the standard reviewer comments whenever I submitted a paper about Social Media Marketing is the lack of data backing the claim that Social Media Marketing positively helps the marketing strategy and therefore is necessary for strategists to include these media into their marketing toolbox. The reviewers are in principle right, there are no academic studies yet providing any ROI measurements of Social Media strategies or other similar data.
Yet there are some interesting very recent publications from the practitioners’ quarters; the co-author of the Groundswell Charlene Li released a new report she wrote in co-operation with Wetpaint titled "ENGAGEMENTdb“ making the point that Social Media pays off. The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands classification — engaged in 11 different online social media applications. The interesting thing is that the study next to measuring the "breath" and "depth" of the engagement of these brands across the different online social media channels has also found a connection between high social media engagement and an average revenue increase of about 18% over the last year versus an average revenue decrease of 6% of the least socially engaged companies. Time for us academics to look to the issue in more depth and breath.
Yet there are some interesting very recent publications from the practitioners’ quarters; the co-author of the Groundswell Charlene Li released a new report she wrote in co-operation with Wetpaint titled "ENGAGEMENTdb“ making the point that Social Media pays off. The study looked at how the 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands classification — engaged in 11 different online social media applications. The interesting thing is that the study next to measuring the "breath" and "depth" of the engagement of these brands across the different online social media channels has also found a connection between high social media engagement and an average revenue increase of about 18% over the last year versus an average revenue decrease of 6% of the least socially engaged companies. Time for us academics to look to the issue in more depth and breath.
May 7, 2009
How Social is your Brand? II
In my post of 23 March I mentioned the Virtue - 100 Top Social Brands Index. As you possibly remember the nr 1 social brand (i.e. the brand most mentioned in Social Media) is iPhone followed by CNN and Apple.
In the site of Vitrue you can now find a very useful gadget measuring and comparing the "socialness" of brands. Interestingly the name of the American President Obama seems to be more popular in social media than even iPhone.
In the site of Vitrue you can now find a very useful gadget measuring and comparing the "socialness" of brands. Interestingly the name of the American President Obama seems to be more popular in social media than even iPhone.
March 23, 2009
How Social is your Brand?
It is no secret that people talk about brands online as much as they talk about everything else. How much people talk about a brand online can be indicative of interest of the public about it but also indicative that things are going wrong. (Remember the Dell exploding battery some years ago). If we accept that "Every publicity is good publicity" then it is interesting for (online) marketers to know how popular their brand is in blogs, online forums, communities and video sharing sites. This is certainly one way of using Social Media as marketing tools, the approach I call Passive (i.e. listening to the market voice) in my Web 2.0 marketing tools model.
For those interested about the top Social Brands there is the Virtue 100-Top Social Brands index. The top ten brands according to the index are:
1.iPhone 2.CNN 3.Apple 4.Disney 5.Xbox 6.Starbucks 7.iPod 8.MTV 9.Sony 10.Dell. The rest in the Virtue site.
The index is a useful tool constructed on the base of a sound methodology. It would be interesting of course any one of my colleagues attempts to measure the relationship between the usage level of the Social Media by the brand sponsors and the ranking of a brand. What is interesting also is that in the top 10 list three of the brands are media brands and that Apple dominates the list with 3 of its brands.
What the index does not say is whether the online buzz about brands is positive or negative. Maybe we have to wait a bit longer for that.
p.s. In the technology blog BLORGE I recently read a story about an exploding iPhone! Hopefully an isolated incident and not the reason of the Social Media popularity of the brand.
For those interested about the top Social Brands there is the Virtue 100-Top Social Brands index. The top ten brands according to the index are:
1.iPhone 2.CNN 3.Apple 4.Disney 5.Xbox 6.Starbucks 7.iPod 8.MTV 9.Sony 10.Dell. The rest in the Virtue site.
The index is a useful tool constructed on the base of a sound methodology. It would be interesting of course any one of my colleagues attempts to measure the relationship between the usage level of the Social Media by the brand sponsors and the ranking of a brand. What is interesting also is that in the top 10 list three of the brands are media brands and that Apple dominates the list with 3 of its brands.
What the index does not say is whether the online buzz about brands is positive or negative. Maybe we have to wait a bit longer for that.
p.s. In the technology blog BLORGE I recently read a story about an exploding iPhone! Hopefully an isolated incident and not the reason of the Social Media popularity of the brand.
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