The sea change in brand management within the social media. The title of this blog post took me a long time to figure out, and it still seems a bit off. Simply put, the social media rewards value and service, and devalues self promotion and advertising. Up to now, most social media marketing methods simply wrap traditional push marketing methods into a new package. Facebook fan pages and Twitter broadcasting deals replicate websites and coupon advertising. In this new age of social media, push marketing appears obvious and may detract from the marketing intent. We’ve been advocating that entrepreneurial business people focus more on delivering valuable services to their community to attract business opportunities. One way to do this is to create local media resources. The following slideshow describes how to create a new local media brand that leverages the many channels of the social media. Social media reinforces the concept of branding because your brand is judged by what you do and who you are online.
The secrets of successful digital branding - iMediaConnection.co. Social networking is as old as time. But starting and continuing a conversation isn't always second nature to digital marketers; particularly those who are used to the one-way media conversations of old. But there are some proven strategies that have pushed brands to new levels of consumer relationship success. Anne Murray, the digital champion of one such brand, Southwest Airlines, spoke with iMedia to share her views on essential campaign components, driving demand through social media, and what resources need to be in place for a digital campaign to succeed.
Anne Murray is an industry leading brand marketer and digital champion. iMedia Connection: In your opinion, what are the three most essential components for launching a new campaign? Anne Murray: My advice is to begin with the end result in mind and define the successful outcome you are trying to achieve. iMedia: During your tenure at Southwest Airlines, the company really made a name for itself in terms of digital branding. Marque sera utile ou ne sera pas. « Une marque sera utile ou ne sera pas » Publié le 13 janvier 2010 Un consommateur impliqué, des marques utiles et une vraie interactivité entre les deux : voilà le monde qui se dessine selon une étude Euro RSCG effectuée en France, Grande Bretagne et aux USA. On ne vous apprendra rien, notre planète est en crise. Mais s'agit-il du début d'une nouvelle ère, ou juste un mauvais moment à passer ?
Et si le mot qui décrit le mieux leur état d'esprit est celui d'inquiétude comme pour leurs voisins, c'est surtout celui de révolte et d'injustice, qui correspond au plus près à leur état d'esprit (39% contre 22% en Grande Bretagne et 30% aux USA). Alors comment les marques doivent-elles réagir ? L'étude révèle trois phénomènes : - Tout d'abord, on assiste à un réinvestissement de la consommation et pas à une mise à distance. 45% des Français pensent que les marques ont contribué à améliorer leur quotidien et à élever la qualité de vie. Adieu donc au « dialogue pour le dialogue ». Isabelle Musnik. Why Aren’t There More Iconic Millennial Brands? | Millennial Mar.
Is Colbert a brand icon for Gen Y? I was recently asked, “what question would I most want to ask Millennials?” As a professional market researcher it’s easy to answer: my biggest question is how they relate to brands. More specifically, I am curious why there aren’t more Millennial-specific ‘iconic’ brands? Gen Y likes pretty much the same brands everyone likes — Coca-Cola, Apple, Trader Joe’s, Nike, Vogue, Facebook, Google, Zappos, etc. Brands are relationships. Let me first define what I mean by ‘brand icon’. Cultural icons are exemplary symbols that people accept as shorthand to represent important ideas. By this standard, very few brands, if any, qualify as ‘icons’ for Millennials. The only other brands I can think of that meet Holts’ qualification for iconic status for Gen Y are people brands.
The Emmy- and Peabody-winning satirist, author of I Am America (And So Can You!) Brand marketers aspiring to be iconic Millennial brands could do well to study, Obama, Stewart and Colbert. Brand Architecture Toolkit Final2.25.09. THE BRAND ISSUE | The Outlaw.