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*Excellent article on what makes a brand successful*
Main Street ‘experiences brands’ differently than Wall Street: While brand value increased 80% in three decades, brand awareness declined 20% — brand quality eroded by 24% — trust in brands declined by a staggering 50%. And 85% of brands were either stagnant or declining in brand differentiation.A small number of brands had greater pricing power, loyalty, preference and impact on stock price. What’s their secret? Consumers don’t just want a brand to be different; it has to keep being different. This new metric, Energized Differentiation is the consumer perception of motion, direction and creativity in the brand experience. It explains the brand’s ability to evolve and continuously innovate. We modeled a portfolio of the 50 top energy-gaining brands each quarter over a five-year period and they cumulatively beat the S & P 500 by almost 30
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There have been quite a few of cases where MNC's gets completley overwhelmed by conumser reactions online. Think Kryptonite and Dell as companies who paid a high price to learn this lesson. The article stresses one of my favorite points that you are no longer communicating with a target group. You are talking to a person. That persons individual experience of your brand can sometimes get as much attention as an advertising campaign.
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Web 2.0 and Customer relations goes hand in hand. This site is bascially a customer service hub where consumer voice their opinions and companies answer. Everything is being done publicly. Quite a few industry leaders such as Adobe, Apple and BBC have joined. The only major airline so far is ever innovative South west
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What is social media, and is social media actually media in the traditional sense of the word?
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Citysearch, the popular local events and review siteis getting a big makeover. The site is expanding to become “hyperlocal” – creating listings for more than 75,000 different cities, adding social features through Facebook Connect, and launching an enhanced mobile experience. It is basically becoming a "crowd sourced" city guide.
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Article that discusses some of the basics aronud airlines and community building. The article tries to answer the question "How to control the brand online?".
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Marketing maven Seth Godin once said something along the lines of "safe is risky and risky is safe". While I'm no guru, I'd like to make an addendum to this statement.
Everything is risky.
Notes from the Web
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